Examples: Channel Attribution data analysis

You can use the data in the Channel Attribution report to adjust your channel strategy.

The following examples show ways to use Channel Attribution data:

Change the message that you are delivering in one or more channels

Channels with a large number in the Sales First/Last Ratio column are good cycle initiators. Ensure that the messages you deliver through these channels focus on introducing new products or initiating new shopping cycles. Channels with a small number in the Sales First/Last Ratio column are good cycle closers. Ensure that the messages you deliver through these channels focus on motivating shoppers to buy. For example, an offer for free shipping is most successful when you deliver it through a channel that is a good closer.

Adjust your channel spending

Add the Unique Visitors metric to the Channel Attribution report and look at the relationship between the number of visitors and total sales. Channels with a low number of visitors and a high sales amount are channels that you might want to invest more money in. Channels with a high number of visitors and low sales amount are channels in which you might be investing too heavily.