Google Analytics Multi-Channel Funnels

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Google Analytics Multi-Channel Funnels allow you to see the multiple touch points leading to conversions on your website. This presentation provides an introduction to Multi-Channel Funnels and tips on applying the reports to improve your marketing mix and ideas for optimizing your website for the different touch points. Multi-Channel Funnels in Google Analytics enables you to understand the attribution for your advertising and marketing campaigns beyond the last click.

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Google Analytics Multi-Channel Funnels

  1. 1. Multi-Channel Funnels in Google Analytics www.lovesdata.com
  2. 2. Why are multi-channel funnels important? www.lovesdata.com
  3. 3. Previously you only saw the last touchbefore a conversion... ? ? Email www.lovesdata.com
  4. 4. Now you can see all the touches before the conversion...Google Twitter Email www.lovesdata.com
  5. 5. Giving you greaterinsights into your marketing mix www.lovesdata.com
  6. 6. What do you need to get started? www.lovesdata.com
  7. 7. Goals or ecommerce tracking setup www.lovesdata.com
  8. 8. Finding the reports www.lovesdata.com
  9. 9. Select ‘Multi-Channel Funnels’ under ‘My Conversions’
  10. 10. Total conversions Conversions that had multiple touch points
  11. 11. See conversions frommarketing channel overlap
  12. 12. Different touch pointsleading to conversions
  13. 13. Days between touch points
  14. 14. How to usemulti-channel funnels www.lovesdata.com
  15. 15. Find touch points(channels) that help close conversions www.lovesdata.com
  16. 16. ‣ If email is a good closer then optimize your pages to drive email signups‣ If a particular referring site is a good closer then advertise on that site and/or generate links‣ If direct is a good closer then encourage re-engagement
  17. 17. Find touch points(channels) that assist www.lovesdata.com
  18. 18. ‣ Ensure you continue to invest in these channels appropriately‣ Consider and test the way you allocate marketing budgets‣ Develop strategies to boost organic (and referral) traffic that assists conversions
  19. 19. Find first touch points(channels) that convert www.lovesdata.com
  20. 20. ‣ Analyse the landing pages and visitor paths to optimize for conversions‣ Develop strategies to engage with these visitors so they return to the website‣ Invest in channels that are most likely to drive conversions
  21. 21. Get more ideas atwww.lovesdata.com/resources analyticsresults.com twitter.com/LovesData facebook.com/LovesData

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