Category Archives: Attribution Modelling

Baseline and Custom Attribution Models in Google Analytics

  This article is in conjunction with the article: Beginners guide to Attribution Modelling in Google Analytics where I introduced the concept of attribution modelling in the context of Google Analytics and explained the various components of attribution modelling in

How to explain attribution modelling to your clients

  Learn to explain attribution modelling to your clients that actually make sense to them.   Other articles on Attribution Modelling: #1 You are doing Google Analytics all wrong. Here is why #2 Beginners Guide to Google Analytics Attribution Modeling #3 6 Keys

Advanced Attribution Modelling in Google Universal Analytics

  Attribution modelling is an advanced topic in itself but this post has been developed to take this topic to a whole new level and to talk about things which are rarely discussed in great detail in the analytics world.

6 Keys to Digital Success in Attribution Modelling

  Today I am going to share with you the ‘6 keys to success’ in attribution modelling. Learn my tricks and tips and your success in attribution is guaranteed Understand Customers Purchase Journey Understand the concept of ‘Missing Touch Points’

How to use ZMOT to increase Conversions and Sales exponentially

  Zero moment of truth or ZMOT is the term coined by Google’s Jim Lecinski in 2011. ZMOT is the most powerful moment in a customer journey to purchase. This is because ZMOT shapes the consumer’s purchase decision. And if

How to measure & improve the Quality of SEO Traffic through Google Analytics

  They say ‘quality’ is subjective and hence can’t be measured. Well not really. In the next few minutes I will show you one powerful method to effectively measure the quality of your SEO traffic in Google Analytics. You in fact

Google Analytics Not Provided Keywords Analysis – Ultimate Guide

  Google has been hiding keyword referral data from searches made by logged-in users since October of 2011. With every passing day, more and more searches are made by logged-in Google users. We therefore can no longer ignore the impact

How to analyse and report the true value of your SEO Campaign

  For any organic search campaign you would be interested in knowing three aspects of the campaign: How the campaign has performed? How organic visitors have consumed your contents? How the organic campaign has helped other marketing campaigns (PPC, Email, Social, Affiliate etc)

8 Google Analytics Conversions Segments you Must use

  Of late on ‘LinkedIn’ I was asked this question “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

Attribution Modelling in Google Adwords – Complete Guide

  Attribution modelling is a very broad topic. This article talks only about understanding and using attribution modelling in relation to Google AdWords. To understand the basics of attribution modelling and how it works in general and in Google Analytics,

Google Analytics Attribution Modeling – Beginners Guide

  Attribution modeling is one of my favorite topics in web analytics because it is so complicated and challenging. It forces you to use both your left and right brain simultaneously. It is something which requires deep understanding of your

You are doing Google Analytics all wrong. Here is why

  I have dealt with hundreds of Google Analytics accounts in my career and have seen lot of issues from: incorrect tracking code, selecting wrong KPIs to analysing data without using custom reports & advanced segments. All of these issues

Selecting the Best Attribution Model for Inbound Marketing

  In this article, I am going to highlight the issues with existing attribution models like: ‘last touch attribution’ and the ‘first touch attribution model‘. I am also going to introduce you to my  ‘Proportional Multi Touch Attribution Model‘ which is the