Google Analytics Follows Advertising Right To The Counter
Google Analytics has been refined with Multichannel Funnels, a feature that reports the digital path consumers take before they complete a purchase. Formerly Google Analytics only recorded the form of advertising that closed the sale, but with the improvements it will document the string of advertisements that contributed to the purchase.
For an example, say John sees a JB HiFi Ad on Monday, but doesn’t click on it. On Tuesday he decides to perform a search on JB HiFi and clicks on a paid link to visit its site. Come Thursday, John receives an email from JB HiFi and decides to make a purchase.
Under the old system, the email would be credited with the sale, even though it was the converging of different advertising channels that led to his decision. With the Multichannel Funnels feature, marketers will be able to see all of the digital channels that led to John making the purchase, including the pop up ad and the internet search.
“This gives marketers new opportunities to see channels that previously didn’t look like they were delivering a lot of conversions in a new light,” says Google Analytics Product Manager, Bill Kee.
The optimised system coincides with research that suggests marketers should pay more attention to multi-touch attribution models. The Forrester Research Inc. analysis, which was conducted over last holiday season, showed nearly half of the 15 partaking e-tailers sales occurred after customers interacted with two or more marketing touch points.
At present Google Analytics is used by 161 of the Top 500 internet retailers, and competes against Adobe Omniture and IBM Corematrics.