Just last week Google released a new feature in Analytics, called Multi Channel Funnels, that allows you to see the entire sequence of actions a user goes through to convert on your website.
Traditionally Google Analytics would only attribute conversions to the last click the user made to enter the website. This may be through your paid search, social media networks or even your email marketing campaign. We have never been able to see if a user came through multiple channels before making a purchase, or putting in an enquiry… but now we can!
Product manager for Google Analytics Bill Kee wrote: “When a customer buys or converts on your site, most conversion tracking tools credit the most recent link or ad clicked. In reality though, customers research, compare, and make purchase decisions via multiple touch points across multiple channels.”
Now, thanks to the Multi Channel Funnels, we are able to view the complete track record of the user over a 30 day period. This means that if someone originally came through to your website from your Facebook page and then left, but came back a couple of weeks later through your Google AdWords campaign and then left again, and finally came back a week later through a remarketing campaign and DID convert, we are now able to see that path and really see the affects of an integrated marketing campaign.
What does this mean for your marketing campaigns? Well it will now give you the information you need to understand how one form of marketing it complementing another. Integrated marketing is the way of the future and we are now able to accurately track it.