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The Multi-Channel Funnel

What is the multi-channel funnel?

The multi channel funnel report appeared in Google Analytics around 2 years ago.

The purpose of it is to show the interaction between your traffic streams with relation to your goals.

This can help you assess the true value of your advertising streams.


How do I set up/configure the report?

Good news! You don’t have to set it up, it’s already configured.

The only stipulation is that the report only works reporting against goals that you have already created in Analytics.


Where is it?

If you look down the bottom left hand side of the main Analytics reporting screen, you’ll see it under conversions.

Multi Channel Funnel 1

What does it look like?

There are 5 sections:


1) Overview:

This does exactly what it says on the tin. A quick overview of how many conversions you have had, how many of those had assisted clicks and which traffic streams were involved.

Multi Channel Funnel 22) Assisted Conversions

This shows a graph of assists to last click conversions for each channel grouping.

Multi Channel Funnel 3
3) Top Conversion Paths

This is the report I find most useful, it gives a break down of conversion paths by channel grouping. This can be drilled down into, to give specific source/medium of the clicks.

Multi Channel Funnel 4

4) Time Lag

This shows the time lapsed between the ad first showing/being clicked to the conversion happening. This can be surprisingly high for high value conversions.

Multi Channel Funnel 5

5) Path Length

This report gives a breakdown of the number of steps involved in conversions.

Multi Channel Funnel 6

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