Multi-Channel Funnel Reports

Multi-Channel Funnel Reportsthe latest from Google Analytics. Helping Web Specilialists learn more about how customers convert.

Google recently announced the full release of Multi-Channel reports in Google Analytics. An exciting step for anyone looking for deeper insight on how your customers interact with you during the conversion process.

Google Analytics shows which channels your customers interacted with during the 30 days prior to converting or purchasing. Conversion path data includes interactions with many media channels, including clicks from paid and organic searches, affiliates, social networks, and display ads.

Multi-Channel Funnels help by:

Giving you complete visibility as to which channels initiate, and assist and complete conversions.

As we all know, a customer journey will almost certainly include many interactions with a range of channels/keywords etc. Until now, conversions within Google Analytics have been attributed to the last click.

Multi-Channel Reports - Google Analytics


Multi-Channel reports give unparalleled access to the conversion process. The new intuitive section of Google Analytics shows (over a 30 day period) which channels or which combination of channels drive conversions. Using the Multi-Channel funnel day allows us to provide real answers to the conversion process.

You can learn loads more by watching this video:

The Sub-Menu Navigation of Multi-Channel Funnels contains:

  • Overview: The Top Level view of all conversions that have been initiated byat least one or more channel. Essentially “All Conversions”.
  • Assisted Conversions: What channels have contributed to a conversion?
  • Top Conversion Paths: Where a customer has touched base with your campaigns.
  • Path Length: the number of interactions it took for a customer to convert.
  • Time Lag: Ever wondered how long a customer took to covert between the first and last click


Moving Forward?

Moving forward this poses the interesting question: should we as web marketers obsess about the final conversion referral?

Have you been fretting over whether Organic Search drives the final conversion or whether PPC drives the final conversion? But you reckon at the very least both contribute…?

In all honesty, not every session (prospective customers coming to your site) is an opportunity to legitimately gain a new customer. We all know when it comes to buying anthing, be that online or not: people will  “shop around”. Entering your site, digesting the information and then leaving.

They then try to  learn more about the product you sell  and let’s face it – try and find a cheaper price! If they cannot find one for cheaper they may return in the next few days –  through an entirely different method of entry.

“Leave and Return: Then Convert”

Was the seed sown by PPC and then harvested through Organic Search? It poses interesting questions. It looks very much like Google is wanting us to understand our conversion routes a little bit more:

Is a combination of Organic Search, PPC, and a little bit of Banner Advertising actually driving the conversion, with Banner Advertising previously taking all the credit?

Google appears to be wanting anyone who uses Google Analytics to start breaking down the conversion path that a customer takes.  And in turn, Google Analytics is giving us all a better overview of how the different channels work together to drive the ultimate aim of conversion.

This Changes Everything.

If you are interested in learning more about the conversion process and how Goldladder can help you. Please feel free to contact us today.

By | 2016-12-19T15:34:35+00:00 September 2nd, 2011|Conversion Rate Optimisation | Goldladder Blog|1 Comment

About the Author:

Matt is a Goldladder co-founder and Director, and is not afraid to get his hands dirty on any project! With a technical background and healthy dislike of marketing in general, Matt looks towards data and conversions in a project rather than jumping on the latest bandwagon. He is Exeter based, often in London, and enjoys visiting the sharp end and exploring how the online world translates into real business for his clients. Matt has Google and Microsoft accreditations, enjoys Basecamp’s project management approach, and refuses to believe anything is real until it can be tracked in Google Analytics.

One Comment

  1. Sanjay October 5, 2011 at 3:13 pm

    Nice article. MCFR are very useful. I just wish sometimes, people would listen to reality, rather than what they think they want to hear!

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