“Why don’t you want to consider natural channels ?” I ask.
“Because it’s not something I can act on” or “I don’t invest any money on it so I don’t need to check them” are the most common answers I get.
Even though it is a big mistake, this is perfectly understandable because most online marketers have not been educated in such way.
One explanation is that default reports of analytics softwares usually separate campaigns and natural trafic:
GA Acquisition menu
Adobe Analytics menu options
Within those reports, natural channels lack analytical datas :
- Direct is just … Direct, not details
- SEO report does not provide much datas since Google activated the (not provided) keywords
- Referring Sites (or Referrals) have always been some kind of junk holdall
Beside those difficulties, why should you consider natural channels ?