Google Analytics has rolled out numerous new features in the past half a year or so, including Real Time, Multi-Channel Funnels, and Flow Analysis, just to name a few. This all seems like a lot to absorb, so we wanted to help highlight a few reports to get you started on processing all the new information. This is Part 1, so stay tuned for Parts 2 and 3 in the up coming months!
Making your Top Conversion Paths Report More Informative
The roll-out of Multi-Channel Funnels was certainly an exciting day. You were excused if you wanted to wave your hands in the air, start dancing in your chair at your office, or whatever you do when you are excited. It was good news to the world that conversions were no longer to be attributed to only the last click!
With that, the Top Conversion Paths report quickly became one of our favorites. It shows which traffic channels interacted with each other to result in conversions. The Conversion Segment tool helps make this report more insightful by providing you information such as whether the First Interaction was from Paid Advertising (how influential is paid advertising to your overall online marketing mix?), whether the First Interaction was from Organic Traffic (how influential is having a SEO friendly site to your overall online marketing mix?) and more, which you can see in the Default Segments.
You can also customize these segments based on your specific needs by utilizing the User-defined Segment. For example, if you would like to easily evaluate how well your Facebook Ads are helping drive conversions, you can create a New Conversion Segment by giving it a name (eg. Facebook Ads), and segmenting based on how you have set up your Facebook campaign tracking using the URL builder. (Normally, Source would be “Facebook”, and Medium would be “cpc”).
As a result, you’ll be able to quickly segment out the all conversions that involved Facebook Ads, and evaluate the effectiveness of your Facebook CPC Campaign.
Another example would be evaluating how a certain referral website is performing. This way you can determine whether or not the price of the referral package is justified. You can create a custom segment by including any interaction with Source containing example.com (as an example) to look at how example.com is contributing to conversions.
Hopefully this was helpful in terms of making your Multi-Channel Funnel data more insightful. Share with us which custom segments you have created in the comments below!