Most internet marketers can easily get lost in Analytics Data (including ourselves sometimes). We would love to share a few quick data views that we like to look at.
Point 1 – Tracking information for goals and ecommerce transactions
a. ecommerce and goals – analytics typically gives the last visitor traffic source the conversion UNLESS the last source is “direct” and “direct” has a prior traffic source.
b. multi-channel funnels – gives tracking of goals and ecommerce the exact traffic sources
Point 2 – How to look into multi-channel funnels and get true (not overlaping) assisted conversion (that were not the final conversion)
Step 1 – Login to Analytics and click on multi-channel funnels
Step 2 – Click on top of page on conversion segments and create new
Step 3 – Setup new custom segment
Include -> assisting interaction + medium + matching regexp -> cpc
Exclude -> last interaction + medium + matching regexp -> cpc
Exclued -> last interaction + basic channel grouping -> Direct
in regular ecommerce conversion data, the “direct” visit if last in turn, will not show direct as the conversion but the one before. ofcourse it will be direct if only visited as direct
Step 4 – Select New Conversion Segment and click on Apply
Step 5 – For ecommerce, make sure you unclick goals and only select ecommerce
Step 6 – Explore your data
Top Conversion Paths