[Videos] Multi-Channel Funnels in Google Analytics

[subtitle] Multi-Channel Funnels in Google Analytics [Videos] [/subtitle]

 

 

[subtitle] Transcript [/subtitle]

0:04
Google Analytics
0:05
Multi-Channel Funnels
0:08
When someone visits your site and buys something, or completes another important
0:12
action, it’s called a conversion.
0:14
In Google Analytics,
0:16
a conversion is typically credited to the last action the visitor took.
0:20
Such as the search,
0:24
referral,
0:26
or ad clicked right before the conversion happened.
0:29
But most conversions don’t happen during the first visit to your site.
0:33
More often,
0:34
conversions happen after several visits
0:37
as users take time to research the product,
0:39
consider pricing, and compare similar products.
0:43
The Multi-Channel Funnel reports
0:45
help you understand which traffic sources sent users to your site during
0:49
the consideration process.
0:51
They let you view how all your channels and marketing initiatives
0:54
worked together to create sales and produce conversions.
0:59
With Multi-Channel Funnels,
1:00
you can explore which channels and keywords tend to initiate a sales cycle.
1:05
This is known as the role of ‘first interaction’.
1:07
You can also explore which channels and keywords tend to help close sales.
1:12
This is known as the role of ‘last interaction’.
1:15
In addition, you can explore which channels and keywords visitors interact
1:19
with during the sales cycle but prior to actually buying.
1:23
This is known as the role of ‘assist interaction’.
1:27
Let’s take a look at some of the Multi-Channel Funnel reports
1:30
and examine the information they provide.
1:33
The Time Lag report shows how many days it took customers to convert.
1:37
Here you can see whether your conversions happen immediately
1:41
or whether they take several days.
1:43
By examining your goals individually you can see which conversions take longer
1:47
than others.
1:49
For example,
1:50
signing up for a newsletter on a site
1:52
involves a short consideration period, while purchasing merchandise on the same
1:56
site may involve a longer consideration period.
2:00
Path Length lets you view how many times customers interacted with the
2:03
channel prior to converting.
2:05
In this case,
2:06
customers had three or four interactions with channels before converting.
2:10
Top Conversion Paths show each sequence of interactions that led up to a
2:15
conversion.
2:16
The Multi-Channel Funnels section
2:18
also includes a report that shows how often each channel initiated, assisted,
2:23
and closed sales and conversions.
2:25
So, as you can see,
2:27
Multi-Channel Funnels help shed light on the full path users follow to
2:30
conversion
2:31
rather than just the last click.
2:35
Google Analytics
2:39
For more information on Multi-Channel Funnels and all its reports,
2:43
visit support.google.com/analytics.

 

Tagged Under: , , , , ,