The Journey To Cross-Device Nirvana By Mike Henderson
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From the SMX West Conference in San Jose, California, March 21-23, 2017. SESSION: Attribution Success In A Cross-Device World. PRESENTATION: The Journey To Cross-Device Nirvana - Given by Mike Henderson, @innuhendo - SuretyBonds.com, Digital Marketing Director. #SMX #23C
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The Journey To Cross-Device Nirvana By Mike Henderson
- 1. #SMX #23C @innuHendo Finding Lebowski-Level Peace With Your Users’ Device Habits The Journey To Cross-Device Nirvana
- 2. #SMX #23C @innuHendo My Goal Get you from here… Source
- 3. #SMX #23C @innuHendo My Goal …to here! Source
- 4. #SMX #23C @innuHendo Digital Marketing Director @ SuretyBonds.com Main areas of emphasis: • PPC • Analytics • CRO About Me
- 5. #SMX #23C @innuHendo Is cross-device conversion worth monitoring for your business? How many conversions are coming from users interacting on different devices? What roll does PPC play in the customer journey and cross-device activity? What we’ll cover – coming of age story
- 6. #SMX #23C @innuHendo How do you know the effect affect impact of cross device activity on your business?
- 7. #SMX #23C @innuHendo Traffic by device – 30%+ site traffic from mobile or tablet? Do I need to investigate my user’s cross-device activity?
- 8. #SMX #23C @innuHendo Traffic by device – 30%+ site traffic from mobile or tablet? Path Length – 15%+ conversions from 2 or more interactions? Do I need to investigate my user’s cross-device activity?
- 9. #SMX #23C @innuHendo Traffic by device – 30%+ site traffic from mobile or tablet? Path Length – 15%+ conversions from 2 or more interactions? Do I need to investigate my user’s cross-device activity?
- 10. #SMX #23C @innuHendo Attribution Reporting in AdWords AdWords Reporting
- 11. #SMX #23C @innuHendo Where to find these reports in AdWords
- 12. #SMX #23C @innuHendo How many conversion involve cross-device activity?
- 13. #SMX #23C @innuHendo How many conversion involve cross-device activity? AdWords Devices Report
- 14. #SMX #23C @innuHendo How many conversion involve cross-device activity? AdWords Devices Report
- 15. #SMX #23C @innuHendo How many conversion involve cross-device activity? AdWords Devices Report
- 16. #SMX #23C @innuHendo How many conversion involve cross-device activity? AdWords Device Paths Report
- 17. #SMX #23C @innuHendo How many conversion involve cross-device activity? AdWords Assisting Devices Report
- 18. #SMX #23C @innuHendo The role other devices play into our click-to-call conversions Where our mobile spending was going further than what is visible in the traditional AdWords reporting Insights from AdWords Reports
- 19. #SMX #23C @innuHendo The role other devices play into our click-to-call conversions Where our mobile spending was going further than what is visible in the traditional AdWords reporting Are we only seeing AdWords activity? Insights from AdWords Reports
- 20. #SMX #23C @innuHendo AdWords & Google Analytics Path Length Data Comparison 38% discrepancy Includes all traffic sources AdWords users have interacted with
- 21. #SMX #23C @innuHendo AdWords & Google Analytics Data Comparison 2% discrepancy GA filter for users whose first or last interaction before converting was AdWords
- 22. #SMX #23C @innuHendo Bringing In Other Traffic Sources Google Analytics Reporting
- 23. #SMX #23C @innuHendo Better reporting for % of traffic by device • Audience -> Mobile -> Overview Path length • Conversions -> Multi-Channel Funnels -> Path Length
- 24. #SMX #23C @innuHendo Where to find these reports in Google Analytics
- 25. #SMX #23C @innuHendo What role does PPC (mobile in particular) play in the customer journey?
- 26. #SMX #23C @innuHendo Top Conversion Paths
- 27. #SMX #23C @innuHendo Top Conversion Paths
- 28. #SMX #23C @innuHendo Set “Campaign (Or Source/Medium) Path” as the primary dimension to see more precise interactions between paid campaigns and other channels • Running device-specific campaigns? Filtered by “mobile” or “tablet” Top Conversion Paths
- 29. #SMX #23C @innuHendo Helpful primary/secondary dimensions: • Keyword Path - mainly for PPC-only journeys • Keyword (Or Source/Medium Path) • Landing Page URL Path – for intent or filter by mobile specific urls Top Conversion Paths
- 30. #SMX #23C @innuHendo Main result: Noticed a lot of mobile & tablet traffic at the beginning of the customer journey to conversion Top Conversion Paths
- 31. #SMX #23C @innuHendo To confirm the importance of mobile & tablet traffic at the top of the funnel Attribution Model Comparison Tool
- 32. #SMX #23C @innuHendo First Interaction & Time Decay Attribution Model Comparison Attribution Model Comparison Tool Device % Change in Conversions from First Interaction toTime Decay Model Comparison to Desktop % Change Desktop -8.71% -- Mobile -12.42% 42.59% Tablet -12.14% 39.32%
- 33. #SMX #23C @innuHendo But Mike, I’m trying to get down to the nitty gritty…
- 34. #SMX #23C @innuHendo User Explorer
- 35. #SMX #23C @innuHendo User Explorer
- 36. #SMX #23C @innuHendo User Explorer Lead Submitted Click from nurture email Lead Submitted TOFU Search BOFU Search Purchase Click from nurture email?
- 37. #SMX #23C @innuHendo About Google Analytics User IDs • https://support.google.com/analytics/answer/3123662 User ID Set Up • https://support.google.com/analytics/answer/3123666 User IDs
- 38. #SMX #23C @innuHendo What’s next?
- 39. #SMX #23C @innuHendo Focus on tracking events (engagement) instead of pageviews Custom, retroactive funnel analysis Mixpanel IDs & Internal IDs as event properties More robust “User Explorer” reporting Mixpanel
- 40. #SMX #23C @innuHendo Current uses: • Cross-device tracking • Form tracking • Lead to close journey analysis • Email tracking • PPC attribution • Connecting front and backend data sources Mixpanel
- 41. #SMX #23C @innuHendo Able to answer questions like: • Do users who initially visit from a mobile device have a higher likelihood of submitting a lead? • Are leads from tablet devices likely to close? • How many users are submitting a lead on desktop and opening the thank you email on mobile? • Are there issues with our forms on certain devices/OS? Mixpanel
- 43. #SMX #23C @innuHendo THANK YOU! FOLLOW: @innuHendo /in/mikedhenderson/
Editor's Notes
- If at first glance this number seems low, realize that it could be way higher after optimizations are made to increase it Is this only taking AdWords traffic into consideration?
- Much easier to visualize. Preferred by my boss If data is low, switch to “Based on Impressions”
- Not extremely helpful at first glance, more valuable when you select Campaign, Ad Group or Keyword Segmentation Most value IMO in ratio column (far right hand side)