You can use Multi-Channel Analytics to:
- report on all ad channels' touchpoints for all of your deals, starting from the very first click and till the last action that led up to conversion;
- draw a reasonable conclusion about the effectiveness of your ad channel, although it is ineffective on the face of it. If the marketing channel is questionable, i.e. ROI is near zero, and therefore you disable it, you can lose the very bridge that would lead your clients to a more profitable advertising source;
- measure and analyze the effectiveness of retargeting: it is a powerful tool to attract purchasers but it is not the only one.
Multi-Channel Analytics uses the attribution model based on the position that a marketing channel takes in the visit history for all deals.
Profit is distributed to all marketing channels that attracted a client.
In the Position Based attribution model, if only 2 touchpoints are registered, 40% credit is assigned to the first interaction while 60% credit goes to the last one.
E.g., in this case, the 1st interaction "Yandex.Direct → … → vinyl windows setup" would receive 40% credit, while the last one – "SEO → Rambler" – would receive 60%:
If there are 3 touchpoints or more, the model attributes 40% of the credit to the first and the last interaction, and the remaining 20% is distributed evenly to the middle interactions.
E.g., in this case, 40% of the credit is assigned each to "Yandex.Direct → … → vinyl windows setup" and "SEO → Rambler", while the interactions in the middle receive 10% each (20% / 2 = 10%):
If the keywords coincide, i.e. the sources are the same, then the credits are added together.
You can draw more reasonable conclusions about your channels due to that multi-channel analysis impacts the following metrics:
E.g., in this case, Yandex.Direct gets 36% of the credit for leads conversion, 575.75 for leads, 34.6% for multichannel, 14% for sales conversion etc:
Viewing and evaluating the results
Multi-Channel Analytics shows sales statistics. In the report, the sales are arranged into groups according to the marketing channels.
The table shows the following data:
Names of marketing channels and campaigns, and keywords;
Values of 22 metrics. By default, only 11 metrics are displayed while you can configure the rest 11 metrics.
Data can be arranged by any metric by clicking on a metric name. By default, data is ordered by leads in a descending order.
The main multi-channel metrics are Multichannel and Multichannel, %. Only one of them is displayed by default.
Multichannel: the number of multi-channel deals; the users that visited the website more than once and from different advertising channels before concluding а deal.
Multichannel, %: the ratio of multi-channel deals to the total number of deals (Multichannel / Leads x 100%).
Expand sections of the report to view detail data. The report for each marketing channel is similar to the Analytics report.
To view the deals list, expand all the sections:
Multi-channel deals are marked by the icon:
To view deals detail information, press the corresponding deal row... :
... or type a visit number or a deal number into the search field and click Search:
E.g., in this table, the keywords "vinyl windows" led up to 4 multi-channel deals (Multichannel), and it is 22.7% of the total number of the deals for these keywords (Multichannel, %):
You can customize the multi-channel report as follows:
Change time intervals for the report.
To do this, click a button over the table: Today, Yesterday, Week, Month, 3 months, time interval:
Change metrics – there are 22 metrics, however only 11 of them are displayed by default.
To add/remove metrics, click Column settings, check the necessary boxes in the drop-down menu, and save the settings by clicking Apply:
Choose variants, ad channels, campaigns, keywords, or sales that you wish to track separately.
To do this, check the necessary boxes. The total statistics is the default view, although the boxes aren't checked:
Show/Hide insignificant channels – if a channel becomes insignificant, i.e. it hasn't attracted any lead and the visits are less 1%, then it will be hidden by default.
To view all the statistics, click the Display all channels link:
To hide insignificant channels, click the Do not display insignificant channels link:
To quickly move to the Events calendar tab, click the icon near the time interval buttons.
To quickly arrange an event, click the icon, specify the date and the name of the event. Click Create an event to post the record.