If you use Google Analytics, you are probably familiar with the Conversions section (especially if you work for an ecommerce site dealing with monetary goals and revenue). But are you familiar with the Multi-Channel Funnel report?
The Multi-Channel Funnel Report is a great way to evaluate how your audience is interacting with your organization’s marketing across various channels like display advertising, retargeting, social media marketing, paid search, etc. With these reports, you can find valuable insights about which channels are most effective and which need more fine-tuning.
In order to be able to utilize the Multi-Channel Funnel report, ecommerce tracking must be enabled. This is also a requirement for goals and ecommerce reports, so if you’re already using either of those you are all set to view multi-channel functions. If not, you simply need to place another snippet of tracking code where you originally placed the base Google Analytics tracking code in your site”s source code. Visit the Google Analytics support topic How to Set Up Ecommerce Tracking to see how this implementation is done.
Once you have implemented your code, you are ready to dive into multi-channel reporting.
While they may seem daunting at first with all their various colors and boxes, there’s no reason to feel intimidated. These reports can be extremely useful for companies running multiple types of campaigns from many different sources.
Knowing which advanced segments and filters to apply makes it easy to visualize the effect certain channels have on any other channel. You can use this information to improve conversion rates or optimize advertising spend. You can even discover which channels, campaigns, and sites drive the most conversions.
The first report you’ll see is the Overview, which simply shows a snapshot of the number of conversions over time accompanied by a Venn diagram of channel interaction. Mouse over the circles to display the percentage in each section of the diagram.
You can check or uncheck channels in the Multi-Channel Conversion Visualizer to include more or fewer channels in the diagram, but choose wisely! There is a 4-channel limit.
Below, you can see that display makes up 29.50% of the total conversions, and display and paid search together make up 5.61% of the total conversions. This summarized report may be good enough for some, but there are more useful reports so let’s keep investigating.
Assisted Conversions Report
The next report option is the Assisted Conversions report. You can use this report to see which channels are driving the most conversions by both the raw number of assisted conversions and the monetary value attached to these conversions.
There are several types of conversions defined by GA, but for the purpose of this blog, I will only focus on click and impression assisted types.
A click assisted conversion takes place when a visitor clicks a certain type of campaign before landing on your site and converting.
For example, someone may conduct a Google search for Company X that is currently running a paid search campaign. The first search result is an ad. When clicked, the ad brings the visitor to Company X’s website much like an organic search result would, but with an appended paid search campaign ID. If that visitor converts during that visit, GA documents that as a click assisted conversion attributed to paid search.
The table below shows each channel and the number of conversions it spawned. In other words, these are the number of conversions in which that channel was the most recent exposure, or “last touch.”
An impression assisted conversion represents a visitor converting on your site after being exposed to a specific channel of advertising, but not necessarily clicking the ad. Impression assisted conversions can only be applied to display advertising because no other channel can measure the effect of viewing and subsequently converting without an actual click.
Top Conversion Paths Report
The third report option is called Top Conversion Paths. This report breaks down the number of conversions and their value for each channel. Unlike the Assisted Conversions report, which only displays the last touch, Top Conversion Paths displays all previous touches in addition to the last touch.
The default view has all conversion types selected, only path lengths of two or more touches, and all types of advertising media. The box for “include impressions” is checked by default, which displays impression assisted conversions in the results.
You can toggle the selected conversions by clicking the box and selecting or deselecting goals from the drop down menu. To see conversions from channels with only one touch point, you can choose to include paths of all lengths, instead of the two or more default.
If you use AdWords or DFA (DoubleClick for Advertisers), you can customize your data to only show those campaigns by clicking the AdWords and/or DFA buttons.
By default, the line items show paths defined by the basic channel grouping, number of conversions and conversion value generated by each path. The highlighted path in the example below has two display touches and ends with a referral touch. This means that these visitors viewed two display ads, then visited your site via a referring website and ultimately converted. There were 1,489 conversions that followed this pattern.
NOTE: Conversion value is not the revenue generated by a purchase. It is a specific goal value you can customize in the admin section.
The eyeball icon in the display touch box means that this was a display impression, not a click. Clicks will have a display touch without the icon, like this:
If you only want to see click assisted display touches and filter out impression assisted display touches, simply un-check the “include impressions” box. This can be useful to determine whether view-throughs and click-throughs differ at generating leads, and which is more effective.
Stay tuned for Part Two, where I will cover the rest of the Multi-Channel Funnel reports.