Google recently announced that multi-channel funnels will be made available to all analytics users. The cutting edge of analytics tools gives the user the ability properly attribute conversions to the different channels in the customer online journey. As attribution has become the latest buzz word heard around media agencies everywhere, this is a very timely product for Google to roll out. What could possibly be the best two functions of the new multi-channel funnels are highlighted after the jump.
Assisted conversions:
The new analytics tool allows the website to assign a value to each step in the user journey, which helps to correctly attribute the role each channel played in each separate conversion. It also allows the website to dive deeper into any specific segment of a campaign, such as a banner ad or email offer
Top Conversion Paths:
The top conversion paths function displays how long the user journey took and how many channels they went through before converting. Google has split the results out in an easy-to-understand visual which will help to strategically align campaigns with results in order to better target the consumer. By reviewing the top-converting user journey’s and creating campaigns to capitalise on those, an e-commerce site could potentially up their sales and conversions by a large number.
This advance in the free web tracking provided by Google Analytics might be an early sneak peak into the long awaited paid version of GA that is expected by many to be unrolled in the near future.
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