Attribution reporting is a crucial part of our web analysis process. Google Analytics announced today a new tool called Multi Channel Funnels, designed to help Google Analytics gurus attribute web campaign efforts, beyond just looking at last-click conversions.
Whatchoo Talkin’ ‘Bout?
Last-click conversions is a common term in web analytics that basically means that the last channel the user came through before making a conversion gets the “credit” for making the conversion. For example, if someone came to the website through Facebook, then through Yahoo! organic results, then through an AdWords ad and converted – the AdWords ad would be attributed to the conversion, even though Facebook and Yahoo! organic results clearly had an influence.
The new multi-channel analytics reports is a nice, visual way to attribute your conversions back to other campaigns. For example, it may be that your social media campaigns only had 3 direct or “last-click” conversions, but they may have influenced over 30 conversions. This is a much more accurate representation of brand impact.
What do you think? Any thoughts on how you would like to use this?