• by Laurie Sullivan  @lauriesullivan, February 22, 2016

Search marketing company NetElixir has created an AdWords reporting dashboard that provides standard Google analysis, but also offers another 20 analytics reports with details on device-level search analysis, hourly query and purchase patterns, and geo-level customer distribution analysis.

The company says LXRPlugin, an Excel plugin into Google AdWords, provides additional data to help brands and their agency partners increase the efficiency and the returns of search marketing campaigns.

It helps the e-retailer Rug Studio find and make quick changes, saving marketers time they would normally devote to creating and analyzing reports as well as budget allocated to analysts for gaining insights from search marketing data. Stephen Light, director of e-commerce & marketing at e-retailer Rug Studio, estimates the savings at about $2,000 monthly.

Attempting to demonstrate the data's worth, NetElixir ran ecommerce and search activity for Valentine’s Day using LXRInsights, and LXRPlugin, two of its platforms.

Udayan Bose, NetElixir CEO, says LXRPlugin was used to analyze some of the data, such as buying pattern per age, time and data of purchase, top search queries, and device-level analysis.

By tracking search patterns on around five million clicks across its network between Jan. 25 and Feb 14, 2016, the data reveals woman searched more than men, but men spent more on gives. In fact men spent 31.2% more than woman in 2016, up from 20.9% in 2015.

Men's top searches includes "valentine's day ideas for girlfriend," "valentine's gifts for her," "cute valentines," and "how to ask a girl to by your valentine." For women the top searches include "valentine's day gift for boyfriend," and "cure valentine's day gift for boyfriend."

Nearly 70% of Valentine's Day gifts were bought prior to Feb. 5, 2016. Purchases by 4.8% of men peaked until Feb. 3, and then slowed. Purchases made by 5.2% of women peaked until Feb. 10, and then slowed.

Overall, consumers ages 25 to 34 years old spent the most on gifts, followed by ages 35 to 44, and 18 to 24. Consumers also increased ordering on mobile devices by 49%.

Search engine optimization still rules when it comes to the last click, according to the data. SEO contributed 39% to the purchase; followed by paid search at 19%; affiliates at 15%; direct at 12%; email at 11%; retargeting at 4%; and the remainder goes to referrals, social and shopping engines.