This next one below is about bookmark visits, although the writer reiterates that direct visits do not use the last click attribution model, which then points to the above article.
http://www.epikone.com/blog/2009/05/20/how-google-analytics-tracks-bookmark-visits/

My understanding is that Google Analytics only supports first or last click attribution. Can you provide a link to that article?

Thanks,
-Alex

I read somewhere else that when a visitor returns back to a site (directly), that this does not overwrite the original referrer (in Google Analytics). So in other words the original referrer would get the credit for a conversion, etc.? Is this true or no? If so, would “Direct” traffic as a medium ever get credit for conversions or be part of the attribution model?

Great post. Glad to see that more people are starting to write about attribution models. It’s a hot topic and I hope it stays that way.

Here at Yahoo! we simply give those contributing ads/campaigns an Assist. We then give the last ad/campaign clicked before a conversion, a Conversion.

So for example, if you’re using Yahoo’s Full Analytics solution (found free in Yahoo advertisers’ search accounts) and you’re tracking display ads and search ads for example, you will see Assists attributed to ads or keywords that contribute to the conversion of your other ads or keywords.

So for example, if a visitor originally clicks on a display (that’s being tracked with Yahoo’s Full Analytics) and then later converts off a Yahoo search ad (also being tracked by Yahoo Full Analytics), then the display ad will receive an Assist and the search campaign will receive the Conversions.

Now, as an advertiser, I know that my display ads are helping to drive conversions to my other ads/campaigns.

Assists are extremely helpful when it comes to budgeting for display campaigns or bidding ons earch keywords. Here’s why….

Most people only look at the direct response of the ad or campaign when making budgeting decisions (basically just looking at conversions). No attribution view is being factored in. But with Assists, the attribution view is opened. For example…

Normally I made have dumped a display campaign because it didn’t convert well on its own. But once I factor in Assists, I may see that while the display ad was not converting well on it’s own, it was very valuable at driving conversions for my other ads (such as search). This happens a lot!

Same with search. I may lower the bid on a keword because it didn’t convert well on its own. Using Assists though, I find out that the keyword was driving conversion for my other keywords. Now rather than loweing the bid or pausing the keyword, I continue to spend or raide the bid.

Simply put, Assists change teh way advertisers manage their online ad/campaign budgets.

For more info, check out:

http://mattlillig.blogspot.com/2008/12/yahoo-assistsput-money-back-into-your.html

and

http://www.ysmblog.com/blog/2008/11/03/measuring-search-and-display-for-success/

Regards,

Matt Lillig
Yahoo Search Analytics – Team Lead

I’m glad you found the post useful.

By default, Google Analytics uses “last” attribution. You can change that. Here’s more info: http://www.google.com/support/googleanalytics/bin/answer.py?answer=55556&topic=10999

Omniture let’s you pick. You can set it to share credit among tactics. Craig has more about that and attribution in general:
http://www.blogs.commerce360.com/2008/01/are-your-ppc-reports-wrong-let-me-count-the-ways/

HTH,
-Alex

Daisy

Thanks for following up. You answered my questions for the day!

BJ Wright

Thanks for the comment. I’m glad this was a timely post.

1.) Mostly, you’ll be limited to what your tool lets you do. It’s a bummer, but a fact of life.
2.) I know Omniture does three and GA can do 1 or 2. I used to use WebTrends, but I’m not sure what the new version (8) lets you do. You’ll have to poke around.
3.)
a.) I’m specifically referencing options you have with Google AdWords tracking that will let you see conversion from other non-AdWords campaigns within its interface. The AdWords help documentation has full details about destination URLs.
b.) I don’t know off the top of my head whether AdWords attributes through 1, 2, 3, 4 as I generally rely upon site-side analytics (to avoid this very problem)
c.) Again, I’m not sure of the cookie length, as it varies from vendor to vendor. The industry standard is 30 days, but I’ve seen them up to 90. Check the help documentation for a specific answer or ask your AdWords account manager.

I hope that helps!
-Alex