Apr 24, 2023 1209 reads

Universal Analytics Attribution Models

Attribution models are essential tools in digital marketing for understanding the impact of marketing activities, optimizing budgets, developing strategies, gaining customer insights, measuring performance, evaluating different channels’ contributions, and making data-driven decisions.By choosing the right attribution model, you can make your marketing efforts more efficient and effective, thereby increasing the success of your marketing strategy.To select the appropriate attribution model, you need to understand the models available in Universal Analytics and Google Analytics 4.What Is Attribution Modeling?Attribution modeling is a method used in digital marketing and advertising to assess the contribution of various marketing channels during a customer’s conversion journey. It determines which channels were most effective before a user completes a purchase or conversion.In digital marketing, multiple channels—organic search, paid search, social media, email marketing, referral traffic, content marketing, and interactive ads—often contribute in sequence to a single conversion. Attribution models evaluate these complex interactions to reveal each channel’s weight in driving that conversion.In short, attribution models provide valuable insights for budget allocation, strategy optimization, channel performance analysis, conversion path tracking, and understanding customer behavior.Why Are Attribution Models Important in Digital Marketing?When used correctly, attribution models offer marketers critical analytical insights into the effectiveness and return on investment of their campaigns. This empowers them to understand performance, optimize budgets, refine strategies, gain customer insights, measure ROI, evaluate channels, and make informed decisions.Common Attribution ModelsGoogle Analytics provides several built-in attribution models: Last Interaction (Last Click) Last Non-Direct Click Last Google Ads Click First Interaction (First Click) Linear Time Decay Position-Based Last Interaction (Last Click)The Last Interaction model attributes 100% of the conversion value to the final click or interaction before conversion, ignoring all earlier interactions. It assumes the last touchpoint is the most important, but it can overlook the influence of previous channels in the customer journey.Last Non-Direct ClickThis model gives full credit to the last click or interaction that was not “direct” traffic, and it ignores any direct visits. It’s useful for understanding the impact of non-direct channels, but like Last Interaction, it disregards earlier touches.Last Google Ads ClickThe Last Google Ads Click model assigns all conversion credit to the last Google Ads click. It’s ideal for measuring paid search performance but ignores contributions from other channels.First Interaction (First Click)First Interaction attributes all conversion value to the very first click or interaction in the customer journey. It highlights awareness channels but overlooks any later touches that may have influenced the final conversion.LinearThe Linear model distributes credit equally across every touchpoint in the conversion path. It provides a balanced view but may mask the true impact of especially crucial interactions.Time DecayTime Decay gives more credit to interactions closer in time to the conversion. Early touches get less weight, emphasizing the last steps in the journey.Position-BasedThe Position-Based model assigns 40% of the credit to both the first and last interactions, and the remaining 20% is evenly split among the middle interactions. This highlights both awareness and conversion touchpoints but gives less weight to in-between channels.Which Attribution Model Does Universal Analytics Use by Default?By default, Universal Analytics uses the Last Interaction (Last Click) attribution model. That means every conversion is attributed to the last channel the user clicked before converting, and all other channels are ignored.In our next article, we’ll examine Google Analytics 4 and its attribution model options.

Apr 16, 2023 6108 reads

What is Google Tag Manager? How to set up GTM?

"When someone asks 'What is Google Tag Manager?', our article aims to answer this more easily by covering details such as how to add GTM codes in panels like WordPress, Ticimax, and T-Soft, and we hope it will be useful for you.What Is Google Tag Manager (GTM)?Google Tag Manager is an online tool used to add analytics, marketing, and other code snippets to websites. Often abbreviated as "GTM", it makes it easier for digital marketers and web developers to add and manage code on their sites without editing the source code directly.Instead of traditional code edits, Google Tag Manager provides a user-friendly interface for adding code snippets. This approach reduces the need for developer intervention and offers a flexible way to manage quick code changes—making GTM a major advantage in any toolkit.GTM can manage various marketing tags (e.g., Google Analytics, Google Ads, Meta Pixel, Hotjar, Microsoft Clarity, and many more). These tags collect user behavior, conversion, and other analytics data. GTM allows you to add, edit, remove, and manage tags easily, making site management more efficient.It can also handle A/B tests, targeting, personalization, and other marketing efforts, giving site owners and marketers the flexibility and control to optimize their sites effectively.In short, Google Tag Manager is a tool that simplifies and centralizes tag management for analytics and marketing, streamlining website management processes.Why Is Google Tag Manager Important and What Are Its Benefits?GTM offers many benefits to site owners and analysts: Easy Code Management: Simplifies adding and updating code snippets via a user-friendly interface, reducing reliance on developers. Fast Tag Management: Quickly add, edit, remove, or manage analytics and marketing tags (e.g., Google Analytics, Google Ads, Facebook Pixel, Hotjar), speeding up campaign launches and optimizations. Flexibility & Control: Specify which pages, events, or user segments trigger each tag, enabling personalized strategies and optimized user experiences. Rapid Testing & Optimization: Supports A/B testing, targeting, and personalization, allowing marketers to test variations and continuously improve site performance. Data Accuracy & Reliability: Ensures tags fire correctly, reducing configuration errors and increasing data trustworthiness for better decision-making. Quick Updates: Update tags without changing site code, keeping your site current and secure. Team Collaboration: Multiple users can work in the same container, with version history and change tracking to support collaborative workflows. How to Install Google Tag Manager (GTM)?Follow these steps to set up GTM:Step 1: Create a GTM Account Go to https://tagmanager.google.com and sign in. Click “Create New Account.” Enter the account name, country, and time zone. Accept the terms and click “Create.” Log in to your new GTM account. Step 2: Create a Container Within your GTM account, create a container (the workspace for tags, triggers, and variables). Name it and choose the target platform (Web, iOS, Android). Click “Create.” Step 3: Add Container Code to Your Site After creating the container, copy the provided code from “Install Google Tag Manager.” Paste the code immediately above the opening <head> tag on every page of your site. Save and publish your site changes. Step 4: Add Tags, Triggers, and Variables Return to your GTM container. Use the “Tags” tab to add tags, “Triggers” for firing rules, and “Variables” for dynamic values. Click “New,” choose the tag type, configure settings, and publish. Step 5: Publish Your Setup After adding tags, triggers, and variables, save changes and click “Submit” to publish. How to Install GTM in Ticimax?To add GTM code in Ticimax:Step 1: Log in to Ticimax Go to https://panel.ticimax.com/ and log in. Step 2: Site Management In the panel, go to “Site Management” and select your site or create one. Step 3: Settings Click “Settings” then “General Settings” > “Digital Marketing.” Step 4: Add the GTM Code Paste the container code into the “Google Tag Manager (GTM) Code” field. Click “Update.” Step 5: Verify on Your Site Visit any page, view source (right-click > “View Page Source”), and confirm GTM code is present. How to Install GTM on WordPress?In your WordPress admin: Go to “Appearance” > “Theme Editor.” Select header.php, locate the opening <head>, and paste the GTM code just after it. Save changes and verify on your site. How to Install GTM in T-Soft?In your T-Soft panel: Log in and navigate to “Settings” > “Main Settings” > “Tracking Codes.” Click “+ New,” paste the GTM code, and save. What Are the Components of GTM?Key GTM components include:TagCode snippets that perform specific functions, such as Google Analytics tracking code, Meta Pixel, or AdWords conversion tracking.TriggerConditions that determine when tags fire, such as page views, form submissions, or button clicks.VariableDynamic values used by tags and triggers, such as page URL, page title, or form field values.How to Preview in GTM?After setting up an event in GTM, always use Preview mode to verify correct implementation.

Apr 16, 2023 3288 reads

What are cookies? What do they do?

Cookies are small data files collected via users’ browsers on websites. These files are used to track and analyze how users interact with a site. That’s why cookies are so important in the analytics world: they help measure site performance, understand user behavior, and improve the site.Here, we’ve compiled everything you need to know and all the frequently asked questions about cookies.What Are Cookies?Cookies are small text files that a web browser stores on a user’s device.These files allow websites to track users’ preferences and behavior, deliver personalized content and services, ensure proper functionality, enhance security, and identify areas for improvement through performance analysis.For example, a site can store a user’s login credentials in a cookie so that when the user returns, they are automatically signed in. You may know that Google announced in January 2020 that Chrome and its other products would phase out third-party cookies. That date was ultimately pushed to mid-2024 because Privacy Sandbox is still in testing.Privacy Sandbox is Google’s privacy-focused ad initiative for Android that replaces third-party cookies. To predict how a cookieless digital marketing world will look, we first need to understand what cookies are and their types.What Are First-Party Cookies? First-party cookies are small data files set under the site’s own domain when a user visits. They are created via the browser and used on later visits. They measure site performance, manage user sessions, remember preferences, and help improve the site. For example, they can recall a visitor’s language choice or site theme for faster access. Because first-party cookies are limited to a single domain, they help protect privacy and provide a more secure browsing experience. What Are Third-Party Cookies? Third-party cookies are set by a different domain than the one the user is visiting, delivered by an external server and stored in the browser. They are used for advertising and marketing. For example, an ad network uses third-party cookies to determine user interests and serve relevant ads across sites. They can threaten user privacy, so browsers offer blocking options, and regulations like GDPR and CCPA restrict their use. Site owners may limit or disable third-party cookies to protect privacy rights. Why Cookies MatterThird-party cookies play a crucial role in digital advertising. Advertisers rely on them to define target audiences and build accurate consumer profiles during campaign planning. User Experience: Cookies track preferences and behavior to deliver personalized content and services. For example, remembering cart items or language settings enhances the experience. Marketing Strategies: Cookies enable marketers to analyze behavior, segment users, create targeted campaigns, and optimize strategies with personalized offers. Site Performance: Cookies help monitor which pages are most visited, what content is most effective, and which devices are used, guiding performance improvements. Conversion Tracking: Cookies verify conversions—such as purchases or form submissions—and measure campaign effectiveness. The data collected is often used in retargeting and display advertising campaigns, underscoring cookies’ importance. Third-party cookies track user behavior over time by storing data on their device. This enables personalized ads for previously viewed or interacted-with products or services. Especially in display advertising, personalized ads often outperform traditional ones, highlighting cookies’ direct impact on ad performance, analysis, and measurement. Cookie TypesCookies come in various types and serve different purposes. Common ones include: Session Cookies: Temporary cookies created during a session and deleted when the browser closes. Persistent Cookies: Remain on the device for a set period to recognize returning visitors and preserve preferences. Third-Party Cookies: Set by external domains—ad networks, analytics providers, social platforms—to track across multiple sites. Performance Cookies: Used to monitor site speed, detect errors, and track user interactions to enhance user experience. Targeting/Advertising Cookies: Deliver ads tailored to user interests and measure ad performance. Life Without Third-Party CookiesAd platforms that lose third-party data will turn to server-to-server connections or CRM integrations. But these methods can’t fully restore the current data flow or ad efficiency. Many efforts today focus on prolonging third-party cookies rather than innovating CRM-based measurement solutions.Brands will see decreased ROI from new and existing users and higher CPAs. Even if CPA remains stable, engagement metrics (bounce rate, pages per session, etc.) will likely decline. For example, Meta’s targeting algorithms won’t work without third-party cookies.On the web, analytics via Google or Adobe will also suffer data loss, leading to flawed performance metrics and misaligned attribution modeling in ad platforms.Alternative ChannelsAs third-party cookies diminish, alternative data channels grow more important. For example, login and signup data plus site search history can power targeted ads and recommendations.Email addresses can fuel email marketing, and social media profiles can support personalized advertising and suggestions.What Can We Do with Cookies?Think of cookies as a browser-stored data repository. We can capture every user action on the site, store searches and clicks in cookies for defined periods, and use that data as input for analysis. The possibilities are limited only by our imagination. First-party cookies let us create a rich dataset directly from user interactions, giving us true first-party data.Google Analytics & CookiesCookies are the cornerstone of Google Analytics’ data collection. By deploying GTM and Analytics tags, we can track every user action on the site and report on it.