• Kruston

    Useful contribution to an ongoing debate. All this is equally relevant to B2C as well as B2B though of course: the same issues apply. Solving them won’t be easy however!

  • Kruston

    A list of alternatives Analytics packages which allow ‘better’ (i the sense of this article) tracking would be useful for readers…assuming you have one..

  • markfsimmons@gmail.com

    Google Analytics allows you to change the javascript code to prevent it from attributing the conversion to the last click. Making this change will attribute the conversion to the very first click (&channel) in the conversion process. Yahoo’s Indextools has direct and intelligent filters that accomplish the same goal. It may be useful at times to attribute the conversion to the last click, it may not. It all depends on your campaign goals and objectives.

  • http://www.francis-seo.com Galen DeYoung

    @Kruston – Business.com’s study does note a few of the analytics packages that track influence, not just last click.

  • davidthemavin

    All you have to do is put some extra code in to track all the referral information. Google should make this a standard feature though.

    This blog tells you how they did it: http://www.epikone.com/blog/2006/11/10/how-does-google-analytics-track-conversion-referals/

    So how do you get around this? Well we’ve come up with a hack that we’re using with a few of our clients. The goal is to store all referral information about a specific visitor across all of their visits so we get a better understanding of the sales cycle.

    The Google Analytics Tracking Code re-writes the data in the campaign tracking cookie every time the visitor hits the site. We need a mechanism that can store data across multiple sessions and would only update the referral data and not overwrite it. To do this we wrote some JavaScript that uses the custom segment functionality to track the visitor’s referral information.

    Here’s a brief outline for what the JavaScript does:

    * When visitor lands on the site check the previous referral information.
    * If there is no previous referral info then gather the referral info and store it in a custom segment using utmSetVar()
    * If there is previous referral info, then UPDATE the custom segment to include the current referral information

    While this isn’t an ideal situation it does help. Using the User-defined report we can identify conversion rates for the various combinations of referral information that drove the visitor to your site during the sales cycle.

    Obviously this takes some technical know-how. But if you’re working with a client, and the client wants to know EVERY step in the process then this is a hack that can help.