Most online marketers use and love Google Analytics. We get excited by the numbers and spend hours figuring what is working and what is not. Google Analytics is continually improving and rolls out new features regularly. The next new feature it is rolling out is exciting; multi-touch attribution and multi-channel funnels.
“Huh?” you say? Here is the problem: Google gives “referral” credit to the most recent referrer… so if yesterday a visitor finds your site a link at your chamber of commerce, and then today returns after searching for you by your business name in Google, and then books a room in your hotel booking engine… Google’s brand name search gets ALL the credit (assuming you are one of the 35% or so that actually track referrers for online bookings… see our online marketing benchmarks yourself.).
This last-touch referral drives marketers crazy. Adding “first” touch referrals is nice… but there are often other channel involved. Enter Google’s new Multi Touch Funnels which will give us reports on how all the channels work together. You can read about it at Google or watch this video:
Or, this video: [Read more...]