Select your Top Menu from wp menus

Comparing GA and CM Attribution Models

Comparing GA and CM attribution models

 

► GOOGLE ANALYTICS AND DOUBLECLICK USE DIFFERENT
► ATTRIBUTION MODELS.
► WHEN WORKING WITH DOUBLECLICK DATA IN ANALYTICS
► KEEP IN MIND THAT SESSIONS GOAL COMPLETIONS
► AND TRANSACTIONS CAN DIFFER DEPENDING ON WHICH
► ATTRIBUTION MODEL IS BEING USED.
► IN MOST GOOGLE ANALYTICS REPORTS THE GA MODEL
► IS USED FOR ATTRIBUTION.
► THE GA ATTRIBUTION MODEL IS ALSO KNOWN AS
► “LAST NON-DIRECT CLICK”.
► THIS MEANS THAT YOUR DOUBLECLICK DATA WILL
► APPEAR IN THESE REPORTS ONLY WHEN A DOUBLECLICK
► AD WAS THE LAST CLICK BEFORE LANDING ON YOUR
► WEBSITE.
► THE “NON-DIRECT” QUALIFIER SIMPLY MEANS
► THAT IF A USER NEXT RETURNS DIRECTLY TO YOUR
► SITE BY TYPING IN THE URL THAT SESSION WILL
► ALSO BE ATTRIBUTED TO YOUR DOUBLECLICK AD
► RATHER THAN BEING OVERWRITTEN WITH “SOURCE:
► DIRECT.”
► THE GA MODEL ALSO MEANS THAT A SESSION CANNOT
► BE ATTRIBUTED TO A DOUBLECLICK IMPRESSION
► IN THESE REPORTS.
► NOTE THAT THE DOUBLECLICK SEARCH REPORTS USE
► THE GA MODEL ONLY.
► IN THIS EXAMPLE OF THE SOURCE / MEDIUM REPORT
► NOTICE THAT SESSIONS AND ECOMMERCE TRANSACTION
► WITH THE VALUE OF $. WERE ATTRIBUTED
► TO “DFA / CPM”.
► “DFA / CPM” IS THE DEFAULT SOURCE MEDIUM
► VALUE FOR DCM TRAFFIC.
► THE OTHER DEFAULT SOURCE / MEDIUM VALUES FOR
► DOUBLECLICK TRAFFIC ARE “DBM / CPM” FOR DOUBLECLICK
► BID MANAGER AND FOR DOUBLECLICK SEARCH THE
► SOURCE WILL BE THE DS ENGINE TYPE VALUE THAT
► IS SET IN DS AND THE MEDIUM WILL BE CPC.
► YOU CAN OVERRIDE THE DEFAULT VALUES WITH UTM
► TAGS AND A CONFIGURATION SETTING CHANGE
► IN ANALYTICS.
► TO LEARN MORE ABOUT THE DCM/DBM AUTO-TAGGING
► OVERRIDE FEATURE CHECK OUT THE HELP CENTER LINK
► AT THE END OF THIS LESSON.
► IF YOUR ORGANIZATION HAS INTEGRATED BOTH DOUBLECLICK
► CAMPAIGN MANAGER AND DOUBLECLICK BID MANAGER
► SESSIONS IN THIS REPORT THAT ARE PROCESSED
► BY BOTH SYSTEMS WILL BE CLASSIFIED ONLY AS
► “DBM / CPM”.
► ALSO NOTE THAT IN GENERAL WHEN USING FLOODLIGHT
► DATA OUTSIDE OF DCM AND DBM REPORTS THE GA
► MODEL IS USED.
► FOR EXAMPLE LET’S LOOK AT THE ALL CAMPAIGNS
► REPORT WHICH IS UNDER “CAMPAIGNS” AND
► OUTSIDE OF THE DCM REPORT SECTION.
► FLOODLIGHT ACTIVITY IS IMPORTED INTO ANAYTICS
► AND CAN BE VIEWED UNDER THE “FLOODLIGHT”
► METRIC GROUP.
► NOTICE THAT DCM CONVERSIONS ARE ATTRIBUTED
► TO THE ADWORDS “ACCESSORIES” CAMPAIGN.
► THIS IS A SUM OF ALL FLOODLIGHT ACTIVITIES
► THAT ARE ATTRIBUTED TO THIS ADWORDS CAMPAIGN
► USING THE GA MODEL.
► UNDER ACQUISITION IN THE DCM AND DBM REPORTS
► THE DCM MODEL OF ATTRIBUTION IS USED.
► THIS MEANS THAT A SESSION WILL BE ATTRIBUTED
► TO DOUBLECLICK IF A DOUBLECLICK IMPRESSION
► OR CLICK PRECEDED IT AT ANY TIME DURING THE
► LOOKBACK WINDOW.
► THE LOOKBACK WINDOW IS DAYS BY DEFAULT
► AND CAN BE MODIFIED IN YOUR DCM ACCOUNT.
► IF BOTH A CLICK AND AN IMPRESSION EXIST IN
► THE LOOKBACK WINDOW THE SESSION WILL BE ATTRIBUTED
► TO THE CLICK ONLY.
► LET’S LOOK AT A DCM REPORT AS AN EXAMPLE.
► UNDER ACQUISITION CLICK DOUBLECLICK CAMPAIGN
► MANAGER THEN ADVERTISERS.
► WE’LL LOOK AT THE MONTH OF APRIL .
► WE CAN SEE THAT FOR SESSIONS OUR SITE’S
► USERS HAD SEEN ONE OF OUR DCM ADS IN THE DAYS
► BEFORE THE SESSION OCCURRED (ASSUMING
► THE LOOKBACK WINDOW IS SET TO DAYS).
► THESE SESSIONS RESULTED IN ALMOST $ IN REVENUE.
► WE CAN ALSO SEE THAT CLICK-THROUGH SESSIONS
► WERE SIMILAR WITH BUT LED TO NEARLY
► TWICE AS MUCH REVENUE AROUND $.
► UNDER CONVERSIONS YOU’LL SEE DCM DBM AND
► DS ACTIVITY IN THE MULTI-CHANNEL FUNNELS AND
► ATTRIBUTION REPORTS.
► IN ADDITION TO CLICKS YOU’LL SEE HOW MANY
► CONVERSIONS ARE ASSISTED BY DOUBLECLICK IMPRESSIONS
► AS WELL AS EXACTLY WHERE DOUBLECLICK AD IMPRESSIONS
► AND CLICKS FALL IN THE CONVERSION PATH.
► IN THIS TOP CONVERSION PATHS REPORT DISPLAY
► AD IMPRESSIONS–ALSO REFERRED TO AS “VIEW-
► THROUGH ”–ARE INDICATED BY THE EYE ICON.
► CLICKS ON YOUR DISPLAY ADS DO NOT HAVE THE
► EYE ICON.
► WHAT’S IMPORTANT TO REMEMBER HERE IS THAT
► WE ARE NO LONGER LOOKING AT SESSIONS–WE’RE
► LOOKING AT CONVERSIONS INSTEAD.
► THE MULTI-CHANNEL FUNNELS REPORTS INCLUDE
► USER INTERACTIONS THAT ARE PART OF A CONVERSION
► PATH.
► WITH THE DOUBLECLICK INTEGRATION IN PLACE
► THOSE CONVERSION PATHS INCLUDE NOT JUST YOUR
► ANALYTICS CONVERSIONS–ECOMMERCE AND GOALS–BUT ALSO YOUR DOUBLECLICK FLOODLIGHT CONVERSIONS.
► YOU CAN CHOOSE EXACTLY WHICH CONVERSIONS–ECOMMERCE
► GOALS OR FLOODLIGHT–TO INCLUDE USING THE
► DROP-DOWN MENU AT THE TOP OF EVERY MULTI-CHANNEL
► FUNNELS REPORT.
► IN ADDITION YOU’LL SEE AN INTERACTION TYPE
► DROP-DOWN MENU WHICH WILL INCLUDE IMPRESSIONS.
► SELECTING JUST IMPRESSIONS IN THIS DROP-DOWN
► WILL SHOW YOU ONLY THE CONVERSIONS THAT WERE
► ASSISTED BY AN AD IMPRESSION.
► IN THE MULTI-CHANNEL FUNNELS REPORTS THE
► LOOKBACK WINDOW REFERS TO THE TIME PERIOD
► BEFORE CONVERSION.
► THE LOOKBACK WINDOW DEFAULTS TO DAYS BUT
► YOU CAN SET IT TO ANY VALUE FROM TO DAYS.
► IN THESE REPORTS ALL USER INTERACTIONS FROM
► THE LOOKBACK WINDOW ARE INCLUDED.
► UNLIKE IN THE DCM AND DBM REPORTS IN MCF
► REPORTS IF BOTH A CLICK AND AN IMPRESSION
► HAPPEN PRIOR TO THE CONVERSION BOTH WILL
► BE INCLUDED IN A CONVERSION PATH.
► TO FURTHER EXPLORE THESE REPORTS CHECK OUT
► THE LINKS AT THE END OF THIS LESSON.
► TO SUMMARIZE MOST REPORTS IN GOOGLE ANALYTICS
► USE THE GA MODEL WHERE SESSIONS AND CONVERSIONS
► ARE ATTRIBUTED ACCORDING TO LAST NON-DIRECT
► CLICK.
► THE DOUBLECLICK SEARCH REPORTS ALSO USE THE
► GA MODEL.
► THE DCM AND DBM REPORTS USE THE DCM MODEL
► WHERE SESSIONS AND CONVERSIONS ARE ATTRIBUTED
► TO DOUBLECLICK CLICKS AND IMPRESSIONS THAT
► OCCURRED WITHIN A LOOKBACK PERIOD.
► IN THE MCF AND ATTRIBUTION SECTIONS UNDER
► CONVERSIONS ALL USER INTERACTIONS FROM THE
► LOOKBACK WINDOW ARE INCLUDED.
► UNDERSTANDING HOW SESSIONS AND CONVERSIONS
► ARE ATTRIBUTED WILL HELP YOU MORE EFFECTIVELY
► INTERPRET THE DOUBLECLICK DATA YOU VIEW IN
► ANALYTICS .

 

Video Link

 

 

About The Author

Related posts

Leave a Reply

Your email address will not be published. Required fields are marked *