Multichannel funnels have become one of the most effective tools to control the impact of our digital marketing functions. These reports developed by Google Analytics help us, among other things, to point out the path that the customer follows until they find the product or record the time they spend on each of the communication channels until they make the purchase. In today's post we delve into the virtues of this surprising instrument as an essential part of any marketing strategy . Now that being everywhere has become the number one goal for any company, controlling and analyzing each of the channels through which we communicate should be the top priority to achieve a high percentage of return .
All these doubts, which at first seem indecipherable, are completely cleared up with the analytical activity of these accessible tools proposed by Google Analytics.
As you can see, all these reports are of vital importance to accurately establish responses to the journey of our customers during a specific period and they become, inevitably, the best ally of your e-commerce. Take advantage of the benefits offered by Google Analytics multi-channel conversion funnels and achieve the goals you deserve in the best way!
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What are multi-channel funnels?
Whether you are part of an established brand or you are just starting out in the wonderful world of e-commerce, controlling exactly the user's winding path to find your product is not easy, and even less so with the overwhelming number of options we use to get our message across. Facebook, mailings, banners on a website, display ads on YouTube, organic product positioning. When potential customers arrive through one or two entries, it is easy to locate and analyze the impact (obviously), but what happens when that user has gone through several? How much time passed between the user's first visit and the purchase? What are the main conversion routes for my objectives? How can I safely distribute my investment? That's where multi-channel funnels come into play. All these doubts, which at first seem indecipherable, are completely cleared up with the analytical activity of these accessible tools proposed by Google Analytics.
In search of conversion
When someone visits a website and buys something, or completes another important action such as registering on the website or commenting on a product, they enter the long-awaited process of " conversion ", the synonym of 2.0 success and the true driving force for any brand worth its salt. Although we must bear in mind that most conversions do not happen during the first visit (the user takes their time to find the site that best suits their tastes), they will wander around our store before going for what it offers and will welcome a positive change in both convenience and offers, thus enhancing the user's appeal. Multi-channel funnel reports allow us to know which sources/keywords led the customer to come across our site and how these channels have interacted to generate the conversion. That's nothing. Thanks to this effective tool we can see which media are good for us and which are failing in order to improve them. A key aid within any digital marketing strategy.How to generate Multi-Channel Funnels reports
Analyzing the information offered by the tool, we find the reports within Google Analytics:- Assisted conversions : These are the keywords, displays, banners, ads or organic searches that have been interacted with during the user's journey to the sale. This report shows the impact of each of them and gives us a more detailed view of what works and what fails in our campaign.
- Time Lapse : Its main purpose is to show the days elapsed until the moment of conversion. It allows you to see it clearly through simple graphics, allowing you to check which conversions are slower than others.
- Conversion path : Allows us to analyze the sequence of interactions until the sale. Through this report we will obtain a clearer view of which channels have made possible the highest percentage of conversions. Essential to distribute our investment intelligently.
As you can see, all these reports are of vital importance to accurately establish responses to the journey of our customers during a specific period and they become, inevitably, the best ally of your e-commerce. Take advantage of the benefits offered by Google Analytics multi-channel conversion funnels and achieve the goals you deserve in the best way!
