NOTE: These recaps are a bit more for me than you. I’ll skip over stuff, include asides that are more personal notes to me, etc. Your mileage may vary. More detailed/sanctioned recaps will be available at at some point.

Presenter: Annie Cushing

  1. Which marketing channels are your unsung heroes?
    • Last-click attribution = all the credit goes to the last refer, doesn’t matter what got them to that point. Don’t sue it.
    • Multi-click attribution = gives equal allocation to each channel (social, organic, email, CPC) that user went through. So you can tell which channels are actually effective.
    • Assisted Conversions Report in Google Analytics (under Conversions > Multi-Channel Funnels). Last click or Direct Conversion value is last-click attribution.
    • If you have ecommerce tracking, deselect goals - they muddy the water. Bump the lookback date range to 90 days. API doesn’t have the ability to change this lookback date range, limited to 30 days. Use the interface.
    • Social revenue almost always under reports in last-click
    •, skip to the “Fixing Your Default Channel grouping” section of the guide. Need to adjust campaign tracking.
    • Caveat: Multichannel funnels are not the same thing as the standard funnels.
    • Direct didn’t get credit for last-click. With MCF it does get attribution. Its the main reasonMCF is its own little ecosystem.
  2. Where do your best links come from?
  3. What do visitors to your site search for?
    • Site search is your visitors’ wishlist.
    • There is gold in these hills.
    • More sophisticated visitors use search.
    • Search terms report in GA.
    • Do a search on your site. Need to be fullpage, not AJAX with a url. Note the query parameter. Admin > View, Site search settings, drop in query parameter, strip query parameters out of URL
  4. How many pages does it take to convert?
    • You can find days/visits to conversions (Conversions > Time to conversion). Not a standard way to find out how many pages a person has to drill through the site to convert.
    • Apply an advanced segment. Builtin > Visits with transactions, close out all visits. That way you just have visits with conversions.
    • Then go to engagement to see how many pages it takes to convert.
    • Might have an issue is if it takes 37 pages to convert.This isn’t high user engagement if you have a 0.02 conversion rate.
  5. Should you consider going responsive?
    • Device Category > Landing Page
    • Then you can see bounce rate, revenue, conversion rate per mobile/tablet/desktop
  6. Are you tagging all of your email?
    • Desktop apps don’t pass referrer data (i.e.. Outlook,
    • Secure webmail providers don’t pass referrer data
    • Mobile doesn’t pass very much/most data
    • If you don’t tag, it shows up as direct.
  7. Which product categories convert?
    • Conversion by product category
  8. Should your site go multi-lingual/national?
  9. Which competitors are stalking you?
    • Network domain is the domain name of the registered service provider (ISPs). Larger orgs show up as own ISP.
    • Can also check for .gov/.edu visits.
    • Them group them with a segment, then stalk your stalkers
  10. Are sites scraping your site?
    • Hostname report. Shows you all domains that have your GA tracking code. Scrapers aren’t the sharpest knife in the drawer, they leave that code in there. *


  • Search for brand, registers as organic, how to differentiate? Before not provided, you could set up a rule to change that to direct, but now you can’t because “not provided” means you don’t know what they searched for necessarily.
  • How to get the original tweet from the link? You should be tagging social links. Twitter used to show up as direct, then Twitter added a wrapper around all links. Check the full referral report, you’ll get the link.