25 August 2011 | Author: R Wood Media Intern

Google launches Multi-Channel Funnels

Google has added five new reports to its Google Analytics service, called Multi-Channel Funnels.

The Analytics tool is already popular with users who rely on the service to monitor marketing efforts and track conversions.

Generated from sequences of interactions, Multi-Channel Funnels will help marketers track the full path to conversion, and monitor this process over a 30 day period.

Product manager for Google Analytics Bill Kee wrote: "When a customer buys or converts on your site, most conversion tracking tools credit the most recent link or ad clicked. In reality though, customers research, compare, and make purchase decisions via multiple touch points across multiple channels."

The new tool will allow users to look at interactions and clicks from a range of media channels including organic search, affiliates, social networks and display ads.

Understanding how each role contributes to sales and conversions can shed further light on the customer's buying-cycle online, according to Google.

Kee said: "Marketers that measure return solely on the last channel that a customer touches before conversion are getting an incomplete picture."

AdWords customers can also link to their Analytics account to get more detail on the performance of their ads.

Early testing of the program saw Google working with HUGO BOSS to develop a new marketing strategy. Director of E-Commerce for HUGO BOSS Patrick Berresheim said: "We found out that nearly two out of every three conversions involves more than one touch point."

"It's now possible to value the contributions of assisting channels, which had previously been hidden by looking only at the last click."

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