Analysing how promotional activities and marketing endeavours encourage conversion is a complex matter. It is complicated due to the availability of multiple marketing channels for interaction, which customers use before conversion or purchase. Recently launched Multiple Channel Funnels in Google Analytics helps in drawing the attention towards the full path users follow to conversion, rather than depending on the last click, which gives blurred picture about what moves customers in the real market. Now, the data is available through an API, which facilitates developers to widen and automate the use of conversion cases with the data.
The API (Application Programming Interface) allows the developers to make query for metrics like first interactions conversions and last interaction conversions along with assisted conversions. It also supports the top paths, path length, and time lag to integrate conversion path data into the application. Important use cases involve combining the conversions paths data with other sources such as cost data and creation of new visualisations along with use of data for initiating automate processes.
The multiple channels help analyse the interactions that takes place across the internet through different digital media. The multi-channel funnels show how different channels work together and convert a purchase decision into sale. This tool is mainly built to help people make important marketing decisions regarding advertising and promotion at macro and micro levels.
The five multi-channel funnels tool is capable of showing how customers interacted during 30 days before making purchase decision. The metrics drawn from the reports have shown the impact of different channels through conversion, time lag that helps understand the time period taken in conversion, path length that shows the number of conversations that took place prior to purchase, and top conversion paths customers take.