eMetrics Toronto 2009

April 7, 2023

Advanced Paid Search Optimization and Analytics

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Agenda

• Quick Intro to Attribution

• The Age-Old “Credit” Issue

• Before Setup

• Vendor Specific Actions

• Future of Paid Search Analytics

April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics

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Overview of Attribution

• Definition

• Not Everything Attributes the Same

• Not 100% Perfect

• Analytics Solutions can Help

• Once Isn’t Enough

April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics

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Who Deserves Credit?

April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics

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1 Paid SearchHome PageProduct Page

2 3rd Party AdHome PageProduct PageShopping Cart

3 BookmarkHome PageProduct PageShopping CartPurchase

Before Setup

• Sales Cycle Length

• Establish Baselines

• Cookies, Schmookies

• After Data Collection

• Remember Offline

• Beyond Paid Search

April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics

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April 7, 2023Search Marketing Session: SEO

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When Google Analytics detects this variable, it will retain the first campaign's information, regardless of which links the user later followed to arrive at the conversion.

April 7, 2023

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Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics

April 7, 2023

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Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics

Future of Paid Search Analytics

• Not How, but How much Attribution

• Touch Point Analysis

• Pay Per Tweet

April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics

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Recap

• Definition of Attribution

• What to Address Before Setup

• Understand Your Business

• Analytics Tools Can Help

• Future of Paid Search Analytics

April 7, 2023

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Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics

Questions?

Web Analytics World: www.WebAnalyticsWorld.net

Twitter www.Twitter.com/WaWorld

April 7, 2023Advanced Paid Search & Analytics: Attribution, Future Paid Search Analytics

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