And these days, the journey is more complicated than you might expect. There are many touchpoint along the way — display advertising, email, social, organic search, etc. All of these influence the purchase decision.
To add clarity, Google analyzed millions of consumer interactions through Google Analytics and distilled how different marketing channels affect online purchase decisions. They developed a handy benchmarking tool to help understand the roles that these channels play. This allows you to better plan which channels you will use, and when, in order to improve your marketing performance. They also developed a reference guide that offers more depth and detail. Both resources are free and available below.