Multi-Channel Funnel reports (MCF)

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January 4, 2012

MCF is a set of powerful reports in GA, that allow you to get a wider understanding of conversion paths that span across multiple visits from different channels (i.e. traffic sources).

In goal views, Google analytics gives credit to the last traffic source that the visitor came from immediately prior to conversion. However, oftentimes a user is visiting our site multiple times before converting (i.e. conversion cycle). Thus, identifying the “assists”, i.e. traffic sources that participated in the conversion cycle, is important for informing our traffic acquisition decisions.

Among these, MCF gives us the following interesting insights:

  • How many days is my conversion cycle since first visit?
  • How many interactions are needed for visitors to convert?
  • What channels-paths do visitors go through until they convert?
  • Which channels assist conversions (i.e. lead to subsequent converting visits)?

For more info on using this reports, see this video.