A key point is to know whether we are working with investments that have an impact on our botto
m line from two or more traffic acquisition channels. SEM + Affiliates, SEM + Email,…
But, if you really want to base your decisions on numbers, I advise you to access the Google Analytics report: Conversions > Multi-channel Funnels > Interaction Paths:
Out of a total of 19,722 conversions, 50% of them require more than one click. Therefore, it is likely that if we are working with a variety of traffic acquisition channels, the user has browsed through those same channels. So, it would be interesting to take a serious look at the subject of attribution models.
But, without diminishing what we have already said, we shouldn’t lose sight of the fact that, although 50% of conversions needed more than one click for conversion, the other 50% only did need one click for conversion. Therefore, not only do we have to analyze our attribution models, but we also have to analyze our CRO so that these one-click conversions improve our success rate month after month.
A basic example in order to see how my conversions are distributed over different channels is to access our Google Analytics and review the report: Conversions > Attribution > Model Comparison Tool:
Let’s do a comparison of an attribution model based on assigning the sale to the last click as opposed to a lineal one. For example, if we distribute the bulk of conversions equally between all participating channels, we see how the e-commerce channel would have 13% less conversions and payment traffic would have 12.92% more of them. Isn’t it great to have a 12% increase in conversions by merely changing a button? 🙂