New Google Analytics Path To Purchase Report Provides Benchmark Data On 11 Different Industries

google-analytics-square-logoGoogle is introducing “The Customer Journey to Online Purchase” analytics report today, a new benchmarking tool that provides insight into the various elements impacting a single campaign. Leveraging data from 36,000 of their largest advertisers across 11 different industries in seven countries, Google’s new interactive analytics tool offers advertisers a broad view of online buying behaviors and interactions.

Using information from Ecommerce and Multi-Channel Funnels, the benchmark data illustrates how buyers move toward a purchase and the length of time it takes to make an online buying decision.


According to Google’s announcement, the benchmark report identifies how the purchase path differs between industries, citing that automotive display ad clicks tend to occur closer to the buying decision, while most online buyers click on display ads early in the purchase path.  Google also claims that because of paid search’s assist-to-last interaction ratio, paid search is valuable in both the early and later stages of the buying cycle.

Other key insights from the benchmark data include the correlation between the time it takes to make a purchase and the value of the purchase. While most online purchases happen in a single day or with a single interaction, patterns show that high value purchases are usually associated with longer purchasing paths. Using an example from the tech industry, Google notes tech purchases that take 28 days are, on average, three times the cost of tech purchases that happen with a single interaction.

Google encourages analytics users to compare their data with relevant industry benchmark data to determine how different channels influence conversions and to see what their industry’s average path to purchase looks like.

Related Topics: Analytics | Channel: Analytics | Google: Analytics | Top News


About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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  • Chris B at HostBaby

    Hi, where will this data be located in Analytics?

  • Amy Gesenhues

    Chris, Right now the tool is accessible on the Google Think Insights
    blog at

    Scroll down to the box with the headline, “Channels play different
    roles in the customer journey” and you can select which industry data
    you want to view.

  • Mark @ Make Them Click

    More deliberate spin from Google. Either that or they are showing yet again that they are hopeless at simple maths.

    Their own graph clearly shows that most purchases happen within one day 57%. Yet Google spins it to say 47% happen in more than one day. Sorry but 57 from 100 = 43%. That is, the bulk of purchases happen within one day.

    It then goes on to say that 65% of purchases require more than one step. Again it’s own graph shows that 40% of purchases happen in just one step. IE 40 from 100 = 60 not 65.

    Maybe these are minor differences but I detest the way Google always spins its data for its own self serving ends.

    When I look at these graphs they clearly show that the bulk of purchases happen within one day and with very few steps.

    I know many in the online ad industry are desperate to prove multi point attribution over long periods of time but Google’s own data just doesn’t support it. Trying to spin it to say it does smacks of the behavior we get from politicians.

  • Feliphe

    Mark, the gaph doesn’t say that “47% happen in more than one day”, but that “47% of REVENUE comes from journeys that happen in more than one day”. The same with steps.

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