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New Multi-Channel Funnels of Analytics Offers Valuable Insights

Online marketing is in a constant evolution, particularly with respect to tracking and analyzing data. Before Google launched its Multi-Channel Funnels on August 24, 2011, “sources of conversions” was a metric determined by the last destination from which a user came to a website. Now, with the new features of the Multi-Channel Funnels, Google Analytics offers insights about the various channels that users may have interacted with prior making a conversion.

The features of Google Analytics' Multi-Channel Funnels allow marketers to track the interactions consumers have with various forms of online marketing that lead to conversions. In short, the information provided offers valuable insights as to the impact of organic SEO efforts, banner and display advertising, Pay Per Click, as well as social media, email, video and mobile marketing. With Multi-Channel Funnels, online businesses have the capabilities to analyze how all of these online marketing methods come into play.

Google Analytics offers five new reporting features with Multi-Channel Funnels. This allows online businesses to track and analyze data from a number of perspectives. Learn more about each of these five features below.

The Overview feature of Analytics' Multi-Channel Funnels provides a summary of data on total conversions as well as assisted conversions. In addition, the Overview offers a Venn diagram that gives users a visual representation of which channels (Paid Advertising, Organic Search, and Direct Traffic) contributed to conversions as a whole. This multi-colored diagram is most useful for analyzing assisted conversions where more than one source is responsible for sales.

The Assisted Conversions report outlines the various sources of traffic and each one’s impact on aiding a conversion. In essence, this feature sheds light on which channels are influencing conversions more directly than others. Assisted conversions displays the amount conversions that occurred during a specific period of time. This information also shows the “assisted conversion value” of each channel, as well as “last interaction conversions,” which is the referral or channel that immediately precedes the conversion.

Also of great value to the Multi-Channel Funnels is the Top Conversion Paths report that shows the path consumers take leading to conversions. It can be sorted in several ways and is useful for determining the most effective keywords for organic search and Google AdWords campaigns.

Google Analytics also offers reports on Time Lag. This report displays the time it takes for conversions to occur starting from the time users first make contact with a specific source until the time of a conversion. Also of interests in the new five reporting features is Path Length. This displays the number of channel interacts leading up to conversion.

Currently used by 161 of the Top 500 Internet retailers, Google Analytics offers other useful features that will enable marketers to analyze their website and Internet marketing performance. The importance of the new Google Analytics reports impact the primary factors that affect online businesses. Richard Frankel, president of Rocket Fuel sums up the advantages of these reports, stating that, "Marketers can input all the metrics they gather - about brand impact, intent, sentiment, clicks, shares, conversion, and the like - into the media-buying process to make the most accurate buys possible".

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