By Harriet Checkley

Saying goodbye to last click reporting.

You've been using last click reporting since the invention of sliced bread, but now you want your bread toasted, served warm and covered in peanut butter & jelly too… Maybe one day; for now, let's introduce attribution modelling to your analysis.

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Luckily, you don't have to be an algorithmic expert with years' experience of the Shapley Game Theory to attribute values to your marketing channels.

The wonderful tools that are GA and DCM provide us with a wealth of standard attribution models, the ability to set lookback windows, create custom models and even compare and customise models and segments.

There are too many models – where do I start?

Attribution Models List

Attribution in GA Premium

Exclusive to GA Premium, the game-theory based Data Driven Attribution Model (DDAM) is the only model to consider both converted and non-converted users. It compares and credits each channel based on how each affects the likelihood of a conversion.

If you're lucky enough to use GAP, analysing your data using DDAM is well worth your time. You might notice GAP doesn't provide any data for some goals – the limits for applying DDAM are a minimum of 400 conversions with a path length of over 2, and 10,000 user paths (not exclusively paths to conversion) over the past 28 days.

I seem to get a lot of immediate conversions

In the Path Length report, you'll notice a significant percentage of conversions only have 1 interaction. These customers are important, but will probably skew your attribution analysis. Meet your new best friend, conversion segments.

For attribution analysis, just apply 2 conversion segments – Immediate and Non-Immediate conversions. You're then able to compare which channels cause immediate conversions, and do full attribution analysis for those customers who take a bit more persuasion.

When can I get started?

If your campaigns are running and you've got enough data to analyse (usually a couple of weeks' worth is a good benchmark), then there's no time like the present.

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