A recently introduced feature is already gathering a lot of attention on the web – the new multi-channel funnel. Now the web marketer can track back and see where all users are coming from, what are they doing on their site and which web channels are assisting the conversion process.

1. Google Analytics – Prabhvir Sahmey November 26th,
Multi Channel Funnels 2011
Background
A recently introduced feature is already gathering a lot
of attention on the web – the new multi-channel funnel.
Now the web marketer can track back and see where all
users are coming from, what are they doing on their
site and which web channels are assisting the
conversion process.
This gives attribution of the clicks the much needed
attention.
But does it really help solve the web marketer
challenge?
Details
Trivial questions such as - what role did prior website referrals, searches and ads play in
that conversion? How much time passed between the visitor's initial interest and his or her
purchase? – can now be answered.
Google Analytics sets up a 30 days cookie window to track each of the online conversion
channels and reports them in easy to read graphs and charts.
It not only builds the click path but also how much each of the clicks contributes to the
final conversion, termed as – assisted conversions.
Setting it up on your Google Analytics account is simple. You need to ensure the following:
1. You have setup Goals or Ecommerce Tracking is enabled.
2. Ensure that your campaigns are tracked properly by using GA Tracking codes.
Currently the data is only available for the last 2 months; but moving forward Google plans
to provide data from Jan 2011 onwards.
Implications
We can argue that this helps complete the assisted / path to conversion conversation.
However Google Analytics Multi Channel Funnel does not track your impressions being
served via your online media plans. Thus, the tool is great at building the click path; but
lacks the ability to augment data from exposed users – where did the user see your ad;
what channel, etc.
If you are interested in the greater attribution, Mindshare brings on board the expertise to
leverage data insights with business models, online (Click & Exposed) media attribution –
which takes digital media marketing to a new dimension. Reach out to your Mindshare
partner to get ahead of the curve.