Comments on: Paid Search Analytics: Measuring Value of "Upper Funnel" Keywords

By: Tracking Multi cookie dans Google Analytics : voir la chaine de valeur | SEO Vibes

Mon, 18 Jan 2010 16:41:04 +0000

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Ce problème de tracking de la chaine de valeur a déjà été excellemment décrit par Avinash Kaushik dans son article Measuring Upper Funnel Keywords (comprenez mesurez la performance des mots clefs en haut du tunnel de conversion). La description faites dans cet article traite plutot du SEM (search engine marketing ou achat de liens sponsorisés) mais elle s’applique parfaitement au référencement naturel. Le problème peut être résumé comme suit : si l’on se fie aux raport analytics il apparait que les mots clefs menant à la conversion sont les mots clefs contenant votre marque, ce qui n’est pas faux puisque ce sont ceux qui mène en dernière instance à la conversion.
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By: SEOmoz | How To Get Past Last-Touch Attribution With Google Analytics

SEOmoz | How To Get Past Last-Touch Attribution With Google Analytics — Wed, 13 Jan 2010 21:10:32 +0000

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The problem is well described by the ever-excellent Avinash Kaushik in his post entitled Measuring Upper Funnel Keywords (although nominally about paid search, his description applies perfectly well to natural search except you aren't paying for traffic in the same way). It can be summarised by thinking about all those reports we have all seen showing branded search terms being the best-converting. While this is true in the sense that the individual finally converted after searching for the brand, it's clearly not the way they found out about your services. For the purposes of setting strategy, you need to understand in better detail your "visitor acquisition" channels that eventually lead to conversions.
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By: Mikko

Mikko — Wed, 13 Jan 2010 16:43:34 +0000

Great post Avinash!

I feel that marketers should pay more attention to each stage of the buying cycle. Measuring performance at each stage can be difficult if you haven't constructed your campaign accordingly and set up correct success metrix.

I go into more detail in my presentation titled 'Measuring PPC-campaign performance', which can be found at bit.ly/5nZmNu

- Mikko

By: View-through vs. Click-through « A.Bach's Blogus

View-through vs. Click-through « A.Bach's Blogus — Thu, 10 Dec 2009 22:28:47 +0000

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Should I just cut the display ad channel then? Actually I tried that for a while already That gave me a significant lower CPA but unfortunately my SEM-campaigns suddenly got a lot more expensive and the volume in search engines in general fell. Doh!

I have turned on the display campaigns again. I have developed a special excel sheet trying to compensate for all the flaws. I’m measuring my upper-funnel on more parameters that just conversions and all in all trying to compensate. I’m not happy though!
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By: “Upper funnel” keywords and landing page design | Crowhill on Marketing

“Upper funnel” keywords and landing page design | Crowhill on Marketing — Fri, 05 Jun 2009 14:10:18 +0000

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Avinash Kaushik has a very interesting article on measuring the value of “upper funnel” keywords.

The basic idea is that different types of keywords get you different kinds of traffic, and that it doesn’t make sense to evaluate all your keywords on the same basis — i.e., first-visit conversions.

So if you’re not going to evaluate keywords (that you’re paying good money for!) on the basis of conversions, what do you do?

Kaushik says you put keywords through a funnel analysis. Some of them introduce people to your company / website, but they’re not likely to convert. Measure them by bounce rate.
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By: Attribution Alchemy: Mining Your Sales Funnel

Attribution Alchemy: Mining Your Sales Funnel — Mon, 11 May 2009 11:00:34 +0000

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For more on this concept see Avinash Kaushik’s post, Paid Search Analytics: Measuring Value of “Upper Funnel” Keywords.

By leveraging keywords and web site activity that occurs earlier in the sales cycle, Extra Space provides a more reliable stream of conversion data to its SEM team. This consistent conversion stream creates a more accurate picture of future revenue, and conversion rates allowing for smarter keyword bidding.
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