Conversion path performance measures and reports

• US 9,245,279 B2
• Filed: 03/23/2011
• Issued: 01/26/2016
• 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
• Primary Examiner(s): Fan, Shiow-Jy
• Application Number:
  US13/070,022
• Publication Number:
  US 20110307509A1
• Time in Patent Office: 1,770 Days
• Field of Search: 707/769, 707/E17.014, 705/14.54, 705/400, 715/810
• US Class Current: 1/1
• 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:

detecting, by the data processing apparatus and based at least in part on data generated by execution of tracking code included in various web pages, user interactions with the various web pages;

storing user interaction data representing the detected user interactions;

identifying, from the stored user interaction data, conversions that were performed by users;

identifying, for each of at least some of the conversions, a last clicked content item that was clicked within a specified period prior to a particular conversion;

identifying, as assist keywords for each of at least some of the conversions, one or more keywords that, prior to the specified period, caused presentation of a content item to a user that performed the conversion;

determining, by one or more data processing apparatus, a total number of assisted conversions for each of the assist keywords, the total number of assisted conversions for a particular keyword being a total number of the conversions performed by multiple different users that, according to the user interaction data, were each presented a content item using the particular assist keyword prior to the specified period;

determining, for each particular assist keyword from the at least one of the assist keywords and by one or more data processing apparatus, a ratio between the total number of assisted conversions for the particular assist keyword and a total number of assisted conversions for multiple different assist keywords;

receiving conversion values that are associated with the conversions, wherein receiving conversion values that are associated with the conversions comprises receiving monetary values of the conversions; and

determining, for each of the assist keywords and using the received conversion values, an assisted conversion value for the assist keyword; and

providing a web page including an assisted conversion report including assisted conversion measures quantifying, for at least some of the assist keywords, the determined ratio and the assisted conversion value.

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.

3. The method of claim 1, wherein providing the web page including the assisted conversion report comprises providing data that cause presentation of the assisted conversion measure for a content distribution campaign, wherein the assisted conversion measure for the content distribution campaign is an aggregate measure of assisted conversions for two 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 measure further comprises providing data that cause presentation of the assisted conversion measure for each of the two or more assist keywords in the content distribution campaign.

5. The method of claim 1, wherein providing the web page including the assisted conversion report 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; and

providing data that present the cumulative quantity in the web page.

6. The method of claim 1, wherein providing the web page including the assisted conversion report 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 clicked by a converting user; and

providing data that presents the quantity of click-assisted conversions in the web page.

7. The method of claim 6, wherein providing the web page including the assisted conversion report 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; and

providing data the computed ratio in the web page.

8. The method of claim 1, wherein providing the web page including the assist conversion report 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 a converting user; and

providing data that present the quantity of impression-assisted conversions in the web page.

9. The method of claim 8, wherein providing the web page including the assisted conversion report 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; and

providing data the presented the computed ratio in the web page.

10. A system comprising:

a data store; and

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

detecting, based at least in part on data generated by execution of tracking code included in various web pages, user interactions with the various web pages;

storing, in the data store, user interaction data representing the detected user interactions;

identifying, from the stored user interaction data, conversions that were performed by users;

identifying, for each of at least some of the conversions, a last clicked content item that was clicked within a specified period prior to a particular conversion;

identify, as assist keywords for each of at least some of the conversions, one or more keywords that, prior to the specified period, caused presentation of a content item to a user that performed the conversion;

determine a total number of assisted conversions for each of the assist keywords, the total number of assisted conversions for a particular keyword being a total number of the conversions performed by multiple different users that, according to the user interaction data, were each presented a content item using the particular assist keyword prior to the specified period; and

determine, for each particular assist keyword from the at least one of the assist keywords, a ratio between the total number of assist conversions for the particular assist keyword and a total number assisted conversions for multiple different assist keywords; and

receiving conversion values that are associated with the conversions, wherein receiving conversion values that are associated with the conversions comprises receiving monetary values of the conversions; and

determining, for each of the assist keywords and using the received conversion values, an assisted conversion value for the assist keyword; and

providing a web page including an assisted conversion report including an assisted conversion measure quantifying, for at least some of the assist keywords, the determined ratio and the assisted conversion value.

11. The system of claim 10, 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 report to the user device.

12. The system of claim 10, 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; and

provide, in response to the request, data that cause presentation of the web page including the assisted conversions report and an aggregate measure of assisted conversions for two or more of the assist keywords for the content distribution campaign.

13. The system of claim 12, wherein the one or more computers are further configured to provide data that cause presentation of the web page including the assisted conversion measure for each of the two or more assist keywords in the content distribution campaign.

14. The system of claim 10, 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; and

provide data that present the cumulative quantity in the web page.

15. The system of claim 10, 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.

16. The system of claim 10, 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 a converting user; and

provide data that present the quantity of click-assisted conversions in the web page.

17. The system of claim 16, 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; and

provide data the presented the computed ratio in the web page.

18. The system of claim 10, 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 a converting user; and

provide data that present the quantity of impression-assisted conversions in the web page.

19. A non-transitory computer storage medium encoded with a computer program, the program comprising instructions that when executed by one or more data processing apparatus cause the one or more data processing apparatus to perform operations comprising:

detecting, based at least in part on data generated by execution of tracking code included in various web pages, user interactions with the various web pages;

storing user interaction data representing the detected user interactions;

identifying, from the stored user interaction data, conversions that were performed by users;

identifying, for each of at least some of the conversions, a last clicked content item that was clicked within a specified period prior to a particular conversion;

identifying, as assist keywords for each of at least some of the conversions, one or more keywords that, prior to the specified period, caused presentation of a content item to a user that performed the conversion;

determining a total number of assisted conversions for each of the assist keywords, the total number of assisted conversions for a particular keyword being a total number of the conversions performed by multiple different users that, according to the user interaction data, were each presented a content item using the particular assist keyword prior to the specified period;

determining, for each particular assist keyword from the at least one of the assist keywords, a ratio between the total number of assisted conversions for the particular assist keyword and a total number of assisted conversions for multiple different assist keywords; and

receiving conversion values that are associated with the conversions, wherein receiving conversion values that are associated with the conversions comprises receiving monetary values of the conversions; and

determining, for each of the assist keywords and using the received conversion values, an assisted conversion value for the assist keyword; and

providing a web page including an assisted conversion report including assisted conversion measures quantifying, for at least some of the assist keywords, the determined ratio and the assisted conversion value.