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The Time to Purchase Report is another of the many eCommerce-specific reports that appears in Google Analytics. It’s worth considering how long it takes your customers to purchase after first discovering your website as this helps you with your remarketing strategy.

The Time to Purchase Report is located within the Ecommerce Conversions menu, and is only available to you if your Google Analytics Ecommerce configuration is set to “Standard Ecommerce”.

This report tells you, once a visitor has come to your website for the first time, how many days or how many sessions that it typically takes them to commit to a purchase, depending upon the chart that you select (See ‘Days to Transaction’ and ‘Sessions to Transaction’ below).

You can then view a bar chart for this data, with percentage figures also indicated, as in this image:

google analytics time to purchase report

The benefit to having this information is that if you know that a large portion of your buyers tend to come back within a certain amount of time to complete the purchase, you can set up a remarketing campaign to gradually decrease in intensity as you approach and pass that timeframe. Typically you would find that if you sell smaller-priced, higher volume items you would tend to have a large number of sales in the first 0-2 days after seeing the offer. In this case you would only need a short remarketing cycle if you were remarketing just that one product, and then you could move on to marketing other products that are similar to draw them back.

But if you sell a complex or higher priced product it may take several weeks or even a month or more for your customers to make the buying decision. In that case, you want to extend your remarketing schedule over a longer timeframe to keep the product or service, along with your brand, front of mind.

Alternatively if you find that it typically takes a number of sessions before your customers buy, you can intensify your remarketing efforts as the number of sessions per user increases. If your customers generally buy in only one session then you can remarket anxillary products less aggressively and over a longer time period, to pick up the occasional impulse buy.

Ultimately you want to set your marketing up to encourage repeat visiting by marketing in a regular cycle that makes sense based on the speed of purchase of your particular products and customer-base.

 


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Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020

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