Delayed conversion in the metric. What is an associated conversion? E-commerce reports

We released new book"Content marketing in in social networks: How to get into your subscribers’ heads and make them fall in love with your brand.”

Conversion in Yandex Metrica is the ratio of the number of targeted actions to the total number.

More videos on our channel - learn internet marketing with SEMANTICA

Conversion to in a broad sense is the ratio of two parameters to each other. For a website, for example, the ratio of those who downloaded the price list to those who came to the site on title page. The formula will be as follows: 5 people out of 100 who came to the title downloaded the file, 5/100 = 5% (always expressed as a percentage).

Conversion is one of the main indicators of how effectively a website is performing. Depending on the topic of the resource, you can analyze how many visitors bought the product, which product, how many people submitted the form return request with registration for the event and so on.

All this is set by creating for each action. Thus, we see that the concepts of conversion and goals are inextricably linked.

A little theory

Goals are predefined actions that a person will take on a website. Customized based on business objectives. For example, they set goals for paying for an order, clicking on the “Add to Cart” button, downloading a presentation, subscribing to a newsletter, and many other options.

The goal is considered achieved if the visitor has fulfilled the condition specified in it.

Visits in which the achievement of a goal is recorded are called target visits.

And finally, conversion is the ratio of the number of targeted visits to the total number of visits.

Goals can be configured for each counter. Those that will be used to analyze direct actions on the site, the size of conversions, and the achievement of goals are called conversion.

How to set up conversions in Metrica

• In the Settings section, select “Goals” - “Add goal”

There are 4 types of goals:

1. Quantity .
2. Visiting pages.
3. JavaScript event. Action on a button, submitting a form.
4. Composite goal.

What conversions to track

• First, analyze the website.
• Record a list of all useful elements And possible points visitor contact. These could be:
  -buttons, for example, “Buy in 1 click”, “Order”, “Pay”;
  -social network icons are also classified as buttons;
  - transition links;
  -clickable images;
  -forms feedback, applications, registration, etc.
• Write scenarios for the behavior of your visitors on the site. If you have groups target audience(target audience) are significantly different (suppliers, customers), you need to write down the steps for each. If you do everything right, the key elements will be actively used by your users.
• Next, select several options that best match your goals and set goals based on them. For example, use a composite to indicate the steps of the sales funnel.
• Wait until the statistics are collected and start analyzing.

Conversion is important to measure and review. For your business, this is double analytics: on the one hand, it will help you create a strategy on how to grow and increase profits, on the other hand, it evaluates how effectively all promotion, optimization, advertising measures - all your marketing - are working now.

How to view website conversion in Metrica

The analytics system provides several tools with which you can monitor the performance of your web resource.

Conversion in metrics reports

To view statistics on tracked conversions in ready-made " Standard reports» select “Conversions”.

Click on the target that interests us.

In the window that opens, we receive detailed information in graphical and tabular form. In the settings, specify the desired date interval.

Using Webvisor

This is one of the most interesting and informative services.

In addition to details on goal conversions, it gives an idea of ​​how the visitor behaved on the site, what he did, what he watched, what he couldn’t open. Based on the data from the web viewer, you can safely prepare a document to improve the usability of the site.

In the Goals column you can see an icon with the numbers 1, 2, etc., this indicates that the goal (if 2, then several) was achieved by this visitor during the visit recorded in the service.

Reviewing a significant sample of pre-purchase visits can help understand overall behavioral trends leading to goal completion.

Improvement of standard reports

Yandex Metrica allows you to arrange data quite flexibly, using various slices. In order to evaluate targeted actions, you can add this parameter to standard reports in the same way.

For example, consider the “Sources, summary” report.

Click on the “Metrics” button to open this set of categories.

We are looking for the “Conversions” group. In the first version we get percentage- we will see the share of targeted visits among all visits.

Depending on what information needs to be displayed in the report, we can also add the “Goal Achievement” group. In this case, a column with absolute values the total number of goal achievements among all target visits.

Using the filter settings in the column, you can convert them, if necessary, into percentages.

Additional tool for forms

Yandex Metrica allows you to analyze the completion and conversion of registration, order, and application forms through Form Analytics.

Access to it is at common panel on the left in the "Maps" section.

You can select any form from the list (1) and view statistics on it:

• conversion;
• The “Form Fields” tab displays information about how many people are left after filling out each form field.

Statistics like these often help us take a fresh look at how many fields we offer our visitors to fill out and how difficult they find them.

Is there an Associated Conversions report in Yandex Metrica?

For example, a visitor visited the site several times with different sources: , then from advertising and finally reached the configured goal. Which attribution is chosen affects which traffic source led to the goal. In our case, during attribution, the last transition will be “advertising systems”.

When the system records that a person was on a web resource, and then took a long time to decide on a purchase, and visited several more times from other sources, there is a separate term - deferred conversions in Metrica. IN given time is at the stage of implementing a tool for “calculating deferred conversion”.

Reports help with the conversion tracking process in Yandex Metrica. By itself, one-time statistics are not very informative. To understand what the dynamics are, you need to compare statistical data for different periods. Ideally, in addition to the counter, you need to maintain internal reporting and analytics on the conversion price in Metrica, accumulating figures for a long period. Only in this way will all previous efforts to develop a strategy, set up, adjust, bring real measurable results.

Remember, analytics is essentially a ready-made plan of action on how and where to move next; it is worth spending time on.

Offline conversions in Metrica

It is not always the case that customers who place an order through a website pay for it via the Internet. The statistics service allows you to build a connection between online and offline actions and calculate offline conversions.

How does this happen?

1. Everything is the same, using customized JavaScript event goals.
2. Set up data import into the analytics system and set goals.
3. In the settings they set “Extended conversion accounting period”, since payments can be made at intervals of several days after the order is placed.
   A prerequisite is the ability to identify site visitors, for example, by discount card number, promotional code, or login.

To date following systems integrated with Metrica: Alloka, Callibri, Calltouch, Call-tracking.by, CallTracking.ru, Comagic, Mango Office, PrimeGate, QUON, Ringostat, Roistat, Vector.

As a result, the resulting statistics will help you analyze customer behavior and their path to conversion even better. Plus, on new segment The target audience can be targeted with contextual advertising.

By linking accounts Google Analytics and AdWords, you can quickly and conveniently track the performance of advertising campaigns and optimize promotion based on data. We have already written about Analytics and AdWords. Today we have a selection of Google Analytics reports to evaluate the effectiveness of paid traffic.

Group of reports “Traffic Sources”

This group allows you to compare channels, sources, advertising campaigns and keywords based on standard metrics such as bounce rate or average session duration, as well as conversion metrics.

Campaign report

To build a report, open the “Traffic Sources” report group, then “All Traffic” and select the standard “Source\Channel” report.

Select the source of interest, for example google/cpc, and click on it.

Set the Campaign option. To do this, in the “Main parameter” line, click on the “Other” item, then “Traffic sources” - “Campaign”.

Here you can evaluate the amount of traffic that a source and channel provides and its quality based on bounce rates, viewing depth, and session duration. This will help in optimizing work with channels and budget allocation.

With this report you can analyze your profitability paid sources. To build a report at the source level, open the “Traffic Sources” report group, then “Campaigns” - “Cost Analysis”.

In the table, in the “Source or channel” column, select the required source, for example google / cpc and click on it. Data for campaigns belonging to this traffic source will open.

You can see which campaigns are performing better and which need to be improved. Here you can analyze the effectiveness keywords in the campaign of interest by selecting it in the column and clicking on it. Based on this data, adjust your bids based on the profitability of keywords or completely disable those that are not generating revenue.

Time to conversion

To find out how long it takes on average for a user to make a purchase decision, use the Time to Conversion report. To view statistics, select the “Conversions” report group, then “Multi-channel” - “Time to conversion”.

The report shows how many conversions and with what value occur on different days after the user first encounters the site. This data will help you understand the purchase cycle and, when setting up retargeting, determine how long to show ads to the user.

Multi-channel sequences

Typically, before placing an order, the user visits the site several times and from different sources. For example, users might first click on an ad and then arrive at the site with free search. And if this is a common situation, then we can assume that conversions are made mainly by organic users, and advertising is not working effectively. But after turning off advertising there will be an immediate decrease in sales.

Therefore, it is important to track the entire path potential clients: where they usually come to the site and what routes they take to return to it before converting. This will also help set up cross-marketing by using different channels user experience and set up attribution models correctly in AdWords. This can be done using the Multi-Channel Funnels report group. We’ll tell you more about these reports; we also have a large and detailed one on this topic.

Shows all channels that the user interacts with before making a conversion. To view the report, find the “Conversions” item in the lower right sidebar, then select “Multi-Channel” - “Top Paths to Conversion.”

So, often the user comes first from email, social networks and search, both paid and free.

A conversion is considered associated for source 1 if the user first went to the site from it, but completed the conversion when returning to it from source 2. In the report, you can see the number of associated conversions and conversions by the last significant transition for each source.

To build a report, under Conversions, select Assisted Conversions.

By default, the report is built by channel groups. It can be drilled down to a specific channel, source or campaign. For example, you need to obtain data on campaigns on the social network VKontakte. To do this, select the “Source or channel” parameter and click on vk_ppcworld/social.

The more associated conversions, the more often the source is used as an auxiliary one. Please review this report before disabling any channels or campaigns. They may not bring direct conversions, but they are an important stage on the way to completing an order.

Mobile Devices Report

Allows you to analyze the amount of traffic from mobile devices and determine what share of total traffic it compiles and also compares the conversion rates on them. We have articles from eLama and Molinos on why it's important to work with these reports.

In the “Audience” section, find the “Technology” tab. In it, select “Mobile devices”. The “Review” item will show the ratio of desktop, smartphone and tablet indicators.

The “Devices” item displays indicators for specific models smartphones or tablets.

If you notice that your site receives a lot of traffic from certain devices with a high bounce rate, the pages may not be optimized for that device. It may also be that all traffic from mobile devices is large percentage refusals. In this case, the site is most likely not optimized for mobile users or are not displayed correctly. The following report from our collection will help you check the site loading speed.

Page loading time

The report is needed to understand how long it takes to open your site, find pages that take a long time to load, and fix the problem. It's especially important to track data for advertisers who receive the majority of their traffic from mobile devices. Users viewing the site on smartphones close the page if it does not load within a few seconds.

To view loading speed data, open the list of “Behavior” reports, then “Site Load Speed” - “Page Load Time”. As in previous reports, add the Paid Traffic segment.

Add the “Mobile Device Traffic” segment to your report to find out how quickly pages load for mobile users. By analogy, you can look at statistics on users of desktops and tablets.

In the same list you can find tips on increasing your download speed. Path to the report: “Behavior” - “Site loading speed” - “Loading acceleration”. Segment - “Paid traffic”. To the right of each page you'll see PageSpeed ​​suggestions. Click on them and you will see recommendations on how to optimize your site and increase its loading speed.

On Google Analytics conversions and e-commerce transactions are linked to the site's most recent referral source: campaign, search query, or ad. But how can you evaluate the contribution of previous visits and traffic sources: other websites, search queries and advertisements? How do you know how long it took from the first click or view to conversion?

Answers to these and many other questions can be found in reports on . They allow you to evaluate the contribution of various marketing channels (traffic sources) to attracting customers.

For example, it's possible that many of the shoppers who come to your site from Google first learned about your brand from a blog or while searching for specific products and services. Reports on multi-channel sequences help assess the impact various sources traffic for sales.

Video presentation: multi-channel sequences

Conversion Paths

Reports on multi-channel sequences are created based on conversion paths, that is, the history of interactions (clicks or transitions) that led to a transaction on your resource. By default, only data from the last 30 days before the conversion is taken into account, but this period can be changed from 1 to 90 days using the switch Lookback Window above each report. This takes into account interactions with almost all digital channels. These include, but are not limited to:

• normal search and search advertising(in all systems taking into account requests);
• websites – referral sources;
• affiliate sites;
• social media;
• email newsletters;
• special campaigns, including in traditional media, that direct traffic to shortened URLs.

Read more about how these channels appear in reports.

Contents of Multi-Channel Funnel Reports

In the report Main conversion paths presents the paths your customers took to make a purchase. Reports Time to conversion And Sequence length show how many days and interactions it took for a user to convert. Please note that the length of the lookback period affects the content of reports. You can learn more about these reports in the Conversion Path Analysis article.

How to View the Multi-Channel Funnels Report

To view the report by multi-channel sequences, follow these steps:

1. Sign in Google Analytics account.
2. Open the Reports section.
3. Select Conversions > Multi-Channel Funnels.

The reports provide data for automatically identified channels, as well as for campaigns Google Ads(if they have been set up for automatic tracking). Detailed information You can find out more about this in the article Setting up multi-channel funnels.

Articles on the topic

For more information on how channels are displayed in reports, read this article.

How to check if all channels are represented in your reports multi-channel sequences, read

We've released a new book, Social Media Content Marketing: How to Get Inside Your Followers' Heads and Make Them Fall in Love with Your Brand.

An associated conversion is a conversion that is associated with any channel for attracting a client, which did not become the final one, but played a large role in the chain of steps before the target action was completed.

More videos on our channel - learn internet marketing with SEMANTICA

It is somewhat reminiscent of a football match: the ball goes through a combination of passes before it is kicked at goal. Those transfers that were present in the chain, but were not the last in it, are a kind of associated conversion.

From the point of view of web analytics, associated conversion allows you to evaluate the contribution of the resource being studied to conversions from others. Speaking in simple language, this metric shows how a visit to a given intermediate page influenced the number of purchases made on the final landing page.

Types of assisted conversions

There are only three of them:

• First interaction conversion is the first and only click that led to a conversion;
• Conversion by intermediate interaction - a transition between intermediary sources located in the middle of the conversion chain;
• Conversion by last interaction - the transition between the last resource in the chain of visits and the target source.

What are Assisted Conversions for?

The majority of clients and buyers do not immediately decide to purchase a product or order a service. The purchase decision is formed in a number of stages:

• The client does not yet know about the existence of the product;
• The client learned about it, but has not yet assessed his need for the product;
• The client has decided to buy, but does not yet know who to buy from;
• The client has decided to become your buyer, but does not know whether to do it now.

Each choice of the buyer must be prompted by some prerequisites. Often, various traffic channels play the role of such prerequisites. In order to wisely invest in a particular channel, you need to evaluate the effectiveness of each of them. Assisted conversion reports clearly demonstrate the contribution of each source to achieving the final result.

The Assisted Conversions report will tell you:

• How did the client learn about the target resource;
• What influenced his choice;
• How quickly he decided to buy;
• How often did he visit the site?

Associated conversions in metrics of various systems

A clear and detailed report on associated conversions is provided by Google Analytics.

To view associated conversions in analytics, you need to go to the “Reports” tab, go to the “Conversions” section, and in it, in turn, find the “Multi-channel funnels” subsection. To generate the final analytical form, you must specify the report period and its type. Google Analytics offers the following reporting options:

• “Associated Conversions.” Demonstrates which resources were included in conversion chains from other traffic sources. Particular attention should be paid to the “Associated conversions/conversions by last click or direct interaction.” It shows which supporting channel played the biggest role in achieving conversion.

The report also reflects 3 types of conversion channels: direct, auxiliary, direct and auxiliary. Advertising budget distributed according to the Pareto principle:

IN in this example It is clear that the majority of users convert within one day. At other times, their activity decreases. In order to increase sales growth on a “good” day (i.e. while audience activity is at its highest), you need to analyze the “Sequence Length” report.

• "Sequence length". Reflects the number of visits after which the buyer is ready to buy.

This example shows that the majority of users convert after 4 visits. This means that in order to grow sales, you need to achieve 4 visits from the remaining users. For this, various motivational mechanisms are used: posts on social networks, advertising mailing, etc.

Features of assisted conversions in Google Analytics

• The analysis is based on unique sessions during which purchases were made;
• Information about the last two calendar days may be distorted, because analytical data collection occurs with a delay of 2 days;
• All channels complement overall result: If each of them became an associated source of one conversion chain, then the final conversion is credited to both channels.

Associated conversions in Yandex.Metrica

This system also uses 3, but they are recorded slightly differently:

• Last transition - last visit without taking into account previous steps. For analysis multi-channel sequences this model is not informative;
• First transition - first visit. In this context, both the initial source and the chain of subsequent visits are analyzed;

• The last significant transition is the last primary source of traffic (mailings by e-mail, anchors on third party resources, ) in the conversion chain;

It should be noted that the Yandex service cannot analyze in detail the entire conversion chain, just as it cannot assess the contribution of a particular resource to sales growth. Google Tools Analytics provide more complete and detailed reporting.

What to consider during the analysis process

• The sum of all conversions that a resource led to determines its conversion value;
• Duplicate conversions from the same user are considered different. Each of them has its own chain of visits;
• A direct transition made after visiting an advertising source is considered direct and is not credited to the advertising account. This approach allows you to determine how many users remember the URL of the target site or add it to bookmarks;
• You can only organize data in a report based on multi-channel funnel criteria. This means that it is not possible to segment data according to the criteria of standard reports (by browser, by region, etc.);
• It is worth studying the paths of visiting the target resource only in those profiles for which filters that cut off traffic were not used.