April 7, 2023
Advanced Paid Search Optimization and Analytics
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Agenda
• Quick Intro to Attribution
• The Age-Old “Credit” Issue
• Before Setup
• Vendor Specific Actions
• Future of Paid Search Analytics
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
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Overview of Attribution
• Definition
• Not Everything Attributes the Same
• Not 100% Perfect
• Analytics Solutions can Help
• Once Isn’t Enough
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
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Who Deserves Credit?
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
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1 Paid SearchHome PageProduct Page
2 3rd Party AdHome PageProduct PageShopping Cart
3 BookmarkHome PageProduct PageShopping CartPurchase
Before Setup
• Sales Cycle Length
• Establish Baselines
• Cookies, Schmookies
• After Data Collection
• Remember Offline
• Beyond Paid Search
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
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April 7, 2023Search Marketing Session: SEO
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When Google Analytics detects this variable, it will retain the first campaign's information, regardless of which links the user later followed to arrive at the conversion.
April 7, 2023
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Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
April 7, 2023
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Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
Future of Paid Search Analytics
• Not How, but How much Attribution
• Touch Point Analysis
• Pay Per Tweet
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
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Recap
• Definition of Attribution
• What to Address Before Setup
• Understand Your Business
• Analytics Tools Can Help
• Future of Paid Search Analytics
April 7, 2023
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Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
Questions?
Web Analytics World: www.WebAnalyticsWorld.net
Twitter www.Twitter.com/WaWorld
April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics
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