Hi everyone, I'm Krista Seiden,
Analytics Advocate at Google and today I'm joined by
Dan Stone who is a product manager on Google Analytics.
In this Quick Tip video Dan is going to walk us through
the Multi-Channel Funnels Reports in Google Analytics.
Now these are really important because they can
actually give you more insight into that customer
journey before they actually go ahead and
convert on your website.
So with that, I'm going to go ahead and turn it over to Dan.
Thanks Krista.
Alright, so the first thing to look at is in the
Conversions tab on the left-hand side of your screen
you'll see multiple sections and
one of them is labeled Multi-Channel Funnels.
Now these can be a really powerful way
to gain additional insight into what
your users are doing before they convert,
and of course it really benefits
if you have set up multiple different
conversion types in Google Analytics
so that you can look at what users are doing
before they convert.
So looking at the layout here you'll see
a couple different tabs. There's an overview that
basically summarizes what's in the rest
of Multi-Channel Funnels.
And one thing to note is that throughout all of these
reports there's a Conversion picker at
the top that by default has selected all
of your conversions that you've defined.
So if you've defined a lot of different goals
you might want to start by turning them off
otherwise you'll see a really high conversion rate.
often I just focus on transactions.
So I'm going to start by looking only at transactions
during this date range.
You also have a filter where you can
choose only transactions that were
touched by one of these particular channels.
Although this has some quick filters for
google channels it also includes
non-google media as long as you've set
up your campaign tagging properly.
So navigating through these reports
you'll see an assisted conversions report
which can be helpful for some marketers where
you want to understand for each channel
how does it play in the users conversion funnel.
And what this basically reports
is the number of times where
this channel drove and assisted conversion
which was where the channel touched the user
before the session in which they converted
versus how many times
did this channel drive Last Click Conversion.
In other words when this channel was the
last non-direct channel to touch this user
before they converted.
And some marketers like to use this Assisted
versus Last Click ratio to understand how high or low
in the funnel a particular channel is playing.
Now moving on through the reports,
one of my favorite reports is
the top conversion pads report
where you can see the actual sequence of channels
that resulted in conversions.
And you can actually look at every single
combination of channels that resulted in conversions here.
So the way to read this is for example in row six
there was a sequence where there was an
organic search followed by a referral
that resulted in 57 conversions and
$3000 dollars of conversion value
during this time rich.
And again, this is using my conversion type selected
which is only looking at transactions.
You also have an option to choose a different
path lengths here so maybe you only want
to look at path length three or more
or 10 or more even.
And once we start talking about path lengths
the next to reports can be really useful to
understand how long does it take users
to convert on average.
That's where the time lag
and path length reports come into play.
So these are pretty straightforward
but they can be really powerful and understanding
how long it takes users to convert.
So time-lag breaks down your conversions by how long
from when they were first seen did they take to convert.
And in this example we can see that about fifty percent
of conversions happen in the same day
so in other words users visit and then
within one day they convert,
but we also see that there are thirty percent of
conversions that actually take 12 to 30 days to convert.
So this is really interesting because it
means that there are a significant number of my
purchasers who are not
purchasing at first and who might benefit
from some reengagement tactics like remarketing.
The other way of looking at this,
aside from Time Lag, is looking at the Path Length.
So instead of looking at time to conversion
this is looking at the number of touch points or
channels that were involved before the user purchased.
And this might happen in a single day
or it might happen over multiple days,
but it provides you
another way of breaking down this data
to understand what does your
path to conversion look like.
Аnd so here I'll see that 31 percent of conversions
happened in just a single touch point,
and this is during this particular time range,
and then when I look at 12 touch points
I'll actually see that 10 percent of my conversions
had 12 different touch points
between when they first visited in this time range
and when they purchased.
So all-in-all this section of analytics reporting
can be a really powerful way to gain more insight into
what your customers are doing
from when they first visit you too when they
ultimately purchase or convert anywhere in between.
Yep, that was a really great overview.
Thank you Dan.