Having been recently released, the new Google Analytics system brings a sleeker design and advanced analytics reporting. The more intuitive navigation and release of site report data that was previously available only under beta makes this update a win for many in the online field. Let’s take a tour of the new features.
Coming pretty close to multi-touch conversion attribution, the Multi-Channel Funnels report helps visualize the path a user takes before they ultimately convert. This feature was available in beta for quite some time but was made available to the masses with the GA updated interface. The reporting has been met with criticism for its inability to track users granularly along their conversion path, and leaves many advertisers hungry for more data. This level of data was previously available to beta users and users advanced enough to modify the GA code, but it now comes painlessly to advertisers of all levels.
Similar to the Multi-Channels report, the Assisted Conversions report helps show how many last conversions (the conversions that were counted as actual conversions) and how many assisted conversions (any touch point that came prior to the last touch) were associated with a referring source. This report helps isolate the multi-channel report data down to a single referring source to help shed some light as to how users are interacting with the site prior to converting. This is especially insightful when viewing branded search terms, as they tend to steal conversion credit away from broader industry terms across organic and paid.
Top Conversion Paths
Following the Assisted Conversions report comes the Top Conversion Paths. This takes the same data from assisted conversions and spits out an easy-to-understand, color-coded visual representation of user path behavior. This makes it easy to identify on the whole how many users are interacting with one or more mediums before converting.
Time Lag and Path Length
Both the number of times a user visits your site and the time lag before converting varies widely by industry, but this data is important to keep an eye on. Seasonality, inventory fluctuations and on-site changes can all affect time lag and path length of a conversion. These reports make strategic business decisions and optimizations easier to identify and in turn execute.
Looking past our insatiable thirst for data, the new reporting on the whole brings the GA system light years ahead of the previous version. The ability to determine patterns in user visits to conversion data helps find opportunities for site improvement and sheds some invaluable insight into the consumer purchase funnel.