Is that channel better, or just one big customer?
One whale can drag a channel's average anywhere, which is why ANOVA on money-per-customer misleads. Kruskal-Wallis pools every customer, ranks them, and asks whether the ranks cluster by channel.
Marketing Starter Statistics free
After you install, this is the model to open.
Which Channel Brings the Big Spenders?
- In your spreadsheet, click the Sortia icon in the strip of icons down the right-hand edge. No strip? Click the arrow at the bottom-right to open it. You can also use Extensions, then Sortia, then Open Sortia.
- Click Start from a template and put that name in the search box.
- Pick the card with that name and click Load this template. It arrives on a new tab with real numbers already in it.
The answer
The ranks separate almost perfectly by channel:
- H statistic
- 15.16
- p-value
- 0.0005
- Mean ranks
- 3.5 / 9.5 / 15.5 Email / Social / Search
The middle Search customer is worth about eight Email customers ($915 vs $107.50 at the median), and the clustering is far too clean for luck. Before moving budget, weigh acquisition cost against these medians, not means, for exactly the reason you used this test in the first place.
The model
First-year revenue for six customers from each of Email, Social, and Search. All 18 are ranked together; the H statistic measures how strongly the ranks separate by group.
| median $107.50 | |
| Social | median $295 |
| Search | median $915, up to $2,100 |
| H and p-value | calculated |
Once it is in your sheet
- The model arrives with real numbers in it and runs as it stands, so you can press the button first and understand it second.
- Change the numbers to yours. The sheet marks which cells are inputs and which hold formulas, and most labels carry a note explaining the row.
- Press the run button at the bottom of the panel. It is labeled for the tool you are in, and the result lands on its own tab, with a written reading of it beside the figures.
Never used Google Sheets? Start here goes the whole way, in seven steps, and assumes nothing.
Next question
- How far is the campaign from breaking even?The Conversion Rate That Breaks Even
- The variant is up 25.9%. What lift can you actually promise?Did the B Version Win?
- How long does this A/B test have to run?How Many Visitors Does This Test Need?
- What does a margin of error of four points cost?How Many People Do We Have to Ask?
- A 7% margin in January. How often is the year a loss?Will the Retainer Book Cover the Year?
- Plan for the average month or the bad one?How to Split Spend When Conversion Is a Guess
Every model like this one, and the method behind them: Statistics in Google Sheets.
The method behind this one, worked end to end: ANOVA in Google Sheets, and Kruskal-Wallis beside it.