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DMA: Data and Marketing Association
Consumer Help

Google Analytics: Overcoming Attribution Confusion Using Multichannel Funnels

Overview

Are you confused about how all of your marketing efforts impact your bottom line? You may know the source of the last interaction your leads or customers have before they finally convert – but are you equally clear on the path they took, and potential multiple site visits they made, before they finally converted? Understanding what channels may have been involved in the conversion process, how much time passed between the initial interaction and the conversion, and the different routes taken before a conversion occurred are very important. Multichannel Funnels reports in Google Analytics answers these questions by showing how all marketing channels work together to create sales and conversions. Examining the Multichannel Funnels reports will allow you to better understand your customers’ complete journey and make better marketing decisions, as a result.

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Theo Bennett

Analytics Evangelist
MoreVisibility

Theo Bennett has been with MoreVisibility since 2006. Theo leverages web intelligence to help maximize search and display advertising in multiple channels for clients in many verticals. He has over 11 years of experience in SEO, SEM, e-mail and Analytics. Theo is a Microsoft AdCenter Certified Professional, Google AdWords Professional and holds the Google Analytics Individual Qualification. In addition, he has presented extensively on leveraging Google Analytics, Google AdWords and best practices for both platforms. Theo earned an AAS in Avionic Systems Technology from the Community College of the Air Force.

What You'll Learn

  • checkmark Discovering which channels your users interact with as they navigate your lead or purchasing funnels
  • checkmark Understanding which marketing channels initiate, assist with, and complete a conversion
  • checkmark Recognizing the value each channel has as they work together towards a sale or lead
  • checkmark Learning how to make informed decisions from the data in Google Analytics

Course Duration

  • 60 min.

Sponsored by:

  • MV-Logo-With-Tagline-900x470

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