Google Analytics: Multi-Channel Funnels
I don’t know about you, but when I am shopping online I never buy the first thing I see. With the internet you have access to just about everything you could ever want as a consumer. With all this information available to you with the click of a button, consumers tend to take the time to research and compare before making a purchase, especially with expensive items that are commonly associated with long buying cycles. This makes it difficult for search engine marketers to really understand what marketing efforts are having a significant effect on conversions because you only see the last click that is made before a conversion.
So, instead of attributing the ultimate conversion with the last click that was made, Google Analytic’s new Muti-Channel Funnels revel the entire path the consumer has made for up to a 30 day period. Some critical data the new reporting tool revels includes:
- How many conversions had “assists” before the final click
- The number of interactions visitors have had with different marketing channels
- The time a customer takes between the first interaction with the site to the final conversion
- The ultimate value each marketing channel has generated
There are similar reporting tools, but with the release of Google Anayltic’s Muti-Channel Funnels, marketers now have access to this valuable data for FREE! The reporting tool allows marketers to discover what the most traveled channels are that lead to conversions and give more insight into the buying cycle in order to improve marketing strategies. Marketers can now make even more informed decisions by understanding how visitors interact with multiple online channels, such as organic search, paid search, and social media, before the conversion.
Just when you thought Google has thought of it all, they release another feature that blows your mind! For more information on the Multi-Channel Funnels reporting tool visit the Google Analytics Blog.
About the Author: Lindsay joined Search Mojo in July 2011 as a Junior Account Manager, where she helps manage both PPC and SEO accounts. Lindsay's interest in search marketing began through her Internet Marketing course in college and participation in the Google Online Marketing Challenge. Lindsay's team won the Google Challenge competition, placing first above all other teams in North America, Central America and South America. After graduating from James Madison University with a degree in Marketing, Lindsay moved to Charlottesville and launched her career at Search Mojo.