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Video on brand new Google Analytics multi-channel funnels and media attribution reports (in beta)

by Christian Bartens on
Google Analytics just released a video with details on its brand new multi-channel funnels or media attribution solution that’s currently being introduced as a limited pilot. Watch the video below to see all five new reports in the new multi-channel funnels section including the overview, assisted conversions, top conversion paths, path length and time lag reports

This is a good video to watch if you just want to find out about cross-channel campaign tracking and optimisation in general, quite well done and explain, but keep in mind that the solution only includes data from direct visits and not mere banner impressions (that didn’t result in a click-through) which is a big limitation (but who knows what will happen with that, Google owns DoubleClick after all).

Anyway, even if you are a big display advertiser, you should sign-up for early access to the new reports, more insights can never hurt as long as they’re interpreted correctly.

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Comments

Brendan Chou responded:

Very helpful post. Agree about the view throughs issue but advertisers will hopefully all push Google to include this in the future.

searchmuse responded:

christian – nice articleI agree with your direct visits/ lack of view through impressions and it also has others such as only allowing for a 30 day cookie prior to the sale (hence not ideal for longer sales cycles) however this development is certainly welcome. View my article on how I believe it will change digital marketing – http://www.searchmuse.com/blog/2011/4/13/google-multi-channel-funnels.html Alternatively here is my sound bite: Now that google multi channel funnels is out of beta it will change the way, in particular, small-medium sized business track click value, it will shake up the tracking industry (e.g. the big tracking boys have got to be nervous and the affiliate marketing channel may start to move away from predominantly relying on last click attribution) and the majority of businesses should start to value the other channels that play a part in the sales funnel but are often not the last click e.g. more generic ppc clicks and social media.

searchmuse responded:

christian – nice articleI agree with your direct visits/ lack of view through impressions and it also has others such as only allowing for a 30 day cookie prior to the sale (hence not ideal for longer sales cycles) however this development is certainly welcome. View my article on how I believe it will change digital marketing – http://www.searchmuse.com/blog/2011/4/13/google-multi-channel-funnels.html Alternatively here is my sound bite: Now that google multi channel funnels is out of beta it will change the way, in particular, small-medium sized business track click value, it will shake up the tracking industry (e.g. the big tracking boys have got to be nervous and the affiliate marketing channel may start to move away from predominantly relying on last click attribution) and the majority of businesses should start to value the other channels that play a part in the sales funnel but are often not the last click e.g. more generic ppc clicks and social media.

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