Multi-Channel Funnels and Attribution Models Flashcards
On the First Interaction Analysis tab of the Assisted Conversions report, Social shows 2.98 as the value for the metric First / Last Click or Direct Conversions. What does this mean?
- Visitors from social networks disproportionately converted on their last visit
- Visitors from social networks disproportionately converted following visits from other channels
- Visits from social networks drove first-click conversions one third as often as last-click conversions
- Visits from social networks drove first-click conversions three times as often as last-click conversions
- Visits from social networks drove first-click conversions three times as often as last-click
A First / Last Click or Direct Conversions value greater than 1 indicates that the given channel drove a first-click conversion (or Ecommerce transaction) more frequently than the last visit before a conversion. In this question, social networks drove first-click conversions three times more frequently than the last click before a conversion.
A value lower than 1 would mean the opposite: the channel accounted for the last click before a conversion more frequently than first-click conversions.
In which report can you see the keywords that led to conversions during a later visit?
Assisted Conversions
You can select Keyword as the primary dimension in the Multi-Channel Funnels > Assisted Conversions report to view keywords that drove visits and generated conversions on subsequent visits.
In the Assisted Conversions report, Organic Search shows 2.01 as the value for Assisted / Last Click or Direct Conversions. What does this mean?
Visits from search engines helped eventual conversions twice as often as driving the converting visit
An Assisted / Last Click or Direct Conversions value greater than 1 indicates that the given channel assisted with eventual conversions (or Ecommerce transactions) on return visits from other channels more frequently than driving immediate conversions. In this question, Organic Search drove first-click or assisting visits that later led to a conversion more frequently than it drove the last click before a conversion.
In the Assisted Conversions report, which metric would indicate that a channel is assisting more goal conversions and Ecommerce transactions rather than closing them?
Assisted / Last Click or Direct Conversions value above 1.00
Assisted / Last Click or Direct Conversions is a simple ratio that evaluates a channel in terms of conversion assists vs. conversion completions. A value above 1 indicates that the channel accounts for more assists than closes; a value below 1 indicates that the channel accounts for more closes than assists.
Which attribution model does Google Analytics apply in most reports?
- First interaction
- Last interaction
- Last Non-Direct Click
- Linear
- Last Non-Direct Click
Most reports in Google Analytics attribute a visit only to most recent source, or to a non-direct source that preceded a direct visit. This is the Last Non-Direct Click model, and is conceptually referred to as last-click attribution.
Which report can help you identify channels that are most effective at generating initial visits that later lead to conversions?
Assisted Conversions
Which attribution model allows you to give more credit to more recent sources/channels that led to a goal completion or an ecommerce transaction?
Time Decay
In the Conversions > Attribution > Model Comparison report, you can select Time Decay to attribute greater goal value and Ecommerce revenue to the sources/channels based on recency before the converting visit.
Note that when you’re comparing attribution models, you’re evaluating your own assumptions about the importance of different traffic channels at different points in the visit history leading up to conversions and transactions. Google Analytics cannot determine, on its own, which visit (first, last, or somewhere in between) was in reality most critical in driving the conversion.
What is your first step in displaying a specific referring site as a channel in your Multi-Channel Funnel reports?
Copy the Multi-Channel Funnel Grouping template
You can break out a specific traffic source as its own channel in the Multi-Channel Funnel reports by selecting Channel Groupings > Copy MCF Channel Grouping Template within one of the Multi-Channel Funnel reports, such as Assisted Conversions.
Note that on the admin panel for your view, Channel Grouping relates to the Acquisition > Channels report, and Custom Channel Groupings relates to the Multi-Channel Funnel reports.
Which of the following statements about the Last Non-Direct Click attribution model are true?
- This model will sometimes credit the Direct channel with goal value
- This model is most closely follows attribution in the Goal Overview report
The Last Non-Direct Click attribution model gives credit to the Direct channel only if the conversion or transaction occurred during the direct visit and only if that visit did not follow a visit from a non-direct channel, such as a referral.
While you can define custom attribution models on your own, Last Non-Direct Click is available as a built-in attribution model.
This type of attribution is also used with the regular Goal reports: a direct visit receives credit for the conversion only if not preceded by a visit from a more specific source/medium.
What is the maximum lookback window in the Multi-Channel Funnels reports and the Attribution Model Comparison Tool?
90 Days
The default lookback window is these reports is 30 days, but you can set the lookback up to 90 days.
The Position-Based attribution model:
Is basically a hybrid of the First Interaction and Last Interaction models
Somewhat oddly named, the Position-Based attribution model gives 40% credit each for the first and last channels that drove visits leading to a conversion and then equally divides the remaining 20% among all interceding channels.
In the Last Non-Direct Click attribution model, all direct traffic is
ignored, and 100% of the credit for the sale goes to the last channel that the customer clicked through from before converting – in this case, the Email channel.
In the Last Interaction attribution model, the last touchpoint – in this case, the Direct channel – would receive
100% of the credit for the sale.
In the Position Based attribution model, 40% credit is assigned to each the first and last interaction, and the remaining
20% credit is distributed evenly to the middle interactions. In this example, the Paid Search and Direct channels would each receive 40% credit, while the Social Network and Email channels would each receive 10% credit.
With the Multi-Channel Funnels reports and the Attribution Model Comparison Tool you cn configure them for
goal value, ecommerce revenue, or both
