Marketing Channels: Key performance indicators
Focus on the following key performance indicators when you analyze data in the Marketing Channels report.
- Buyer / Visitor
- The percentage of visitors who became buyers that navigated through a specific marketing channel during the reporting time period. The metric shows which channels are most effective at converting visitors into buyers.
- Buying Session / Sessions
- The percentage of all sessions that became sessions when an order that navigated through a specific marketing channel during the reporting time period was placed. The metrics provide a session-based rather than a visitor-based conversion rate, to measure session conversion effectiveness by channel.
- Clicks
- Number of clicks that are generated from sessions that arrive from each marketing channel during the reporting time period.
- Bounce Rate
- The percentage of sessions that were single-page sessions that can be attributed to this marketing channel during the report period. A high percentage shows that visitors are bouncing off their arrival page without visiting another page on your website. This metric can be used to determine the extent to which marketing campaigns are bringing qualified visitors to your website.
- Sales
- The value of the sales that are generated from buyers that navigated through a marketing channel during the reporting time period and completed a purchase on your website.
- Orders
- The number of orders that are generated from buyers that navigated through a marketing channel during this reporting time period and completed a purchase on your website.
- Average Order Value
- The average order value for sessions that navigated through a specific marketing channel and placed an order. The metric is an indicator of spending behavior and can be used to monitor the ability of a a website to encourage users to purchase items of a higher value.
- Unique Visitors
- The number of distinct visitors during the reporting time period that can be attributed to this marketing channel.
- New Visitor %
- The percentage of first time visitors that can be attributed to this marketing channel during the report period. Use this metric to monitor targets for acquisition and retention of visitors.
- Average Session Length
- The average session length that can be attributed to this marketing channel during the report period. The metric can be used to determine the stickiness of a website and the level of engagement.
- Page Views / Session
- The average number of pages viewed in a visitor's session that can be attributed to this marketing channel during the reporting time period. The metric can be used to determine the stickiness of a website and the level of engagement.
Metrics in the Marketing Channels report can either be Same Session or have attribution logic applied to them. Same Session metrics attribute all user activity to the referral source that initiates each session or visit. Attribution Windows use visitor profiles to search across multiple sessions or visits and reassign credit according to the selected attribution window rules. If users ultimately convert from Direct Load, attribution windows can help to determine the effectiveness of the points where users access the paid campaign that lead to a conversion.
An Attribution Window is composed of the following:
- Sequence
- Latency
- Credit