Google Analytics Multi-Channel Funnels

Google Analytics has yet another new feature in the next version and it is called Multi-Channel Funnels. As they explain: “Multi-Channel Funnels reports will help marketers see a fuller picture of the “interactions” that led to a goal or transaction tracked in Google Analytics. Previously, by default, Google Analytics gave credit to the final interaction preceding a goal or transaction. However, the typical customer does research, touching multiple points in the purchase funnel before converting.” The new funnel reports go back across all visit attributions for the previous 30 days and compile the record of steps leading up to conversion. From Google: “For instance, customers may become aware of a product through a social networking site and ultimately convert via an email newsletter or visiting the website directly via their browser. Or, a customer may become aware of a product from a banner ad, then search on Google for the brand name of the product. In this case, the brand name search on Google gets full credit for the conversion since it was the last interaction. However, the investment and effort the marketer made on the banner ad can go unnoticed.” The Assisted Conversions report is particularly interesting. Kind of like a slam dunk getting an assist from a nicely timed backboard pass, a sale from a direct visit could get an “assist” from re-marketing served after the initial interaction. Also interesting is the Top Conversion Paths report which gives a visual representation of goal attribution.

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