Comments on: Standard Metrics Revisited: #5 : Conversion / ROI Attribution

By: Keesjan Deelstra

Keesjan Deelstra — Thu, 11 Feb 2010 22:27:06 +0000

Avinash thank you for your answer. Do you think that Google will incorpate such modles to apply conversion attributes in the near future?

By: Avinash Kaushik

Avinash Kaushik — Thu, 11 Feb 2010 18:56:37 +0000

Keesjan: Google Analytics, like Omniture's Site Catalyst and Yahoo! Web Analytics or other web analytics tools, provides you with the ability to use first click or last click to attribute the conversion. It is a simple matter of leveraging _setCampaignCookieTimeout().

The additional purchased data warehouse versions of some tools allow you to create your own model.

Coremetrics is an exception where the base web analytics tool (unlike in WebTrends, Omniture etc) has a couple of models built in that you can apply to your analysis without paying more for additional modules.

Avinash.

By: Keesjan Deelstra

Keesjan Deelstra — Thu, 11 Feb 2010 17:09:00 +0000

@ avinash: Great post! will Google Analytics evolve to any 'conversion attribution' method? or will it stick to the last cookie measurement to lift up paid and organic search ROI?

By: Analytics y el mérito del ROI de campañas - Poliedric

Analytics y el mérito del ROI de campañas - Poliedric — Wed, 02 Dec 2009 15:43:31 +0000

[...]
“When data is evaluated from a last-click view, it’s like analyzing retail sales based solely on foot traffic to a given store”. (…)Meanwhile, people really entered the store because of a flyer that ran in the local paper featuring a promotion, or because word of mouth spread (…)”.

Avinash plantea usar el promedio de tiempo en el site para tomar así una decisión mejor, una manera de distribuir “la atribución” entre los distintas fuentes de tráfico.

Los detalles, sólo para usuarios avanzados, en La primera regla para el análisis, blog de Pere Rovira.
[...]

By: The Death of the Click | Engine Digital Inc. / Blog

The Death of the Click | Engine Digital Inc. / Blog — Mon, 26 Oct 2009 23:56:29 +0000

[...]
At a minimum, campaign marketers should be reviewing some numbers that suggest attribution. Let me start with the metrics bit – Avinash Kaushik, Analytics Evangelist at Google, suggests looking at changes in visitor loyalty and recency from pre-campaign to post-campaign. A lift to these visit based metrics would suggest that the display campaign generated traffic. That’s top-level stuff. Want to dig deeper? Look at the average time on site generated by each campaign and ‘attribute’ a relative percentage to establish an Attribution Credit Score. Again, Mr. Kaushik has some nice content on this topic.
[...]

By: Levi

Levi — Tue, 13 Oct 2009 18:55:14 +0000

Hello Avinash,

Thanks for your response. But what happens with repeat purchases? What I mean is, if I configure Google to credit the original referrer for a conversion, should I be clearing the original referrer once a purchase is made and set the most recent as the original referrer so it gets credit when the next purchase is made? I know there is probably no perfect answer for this, but I was just wondering what your best practice recommendation for measuring repeat conversions was when using the original referrer. Thanks!