Annie Cushing talks about how marketers can — and should — take credit for their hard work with these simple fixes to Google Analytics.

2. THIEVES! THIEVES EVERYWHERE

3. IDENTIFY THE CULPRITS

4. 1. LAST-CLICK ATTRIBUTION

7. 2. VISITS FROM DESKTOP
APPS, WORD FILES, & PDFs

8. THESE FILES ARE HEADLESS

10. 3. VISITS FROM SECURE SITES

15. BOOKMARKLET HERE

16. 4. VISITS FROM MANY
(MOST?) MOBILE APPS

17. 5. VISITS FROM iOS6

20. LEARN MORE FROM THIS POST
(includes custom report)

21. NO LOCK
GOOGLE.COM IS
FINE. REFERRAL
DATA PASSES!

22. LAST-CLICK ATTRIBUTION
VISITS FROM DESKTOP APPS
VISITS FROM WORD FILES
VISITS FROM PDFs
VISITS FROM SECURE SITES
VISITS MANY MOBILE APPS
iOS6 MOBILE DEVICES

23. HOW TO STRIKE BACK

24. OPT 1: CAMPAIGN TAGGING

26. WHAT MAKES A VISIT DIRECT?
MEDIUM: NONE
SOURCE: NONE

27. HOW DOES TAGGING HELP?
MEDIUM: NONE YOU CHOOSE
SOURCE: NONE YOU SET

29. DEVISE TAGGING STRATEGY

30. MEDIUM NAMESOURCE

31. TERM CONTENT

32. WHAT IS MEDIUM?

35. Quick Aside …
How can you track
print, billboard, TV,
and radio in GA?

36. VANITY URL

38. BUT ANYWAY …
BACK TO OUR REGULARLY SCHEDULED PROGRAM

39. WHAT IS SOURCE?

40. SOURCE = WHERE THE URL LIVES

41. SOURCE =
RESOURCE THAT PROVIDED THE CLICK
GOOGLE SAYS …

42. I SAY…

43. SOURCE = TWITTER
SOURCE = FACEBOOK
SOURCE = MASHABLE
SOURCE = PINTEREST

44. TWITTER
FACEBOOK
YOUTUBE
PINTEREST
MEDIUM  SOURCE

45. NOT GOOD CHOICES FOR MEDIUM

46. WHAT IS CAMPAIGN NAME?

47. NAME = (UMM) CAMPAIGN NAME

49. A few tips
from the
trenches

50. 1. Be consistent

51. 2. Use lowercase

52. 3. Separate w/ + sign

53. 4. Customize
mkt_tok

54. Translation: Goog, instead of looking for utm_content, look for mkt_tok, kthx!
bit.ly/custom-parameters

55. REPORTS

60. LET THE GAMES BEGIN

61. EMAIL VS SOCIAL
COMPARE MEDIUMS

62. BANNER VS CPC
COMPARE MEDIUMS

63. TWITTER VS FACEBOOK
COMPARE SOURCES FOR A MEDIUM

64. AFFILIATE A VS AFFILIATE B
COMPARE SOURCES FOR A MEDIUM

65. MAR+NEWSLETTER VS APR+NEWSLETTER
COMPARE CAMPAIGNS

66. MOTHERS+DAY VS FATHERS+DAY
COMPARE CAMPAIGNS

67. CREATE TAGGED URLs
(TWO OPTIONS)

68. GET HERE
URL BUILDER

69. YEAH, I CREATED A GOOGLE DOC
(AGAIN …)

71. bit.ly/annies-url-tool

72. A PEEK UNDER THE HOOD

73. bit.ly/custom-dashboard

74. If you use the by
month report beware
of formatting drama

75. 1. Reorder

76. 2. Export

77. 3. Fix funky formats
bit.ly/convert-dates

78. MULTI-CHANNEL FUNNELS

79. A FEW IMPORTANT NOTES

81. 2. Only use on an unfiltered profile
bit.ly/filtered-profiles

82. 3. Only goes back 30 days

84. 5. MCF data lags by up to two days

85. 6. If last click is direct, it counts as direct

86. MCF REPORTS

90. SAMPLE CLIENT WHO DOES EMAIL

92. Last Click Assist Total
$3 $4 $7
133% LIFT IN REPORTED REVENUE FOR EMAIL

94. Last Click Assist Total
$3 $6 $9
200% LIFT IN REPORTED REVENUE FOR ORGANIC

96. Last Click Assist Total
$3 $8 $11
267% LIFT IN REPORTED REVENUE FOR PAID SEARCH

97. CREATE YOUR OWN
CONVERSION SEGMENTS
(MUCH LIKE TRADITIONAL ADVANCED SEGMENTS)

99. OUT OF THE BOX
ONES YOU CREATE

100. Let’s make one!

107. 3. CHANGE ATTRIBUTION MODEL
CHANGE ATTRIBUTION
MODEL

108. 1ST CLICK: $0 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $100
LAST INTERACTION MODEL

109. 1ST CLICK: $100 2ND CLICK: $0 3RD CLICK: $0 LAST CLICK: $0
FIRST INTERACTION MODEL

110. 1ST CLICK: $25 2ND CLICK: $25 3RD CLICK: $25 LAST CLICK: $25
LINEAR MODEL

111. 1ST CLICK: $10 2ND CLICK: $20 3RD CLICK: $30 LAST CLICK: $40
TIME DECAY MODEL

112. 1ST CLICK: $40 2ND CLICK: $10 3RD CLICK: $10 LAST CLICK: $40
POSITION BASED MODEL

113. HERE’S WHERE TO FIND IT

114. LEARN MORE ABOUT
ATTRIBUTION MODELING

115. LEARN MORE

116. Summary blog post
bit.ly/take-your-credit

117. E: ANNIE@ANNIELYTICS.COM
T: @ANNIECUSHING
L: LINKEDIN.COM/IN/ANNIECUSHING