Google has analyzed about 36,000 Google Analytics accounts (that have enabled ecommerce tracking) to understand the role played by various online channels towards shopping/booking decisions. Also, the study focuses on the correlation between purchase order value and number of days/steps.
The study plots data for 11 industries including travel, retail, finance, health and media. Users can also view the report data for seven countries – US, UK, Japan, Brazil, Germany, France and Canada.
Marketing channels vs Online purchase decision
In the entire purchase path of a customer, marketing channels like email, display ads, paid search ads, social media, and direct visits add various value to the customer at various stages.