Ashley Friedlein has shared the below data from the last few months from Google Analytics using their Assisted Conversions report within Multi-Channel Funnels:
Ashley Friedlein's initial observations are that:
- It is surprising perhaps that email is the "most assist-y" channel? Are we all still thinking about email too much as a direct/sales-driver channel?
- Social media, not surprisingly, has a very high appearance as a channel that assists in many conversions but is more rarely the last click.
- Organic search drives a lot of value and conversions but, perhaps surprisingly, looks for us to be more of a 'last click' channel. People search, we rank, they click, they buy (or not). That's the journey.
- "Direct" as a medium has grown a lot for us in the last year. Unfortunately 'direct' is shrouded in some mystery now but is mostly made up of social referrals with no obvious referrer and, of late, a large chunk of encrypted Google natural search referrals.