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Google have announced that multi channel funnels are now available in every profile. This functionality is a whole new area within the updated interface that enables you to see each touch point on the site before a conversion.
Previously data in Google Analytics only reported on the last click before a conversion, which meant that if people found your site through social media, or long tail organic searches but came back to your site via a brand search the conversion would only have been attributed to the brand search.
To use multi channel funnels, make sure you’re using the new interface (link at the top) then click My Conversions and select the drop down for Multi-Channel Funnels. The overview shows you which channels have helped towards conversions but the most exciting data is in the Top Conversion Paths report (in my opinion). Here you can see which routes people took before completing a conversion and you can choose to show all conversion data or specific goals one at a time.
One hidden area here that gives you a very good insight in to your user behaviour is if from the Top Conversion Paths page you click ‘Other’ from above the data and then select Keyword (Or Source/Medium) Path from within Traffic Sources. This then tells you the keywords that were used rather than just stating Organic Search or Paid Advertising.
Google have also provided some default Conversion Segments which you can select at the top, these enable you to segment the data by certain factors such as all those with Organic first click. You can then compare these alongside each other which is beneficial for identifying which type of search result generates the most initial leads by comparing First interaction is Paid Advertising to First interaction is Organic Search.
Another nice feature is that you can create your own groupings so that the channels mean more to you. Here is an example of a brand versus non brand grouping that easily colour codes your different segments so you can see which is more prominent. To set these up navigate to Channel Groupings and click create, then you can set up groupings in a similar way to setting up advanced segments by choosing your dimensions.
The Path Length report does exactly what it says on the tin and shows you how many times a user came to your site through all the different methods before converting. A Similar report is also available for the time it takes before a conversion.
This only touches the surface of the functionality, but is already very helpful for identifying which channels are valuable to you before a conversion. We will be following up this post with a video walk through, but for now I suggest you get in there and have a play around with the data to see what you can find out about your accounts.
Last month, we tuned in to listen to our very own Samantha Noble become a radio star. As a guest on Xan Phillips’ The Business on Voice FM, a programme dedicated to promoting the good news stories about business from the Southampton area and beyond, Sam shared her insights into paid media.
The Drum Network has launched a new initiative called ‘Create Britain’ which aims to show the world that Great Britain is still an awesomely creative marketplace, despite Brexit.
Create Britain is an online interactive map that invites businesses from the creative industry to contribute a short video to claim their own pin on the map that links to their video clip. The video clips need to answer one question: ‘What makes British creativity so great?’.