Multi-Channel Funnels: Analyzing the Different Marketing Strategies for Your e-Commerce

Share on linkedin
Share on twitter

This section of Google Analytics is extremely significant to analyze to the smallest detail the different marketing strategies that are being applied for your ecommerce store.

One of the biggest issues of analytics is determining which attribution system is right for our business. First of all, let’s freshen up the different attribution models we have available on Google Analytics:

  • Last interaction: the conversion is attributed completely to the last interaction.
  • Last non-direct click
  • Last Google Ads click
  • First interaction: the conversion is attributed completely to the first interaction.
  • Linear: the conversion is distributed equally all along the process.
  • Time decay: the last interactions are more important that the first ones.
  • Position based: 40% the first interaction, 40% last interaction and 20% is distributed among the other interactions.

Assisted Conversions

An assisted conversion is a conversion attributed to a channel or any other dimension that appeared in the conversion path, but it was not in the last interaction.

For example, if a user enters first by Paid Search and afterwards by Organic Search and makes a conversion, the conversion will be attributed to the Organic Search and the assisted conversion to Paid Search.

It’s a pretty useful report to determine the effectiveness of certain channels or campaigns.

Conversion Paths

This report shows the paths that lead to conversion according to users. It’s very effective when determining the effectiveness of several strategies.

For example, imagine that in the report Acquisition > Channels we notice that direct traffic generates a huge amount of benefits. Thanks to this report we could see what to do before converting directly. Let’s say they knew us thanks to a contest on Facebook or Instagram and they ended up buying when entering directly to our website.

As usual, you can change the primary dimension of the report.

Time Lag

Here in this report we will see how long it takes for a user to make conversion. That means, if a user enters our website on Monday and makes the purchase on Wednesday, the lapse will be 3 days.

In those stores where products are bought reflexively (i.e.household appliances) the time laps will be much longer than a store that sells common products like toilet paper.

Route Length

By checking this report you can see information about how many interactions (touch points, as are commonly known in Marketing) are needed for users to reach a transaction.

Multi-channel funnel comparison

Let’s check step by step each element of this report:

  1. Conversion: In case of ecommerce we will leave it as it appears. Later on we will explain why.
  2. Days to convert.
  3. Attribution model to compare.
  4. Primary dimension of the report.

In the middle of the table we will select Conversion Value & ROAS as we are analyzing an e-commerce store account.

With this report we will compare the different marketing strategies with different attribution systems.

Let’s see it clearer with an example: create a Youtube campaign with the objective of generating brand awareness. This campaign, according to an attribution system based on the last click, will indicate to us that it generated no conversions. If we compare the attribution system with one based on the first click we can see that this campaign let users know us and some of them even made transactions a few days later.

Another example: let’s analyze a search campaign and see that it doesn’t generate positive results. Instead, the retargeting campaign provides you with considerable profits. If you compare the attribution system of the first click, you will see that the retargeting campaign is the one generating profits. In this case, we recommend to compare it with a linear attribution model.

More to explore