Analytics to help track multiple ad channels in purchase cycle

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Google Analytics

Analytical trends define the future of business and helps merchants to interpret the business trends. It must produce profitable traffic that they gain out of advertising efforts, cash flow is highly important. Traffic should be efficient to produce sales but one must know that not all traffic drives immediate sales. Although, some channels assist their buyers in purchase journey through direct clicks leading to sales. These channels could be profitable with a proper understanding of purchase cycle. Multi-Channel Funnel report from Google Analytics helps to evaluate all advertising channels that helps to determine the value even if they don’t represent final click. There are methods through which Multi-Channel Funnel report can be used, the three main sources of traffic are social media, display advertising and Google Shopping ads. The sources represent 20 percent or more online merchant’s traffic, their ROI is undervalued in Google Analytics standard reports.

Click on Conversions > Multi-Channel Funnels

Multi-channel

The report shows different channels interacting over multiple sessions; this is the way visual stories of shoppers are engaged through different channels across sessions before purchases.

Multi-channel-Conversion

Assisted conversions shows reports including “Assisted Conversions” and “Last click or Direct conversions” with their values.

Assisted-Conversions

“Assisted / Last click” metric on far right of report gives overall preview of conversion data to the left. Some channels are better for assisting sales rather than closing the sales, the value below 1 are good at closing sales.

Assisted-last

The above graph shows “Display” and “Social Network” having highest ratio, it is usual behavior for display ads and social media.

Display

If the campaign has “Shopping” as a name in the pattern than select a secondary dimension of “Campaign” and include filter pattern for shopping campaigns. The below example shows high assist ratio of 2.46 that is very typical for Shopping Ads.

Other options to view the data are “Source/Medium”, “Source” or “Medium”

MCF

For Ecommerce sites, the settings could be changed that stays through entire reporting session in Multi-Channel Funnels. The reports concentrate and show the options that are selected and not the ones that are not selected, that helps to focus on Ecommerce transactions and revenue.

Transaction

Facebook Traffic Reporting

You can create conversion segment by going to the top of reporting to zero in on Facebook traffic, click on “Conversion segments”. Configure segment to report only for “Assisting Interaction”

Facebook-Assisted

Facebook-Assisted_1

One can add exclusions for two sources whether the last click is direct or through Facebook.

Facebook traffic helps in assisting with sales.

Facebook-Traffic

The report clearly represents that revenue would not be attributed to Facebook but attributed to Cost-Per-Click or Organic or for some other channel closing the sales.

Google Analytics represents last-click revenue in reports; multi-channel funnel reports provide additional value generated by channels for assisting the sales. Multi-channel Funnel reports helps to identify additional revenue or report the revenue where a channel is assisted or closed sales. If returns do not look appropriate for assisted revenue, you can reduce per click cost that is overall spend. If returns look good for assisted revenue, you can keep the channel and try growing traffic to get profitable traffic from it.

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