Google Analytics –          Prabhvir Sahmey          November 26th,                   Multi Channel Funnels               ...
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2011 10 20 mindshare po v google analytics multi channel funnels (2)

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A recently introduced feature is already gathering a lot of attention on the web – the new multi-channel funnel. Now the web marketer can track back and see where all users are coming from, what are they doing on their site and which web channels are assisting the conversion process.

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2011 10 20 mindshare po v google analytics multi channel funnels (2)

  1. 1. Google Analytics – Prabhvir Sahmey November 26th, Multi Channel Funnels 2011BackgroundA recently introduced feature is already gathering a lotof attention on the web – the new multi-channel funnel.Now the web marketer can track back and see where allusers are coming from, what are they doing on theirsite and which web channels are assisting theconversion process.This gives attribution of the clicks the much neededattention.But does it really help solve the web marketerchallenge?DetailsTrivial questions such as - what role did prior website referrals, searches and ads play inthat conversion? How much time passed between the visitors initial interest and his or herpurchase? – can now be answered.Google Analytics sets up a 30 days cookie window to track each of the online conversionchannels and reports them in easy to read graphs and charts.It not only builds the click path but also how much each of the clicks contributes to thefinal conversion, termed as – assisted conversions.Setting it up on your Google Analytics account is simple. You need to ensure the following:1. You have setup Goals or Ecommerce Tracking is enabled.2. Ensure that your campaigns are tracked properly by using GA Tracking codes.Currently the data is only available for the last 2 months; but moving forward Google plansto provide data from Jan 2011 onwards.ImplicationsWe can argue that this helps complete the assisted / path to conversion conversation.However Google Analytics Multi Channel Funnel does not track your impressions beingserved via your online media plans. Thus, the tool is great at building the click path; butlacks the ability to augment data from exposed users – where did the user see your ad;what channel, etc.If you are interested in the greater attribution, Mindshare brings on board the expertise toleverage data insights with business models, online (Click & Exposed) media attribution –which takes digital media marketing to a new dimension. Reach out to your Mindsharepartner to get ahead of the curve.

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