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.

1. Multi-Channel Funnels
in Google Analytics
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2. Why are multi-channel
funnels important?
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3. Previously you only
saw the last touch
before a conversion...
? ? Email
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4. Now you can see all
the touches before
the conversion...
Google Twitter Email
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5. Giving you greater
insights into your
marketing mix
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6. What do you need
to get started?
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7. Goals or ecommerce
tracking setup
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8. Finding the reports
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9. Select ‘Multi-Channel Funnels’
under ‘My Conversions’

10. Total conversions
Conversions that had
multiple touch points

11. See conversions from
marketing channel overlap

12. Different touch points
leading to conversions

13. Days between touch points

14. How to use
multi-channel funnels
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15. Find touch points
(channels) that help
close conversions
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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. Find touch points
(channels) that assist
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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. Find first touch points
(channels) that convert
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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. Get more ideas at
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