In this video, Adriaan Brits covers how to move beyond simple last click attribution to understand where conversions really came from. He discusses multichannel funnels, conversion paths, top conversion paths, time lags, and path lengths.
- [Narrator] In analytics the conversion credit…used to be given to the last action.…The last search or ad that made somebody convert.…But it didn't include all of the previous actions…that assisted the final conversion.…For example, somebody might have discovered the brand…that we sell via blog and later they searched for it…and found it in our website.…And they researched the pricing…through other websites as well.…And they finally arrive back at the site again…where they purchase the product.…
All those previous actions wouldn't be visible before.…But, how can we know?…How much time did somebody spend…until they made the conversion?…And how effective was our website?…Or how effective was the ads or the referrals?…And this is why we have multi-channel funnel reports,…to show the entire journey of the customer…from their initial interest to their final conversion…and how each source contributed to it.…In other words these reports…offer us some attribution insight.…
So where do we find multi-channel funnel reports?…
Note: This course picks up where Google Analytics Essential Training leaves off. If you have questions about how Google Analytics works straight out of the box, see that course for more information.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- Measuring the performance of search engines over time through segmentation
- Doing more with analytics
- Understanding user intent
- Setting up site search
- Using content grouping
- Building customized team reports
- Setting up operational dashboards
- Fault reporting with segmentation
- Conversion rate analysis
- Creating a custom attribution model