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Marketing channels 2021


Online marketing channels 2021

Analyses Online marketing channels 2021 compares the impact and performance of online marketing channels in Denmark and provides you with analytically sound input for prioritising online marketing efforts to ensure that you put together your marketing mix appropriately.

The analysis is based on 130 million visits to 82 Danish websites in the period 1 January 2020 to 31 December 2020. The data is collected from Google Analytics and covers a broad and diverse selection of Danish companies in the e-commerce, B2B and B2C segments.

For example, use marketing analytics to assess whether you are using your resources on the online marketing channels that are best at attracting traffic and generating sales, and whether you are retaining users on your website as well as other companies in the same segment.

Online marketing channels 2021 is the fourth edition of the analysis that we publish every year. If you have any questions or need help putting together your marketing mix, please feel free to contact us. Download the marketing analysis for free by filling in the form below.


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Information about the analysis:

  • Released: 2021
  • Pages: 22
  • Language: Danish
  • Format: PDF
  • Price: Free

Highlights from the marketing analysis

Google is the dominant marketing channel

Traffic from Google (organic and paid) represents between 74 and 88 % of all visitors. This is an increase from last year, when Google traffic represented between 71 and 84 % of all visitors, and the previous year, when Google traffic represented between 47 and 62 % of all visitors.

Organic traffic represents the largest share of all visitors

Organic traffic represents between 34 and 50 % of all visitors, followed by paid traffic, which represents between 31 % and 45 % of all visitors. In comparison, social media and email traffic together account for only between 11 and 17 % of all visitors.

Referral traffic has the highest conversion rate to sales

Referral traffic has the highest conversion rate to sales (4.57 %) followed by paid traffic (2.15 %), emails (2.10 %), organic traffic (1.47 %) and social media (0.59 %). This is not to say that referral traffic generates the most sales.

Paid and organic traffic generates most sales online

Paid traffic makes the largest share of all online purchases (45.4 %) followed by organic traffic (40.9 %) and traffic from email (7.0 %), referrals (5.1 %) and social media (1.6 %). This does not mean that organic traffic has the highest conversion rate.


Get in touch

Do you need help with your Google Marketing efforts, or are you considering whether it makes sense for your company to focus on SEO and Google Ads? Contact Henning Madsen and have a dialogue about your project.

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