This is Part IV in a series on Metrics + Measurement for Beginners. Start at the beginning with How to Measure Success of Your Marketing Campaigns. A few years ago, I was on the hunt for a new bike. I looked at bike shops, read blogs, searched for reviews, and asked friends. Then I saw a blog post about really colorful bikes from a brand I hadn’t heard of. I visited their website and noticed the prices were really cheap. A few days later I searched on Google and found the site again. The next week, I asked a local bike shop about the quality. I spent another week looking at pictures and comparing the components to other bikes and looked on Google Shopping. I finally bought the bike and had it assembled at my local bike shop. Yay! No, this isn’t just a mediocre story about my bike shopping experience. Question>> What channel should get credit for my bike purchase? Previously, in that scenario, Google Shopping would have gotten the credit as it was the last interaction before the sale (conversion). We all know that’s not the full picture, and thankfully in Google Analytics you can use their Attribution tool to see a different perspective. [...]
Marketing Attribution in Google Analytics: 5 Essential Reports
