Cross-tab marketing analysis with using Unique Visitor metric

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16-06-2021

hi.

 

While I am working on marketing channel analysis, I read about cross-tab marketing analysis.

zoe_kim_0-1623905663964.png


Is it the proper way to use Cross-tab marketing analysis with using Unique Visitor instead of Order?
If it is, what would be the correct interpretation for the data?

 

Example: Column: Last touch channel // Row: First touch channel, Metric: Unique Visitor

 

First touch channel = Paid search & Last touch channel = Email >> 5 

- The number of visitors who visited our site via 'Paid search' on his first visit and came back to the site via 'Email' on his last visit is 5.

 

Is it correct? 

 

Thanks, 

 

 

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17-06-2021

Hi there,

 

Mostly, cross tab analysis is done with Orders/Revenue as success metrics are only credited to the last touch channel that was present for that customer before conversion. If you use Visitors/Visits metrics then there could be instances where a visitor would be credited to more than one last touch channel(For instance - A visitor came in via Email and then a few days later returned to the website via Paid Search).

 

PS - Your interpretation in case of Unique Visitors is correct.

 

 

zoe_kim

Thank you!

 

Could you explain more about <If you use Visitors/Visits metrics then there could be instances where a visitor would be credited to more than one last touch channel(For instance - A visitor came in via Email and then a few days later returned to the website via Paid Search).> this case? 

 

Normally, in that case, if A visitor made a conversion when he came in via 'Paid Search', Email will get all the credits as the last touch channel, right? 

But if I use Unique Visitor metrics, could both Email and Paid Search get credit as the last touch channel?

 

 

 
ss29

That is absolutely correct. Lets take an example as below -

 

Visitor visits the site via Email.

Visit 1 - Email >> left the session

 

Same visitor comes back again via Paid Search.

Visit 2 - Paid Search >> Conversion happened.

 

If you take Orders as a success metric, the last touch channel would be "Paid Search". However, for Visitors there are two last touch channel i.e. Email(in Visit 1) and Paid Search(in Visit 2).

 

Hope this helps!