As part of its Think Insights series, Google recently aggregated some of its customer behaviour research into an interesting tool The Customer Journey to Online Purchase. Even if your organization doesn’t sell online, this tool is worth checking out for the conversation it generates around how different marketing channels contribute to conversions.
Compare your Google Analytics Multi-Channel data to this research.
- Assisting channels help build awareness, promote consideration, and stimulate intent earlier in the customer journey or the conversion funnel.
- Last Interaction channels are the final point of contact prior to a conversion.
All too often, too much emphasis is placed on the last click, and the assisting channels do not get enough credit. Display Ads for example seem to be non-productive. In this image, you can see that Display plays and early role in building awareness, and is deemed ‘non-productive’ because it isn’t often the last interaction.
Looking at this path, aren’t you interested in seeing how channels participate in your conversion paths?
- Even if you don’t sell online, so long as you have Google Analytics Goals set up for conversions such as lead generation, downloads or other value events, you can use Google Analytics’ Multi-Channel reports.
- After logging into Google Analytics, type ‘Assist’ into the ‘Find reports’ search box in the top left area, and you’ll be shown the path to the Assisted Conversions report in the Conversions > Multi-Channel Funnels area.
This image below uses a Custom Channel Grouping to split Branded and Unbranded (UB) search. PPC is Pay-per-Click or Paid Search.
Not surprising, generic/unbranded keyword PPC campaigns are ‘assisting’ more than ‘last click’, which organic branded and direct channels are getting most of the credit for conversion.
We highly recommend creating Custom Channel Groupings. Splitting the unpaid/organic channel into Branded, Unbranded/Generic and ‘Not Provided’ is enlightening. As you can imagine, had we not customized the channel groupings, the conclusion would have been that Organic was a major ‘last interaction’ channel, as in Google’s Customer Journey for Canadian markets above, but in reality, since most of the Organic visits are Branded, they are essentially the same as Direct. Generic, unbranded organic search is not a strong participant in conversion.
If you would like to learn more about creating Custom Channel Groupings, take a look at Multi-Channel Funnels: How to Create Custom Organic Channel Groupings – step by step instructions, with GA screen shots, to separate your Branded, Unbranded and ‘Not Provided’ keywords. Located in our Google Analytics Resource Centre.
Once you’ve created on Custom Channel Grouping, copy it to create more Custom Groupings.