With all the different types of online marketing campaigns and areas of overlap, how can marketers know for sure which channel is generating returns?

Using tools available in Google Analytics in the Multi-Channel Funnels feature, Relevance analyzed more than 23 million multiple-interaction conversions across 30 domains, which include large retailers and service providers


The year-long study of online conversion habits produced the following takeaways:

  • Organic Search was undervalued by as much as 77.25%

  • Paid Advertising and Referrals were also undervalued in most cases.

  • Direct Visits were overvalued by as much as 81.59%

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