Evaluate Marketing Channel Performance Across Key Metrics

KPI > Google Analytics > KPI Table > Channel

Summary

The report provides a detailed breakdown of key performance metrics across various marketing channels. This report helps businesses evaluate how each channel contributes to sales, orders, traffic, and user engagement.

Questions the report answers

• Which marketing channels are driving the most sales and orders?
• How do channels compare in terms of traffic, engagement, and conversion rates?

How to read the report

• Each marketing channel's performance is tracked using the following key metrics and year-over-year (YoY) variances to show growth or decline in each metric.
  • Positive YoY Variance (Green): Indicates growth in the channel's performance. Channels with positive YoY variances in key metrics (e.g., Sales Amount, Sessions) are strong performers and can be further optimized.
  • Negative YoY Variance (Red): Suggests a decline in the channel's effectiveness. Channels with negative YoY variances in metrics like Engagement Rate or AOV might indicate areas for immediate attention and improvement.
• Look for patterns in performance across metrics like:
  • High AOV: Indicates customers are spending more per purchase on certain channels.
  • Increased Sessions with low engagement: Suggests traffic is not converting effectively.
  • Declining Orders despite traffic growth: Indicates potential issues in conversion strategies.

Glossary

Average Order Value (AOV)

The average amount a customer spends per order. It is calculated by dividing the total sales amount by the number of orders.

Number of Orders

Total count of orders placed by customers. It is calculated by counting the number of orders.

Sales Amount

Total revenue generated from the sales. It is calculated by summing sales amount values.

Sessions (Google Analytics)

The total number of sessions recorded in Google Analytics.

Engagement Rate

The percentage of sessions that resulted in meaningful user interactions on the website, as defined by Google Analytics. It is calculated by dividing the number of engaged sessions by the total number of sessions.

Engaged Sessions

The total number of sessions where users interacted meaningfully with the website, as tracked by Google Analytics. It is calculated by summing the number of engaged sessions.