During the past months, we earned a lot of expertise in the channel attribution of each order: the model 40-20-40 helped a lot to not only reward the last touch point prepending a transaction, but also all the previous interactions our customers had with our products. I say channel attribution, but our model works also easily with the campaigns and the landing pages.

Now, a new challenge is to attribute correctly the transactions to the different pages the customer interacted with. Question is: HOW? Introducing Blue Pages.

Blue Pages

A Blue Page is the new concept we introduced to qualify some pages we want to pay attention to: the ones who assisted an Add to Cart event. Before going to the definition, here are some motivations of this introduction:

  • Landing pages only concern the marketing channels, and do not provide information about the onsite experience
  • Plus, most of our landing pages are … a single one actually: the home page!
  • We have very few clues about how our different listing pages perform
  • Values we find in GA are not precise, and it’s complecated to understand them

There are several other reasons, but I guess you get the picture!

Definition

For a new concept, we had to find a new definition. Here is the one of a Blue Page:

A Blue Page is the last listing page prepending an Add to Cart event.

EASY! But let’s illustrate that definition with few examples.

Examples

If we consider this customer, with her 2 sessions, ending with a purchase:

Demo

The 3 blue pages will be:

  1. Search: brush
  2. Brand: Zoeva
  3. Home page

And yes, the order matters!

Blue pages attribution model

We have a sequence of Blue Pages for each order, we can now apply the same kind of algorithms we applied on the channels. We tried with the 40-20-40, and stored it in the table ga.model_40_20_40_blue_pages. Have a look :)

–ae