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Brian Pasch

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Know Your Top Conversion Influencers

A promising new feature in Google Analytics will show which combination of websites influenced consumer behavior prior to a conversion action on your website. The feature is called Multi-Channel Funnels.

This new data-reporting tool inside of Google Analytics will give business owners tremendous insights into the top influencing websites or media platforms that yield a website conversion. This data will help dealers fine tune online marketing decisions based on which channels assisted and/or produced more conversions.

In the past, dealers using basic Google Analytics data would only know the last website a consumer visited prior to a website conversion. This is known in Google Analytics as “referring websites”.

Multiple consumer touch points and communication tools influence a conversion. With Multi-Channel Funnels, you will be able to see that your newsletter email was read, which encouraged your customer to click on a link to your blog, where they read an article which encouraged them to click on a link to your website where they decided to submit a lead.

With Multi-Channel Funnels you can see all the “players” that assisted with the conversion. Google has produced a video to describe this new feature. In their first video, they use the analogy of a basketball team. The players will assist the shooter who makes the final goal so when you find the right “team” that makes more goals, you will want to replicate that organization.

In the same way, once you see which communication channels (blogs, videos, press release, Facebook, etc.) are involved in producing the highest conversion paths, you can focus on enhancing that success funnel.

From the Google website:

"Multi-Channel Funnels in Google Analytics will show which channels your customers interacted with during the 30 days prior to converting or purchasing. Conversion path data includes interactions with many media channels, including clicks from paid and organic searches, affiliates, social networks, and display ads.

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
  • any custom campaigns that you’ve created. “

 

I'm very excited about this new opportunity because it will start to shed light on how your digital marketing investments are influencing your customers. For example, you would be able to see if consumer visited Cars.com or Autotrader.com which introduced your dealership name in the past 30 days prior to coming to your website and submitting a lead.

You would be able to see if consumers watched your videos, visited your Facebook page, or read a press release prior to coming to your website and submitting a lead. With Google Multi-Channel Funnel you will be able to start ranking and rating your top influencing mediums, websites, and advertising partners.

This new opportunity to analyze your website visitors and behavior is being rolled out on a limited basis. You can request early access to Multi-Channel Funnels by visiting: https://services.google.com/fb/forms/AnalyticsFunnelSignup/

Multi-Channel Funnels in Google Analytics Video


This first video is an easy overview:


 

This is a more detailed video on reports


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