The Journey To Cross-Device Nirvana By Mike Henderson

#SMX #23C @innuHendoFinding Lebowski-Level Peace With Your Users’ Device Habits

The Journey To Cross-Device

Nirvana

#SMX #23C @innuHendo

My GoalGet you from here…

Source

http://www.gablescinema.com/media/filmassets/slides/big_lebowski_12.jpg


My Goal

…to here!

Source

https://assets.vice.com/content-images/contentimage/194020/Screen-Shot-2014-10-22-at-12-20-47.jpg


Digital Marketing Director @ SuretyBonds.com

Main areas of emphasis:• PPC• Analytics• CRO

About Me


Is cross-device conversion worth monitoring for your business?

How many conversions are coming from users interacting on different devices?

What roll does PPC play in the customer journey and cross-device activity?

What we’ll cover – coming of age story


How do you know the effect affect impact of cross device

activity on your business?


Traffic by device – 30%+ site traffic from mobile or tablet?

Do I need to investigate my user’s cross-device activity?



Path Length – 15%+ conversions from 2 or more interactions?




Path Length – 15%+ conversions from 2 or more interactions?


YOU SHOULD BE

MONITORING CROSS- DEVICE ACTIVITY

#SMX #23C @innuHendoAttribution Reporting in AdWords

AdWords Reporting


Where to find these reports in AdWords


How many conversion involve cross-device activity?



AdWords Devices Report



BOOMSHAKALA

!!!

AdWords Devices Report



AdWords Device Paths Report



AdWords Assisting Devices Report


The role other devices play into our click-to-call conversions

Where our mobile spending was going further than what is visible in the traditional AdWords reporting

Insights from AdWords Reports


The role other devices play into our click-to-call conversions

Where our mobile spending was going further than what is visible in the traditional AdWords reporting

Are we only seeing AdWords activity?

Insights from AdWords Reports


AdWords & Google Analytics Path Length Data Comparison

38% discrepancy

Includes all traffic sources AdWords users have interacted with


AdWords & Google Analytics Data Comparison

2% discrepancy

GA filter for users whose first or last interaction before converting was AdWords

#SMX #23C @innuHendoBringing In Other Traffic Sources

Google Analytics Reporting


Better reporting for

% of traffic by device• Audience -> Mobile -> Overview

Path length• Conversions -> Multi-Channel Funnels -> Path Length


Where to find these reports in Google Analytics


What role does PPC (mobile in particular) play in the customer

journey?


Top Conversion Paths


Set “Campaign (Or Source/Medium) Path” as the primary dimension to see more precise interactions between paid campaigns and other channels• Running device-specific campaigns? Filtered by “mobile” or

“tablet”



Helpful primary/secondary dimensions:• Keyword Path - mainly for PPC-only journeys• Keyword (Or Source/Medium Path)

• Landing Page URL Path – for intent or filter by mobile specific urls



Main result:

Noticed a lot of mobile & tablet traffic at the beginning of the customer journey to conversion



To confirm the importance of mobile & tablet traffic at the top of the funnel

Attribution Model Comparison Tool


First Interaction & Time Decay Attribution Model

Comparison

Attribution Model Comparison Tool

Device% Change in Conversions

from First Interaction to Time Decay Model

Comparison to Desktop %

ChangeDesktop -8.71% --Mobile -12.42% 42.59%Tablet -12.14% 39.32%


But Mike, I’m trying to get down to the nitty

gritty…


User Explorer


User Explorer

Lead Submitted

Click from nurture email

Lead Submitted

TOFU Search

BOFU Search

Purchase

Click from nurture email?


About Google Analytics User IDs• https://support.google.com/analytics/answer/3123662

User ID Set Up• https://support.google.com/analytics/answer/3123666

User IDs

https://support.google.com/analytics/answer/3123662

https://support.google.com/analytics/answer/3123666


What’s next?


Focus on tracking events (engagement) instead of pageviews

Custom, retroactive funnel analysis

Mixpanel IDs & Internal IDs as event properties

More robust “User Explorer” reporting

Mixpanel


Current uses:• Cross-device tracking• Form tracking• Lead to close journey analysis• Email tracking• PPC attribution• Connecting front and backend data sources

Mixpanel


Able to answer questions like:• Do users who initially visit from a mobile device have a

higher likelihood of submitting a lead?• Are leads from tablet devices likely to close?• How many users are submitting a lead on desktop and

opening the thank you email on mobile?• Are there issues with our forms on certain devices/OS?

Mixpanel

#SMX #23C @innuHendoSource

http://www.parent.co/wp-content/uploads/2016/04/The-Big-Lebowski-White-Russian.jpeg


THANK YOU!

FOLLOW:@innuHendo

/in/mikedhenderson/

The Journey To Cross-Device Nirvana By Mike Henderson

Marketing

Transcript of The Journey To Cross-Device Nirvana By Mike Henderson