Deferred conversions in Yandex metrics. Multi-channel sequences. Is there an Associated Conversions report in Yandex Metrica?

In early 2012, Twitter launched a redesigned version of the site that makes sharing and finding information easier than ever.

Home page and profile page

The elements are marked in the images below home page and Twitter profile pages. Descriptions of the marked items are given below the image.

1. Top navigation bar

To navigate Twitter, you will use top panel. Use the Home, Notifications, Private messages and #Aware.

2. Search bar

Use the search bar to find other Twitter users or search for current trends.

3. Your profile icon

Click on your profile icon to edit the page, change settings account and much more.

4. Tweet button

Click the Tweet button to write a new tweet.

5. Field for entering a new tweet.

Same as the Tweet button.

6. Quick view

Click on your name to view your profile page. You can also view quick statistics:

Tweets: The number of tweets you've ever tweeted.
Followed: The total number of people you follow.
Followers: The total number of followers you have.

7. Tape

The feed displays Last messages people you follow.

8. Kindred spirits

Here you will see a list of suggested users based on your interests.

1. Personal Information

Here you can see your public name (usually your first and last name), your Twitter login, your location and a brief description.

2. Tape

The feed displays your latest tweets and retweets.

Today, the social network Twitter (Russian Twitter) is very popular among many Internet users. With its help, you can both send tweets and read them. Log in to your page to read tweets and write your own.

What is Twitter?

Tweets (from “tweet”) are called short messages, the size of which is 140 characters. Thus, with their help, users of this social network write various concise texts, publish hashtags, as well as links to images and videos. Tweets can be addressed both to all subscribers (followers) and to a specific user on the network.

Many famous people from different parts of the world have their own Twitter account. Thanks to this media, celebrity fans get to know the most last news from the life of star people.
Owners of smartphones, iPhones, tablets, and iPods very often access Twitter from these gadgets when they have access to the Internet. It is very comfortable not only at home, but also at work during a break, on vacation, in public transport etc.

Twitter login to your page

First of all, you should open the browser you are using. IN address bar you should enter the address of the official Twitter website: twitter.com. The main page of the web resource will open in front of you, where you need to enter your phone number, username or e-mail, and password for your account. If you do not yet have your own profile on Twitter, then on this same page you can go through the procedure to create one.
So, first enter your first and last name, enter your email below and come up with something even lower login password. After that, click on the “ Registration" Next, you will be redirected to another page of the site, where you can edit the data that was entered in the previous step. If everything suits you, then press the button of blue color with the inscription "Registration".

Next, the system will prompt you to secure the created account. To do this you need to enter your mobile number phone. If you don't want to do this or enter the number later, you can safely skip this step and move on. On the new open page you need to come up with your nickname (name) in your account. Remember given name you can change at any time or specify later. If you enter your invented nickname immediately, you will need to click on the blue button labeled “Next”. Thus, the registration procedure is completed. By logging into the email address you specified during registration, you will open a new email and confirm your account.

How to follow on Twitter?

If you want to follow the news that is published by a person you are interested in, you must first go to the page of this user, and then click on “ Follow" ("Read").

How to write tweets - messages?

On the right top corner click " Tweet” (“Tweet”). A window will open in front of you where you can write whatever you want and, if you want, add a photo, video, survey or GIF animation. You can also indicate your location, i.e. the place from where you post the tweet. Twitter users can post private messages Thus, communication occurs face-to-face.

How to repost on Twitter?

February 14, 2018

Set goals/conversions (“Achieved goals” inGoogle Analytics) – these are the main indicators of the site’s effectiveness. Thanks to them, you can find out how the actions of visitors affect the sales of your products and services.

Using goals and (for online stores) you can determine income, number of transactions, average bill, make a list of best-selling products, track the number of received applications and requests. And look at all this in the context of each attraction channel.

Staging is one of the priority tasks for any business. This is why it is so important to choose the right metrics to track before promoting a website (money costs).

Category reports "Conversions" store comprehensive data about the user’s actions and consist of several blocks : “Goals”, “E-commerce”, “ Multi-channel sequences» And "Attribution".

Goals

shows a summary of the achievement of goals with the main indicators inherent in this section:

Achieved goals– total number of conversions;
Goal value– the total value of all conversions in monetary terms for the selected period. If it is not specified in any of the goals, then the total value will be equal to 0;
Goal Conversion Rate— the ratio of the number of executions of target actions to the number of sessions;
Overall interruption ratio– number of interrupted targets. Defined as the total number of aborted sequences divided by the total number of goal starts;
Statistics for each goal separately.

In the dropdown list "Target" You can choose any of them to analyze the results:

In the report « URLgoals" we can see the list of pages on which this conversion took place:

The example above shows pages with dynamic parameter ID, each of which corresponds to a separate order in the online store. The goal value was not specified during setup.

contains information about the pages preceding the final goal.

Thanks to it, we can see the user’s path through the last 3 steps before conversion: what pages he visited, what he viewed, etc. As a rule, the steps preceding ordering in an online store are always the same: Cart -> Checkout -> Delivery and payment -> Order.

Based on this presentation of data, it is easy to find pages where users “fall off”. And what was the proportion of their total number.

It may be like this on your website a large number of fields to fill out and this causes inconvenience to potential clients. Or there is no way to remove unnecessary goods from the cart, so the user leaves it without ordering anything.

By identifying bottlenecks on your site, you can quickly make changes to increase conversion at each step of the sequence.

"Goal Map" very similar in functionality and presentation to the event map and the classroom.

It allows you to answer a number of questions related to user behavior and their interaction with the site:

Do they go through the entire conversion path or just part of it?
On which pages does the sequence most often break and why?
Why do users go back a step and what has become unclear to them?

In the example above, some users move from one step "Order placed" one back. Most likely, they wanted to change something in the order information and decided to come back to correct the delivery time or correct the destination address. Or from the form "Place an order", when some clients returned to the stage "Item in cart" to add/remove items or enter a discount coupon.

Below the path map there is a table with additional information according to the selected sequence indicator. Sources can be compared by any other indicator. For example, by selecting the indicator "Campaign", you can find out which advertising campaigns were most effective, and which ones should be optimized or disabled altogether.

You can also apply and analyze statistics on non-standard traffic types to the report.

IN Google Analytics By default, several segments with conversions are available:

Visitors who didn't convert– all sessions of users who did not make a single conversion during the reporting period;
Visitors who converted– all user sessions that completed at least one conversion in any of their sessions during the reporting period.
Sessions with conversions— segment for sessions during which at least one goal achievement was recorded.

To evaluate the performance of smart goals, Analytics provides a corresponding report. We discussed in the article what information it contains and how to use it in practice. "Smart Goals".

You can view the main data for each available conversion (including all goals at once) in any standard report, for example, in "Traffic Source - Source/Channel".

"Traffic Source - Source/Channel" report

Electronic commerce

This group of reports is designed to analyze customer behavior. It contains information about goods and transactions, income for each of them, average cost order, transaction rate, time to purchase and other indicators.

To make e-commerce data available in Google Analytics, you need to enable it in the view settings, and also add data collection code to the site. Read more about this in this article.

Important: in reports, income will be displayed in the currency whose icon is indicated in your view. Therefore, if you sell goods in rubles or hryvnia, and the report contains the icon "dollar", you need to change the currency settings in this view.

The global currency (the one that is the default on your site) is used for all transactions and products. If your site allows you to pay in several currencies, then using the plugin e-commerce you can specify the currency to use for the transaction.

The local currency must be specified in accordance with the ISO 4217 standard. Full list Conversion currencies available in Google Analytics can be found in reference guide Google for currency codes. The procedure is changing the tracking code on the site using the counter property currencyCode.

allows you to view the main indicators of the online store and general information on products, including the best-selling products.

The general purchasing process that every user of our site goes through is presented in.

It consists of 5 stages:

All sessions
Product viewing sessions
Sessions with adding items to cart
Checkout sessions
Sessions with transactions

By default, the report is built in the context of sessions and user types - new and returning. Thus, choosing required parameter(source or channel, device type, etc.), we can, in addition to setting up regular goals, return dropped visitors at any step of the funnel.

If, when analyzing customer behavior, it turns out that they leave the product card page without adding it to the cart, then most likely:

visitors were looking for another product;
they simultaneously compared several sites and found Best offer from competitors;
there was a glitch on the page and the person simply couldn’t do it.

If visitors leave the site after adding to cart, this may mean that:

they found a better offer;
they were unable to complete the order for some reason not related to us (the Internet was turned off, someone was distracted, they just got too hungry);
There was a glitch on this page and the person was unable to complete the purchase.

If customers leave the site already at the payment stage, then in 90% of cases this is due to:

with an overly complex procedure;
with what is not suitable method(for example, only online payment or only cash to the courier);
high delivery costs.

Depending on the tasks, we can choose any of the available options.

By clicking on one of the blocks, we will be asked to create an extended segment, which can later be applied to reports or created remarketing lists based on it.

To do this, simply import the segment from property-level audiences into your AdWords account.

Switching the table to "Interrupts", we will have access to information on unpaid carts, unfinished purchases and sessions in which no items were added to the cart.

Using the report, you can determine at what stage visitors most often leave the site, how much you could potentially earn from them, and how new and returning users behave. It also lets you know which pages are causing the most churn, which devices this is happening from, and which next steps needs to be done to correct the situation.

Remember in behavior reports we talked about quality characteristics and endlessly improving your site through page testing, design changes, usability, etc.? This is especially important in e-commerce reports because you see “weaknesses” not only in the form of beautiful graphs, but also in monetary terms. Don’t forget to work through your audience, creating remarketing lists for users with a high abandonment rate and those who have already taken one step forward and added a product to their cart.

In the report “Analysis of behavior when making a purchase” You can track user behavior throughout the entire purchase process and identify problem areas on the site. In some ways it is similar to the previous one, but there are still differences. Here we create the sequence of steps ourselves.

Google Analytics determines funnel steps based on the tags you specify when initial setup e-commerce (Marking stages of ordering).

The first three stages ( Item in cart, Delivery, Payment) are those that were created manually in the e-commerce settings. Last ( Sessions with transactions) is the number of sessions during which the transaction was completed.

If you are suspicious a big difference between stages, then most likely, for users these steps are incomprehensible and intimidating. For example, you should not offer visitors only pay for goods online, without the right to choose other types. This will completely kill your business and you will never gain client base and you won’t win the market. Only very large companies, who have hundreds and thousands of loyal customers, and their brand is constantly heard and trusted, can afford to experiment like this.

Difference between steps "Item in cart" And "Place an order" may also indicate that users do not like the large number of fields to be filled in (name, phone, email, address, your favorite musician, pet name, etc.) and they leave this page due to so much meaningless information. Try to make things very simple and clear forms for order. A name and phone number are more than enough at the first stage of contact. All other information can be found out during one-on-one communication with the client.

Product effectiveness

Product Performance Report

In this report, you can see a general summary of the number of sales of a particular product, income from the product, number of transactions, average check and return amount.

Additional indicators of buyer behavior:

Selected Products Ratio— the number of product additions to the cart divided by the number of product information views.
Coefficient completed purchases — the number of unique purchases divided by the number of views of pages with information about the product.

Main parameter: Product, Product ID, Product Category (Advanced Ecommerce) And "Product brand".

In addition, in the report on the graph you can compare two necessary indicators from the proposed ones, and by switching to the tab, evaluate the following metrics for each product:

number of views of products from the list (how many times the product appeared in the list of products);
number of product information views (how many times users viewed the product information page);
number of product removals from the cart;
number of completed product purchases (how many times this product was included in the checkout process);
number of unique purchases (total number of transactions involving the specified product).

Thanks to the report "Product Efficiency" Can:

find products with big amount shopping and adding items to cart. They can be placed in more effective positions in the online store (on home page) or create a separate banner for them so that potential customers immediately see such products and they catch their eye;
Identify products that are often viewed but rarely purchased. Apparently the user found similar product in another store at a more attractive price. You can make a discount on such goods or change the price, making it competitive;
identify products that are secondary(which add to the main ones) and add them to the recommended block under the card main product or on the ordering page;
analyze the popularity of certain categories on your website, which will allow you to redistribute budgets when purchasing goods in the future;
by adding data on the marginality of each product or product category, determine the price that can be assigned to the product to obtain greater profits. Perhaps you bet too much low price for the product and it could be bought more expensive.

Report on "Sales Efficiency" displays each transaction by its ID. Having configured the e-commerce module for an online store, you can see all order IDs not only in the site admin panel, but also in this report.

When you click on a transaction, you will see data on this order: the name of the product, the number of goods purchased and the income from them.

You can also transfer shipping and tax amounts and, in case of a return/cancellation of a purchase, import data on these transactions. An example of a return is discussed in detail in Chapter 5 “Resource”.

All pages and blocks on which you can view products are called product lists. They are generated by Google Analytics based on plugin tags ec.js.

You can analyze own lists products: which one is the most viewed, which one has the most products and which items in this list are the most popular.

In the screenshot above, the most viewed item was the product list. "Catalog", which had a click-through rate of 4.38%. It is also the most profitable for us compared to other lists. However, we see that the list of products « New Year» has the highest CTR (8.41%). This is explained by the time of year (the material was written in December 2017) and the interest of buyers in a specific product.

By going inside the list, we have access to information on each product:

how many product views there were;
how many times you clicked on products from the list;
Product list CTR;
number of items added to cart;
how many unique purchases there were;

Main parameter: “Product list title”, “Product list position”, “Product” And "Product ID".

E-commerce metrics are also presented in the tab "Statistics" In chapter "Electronic commerce" In many standard reports Google Analytics.

When you configure the Enhanced Ecommerce module, a tab becomes available in ecommerce reports "Marketing", which includes the following reports: “Internal Campaign”, “Order Coupon”, “Product Coupon” And "Partner Coupon".

The first report provides us with data on the number of views advertising banners on our website, clicks and click-through rates (CTR).

Internal ad impressions are recorded on page load and transmitted with the initial screen view using the command ec:addPromo. In order for the data to appear in this report, you will need to change the tracking code to add additional meanings variables: promotion ID, name, data about the material and its position on the site ( id, name, creative, position):

Main parameter: "Internal campaign name"(this name variable in the tracking code is a string).

Using this report you can determine which banner brought you highest income, which banner with which call to action has the best CTR, which of them arouse interest among visitors, but do not lead to purchases, and when you need to change the banner on the site due to a sharp decline in demand.

The report on advertising campaigns on the site can be effectively analyzed with the report. It represents the queries that site visitors enter when searching for a particular product on your site. Thanks to reports And « Search queries» (on the website) you can identify the most popular products both in terms of internal search and clickability on them, and then place them in recommended blocks or favorites, in-demand products, etc.

Order Coupon, Product Coupon, Partnership Code

Analytics allows you to track product and order coupon conversions, as well as affiliate marketing transactions. This information is presented in three reports:

Order coupon
Product coupon

If you have the opportunity to provide a coupon to site visitors for some kind of discount, you can further analyze the effectiveness of each of them.

For example:

New Year's sale (-30% on all products);
Cyber Monday (-50% on category “A” products);
Tatiana's Day (-80% on all products for customers named Tatiana);
storage system for regular customers(-3%, -5%, -7% after each order);
etc.

The coupon can be applied to a specific product or to the entire order. In the first option, statistics will be available in the report "Product Coupon", in the second, the data will be included in the report after 24 hours "Order Coupon".

The last report is designed to collect data on partners and affiliates. Statistics will only be collected if key values ( affiliation default)

rarely used, but can be useful for those who have given their goods for sale to several online stores (or created several of their own on different domains), and records all data for all partners under one account.

Multi-channel sequences

If you are promoting a website to one of your customers and observe a situation in which the cost of attracting a client turns out to be too expensive or there are no requests from the source, do not get upset and do not make hasty conclusions. Now is the time to take a look at your cross-channel funnels and associated conversions reports.

Throughout this book, I gave several examples of how clients decide before purchasing how many sources they can go through before you see a completed application/order in your admin panel or in the mail.

For example, a person was looking for something on the Internet and the first interaction with your site was through a contextual Google advertising AdWords (position 1). He then left the site and began comparing similar offers with others. After a while he enters Google search engine request and sees your site again, only now he goes to it through organic search (position 2).

- “Oh, a familiar site! I've been here before and it seems pretty good. I'm happy with everything: the price, delivery conditions, and it looks pretty nice. We need to write down the name so we can quickly place an order tomorrow.”

The next day, this person visits the site (position 3) and makes a purchase (position 4). The last interaction is a direct entry (direct / none).

What did we get?

Three interactions: the first is Google AdWords (cpc), the second is Google (organic), the third and last is direct entry (direct);
Conversion sequence length: 3;
Time to conversion (in days): 2 days.

In standard Google Analytics reports, all conversions are attributed to the last source, with the exception of direct traffic (direct / none). Revisiting Attribution Models and Chapter 4 "Performance". Thus, in our example, in the reports we will see the conversion of the second interaction (organic).

Interactions 1 and 2 are auxiliary (associated). But it would be wrong not to take them into account. After all, the first touch occurred through paid advertising, for which we paid money. And it was thanks to her that the whole chain of interactions began potential client with the site, which later became our buyer.

There are situations when users click on a campaign "Competitors" to the site, get acquainted with it, and then look for reviews on the forums. After reading, they move from the forum to the website and make a purchase. Referral traffic became the last in the chain of interactions, but if it weren’t for paid advertising according to competitors, then there would be no order in principle, since the client would have no way of knowing about our existence.

Multi-channel funnel reports allow you to measure supporting contribution various sources and make the right decisions about their effectiveness. They are created based on conversion paths, which is the history of interactions (clicks or conversions) that led to a transaction on your site.

Main features of reports:

To analyze the received data, it is necessary to set up goals or e-commerce;
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";

data in the report arrives with a delay of 24-48 hours;

It displays general information by the number of conversions and associated conversions.

At the top of the graph, we can select specific goals for which we want to analyze the data.

It is also possible to select the type of sources (All or AdWords) and change the lookback window.

Lookback Window (Attribution Window)- this is the period of time that can pass between the source and the conversion, after which the purchase will no longer relate to this source.

If we know that the user takes a long time to select a product and make a purchasing decision, then the lookback window when analyzing multi-channel sequences can be set to 90 days. If, on the contrary, the sales cycle is very fast, the attribution window value is set to minimum or left at the default of 30 days.

Total number of conversions is the sum of all goals and transactions for the selected period of time.

are conversions for which this source traffic was present in the chain of transitions, but was not the last in it.

In the example above, users made 711 purchases, of which 414 were purchases where the customer visited our site at least twice in the last 30 days before the transaction before making the purchase.

Multi-Channel Conversion Visualizer ( Euler-Venn diagram) makes it possible to evaluate the role of each source on the path to the transaction. For example, from the screenshot above 56,42% conversions are made using a direct source, 34,69% - using free search, and 27,08% - thanks to search advertising. As part of our transitions 2,7% transactions are made as a result of user interaction through three sources: direct, free search and search advertising.

Euler-Venn diagram

Adding up all the sources, we see that the percentage of the total number of conversions is more than 100%. This is due to the fact that one channel could be in the chain either at the beginning, in the middle or at the end. That is, there are intersections of several channels.

In addition, Analytics provides the ability to select several conversion segments for simultaneous comparison (no more than 4):

For example, you can create a conversion segment that only includes funnels where the first interaction was a conversion of a specific value. Once applied, the segment remains active as you navigate to other multi-channel funnel reports. To return to viewing all conversion funnels, select a segment "All conversions".

We may remove or create our own conversion segments. To do this, when selecting conversion segments, in the upper right corner next to custom segments, click “Create a conversion segment”.

contains information about conversions where more than 1 source was recorded before the transaction was completed. That is, the user interacted with your site at least twice.

In 58% of transactions on our site, transactions were made from two or more sources. Very important indicator– this is , which in our example is equal to 0.58 (58%).

If the number is greater than 1 (100%), this means that users take a long time and carefully to make a decision before making a transaction, and for our site the role of multi-channel sequences is very important. If this indicator is 1, then the number of regular and associated conversions is equal. If the indicator is less than 1 or tends to 0, then our business is characterized by purchases "Here and now", as users make decisions quickly.

1 < — more often acts as an auxiliary (associated) channel;
=1 - both;
1 > — often acts as the last (closing) channel.

In the report table, opposite each channel group, this number is presented in the last column. For example, search advertising has a value of 0.68, the smallest among all others. This tells us that contextual advertising users tend to buy immediately, without additional interactions.

In one of his webinars several years ago (more precisely in 2014) Google company provided statistics on where an advertising network channel (display advertising, teaser networks, CPA networks, etc.) had value « Associated conversions/conversions by last click or direct interaction" = 17.

This research shows that ad networks have a huge influence on sales through other channels, but they themselves make virtually no sales. Let’s remember the situation with the Display Network (CDN) in AdWords: in all standard Analytics reports these advertising campaigns have very expensive leads or no leads at all. And this is precisely the point - the source is auxiliary and it is not recommended to exclude it when promoting a site, since it affects other channels. The same channel is referral transition from other sites.

The column displays the sum of all chains of interactions in which this channel participated. And if we sum up all the associated conversions across channel groups, the result will be more than our 414. This is due to the fact that within the same chain we could have both a direct transition and, for example, a free search. The channels present in assisted conversions are not mutually exclusive - if two channels played a supporting role in the same path, assisted conversion counts for each of them.

The total number of direct conversions and transactions in the Multi-Channel Funnels report and other Google Analytics reports should be the same.

The value of assisted conversions is the income from all conversions made using this channel.

Value of conversions based on last click or direct interaction– this is the income from all conversions on the path to which the channel was the last interaction.

Main parameter : "Channel Group for Multi-Channel Sequences", "Default Channel Group", "Source or Channel", "Source", "Channel" or "Channel groups", which we can create manually.

You can also select an additional parameter from categories "Traffic Sources", "Users" And « AdWords» .

On line graph we can display the values of the selected indicator for three variables:

by date of conversion;
by the number of days before conversion;
by position in the journey (by the number of interactions before conversion).

The report also includes tabs for assisted interactions, first interactions, and organic conversions.

contains a set of chains (conversion paths) for multi-channel sequences and information about which sources most often the user visited our website before making a transaction.

For example, for 31 transactions, users followed the path Free search-> Direct entry within 30 days before the transaction. Or, for example, 18 conversions were made through two visits, in which both the first and second visits to the site were Direct approach.

Notes x2, x52, x3, x69 in the screenshot means repeating the path in a row.

At the top of the graphs, we can set the funnel length, which shows how many days and interactions it took for a visitor to convert.

By adding additional parameter "Campaign Path (or Source/Channel)" and by applying an advanced filter to the conversion paths of a group of channels, we can see by utm tags and ad names what role our campaigns played in the sequence.

3 transactions were completed within the path Search advertising-> Direct entry, and the campaign was branded. Multiple paths contain a chain Search advertising -> Free search and vice versa, Free search –> Search advertising.

In the same study Google employees They brought another slide, which stated that chains with a number of steps of 2 or more provide 1/3 of all income. There were 9 of them and they look like this:

Free search -> Free search
E-mail newsletter-> E-mail newsletter
contextual advertising-> Contextual advertising
E-mail newsletter -> E-mail newsletter -> E-mail newsletter
Free search -> contextual advertising
Contextual advertising -> Free search
Free search -> E-mail newsletter
Contextual advertising -> E-mail newsletter
Advertising Network -> Free Search

The chain works best Free search -> Free search And E-mail newsletter -> E-mail newsletter, since in the first case the user independently finds information in the search engine without any intrusiveness on our part and decides for himself whether he should get acquainted with our offer or not.

The mailing chain works well because the user is loyal to us, he subscribed to it voluntarily, thereby agreeing to the sending useful materials And unique offers With at certain intervals. And when he receives such a letter with a promotion or discount, he immediately, without hesitation, places an order with us.

The interesting thing about the histogram is that the chains Free search -> Contextual advertising And Contextual advertising -> Free search work equally well. Therefore, to answer the question: what is better to invest in – SEO or context? We respond to the customer based on this data.

Thus, it is necessary to use these traffic acquisition channels and combine them with each other.

Note: research data on slides for 2014, the situation may have changed somewhat social networks and instant messengers, but only slightly.

Main parameter: Channel Group Conversion Path for Multi-Channel Funnels, Default Channel Group Conversion Sequence, Source/Channel Path, Source Sequence, Channel Sequence And "Channel groups"

Important! Don't add up regular and associated conversions, as you risk counting the same order twice. It will seem to you that this source works well, and redistribute the advertising budget in its direction. But due to "twin" you simply defined the data incorrectly profitable channel and lost money.

If you have no idea how long it takes a user to make a purchase decision from the first interaction with the site to the final transaction, you can use the report.

As an example, let’s look at the statistics of an online store selling flowers. The table shows that 56.4% of all conversions occur on the first day of entry. The remaining 43.6% thought for some time. 18 conversions (2.53%) occurred the next day, 6 transactions (0.84%) two days later, 16 purchases (2.25%) three days later, etc.

It would seem that we should receive the main income during the first few days and the role of multi-channel for a flower shop is not so important, since this topic falls under the concept "Here and now". However, more than 30.1% purchase within 12-30 days of first interacting with the site. In this case, it is necessary to use additional forces in the form of remarketing campaigns and warm up users along the entire funnel path.

This may also include repeat purchases. Even if they were performed by the same user, they will still belong to different paths - the system does not count unique users, but the sessions in which they achieved conversion.

There are often cases when, within one day (time before conversion “0”), a user visits the site several times and places an order after some time. For example, on the 3rd visit. Analytics assigns all these sessions to such a visitor.

In the report on "Sequence length" indicates how many conversions occurred in conversion paths containing from 1 to 12 or more interactions.

You can use this report to analyze your audience and use it to determine at what length of the funnel they decide to convert. In other words, how many sessions does it need before executing a transaction? More than 40% (41.77%) of online flower store users make a decision in the first session. There is also a part of the audience (more than 25%) who are picky about purchasing a particular bouquet and need more than 12 interactions to complete a transaction.

Attribution - Comparison Tool

This tool allows you to better understand the difference between various models attribution and clearly see the value of each channel on various stages. The models are disassembled in detail in Chapter 4 "Presentation".

Let's take two models for comparison:

by last indirect click (in all standard Google Analytics reports by default);
on the first interaction.

And we'll choose "Change in number of conversions (%)".

As can be seen from comparative table, the data from the two attribution models is very similar. The most significant changes were in the channel (Others, -26.09%). This includes traffic that Analytics system could not recognize and assign to any other source. For other groups of channels the situation is more or less equal.

Let's take another attribution model for comparison - "Linear", which assigns equal value to all channels in the conversion funnel.

There are already much more significant changes compared to the model "By last indirect click", since the value of each channel in the chain is evenly distributed.

The channel that is most significant compared to the standard Analytics model, turned out to be "Straight": +9.57% for first interaction and +62.35% for linear attribution model.

You can create your own attribution models in Google Analytics. However, before doing this, take the time to study 7 standard models, embedded in the system. It's possible that what you want to implement is already available in Analytics.

Multi-channel funnel reporting and attribution assessment are very important when taking a serious and in-depth approach to generating advertising budgets and the contribution of each source to the success of the entire project.

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Sometimes a lot of time passes from the client’s first acquaintance with you to the purchase. To reduce it, you use advertising. An attribution model and multi-channel funnels help you monitor the effectiveness of your advertising channels.

In this article you will learn how to determine the effectiveness of advertising in Google Analytics and audit conversion channels.

Basic attribution models

They accurately determine the source of referrals to the site. It is easy to customize a report in Google Analytics to suit your needs.

There are five basic models:

1) Attribution based on the first interaction (click). The value is assigned to the source that brought the visitor to the site for the first time. The model is useful if the purpose of advertising is to arouse interest in a product or site.

2) Attribution based on the last interaction (click). The value is assigned to the last channel (their total number can be any) before the conversion. The model is focused on direct transactions and is therefore considered basic.

3) Attribution of the linear model. Each channel is equally valuable throughout the chain. For example, if a customer went through four channels before converting, everyone gets 25%. The model is suitable for assessing ongoing interactions with customers.

4) Positional attribution model. A combination of the first two models. The main values are divided between the first and last channels. For example, the first is 40%, the second is 20%. The latter also receives 40%. What is important here is not only familiarity with the product/site, but also the conversion channel.

5) Attribution of the recency of the interaction. A simple (and therefore popular) algorithm, used mainly for short-term or one-time promotions. The main value is assigned to the channels that “shot” during the promotion.

The path to conversion is the sequence of steps a visitor takes before conversion. Reports in the “Conversion” section, “Multi-channel sequences” subsection will show how much time it takes to complete a target action (call, application, order).

Assisted conversions report

It shows where visitors are coming from.

Pay attention to the last point. If the number is less than 1, this channel is usually the last one. More than 1 - it is more often found at the beginning or middle of the chain of visits, initiates or supports the target action.

The report also shows statistics by conversion type for individual channels and groups of channels. Only 2% of visitors are ready to buy on their first visit. Most people leave the site after 15 seconds: they read reviews, study the seller’s accounts on social networks - this brings them closer to conversion.

Top Conversion Paths report

The report will show what visitors do along the entire journey. You see the following sequence of traffic sources:

Also, these are the conversion paths for a group of channels:

If referrals appear in groups, study the traffic from referral sites and find the links that brought traffic.

Customers find you through search, but advertising convinces them to buy. If the “conversation” starts with PPC (Yandex.Direct & Google AdWords context, targeting in social networks), and organic search leads to conversion, think about whether you are spending money on that.

Time to Conversion report

The report shows how many days pass from the first visit to the conversion - the time it takes for the user to consider the purchase decision.

If 50% convert in 12 days or more, spend time nurturing customers. Improve your content or create it for different devices to keep visitors coming back again. Start a newsletter to remind yourself. Work until the number of days in the report is reduced.

Sequence Length report

Shows the number of conversions along the chain of visits:

For example, from the second line you learn that 37,517 target actions occurred after passing through a chain of two elements.

Study conversion paths to break down incoming traffic. Compare criteria: mobile vs desktop, new visitors vs returning clients.

1) Customize models to suit your goals, specific platform and audience.

2) Use auto-tagging in Adwords and other tools and UTM tags for social media campaigns.

3) Consider life cycle client (LTV). Good client comes back again, so he's 18 times more expensive than the average customer. "Old men" return more often direct traffic(from bookmarks), social networks (find out about sales), Email(find out about promotions and discounts).

New customers usually come through paid advertising, organic search, referrals and social media.

It is twice as expensive to retain a customer than to acquire a new one.

High conversions to you!