This is very interesting, although I think I understand why. Typically mobile users are looking for an answer quickly, and are more likely to click on the very first result, rather than viewing the top 5 ones and making a decision about which one may best suit their needs. I think the reason for this is that mobile search is more often used for doing research, either finding a product or service in their locality, or finding information on a product / service (reviews, prices, etc). Typically these searches will inform what they do offline (e.g. visiting a store, or purchasing an item).
I myself do this all the time. When making large purchases I will tend to check prices / reviews online before deciding whether to buy it. If I choose to purchase it it online I won’t do it on my mobile in store but will do it at home. I think this is evident in the study too, as they found that although Click-Through-Rates were higher on mobile devices, conversion rates were much lower.
Some call it multi-touch attribution, others call it engagement mapping. Google calls it Multi-Channel Funnels and it has to be one of the biggest talking points in online marketing measurement circles today.
Whatever you want to call it, it is now live in limited pilot for some lucky Google Analytics customers.
A quick note: Google has let us know that the feature called Multi-Channel Funnels discussed in this blog post is in limited pilot. That means that Google is testing the feature and its usefulness to a small group of trusted testers, and has not made any plans or a timeline for a full launch.
To be clear, what we’re talking about here is the end of last-click-only attribution in probably the most widely used web analytics platform in the world (if launched to everyone). This is a feature which until now has been available only to those with big annual web analytics budgets.
This is going to be useful.