Attribution modelling is the process of understanding the customer purchasing journey and determining the most effective marketing channels/campaigns for investment at a particular point in time.A lot has been said about attribution modelling over the years. However, talking about attribution is the easy bit, implementing it is the real challenge.This book has been written to help you implement attribution modelling in Google Ads (formerly Google AdWords) and Facebook. This expert guide will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and to determine the most effective marketing channels for investment.In this book there is a strong focus on using Google Ads and other Google tools such as Google Analytics. I have explained various attribution modelling concepts, mainly in the context of Google Ads and Facebook. What do you need to know in advance in order to benefit from this book?In order to get the maximum benefit from this book, you will need a working knowledge of Google Ads, Facebook marketing, Google Analytics and ecommerce. No knowledge of statistics or traditional marketing mix modelling is required. This book has been written in plain English. As long as you understand English, you are good to go.What is not included in this book?This book is not about getting started with Google Ads, Google Analytics or Facebook marketing. The main emphasis of this book is on optimizing the online performance of your marketing campaigns through attribution modelling in the context of Google Ads and Facebook. This book explains attribution modelling only in the context of Google Ads and Facebook. It does not explain attribution modelling in the context of Google Analytics and other marketing channels, such as organic search, email, affiliate marketing etc.This book is not about traditional marketing mix modelling. It is also not about understanding and finding the optimal mix of the 4Ps of marketing (product, price, place and promotion). There are no chapters on regression analysis and predictive modelling. We are not going to predict or forecast any future sales or ROI in this book. Consequently, there is no use of statistics in this book. I recommend that you read the table of contents in order to get a good understanding of the topics covered within this book.Who should read this book?Any person who wants to improve the online performance of their Google Ads and Facebook marketing campaigns should read this book. Digital marketers, web analysts, conversion optimizers and data scientists will benefit the most from this book.
From the Author
A long time ago, in a galaxy far, far away, I received an email from a client which read something like this:
I will put this month's payment through but I have to ask - are you happy with the results so far? Our cost per acquisition is so high. We don't see any ROI from our Google AdWords campaigns. If this continues after this month, we will have to discontinue using your services.
This email was basically a final warning for me to either improve the campaigns' performance or lose the project. The cost per acquisition for the Google AdWords (Google Ads) campaigns was pretty high and all the generic keywords that I was bidding on were not resulting in enough sales to cover the ad spend. Despite my best efforts, I was not able to make the campaigns profitable.
However, I knew from past experience that whenever I reduced the ad spend or paused the campaigns, there was a decline in the overall website sales. At that time, I just believed what I saw in the analytics reports and the reports were telling me and my client that the cost per acquisition from the Google Ads campaigns was high and the campaigns were not profitable.
I just couldn't figure out, what was going wrong. I was basically just relying on correlation is causation. Meaning that when I do something, something happens as a result. Basically, I was just going in blind. I did not have any data to back up my theory, formulate a hypothesis or ask for more budget. I had no way of knowing which keywords or marketing channels were actually working, and which resulted in sales and other conversions.
What happens is that when business owners or c-level executives do not see any apparent return on investment from a marketing channel, they tend to de-invest in that market channel and allocate more budget to those marketing channels where they can see a clear return on investment. I was basically losing business because I did not understand the true customer purchase journey. I did not understand how Google Analytics, Google Ads and Facebook actually attribute conversions and sales.
After this, I came to the conclusion that if I do not understand, pretty fast, how marketing platforms actually attribute conversions and how customers use different marketing channels and devices in their purchase journey then one thing was certain, I was going to go out of business.
This is what prompted me to dig deep into attribution modelling and then eventually share my knowledge with the outside world.
About the Author
Himanshu Sharma is a digital marketing consultant and founder of OptimizeSmart.com.
He specializes in attribution modelling, fixing website tracking issues and helping businesses to better understand their analytics data. He has over 12 years' experience in web analytics and digital marketing.
He was nominated for the Digital Analytics Association's Award for Excellence. The Digital Analytics Association is a world-renowned, not-for-profit association which helps organizations overcome the challenges of data acquisition and application.
Himanshu is also the author of three best-selling books on analytics and conversion optimization:
#1 Maths and Stats for Web Analytics and Conversion Optimization
#2 Attribution Modelling in Google Analytics and Beyond
#3 Master the Essentials of Email Marketing Analytics
In addition to these books, he has published more than half a dozen ebooks on Google Analytics and Google Tag Manager, which are available on optimizesmart.com.
Himanshu run one of the world most popular blogs on Google Analytics. He also provides web analytics training and has currently got more than 800 students.
عنوان: Attribution Modelling in Google Ads and Facebook
نویسنده: Sharma, Himanshu
ناشر: Independently published (January 1, 2019)
شابک: 1792911394, 978-1792911392
حجم: 12 Mb
فرمت: Epub + Converted Pdf