Google Analytics Multi Channel Funnels show SEO drives 30% more revenue
Google Analytics took a step forwards in August by launching Multi Channel Funnels to the general public. This allows users to see all the different methods that customers used to find a website in the days & weeks before they made a purchase.
Analytics by default is based on the “last click” so if a user searched for a keyword such as “sofas” and clicked on an organic SEO result one week and then the next week visited your site via a PPC brand keyword then that would be attributed to a PPC visit.
The new Funnels allow you to attribute any visits of this nature and report on them as SEO assists.
We’ve run this analysis across all our clients large & small and the numbers average out to 30% – this is the additional revenue on top of the amount reported in Google Analytics that our clients are making from SEO on average.
How to run this analysis
Running this analysis isn’t particularly easy. First of all you need to be in the new version of GA and then you need to set up some filters.
Remember that we want to find conversions that would not be reported as “non-brand organic” under the normal Analytics system so first we need to ensure that we are including non-brand organic search from the assisted conversions but excluding it from last interaction conversions.
Here are the filters you need:
Include Last Interaction from: Keyword containing [BRAND NAME]
OR
Exclude Last interaction from: Source/Medium containing google / organic
AND
Exclude Assist Interaction from: Keyword containing [BRAND NAME]
AND
Include Assist Interaction from: Source / Medium containing google / organic
THE OR/AND FUNCTIONS MUST BE DONE THE WAY I SAY OR THIS WON’T WORK.
It is also be useful to have a Last Click Conversions segment. This way we can find out what Google normally attributes to Non-Brand SEO. This is easier.
Exclude Last Interaction from: Keyword containing [BRAND NAME]
AND
Include Last Interaction from: Source / Medium containing google / organic
Post category: Analytics, Google, Search Engine Optimisation Tweet
Patrick Altoft is Director of Search at Branded3, a Leeds SEO & Digital Agency specialising in SEO, Web Design, Development & Social Media.
Comments
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Seems a little complicated to set it up but if I can show my clients a 30% increase in SEO traffic that is worth it. Thanks for sharing, nice article btw!
Hi, please correct me if I’m wrong, but I’m of the understanding that if someone came to the site organically and then directly the direct cookie actually does not overwrite the organic one and the conversion actually gets attributed to organic. This is only the case with direct visits, so if they visited organically then via ppc the conversion would be attributed to PPC.
Bit of a confusing issue really, I tried to explain it in my post about first click and last click attribution. As I said, I might be wrong in this example so if you know otherwise please let me know
But that aside, it’s a great segment to use and another way of using Multi Channel Funnels to get a better insight in to the value of each channel. It’s also nice of Google to give us this kind of data after not being able to see multiple attributions for so long.
Hi Anna yes you are quite right. I have edited the post.
I am going to take Google Analytics seriously. Thanks for the info.
We actually se the same pattern.
People search for “Health stuff” and then they search for “brand”.. The first click is often more important than the last.
Anyways, great feature to introduce !
Bit of a confusing issue really, I tried to explain it in my post about first click and last click attribution. As I said, I might be wrong in this example so if you know otherwise please let me know
The new Funnels allow you to attribute any visits of this nature and report on them as SEO assists
First of all you need to be in the new version of GA and then you need to set up some filters.
Interesting. Does sound complicated but will definitely help with customer insight.
It is a really little bit confusing issue about this first click and last click attribution matter. Actually I think there is a basic difference in the way that Google Analytics and AdWords report traffic mediums and which mediums lead to conversions.
BTW…. Thanks for share this matter…..
Really interesting but seems to be bit complicated.Well at the end of the day if it will makes client happy then its fine .Nice post.Thanks for sharing.
Google is doing some impressive stuff…
I still refuse to rely on them for anything.
Hello
you are talking about filters or advanced segments?
filters are applied to profile under profile settings and segments are used within reports.
advanced segments could be long to run/load especially with so many combinations.
I’ve been crying out for tracking like this for ages! SEO revenue is so often under reported as users will often tend to shop around before coming back directly.
I find then whenever I start a PPC campaign or if SEO is taking off, branded search referrals and direct referrals will go up due to bookmarking or noting the website after an initial non-branded search.
This really helps to prove the case – although there are obviously discrepancies.
Just out of interest – what was your sample size?
Nice post patrick, i did have to read it twice to get my head around it. but that was nothing to do with your writing it was just my head straining to understand.
Its great that this can now be done and give a greater insight into the customer and where they come from, allowing you to organise your campaigns more effectively.
I always use Google Analytics but not sure if it really gives right information because my hosting company gives me different details.
Thanks
Nice post! I always rely upon GA statistics when it comes to take a decision based on visitors trend. No doubt, it is the best in industry.
Helpful and very interesting post Patrick,
Thanks a lot. Keep posting.
Great post Patrick. This is surely a great help from Google. I would much rather trade it in for encrypted search (not provided) to be taken away but that’s another story.
I always use this post for reference – cheers Patrick