Last week we released an update to Multi-Channel Funnels to help you more easily understand the impact of your marketing channels. We have expanded the Basic Channel Grouping dimension to more closely match the range of online channels used by the majority of marketers. Specifically, we replaced the previous Paid Advertising channel with three new channels: Display, Paid Search, and Other Advertising (see the updated channel definitions). You’ll find these updated channels reflected in the Multi-Channel Visualizer, and in reports such as Top Conversion Paths and Assisted Conversions, where you’ll now be able to see the interaction between these channels at a glance.
We also updated the Social Network channel to include a longer list of referral domains (more than 400) that will be classified as social.
Of course you can still create your own Custom Channel Groupings, either creating one from scratch, or by copying and modifying the Basic Channel Grouping template. Some of the most valuable custom groupings you can create include breaking out branded and generic search, and identifying a group for affiliates. These types of custom groupings can help you better understand the roles played by different channels in driving conversions.
As you use Multi-Channel Funnels to measure your marketing campaigns, we’d love to hear about your insights and analysis. You can share them with us using this form.
Posted by Bill Kee, Google Analytics team