April 9, 2020
Multi-Channel Funnels in Google Analytics

Multi-Channel Funnels in Google Analytics


When someone visits your website
and does something you want them to do, like buy an
item or visit a certain page, it’s called a conversion. And as a marketer, you’ve
probably set up conversion tracking to see what’s
working. Usually, the last ad, search,
or referral clicked on directly before the conversion
gets all the credit. In reality, a conversion is a
lot like scoring a goal in a basketball game. It takes more than one player to
make it happen, and if you were coaching the team, you’d
want to see all the players who assisted in the goal so you
could identify how they interacted and score again
and again, right? It’s the same in online
marketing. If you think of the marketing
channels that drive traffic to your site as your players, the
ones making the assists are often just as important as
the one making the goal. The ways your customers interact
with your channels or all part of the marketing funnel
leading to conversion. Often, your customers engage
more with these channels than they do with the final click
that’s getting all the credit. Imagine being able to see how
your customers interacted with all your channels before
the conversion. Just like a coach, you’d be
able to identify channels making the assists and optimize
your marketing for more conversions. Well now you can with
Multi-Channel Funnels, new in Google Analytics. When you set up a goal or track
ecommerce transactions in Google Analytics,
Multi-Channel Funnels automatically shows you how
customers interact with your digital channels for up to a
month or more before the conversion happens. Let’s have a look. Starting with the Overview
report, you can see a snapshot of the total number of
conversions, as well as the amount of conversions that had
assists before the last click. Then to see the number of
interactions your visitors had with your channels, check out
the Path Length report. Here, you can easily see if
conversions happened because of interactions in the marketing
funnel or if the last ad clicked was solely
responsible for the conversion. Understanding customer
purchasing behavior is one of the most important insights you
can have. With the Time Lag report, you can see the
amount of time customers take from the first channel
interaction to conversion. Another report called Top Paths
shows the different routes customers take before
the conversion. You can view all of these paths
through filters like campaign or keyword to see the
popular paths through your funnel and find out
what’s working. The Top Paths report can also
tell you how your channels work together, and in what
order to bring you conversions. For instance, is an email
newsletter causing searches that lead to conversions or
perhaps a banner ad is triggering direct visits? Get even more granular with
the Assisted Conversions report, where you can see
which specific channels, campaigns, or keywords
assisted and how. It’s a great way to test and
see how new campaigns and channels are contributing
in the funnel. Multi-Channel Funnels in Google
Analytics, the easy way to see and analyze how customers
interact with your channels to optimize your
marketing funnel.

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