Google Analytics Reveals Multi Channel Funnels

Posted on 20. Apr, 2011 by in Digital Marketing



*”Note: Google Analytics has let us know that the feature called Multi-Channel Funnels discussed in this blog post is in limited pilot. That means that Google Analytics is testing the feature and its usefulness to a small group of trusted testers, and have not made any plans or a timeline for a full launch.”*

So, Google has launched a limited pilot release of Multi-Channel Funnels. This could possibly be the biggest news for users of Google Analytics since it was first launched as a free product – designed to allow users insight into the customer journey beyond the last click.

This type of data goes by a number of names:

  • marketing mix analysis
  • exposure to conversion
  • long tail analysis
  • beyond the last click

Essentially this allows insight into the campaigns and keywords that users interact with during the conversion cycle when this cycle can involve more than one visit. Often this means looking at how customers are interacting with different combinations of channels or keywords, sometimes transitioning from one to another:

This helps to answer critical campaign questions such as:

Watch the Google Video explanation here:

[youtube]Cz4yHOKE5j8[/youtube]

Look out for further posts from us where we will show you how to get the most from this data.

In the meantime let us know your thoughts. Is this the biggest news for Google Analytics users since the tool was launched?

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