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Understanding Multi-Channel Funnels & Conversions in Google Analytics


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Most conversion tracking tools credit only the last link or ad clicked. But in reality, we are not a last-click society. In real life, consumers research, compare and have multiple touch points across multiple channels, or sources of traffic, before making a final decision on where they would like to make a purchase, submit a lead form or take another action.

This presentation gives an overview of what multi-channel funnels are, why measuring the whole funnel before the conversion is important, and several ways you can take action on the data from Google Analytics Multi-Channel Funnels feature.

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Understanding Multi-Channel Funnels & Conversions in Google Analytics

  1. 1. Understanding Multi-Channel Funnels & Conversion Metrics in Google Analytics
  2. 2. Understanding the Lead Funnel
  3. 3. Leads can come from many sources, often in the same path to conversion.
  4. 4. Most tools only credit the last touch point before the conversion. This is a mistake.
  5. 5. In reality… Consumers research, compare, shop around, and have multiple touch points across multiple channels before making a final decision.
  6. 6. … that only measures the “action” part of the funnel. Action Desire Interest Awareness It overlooks driving awareness, generating interest, and creating the desire that lead to the final action – or conversion.
  7. 7. Google Analytics Multi- Channel Funnels
  8. 8. Enter Google Analytics Multi- Channel Funnels. See the full path to conversion in the last 90 days, instead of just the last click. (Must have conversion goals or e-commerce tracking enabled.)
  9. 9. Watch this video at
  10. 10. Use Default or Custom channels. • Default Channels: Organic Search, Paid Search, Direct Traffic, Referral Links, Display Ads, E-mail Marketing & Social Networking. Can be grouped. • Custom Channels: Create these for other marketing efforts, like offline radio or TV campaigns to vanity URLs, for example.
  11. 11. Assisted Conversions Report • How many leads or sales were started, assisted, or completed from a marketing channel. • If you assign a dollar value to goal conversions, can also estimate the value of the channel.
  12. 12. Top Conversions Path Report Demonstrates the unique paths (or sequences of touch points) users took to convert.
  13. 13. Time Lag Report Shows length of time in days that it took visitors to convert. Ranges from 0 (same day) to 12+ by default.
  14. 14. Path Length Report Shows length of path in number of interactions it took visitors to convert. Ranges from 1 channel to 12+ channels by default.
  15. 15. Assisted/Last Click Conversions • Source is more independent converter when number is closer to 0. • Source is more of an assistant converter when number is further over 1. • Consider the volume of conversions.
  16. 16. How to Use this Powerful Information
  17. 17. Capitalize on Patterns • Look for patterns of highly successful conversion sequences, and try to replicate them in more campaigns. • Could we better use two or more marketing channels together for a more powerful effect? i.e. Are organic searchers who previously engaged with a social media post more likely to convert than visitors from either of the channels alone?
  18. 18. Allocate Budget • If we dropped efforts in one channel, would it reduce the impact of marketing efforts in other parts of the funnel? • Should we shift our limited budget to emphasize higher direct converting areas? • Should we scale back or eliminate spend entirely in a low-performing marketing channel?
  19. 19. Coordinate Campaigns • Could we plan a coordinated marketing campaign across channels with elevated, but more efficient, spend? • How should we time each component of our campaign to maximize its effects?
  20. 20. Adjust Marketing Messages • Should assistant channels have more high funnel messaging? • Should direct converting channels have more clear calls-to-action to complete the conversion? • How do we tailor our message to each channel based on its primary role in the conversion funnel?
  21. 21. Find Converting Keywords • Find high-converting organic or paid keywords that initiate, assist, or complete conversions. • Should we increase PPC bids to strengthen those campaigns? • Can we invest more resources into content strategy to gain organic traffic for those terms?
  22. 22. Optimize Marketing Mix • Find the most profitable tactics and amplify them. • Find gaps in the marketing mix and fill them. • Find less effective marketing tactics with diminishing returns, and change, scale back, or eliminate them.
  23. 23. Talk to Bosses, Clients and C-Levels • Help important stakeholders understand what you do all day. • Prove the real dollar value of your coordinated marketing efforts. • Give credit to both direct and assisting channels’ contributions to the bottom line. • Show the potential impact (positive or negative) of removing touch points from the path.
  24. 24. Need help making sense of your website analytics? Contact us today to learn how to make the most of your web analytics, and make the data work for you. Tentacle Inbound serves small- and medium-sized business owners nationwide with their digital and website marketing needs. (913) 788-1732