• http://www.silkstream.net Leigh

    Great post, many thanks. However, I was a little confused with your comment under Attribution Ecommerce: “If you’re using last-click attribution, ‘bookmark’ or ‘direct’ gets all the credit. SEO (and PPC) are left out in the cold.” I am of the understanding that within Google Analytics there’s an exception to Direct’s attribution, namely credit is attributed to direct, if the visit has never come via a non-direct source in the past.

  • http://www.shanzzenith.com Mohd Shahnawaz

    You answered billion dollar question about how to convince Corporates to invest in SEO as they bring in majority of clicks and ROI.

    Btw which softtware did you use to do the visuals and graphs any tips?

  • Ian Lurie

    Hi Leigh,

    As far as I know, Google Analytics uses last-click attribution. But even if there’s an exception for ‘Direct’, there are still all the other referral sources. You want an accurate picture of those referrers, and last-click won’t give it to you.

    Hope this helps!


  • Ian Lurie

    Hi Mohd,

    I used Excel for the ‘donut’ graph. The other one’s straight from Google Analytics.


  • http://blog.webpro.in Bharati

    Yes rightly said it ain’t easy even if you have all the data but sometimes if you have to depend on the client for data it still gets tougher…

    We have worked out the following method for the calculations by answering these following questions:

    How many visits received from search engines? Let us denote this as – a

    How many enquiries received via the website form or calls received from visitors after visiting the site which they found via search engines? Let us denote this as – b

    The no of enquiries thus received got converted to sales? Let us denote this as – c

    The amount of profit from these invoices drawn as in (c)? Let us denote this as – d

    The cost of SEO monthly / annually depends on what basis you are calculating ? Let us denote this as – e

    I suggest the ROI to be calculated half yearly or annually as this gives a clear idea.
    Hence , (assuming you keep the period of the calculation the same for all the metrics)

    ROI = (d – e) / e * 100


    ROI = ( Annual Profit from the sales which were achieved via the Enquires from search engines – The annual cost of SEO for the website) divide upon (The annual cost of SEO for the website) multiplied by 100

  • http://www.site-seeker.com Levi Spires

    This is great information for an Internet marketing sales process.