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Here are some of the sections present within the reports on multi-channel funnels:

in the Main conversion paths section it is possible to graphically view the paths that generated the highest number of conversions: it is also possible to choose the primary dimensions of the paths, such as source / medium, source only, or only medium;

the Time to conversion section shows how many days have elapsed between the first user interaction with the site and the last, which generated the conversion, in order to measure the length of the sales cycle;

the Path length section, on the other hand, contains data about the number of times the user returns to the site before making a conversion, and the number of interactions with a specific channel contained in the path.The Attribution section allows you to compare up to three conversion attribution models. There are four attribution models in Google Analytics:

last interaction / last click is the standard attribution model, which attributes all the conversion value to the last channel in the user’s path before conversion;first interaction / first click is the opposite model to the previous one, which attributes all the conversion value to the first channel of the path that generated the conversion;

linear is a model that attributes equal value to each channel along the conversion path;time decay is a model that attributes lower returns to channels further away, in terms of time, from conversion;

position based is a model that by default attributes 40% of the conversion value to the channels relating to the first and last user interaction, and the remaining 20% ​​is divided between the channels positioned in the middle of the path.

You can also create your own attribution models.Google Tag ManagerIf you work with Google Analytics and Google AdWords you will have heard of this tool, but if you don’t know what we are talking about, keep reading to find out more, this tool can simplify some operations.

Google Tag Manager is a tag management system that allows you to tags and code snippets, such as those intended for traffic analysis or marketing optimization, on your website or app. for mobile devices. You may be wondering what a tag management system is.

Let’s see it with an example: you are or are part of an organization that manages several websites and therefore you know that there are also several Marketing Tags that are created by Marketing Tools (Facebook Ads, Analytics, Adwords, etc.).

To implement these Tags you should insert them one by one within the pages of the website, certainly involving other departments (IT, Development, etc.). This will certainly lead to problems related to release times, incorrect tag insertions, status of implemented tags, and so on. In short, a big problem.

With a Tag Management System, however, the development department will have to insert a single code snippet, making life easier for them and making you more aware of the project.

How Google Tag Manager worksTag Manager for the web works through its own container tag that you place on all pages of your website.For mobile devices, Tag Manager is distributed with the Firebase SDK, with support for Android and iOS.

The container replaces all other hand-coded tags on your site or app. Once the Tag Manager container tag has been added to your site or app, the other tags are updated, added, and managed directly from the Tag Manager web application.

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