Insight into the online paths your customer takes to the final conversion
If you use Google Analytics to measure your conversions, you probably focus on the standard reports. You can find a lot of information about how your customers arrived at your website (information about the last interaction before the conversion). But did you know that Google Analytics also makes it possible to look beyond just the last interaction before the conversion?
Focus on all interactions with your companbrand before the conversion
It is very likely that customers encounter your brand/company in multiple places online. For example, in a newsletter, an advertisement, search engine or a listing on another website. Often, Google Analytics only focuses on the channel where the customer last visited before they visited your website and a conversion took place. This determines the value of that channel. But in many cases, there are also interactions with another channel at an earlier stage that also led to conversion.
An example
Imagine that you sell women’s clothing online. For this you send out a monthly newsletter to inform your customers about the new collection. In addition, you have a website that is easy to find in the search engine. There are also a number of blogs that write about your clothing. A customer has read your newsletter and seen your new collection. overseas data At that moment, the customer does not yet have the immediate need to buy something. One week later, that same customer has a party for which a new dress has to be purchased. She then does some searching on the internet and then finds a blog that mentions the dresses of your company. Then she remembers the new dresses from your newsletter and then goes to your site to purchase the dress.
If you only take the last interaction into account in this case
only the online blog would be valued. But in this case, the customer has not only based his choice on the blog, but also on the newsletter (the first interaction) and the search engine (supported interaction). If you do not include the other interactions in your analysis, it is possible that no value is attached to your newsletters and you therefore decide Kako se SEO razlikuje od LSI that they are not relevant for your conversions. But in this example you can see that it is essential during the conversion process.
Multi Channel Funnels
To gain insight into all online interactions aleart news of your customer with your brand/company, you need to set up your Multi Channel Funnel in Google Analytics. By setting up your Multi-channel funnels correctly, Google Analytics gives you insight into:
The first interaction: this is the interaction/channel that starts the conversion process
Supporting interactions: These are the interactions/channels where the customer comes into contact between the first interaction and the last interaction, but which contribute to the final conversion.
