Designed by retail marketing advertisers, the Q4 PPC Summit will showcase the innovative strategies used by PPC experts & will demonstrate how to implement into your Q4 advertising armory.

1. The 2016
Annual Q4 PPC Virtual Summit
H o w P P C A d v e r t i s e r s C a n P r e p a r e f o r t h e
U p c o m i n g H o l i d a y S h o p p i n g S e a s o n

2. Q4 Summit Layout
Day 1
Owning the Q4 Google Shopping Search Results
Day 2
Lesson from Holidays Past: Maximize Your Q4 Paid
Search Campaigns
Day 3
Making Better Marketing Decisions Using Campaign
Attribution Models

3. Event Logistics
• Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent 9/2/16
• More Resources In the Handouts Section to the Right
• Poll Questions Throughout Presentation
Q4 Summit Event Coordinator
Nick Cotter
Marketing Operations Coordinator

4. Hosted by
Sheryl, Digital Marketer
Nick, Ecommerce Application Developer
Making Better Marketing
Decisions Using Campaign
Attribution Models

5. Attribution Modeling is the process of determining how
credit for sales and conversions are assigned to various
touch points across the marketing journey.
What is Attribution Modeling?

6. Attribution Modeling is Not New
Then Now
Focus Groups
SurveysMailers

7. The Challenge
How do you properly
attribute sales in a world
filled with non-linear
customer journeys?

8. POLL QUESTION! 3 0
Do you look at different attribution models
depending on your goals?
A. Yes, I look at several types of attribution models.
B. No, I stick to the same attribution model.
C. I have no idea what attribution model I use!
SEC

9. Part 1: Single Channel
Attribution Models

10. 1
FACEBOOK
AD
EMAIL ORGANIC
SEARCH
DISPLAY DIRECT
$100
$100
2 3 4 5
SINGLE CHANNEL ATTRIBUTION
First Click
In the First Click attribution model, the first touch point would
receive 100% of the credit for the conversion.

11. First Click
In the First Click attribution model, the first touch point would
receive 100% of the credit for the conversion.
SINGLE CHANNEL ATTRIBUTION
• Use a limited number of channels
• Brand awareness
• New Customer Acquisition
• Ignores a large portion of funnel
• Not good for longer sales cycles
• Not representative of repeat
purchasers

12. Last Click
1
FACEBOOK
AD
EMAILORGANIC
SEARCH
DISPLAYDIRECT
$100
$100
2 3 4 5
SINGLE CHANNEL ATTRIBUTION
In the Last Click attribution model, the final touch point before
the sale would receive 100% of the credit for the conversion.

13. Last Click
In the Last Click attribution model, the final touch point before
the sale would receive 100% of the credit for the conversion.
SINGLE CHANNEL ATTRIBUTION
• Shorter sales cycle
• Less expensive product or less research involved
• Helps to isolate the “Decision Factor”

14. Last Click
In the Last Click attribution model, the final touch point before
the sale would receive 100% of the credit for the conversion.
SINGLE CHANNEL ATTRIBUTION
WORD OF MOUTH
REVIEWS IN A LOCAL PAPER
ONLINE ADS
SOCIAL MEDIA
MENU

15. Last Non-Direct Click
In the Last Non-Direct Click, all direct traffic is ignored and
100% of the credit goes to the last channel that the customer
clicked through before converting.
1
FACEBOOK
AD
EMAIL ORGANIC
SEARCH
DISPLAY DIRECT
$100
$100
2 3 4 5
SINGLE CHANNEL ATTRIBUTION

16. SINGLE CHANNEL ATTRIBUTION
Last Non-Direct Click

17. Part 2: Mixed Channel
Attribution Models

18. 1
FACEBOOK
AD
EMAILORGANIC
SEARCH
DISPLAYDIRECT
$100
$20
2 3 4 5
MIXED CHANNEL ATTRIBUTION
Linear
In the Linear attribution model, each touch point on the
conversion path would share equal credit for the conversion.
$20 $20 $20 $20

19. MIXED CHANNEL ATTRIBUTION
• Overall brand awareness
• Identify all channels commonly
associated with a customer journey
“Everyone get’s a trophy.”
Linear
In the Linear attribution model, each touch point on the
conversion path would share equal credit for the conversion.

20. 1
FACEBOOK
AD
EMAILORGANIC
SEARCH
DISPLAYDIRECT
$100
$40
2 3 4 5
MIXED CHANNEL ATTRIBUTION
$6.60 $6.60 $6.60 $40
Position Based
In the Position Based model, 40% of the credit for the
conversion goes to the first and last touch points and the
remaining 20% is evenly distributed to the middle touch points.

21. MIXED CHANNEL ATTRIBUTION
Position Based
In the Position Based model, 40% of the credit for the
conversion goes to the first and last touch points and the
remaining 20% is evenly distributed to the middle touch points.

22. MIXED CHANNEL ATTRIBUTION
Position Based
In the Position Based model, 40% of the credit for the
conversion goes to the first and last touch points and the
remaining 20% is evenly distributed to the middle touch points.

23. 1
FACEBOOK
AD
EMAIL ORGANIC
SEARCH
DISPLAY DIRECT
$100
$5
2 3 4 5
MIXED CHANNEL ATTRIBUTION
$10 $15 $30 $40
Time Decay
The Time Decay model gives more weight to channels closer to
the conversion point and less to channels earlier in the funnel.

24. MIXED CHANNEL ATTRIBUTION
Time Decay

25. POLL QUESTION! 3 0
In your opinion, what attribution model is most accurate?
A. First Click
B. Last Click/Last Non-Direct Click
C. Position Based
D. Linear
E. Time Decay
SEC

26. 1
FACEBOOK
AD
EMAIL ORGANIC
SEARCH
DISPLAY DIRECT
$100
2 3 4 5
$100
It’s Smart to Always Double Check
Facebook Ads will attribute any conversion back to their
advertising if they have ever been a touch point before a sale.

27. UTM TAGGING FOR PROPER ATTRIBUTION
UTM Parameter Tagging
UTM Parameters ensure that Google Analytics properly tracks
how a customer interacted with your website or store.

28. Facebook Ads
UTM TAGGING FOR PROPER ATTRIBUTION

29. Google
Adwords
UTM TAGGING FOR PROPER ATTRIBUTION

30. Email
UTM TAGGING FOR PROPER ATTRIBUTION

31. Reviewing
Different
Attribution
Models in
Google
Analytics
How to Review
Attribution
Models in
Google Analytics
GOOGLE ANALYTICS

32. Reviewing
Different
Attribution
Models in
Google
Analytics
How to Review
Attribution
Models in
Google Analytics
GOOGLE ANALYTICS

33. Finding the Best Attribution Model
For Your Business
• First Click
• Linear
• Position Based
• Last Click
• Last Click Non-Direct
• Position Based
Brand Awareness Decision Factor
WHAT IS RIGHT FOR YOU?

34. Finding the Best Attribution Model
For Your Business
• First Click
• Last Click
• Linear
• Time Decay
Short Sales Cycle Long Sales Cycle
WHAT IS RIGHT FOR YOU?

35. Finding the Best Attribution Model
For Your Business
• First Click
• Position Based
• Last Click
• Time Decay
• Linear
Learn About New
Customer Acquisition
Learn About Repeat
Purchases
WHAT IS RIGHT FOR YOU?

36. It’s all about goals.

37. Glew is the best
platform for
growing your
online store.
| www.glew.io

38. We want to know! What did you learn?
Tweet to us after the webinar at @GlewToolkit
Reach out to today’s host at sheryl.davis@glew.io