If you want even further insight in to your customers and what they do on your site, have a read of Mira’s explanation as to why you should be stalking (in an online/analytics sense) your visitors.
“We see ‘last click attribution’ used a lot in analytics to see how to attribute conversions on a site. While this can give you a high-level and general view of attribution, it doesn’t always tell the whole story.
If a campaign brings in a huge amount of new visitors who don’t buy at first, but come back later via some other channel to do purchases, this campaign shows as a waste of money in the traditional last click model. To get a full picture, you need to see what channels your best customers used when finding your site the very first time. And that’s when Google Analytics’ Attribution modelling and Multi Channel Funnel reports come in handy.
Using this information, I can then tie it back to marketing material – both on and off site – to see what’s working and what isn’t. This then allows me to make recommendations to my clients about how to manage and update their marketing, and any changes I feel could be beneficial on the site, such as layout, to make it easier for a visitor to perform the required actions to convert.”
If you’d like more information on analysing visitor paths, or information on how best to utilise this data to improve your marketing and website for conversions, please get in touch and we’ll be more than happy to try and help you out!