Lesson 4 Flashcards
What are 3 types of success events?
Counter
Numeric
Currency
Counter:
increase the count by “1” each time the
event is set (ex: Number of Internal Searches)
Numeric:
allows you to pass any number you want to the event (ex: # of products returned = 450)
Currency:
similar to numeric, but shown with the base
currency of the Report Suite (ex: shipping cost = $4)
What are 2 types of success event allocation?
Linear
Participation
Define the linear success event
event is allocated evenly for each page/value.
Define the participation success event
assigns equal credit to each variable
value that participates in the flow leading to a success
event
Most Frequently Asked Questions in Digital Marketing
How did visitors come to our site?
Which marketing channel has the highest ROI?
Why is Digital Marketing important?
Digital Media spend is growing exponentially.
Digital Marketing Channels
Email Typed/Bookmarked – Direct Load Display Banner Social Paid Search Natural Search PLA Affiliate
Search and Banner Ads represent __% of Digital Media spend
~69%
There are 2 out of the box folders in AA that will help us understand how visitors got to the site:
- Traffic Sources
2. Campaigns
The reports for Traffic Sources menu fall into 3 basics categories:
- Search Engines
- Search Keywords
- Referrers and Referring Domains
Traffic Sources: Search Engines
Traffic and Conversion information regarding search engines (Google, Yahoo, Bing, etc..) that drove traffic to the site.
*Mostly used to segment Natural Search traffic (visits where tracking code doesn’t exist, but a search engine exists)
Traffic Sources: Search Keywords
- Shows the exact keyword or phrase that people entered into the search engine’s field
- Keyword Unavailable: starting in 2013 Google and other engines have stopped sharing keywords data making this report useless
Traffic Sources: Referrers and Referring Domains
• List of external pages that drove traffic to your site
*Do not confuse referrers with previous pages
Campaign Reports
- Provides more granular information about marketing campaign performance
- Allows custom reporting based on specific needs for the company
Tracking Code
• A campaign’s tracking code is a unique identifier that tracks which campaign drove traffic to the site
(ex: 6pm Email for Men 20% off)
- This information does not automatically flow into AA because each company manages campaigns differently
- An AA Admin must set this up in cooperation with the Media Teams
Tracking Code Tagging
• The way campaign tracking is done in Google Analytics has become the industry de-facto standard
• The method uses a set of parameters (called “UTM”)
to identify the campaign source and medium
• Those parameters are then attached to the landing page URL and parsed out by the analytics tool
Saint Classifications
- When you “classify” a variable, you are establishing a relationship between a variable and meta-data related to that variable
- Classifications are used to categorize values into groups and report at the group level (ex: classify Paid Search campaigns into Paid Search as channel)
Saint Classifications are mostly used for
Campaign and Product variables
How to Create a Saint Classification
- Admin > Report Suites
- Edit Settings > Conversion
- Conversion Classification
Classification Importer
Used to upload classifications into Adobe Analytics. You can also export the data prior to an import.
There are 2 ways to import classification data into Adobe Analytics:
- Browser import: Admin > Classification Importer
2. FTP Import: if the file is too big or needs automated processing
Classification Rule Builder
- Rather than maintaining and uploading classifications each time your tracking codes change, you can create automatic, rule-based classifications and apply them across multiple Report Suites
- Rules are processed at frequent intervals, depending on your volume of classification related traffic
Marketing Channel Report
- The folder provides an aggregate view of acquisition channels performance
- Both First and Last touch allocation is available for each conversion metric
First vs Last Touch Attribution
A customer visited our site four times. On the final visit, he made a purchase.
How would the Marketing Channels report allocate the purchase?
Marketing Channel Attribution Modeling
Last Non-Direct Click
Linear
Time Decay
Position-based
Last Non-Direct Click:
all direct traffic is ignored, 100% of the credit goes to the last channel that the customer clicked through (Email)
Linear:
each touchpoint in the conversion path (Paid Search, Social, Email, and Direct) share equal credit (25% each) for the sale
Time Decay:
the touchpoints closest in time to the sale get most of the credit(Direct and Email).
Position-based:
40% is assigned to each the first and last interaction (Paid Search and Direct), and the remaining 20% is distributed evenly to the middle interactions (Social and Email).
