When a customer buys or joins a website, many tracking tools give credit to the link or advertising that was last clicked. But the reality is that the client performs a series of actions before making the final purchase decision, for example, compares and analyzes several points for which he uses multiple channels. In this way, the seller, upon receiving the information that what produced the sale was the last click on a link or advertising, is receiving an incomplete photo, and as a result loses an important opportunity to know the true steps that led to the client to be defined.
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Aware of the reality of this situation, Google has developed the Multi-Channel Funnel tool within Google Analytics, based on the fact that a purchase or conversion is not exclusively the product of the last click, but that multiple channels contribute to it, allows the seller to obtain a report that shows the actions in the last thirty days that the client made before making the final click.
This new tool is very useful for sellers and especially for companies that carry out advertising campaigns and must efficiently control their ROI. Up to now, Google Analytics has automatically tracked all the references and search queries that have sent traffic to your website, being able to customize the links by manually adding tags to the end of the URL. The tags work from to variable-value pairs and contain the information that identifies a campaign. For example, the utm_campaign = spring tag is an identifier for the spring campaign.
Now with Multi-Channel Funnel five new reports are received:
Multi-Channel Funnels Overview: A summary showing the conversions in which more than one code was involved, and nine colors to help visualize the conversions in a Venn diagram to help see the overlapping actions in the conversion.
Assisted Conversions Report: This report shows all conversions within a selected time period. You can choose the presentation by Code, Medium, Channel, first or last interaction, and other factors.
Top Conversion Paths Report: This report allows you to see which keywords or AdWords campaign has had a better performance.
Time Lag Report: Time Lag allows you to see how many days of conversions you want to report. At present, Google only displays a period of 30 days.
Path Length Report: This report indicates how many visits have been needed for the customer to make a purchase. Visits can come from any source.