Multi-channel Funnel Reports: Understanding Conversion Attribution

Which channels can Multi-channel Funnel reports credit conversions across?

1) Website referrals

2) Paid and organic search

3) Custom campaigns

4) Television channels

Answer:

Multi-channel Funnel reports attribute conversions to digital marketing channels such as website referrals, paid and organic search, and custom campaigns; traditional media channels like television are not typically included unless linked to measurable online actions.

Multi-channel Funnel reports in Google Analytics are designed to credit conversions across various digital marketing channels. These reports can attribute conversions to the following channels:

• Website referrals: When a user visits your website from another site through a referral link and completes a conversion.
• Paid and organic search: Conversions that result from users clicking on paid search ads or finding your website through organic search results.
• Custom campaigns: Conversions attributed to campaigns you have created with custom parameters, such as UTM codes for tracking.

Television channels are generally not trackable in the Multi-channel Funnel reports since they are traditional media channels and do not directly integrate with digital tracking tools like Google Analytics, unless they are somehow integrated with online measurable actions, such as a website visit using a unique URL displayed on TV.