My Favorite Analysis Workspace Right-Clicks – Part 2
In my last blog post, I began sharing some of my favorite hidden right-click actions in Analysis Workspace. In this post, I continue where I left off (since that post was getting way too long!). Most of these items are related to the Fallout visualization since I find that it has so many hidden features!
Freeform Table – Change Attribution Model for Breakdowns
Attribution is always a heated topic. Some companies are into First Touch and others that believe in Last Touch. In many cases, you have to agree as an organization which attribution model to use, especially when it comes to marketing campaigns. However, what if you want to use multiple attribution models? For example, let’s say that as an organization, you decide that the over-arching attribution model is Last Touch, meaning that the campaign source taking place most closely to the success (Order, Blog Post View, etc.) is the one that gets credit. Here is what this looks like for my blog:
However, what if, at the tracking code level, you want to see attribution differently. For example, what if you decide that once the Last Touch model is applied to the campaign source, you want to see the specific tracking codes leading to Blog Posts allocated by First Touch? Multiple allocation models are available in Analysis Workspace, but this feature is hidden. The use of multiple concurrent attribution models is described below.
First, you want to break down your campaign source into tracking codes by right-clicking and choosing your breakdown:
You can see that the breakdown is showing tracking codes by source and that the attribution model is Last Touch | Visitor (highlighted in red above). However, if you hover your mouse over the attribution description of the breakdown header, you can see an “Edit” link like this:
Clicking this link allows you to change the attribution model for the selected metric for the breakdown rows. In this case, you can view tracking codes within the “linkedin-post” source attributed using First Touch Attribution and, just for fun, you can change the tracking code attribution for Twitter to an entirely different attribution model (both shown highlighted in red below):
So with a few clicks, I have changed my freeform table to view campaign source by Last Touch, but then within that, tracking codes from LinkedIn by First Touch and Twitter by J Curve attribution. Here is what the new table looks like side-by-side with the original table that is all based upon Last Touch:
As you can see, the numbers can change significantly! I suggest you try out this hidden tip whenever you want to see different attribution models at different levels…
Fallout – Trend
The next right-click I want to talk about has to do with the Fallout report. The Fallout report in Analysis Workspace is beyond cool! It lets you add pages, metrics and pretty much anything else you want to it to see where users are dropping off your site or app. You can also apply segments to the Fallout report holistically or just to a specific portion of the Fallout report. In this case, I have created a Fallout report that shows how often visitors come to our home page, eventually view one of my blog posts and then eventually view one my consulting services pages:
Now, let’s imagine that I want to see how this fallout is trending over time. To do this, right-click anywhere in the fallout report and choose the Trend all touchpoints option as shown here:
Trending all touchpoints produces a new graph that shows fallout trended over time:
Alternatively, you can select the Trend touchpoint option for a specific fallout touchpoint and see one of the trends. Seeing one fallout trend provides the added benefit of being able to see anomaly detection within the graph:
Fallout – Fall-Through & Fall-Out
The Fallout visualization also allows you to view where people go directly after your fallout touchpoints. Fallthrough reporting can help you understand where they are going if they don’t go directly to the next step in your fallout steps. Of course, there are two possibilities here. Some visitors eventually do make it to the remaining steps in your fallout and others do not. Therefore, Analysis Workspace provides right-clicks that show you where people went in both situations. The Fallthrough scenario covers cases where visitors do eventually make it to the next touchpoint and right-clicking and selecting that option looks like this:
In this case, I want to see where people who have completed the first two steps of my fallout go directly after the second step, but only for cases in which they eventually make it to the third step of my fallout. Here is what the resulting report looks like:
As you can see, there were a few cases in which users went directly to the pages I wanted them to go to (shown in red), but now I can see where they deviated and view the latter in descending order.
The other option is to use the fallout (vs. fallthrough) option. Fallout shows you where visitors went next if they did not eventually make it to the next step in your fallout. You can choose this using the following right-click option:
Breakdown fallout by touchpoint produces a report that looks like this:
Another quick tip related to the fallout visualization that some of my clients miss is the option to make fallout steps immediate instead of eventual. At each step of the fallout, you can change the setting shown here:
Changing the setting to Next Hit, narrows down the scope of your fallout to only include cases in which visitors went directly from one step to the next. Here is what my fallout report looks like before and after this change:
Fallout – Multiple Segments
Another cool feature of the fallout visualization is that you can add segments to it to see fallout for different segments of visitors. You can add multiple segments to the fallout visualization. Unfortunately, this is another “hidden” feature because you need to know that this is done by dragging over a segment and dropping it on the top part of the visualization as shown here:
This shows a fallout that looks like this:
Now I can see how my general population falls out and also how it is different for first-time visits. To demonstrate adding multiple segments, here is the same visualization with an additional “Europe” segment added:
Going back to what I shared earlier, right-clicking to trend touchpoints with multiple segments added requires you to click precisely on the part that you want to see trended. For example, right-clicking on the Europe Visits step two shows a different trend than clicking on the 1st Time Visits bar:
Therefore, clicking on both of the different segment bars displays two different fallout trends:
So there you have it. Two blog posts worth of obscure Analysis Workspace features that you can explore. I am sure there are many more, so if you have any good ones, feel free to leave them as a comment here.