Google Analytics have taken their ‘multi channel funnels’ out of beta and launched it fully.
What is it? This means for any ‘goal’ (e.g. a sale) you can view every channel that contributed a visit over time, and the time lapse between visits.
Take the following example of how a user researches a product prior to purchase;
Visit 1 : Banner (research product)
Visit 2 : Paid Search (research product)
Visit 3 : Organic search (purchase product)
Previously in Google Analytics you would only see that Organic Search drove the purchase (i.e. the last visit)
Now we can now see this full path over time. i.e. “the banner drove initial awareness, paid search contributed, then organic drove the purchase”
Why do I care?
– Optimised campaign and media planning (i.e. how to phase your message)
– Recognition for the initial and in-between sources
– Far better understanding of how users engage prior to goal completion
– How long passed between 1st, mid and last channel
This is a huge offering for Google Analytics, and traditionally how paid services (Omniture) differentiate from them.
