{"id":13565,"date":"2020-06-17T16:11:31","date_gmt":"2020-06-17T21:11:31","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=13565"},"modified":"2020-06-17T16:11:31","modified_gmt":"2020-06-17T21:11:31","slug":"copy-of-google-analytics-recency-and-frequency-and-mcf-reports","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/copy-of-google-analytics-recency-and-frequency-and-mcf-reports\/","title":{"rendered":"Google Analytics: Recency and Frequency and MCF Reports"},"content":{"rendered":"Reading Time: <\/span> 11<\/span> minutes<\/span><\/span>

Quick questions: Do you know who your most loyal customers are? And do you have a crystal clear idea about how your conversions are taking place?\u00a0<\/span><\/p>\n

As a marketer, you want to increase your conversion rate.<\/span><\/p>\n

But in order to do so, you must understand your audience better and track your conversion.\u00a0\u00a0<\/span><\/p>\n

The good news is you can accomplish both by looking at the Google Analytics<\/a> dashboard. Google Analytics offers two reports: (1) Multi-channel function (MCF) and (2) Recency and Frequency. With these two you can see your whole conversion path,\u00a0 interactions between channels, and the visiting behaviors of your audience.\u00a0<\/span><\/p>\n

These insights can later be used to offer better customer experience and improve your funnel.\u00a0\u00a0<\/span><\/p>\n

Are you using these two? No? Wanna know more?\u00a0<\/span><\/p>\n

Without further ado, let\u2019s jump in.\u00a0<\/span><\/p>\n

Recency and frequency<\/span><\/h3>\n

Loyal customers are the lifeblood of any business. After all,<\/span> 65% of a brand\u2019s business<\/span><\/a> comes from existing customers.<\/span><\/p>\n

To serve them well (and convert those that are on the fence) first you need to spot who your loyal customers are, from the long list of your customers.\u00a0<\/span><\/p>\n

Recency and frequency report helps you do that.\u00a0<\/span><\/p>\n

What is Recency and Frequency Report?<\/b><\/h4>\n

In Google Analytics, frequency refers to the number of times a visitor visits your website within a set time frame. (This time frame is easily adjustable).\u00a0<\/span><\/p>\n

Think about it this way: the more frequent a visitor is, the higher the odds of him\/her being a loyal customer. (Though you can tell only after the RFM evaluation which I will come to later).\u00a0<\/span><\/p>\n

Recency is defined as the number of days that have passed since the visitor last landed on your website.\u00a0<\/span><\/p>\n

Allow me to give an example to demonstrate how Recency and Frequency work.\u00a0<\/span><\/p>\n

Suppose, you have a visitor who landed on your website twice in the last week: first on Monday then Friday using the same device. If you open Google Analytics report on Saturday (and set the time frame to\u201d last week\u201d) you would see the count of sessions (Frequency) is 2 and Days since last visit (Recency) is 1.\u00a0<\/span><\/p>\n

\"\"<\/p>\n

It\u2019s pretty easy to find the Recency and Frequency report on Google Analytics. Go to audience-> Behaviour-> Frequency and Recency report.\u00a0\u00a0<\/span><\/p>\n

You find Frequency (count of sessions) and Recency (Days since the last session) by clicking the links shown in the images.<\/span><\/p>\n

\"\"<\/p>\n

Source: DBS interactive\u00a0<\/span><\/p>\n

\u00a0Google Analytics offers the flexibility of comparing frequency and recency data of multiple audience segments.<\/span><\/p>\n

How to use Recency and Frequency reports for more conversions:\u00a0<\/b><\/h4>\n

One of the most used real-life applications of the Recency and Frequency report is RFM analysis.\u00a0<\/span><\/p>\n

RFM analysis is a method of customer segmentation based on their purchase value and regularity. The acronym of RFM is recency, frequency, and monetary value.\u00a0\u00a0<\/span><\/p>\n