Attribution: reports on customer conversion paths

Among attribution reports in Smart Data, you can get reports on customer conversion paths.

These reports help you analyze the sequences of interactions your customers go through before making a purchase and get a clear look at your sales cycle by analyzing customers' path length before the transaction.

Reports on interaction sequences

These reports show you the sequences that lead to conversion, as well as the number of conversions, customers, and the revenue in each path.

Interactions sequences illustrate how the channels and the funnel steps interact throughout the conversion path. This will help you to single out the peculiarities and patterns in your customers' behavior, which will, in turn, help you build effective marketing strategies across the channels.

Smart Data questions examples:

Show the sequence of <sources and mediums> by the <number of transactions> in the attribution model <model name> the last X days?

attribution_sequences_1.png

Show the sequence of <funnel steps> by the <number of transactions> in the attribution model <model name> the last X days?

Attribution_sequences_2.png

In these questions you can use the following <metrics> и <dimensions>:

Metrics

  • number of transactions
  • transactions share
  • revenue
  • revenue share
  • number of customers
  • customers share

Dimensions

  • funnel step
  • campaign
  • medium
  • source and medium

Reports on the conversion path length

These reports show how the conversion path length affects the received value expressed in transactions, revenue, or customers. This will let you evaluate your typical sales cycle.

Smart Data questions examples:

How are <number of transactions> distributed to <number of sessions> in the attribution model <model name> before the purchase the last X days?

Attribution_sequences_3.png

How <revenue share> distributed to <number of funnel steps> in the attribution model <model name> before the purchase the last X days?

Attribution_sequences_4.png

In these questions you can use the following <metrics> и <dimensions>:

Metrics

  • number of transactions
  • transactions share
  • revenue
  • revenue share
  • number of customers
  • customers share

Dimensions 

  • number of days
  • number of sessions
  • number of actions
  • number of funnel steps
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