10. AFFILIATE #1
Coupon Site
• Brings in good amounts
• High win rate. What it does, it
does well.
• Almost never first
• Almost never solo
Feeds Off Others
AFFILIATE #2
Banner Campaign
• Participates in many sales
• Low win rate.
• Doesn’t fit last click very well
Major Introducer
11. It’s a Matter of Perspective
• Generic searches help drive later conversions therefore
justifying a higher CPA
12. First Click
Last Click
• Display Campaigns
• Coupons / Deals Sites
• Generic KW PPC
• Brand KW PPC (yours+affiliates)
• Social Media
• CSE
• TV / Radio
• Retargeting
• Newsletters / Email
• Abandoned Cart Emails
• Direct
Sources that benefit from First Click
Will always have higher CPA (in Last Click)
14. Think About It
• What is the best model for my business?
• Work with Last Click, analyze with advanced attribution
– Analyze your shared attribution CPA per channel
– Set new CPA goals and optimize towards them
15. References and Links
• Multi-Channel Attribution: Definitions, Models
and a Reality Check (Avinash Kaushik)
• Multi-Channel Attribution Modeling: The
Good, Bad and Ugly Models (Avinash Kaushik)
• Custom Channel Groupings in Google
Analytics (Lunametrics)