The 'timelag' and 'pathlength' reports

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What are multichannel funnels?
What insights do you get from multichannel funnels? With multichannel funnels you can calculate the conversion attribution of your channels and campaigns. In other words: the value of your assisted and actual conversions added together. What does this mean exactly? All reports (except for multichannel funnels) in Google Analytics use the latest indirect click accounting model. 100% of the conversion value is attributed to the last indirect click before the conversion (excluding direct traffic).

This is a rather one-sided representation of reality. The assisting clicks also contribute to the final conversion. With multichannel funnels you can find out these assisting clicks and assign a value to them. How can you interpret these figures?

Use your assistive conversions
In the 'assisted conversions' report you can find out your assisted conversions per channel or campaign. Look carefully at the last column 'Assisted/last click or direct conversions'.

area code assisted conversions

Determining the support value per channel
With this key figure you can determine the supporting value per channel. Channels with a score > 1 are responsible for more supporting than last interaction conversions. You can take a closer look at these channels to determine their actual value. A disclaimer: the supporting conversions on the own channel have not yet been filtered out. Use the conversion segment below to extract the supporting conversion on the own channel for SEO, for example:

Conversion segment_SEO


Of course, you also want to know the length and duration of your conversion paths. You can view this information in the 'timelag' and 'pathlength' reports. Set the back calculation time of your conversion paths to 90 days, so that you can also include timelag and pathlength. Most companies are satisfied with a back calculation time of 30 days. But especially for products such as travel and financial products, it is useful to be able to look back up to 90 days. In addition, you want to ivory coast phone data know how many clicks you need on average for a conversion. The 'pathlength' report gives you the answer to this question.

Timelag report GA
pathlength report

Which channels support each other?
You can use this input to set up your own attribution model. Next, you want to know which channels support each other. You can find this out via your conversion paths. For example, you want to know how many conversion paths take place with your SEA and SEO traffic. This way, you can see how many conversions you get via these two channels. In addition, you can see how many clicks you need for a conversion from both channels.

SEO and SEA conversion path

Create your own attribution model
These instructions will help you get started with attribution models to determine the true value of your channels and campaigns. For a few months now, it has been possible to use the 'tool' report for model comparison. Within this report, you can use the following standard models.