Thursday, August 25, 2011

Multi-channel funnels in Google Analytics

Multi-channel funnels is a new feature in Google Analytics, allowing to see how different marketing channels interact to create sales and conversions.

For example, many people may purchase on your site after searching for your brand on Google. However, they may have been introduced to your brand via a blog or while searching for specific products and services. The Multi-Channel Funnels reports show how previous referrals, searches, and exposure to other channels contributed to your sales.

Multi-Channel Funnels reports are generated from conversion paths, the sequences of interactions (i.e. clicks/referrals from channels) during the 30 days that led up to each conversion and transaction. Conversion path data include interactions with virtually all digital channels.


These channels include, but are not limited to:

  • paid and organic search (on all search engines along with the specific keywords searched)
  • referral sites
  • affiliates
  • social networks
  • email newsletters
  • display ads
  • custom campaigns that you’ve created, including offline campaigns that send traffic to vanity URLs

The multi-channels funnels reports include the following information:

  • Summary: Number of conversions and channels that have been involved
  • Main routes: Sequence of interactions that carried out a conversion. The data can be organized according to "source" (, google, bind,...), "medium" (organic, referral, cpc, none,...), "keyword" (visitor search phrase) or "campaign".
  • Assisted conversions: Performance of traffic sources based on the number of times they have intervened in a conversion
  • Time Lapse: How slow have been your users to convert
  • Path Length: How many sources have interacted with users before making a conversion

The following video by Google provides an introduction to Multi-channel funnels:

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