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  • The Multi-Channel Funnels reports allow you to answer questions about how your marketing

  • channels work together over time to drive sales and conversions.

  • During this lesson we will review: how conversions are credited in the Multi-Channel

  • Funnels reports, the difference between first, assist and last

  • interactions and how to navigate the reports in general

  • In order to see data within the Multi-Channel Funnels reports, you first need to set up

  • Goals, Ecommerce tracking or both.

  • Remember, in Google Analytics, conversions and ecommerce transactions are typically credited

  • to the last campaign, search, or ad that referred the visitor when he or she converted. This

  • is called last-click attribution and is how conversions are attributed in most Google

  • Analytics reports, like the Acquisition reports and the AdWords reports.

  • But it's likely that prior marketing activities, besides the last one, influence many of your

  • users' conversions, and that at least some conversions happen as a result of multiple

  • visits over a period of days, weeks, or even months.

  • The Multi-Channel Funnels reports allow you to answer questions about how your marketing

  • channels work together over time to drive sales and conversions, rather than giving

  • all the conversion credit to the last click.

  • The information in these reports is generated from conversion paths, which contain the sequences

  • of visits that lead up to each conversion and transaction. By default, only interactions

  • within the last 30 days are included in conversion paths, but you can adjust this time period

  • from 1 to 90 days using the "Lookback Window" selector at the top of each Multi-Channel

  • Funnels report.

  • Conversion path data includes interactions with virtually all digital channels. Google

  • Analytics will automatically create channel groups such as:

  • direct organic and paid search

  • referral sites social networks

  • display advertising email

  • It is highly recommended that you customize the default channels to better align with

  • your marketing activities. For more information on customizing channels in the Multi-Channel

  • Funnels reports, check out the resources in this lesson.

  • In the reports, channels are credited according to the roles they play in conversions -- how

  • often they assisted or completed sales and conversions.

  • A channel can play three roles in a conversion path:

  • "Last Interaction" is the referral that immediately precedes the conversion.

  • "Assist Interaction" is any referral that is on the conversion path, but is not the

  • last interaction. "First Interaction" is the first referral

  • on the conversion path; it's a subset of the assist interactions.

  • Now let's take a look at the Assisted Conversions report. The Assisted Conversions report summarizes

  • the roles and contributions of your channels. To calculate the metrics in this report, Google

  • Analytics looks across all the conversion paths for the conversions you're analyzing.

  • The Assist metrics summarize the number and monetary value of sales and conversions that

  • a channel assisted. The Last Click metrics show conversions and

  • revenue that the channel closed or completed. The First Click metrics show the number and

  • value of sales and conversions a channel initiated.

  • In the Assisted Conversions report, you'll see a ratio of assisted conversions to last

  • click or direct conversions for each channel. This ratio summarizes a channel's overall

  • role in the conversion process. A value close to 0 indicates that a channel

  • completed more sales and conversions than it assisted or initiated.

  • A value close to 1 indicates that the channel equally assisted and completed sales and conversions.

  • The more this value exceeds 1, the more the channel assisted sales and conversions.

  • The Top Conversion Paths report shows all of the unique sequences of channel interactions

  • that led to conversions, as well as the number of conversions from each path, and the value

  • of those conversions. This allows you to see how channels interact along your conversion

  • paths. As you look through the list of paths, you may find repeated patterns that give you

  • insights into how to most effectively market across channels.

  • The channels in the path are labeled according to the MCF Channel Grouping by default, but

  • you can change the labels by selecting a different primary dimension above the paths table.

  • For example, you can see your data broken out by source and medium to check how specific

  • sources of traffic work together.

  • The Time Lag report shows how many days pass between the first interaction and last interaction

  • for your users' conversion paths. This can give you insight into the length of your online

  • sales cycle.

  • The Path Length report breaks out your conversions by the number of channel interactions contained

  • in your users' conversion paths. This can tell you how many times a user typically returns

  • to your site before converting.

  • For more information on how to use the Multi-Channel Funnels reports, check out the Google Analytics

  • Help Center and the additional resources in this lesson.

The Multi-Channel Funnels reports allow you to answer questions about how your marketing

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數字分析基礎--第6.3課 多渠道漏斗報告 (Digital Analytics Fundamentals - Lesson 6.3 Multi-Channel Funnels reports)

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    小小佩娟 發佈於 2021 年 01 月 14 日
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