If you have dived into the world of Google Analytics (GA) you know you there is an impressive array of features and function to help you better define your reporting goals. One function that I have particularly interesting is the Multi Channel Funnel on the reporting page.
Check out this video on the Multi-Channel Funnel function that gives a great overview:
Without using the Multi-Channel Funnel function in GA all conversions and Ecommerce transactions are credited to the last source used before the user attained a pre-set goal. However, as a marketer it is important to understand the full path of how the user got to your site. It shows how the user came to your site through the various marketing channels, such as starting on a blog, going to a company’s Facebook site, and then arriving at the website. The Multi-Channel Funnels reports show how previous referrals and searches contributed to sales or goal conversions.
This funnel can really show which media channels are acting as great assists and which media channels are getting the user to the page – all important data! I’d recommend including this report into your data analysis mix in order to get a fuller understanding of your high performing media channels.