Google Analytics Multi-Channel Funnels Reporting Gets API

    July 31, 2012
    Chris Crum

Google has released the Multi-Channel Funnels API, a feature the company says has been heavily requested since they released Multi-Channel Funnels in Google Analytics last year.

“The API allows you to query for metrics like Assisted Conversions, First Interactions Conversions, and Last Interaction conversions, as well as Top Paths, Path Length and Time Lag, to incorporate conversion path data into your applications,” says Google software engineer John Huang. “Key use cases we’ve seen so far involve combining this conversion path data with other data sources, such as cost data, creating new visualizations, as well as using this data to automate processes such as bidding.”

“For example, Cardinal Path used the new Multi-Channel Funnels API, Analytics Canvas ETL (Extract, Transform, Load) and Tableau Software to help their client, C3 Presents, uncover how time and channels affected Lollapalooza ticket sales in an analysis dubbed ‘MCF DNA,'” adds Huang. “The outcome was a new visualization, similar to a DNA graph, that helped shed light on how channels appeared throughout the conversion funnel.”

Multi Channel Funnels

Google says you should upgrade to the new v3.0 API libraries for full functionality. The company provides a migration guide here.


Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.