One of the best features to come out of the new Google Analytics (still in testing) was the introduction of multi-channel funnels. This allows the viewing of conversions and the different campaign sources that attribute to a goal in a Venn diagram format, making it extremely simple to see overlaps.
The diagram shows just a sample of what you may be seeing within Google Analytics, allowing you to view overlaps between say organic search traffic and paid advertisements or the correlation between direct traffic and organic search that have attributed to a goal.
Depending on the types of online campaigns running you’re even able to see overlaps between sources such as email marketing, social media, referrals and so forth. With this data you can gauge the effectiveness of cross-campaigns (i.e. social media and email marketing) and invest more where needed. You can also see trends within your online campaigns and what your audience (consumers) find most engaging and iterate upon it.
A great video that was sent around the E-Web office a few days ago explains the recent changes to the way Google Analytics now counts visits. The video also explores the recent additions covering multi-channel funnels and Venn diagrams. It’s very informative, with a breakdown of the many technical concepts and by the web analytics guru Avinash Kaushik, co-host of Web Analytics TV (posted on the Google Analytics Blog every few months where they have Q&A sessions with the audience).
I highly recommend it to those who are serious about Analytics and their online campaigns to give it a watch, be warned though the video does clock in at a good 37 minutes! Enjoy!
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