Conversion Path Performance Measures And Reports

• US 20110307509A1
• Filed: 03/23/2011
• Published: 12/15/2011
• Est. Priority Date: 03/23/2010
• Status: Active Grant

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Hsiao, Sissie Ling-Ie, Cai, Chao, Ewald, Eric W., Tangney, Cameron M., Walker, Robert A. II, Tulsi, Japjit, Lei, Ming, He, Zhimin
• Granted Patent: US 9,245,279 B2
• Time in Patent Office: Days
• US Class Current: 707/769
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0242 Determining effectiveness of advertisements
• CPC Class Codes: G06Q 30/0243 Comparative campaigns
• CPC Class Codes: G06Q 30/0246 Traffic
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0283 Price estimation or determination

Abstract

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for providing conversion path performance measures and reports. In one aspect, user interaction data are obtained, were the user interaction data specify user interactions for a plurality of conversions. User interactions that are associated with each conversion are selected from the user interaction data, where the associated user interactions for each conversion are user interactions with a converting user during the conversion cycle for the conversion. Using the user interaction data for the selected user interactions, a quantity of user interactions that are associated with each conversion and occurred during the conversion cycle for the conversion are determined. In turn, conversion path performance measures are computed and reports specifying the conversion path performance measures are generated.

Claims

1. A method performed by a data processing apparatus, the method comprising:

obtaining user interaction data for a plurality of conversions, the user interaction data specifying, for each of the conversions, corresponding user interactions with content items, the content items being associated with one or more targeting keywords, wherein the targeting keywords control distribution of the content items, and wherein the corresponding user interactions for each conversion are one or more presentations of content items during a conversion cycle for the conversion and zero or more user selections of the content items that occurred during the conversion cycle, the conversion cycle for each conversion being a period preceding a user interaction that constitutes a conversion;

for each conversion, identifying, for each of the content items, assist keywords that caused presentation of the content item, each assist keyword being associated with at least one of an assist user interaction that occurred during a conversion cycle for the conversion and at least one assist keyword being associated with a user interaction that occurred prior to presentation of a last clicked content item for the conversion; and

for each of the assist keywords, determining an assisted conversion count for the assist keyword, an assisted conversion count specifying a quantity of conversions with which the assist keyword is associated; and

computing an assisted conversion measure using the assisted conversion counts for the assist keywords, wherein an assisted conversion is a conversion for which at least one content item was presented to a converting user and zero or more of the presented content items were selected by the converting user prior to a last click, wherein a converting user is a user that performed the user interaction that constitutes a conversion, and wherein a last click is a last selection of a content item prior to a conversion.

2. The method of claim 1, further comprising receiving a request for an assisted conversions report that specifies an assisted conversion measure for a content distribution campaign that controls distribution of content items using one or more targeting keywords.

3. The method of claim 1, further comprising:

providing data that cause presentation of an assisted conversion measure for a content distribution campaign that controls distribution of content items using one or more targeting keywords, wherein the assisted conversion measure for the content distribution campaign is an aggregate measure of assisted conversions for one or more of the assist keywords for the content distribution campaign.

4. The method of claim 3, wherein providing data that cause presentation of the assisted conversions report comprises providing data that cause presentation of the assisted conversion measure for each of the targeting keywords in the content distribution campaign.

5. The method of claim 1, further comprising:

receiving values that are associated with the conversions; and

determining, for each of the assist keywords and using the received values, an assisted conversion value of the assisted conversions for the targeting keywords.

6. The method of claim 5, wherein receiving values that are associated with the conversions comprises receiving monetary values of the conversions.

7. The method of claim 1, wherein obtaining user interaction data comprises obtaining user interaction data for advertisements that are associated with the one or more targeting keywords that control distribution of the advertisements.

8. The method of claim 1, wherein the conversion cycle for each conversion is a period of time preceding a user interaction that constitutes a conversion.

9. The method of claim 1, wherein determining an assisted conversion count for the assist keyword comprises determining an assisted conversion count for a targeting keyword that caused presentation of a content item during the conversion cycle in response to the targeting keyword being matched by a search query.

10. The method of claim 1, wherein computing an assisted conversion measure comprises computing a cumulative quantity of assisted conversions over a specified period, wherein each assisted conversion is a conversion that occurred during the specified period.

11. The method of claim 1, wherein obtaining user interaction data for a plurality of users comprises obtaining data specifying conversion indexed user interaction data for the conversions, wherein the conversion indexed user interaction data for a particular conversion is indexed according to a conversion identifier that represents the particular conversion, and wherein the user interaction data that are indexed to the particular conversion are associated with a single user identifier.

12. The method of claim 11, wherein the user identifier is a cookie that represents a user machine and a browser from which user interactions were performed.

13. The method of claim 1, wherein computing an assisted conversion measure comprises computing, for each of the assist keywords, a quantity of click-assisted conversions for the assist keyword, a click assisted conversion for an assist keyword being a conversion for which the assist keyword caused presentation of a content item that was selected by the converting user.

14. The method of claim 13, wherein computing an assisted conversion measure comprises computing, for each of the assist keywords, a ratio of the quantity of click-assisted conversions relative to a quantity of last click conversions for the assist keyword, wherein the quantity of last click conversions for the assist keyword is a quantity of conversions for which the keyword caused presentation of a content item that was last clicked prior to the conversion.

15. The method of claim 1, wherein computing an assist conversion measure comprises computing, for each of the assist keywords, a quantity of impression-assisted conversions for the assist keyword, an impression assisted conversion for an assist keyword being a conversion for which the assist keyword caused presentation of a content item that was presented to the converting user.

16. The method of claim 15, wherein computing an assisted conversion measure comprises computing, for each of the assist keywords, a ratio of the quantity of impression-assisted conversions relative to a quantity of last click conversions for the assist keyword, wherein the quantity of last click conversions for the assist keyword is a quantity of assisted conversions for which the assist keyword caused presentation of a content item that was last click prior to the conversion.

19. The system of claim 16, wherein the one or more computers are further configured to:

receive a request for an assisted conversions report that specifies an assisted conversion measure for a content distribution campaign that controls distribution of content items using one or more targeting keywords; and

provide, in response to the request, data that cause presentation of the assisted conversions report, wherein the assisted conversion measure for the content distribution campaign is an aggregate measure of assisted conversions for one or more of the assist keywords for the content distribution campaign.

22. The system of claim 16, wherein the one or more computers are further configured to obtain user interaction data for advertisements that are associated with the one or more targeting keywords that control distribution of the advertisements.

23. The system of claim 16, wherein the one or more computers are further configured to determine an assisted conversion count for a targeting keyword that caused presentation of a content item during the conversion cycle in response to the targeting keyword being matched by a search query.

24. The system of claim 16, wherein the one or more computers are further configured to compute a cumulative quantity of assisted conversions over a specified period, wherein each assisted conversion is a conversion that occurred during the specified period.

25. The system of claim 16, wherein the one or more computers are further configured to obtain data specifying conversion indexed user interaction data for the conversions, wherein the conversion indexed user interaction data for a particular conversion is indexed according to a conversion identifier that represents the particular conversion, and wherein the user interaction data that are indexed to the particular conversion are associated with a single user identifier.

26. The system of claim 16, wherein the one or more computers are further configured to compute, for each of the assist keywords, a quantity of click-assisted conversions for the assist keyword, a click assisted conversion for an assist keyword being a conversion for which the assist keyword caused presentation of a content item that was selected by the converting user.

27. The system of claim 25, wherein the one or more computers are further configured to compute, for each of the assist keywords, a ratio of the quantity of click-assisted conversions relative to a quantity of last click conversions for the assist keyword, wherein the quantity of last click conversions for the assist keyword is a quantity of conversions for which the keyword caused presentation of a content item that was last clicked prior to the conversion.

28. The system of claim 16, wherein the one or more computers are further configured to compute, for each of the assist keywords, a quantity of impression-assisted conversions for the assist keyword, an impression assisted conversion for an assist keyword being a conversion for which the assist keyword caused presentation of a content item that was presented to the converting user.

17. A system comprising:

a data store storing user interaction data for a plurality of conversions, the user interaction data specifying, for each of the conversions, corresponding user interactions with content items, the content items being associated with one or more targeting keywords, wherein the targeting keywords control distribution of the content items, and wherein the corresponding user interactions for each conversion are one or more presentations of content items during a conversion cycle for the conversion and zero or more user selections of the content items that occurred during the conversion cycle, the conversion cycle for each conversion being a period preceding a user interaction that constitutes a conversion; and

one or more computers configured to interact with the data store and further configured to;

for each conversion, identify, for each of the content items, assist keywords that caused presentation of the content item, each assist keyword being associated with at least one of an assist user interaction that occurred during a conversion cycle for the conversion and at least one assist keyword being associated with a user interaction that occurred prior to presentation of a last clicked content item for the conversion; and

for each of the assist keywords, determine an assisted conversion count for the assist keyword, an assisted conversion count specifying a quantity of conversions with which the assist keyword is associated; and

compute an assisted conversion measure using the assisted conversion counts for the assist keywords, wherein an assisted conversion is a conversion for which at least one content item was presented to a converting user and zero or more of the presented content items were selected by the converting user prior to a last click, wherein a converting user is a user that performed the user interaction that constitutes a conversion, and wherein a last click is a last selection of a content item prior to a conversion.

18. The system of claim 17, further comprising a user device, wherein the one or more computers are further configured to interact with the user device, and wherein the one or more computers are configured to provide the data that cause presentation of the assisted conversion measure to the user device.

20. The system of claim 18, wherein the one or more computers are further configured to provide data that cause presentation of the assisted conversion measure for each of the targeting keywords in the content distribution campaign.

21. The system of claim 18, wherein the one or more computers are further configured to:

receive values that are associated with the conversions; and

determine, for each of the assist keywords and using the received values, an assisted conversion value of the assisted conversions for the targeting keywords.

29. A computer storage medium encoded with a computer program, the program comprising instructions that when executed by data processing apparatus cause the data processing apparatus to perform operations comprising:

obtaining user interaction data for a plurality of conversions, the user interaction data specifying, for each of the conversions, corresponding user interactions with content items, the content items being associated with one or more targeting keywords, wherein the targeting keywords control distribution of the content items, and wherein the corresponding user interactions for each conversion are one or more presentations of content items during a conversion cycle for the conversion and zero or more user selections of the content items that occurred during the conversion cycle, the conversion cycle for each conversion being a period preceding a user interaction that constitutes a conversion;

for each conversion, identifying, for each of the content items, assist keywords that caused presentation of the content item, each assist keyword being associated with at least one of an assist user interaction that occurred during a conversion cycle for the conversion and at least one assist keyword being associated with a user interaction that occurred prior to presentation of a last clicked content item for the conversion; and

for each of the assist keywords, determining an assisted conversion count for the assist keyword, an assisted conversion count specifying a quantity of conversions with which the assist keyword is associated; and

computing an assisted conversion measure using the assisted conversion counts for the assist keywords, wherein an assisted conversion is a conversion for which at least one content item was presented to a converting user and zero or more of the presented content items were selected by the converting user prior to a last click, wherein a converting user is a user that performed the user interaction that constitutes a conversion, and wherein a last click is a last selection of a content item prior to a conversion.