Multi-channel funnels are a powerful tool in Google Analytics that allows businesses to track the different touchpoints that a customer interacts with before they make a purchase. This can be incredibly valuable in understanding how customers are discovering and engaging with your brand, as well as identifying opportunities for optimization and growth. However, in order to use multi-channel funnels, there are certain features that must be enabled in your Google Analytics account.
First and foremost, you will need to have a Google Analytics account set up and tracking data from your website. If you haven't already done so, you can sign up for a free account at analytics.google.com. Once you have your account set up, you will need to enable certain features in order to use multi-channel funnels.
The first feature that must be enabled is the conversion tracking feature. This feature allows Google Analytics to track when a user completes a specific action on your website, such as making a purchase, filling out a form, or downloading a whitepaper. In order to enable conversion tracking, you will need to set up goals in your Google Analytics account. Goals can be set up for any type of conversion that you want to track, and can be customized to fit your specific business needs.
Once you have conversion tracking set up, you will also need to enable the eCommerce tracking feature. This feature is specifically designed for businesses that sell products online, and allows Google Analytics to track important eCommerce metrics such as revenue, average order value, and conversion rate. In order to enable eCommerce tracking, you will need to set up a Google Analytics eCommerce tracking code on your website, and ensure that it is properly integrated with your eCommerce platform.
Another important feature that must be enabled in order to use multi-channel funnels is the cross-domain tracking feature. This feature is necessary if your website has multiple domains, subdomains, or third-party payment processors that are used during the checkout process. Cross-domain tracking allows Google Analytics to track the entire customer journey across all domains and subdomains, providing a more accurate and comprehensive view of how customers are interacting with your brand.
Finally, in order to use multi-channel funnels, you will need to enable the data-driven attribution model. This is a powerful tool that allows Google Analytics to automatically assign credit to the different touchpoints that a customer interacts with before making a purchase. This is important because it helps businesses understand which marketing channels are driving the most value, and can help guide future marketing investments. To enable the data-driven attribution model, you will need to have at least 600 conversions in the last 30 days.
In conclusion, in order to use multi-channel funnels in Google Analytics, there are several key features that must be enabled. These include conversion tracking, eCommerce tracking, cross-domain tracking, and the data-driven attribution model. By enabling these features, businesses can gain valuable insights into how customers are discovering and engaging with their brand, and can make more informed decisions about how to optimize their marketing campaigns for maximum impact.