It happens that before making a conversion, a user visits the site through several sources and campaigns. For example, first a visitor came to the site from a Google ad and closed it without making a purchase. Then the visitor returned to the idea of buying your product, entered its name in the search, and your site was shown to them. Therefore, the source of this client's second visit to your site will be a transition from organic search. But the visitor leaves the site again without a purchase. After some time, the visitor returns to your site again, this time from a Facebook ad, and makes a purchase.
Thus, multi-channel sequences will display the entire path the user took from the first visit to the purchase.
Such a report on multi-channel sequences is available in the Ringostat personal account. It can be found in the "Analytics" → "Multi-Channel Funnels" section.
Report capabilities
You can configure the report display for a specific period.
When setting up the report, you can display conversions for all calls, targeted, or unique ones.
The "Lookback Window" setting allows you to determine for what period before the conversion moment the user's actions need to be analyzed.
Display of conversions taking into account all UTM tags. This allows displaying the multi-channel sequence down to the keyword level.
The most important and most obvious function of multi-channel sequences is evaluating effectiveness and improving advertising campaigns. They help optimize the marketing budget in order to increase sales and reduce CPA.
Report setup
Let's proceed to the report setup:
1.Select the conversion type for which you want to see the report: conversion for all calls, targeted calls only, or unique ones.
2.Set up the lookback window by selecting the period. Options are available for 30, 60, and 90 days.
3.Configure the display of UTM tags. You can add parameters such as utm_source, utm_medium, utm_campaign, utm_term, and utm_content.
After setting up the report, specify the period for which you want to see the information (1) and click "Apply" (2).
Report metrics:
Multi-channel funnels chains — this metric displays the customer's path to making a call.
Number of calls — the number of calls for the current sequence chain.
% of total calls — the percentage of calls for a specific chain out of the total number of calls.
