Instructions: custom channel grouping
Channel grouping (in other words, the definition of what touch-points are process by attribution modeling) is one of the cornerstones of the attribution model calculation. Within our DDA application you can easily set up your own channel grouping. See the instructions below for how to do this.
With our template created with Google Spreadsheet, you can simply select checkboxes to define which traffic sources you want to compare in the attribution calculation and how you want to split website traffic in detail.
The goal of this guide is not to answer the question of how to divide your traffic sources specifically (this is usually the case for smaller online projects for a few days). The goal is to document the workflow with our template for anyone who has access to our Marketing Attribution Tool.
1. Create a copy of Google spreadsheet template for channel grouping
You must create a copy of our template using the steps described below. Copying document content using ctrl + c and then pasting it into a blank Google document will not work.
After making a copy as shown above, navigate to your Google Drive home folder and find the "channel grouping custom" document. Google Drive requires you to sign in with the same Google Account from which a copy of the template was made.
Open the document found in your browser.
You can recognize the correct version of the document by the document name and the completed ID sheet on the first "ID" tab.
You will continue to work with your sheet ID to set up our DDA application, see the information below on this page.
2. Possible levels (or depth) of channel grouping
Our Data Driven Application currently supports 3 possible levels of detail for channel grouping.
Only one view level can be used in a single calculation
However, making a few calculations with different levels of channel grouping detail is a question
for a few minutes :-).
For a model example, we set the level of detail "level 2" = a moderately detailed view of the traffic structure.
3. Settings for channel grouping "level 2"
It is good to know that channel grouping set within our template using check boxes then converts the information into SQL = prioritizing the set conditions "from above -> down".
We'll show you how the settings work, for example, with a Heureka.cz traffic split:
Line 1 defines: all traffic that contains source "heureka" and medium "display", shuffle into "Displey Heureka" channel.
The 2nd blue line defines: all the traffic left after the "filtering" performed due to the conditions above and which includes source "heureka" and medium "banner",shuffle into "Display Heureka" channel.
The 3rd orange line defines: all the traffic which left after the "filtering" performed due to the conditions above and which contains "source" heureka, shuffle into "Heureka" channel.
If the channel grouping goal was to rank Heureka traffic into 2 groups (channels), "Display Heureka" and "Heureka", the setup is done correctly.
The result of touch-points in conversion and non-conversion paths will be 2 values:
1. Display Heureka = all the traffic that the source contains heureka and in the medium display or banner.
2. Heureka = all the traffic that heureka contains in the source and left after the filtering specified in the "Heureka" channel classification condition (by default, all remaining Heureka traffic, which may not always be the case).
Here, a channel classified using the 2nd blue line is called "Banner Heureka". If you want to, you can rewrite the channel name. At the same time, if you have traffic from display areas on Heureka.cz marked in any way, rewrite the "source", "medium" or "campaign" values in the template according to the state that corresponds to your Google Analytics name convention.
4. Connect your own custom channel grouping to our DDA application
Before directly linking the Data Driven Attribution to your traffic classification, you need to publish your copy of the template as a "web" (a little bit different than a classic document sharing, but just as simple).
Then return to your "ID" sheet in your template and copy the hash from cell B2.
Insert the copied ID of your template into the Marketing Attribution Tool and define what level of channel grouping from your template you want to take into account for that particular calculation (level 1 - 3).