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Google Adds Multi-Channel Funnels to Google Analytics

New set of reports to track conversions

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Google Adds Multi-Channel Funnels to Google Analytics
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Google announced a new set of five reports in Google Analytics today called Multi-Channel Funnels.

In Analytics, conversions and ecommerce transactions are credited to the last campaign, search, or ad that referred the visitor when he or she converted,” Google says in the help center. “But what role did prior website referrals, searches and ads play in that conversion? How much time passed between the visitor’s initial interest and his or her purchase?”

“The Multi-Channel Funnels reports answer these questions and others by showing how your marketing channels (i.e. sources of traffic to your website) work together to create sales and conversions,” it says.

The reports are generated from conversion paths and sequences of interactions (clicks/referrals) from the 30 days that led up to each conversion/transaction. Conversion path data looks at paid/organic search, referral sites, affiliates, social networks, email newsletters, display ads, custom campaigns, etc.

Here are a couple videos about Multi-channel funnels, including a walk-through:

Google Analytics users can use the reports by clicking on the My Conversions tab. AdWords customers are encouraged to link their accounts with their Analytics accounts.

Starting today, Google says, uses will see complete data in the reports for the past two months, but they’ll be expanding it to include data dating back to January over the coming days.

Google Adds Multi-Channel Funnels to Google Analytics
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  • http://www.searchmuse.com paul morris

    Hi Chris great article – this feature is still not ideal as it only allows for a 30 day cookie prior to the sale (hence not ideal for longer sales cycles such as big ticket items, mortgages, etc) however it is certainly a welcome addition.

    Check my article on how it will completely change our industry – http://www.searchmuse.com/blog/2011/4/13/google-multi-channel-funnels.html To summarise the post: It will change the way, in particular, small-medium sized business think of sales/ tracking, certainly shake up the tracking industry e.g. the big tracking boys and the affiliate marketing channel as a whole and start to recognise the value that other channels play at the start of the customer life cycle e.g. clicks further up the sales funnel and social media.