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Attribution is the act of assigning credit for your business outcomes to the marketing that led to those outcomes. So for example, if you run several ads and one of them leads to a transaction on your website, your Google Ads attribution will help you to find out which ad it was.

Traffic to your website is made up of real people, and those people don’t always behave in a way that makes your attribution easy to understand. Sometimes people come back to your website multiple times through different ads and different platforms (both paid and free) while they are in the process of purchasing or researching your offer.

To help assign value to different marketing, there are different attribution models that you can choose from in Google Ads. An attribution model sets the rules that determine how much credit each of your campaigns, ads etc should get. By default, Google Ads and Google Analytics uses the “last click” attribution model. This model gives 100% credit to the last thing that your user clicked on prior to converting on your website.

This model is helpful for tracking simple conversions like phone calls, but for more considered conversions where a user conducts initial research and then returns to buy, a model should be selected that takes into account earlier interactions. I like to use linear conversion model, and I also like to see revenue or conversions from “all users who ever came from Google Ads” – this is done by applying segments in Google Analytics or in a custom dashboard.

In addition to an attribution model, you need to set a timeframe in which Google Ads may credit the advertising as counting towards an attribution. I would typically set 30 days for a complex conversion and 7 days for a simple one like a phone call. If user clicks on an ad and then comes back to the website directly after the time has elapsed then no conversion will be recorded in Google Ads.

This tip and many others are found at https://www.petramanos.com/category/tips/

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

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Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

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Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

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Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017