{"id":1291,"date":"2017-08-04T05:29:21","date_gmt":"2017-08-04T03:29:21","guid":{"rendered":"http:\/\/profesionalhosting.com\/blog\/?p=1291"},"modified":"2024-02-02T11:33:41","modified_gmt":"2024-02-02T10:33:41","slug":"google-analytics-embudos-multicanal","status":"publish","type":"post","link":"https:\/\/www.profesionalhosting.com\/blog\/noticias\/google-analytics-embudos-multicanal\/","title":{"rendered":"Google Analytics Embudos multicanal"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 ez-toc-wrap-left-text counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Tabla de contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Alternar tabla de contenidos\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.profesionalhosting.com\/blog\/noticias\/google-analytics-embudos-multicanal\/#Vision_general_en_embudos_multicanal\" >Visi\u00f3n general en embudos multicanal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.profesionalhosting.com\/blog\/noticias\/google-analytics-embudos-multicanal\/#Conversiones_asistidas\" >Conversiones asistidas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.profesionalhosting.com\/blog\/noticias\/google-analytics-embudos-multicanal\/#Rutas_de_conversion_principales\" >Rutas de conversi\u00f3n principales<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.profesionalhosting.com\/blog\/noticias\/google-analytics-embudos-multicanal\/#Lapso_de_tiempo\" >Lapso de tiempo<\/a><\/li><\/ul><\/nav><\/div>\n<p>&nbsp;<\/p>\n<p>Entramos ahora en una parte ahora un poco m\u00e1s complicada por las conclusiones que deber\u00edamos sacar de toda la informaci\u00f3n que nos ofrece la pesta\u00f1a de embudos multicanal.<\/p>\n<p>Recordaros como siempre que si quer\u00e9is repasar las otras pesta\u00f1as del panel de Google analytics pod\u00e9is hacerlo en los siguientes links de anteriores entradas.<\/p>\n<p><em><strong>1\u00aa \u00a0parte<\/strong><\/em> \u00a0<a href=\"http:\/\/profesionalhosting.com\/blog\/uncategorized\/google-analytics-panel-de-control\/\" target=\"_blank\" rel=\"nofollow\"><strong>Google Analytics. Panel de control<\/strong><\/a><br \/>\n<em><strong>2\u00aa\u00a0 parte<\/strong><\/em> \u00a0<a href=\"http:\/\/profesionalhosting.com\/blog\/uncategorized\/google-analytics-panel-de-control\/\" target=\"_blank\" rel=\"nofollow\"><strong>Google Analytics. Panel de control<\/strong><\/a><br \/>\n<em><strong>3\u00aa\u00a0 parte \u00a0<\/strong><\/em><a href=\"http:\/\/profesionalhosting.com\/blog\/uncategorized\/google-analytics-adquisicion-y-origen-de-las-visitas\/\" target=\"_blank\" rel=\"nofollow\"><strong>Adquisici\u00f3n y origen de las visitas<\/strong><\/a><br \/>\n<em><strong>4\u00aa\u00a0 parte\u00a0 <\/strong><\/em><a href=\"http:\/\/profesionalhosting.com\/blog\/uncategorized\/google-analytics-comportamiento-del-usuario\/\" target=\"_blank\" rel=\"nofollow\"><strong>Comportamiento del Usuario<\/strong><\/a><br \/>\n<em><strong>5\u00aa\u00a0 parte\u00a0 <\/strong><\/em><a href=\"http:\/\/profesionalhosting.com\/blog\/uncategorized\/google-analytics-objetivos-de-conversiones\/\" target=\"_blank\" rel=\"nofollow\"><strong>Objetivos de Conversiones<\/strong><\/a><br \/>\n<em><strong>6\u00aa\u00a0 parte\u00a0 <\/strong><\/em><a href=\"http:\/\/profesionalhosting.com\/blog\/uncategorized\/google-analytics-conversiones-en-comercio-electronico\/\" target=\"_blank\" rel=\"nofollow\"><strong>Conversiones en Comercio Electr\u00f3nico<\/strong><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-1285 aligncenter\" src=\"http:\/\/profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-1.jpg\" alt=\"embudos-multicanal-1\" width=\"948\" height=\"742\" srcset=\"https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-1.jpg 948w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-1-300x235.jpg 300w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-1-768x601.jpg 768w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-1-696x545.jpg 696w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-1-537x420.jpg 537w\" sizes=\"(max-width: 948px) 100vw, 948px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Vision_general_en_embudos_multicanal\"><\/span><strong>Visi\u00f3n general en embudos multicanal<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Repasando la visi\u00f3n general de embudos multicanal tenemos la gr\u00e1fica de las conversiones diarias del mes de julio, en la que se produjeron 5.007\u00a0 y 3.828 asistidas.<\/p>\n<p>&nbsp;<\/p>\n<p>De las cuales el 75,34% se han producido de usuarios directos, es decir, que han ido directamente a nuestra p\u00e1gina.<\/p>\n<p>El 38,84% han llegado despu\u00e9s de realizar una b\u00fasqueda en Google.<\/p>\n<p>El 29% desde alg\u00fan anuncio de Adwords y el 10,67% llegaron desde una red social como Facebook e Instagram.<\/p>\n<p>Estos ser\u00eda una explicaci\u00f3n de forma sencilla, pero no siempre es as\u00ed de simple el camino por el que el usuario llega a tu comercio electr\u00f3nico y produce una conversi\u00f3n.<\/p>\n<p>Quiero decir que alguien puede llegar desde una b\u00fasqueda org\u00e1nica y directa, navega por nuestra web y como nosotros hacemos retargeting con Facebook, le captamos la sesi\u00f3n y lo adjuntamos a una base de datos de un p\u00fablico concreto.<\/p>\n<p>Despu\u00e9s le mostramos un anuncio en el time line de Facebook y vuelve a visitarnos para, con suerte si est\u00e1 realmente interesado, comprar.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1286\" src=\"http:\/\/profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-2.jpg\" alt=\"embudos-multicanal-2\" width=\"948\" height=\"406\" srcset=\"https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-2.jpg 948w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-2-300x128.jpg 300w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-2-768x329.jpg 768w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-2-696x298.jpg 696w\" sizes=\"(max-width: 948px) 100vw, 948px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>La representaci\u00f3n gr\u00e1fica de todo este aporte a la venta por parte de todos los canales que participan en la consecuci\u00f3n del objetivo, la venta, la vemos en forma de c\u00edrculos que se superponen indicando el porcentaje aproximado.<\/p>\n<p>Si pas\u00e1is el rat\u00f3n por encima de la gr\u00e1fica os ense\u00f1ar\u00e1 dichos porcentajes, y os har\u00e9is una idea de los canales que han sido necesarios y han aportado a la venta o consecuci\u00f3n de la conversi\u00f3n.<\/p>\n<p>En la imagen que os muestro veis como en 8 de las conversiones de ese mes han participado varios canales, la b\u00fasqueda org\u00e1nica, la de pago y las redes sociales.<\/p>\n<p><strong>En Marketing Online usualmente con una sola t\u00e9cnica no se consiguen demasiados resultados, es la uni\u00f3n de varias t\u00e9cnicas y\/o t\u00e1cticas las que mejoran mucho tu ROI<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conversiones_asistidas\"><\/span><strong>Conversiones asistidas<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Anteriormente se llamaron conversiones por contribuci\u00f3n y seguramente en un futuro no lejano Google le cambiar\u00e1 el nombre, pero siempre es lo mismo.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1287\" src=\"http:\/\/profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-3.jpg\" alt=\"embudos-multicanal-3\" width=\"948\" height=\"648\" srcset=\"https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-3.jpg 948w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-3-300x205.jpg 300w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-3-768x525.jpg 768w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-3-218x150.jpg 218w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-3-696x476.jpg 696w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-3-614x420.jpg 614w\" sizes=\"(max-width: 948px) 100vw, 948px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Bien, esta pantalla nos dice que ha habido 3.828 con conversi\u00f3n asistida, y de los distintos canales que han participado los datos referentes a cada uno de ellos.<\/p>\n<p>Para saber m\u00e1s basta con hacer doble clic en la etiqueta de color de los distintos canales, por ejemplo, al clicar en Red Social me devuelve que la mayor\u00eda de las conversiones son de Facebook y concr\u00e9tamente de la versi\u00f3n de escritorio.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1288\" src=\"http:\/\/profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-4.jpg\" alt=\"embudos-multicanal-4\" width=\"948\" height=\"576\" srcset=\"https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-4.jpg 948w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-4-300x182.jpg 300w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-4-768x467.jpg 768w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-4-696x423.jpg 696w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-4-691x420.jpg 691w\" sizes=\"(max-width: 948px) 100vw, 948px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Interesante informaci\u00f3n verdad, viendo este informe tomaremos la decisi\u00f3n de apostar por una red social u otra, en funci\u00f3n del resultado obtenido Vs la inversi\u00f3n en la red.<\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Rutas_de_conversion_principales\"><\/span><strong>Rutas de conversi\u00f3n principales<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>En la pesta\u00f1a de rutas vemos el camino de las conversiones, en la l\u00ednea n\u00famero siete del informe vemos 101 conversiones por valor de 5.421,49\u20ac que han llegado desde Adwords.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1289\" src=\"http:\/\/profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-5.jpg\" alt=\"embudos-multicanal-5\" width=\"948\" height=\"755\" srcset=\"https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-5.jpg 948w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-5-300x239.jpg 300w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-5-768x612.jpg 768w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-5-696x554.jpg 696w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-5-527x420.jpg 527w\" sizes=\"(max-width: 948px) 100vw, 948px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>En la diapositiva de abajo os ense\u00f1o la l\u00ednea n\u00famero 30 en donde se aprecia que en 26 de las sesiones que produjeron una conversi\u00f3n, nos buscaron directamente 15 veces, luego pasaron a visitar una Red social (Facebook en este caso) y volvieron a introducir nuestra URL en Google directamente 84 veces antes de comprarnos.<\/p>\n<p>En la l\u00ednea 22, un total de 41 conversiones hicieron una b\u00fasqueda org\u00e1nica y clicaron en un anuncio de Adwords de los 3 primeros puestos.<\/p>\n<p><strong>Volvemos a ver la importancia de trabajar el SEO y SEM de una forma conjunta, y la importancia de una red social trabajada<\/strong>, a pesar de que no se venda directamente desde ella contribuye a generar ventas o conversiones.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1290\" src=\"http:\/\/profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-6.jpg\" alt=\"embudos-multicanal-6\" width=\"948\" height=\"415\" srcset=\"https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-6.jpg 948w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-6-300x131.jpg 300w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-6-768x336.jpg 768w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-6-696x305.jpg 696w\" sizes=\"(max-width: 948px) 100vw, 948px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lapso_de_tiempo\"><\/span><strong>Lapso de tiempo<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u00bfCu\u00e1nto tarda el usuario en realizar la compra o conversi\u00f3n?<\/p>\n<p>Ya lo vimos anteriormente en otros informes b\u00e1sicos, Analytics nos muestra la misma informaci\u00f3n con diferentes niveles de profundidad, a la que accedemos desde m\u00faltiples lugares.<\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1283\" src=\"http:\/\/profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-7.jpg\" alt=\"embudos-multicanal-7\" width=\"948\" height=\"572\" srcset=\"https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-7.jpg 948w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-7-300x181.jpg 300w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-7-768x463.jpg 768w, https:\/\/www.profesionalhosting.com\/blog\/wp-content\/uploads\/2017\/08\/embudos-multicanal-7-696x420.jpg 696w\" sizes=\"(max-width: 948px) 100vw, 948px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Destacamos que 1.778 conversiones, el 35% del total del periodo seleccionado llegaron y en el mismo d\u00eda compraron.<\/p>\n<p>Luego se reparte bastante homog\u00e9neamente y finalmente el mayor n\u00famero de conversiones (2.423) que aportaron 129.290,05\u20ac (el 50% de las ventas) tard\u00f3 entre 12 y 30 d\u00edas desde que nos visit\u00f3 por primera vez hasta que compr\u00f3.<\/p>\n<p>En este 50% es donde nos jugamos el negocio, seguramente si no estuvi\u00e9ramos haciendo regularmente campa\u00f1as, record\u00e1ndole a trav\u00e9s de redes sociales, creando cupones que les hacemos llegar por email marketing, etc, es m\u00e1s que probable que no nos comprar\u00eda.<\/p>\n<p><strong>Si no est\u00e1s en relaci\u00f3n directa con el usuario, podr\u00e1 necesitar tu producto, pero se lo comprar\u00e1 a la competencia.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; Entramos ahora en una parte ahora un poco m\u00e1s complicada por las conclusiones que deber\u00edamos sacar de toda la informaci\u00f3n que [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":1284,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"image","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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