Digital Marketing

What Feature Must be Enabled to Use Multi-Channel Funnels?

Are you looking to gain deeper insights into how your marketing channels work together to drive conversions? If yes, then Multi-Channel Funnels (MCFs) is the way to go. MCFs help you track the customer journey from their first touchpoint to conversion across different marketing channels. However, to use this powerful tool, you need to enable a specific feature. In this article, we will explore what feature must be enabled to use multi-channel funnels and why it’s important for your business.

Introduction

As a business owner or marketer, it’s essential to know which marketing channels are driving conversions and how they work together. This knowledge can help you optimize your marketing strategy and budget allocation. Multi-Channel Funnels is a Google Analytics feature that enables you to track the customer journey across different channels. However, to use MCFs, you need to enable a specific feature in your Google Analytics account. In this article, we will explore what feature must be enabled to use multi-channel funnels and how it can benefit your business.

The Importance of Multi-Channel Funnels

In today’s digital age, customers interact with businesses through various touchpoints such as social media, email, search engines, and more. They may not convert immediately after their first interaction with your brand. Instead, they may take several touchpoints before converting. This is where multi-channel funnels come in handy. MCFs allow you to see which channels customers interacted with before converting, giving you insights into the customer journey. You can use this information to optimize your marketing strategy and budget allocation.

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What Feature Must be Enabled to Use Multi-Channel Funnels?

To use Multi-Channel Funnels, you need to enable the “Multi-Channel Funnels Reports” feature in your Google Analytics account. To do this, follow these steps:

  1. Log in to your Google Analytics account.
  2. Click on the “Admin” tab.
  3. Under the “View” column, click on “View Settings.”
  4. Scroll down to the “Multi-Channel Funnels Reports” section.
  5. Toggle the button to “On.”
  6. Click on “Save.”

Once you have enabled this feature, you will have access to Multi-Channel Funnels reports in your Google Analytics account.

How to Use Multi-Channel Funnels

Now that you have enabled the Multi-Channel Funnels Reports feature, let’s explore how to use MCFs. MCFs allow you to see how different marketing channels work together to drive conversions. You can use MCFs to:

  • See the conversion paths that customers take before converting.
  • Understand which marketing channels are assisting conversions and which ones are the last interaction before conversions.
  • Analyze the time lag between the first touchpoint and conversion.
  • Determine the value of each marketing channel in the customer journey.
  • Optimize your marketing strategy and budget allocation based on MCF insights.

Common FAQs

Q1. Can I use Multi-Channel Funnels for eCommerce tracking?

Yes, you can use MCFs for eCommerce tracking. MCFs can help you understand the customer journey leading to a sale, including the number of touchpoints, channels used, and time to conversion.

Q2. Can I use Multi-Channel Funnels for non-eCommerce websites?

Yes, MCFs are not limited to eCommerce websites. You can use MCFs for any website or

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business that has multiple marketing channels. MCFs can help you understand how different marketing channels work together to drive conversions.

Q3. Can Multi-Channel Funnels track offline conversions?

Yes, Multi-Channel Funnels can track offline conversions if you import the conversion data into Google Analytics. This feature is available for both eCommerce and non-eCommerce websites.

Q4. Can I customize Multi-Channel Funnels reports?

Yes, you can customize MCFs reports by adding filters, segments, and conversion goals. This allows you to get more granular insights into the customer journey across different marketing channels.

Q5. Is Multi-Channel Funnels available in all Google Analytics versions?

No, Multi-Channel Funnels are only available in Google Analytics 360 and not in the standard version.

Q6. What is the difference between Multi-Channel Funnels and Attribution reports?

Multi-Channel Funnels show you the customer journey across multiple channels, while attribution reports show you how much credit each marketing channel receives for a conversion.

Conclusion

Enabling the Multi-Channel Funnels Reports feature in your Google Analytics account is crucial if you want to track the customer journey across different marketing channels. MCFs give you deeper insights into how your marketing channels work together to drive conversions. By optimizing your marketing strategy and budget allocation based on MCF insights, you can increase your ROI and drive more revenue for your business.

In conclusion, if you want to take your marketing to the next level, enable the Multi-Channel Funnels Reports feature in your Google Analytics account and start tracking the customer journey across multiple channels.

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