Google Analytics Introduces Multi-Channel Funnels to Analyse Visitor Behaviour

Website Analytics October 6th, 2011


Google Analytics Introduces Multi-Channel Funnels to Analyse Visitor Behaviour

Earlier this year Google announced the availability of the new version of Google Analytics for users across all languages. With tons of new features to help you analyse visitor behaviour Google Analytics is taking measurability to a new level, if you haven’t tried it then we encourage you to try the new updated version. Among the recently launched features that have attracted a lot of attention are Multi-Channel Funnel Reports.

Introduction to Multi-Channel Funnels

Before we begin, let’s define Multi-Channel Funnel. Accurately measuring conversions is crucial for driving sales and is one of the most important features of an ROI based marketing effort. When a visitor converts or a makes a purchase on your site it’s very important to track the route that leads them to take the action. Often times customers do not convert on their initial visit; it sometimes requires multiple visits from different sources to trigger a conversion. Marketers who track only the latter will miss out on important opportunities; this is where Multi-Channel Funnel Reports become a great measurement tool.

Initially Google Analytics only measured the path that closed the sale, but with the Multi-Channel Funnel reports of all the sources and digital channels that have impacted the conversion decision can be measured. For example, if a visitor comes to your site through paid & organic searches, affiliate sources, social media ads (Facebook ads, Twitter sponsored tweets etc.) or digital channels you can begin to understand how these channels work together to create sales and conversions. In the Multi-Channel Funnels reports, channels are your sources of traffic, take a look at the various channel labels as a part of basic channel grouping.


This set of five pieces in the new Google Analytics report i.e. Overview, Assisted Conversions, Top Conversion path, Time Lag Report and Path Length can provide detailed insight on the conversion path over a 30 day period.

How to Analyse the Multi-Channel Reports (Five Piece Report)


The Multi-Channel Funnel overview shows the summary of the Conversions data, Assisted Conversions data and the percentage of the conversion path using Multi-Channel Conversion Visualizer.


Assisted conversion provides in-depth assisted interaction analysis over a fixed period of time; this report also shows as to how organic results assist in creating a conversion.


In the above screenshot you’ll notice that Direct and Organic Searches have assisted 4 conversions. This report also shows how effective your SEO, social media, email marketing efforts are in creating conversions for your business.


The Top Conversion path multi-channel funnel report shows top conversion path across different channels. Over here you can find a wide variety of sorting options and can be very useful to analyse which keyword or AdWords campaign are yielding maximum results.



The time lag report helps you analyse the number of days for each conversion to take place and their conversion value.


The path length shows the number of visits or interactions that are required for a regular conversion to happen – this covers all the sources and channels.

How Different is Multi-Channel Funnels Reports from the AdWords Report?

When looking closely you may notice discrepancies between the CPC data in your Google AdWords account, AdWords campaigns report and the Traffic Sources reports.

Well, that’s because they’re generated from different sources and actually report different information. Google AdWords does provide details on clicks, impressions and helps you to calculate your CTR (click through rate), but creating a user-defined conversion segment using the Multi-Channel Funnels can help you to wholly understand the relationship between paid search and organic channels.

A Few Things to Consider Before Analysing Your Reports

To effectively view the reports and understand visitor behaviour you need to use the campaign tracking method accurately. You can easily set up tracking using the Google URL Builder Tool.

Multi-Channel Funnel reports provides online marketers full insight on the conversion path within a time period of 30 days, unlike the standard Google Analytics “last click” model.

View through conversion data is not included in this report, it only includes a report of the clicks.


These reports provide increased clarity for online marketers, helping us measure our campaign performance and report the value of our services!

Post By Mahesh (11 Posts)

Mahesh as been applying his Internet Marketing and Web Analytics skills for over 6 years and has been sharing some of that experience here on the TechWyse blog!

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Mahesh as been applying his Internet Marketing and Web Analytics skills for over 6 years and has been sharing some of that experience here on the TechWyse blog!

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