You can use the data in the Channel Venn report to help you determine which channels to use for your next campaign.

The Channel Venn report considers all visitors who came to your site during the report date range. A visitor is counted for each channel that a visitor used to begin a session during the date range or lookback window. When circles overlap, a visitor is counted once for the overlapping region if the visitor belongs to all the overlapping circles. The visitor is counted once for the report totals even if the visitor belongs to multiple circles.

The following examples show ways to use Channel Venn data:

• To maximize the return on your investment, deliver your message through channel combinations with high numbers in the Sales/Visitor column.
• Consider the number in the Visitors column. The channel combination with the highest Sales/Visitor number might not be your best channel if the number of visitors is small.
• The Buyers and Sales/Buyer metrics might provide valuable insights. You can use the Report Options link to add those metrics to the report.
• Create multiple Channel Venn views so you can compare different combinations of channels to make sure that you are focusing on the most lucrative. If two-channel combinations have similar metric values, use the channel combination with the fewest channels to minimize contact fatigue.

Key performance indicators for the Channel Venn report

The metrics on the Channel Venn report provide data about sales and visitors for each combination of the base marketing channels.

If you are in the Financial Services, Travel, or Content verticals, replace Sales in the KPI name with the appropriate value for your vertical.

The Channel Venn report provides the following metrics in the default view.

Visitors

The number of unique registered visitors (or unique cookie IDs in the absence of a registration ID) that came to your site through the channel or channel combination.

Online: Sales

The total value of purchases that were made during the report date range by visitors who came to your site through the channel or channel combination.

Sales/Visitor

The average value of purchases that were made during the report date range by visitors who came to your site through the channel or channel combination per unique ID combination that came to your site through the channel or channel combination. The Sales value divided by the Visitor's value.

Sales/Visitor Lift Over A

The increase or decrease in sales per visitor associated with the channel combination compared to channel A alone. The value is expressed as a percentage change from the sales per visitor from channel A.

Sales/Visitor Lift Over B

The increase or decrease in sales per visitor that is associated with the channel combination compared to channel B alone. The value is expressed as a percentage change from the sales per visitor from channel B.

Sales/Visitor Lift Over C

The increase or decrease in sales per visitor that is associated with the channel combination compared to channel C alone. The value is expressed as a percentage change from the sales per visitor from channel C. If there are only two circles in the Venn diagram, there are no values for this metric.

Additionally, if you edit Channel Venn reports, you can add these metrics:

Buyers Event Points

The total number of event points. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.

Event Points / Visitor

The average number of event points per visitor: Event Points divided by Unique Visitors. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.

Event Points / Visitor Lift Over A / Visitor Lift Over B / Visitor Lift Over C

Events / Visitor Lift Over A / Visitor Lift Over B / Visitor Lift Over C

Events Completed

The number of conversion events completed. A count of the collected Conversion Event tags where type = 2. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.

Events Completed / Visitor Online: Orders

The total number of orders placed in online channels. A count of the Order tag.

Orders / Buyer / Buyer Lift Over A / Buyer Lift Over B / Buyer Lift Over C

Orders / Visitor

The average number of orders per visitor: Orders divided by Unique Visitors.

Orders / Visitor Lift Over A / Visitor Lift Over B / Visitor Lift Over C

Sales / Buyer / Buyer Lift Over A / Buyer Lift Over B / Buyer Lift Over C