After releasing a barrage of new reports to help you understand attribution from multi-channel funnel reports, attribution modeling, and social data partners, Google realizes that site owners need to better understand customer journey from first visit through to conversion, no matter how long that takes. Google Analytics has launched a new tool, the Customer Journey to Online Purchase.
Visitors to your site likely won't convert on the first visit. And subsequent visits will likely originate from a variety of sources.
Your site visitors may click a display ad, perform an organic search, see a blog post or review or find an affiliate link. The new Customer Journey tool lets you interactively explore the typical online buying behavior of your site's visitors and see how different marketing interactions affect your sales and conversions.
This tool's data draws on multiple resources. Data is contributed from all Google Analytics clients that authorized sharing with other Google products. Ecommerce and multi-channel funnel data comes from more than 36,000 Analytics customers across 11 industries in 7 countries.
The data includes:
- Purchase paths based on interactions with a single ecommerce advertiser
- How different marketing channels help get your site visitors to convert better or faster
- How long it takes for customers to make a purchase online (in terms of visits and days)
- Benchmarks of various industries to help you compare your results to that within your industry.
The tool provides "lookback windows" from within the existing multi-channel funnels and the attribution modeling tool so you can go back and look at the typical length of the purchase path in your industry. This means you can compare your conversion times to see if your site is taking longer to convert than your industry's average.
These benchmarks are compiled together in the Benchmarks Dashboard. Use the benchmarks dashboard to view stats on your industry. Then compare those data points with your own in your multi-channel funnels reports. This gives you the best understanding of where different channels impact your conversions.
Using this data, you can adjust your marketing plan accordingly and change budgets or strategies between channels, if necessary.
You can start working with the Customer Journey to Online Purchase here.
Will you use it? Will you opt-out of sharing your data now that you know how its being used? Start the conversation in the comments below.
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