The 7 Standard Google Analytics Basic Model Types
These consist of 6 major categories and to understand them it helps to understand how GA categorises digital channels. The most important channel to understand is:
As its name ensues, includes direct traffic to your site from people who know and love your products (and bookmarked your site!) but it also includes traffic from unclassified sources;
- Traffic from emails with no or broken UTM’s.
- Links from Word docs, PDF’s, instant messenger apps, badly managed marketing etc.
- Or, anything else that GA can’t categorise or sees as an unknown source.
As you can see, this is a big group of UNKNOWN’s + your marketing efforts working well. As such we generally discount this activity a bit.
100% of the conversion credit is awarded to the first interaction in a conversion cycle. In other words, which channel converted that person off the street into your customers?
An equal percentage of the conversion credit is split between all channels touchpoints the person connected with on their path to conversion. So for instance if they clicked a banner, then a week later a Facebook ad, then an AdWords ad, visited through your email, then typed your business into Google and visited through an SEO link, each of the 5 contact points would get 20% of the conversion.
The closer to the touchpoint to the conversion, the higher the percentage of the conversion credit it is awarded with. For the example above, SEO get the most and the Banners get the least.
100% of the conversion credit is awarded to the last point of contact with any of your channels that generates the conversion. In other words, which channel closed the sale? It is important to note that this is the GA default for all report.
Last Non-Direct Click
100% of the conversion credit is awarded to the last point of contact with your advertising channels that generates the conversion. In other words, what happened before Direct if Direct was last click before the conversion?
The first and last interaction get 40% of the conversion credit equally, and all other channels share the remaining 20%. So for the above, Banner and SEO get 40% each, and the other 3 channels get 6.66%.
Understanding this breakdown is important as each model changes the data output as you’ll see in a moment. Its these changes that tell the story.