Who said last click did all the work?
Marketers have long been using Google Analytics and similar tools to track where sales or conversions come from. When a customer buys something from your site, most of these conversion tracking tools credit the last link or ad clicked (effectively the last click). In reality, most consumers spend more time researching and comparing products before making a final decision. This method can see them engaging with different online marketing channels before ultimately making a decision.
With this in mind, Google have introduced Multi-Channel Funnels for all Google Analytics users to study. The new reports will give marketers a full view of the customer's path to conversion over a 30 day period instead of just showing the last click. Most digital media channels will be shown, including paid and organic search, affiliates and social networking sites as well as a few others.
Marketers will now have a greater insight into the purchasing habits of a site's consumers and will be able to see if there are any other channels that have contributed to a sale or conversion. We encourage all Google Analytics users to have a look at these reports. You could find some valuable insights about where you can reach your online customers.