Multi Channel Conversion Paths

With the recent deployment of a number of clients across Amazon’s Product Advertising offering,  I thought I’d help merchants understand where to see the true effect of advertising products across several channels within Google Analytics.

With the end customer’s ability to search very rapidly across many websites in search of a particular product, in 2014 it is not surprising to see that the typical number of “touches” required by a website to convert a visitor into a sale is climbing.

My personal preference is to start in Amazon, check that, have a look at Google Shopping, then maybe a couple of other searches (or revisits) depending on what I saw over the first two passes.  Every person has their own preference but searches with Amazon/Google organic/Google CPC paths are very common.

So where do you see this information?

1.   The relevant menus are under the “Conversions” tab in Google Analytics. Expand all the tabs so that you can see those under multi-channel funnels (below left)

2.   The analysis of how many visits were made by an eventual purchaser is displayed under “Path Length”.

3.   If you want to understand the paths a purchaser has taken, then use the Top Conversion Paths menu option.  The example below uses the “Source / Medium Path” view combined with a filter of Amazon to show the number of times that Amazon Product Listings were on the route a purchaser took.

This data will be highly useful in determining the contribution made by any specific advertising channel in the context of overall sales, and where Google Analytics provides visibility of transactional/revenue data, this is very helpful information for merchants working out the effectiveness of their multi-channel activities

For more advice on this, just get in touch

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