If you like conversion tracking within Google Analytics you’ll love the Attribution Modeling feature they’ve recently introduced. You’ll notice a new link under the Conversion section in your Analytics sidebar. Click on ‘Attribution’ and then ‘Model Comparison Tool’ to see this new feature.
At first glance, it looks like a custom report you may have set up to track conversion by source. However, upon further investigation you’ll see that there are various attribution models available. These include Last Interaction, First Interaction, and Last Non-Direct Click, among others. For a detailed breakdown of what each of these mean visit Google Analytics’ support forum here.
Without going into too much detail, these attribution models help you more accurately track where a conversion came from. If you’ve previously been using a custom report to track conversions by source, or conversion by keyword, as I’ve outlined in this blog article, you’ll know that it’s possible that someone might have searched for a given procedure, clicked on your website to review testimonials and before & after photos only to leave and then type in your domain name directly the following day. In this example “Direct” would be credited as the source, since the last action before becoming a lead was a direct click to the website. Theoretically, the new attribution should give credit to “Organic” because that was the actual source.
The question becomes, with all these different attribution models available, which one should I use? The aforementioned link to the Google Analytics support forum goes into detail about the value of each one. My advice is to play around with it yourself. One of the best features within Attribution is your ability to compare different models side-by-side.
In evaluating all of the models I think the “Position Based” one is ideal for medical practices. This is because you can take into consideration both first and last interactions, as well as interactions in between. All of your unique marketing tactics are “touch points” for potential patients, so each has value. You can assign percentage value to each of these models. For example, 50% to First Interaction, 30% to the Last Interaction, and the rest to interactions in the middle.
Like most things in Analytics, you can create a custom model with your own rules. Again, I suggest you tool around with this new feature to get the hang of it. I’ll follow up in the coming weeks and months about some additional tips for using these different models.
If you have any questions about Google Analytics or tracking your marketing efforts then leave Turbo a note here, or call us directly at 877-673-7096 x2.