Multi Channel Funnels
In online marketing, conversions and e-commerce transactions are credited to the last campaign, search, or ad that referred the visitor when he or she converted. But what role did prior website referrals, searches, and ads play in that conversion?
This is the question that Google Analytics wanted to answer with the production of this explanatory video. Teaming up with First Person, they wanted to tell the complete story of the Multi-Channel Funnels reports. Using simple animations and an easily digestible metaphor, Google and First Person show the true cross-channel reporting on the conversion funnel, revealing to marketers which digital channels customers interact with before a final purchase is made.