Google Analytics product update to Multi-Channel Funnels

A well-used tool by the teams at Equator, Google Analytics released an update to their Multi-Channel Funnels this month with a view to delivering even further value to marketing channel analysis. In order to maximise visibility, the Channel Groupings categories have been expanded, breaking down ‘Paid Advertising’ into Display, Paid Search and Other and the Social Network channel now constitutes a longer list of referral domains. That’s nice...but what does it mean for marketers?

A well-used tool by the teams at Equator, Google Analytics released an update to their Multi-Channel Funnels this month with a view to delivering even further value to marketing channel analysis.

In order to maximise visibility, the Channel Groupings categories have been expanded, breaking down 'Paid Advertising' into Display, Paid Search and Other and the Social Network channel now constitutes a longer list of referral domains. That's nice...but what does it mean for marketers?

Well for one thing it means any PPC display advertising (re-marketing, contextual targeting, placement targeting) can now be analysed at a deeper level. In past years, unless you've had a Display Network campaign that delivers conversions directly; attributing return to spend on such activity wasn't easy. With the addition of view-through conversion tracking, users simply viewing your image ads on their travels through the web (who later converted on your site) could be detected and impact from your investment attributed. Now being able to pinpoint your display activity amongst cross-channel journeys will not only serve to inform display strategy but give marketers a further understanding of the reach of their display investment.