Have you ever wondered how customers end up on your website? Where they were before they made their decision to buy your product? What your best marketing strategy is for bringing in new (and existing) customers to your website? Google can now answer your questions. Google Analytics introduces Multi-Channel Funnels (mostly for e-commerce websites). When someone visits your website and does something you want them to do, like visit a specific page or buy your product, this is called a conversion. Usually the last item that is clicked on gets all the credit, like an ad, a search, or website referral. Your Analytics can now show what channels (i.e. social media, email blasts, organic searches, paid searches, banner ads, keywords searched, etc.) customers interacted with during the 30 days prior to their purchase. Awesome right? You can now view all of your digital marketing channels in one place.
Marketing channels are like assists. Think of the channels as a basketball team: in a game, it takes more than one player to score a goal. The coach (meaning the marketing director/owner of business/etc.) would like to see how each player assisted and interacted with each other in the score, so that he can set the players up in the correct position to continue to score again and again. This is what this new funnel does. It has different reports that can show you snapshots of interactions, conversions, and their paths made.
These paths consist of:
Overview: total number of conversions, and conversions with assists before last click.
Path link: see if conversions happen because of previous paths.
Time lag: amount of time customers take from the first channel interaction to the conversion.
Top paths: show the different routes customers take before the conversion and how the channels work together to bring you conversions. You can view paths through filters like campaigns or keywords to see popular paths and find out what works best for your company.
Assisted conversions: see which specific keywords, channels or campaigns helped and how.
“Your customers research, compare, and make purchase decisions at different times and in different places, so measuring return solely based on the last click gives an incomplete picture and potentially misses important insights about how you reach your most valuable customers.” (To read more, click here). For more help in the Multi-Channel Funnels, e-mail us and we will be sure to answer all of your questions!
Click play on the video below for Google’s Multi-Channel Funnel video.