No, Direct Traffic Isn't Driving All Those Conversions By Kiko Correa
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From the SocialPro Conference in Seattle, Washington, June 20-21, 2016.SESSION: Credit Where Credit Is Due: Demystifying Social Attribution. PRESENTATION: No, Direct Traffic Isn't Driving All Those Conversions - Given by Kiko Correa, @obiwankikobi - Glowforge, Marketing Specialist. #SocialPro #23B
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No, Direct Traffic Isn't Driving All Those Conversions By Kiko Correa
- 1. #SocialPro #23b @obiwankikobi Kiko Correa, Glowforge NO, DIRECT TRAFFIC ISN’T DRIVING ALL THOSE CONVERSIONS using Facebook ads to uncover cross device traffic
- 7. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % of Marketing Spend Facebook AdWords AdRoll 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% GA Sales Breakdown Organic Search Direct Social Referral Paid Search Display Email
- 8. #SocialPro #23b @obiwankikobi Google Analytics 304% over Goal CPA GoogleAnalytics CPA Sales CPAGoal
- 9. #SocialPro #23b @obiwankikobi Facebook Ads Sales 800% Higher CPA Drops by 89% Google Analytics 304% over Goal CPA GoogleAnalyticsFacebook CPA Sales CPAGoal
- 12. #SocialPro #23b @obiwankikobi Google Analytics § Track users across multiple sessions § Track users across multiple sources
- 13. #SocialPro #23b @obiwankikobi Google Analytics § Track users across multiple sessions § Track users across multiple sources § Multiple devices breaks the chain
- 17. #SocialPro #23b @obiwankikobi GA User ID § Ga solution for cross device tracking § Ties together logged in sessions across devices
- 18. #SocialPro #23b @obiwankikobi GA User ID § Ga solution for cross device tracking § Ties together logged in sessions across devices § Cannot tie together cross device traffic pre- login
- 19. #SocialPro #23b @obiwankikobi 0% 5% 10% 15% 20% 25% 30% 35% Crowdfunding GA Sales Breakdown Organic Search Direct Social Referral Paid Search Display Email 57% Brand
- 28. #SocialPro #23b @obiwankikobi Facebook Device Report § Set Columns § Set Attribution Window § Add Breakdowns § Impression Device § Conversion Device
- 29. #SocialPro #23b @obiwankikobi Impression Device Clicks To Site Conversion Device Transac5ons Desktop 44.85% Desktop 82.40% iPhone 30.81% iPhone 7.56% Android Smartphone 17.74% Android Smartphone 4.87% iPad 5.69% iPad 4.04% Android Tablet 0.92% Android Tablet 1.12%
- 30. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Clicks By Impression Device Desktop iPhone Android Smartphone iPad Android Tablet 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Transactions By Conversion Device Desktop iPhone Android Smartphone iPad Android Tablet
- 32. #SocialPro #23b @obiwankikobi Impression*Device*>*Conversion*Device %*Of*Conversions %*Of*Cross*Device*Conversion Android*Smartphone 77% Android'Smartphone 23% Android'Tablet 0% Desktop 76% iPad 1% iPhone 0% Other 0% Android*Tablet 39% Android'Smartphone 0% Android'Tablet 61% Desktop 39% iPad 0% iPhone 0% Other 0% Desktop 6% Android'Smartphone 1% Android'Tablet 2% Desktop 94% iPad 2% iPhone 2% Other 0% iPad 63% Android'Smartphone 2% Android'Tablet 0% Desktop 57% iPad 37% iPhone 5% Other 0% iPhone 82% Android'Smartphone 0% Android'Tablet 0% Desktop 79% iPad 3% iPhone 18% Other 0% Grand*Total 52%
- 33. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Device % of "Lost" Cross Device Conversions per Device Desktop iPhone Android Smartphone iPad Android Tablet
- 35. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of "Lost" Cross Device Conversions per Device Desktop iPhone Android Smartphone iPad Android Tablet Desktop -6%
- 36. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of "Lost" Cross Device Conversions per Device Desktop iPhone Android Smartphone iPad Android Tablet Mobile -80%
- 37. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% % of "Lost" Cross Device Conversions per Device Desktop iPhone Android Smartphone iPad Android Tablet Tablet -61%
- 38. #SocialPro #23b @obiwankikobi 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Device % of "Lost" Cross Device Conversions per Device Desktop iPhone Android Smartphone iPad Android Tablet Cross Device Results § Desktop – 6% lost § Mobile – 80% lost § Tablet – 61% lost § 52% of total sales occurred on different devices than they started on.
- 40. #SocialPro #23b @obiwankikobi 0% 5% 10% 15% 20% 25% 30% 35% GA Sales Breakdown Organic Search Direct Social Referral Paid Search Display Email
- 42. #SocialPro #23b @obiwankikobi UTM Tags create Channel Specific Remarketing Audiences
- 43. #SocialPro #23b @obiwankikobi Create Audiences Specific to Source & Device Mobile Desktop AdWords Bing Ads Twitter Ads
- 44. #SocialPro #23b @obiwankikobi Segmented Audiences § Remarketing Campaigns § Defines Traffic Source § Defines Device Type § Click through Conversions § Credit goes to Facebook Ads § Indicates quality of remarketing audience AdWords Mobile Twitter Desktop Bing Mobile Facebook Remarketing Twitter Mobile Bing Desktop AdWords Desktop
- 45. #SocialPro #23b @obiwankikobi Segmented Audiences § View Through Conversions § Set attribution window to match click through § Ignore Click Through Conversions
- 46. #SocialPro #23b @obiwankikobi Segmented Audiences § View Through Conversions § Set attribution window to match click through § Ignore Click Through Conversions § These represent cross device conversions from the original traffic source
- 49. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing View Through Conversions Click Through Conversions
- 50. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing View Through Conversions Click Through Conversions Extended View Through Window
- 51. #SocialPro #23b @obiwankikobi AdWords Lookalikes Facebook Remarketing Cross Device Conversions Extended View Through Conversions can be credited back to the original source
- 52. #SocialPro #23b @obiwankikobi Segmented Audiences § Glowforge data was heavily slanted toward cross device § We explored AdWords lookalike campaigns by segmenting the audience in Facebook § Found sales that weren’t credited originally
- 53. #SocialPro #23b @obiwankikobi Segmented Audiences § Get Visibility on cross device conversions § Will work with “Conversion Device” breakdown § Caveats § Requires UTM Tagged URLS § Creates more work § Check your cross device reports on FB first
- 54. #SocialPro #23b @obiwankikobi Closing Thoughts § Don’t look at this numbers in a vacuum § Integrate cross device conversion into an attribution model § Not new sales, misattributed sales § Now you know the data is there & how to get it if you need it.
- 55. #SocialPro #23b @obiwankikobi THANK YOU! SEE YOU AT THE NEXT MARKETING LAND EVENT!