Multi-Channel Funnels in Google Analytics

Setting up Multi-Channel Funnels (MCF) in Google Analytics allows you to track and analyze the various touchpoints a user interacts with before converting on your website. This helps you understand the full customer journey and the effectiveness of different marketing channels. Here’s how to set it up:

Step 1: Ensure Google Analytics is Properly Configured

1. Verify Tracking Code: Make sure the Google Analytics tracking code is installed on all pages of your website.
2. Enable E-commerce Tracking (if applicable): If you’re tracking transactions, enable e-commerce tracking in your Google Analytics settings.
3. Link Google Ads (if applicable): If you’re running Google Ads, link your Google Ads account to Google Analytics for better data integration.

Step 2: Enable Multi-Channel Funnels

1. Log in to your Google Analytics account.
2. Navigate to the Admin section (gear icon in the bottom left corner).
3. In the View column, ensure you’re using the correct view for your website.
4. Under the View column, click on Tracking Info > Data Collection.
5. Turn on the Enable Multi-Channel Funnels Reporting option.

Step 3: Set Up Goals or E-commerce Tracking

Multi-Channel Funnels rely on conversions, so you need to set up Goals or E-commerce Tracking to track conversions:

1. Go to the Admin section.
2. Under the View column, click on Goals.
3. Create a new goal or use an existing one. Goals can include:
   • Destination URLs (e.g., thank-you pages)
   • Duration of visit
   • Pages/screens per session
   • Events (e.g., form submissions, video views)
4. If you’re using e-commerce tracking, ensure it’s properly set up in your tracking code.

Step 4: Define Channel Groupings

Google Analytics provides default channel groupings (e.g., Organic Search, Paid Search, Social, etc.), but you can customize them:

1. Go to the Admin section.
2. Under the View column, click on Channel Settings > Channel Grouping.
3. Click on Default Channel Grouping to view or customize the existing channels.
4. You can create custom channel groupings if needed.

Step 5: Analyze Multi-Channel Funnels Data

Once set up, you can access Multi-Channel Funnels reports:

1. Go to the Reports section.
2. Navigate to Conversions > Multi-Channel Funnels.
3. Explore the following reports:
   • Overview: High-level view of assisted conversions.
   • Assisted Conversions: Shows how channels contribute to conversions.
   • Top Conversion Paths: Displays the most common paths users take before converting.
   • Time Lag: Shows how long it takes for users to convert.
   • Path Length: Indicates the number of interactions before a conversion.

Step 6: Use MCF Data for Optimization

• Identify which channels are most effective at driving conversions.
• Allocate budget to channels that play a key role in the customer journey.
• Optimize underperforming channels or touchpoints.

Additional Tips

• Use UTM parameters to track campaigns and ensure they appear correctly in MCF reports.
• Regularly review and update your goals and channel groupings to reflect changes in your marketing strategy.
• Combine MCF data with other Google Analytics reports (e.g., Attribution) for deeper insights.

By setting up Multi-Channel Funnels, you gain a clearer picture of how your marketing efforts work together to drive conversions.