In the tenth lesson of the Google Analytics Intermediate Course, we’ll dive into the ins and outs of the latest report available in the tool: The Comparison of Attribution Models.
The attribution models are tools that serve as support in the distribution of the responsibility that we assign to each channel in the fulfillment of an objective.
If you study the Conversions > Conversion Paths report, you will see that, except for very simple business cases, several channels always come into play when a conversion occurs.
The usual thing is that the user arrives at the site for the first time through an organic or paid search channel, that they return through a social network, for example, and that their last visit before converting is due to direct traffic. Let’s see it!
In the report that we mentioned above, you will see how different patterns of combining channels of this type are produced. The conclusion we can draw is that each conversion does not come from a single channel, as we might think from the reductionist view of some reports, but rather that several channels almost always work as a team.
And yet it is important to know the influence of each channel in the process. There are very good channels to open contacts and others that work better to close them. This will depend on each business and website.
Attribution models are a tool aimed precisely at trying to offer an answer in this regard, knowing the weight of each channel and helping us decide where it is more profitable to focus our efforts.
As a review exercise, I invite you to create your own attribution model. First determine if you are in a conservative or growth phase of your business. If you are not clear, perhaps it is time to use a linear model.
In any case, establish the necessary filters. What do you want to demonstrate? Is there a specific channel or medium in which you are working in a special way? Compare this to the predefined last indirect click model to see how it affects the data. Do they vary significantly?
With this lesson we have reached the end of the course. We thank you for having participated, it has been a pleasure to have you. Remember that you have the entire support team to give you a cable with any questions you may have. See you in the advanced Google Analytics course! 🙂
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