{"id":33841,"date":"2017-02-23T07:56:56","date_gmt":"2017-02-23T07:56:56","guid":{"rendered":"https:\/\/wp.lvh.me\/blog\/2017\/02\/23\/web-analytics-attribution-models-in-analytics\/"},"modified":"2022-05-13T17:10:22","modified_gmt":"2022-05-13T17:10:22","slug":"web-analytics-attribution-models-in-analytics","status":"publish","type":"post","link":"https:\/\/wpstaging.mailrelay.com\/en\/blog\/2017\/02\/23\/web-analytics-attribution-models-in-analytics\/","title":{"rendered":"Web analytics, attribution models in Analytics"},"content":{"rendered":"

\"anal\u00edtica<\/p>\n

When we are working with online marketing, we usually find ourselves asking the same question, where should we invest our budget? Google AdWords, social networks, SEO, which of all the options will be the most profitable?<\/strong> And we always hope to find answers in web analytics.<\/p>\n

<\/p>\n

The problem is that we don’t always ask the right questions. In fact, a great part of the problem is the question:<\/p>\n

What is the channel that brings us the most conversions?<\/strong><\/p>\n

Are the newsletters?<\/strong><\/p>\n

Adwords? Social networks? The blog?<\/strong><\/p>\n

And from there we already have a catastrophe in the making, because we are only concentrating on finding the channel that leads to more conversions.<\/p>\n

However, in this way, we leave aside much of the available information and we forget to look at the purchase funnel more appropriately.<\/p>\n

<\/p>\n

A known issue related to web analytics<\/h2>\n

This problem was already known in Analytics for many years, so now there are different attribution models for conversion analysis. The problem was that in Analytics, this information was not available until some years ago.<\/p>\n

Now the problem is with using this information, or not doing it.<\/p>\n

And review the reports available.<\/p>\n

The first step is to create a goal.<\/p>\n

The first thing we need to do to measure things well is create a goal in Analytics.<\/p>\n

To do that, go to the Admin menu<\/strong> -> property<\/strong> -> and in “View,<\/strong>” we will click on Goals:<\/p>\n

\"anal\u00edtica<\/p>\n

In this screen, we have to click on the Create goal button:<\/strong><\/p>\n

\"anal\u00edtica<\/p>\n

You will have to create the goal by following the steps described on the screen, adjusting it to your needs. Remember that creating the goal is only the first step in this whole process.<\/p>\n

But without a goal, it will be impossible to measure anything, so we need to make sure we set a goal that makes sense.<\/p>\n

Acquisition -> Channels Doesn’t offer complete information!<\/strong><\/p>\n

In my humble opinion, we can’t be rushed when analyzing reports about our site.<\/p>\n

That’s why there are reports like what we can see in Acquisition -> Channels, which don’t provide complete information:<\/p>\n

\"anal\u00edtica<\/p>\n

However, you may be thinking:<\/p>\n