Growing Industry

Growing Industry

The First DimensionChannel Report

How Are My Channels?

Top Conversion Paths

Path Length (Site Visits)31%

69%

The Second DimensionAssisted Conversions

Click Assisted Conversions

First Click Last Non-Direct Click

Assisted Clicks Last Click

Assisted Conversion Report

Assisted Conversion Report

Assisted Conversion Report

Time Lag (Days)47%

53%

Time Lag (Days)28 Days Ago

2 Days Ago

Behavioural Metrics

Time On Site3 Second on site

5 minutes on site

How Can We Address This?

The Third DimensionMulti-Channel Attribution

Let’s look at default attribution models!

All are arbitrary, oversimplified assumptions about how your customers interact with your

business.

Do it properly. Make custom attribution models!

That takes effort. Just let Google do it for you!

Machine Learning (AI)• A type of AI that gives

computers ability to learn without being explicitly programmed

• They will grow and change based on new data

• Facebook News Feed

Data-Driven Attribution

E.g. Attribution Model generated via AI

Key Takeaways:

• Don’t look at channels in isolation

• Understand their place in the funnel

• Give them credit they deserve