{"id":10260,"date":"2013-02-07T08:30:43","date_gmt":"2013-02-07T14:30:43","guid":{"rendered":"https:\/\/crazyeggblog.wpengine.com\/?p=10260"},"modified":"2018-04-24T21:29:39","modified_gmt":"2018-04-25T02:29:39","slug":"how-to-use-google-analtyics-attribution-modeling-tool","status":"publish","type":"post","link":"https:\/\/www.crazyegg.com\/blog\/how-to-use-google-analtyics-attribution-modeling-tool\/","title":{"rendered":"How To Use Google Analytics New Attribution Modeling Tool (And how to get it)"},"content":{"rendered":"<p>One of the knocks on Google Analytics has been the way it handles goal attribution.<\/p>\n<p><strong>Translation<\/strong>: \u00a0the way that Google Analytics currently gives credit to a conversion (a purchase, a form fill, a donation, etc) can be very misleading.<\/p>\n<p>Google Analytics currently attributes credit for a conversion using the <strong>Last Interaction Model<\/strong>. \u00a0If you want the long story on this\u00a0<a href=\"https:\/\/www.crazyegg.com\/blog\/how-does-google-analytics-attribute-goal-conversions\/\" target=\"_blank\" rel=\"noopener\">read this article on Attribution Models.<\/a><\/p>\n<p>Here&#8217;s an example of the Last Interaction Attribution Model at work&#8230;<\/p>\n<div style=\"border: 1px solid #333333; padding: 15px; margin: 10px; font-size: 14px; color: #ffffff; float: right; width: 250px; background: #7F7F7F;\">As of this writing, Google Analytics Attribution Modeling tool is not available to everyone. \u00a0You can get access by putting your name on\u00a0<span style=\"text-decoration: underline; color: #ffffff;\"><a href=\"https:\/\/docs.google.com\/spreadsheet\/viewform?formkey=dEJrTVNSN2RBUm03MUVHLWRwcE1jT1E6MA#gid=0\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"color: #ffffff; text-decoration: underline;\">this list<\/span><\/a><\/span>. \u00a0They won&#8217;t email you when they add it to your reports, it will just appear. \u00a0So, check back once in a while. \u00a0It took a couple of weeks for them to add it to my reports.<\/div>\n<ol>\n<li>Jane is researching\u00a0<em>blue buckets<\/em> and finds your website via Google Search. \u00a0She browses around and likes the buckets you sell. \u00a0But she&#8217;s not ready to buy. \u00a0She clicks to &#8220;Like&#8221; your company on Facebook. \u00a0She then leaves your website.<\/li>\n<li>Your company writes an article on your company blog about how one of your customers is using your <em>blue buckets<\/em> successfully. \u00a0You post a link to the article on your Facebook page. \u00a0Jane clicks on this link and reads the article. \u00a0She finds the article very interesting. \u00a0She exits your website.<\/li>\n<li>Jane is back on Google researching blue buckets and sees a PPC ad to your website. \u00a0She clicks on it. \u00a0She buys a blue bucket.<\/li>\n<\/ol>\n<p>Attribution for this scenario would look like this in the Last Interaction model,<\/p>\n<p><img decoding=\"async\" style=\"border: 1px solid black;\" title=\"multi-channel-report\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/multi-channel-report2.jpg\" alt=\"Last Interaction Model\" width=\"380\" height=\"92\" \/><\/p>\n<p>This causes obvious problems when trying to decide where, when and how much to spend on a marketing channel or tactic. \u00a0In the above example, we might make the decision to cut the SEO and social media budgets and increase the PPC budget.<\/p>\n<p>That is, until now.<\/p>\n<h2>New Attribution Modeling Tool provides more clarity<\/h2>\n<p>The Last Interaction Model is still available in\u00a0the Google Analytics Attribution Modeling Tool but now there are a number of other models to choose from as well.<\/p>\n<p>Here is a look at the new attribution models available in Google Analytics,<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/attribution-models.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-10262\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/attribution-models.jpg\" alt=\"attribution-models\" width=\"558\" height=\"283\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/attribution-models.jpg 558w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/attribution-models-300x152.jpg 300w\" sizes=\"(max-width: 558px) 100vw, 558px\" \/><\/a><\/p>\n<p>If, in our <em>blue buckets<\/em>\u00a0example above you chose to look at your reports using the <strong>First Interaction\u00a0Model<\/strong>, it would look like this,<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/multi-channel-report4.jpg\"><img decoding=\"async\" style=\"border: 1px solid black;\" title=\"multi-channel-report\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/multi-channel-report4.jpg\" alt=\"First Interaction Attribution Model\" width=\"406\" height=\"96\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>In other words, the First Interaction would get all the credit. \u00a0You might use this to find out what channels are driving awareness (top of funnel) activity for you. \u00a0 I&#8217;ll show an example of that in just a minute.<\/p>\n<p>For more information about different types of attribution models, <a href=\"https:\/\/www.crazyegg.com\/blog\/how-does-google-analytics-attribute-goal-conversions\/\" target=\"_blank\" rel=\"noopener\">read this<\/a>.<\/p>\n<h2>Google Analytics Attribution Modeling Tool In Action<\/h2>\n<p>As with any blog, our lifeline is our audience. \u00a0Growing subscribers is a high priority for us &#8212; but what are the primary drivers for driving subscribers for The Daily Egg?<\/p>\n<p>The new attribution modeling tool in Google Analytics gives us several ways to think about the way our marketing is driving subscribers,<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/interaction-models.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-10263\" style=\"border: 1px solid black;\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/interaction-models.jpg\" alt=\"interaction-models\" width=\"525\" height=\"148\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/interaction-models.jpg 525w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/interaction-models-300x84.jpg 300w\" sizes=\"(max-width: 525px) 100vw, 525px\" \/><\/a><\/p>\n<p>The Last and First Interaction Models are fairly straight forward. \u00a0Time Decay is an attribution model that gives more attribution to interactions that happened recently and less to those that happened further in the past.<\/p>\n<p>As you can see with the above report, Referral Traffic is a popular way for those that eventually subscribe to the blog to become aware of the blog.<\/p>\n<p>Let&#8217;s say we want to take a look at how well some of our referral sources \u00a0are doing at driving Free Trial sign-ups for the Crazy Egg software.<\/p>\n<p>Let&#8217;s take a look at how well <a href=\"https:\/\/www.quicksprout.com\" target=\"_blank\" rel=\"noopener\">QuickSprout<\/a> (Neil Patel&#8217;s blog) and The Daily Egg (this blog) are doing at driving sign-ups.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/referrals-from-blog.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-10264\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/referrals-from-blog.jpg\" alt=\"referrals-from-blog\" width=\"591\" height=\"96\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/referrals-from-blog.jpg 591w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/referrals-from-blog-300x48.jpg 300w\" sizes=\"(max-width: 591px) 100vw, 591px\" \/><\/a><\/p>\n<p>As you can see, these blogs are better at introducing folks to a product than they do closing the deal. \u00a0There is about a 90% increase in conversions for QuickSprout when you give 100% attribution to the first interaction &#8212; something that would be completely lost in Google Analytics before the new Attribution Modeling Tool.<\/p>\n<h2>It&#8217;s not perfect (far from it)<\/h2>\n<p>It seems I end a lot of analytics articles the same way &#8212; it&#8217;s not perfect. \u00a0<a href=\"https:\/\/www.crazyegg.com\/blog\/why-is-google-analytics-inaccurate\/\" target=\"_blank\" rel=\"noopener\">Analytics aren&#8217;t perfect<\/a> and they never will be.<\/p>\n<p>This report, like any other GA report, can be skewed by people deleting cookies, moving devices, blocking javascript, etc.<\/p>\n<p>But one thing that keeps this tool from being far from perfect is something called the <em>Lookback Window<\/em>.<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/lookback-window.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-10265\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/lookback-window.jpg\" alt=\"lookback-window\" width=\"460\" height=\"124\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/lookback-window.jpg 460w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/lookback-window-300x80.jpg 300w\" sizes=\"(max-width: 460px) 100vw, 460px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>The tool is only taking into account interactions that took place in the last 30 days.<\/p>\n<p>For example, if you were looking at conversions using a First Interaction model it might look like this,<\/p>\n<p><a href=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/look-back-window-problem.jpg\"><img decoding=\"async\" class=\"aligncenter size-full wp-image-10266\" src=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/look-back-window-problem.jpg\" alt=\"look-back-window-problem\" width=\"526\" height=\"162\" srcset=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/look-back-window-problem.jpg 526w, https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/01\/look-back-window-problem-300x92.jpg 300w\" sizes=\"(max-width: 526px) 100vw, 526px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Since the tool doesn&#8217;t look back more than 30 days, your SEO gets no credit for this conversion &#8212; even in a First Interaction Model. \u00a0In this case, the First Interaction would be counted as the Social Network.<\/p>\n<p>I&#8217;ve heard rumors that Google Analytics is going to increase the window to 90 days at some point, but for now we are working with 30 days of data.<\/p>\n<p>But, as with all things in Analytics, we are looking at the big picture. \u00a0And these new methods for viewing goal attributions are, all in all, a great and welcome addition to the free version of Google Analytics.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>One of the knocks on Google Analytics has been the way it handles goal attribution. Translation: \u00a0the way that Google Analytics currently gives credit to&#8230;<\/p>\n","protected":false},"author":2,"featured_media":10323,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","_lmt_disableupdate":"","_lmt_disable":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[8],"tags":[],"class_list":["post-10260","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Use Google Analytics New Attribution Modeling Tool<\/title>\n<meta name=\"description\" content=\"How To Use Google Analytics New Attribution Modeling Tool (and how to get it). The way that Google Analytics currently gives credit to a conversion (a purchase, a form fill, a donation, etc) can be very misleading.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crazyegg.com\/blog\/how-to-use-google-analtyics-attribution-modeling-tool\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Use Google Analytics New Attribution Modeling Tool\" \/>\n<meta property=\"og:description\" content=\"How To Use Google Analytics New Attribution Modeling Tool (and how to get it). The way that Google Analytics currently gives credit to a conversion (a purchase, a form fill, a donation, etc) can be very misleading.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.crazyegg.com\/blog\/how-to-use-google-analtyics-attribution-modeling-tool\/\" \/>\n<meta property=\"og:site_name\" content=\"The Daily Egg\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/crazyegganalytics\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/tinybusinessmightyprofits\" \/>\n<meta property=\"article:published_time\" content=\"2013-02-07T14:30:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-04-25T02:29:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ceblog.s3.amazonaws.com\/wp-content\/uploads\/2013\/02\/google-logo.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"537\" \/>\n\t<meta property=\"og:image:height\" content=\"341\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Russ Henneberry\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/www.twitter.com\/russhenneberry\" \/>\n<meta name=\"twitter:site\" content=\"@CrazyEgg\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Russ Henneberry\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analtyics-attribution-modeling-tool\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analtyics-attribution-modeling-tool\\\/\"},\"author\":{\"name\":\"Russ Henneberry\",\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/#\\\/schema\\\/person\\\/9dfc2e6281993f659413ed1a700b8a13\"},\"headline\":\"How To Use Google Analytics New Attribution Modeling Tool (And how to get it)\",\"datePublished\":\"2013-02-07T14:30:43+00:00\",\"dateModified\":\"2018-04-25T02:29:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analtyics-attribution-modeling-tool\\\/\"},\"wordCount\":893,\"commentCount\":21,\"publisher\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analtyics-attribution-modeling-tool\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ceblog.s3.amazonaws.com\\\/wp-content\\\/uploads\\\/2013\\\/02\\\/google-logo.jpg\",\"articleSection\":[\"Analytics\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analtyics-attribution-modeling-tool\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analtyics-attribution-modeling-tool\\\/\",\"url\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analtyics-attribution-modeling-tool\\\/\",\"name\":\"How To Use Google Analytics New Attribution Modeling Tool\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analtyics-attribution-modeling-tool\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.crazyegg.com\\\/blog\\\/how-to-use-google-analtyics-attribution-modeling-tool\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ceblog.s3.amazonaws.com\\\/wp-content\\\/uploads\\\/2013\\\/02\\\/google-logo.jpg\",\"datePublished\":\"2013-02-07T14:30:43+00:00\",\"dateModified\":\"2018-04-25T02:29:39+00:00\",\"description\":\"How To Use Google Analytics New Attribution Modeling Tool (and how to get it). 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