My sites are very engaging and depend heavily on e-mail communication. We have a back-end user area that requires log-in. Much of my traffic was originating from my own emails. So two months ago we set out to marry user cookies together using email address. The results were astonishing in that 55.7% of orders got reallocated to other advertising sources (ie: PPC was allocated to SEO, SEO to PPC, and one PPC term to another). We found that PPC users had a propensity to use lots of PPC terms. Our expensive advertising got more affordable and our inexpensive advertising got more expensive. Bottom line, by using e-mail address to stitch together cookies we’re given a cleaner picture of our advertising efficiency. This is going to enable us to turn-on thousands of keywords that were shut down by flawed analysis.
Stitching cookies together – time to order:
38% of all orders moved from organic/no-referrer to PPC.
Average days to order: 252. 23% of orders came within 1 day. 9.5% of orders came within 2-10 days. 24% of orders came > 60 days.
Google Analytics – time to order:
Average days to order: 31. 66% of orders came within 1 day. 0% of orders came within 2-10 days. 9.5% of orders came after > 60 days.
GA is pretty good at allocating the most recent user session to advertising source.
Nobody cares. Just me looking for answers. Since GA is free people just use it and assume that it is correct. There's opportunity here.
Yes, I've used multi-channel funnels. Same basic problem. Cookies just don't do it anymore. Perhaps, someday G will use that great G+ data to stitch cookies together to get a true view of conversion attribution. I'm sure they know the weaknesses of GA. And I'm sure they're using their data in a smart way.