Compared to email (2.82%) and social media (1.55%), search (31.43%) is easily the primary driver of direct e-commerce traffic, according to the latest quarterly report from Monetate covering Q1 activity. That’s the way it has been for some time now, and probably will be for the foreseeable future, at least when considering that the share of e-commerce traffic coming from both social and email decreased in Q1 compared to a year earlier. But the researchers make a valid point that is bolstered by other recent studies: these findings are based on a last-touch attribution model, which typically undervalues social’s role significantly.
That point was made recently by Aggregate Knowledge, but it isn’t the first to make it. Adobe put forward the same argument earlier this month, and last year. Google gives the argument some steam withsome hard data: according to a review of US Google Analytics accounts with e-commerce tracking enabled, Google found that after display clicks, social media is the channel most often used in the earlier part of the online path to purchase (as an “assist”), rather than as a “last interaction.” The next channel most heavily used in the earlier part of the purchase journey? Email. Meanwhile, direct and organic search show up as the channels most active as last interactions. Read the rest at MarketingCharts.