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Ed - This is a great topic! Difficult to solve, which makes it all the more fun!


Google analytics was never really designed to be a great attribution engine (although it's getting better). It's great at looking at visitor data in a linear way, but our business is anything but linear.




[USER=7]@JoePistell[/USER] made a really good point here. The first has to exist to for there to be a last interaction.


While it's clearly important, giving too much weight to the last source, can incorrectly lead you to believe that the path of least resistance (direct traffic) is your best converting channel.


For those of you that are unfamiliar with it...Analytics does have a basic way of allowing you to to compare weighted conversion models. It's the very last tab on the reports menu under Conversions and then Attribution. You can compare first interaction conversions vs last interaction conversions by channel.


Maybe a good question is to look for the source that creates the highest increase of conversion opportunity, and not necessarily the source that creates the most final conversions.