Ecommerce Analytics: Using the Multi-Channel Funnel Tool

February 20 2018 IN Ecommerce Ecommerce Analytics: Using the Multi-Channel Funnel Tool

Where are your ecommerce sales coming from?

Every ecommerce seller should at least have an idea of what percentage of sales come from which marketing channels, but unfortunately many do not.

We won’t judge if you don’t know the answer, but we do have an awesome tool you might want to consider.

Imagine if you could know exactly which digital advertisements or brand interactions lead your customer to a final purchase.

This would be valuable insight to your ecommerce business, right?

Meet the Multi-Channel Funnel tool, brought to you by Google Analytics.

This tool allows sellers to visualize how their marketing channels interact and assist each other in generating sales.

To activate this feature on Google Analytics, you must:

  1. First set up goals or ecommerce tracking.
  2. Go to the Conversion section and then choose Multi-Channel Funnels.
  3. From there, Google will walk you through the process of setting up goals pertaining to your ecommerce site.

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Once this is set, how does the tool work?

You’ll have access to Assisted Conversions, Top Conversions, Time Lag, and Path Length reports.

All of these are important ecommerce analytics to monitor because you’ll learn:

  • How buyers are finding your site
  • Which paths are leading to the most conversions
  • How long it typically takes before the final purchase.

For example, let’s say someone clicks on your Facebook ad. These reports would show you the rest of the buyer’s journey. Maybe that’s exposure to another ad on Google or even an organic search of your ecommerce site.

This information makes it easy for you, as a seller, to spot trends, see which channels lead to the most conversions, and which channels aren’t performing, so you can make necessary adjustments.

Ultimately, that saves you money because you can choose to funnel marketing dollars into the channels that are performing best for you and your product.

The Multi-Channel Funnel tool is just one of the ways Google Analytics can help streamline your ecommerce business.

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