Google Analytics Multi-Channel Funnels – Great Improvement for Tracking Conversions

 
 

With the recent barrage of updates we have seen from Google it is no wonder that today they rolled a new one to Google Analytics. Earlier today Google announced a new update to the +1 button, and a few days after the new sessions measures in Google Analytics we now have multi-channel funnels for all users.

As you can see in Google’s announcement[1] all you need to do is have a goal set or have enabled e-commerce tracking and you will be able to see conversion reports from all sources for the past two weeks with a promise to encompass the reports from January 2011 very soon.

What does this mean for your business and your website? Well, until now we have been able to see only the last click, the last source that brought the conversion for your website, which was kind of limited. With multi-channel funnels you will be able to see the entire path that lead to the conversion and give you more insight into your customers and their online behavior before they make a purchase, and this way you will be able to pin point the best course of action and promotion methods to increase your conversions.

If you want to find out more about the multi-channel funnels and updates in Google Analytics you can subscribe to the free Google webinar[2].

References:

1. Introducing Multi-Channel Funnels: discover untapped opportunities in your conversion path - http://analytics.blogspot.com/2011/08/introducing-multi-channel-funnels.html

2.  Google Analytics Multi-Channel Funnel Webinar - https://docs.google.com/a/practicalseo.org/spreadsheet/viewform?formkey=dEpqNHVLUncxWVIxWDVwbXk1Z3Z4YkE6MQ&ndplr=1

3.  About Multi-Channel Funnels - https://www.google.com/support/analyticshelp/bin/answer.py?answer=1191180

Zac is a link building specialist and a seasoned SEO professional. He manages a team of link builders and actively promotes some of Australia's biggest brands. Zac is an active blogger and also maintains Dejan SEO's news and updates section.

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One Response to “Google Analytics Multi-Channel Funnels – Great Improvement for Tracking Conversions”

  1. zac – nice article!

    Nice to see that Google multi channel funnels is out of beta and free for
    all. It’s still not ideal e.g. the solution only includes data from
    direct visits and not mere banner impressions (that didn’t result in a
    click-through) and only allows for a 30 day cookie prior to the sale
    (hence not ideal for longer sales cycles) however this development is certainly
    welcome.  

    View my article on how I believe it will change digital marketing – http://www.searchmuse.com/blog/2011/4/13/google-multi-channel-funnels.html

    Alternatively here is my summary: The way, in particular, small-medium
    sized business track click value, it will shake up the tracking industry (the big players and affiliate marketing) and the majority of businesses should start to value the other
    channels that play a part in the sales funnel but are often not the last click
    e.g. more generic ppc clicks and social media.

     
    • Paul Morris

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