[Videos] Multi-Channel Funnels in Google Analytics
[subtitle] Multi-Channel Funnels in Google Analytics [Videos] [/subtitle]
[subtitle] Transcript [/subtitle]
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Google Analytics
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Multi-Channel Funnels
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When someone visits your site and buys something, or completes another important
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action, it’s called a conversion.
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In Google Analytics,
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a conversion is typically credited to the last action the visitor took.
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Such as the search,
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referral,
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or ad clicked right before the conversion happened.
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But most conversions don’t happen during the first visit to your site.
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More often,
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conversions happen after several visits
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as users take time to research the product,
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consider pricing, and compare similar products.
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The Multi-Channel Funnel reports
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help you understand which traffic sources sent users to your site during
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the consideration process.
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They let you view how all your channels and marketing initiatives
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worked together to create sales and produce conversions.
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With Multi-Channel Funnels,
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you can explore which channels and keywords tend to initiate a sales cycle.
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This is known as the role of ‘first interaction’.
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You can also explore which channels and keywords tend to help close sales.
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This is known as the role of ‘last interaction’.
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In addition, you can explore which channels and keywords visitors interact
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with during the sales cycle but prior to actually buying.
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This is known as the role of ‘assist interaction’.
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Let’s take a look at some of the Multi-Channel Funnel reports
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and examine the information they provide.
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The Time Lag report shows how many days it took customers to convert.
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Here you can see whether your conversions happen immediately
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or whether they take several days.
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By examining your goals individually you can see which conversions take longer
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than others.
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For example,
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signing up for a newsletter on a site
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involves a short consideration period, while purchasing merchandise on the same
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site may involve a longer consideration period.
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Path Length lets you view how many times customers interacted with the
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channel prior to converting.
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In this case,
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customers had three or four interactions with channels before converting.
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Top Conversion Paths show each sequence of interactions that led up to a
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conversion.
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The Multi-Channel Funnels section
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also includes a report that shows how often each channel initiated, assisted,
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and closed sales and conversions.
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So, as you can see,
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Multi-Channel Funnels help shed light on the full path users follow to
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conversion
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rather than just the last click.
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Google Analytics
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For more information on Multi-Channel Funnels and all its reports,
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visit support.google.com/analytics.
Tagged Under: analytics, assist interaction, first interaction, Google Analytics, last interaction, multi channel funnells