Last Updated on August 9, 2023 by Easyapns
To unlock the valuable capabilities of Multi-Channel Funnels and gain deeper insights into customer interactions and conversions, one crucial feature must be enabled within Google Analytics. This feature serves as the gateway to understanding the complexity of modern consumer behavior, allowing marketers and businesses to trace the multiple touchpoints that contribute to a successful conversion. By activating this essential functionality, businesses can move beyond simplistic attribution models and dive into the nuanced world of Multi-Channel Funnels, enabling data-driven decision-making and optimizing marketing efforts for greater success. In this article, we will explore the key feature that must be enabled to harness the power of Multi-Channel Funnels, revolutionizing how businesses analyze and improve their marketing strategies.
What are Goals and E-commerce Tracking?
Goals and Ecommerce tracking are two ways of measuring conversions on your website. A conversion is an action you want your visitors to take, such as filling out a form, signing up for a newsletter, downloading a file, or making a purchase.
Goals are user-defined conversions based on different criteria, such as destination pages, duration, pages per session, or events. You can create up to 20 Goals per view in Google Analytics and assign a monetary value to each Goal.
E-commerce tracking is a specific type of conversion tracking that captures transactions and revenue data from your online store. You can track product details, order amounts, tax, shipping, refunds, and more.
How to Set Up Goals and E-commerce Tracking?
To set up Goals and E-commerce tracking, you need to follow these steps:
Goals
- Sign in to your Google Analytics account and navigate to your view
- Click on Admin and select Goals under the View column
- Click on +New Goal to create a new Goal or import a template from the Gallery
- Choose a name and a type for your Goal (Destination, Duration, Pages/Screens per session, or Event)
- Define the details of your Goal based on the type you selected (e.g., URL, time, pages/screens, event category/action/label/value)
- Optionally, turn on the Funnel option and enter the steps that lead to your Goal (e.g., landing page, product page, cart page)
- Optionally, assign a value to your Goal (e.g., average revenue per conversion)
- Click Save to create your Goal
E-commerce Tracking
- Sign in to your Google Analytics account and navigate to your view.
- Click on Admin and select Ecommerce Settings under the View column
- Turn on Enable E-commerce and click Next step
- Optionally, turn on Enable Enhanced Ecommerce Reporting and click Submit
- Add the Ecommerce tracking code or the Enhanced Ecommerce tracking code to your website (you may need the help of a developer for this step)
How Do Goals and E-commerce Tracking Enable Multi-Channel Funnels?
Goals and Ecommerce tracking enable Multi-Channel Funnels by providing conversion data that can be linked to the sequences of interactions (i.e., clicks/referrals from channels) that led up to each conversion and transaction.
Multi-Channel Funnels reports using conversion path data from the last 90 days (by default) to show how your marketing channels work together to create sales and conversions. You can see how many conversions each channel initiated, assisted, or completed, as well as the value of those conversions.
You can also see the top conversion paths that your customers took on their way to purchase and the time lag and path length between their first interaction and their conversion.
How To access Multi-Channel Funnels reports:
- Sign in to your Google Analytics account and navigate to your view
- Click on Reports and select Conversions > Multi-Channel Funnels
- Choose from one of the five reports: Overview, Assisted Conversions, Top Conversion Paths, Time Lag, or Path Length
FAQs
Conclusion
Multi-Channel Funnels is a powerful feature of Google Analytics that allows you to analyze how your marketing channels work together to create conversions and sales. It helps you understand
the customer journey across different touchpoints and attribute value to each channel based on its role in the conversion path.
However, to use Multi-Channel Funnels, you need to enable a specific feature in your Google Analytics account: Goals or E-commerce tracking. These are two ways of measuring conversions on your website based on different criteria or transactions.