Multi-Channel Funnels Reporting – Beyond Last Click Attribution

Every customer journey is unique. Viewing a display ad can instill interest in your brand, even if no clicks occur. Now, when a user views a display ad on the GDN and later converts on your website, that interaction with your brand will be captured in Google Analytics Multi-Channel Funnels reporting.

Until the integration of Google Analytics and the Google Display Network (GDN), measurement technology separated impressions or “view-throughs” from clicks, and Last Click Attribution gave us an incomplete view of conversion activity. Marketers were missing important insights about how media channels worked alongside one another to drive conversions.

Now, Google Analytics has the capability to distinguish between clicks and impressions in the Google Display Network, providing a more complete view how impressions and clicks work together to drive conversions.

The Multi-Channel Funnels Overview Report breaks out Impression-Assisted Conversions — conversion paths touched by a display impression, and Rich-Media-Assisted Conversions — user interactions with YouTube or rich media ad formats.

The Multi-Channel Funnels Top Conversion Path Report collects information about each display interaction, allowing you to quantify the impact of display advertising on the conversion path.

Take a look at the image below. The “eye” symbol indicates that a user was exposed to your display ad on the journey to conversion, but did not click on the ad. The “movie” symbol indicates that a user interacted with one of your Rich Media ads, such as a YouTube video ad. 


You can use Multi-Channel Funnels reporting to analyze conversions and examine the value of each conversion path. These new capabilities allow you to examine the impact of, and the difference between, display impressions and rich media interactions as a part of the conversion path.

To further quantify your targeted display efforts, use the Custom Channel grouping tool.

A channel grouping is a set of labels; each label applied to a channel or group of channels you want to see in your reports.

                  Here are some examples of channel groupings you might define:

  • Brand Search vs. Non-Brand: a “brand search” label and a “non-brand search” label
  • Search/Affiliate/Display: a “search” label, an “affiliate” label, and a “display ad” label
  • Paid Search/Display: a “paid search” label and a “display ad” label

As advertisers, the ability to understand how display impressions impact our clients’ goals is crucial. Multi-Channel Funnels allows us to look at interactions across different marketing channels, and show us how these media work together to create sales and conversions.

The Multi-Channel Funnels tool can help you make more informed advertising investments at the macro level (media channels), as well as the micro level (key words and ad placements).

You can now view all digital marketing channels in one place, see a complete picture of the steps your customers take before converting, improve your marketing efforts based on channel performance, and make smarter digital marketing budgeting decisions. 

Learn more about Multi-Channel Funnels reporting here.




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