understand the buying behaviour of your website visitors and determine the most effective marketing channels for investment through Attribution Modelling
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Getting Started with Attribution Modelling in Google Analytics
By Himanshu Sharma
Founder of OptimizeSmart.com
WHAT'S INSIDE: My Step-By-Step Blueprint For Getting Started With Attribution Modelling in Google Analytics.
Attribution modelling is the process of finding and fixing attribution issues, understanding the buying behaviour of website users and determining the most effective marketing channels for investment at a particular point in time.
Table of Contents
Introduction
What is Attribution Modelling?
Why you should use Attribution modelling?
Acquisition channels
What is 'source' in Google Analytics?
What is 'medium' in Google Analytics?
What is 'campaign' in Google Analytics?
What is Channel (or Marketing Channel) in Google Analytics?
Default marketing channels
Understanding Conversions in Google Analytics MCF Reports
Purge your Analytics data
Multi-Channel Funnel Reports
Data discrepancy between multi-channel funnel reports and other reports in Google Analytics
Conversion Paths
Multi-channel Funnel Data
Interaction
Types of Interactions
Types of Interaction Analysis
Channel Labels
Types of Channel labels
Channel Grouping
Conversion Path Analysis
Segmenting Conversion Paths
Introduction to Google Analytics Attribution Models
Introduction to Baseline Attribution Models
Types of Baseline attribution models
Custom Attribution Models
Attribution Reports in Google Analytics
Introduction to Model Comparison Tool
ROI Analysis in Google Analytics
Misinterpretation of analytics data and how to fix it
User journey is Complicated
Marketing channels effect each other’s performance
5 Keys to Digital Success in Attribution Modelling