Conversion analysis in Google Analytics with the multi-channel funnel

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Google Analytics offers you valuable tools for the Conversion analysis. You can use it to find out which Traffic sources Your visitors come which Channels have a positive effect on conversions and how much Time until the conversion takes place. The well-known last-click-wins logic is not the only decisive factor here. The Google tools also allow conclusions to be drawn about the contribution of different channels and channel combinations to a conversion.

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Analysis of conversions with Google Analytics at a glance

The analysis of conversions is based on several parameters in Google Analytics. The identification of the visitor over a larger number of sessions is used in connection with the Traffic source respectively the channel of the respective session. Thereby Conversions recorded. The challenge here is to precise capture of the channels. Here, certain blurring can occur due to incorrect use of the (utm) parameters or also for technical reasons. An important factor for the analysis of conversions is the Multi-channel funnel in Google Analytics.

Importance of the Multi-channel funnel

The Multi-channel funnel offers a well manageable view under the menu Conversions - Multi-Channel Funnel - Overview. This tool provides you with a Overview of all conversions or also specifically via separate conversion groupings. The conversion groups are based, for example, on a target or from e-commerce tracking. In this overview, you can also create a Tracking period select. This defines the number of days during which conversions occurred.

In this overview you will also find a Multi-channel conversion visualizationwhich visualizes the insights. As a result, you can see a chart that gives you an indication of which channels and Channel combinations with regard to Conversions are particularly popular or promising. Up to four channels can be selected for viewing the channel combinations.

Visualization multi-channel conversion
Visualization of the multi-channel funnel in Google Analytics (Image:

The Pupularity of the channel combinations can be seen from the size of the represented Intersections visualize them graphically. Depending on the defined goals, the visualization gives you an overview of which channels you should prioritize in terms of goal achievement.

Prepared conversions With reference to the channels

While the multi-channel funnel gives you an indication of the frequently occurring combinations of channels, you will find in the section Prepared conversions Information about the channels that often contribute to conversions. Some channels do not lead directly to a conversion according to the logic of last-click-wins. Nevertheless, they make a contribution within the customer journey. significant contribution.

These insights are important because, according to the otherwise usual last-click-wins logic, fewer conversions are reported for certain channels than actually materialize. As a marketer, you would therefore assume that certain marketing measures result in only a few conversions (for example, the number of views of a web store via links in a blog).

On the other hand, consider the prepared conversions, you may find that the same actions are particularly likely to contribute to conversion preparation.

Accordingly, the contribution to revenue can be significantly higher in this view than it would be according to conventional last-click logic.

Top conversion paths

Furthermore, Google Analytics offers the possibility to Order to observe, in which the Combinations of the channels occur on the path to conversion. This can be found in the Conversions - Multi-Channel Funnel view -. Top conversion paths. In general, you will find paths with length of 1 at the first positions.

Depending on the analysis goal, you can also select paths here, that correspond to a certain length or a minimum length. The view indicates which channel combinations are particularly relevant. are particularly relevant.

Sequence of channels leading to a conversion
Top conversion paths in Google Analytics

For example, if the overview shows that the channel combination of Organic Search and Paid search leads to increased conversions, this combination can be selected more frequently in the future to achieve the corresponding conversions.. In this way, users learn to look more closely at more than just individual channels.

Google Analytics also shows which channel combinations have already proven successful and should therefore continue to be targeted.

Model comparison tool for conversion attribution

The Model comparison tool in Google Analytics is a tool for revenue attribution. Whereas the options shown so far focus on the content-related Evaluation of the channels related, this tool is assigned to the area of Controlling to be assigned. The tool can be found under the path Conversions - Multi-Channel Funnel - Model Comparison Tool.

You can use this tool to edit your Conversions and sales by these according to different Standard models compare. They give an indication of which channels contribute to which revenue

Model comparison tool for attribution of conversions
Attribution of conversions in the model comparison tool

The comparison options range from comparing simple logics such as. First-Click-Wins and Last-Click-Wins to the weighted evaluation over the Time Course or about position-based. In addition, you have the possibility to add custom models.

After selecting the models, Google Analytics can weight the sales accordingly. The tool shows, Which sales are attributable to which of your channels. Furthermore, the instrument offers the possibility to select several secondary categories. These include, for example, used Terminals when accessing, the Origin of the user as well as the Target pages URL.

Based on these categories, marketing channels and their budgets can be controlled and adjusted.

Further possibilities for Evaluation of conversions

In addition to the simple indicators and trends, the analytics tool also provides deeper insights into the complex Relationships between channels, sales and conversions. Some of these issues can be addressed by Google Analytics through user-specific models, while others require additional tracking concepts.

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Answers to specific questions regarding marketing measures can also be found here. This includes, for example, the question of how the marketing measures work in the mobile or desktop setting. Also the question about the Effectiveness of specific channels or campaigns is the subject of the analysis.


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