The Simple Guide To Multi-Channel Funnels In Google Analytics

No Conversion Is An Island

Just like no man is an island, no conversion happens without the help of multiple marketing channels. True, there are plenty of these “assists” that we cannot track. For instance, word-of-mouth is nearly impossible to track. If a friend tells you she loves her new shoes, and you go buy the same pair of shoes that shoe company may never know that it was your friend’s endorsement that got you to type their brand name into a google search bar. However, in the online world we do have the ability to track these assists to some extent, we call them “assisted conversions.” So what is an assisted conversion?

Here’s the technical definition via Google:

“This is the number of sales and conversions the channel assisted. If a channel appears anywhere—except as the final interaction—on a conversion path, it is considered an assist for that conversion. The higher these numbers, the more important the assist role of the channel.”

And here’s another way of explaining things, let’s say instead of hearing about that shoe company from your friend offline, instead you saw her comment on a photo on their company’s Facebook page. I go to that shoe company’s Facebook page, decide I really want to know if the shoes worn by the model in the cover photo come in red so I venture over to the site. BINGO! I get to the site and see that yes in fact they do come in red. But before buying, I just want to be sure there’s no other place I can find these shoes for less. So I check out a few department stores online, but they carry this specific red shoe I want. At this point I google the name of that shoe company again (because its’ easier to google things than type out the whole URL, right?) and I end up ordering those red shoes. In Google Analytics, organic search will be the channel that gets credit for this conversion, but since my first interaction with the shoe company was on social it will be considered an “assisted conversion.”  Social assisted organic in making the final conversion.

So why does this matter? Because oftentimes the assisted conversions provide us with some of the most valuable insights and we ignore it because frankly its hard to see. However, Multi-Channel Funnels in Google Analytics is here to solve that problem!

If you think “multi-channel funnel” is slightly intimidating, don’t worry, it’s actually one of the easiest things to understand in Analytics (in my opinion). You can get to it by navigating to the conversions tab on the bottom left hand side of your screen and then clicking Overview under “Multi-Channel Funnels.”

On the first half of the page, itScreen Shot 2015-04-15 at 9.23.17 PM breaks down how many conversions you had and how many were assisted.

As you scroll down to the second part of the page this is where things get interesting. You can place up to four channels in your Venn Diagram. It will show in the time frame selected how many times Direct & Social, Direct & Organic, and so forth assisted each other in making a Screen Shot 2015-04-15 at 9.27.24 PMconversion.

I normally only look at two channels at a time. You can scroll over the shaded area where the two circles overlap to see the percentage of conversions the two channels assisted each other on, as well as the actual number (in case you didn’t want to both doing the extra math).

This is a fantastic way to see which of your various channels are assisting each other in Google Analytics. And the best part is Analytics does all of the work for you!

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The A-List and Other Tools of the Twitter Elite

  1. List building is great Twitter tool because you don’t have to actually follow someone to keep an eye on what they are tweeting. You can add them to a list so that you are able to put them into a feed to watch in programs such as TweetDeck. You can have your “A-List” companies you want to work with if you are a brand and you can engage with them on a regular basis so that you are able to attract their attention. Other lists could be industry-related influencers or news outlets that let you keep up on the changes in your field.

    Some of my very basic lists on my personal profile. Helps me to keep organized!

  2. I could talk all day on Twitter Chats and how they are the greatest thing out there. They let you engage with people who you share are common interest but would likely never interact with otherwise. How do they work? Basically at a specific hour once a week or once a month everyone follows a specific hashtag for that time and tweets answers to structured questions, asks questions, or simply just answers other people’s questions. Twitter Chats help you troubleshoot problems or find better ways around doing things. I’ve made plenty of twitter-friends in my industry through them and despite never having actually met theM, they are great to keep in touch with, especially since they are typically working in the same field as me. They have twitter chats for nearly every topic and if by chance you see one they don’t have out there, by all means start it yourself!

    Style Chat and Ask Forbes

    Two of my favorite chats-#stylechat & #askforbes

  3.  Sprout Social, if you aren’t on it you should get on it, especially if you are a brand. It gives you detailed reports, lets you do comprehensive brand monitoring, and the coolest feature-it lets you search conversations, twitter bios, or random tweets by location. The ability to search by location is very helpful and slightly creepy but it can do wonders for a brand looking to localize their messaging.

    sproutsocial

    Example of some Sprout Social Reporting Metrics.

The Art of the Twitter Chat

By now, you know what twitter is, in fact you suspect your parents know what it is and are on it as well. Some people will tweet their every thought, I know back when I first heard about twitter I perceived it as the place to go for people who constantly updated their Facebook status. However, I soon learned that twitter, like any social network is never really just about “you.”

Constantly expanding your network and providing value to your followers is key. One way you can provide value is tweeting links to articles or news. Sure you can include your own thoughts on the piece but in essence you are giving your followers something to read.  It’s important your followers also share similar interests with you, for me, one of my interests is fashion. While most of my friends from college (the main people I actually know and follow on twitter) aren’t constantly reading fashion blogs, I use twitter chats to find those that are and gain them as followers.

Twitter chats are an easy and fun way to go engage with others who share your interests. These chats are often hosted by one user who helps facilitate topics that will discussed. However, anyone using a particular hashtag can ask a question to fellow fashionistas or event to a specific person. One that I often participate in is #stylechat which happens every Wednesday from 12-1 pm (Pacific Standard Time).The chat happens really quickly and I try to answer as many questions as I can and also ask a few myself.

There are chats for almost everything, it just takes a little work to figure out when they are happening. And if there isn’t one for something you are interested in, make one yourself and reach out to fellow twitter influencers to help get the word out about the chat. Follow people, engage with them, and before before you know it, you’ll have a dedicated twitter community.

Give it a try yourself!

Why Your Brand Should Get on Pinterest

PinterestPinterest is certainly one of the most time consuming social networks. I know I totally get lost looking up DIY projects and creating boards of mini decor for my fictional house. Pinterest was a big hit during the recession, as one may not have been able to afford the house of their dreams but they sure could have it all on Pinterest. Maybe after the economy started to turn around people started buying all their dream items stored away on their Pinterest?

That’s one of many benefits for brands on Pinterest: linking pins to the product pages for items, which drives traffic to websites. I know in my personal use of pinterest for brands in the workplace I’ve seen clients garner as much as 55% of their web traffic directly from Pinterest. It’s actually crazy when you think about it that such a silly thing as a fictional wedding board someone creates could be what gets a bride to hire your company to plan that wedding.

Another benefit for brands are hashtags or descriptions under pins on Pinterest. Those keywords can help your items show up in searches. I know I’ve started going to straight to pinterest especially to look for cute gift ideas or decorating ideas. If I have a particular color scheme or person I am shopping for it’s very easy to search and find relevant pins.

Speaking of shopping, Pinterest now has a great tool for e-commerce sites called “price drop.” Now when you pin something, perhaps a lamp you fancied but didn’t actually buy because it was a little pricey, Pinterest will alert you when it is actually in your budget. You’ll get a conveient email sent to your inbox telling you that it’s now on sale. In a product-based company this gives you a fantastic advantage because it drives customers to your site multiple times and gives them a call to action to purchase products.

As a brand your Pinterest page gives you a way to take customers inside your company. Personalizing boards with creative names and photos you can help give customers a better idea of the inspiration behind your brand. And then when they pin one of your products or images it typically stays on their board for eternity, so your brand repeatedly gets free marketing.  Additionally all their followers see that pin as well, so that’s more impressions for you.

Happy Pinning 🙂

3 Reasons You Should Be Using Chrome

Thanks to a coworker I recently learned that I’ve been using my web browser wrong for most of my life. I used to hop around Safari, Firefox, and Chrome all the time but I’ve come to realize that Chrome is a much more efficient browser. Here are some basic ways to customize your browser and all are reasons you should start using Chrome.

1. User Accounts: You can be signed into multiple accounts and manage them all in different windows. Each time you select a new user it opens in a different window. From there you can enter a window with all the extensions (covered next) that you need for that particular account. If I have a client that specifically follows Sc-Fi Shows and posts content for there, for example, I can quickly scan sites I have bookmarked in folders and post to that client’s social networks which are all accessible at once through extensions.

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2. Chrome Web Store: The possibilities are endless, pretty much anything you can imagine you can create a shortcut to in this store.  I specifically use the Pinterest, Tumblr, Tweedeck, Twitter, Yahoo! , and  Gmail extensions most frequently. Since I am already signed in as that specific client or user in all of the accounts it will publish the content I want on the correct social media accounts. It’s a no-brainer for a social media manager to be using this!

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3.  Folders:  So you probably already know about bookmarks and folders but just to remind you …using folders is an easy way to quickly scan sites you normally check. I always scan fashion blogs in the morning and then pin or post on tumblr my favorite articles using my chrome extensions for both so I never have to leave the page. In a half hour I can quickly scan dozens of sites and post all my social networks my favorite items. It’s a no-brainer for efficiency.

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