SES London Day 2 – Paid Search Analytics and Multi Touch Attribution Analysis #SESLon

SES London Day 2 – Paid Search Analytics and Multi Touch Attribution Analysis #SESLon

19th February 2014

More coverage of SES London 2014, next up is a session from day 2 with Yehoshua Coren, Founder & Principal at Analytics Ninja LLC and Samantha Noble, Marketing Director at Koozai who talk about connecting reporting abilities of AdWords and Analytics to gain a fuller view of campaigns and traffic.

Important things to remember when setting up AdWords campaigns:

  • Linking AdWords and Analytics accounts is essential
  • Setting up conversions tracking
  • Tracking apps – if your app is on the Google Play store
  • Reporting offline goals – set up tracking for phone calls
  • Set the conversion window to 90 days by default and then use time lag report from Analytics to find out how long does it take visitors to become customers.

There are pros and cons of importing goals from Analytics into AdWords:

It is also important to compare conversions between AdWords and Analytics – as both report goals in a slightly different way.

Sam presented some useful reports:

  • To find out similarities between different AdWords keywords use Top Paths > Keyword Path report – this will let you find out who clicked more than 1 ad in order to convert.
  • Paid and organic report: in AdWords > Campaign > Dimensions > Paid & Organic.
  • Use the ‘Discover Keywords’ report to find missing opportunities – it shows positions and queries between keywords shown organically  versus keywords for paid
  • Use the ‘Hour of the day’ to see conversion costs at different types of the day.

Useful resources from Sam:

Tips from Coren:

  • Use the Cost Analysis tool – Use the pivot tables in Analytics in the custom report
  • Look into Display Network Assists – create custom channel groupings and look at Assisted / Last Interaction Conversions.
  • If you’re using Display – to see the additional coverage  it is giving your brand.
  • Create custom models in Analytics.


Remarketing with GA visitor segmentation means it is possible to now segment users and market to a special list. For example users who arrived via organic search in at least one session. OR people who saw a certain page – the next ad that is served to them could connect to that ad.

Final takeaways:

  • Create a winning custom attribution model (Try this one from @avinash)
  • Google does not yet include cost data in MCFs, but Coren expects it to change soon
  • Definitely use demographics settings, but don’t miss tracking users who use ad blockers
  • Conversion rate demographics is huge actionable. Bid and target right away
  • Remarketing lists in GA are way more powerful than dynamic tags
  • Use GTM to supercharge your RLSAs by mimicking GA’s native capabilities

Krystian Szastok is a Senior SEO Manager at a top UK digital agency: JellyfishKrystian is passionate about everything digital, keeping fit, newest mobile phones (and tech generally) and constant self-development.


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