Multi-Channel Funnels in Google Analytics
It goes without saying that it is absolutely essential for marketers to understand each online interaction that contributed to the conversion. As it stands currently, cross channel reports are only available in a limited pilot in Google Analytics. This is hardly a new concept, but with the distribution power of Google Analytics it means a significant group of advertisers will get access to this type of data for the first time. Most larger advertisers have had this data for some time now, but there is lots of unexplored potential.
This could well represent the next step in the evolution of cross channel thinking if/when this data is unleashed on the masses. Google Analytics is now used by small and large budget advertisers alike and has by far the greatest reach, particularly on smaller sites. An estimated 87% of companies were using Google Analytics in 2010 with around 38% thought to be using it as their standalone package. Source: Econsultancy Online Measurement and Strategy Report 2010. So cross channel intelligence will no longer be the preserve of the rich and famous. Expect the pace of knowledge and community learning to quicken.
It’s an interesting but inevitable move for Google. Many think this data will erode paid search budgets and move to other channels like display, social and natural search. Others suggest that generic paid search will actually benefit. Aside from this debate, it’s pretty clear that Google know any analytics package without cross channel insights may struggle to stand up whether free or not. In truth it’s a reactive move and another damning diagnosis for last click.
Check out Google’s video Introducing Multi-Channel funnels for further information and discover how this deeper level of insight can help inform your business’ marketing decisions.
