Ad channel analysis in Cafe24 Analytics is a powerful feature that analyzes your customers' complex purchase journeys from multiple angles, helping you uncover the hidden contributions of each marketing channel and develop optimal advertising strategies.
See how customers visit and make purchases at your store through various channels, understand the role each channel plays in purchase decisions through detailed data, and find the performance measurement model that best fits your store.
3 insights from Ad channel analysis
- Analyze the full paths customers take to reach your store (Channel path analysis)
- Determine which attribution model is the best fit (Attribution model analysis > Attribution model comparison)
- Dive deep into performance using the right attribution model for your store (Attribution model analysis > Specific attribution model)
to develop detailed strategies.
Info - Data is available from April 11, 2025 onwards.
- All data in Channel path analysis is available from April 11, 2025 onwards.
- If the comparison period is before April 11, 2025, comparison data cannot be displayed.
Analyzing channel paths
Analyze which channels customers visit and in what order before making a purchase to find the most effective "success paths."
Insight summary
| Metric | Description |
|---|---|
| Average number of channels | Shows the average number of channels a customer visits before making a purchase. If the average number of channels is greater than 1, it means customers are coming through more than one channel. |
| Average time to purchase | The average time from a customer's first visit to their final purchase decision. A shorter average time to purchase means customers spend less time deliberating before buying. |
| Multi-channel purchase rate | Shows the percentage (0–100%) of customers who purchased after visiting multiple channels, rather than just one. The higher this value, the more beneficial it is to develop a marketing strategy that leverages multiple channels. |
| High-converting paths | Shows the optimal channel combination—the "success formula"—that most effectively leads customers to a purchase. |
Top 5 purchase paths by revenue
Shows the actual paths that generated the most revenue.
| Metric | Description |
|---|---|
| Channel path | The actual paths that generated the most revenue.
E.g.
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| Conversions | The number of paid orders from customers who entered through this path.
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| Conversion revenue | The total payment amount for completed orders from customers who entered through this path.
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| Share of total revenue | The proportion of this path's revenue relative to total revenue.
※ The revenue share of the top 5 purchase paths is calculated only from trackable paths, so the total may not add up to 100%. The following cases are excluded:
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Revenue share of key channels by purchase stage
Breaks down the customer journey into 3 stages (first visit, return visit, and pre-purchase) to show the key channels at each stage. Identify the role of each channel and develop tailored strategies.
The screen displays analysis for 8 major channels. Click View all to see data for all channels.
(Analyzed channels: Instagram, Naver, Facebook, YouTube, Kakao, Google, TikTok, Twitter/X)
| Metric | Description |
|---|---|
| First visit (Awareness stage) | The channel through which customers first discovered your service or product. A high share at this stage means the channel is highly effective for acquiring new customers and building brand awareness. If you want to continuously acquire new customers and expand your market, consider increasing investment in channels with a high first-visit contribution. |
| Return visit (Remind stage) | After the first visit, these are the channels that consistently maintained customer interest, encouraged return visits, and steadily influenced customers on their journey toward a purchase or final goal. These channels play a key role in maintaining customer interest and preventing drop-off. Analyzing channels with a high share at this stage helps you strengthen customer relationship management (CRM) and shorten the time to purchase. For example, if retargeting ads are performing well, try diversifying your ad creatives to reduce customer fatigue. |
| Pre-purchase (Decision stage) | The channel a customer visited right before completing a purchase, sign-up, or other goal. This is the channel that directly drove the conversion. Channels with a high share at this stage contribute the most to direct revenue generation, meaning they have the highest conversion rates. Focus on these channels when you want to improve conversion rates or maximize the impact of specific promotions. For example, if an email channel that sent a specific coupon shows high contribution, you can actively leverage email for your next promotion as well. |
Top 3 channels by visits
Find data-driven answers to the question: "Which channels are effective for which customers?"
The screen displays analysis for 8 major channels. Click View all to see data for all channels.
(Analyzed channels: Instagram, Naver, Facebook, YouTube, Kakao, Google, TikTok, Twitter/X)
| Metric | Description |
|---|---|
| First visit | Shows which channels first-time visitors primarily come through. |
| Return visit | Shows which channels returning visitors primarily come through. |
Detailed channel analysis
Select different channels to analyze each one individually. Channels are displayed based on the utm_source in the URL customers entered through.
※ Data scope affected by date settings: Changing the date in the upper right corner updates both the graph and the right-side metrics (conversions, conversion revenue, TOP 3). Changing the daily/weekly/monthly toggle above the graph updates only the graph.
| Metric | Description |
|---|---|
| Conversion revenue and conversions | Shows the revenue performance trend for this channel.
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| Conversions | The number of paid orders from customers who entered through this channel.
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| Conversion revenue | The total payment amount for completed orders from customers who entered through this channel.
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| Key path metrics | Shows how this channel performs (in terms of revenue) across the 3 stages of the customer purchase journey (first visit, return visit, and pre-purchase). |
| Change channel | Select different channels to analyze each one individually.
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