Featured Tool

Attribution Modeling

Make your marketing accountable with Attribution Modeling At a glance

Before your customers buy or convert, they may see many different parts of your online

• Rapidly build & compare attribution models

marketing campaign -- including paid and organic search, email, affiliate marketing,

• See upper & lower funnel marketing impact

your results.

• 5 standard models, plus customization

With Attribution Modeling in Google Analytics, you can assign value to all of the factors

display ads, mobile placements, and more. Each of these elements has an impact on

that contributed to a sale, so you can make better decisions about the future.

• Assign value to all interactions • Improve marketing outcomes

Assign value to each customer interaction leading to a sale or conversion



Capture the true importance of upper



Rapidly build attribution models using

and lower funnel marketing activities

the data you’re already tracking in Google Analytics



Compare up to 3 different attribution models side-by-side so you can find the model that best fits your campaign objectives



Easily customize models to more



Gauge the impact of your channels

accurately represent your business

and referral sources in a clear comparison table

Compare and customize models to best reflect your campaign goals The Attribution Modeling tool offers 5 standard models, plus the opportunity to customize according to your needs. You can compare up to 3 models simultaneously and adjust credit weightings to reflect the true impact of your complete marketing campaign.

Select your attribution models: 100%

About Google Analytics Google Analytics provides a powerful web analytics solution that’s easy to use across your entire enterprise. Industryleading tools designed with Google’s signature simplicity give your decision-makers the insights they need to improve the performance and ROI of their marketing and online initiatives. For more information visit: www.google.com/analytics

The Last Interaction model attributes 100% of the value to the last channel before a conversion or sale. It’s a great baseline for comparison with other models.

last click takes all 100%

The First Interaction model can help you understand which campaigns create initial awareness for your brand or product. first click takes all

The Linear model might be used if your campaigns are designed to maintain contact and awareness with the 20%

20%

20%

20%

20%

customer throughout the entire sales cycle.

linear (equal credit)

30%

10%

10%

10%

40%

The Position Based model can be used to adjust credit for different parts of the customer journey, such as early interactions that create awareness and late interactions that close sales.

weighted by funnel position

5%

10%

15%

25%

45%

The Time Decay model assigns the most credit to touchpoints that occurred nearest to the time of conversion. It can be useful for campaigns with short sales cycles, such as promotions.

time decay

5%

25%

15%

45%

10%

Google Analytics also makes it easy for you to Customize your models and create credit rules based on position, type of interaction, traffic source, campaign, specific keywords, and more.

customized

Understand campaign and channel impact with easy-to-read reports See the number of conversions and the conversion value for different channels, referral sources, and campaigns. Compare values easily across models with the percentage change metric. For example, you may find a certain keyword or display advertisement shows low revenue value under the last interaction model, but receives more credit under another model.

For more information visit: www.google.com/analytics © 2012 Google Inc. All rights reserved. Google and the Google logo are trademarks of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.

Make your marketing accountable with Attribution ... - Services

and lower funnel marketing activities. • Rapidly build attribution models using the data you're already tracking in. Google Analytics. • Compare up to 3 different attribution ... and adjust credit weightings to reflect the true impact of your complete marketing campaign. 10%. 10%. 10%. 30%. 40% weighted by funnel position.

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