If you are a webmaster, then you are likely to have faced a wide range of issues related to Google Analytics such as wrong tracking code, perform data analysis without custom reports etc. Some of the most common mistakes which most webmasters make is to credit conversions as well as e-commerce transactions to the incorrect acquisition channel time and again. Most website owners usually give the credit of their conversions to the last campaign or search. This had led many to take wrong decisions and incur losses, click here to know how to get things right.
However, one interesting thing to note is that all incorrectly tagged or un-tagged marketing campaigns might be regraded as direct traffic by Google. In case a referrer isn’t mentioned, this traffic will be treated as direct traffic. One thing which you should know is that visitors come across different marketing channels such as social media and referral websites before they visit your site to buy something.
Therefore, if you are not aware of role which these channels play, you will end up making e-commerce transactions and credit conversions to incorrect acquisition channels. Despite changes in Google algorithms, organic search still plays a major role in driving traffic to a website, thereby helping these e-commerce transactions and conversions to take place. Most people start their search with a generic word, which they fine tune while making search queries to get a clear understanding of what they want. Websites or brand names which are easier to recall among branded search terms usually help a site acquire most of its transactions and conversions.
Web analytic reports are therefore not infallible. You need to find ways to remove all incorrect tags of your campaign’s URLs. The Google Analytics URL Builder can come in handy in this case. It is not always necessary that a visitor will visit your website directly before buying something. They don’t click on paid search ads prior to buying either. Therefore, you need to understand the role played by social media, organic search and emails prior to conversions.
You can make use of Multi Channel Reports before rejecting any marketing channel as useless or over invest in a specific channel. You need to have a clear understanding of how different acquisition channels work in perfect tandem to create transactions and conversions. You will also need to understand as to when to change your budget from an acquisition channel, as well as its impact on other channels.
Attribution modeling is something which you will gradually need to adopt to. Referrals, social media , organic search as well as paid search are all different types of acquisition channels. They are called marketing channels in multi channel funnel reports. These reports will help you find out how marketing channels work together to create conversions, time difference between the visitor’s initial interest and purchase, role played by searches and ads in the conversion as well as attribute conversions to a marketing channel.
Conversions in multi channel funnel reports are generally used to denote the sum of total number of e-commerce transactions and total number of conversions. You need to be very careful while monitoring goal conversions. One common mistake which most people make is to track home page visits and product category page visits as conversion. Your main aim should be to monitor only those goals which are good for your clients and organization. Unimportant goals may have an adverse impact on your conversion rate and information in multi channel funnel reports. Once you start using attribution modeling to understand the buying behavior of your clients, you will be able to decide the most efficient marketing channels for investing.