The numbers of mediums from which prospects can click through to your site are nearly endless: banner ads, pay-per-click, organic search. e-mail marketing, social media, and the list goes on. In the days of yore (just a few years ago), only the last click in a sequence received the credit for a purchase or conversion. Today, however, advances in multi-channel analytics allow us to look beyond the last click and identify the true value of each channel on the path to conversion.
A new study by Clearsaleing, as chronicled by David Moth in a new article for eConsultancy, studied the role of each channel in the conversion cycle and found that social media interactions deliver the highest level of revenue per-click at $5.24, followed by paid search ($4.38) and e-mail marketing ($3.18). Clearsaleings study was based on a a cumulative total over more than 56 billion impressions, 2.7 billion clicks and $13 billion in revenue across brands in the retail, travel, healthcare, education and financial services industries.