SEM & Multi Channel Funnels
For those of you analysts and SEM’s out there who don’t currently use multi-channel funnels you are missing out of a huge opportunity for your clients. Multi-channel funnels can improve your ROI from search by over 100%. Here is a bit of a guide on how to do analysis on multi-channel funnels for Search Engine Marketing.
Google Analytics Multi Channel Funnels
The first thing to do is to find the multi channel funnels report within Google Analytics. I would hope you know where this report is… but here are the directions. Please ensure you are in the new version of Google Analytics and navigate down to the ‘Conversions’ section and then into ‘Multi Channel Funnels’.
The report we will be working with today is the ‘Assisted Conversions’ report. See below.
There are two key types of conversions that we need to identify here. One is a single visit conversion and next is a conversion that happens over a number of visits. To do this we use the advanced conversion segments at the top of this page.
To work out how many times SEM was either the final conversion in a chain, or created a conversion on a single visit you just need to look at the report unfiltered and then grab the ‘Last Click’ conversion number and value.
Next to work out how much SEM contributes to conversions that are more than one visit long we need to use the advanced segment ‘Path Length > 1′. Select this segment and hit apply and you are presented with a whole new set of numbers. The numbers you are interested about in this report as the ‘Assisted Conversions’ and ‘Assisted conversion value’ and the ‘First click conversions’ and ‘First click conversion value’.
These numbers are the number of times (and value) that SEM was involved in a conversion that was more than 1 visit long. These are the upper funnel conversions and even though they may not trigger the conversion they attract users into the funnel and this is all important.
Multi-channel funnels keyword analysis
The basic report shown above simply groups all SEM traffic under paid search, however with a simple click on ‘Other > Traffic sources > Keyword’ you then open up one of the most valuable reports within Google Analytics. Now you know which keywords are driving conversions at the final stages of the conversion funnel, and which words are critical at the top end of the funnel.
I use a methodology to weight First clicks & Assisted clicks differently from Last clicks. I have found that this produces the best results for my clients. I export this report from Google Analytics, Adjust it so that it marries up with the Adwords report and then I can easily determine the real CPA and real ROI for all keywords.
There are also heaps of other reports within this area of Google Analytics so please let me know how you are using these reports.