In search engine marketing, the more you can learn about the purchasing behaviors of your clients, the better your online marketing efforts will become. Many businesses attempt to increase brand awareness through cross-channel marketing. However, efforts succeed only when professionals understand how many clicks are associated with a conversion and the amount of time it takes for leads to convert. Without this basic knowledge, marketers don't know if it's worth digging deeper into expanding digital marketing campaigns.
Marketers can find these two metrics in both Google Analytics and Google AdWords. In Analytics, the information is found in "Standard Reporting>Conversions>Multi-Channel Funnels." In AdWords, lag and path length can be found in "Tools & Analysis>Conversions>Search Funnels."
In a recent example published by Search Engine Land, 89 percent of all conversions occur within the same day of the first impression, and 94 percent of all conversions occur within the same week. Data of this nature is essential for marketers because it puts a timeframe on how long they have to appeal to prospective buyers. While the average amount of time it takes a buyer to convert is important to know, it's only a preliminary step in the sales cycle. Marketers need use the information from AdWords and Analytics to evaluate how additional marketing support can increase conversion rates.