...
Being able to evaluate customer journeys is vital for effective online marketing, because it allows you to see what marketing channels are performing best. Furthermore, it allows you to understand the dynamic between your marketing channels: you will be able to understand what channels are best at generating what conversions – both analytical and commercial – and what channels are best at promoting what products. And we are not talking about invidiual channels only here. Via the patterns report, you can analyze the most common patterns in your customer journeys. You can also analyze the distribution of your channels and see the correlation between the lenght of a customer journey and the channels.
Based on what you find, you can alter the configuration your attribution model. In your attribution model, you define what media type, channel, category or ad space has priority when it comes to attributing costs. For more details, please read this article.