When someone visits your site or completes an action that is known as a conversion. In Google Analytics a conversion is typically credited to the last action that took place.
For example when someone does a Search for your company, or another website Refers to your website, or an Ad was clicked on, those last interactions get the credit for the conversion.
If you’re like most marketers you’re juggling a diverse number of initiatives and trying to piece together a cohesive story about how your buyers / clients travel through their research to buying cycle and what channels and efforts are assisting in closing new business. Luckily, when it comes to your website’s traffic Multi-Channel Funnels (MCF) reports can better assist you in understanding where converting visitors are coming from and the varying website touches they’re making before they convert. But knowing the source funnels of your converting traffic is just the beginning. Which sources should you “award” credit to for the conversion and how much credit should you allocate where?
As Google enhances and updates their analytics tool, MoreVisibilty will continue to stay on top of these features to help you understand what they do and how they will help validate then guide web site traffic and marketing efforts.
On yesterday’s webinar discussed four of Google Analytics newest features; Flow Visualization, Real Time Web Analytics, Multi-Channel Funnels and Social Media Tracking. To be able to use and evaluate these new features you will need to be running the newest version of GA. You can do this by simple clicking on New Version:
We started off our webinar with Flow Visualization, which uses a graphical representation to show how users flow across pages on your site. We looked at three types of flow visualization; Visits, Event and Goals and the impact they have on design and layout.
Next, we took at look at Real Time Web Analytics and the importance of this powerful tool in relation to its affects on marketing efforts. We reviewed the benefits, the best time to use it and what you would learn from the numbers provided.
Our third new feature was Multi-Channel Funnels, which are reports that are generated from conversion paths, the sequences of
interactions (i.e. clicks/referrals from channels) during the 30 days that led up to each conversion and transaction. During the discussion we went over the way funnels interact and what an “assisted” conversion meant in relation to the first and last interaction attribution.
The last but not least feature discussed was Tracking Social Media and how Google tracks its engagement. We discussed that having a social media account did not equal being socially engaged and using social media to view, share, like or tweet is the measuring stick.
To view our complimentary on-demand webinar, please click here.