I was recently asked this question on LinkedIn:

“How I can measure the influence of PPC on organic search in Google Analytics?”

I think it is an excellent question and I am sure every marketer would like to know the answer to this question and much more like ‘how I can determine the influence of organic search on PPC, email, social media, direct traffic, etc.

The answers to such questions can help you a lot in justifying the ad spend to the senior management/client.

I am going to answer the eight most important attribution questions for any marketer through Google Analytics Conversion Segments:

1. Effect of PPC on organic search traffic
2. Effect of organic search on PPC traffic
3. Effect of organic search on direct traffic
4. Effect of display on organic search traffic
5. Effect of social media on organic search
6. Effect of PPC on direct traffic
7. Effect of social media on direct traffic
8. Effect of email on direct traffic

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What are Google Analytics Conversion Segments?

The Conversion segments are just like the Google Analytics custom segments but are meant especially for multi-channel funnel reports.

They are used to segment conversion paths.

You can access conversion segments by navigating to any multi-channel funnel report in your GA reporting view:

Through conversion segments, you can isolate and analyze specific subsets of conversion paths.

Different Types of Conversion Segments in Google Analytics

There are two types of conversions segments:

1. Default conversion segments
2. User-defined conversions segments

Measuring the impact of PPC on organic search traffic

Every marketer wants to know which marketing channel has a bigger impact on their organization: SEO or PPC.

The following conversion segment will tell you how PPC is helping the conversions completed/closed by SEO.

Step-1: Navigate to the ‘Top Conversions Path’ Report (under Conversions > ‘Multi-Channel Funnel’ Report‘) in Google Analytics.

Step-2: Click on the ‘Conversion Segments‘ button:

Step-3: Click on the link ‘Create New Conversion Segment‘ as shown below:

Step-4: Name the new conversion segment as ‘Effect of PPC on organic search Traffic’ and then define the segment as shown in the screenshot below:

Here I am telling Google Analytics to include all those conversion paths which contain ‘Paid Search’ as interaction anywhere in the ‘MCF Channel Grouping‘ and ‘organic search’ as the last interaction.

Step-5: Once you have defined the segment then click on the ‘Save Segment’ button. This action will not only create a new conversion segment but also apply the conversion segment to the ‘top conversions path’ report:

Note: Make sure that you sort the ‘conversion value’ column in decreasing order before you interpret this report.

From the report above, we can conclude that Paid Search assisted 1,344 conversions in the first row, 304 conversions in the second row, 308 conversions in the third row and so on.

In total, Paid search assisted in 4,589 conversions worth $272k

Without the assistance of ‘Paid Search’, these conversions would not have occurred in the first place.

You can similarly define and apply conversion segments to determine the influence of other marketing channels.

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Measuring the impact of organic search on PPC traffic

Now it is the turn of SEOs to show their strength.

This conversion segment will tell you how SEO is helping the PPC campaigns’ conversions.

Create and apply the conversion segment named ‘Effect of Organic Search on PPC Traffic’:

Measuring the impact of organic search on direct traffic

Direct traffic is an SEO killer. So this segment is very important. 

This conversion segment will tell you how organic traffic is helping direct traffic’s conversions.

Create and apply the conversion segment named ‘Effect of Organic search on Direct Traffic’:

Note how the direct traffic is stealing your SEO efforts. You need to show this report to your client/boss.

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Measuring the impact of display ads campaigns on organic search traffic

Poor display ads, no one likes them.

There are in fact the poorest of all marketing channels as they rarely complete conversions or close sales. 

So it is really important to know what role display ads are playing in the overall conversion process and whether it is worth investing in them.

Create a new conversion segment: ‘Effect of Display on organic search Traffic’ and then define the segment as shown in the screenshot below:

Measuring the impact of social media on organic search

Social media is an underdog in the world of inbound marketing.

Sure it brings a lot of sharing and branding. But is it really impacting the bottomline?

The following conversion segment can tell you how social media is helping the organic search campaigns’ conversions.

Create and apply the conversion segment named ‘Effect of Social Media on Organic Search’:

Measuring the impact of PPC on direct traffic

Direct traffic is also a PPC killer.

PPC guys will love this conversion segment. Through this segment, you can determine how PPC is impacting the conversions through direct traffic.

Create and apply the conversion segment named ‘Effect of PPC on Direct Traffic’:

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Measuring the impact of social media on direct traffic

Direct traffic is really really bad. It also eats up a lot of social media efforts.

The following segment can tell you how social media is impacting conversions through direct traffic.

Create and apply the conversion segment named ‘Effect of Social Media on Direct Traffic’:

Measuring the impact of email on direct traffic

Create and apply the conversion segment named ‘Effect of Email on Direct Traffic’:

Similarly, you can create and measure the influence of any combination of marketing channels (like the impact of Facebook on organic search, the impact of email on PPC, etc) according to your business needs.

Other articles on attribution modelling

1. How to analyse and report the true value of your SEO Campaign
2. How to valuate Display Advertising through Attribution Modelling
3. Understanding Shopping Carts for Analytics and Conversion Optimization
4. 6 Keys to Digital Success in Attribution Modelling
5. Google Analytics Attribution Modeling Tutorial
6. How to Measure and Improve the Quality of SEO Traffic through Google Analytics
7. How to explain attribution modelling to your clients
8. Default and Custom Attribution Models in Google Analytics
9. Understanding Missing Touchpoints in Attribution Modelling
10. What You Should Know about Historical Data in Web Analytics
11. Model Comparison Report Explained in Google Analytics Attribution
12. Data-Driven Attribution Model in Google Analytics – Tutorial
13. Conversion Lag Report Explained in Google Analytics Attribution
14. Selecting the Best Attribution Model for Inbound Marketing
15. How to do ROI Analysis in Google Analytics
16. Conversion Credit Models Guide – Google Analytics Attribution
17. Introduction to Nonline Analytics – True Multi Channel Analytics
18. Conversion Types Explained in Google Analytics Attribution
19. Attribution Channels Explained in Google Analytics Attribution
20. Differences Between Google Attribution & Multi-Channel Funnel Reports
21. Introduction to TV Attribution in Google Analytics Attribution 360
22. Conversion Credit Distribution for Attribution Models in Google Analytics
23. Conversion Paths Report Explained in Google Analytics Attribution
24. Attribution Model Comparison Tool in Google Analytics
25. Touchpoint Analysis in Google Analytics Attribution Modelling
26. Attributed Conversions & Attributed Revenue Explained in Google Attribution
27. Which Attribution Model to use in Google Analytics?
28. Google Attribution Access and User Permissions – Tutorial
29. Conversion Path Length Report Explained in Google Analytics Attribution
30. How to set up a data-driven attribution model in Google Analytics
31. View-Through Conversion Tracking in Google Analytics
32. Offline Conversion Tracking in Google Analytics – Tutorial
33. How to Create Custom Attribution Model in Google Analytics
34. 8 Google Analytics Conversions Segments You Must Use
35. You are doing Google Analytics all wrong. Here is why
36. How to Use ZMOT to Increase Conversions and Sales Exponentially
37. Connected Properties Explained in Google Analytics Attribution
38. Marketing Mix Modelling or Attribution Modelling. Which one is for you?
39. How is attribution modelling helpful for ecommerce and non-ecommerce websites?
40. Conversion Time & Interaction Time Explained in Google Analytics Attribution
41. How to Allocate Budgets in Multi Channel Marketing
42. How Does Attribution Work?
43. Data-Driven Attribution Model Explorer in Google Analytics
44. Introduction to Attribution Beta – Attribution Project in Google Analytics