5 Steps to Measure Your Omnichannel Performance Using Digital Analytics

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photo credit: Karolina Grabowska




We had an interesting question come up the other day about how many leads does content get versus how many leads does advertising get. It's a great question, but, as analysts, if you were just going to report a number then you would be doing a disservice to the real problems at hand. Here is how I see this:

- The original ask isn't a true business question that an analyst should really try and frame each question she or he is trying to answer

- The question within the question is more important. What I believe is being asked is "how good are these channels and why do we need both if one is better than the other?" - maybe there's a bias towards one or the other, but you have to get to the heart of the matter

The real things to solve for are the following:

1) Do we get leads ATTRIBUTED to content?

2) Is that lead ATTRIBUTED to content at the first touchpoint or in the journey?

3) If someone sees an AD with CONTENT during the journey, do they convert better?

4) What if they don't see an AD and they are left to their own devices to do the journey?

I wrote a blog post around the sequence segment from #googleanalytics last year and this segment will help you answer these questions along with using your SEO and Social Media tools, but the other inherent problem is education.

  • No single channel is ever responsible for your conversion
  • A user begins their journey before they've even gotten to your website (WHY SEO IS VERY IMPORTANT)
  • It is your job to be available, answer the question, and provide a path for the user to get help

This is all to say that a multitouch/omnichannel landscape is the true reality of the situation and as an analyst, it is definitely your job to bridge that deep marketing understanding while providing data to showcase this.

The truth of the original ask can also be this - maybe it's not these two channels that are your best journey experience either, but it is never just one.

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