Multi-channel Funnel Reports (MCF) are a popular way to measure the effectiveness of marketing campaigns. They provide an overview of the path customers take to complete a purchase, and how each channel contributes to the overall success of the campaign. One of the key components of MCF reports is the concept of default conversions. In this article, we will discuss what default conversions are and how they are credited in MCF reports.
What are Default Conversions?
Default conversions are conversions that are attributed to the last non-direct click in the customer’s journey. For example, if a customer clicks on a link in an email, then visits the website directly, and then makes a purchase, the purchase is credited to the email campaign. This is because the customer’s last non-direct click before making the purchase was the link in the email.
Default conversions are important for MCF reports because they provide an accurate picture of how each channel contributes to the overall success of the campaign. Without default conversions, it would be difficult to know which channels are most effective in driving conversions.
How are Default Conversions Credited?
Default conversions are credited in MCF reports by assigning them to the last non-direct click in the customer’s journey. This means that if a customer clicks on a link in an email, then visits the website directly, and then makes a purchase, the purchase is attributed to the email campaign.
The credit for default conversions is based on the “last click” rule. This means that the last non-direct click before a conversion is attributed the credit for the conversion. This ensures that each channel is given credit for its contribution to the overall success of the campaign.
Default conversions are an important part of MCF reports, as they provide an accurate picture of how each channel contributes to the overall success of the campaign. By assigning default conversions to the last non-direct click before a conversion, it is possible to accurately measure the effectiveness of each channel. This makes it easier to identify which channels are most effective in driving conversions and optimize campaigns accordingly.