Channel affinity

The “Channel affinity” report can be accessed by clicking the “Attribution” > “Channel affinity” tab:

This report shows you the affinities between customer journey channels: it highlights the pairs of channels that generate the most sales when they are in the same customer journey.

This report is divided into three parts:

1) – Four key metrics in the report header

• “Best affinity: turnover“: pair of channels generating the highest turnover.

• “Worst affinity: turnover“: pair of channels generating the lowest turnover.

2) – A Table presenting in detail the Top 5 pairs of channels

... that generate the highest turnover (1), and the 5 pairs of channels that generate the lowest turnover (2). The “click” and “impression” icons tell you what type of touchpoint is included in the analysis.

You can click the “Metrics” (3) dropdown menu to display three other metrics:

• “Turnover share“: share of turnover generated by a pair of channels.

• “Conversions“: number of conversions generated by a pair of channels.

• “Conversion share“: share of conversions generated by a pair of channels.

3) – A Matrix

... showing the details of the pairs of channels having strong affinities (in green) and those having few or no affinities at all (in red). By default the matrix displays the “Turnover” metric and focuses on the synergies between paid levers.

You can click the “Turnover” (1) dropdown menu to display three other metrics:

• “Turnover share“: share of turnover generated by a pair of channels

• “Conversions“: number of conversions generated by a pair of channels

• “Conversion share“: share of conversions generated by a pair of channels

Click the “paid channels” dropdown menu (2) to display other categories of channels in the matrix:

• “All channels“: affinities between natural and paid channels

How to interpret the “Channel affinity” report?

The “Channel affinity” report helps you understand synergies between the channels of your customer journeys. This report can help you optimize the messages of your campaigns and optimize your media investments.

In the example below, we see that the paid channels having the strongest affinity are SEM and affiliation, as they generate 4.55% of the turnover. By cutting or reducing budgets on one of the two channels, you may therefore adversely affect the performance of the other channel and your total turnover.

If there are budget restrictions, you therefore tend to concentrate your budget on channels having strong affinities and implement consistent communication between the channels that jointly generate a higher number of conversions.