The Ultimate Guide to Multi Channel Funnel Reports: A Comprehensive Overview

As a marketer, understanding the customer journey and the various touchpoints that lead to conversion is crucial. With the rise of digital marketing, the customer journey has become increasingly complex, and it’s no longer enough to simply track the last click. This is where multi-channel funnel reports come in. In this guide, we’ll take a comprehensive look at multi-channel funnel reports, including what they are, how they work, and best practices for using them.

1. Introduction to Multi-Channel Funnel Reports

Multi-channel funnel reports are a type of report in Google Analytics that allow you to see the various touchpoints that lead to conversion. They give you insight into the different channels a user interacts with before converting, including organic search, paid search, social media, email, and more. With this information, you can better understand the customer journey and optimize your marketing efforts accordingly.

2. Understanding Conversion Paths

Before we dive into multi-channel funnel reports, it’s important to understand the concept of conversion paths. A conversion path is the series of touchpoints a user interacts with before converting. For example, a user might start by clicking on a Facebook ad, then visit your website, sign up for your email list, and finally make a purchase. Understanding these conversion paths is crucial for optimizing your marketing efforts and improving your conversion rate.

3. Types of Multi-Channel Funnel Reports

There are several types of multi-channel funnel reports in Google Analytics, each providing different insights into the customer journey. These include:

Assisted Conversions Report

The Assisted Conversions report shows you the number of conversions each channel assisted with, as well as the value of those conversions. This can help you understand the role each channel plays in the customer journey.

Top Conversion Paths Report

The Top Conversion Paths report shows you the most common conversion paths users take before converting. This can help you understand the most effective combinations of channels for driving conversions.

Time Lag Report

The Time Lag report shows you how long it takes for users to convert after their first interaction with your site. This can help you understand the average length of the customer journey and optimize your marketing efforts accordingly.

Path Length Report

The Path Length report shows you the number of interactions users have with your site before converting. This can help you understand the most effective number of touchpoints for driving conversions.

4. Data Discrepancy between Multi-Channel Funnel Reports and Other Reports

It’s important to note that multi-channel funnel reports may show different data than other reports in Google Analytics. For example, the conversion rate in a multi-channel funnel report may be lower than the conversion rate in a standard conversion report, since it takes into account all touchpoints, not just the last click. Understanding these discrepancies is important for accurately interpreting your data.

5. Conversion Path Analysis

One of the key benefits of multi-channel funnel reports is the ability to perform conversion path analysis. This involves looking at the various touchpoints in a conversion path and identifying areas for optimization. For example, if you notice that a high percentage of users drop off after visiting a certain page, you may want to optimize that page to improve the user experience.

6. Segmenting Conversion Paths

Another powerful feature of multi-channel funnel reports is the ability to segment conversion paths. This involves breaking down the customer journey by different criteria, such as device type, location, or traffic source. This can help you identify patterns and optimize your marketing efforts accordingly.

7. Best Practices for Multi-Channel Funnel Reports

To get the most out of multi-channel funnel reports, it’s important to follow a few best practices:

Use Custom Channel Groupings

Custom channel groupings allow you to group channels together based on your specific marketing strategy. This can help you get a more accurate picture of the customer journey and better understand the role each channel plays.

Focus on Macro Conversions

While micro conversions (such as email signups or social media follows) are important, it’s crucial to focus on macro conversions (such as purchases) when analyzing multi-channel funnel reports. This will give you a more accurate picture of the customer journey and help you optimize your marketing efforts accordingly.

Use Conversion Value

Conversion value allows you to assign a dollar value to each conversion. This can help you understand the ROI of your marketing efforts and optimize your budget accordingly.

In conclusion, multi-channel funnel reports are a powerful tool for understanding the customer journey and optimizing your marketing efforts. By analyzing the various touchpoints that lead to conversion, you can identify areas for improvement and optimize your marketing strategy accordingly. By following best practices and using the right tools, you can get the most out of your multi-channel funnel reports and drive more conversions.