Introducing the Multi-Channel Funnels Reporting API
By John Huang, Software Engineer
Cross-posted from the Google
Analytics Blog
Measuring how marketing efforts influence conversions can be difficult, especially when your
customers interact with multiple marketing channels over time before converting. Last fall, we
launched
Multi-Channel Funnels in Google Analytics, a new set of reports
that help shed light on the full path users follow to conversion, rather than just the last
click. One request we’ve had since the beginning was to make this data available via an API to
allow developers to extend and automate use cases with the data. So today we’re releasing the
new Google Analytics
Multi-Channel Funnels Reporting API.
The API allows you to query for
metrics like Assisted Conversions, First Interactions
Conversions, and Last Interaction conversions, as well as Top Paths, Path Length and Time Lag,
to incorporate conversion path data into your applications. Key use cases we’ve seen so far
involve combining this conversion path data with other data sources, such as cost data,
creating new visualizations, as well as using this data to automate processes such as
bidding.
For example,
Cardinal Path used the new Multi-Channel Funnels API,
Analytics Canvas ETL
(Extract, Transform, Load) and
Tableau Software to help their client,
C3 Presents, uncover how time and channels affected
Lollapalooza ticket sales in
an analysis dubbed “MCF DNA.” The outcome was a new visualization, similar to a DNA graph,
that helped shed light on how channels appeared throughout the conversion funnel.
 |
| MCF DNA Visualization in
Tableu Software |
In another case,
Mazeberry, an analytics company from France, helped their client
123Fleurs decrease
customer acquisition costs by 20% by integrating data from the Multi-Channel Funnels API into
a new reporting framework. Their application,
Mazeberry Express, combines media cost and full conversion path
data to provide new Cost Per Acquisition (CPA) and Return on Investment (ROI) metrics that
provide a more complete understanding of how online channels are working together to influence
conversions.
 |
| Mazeberry Express
Screenshot - Focus on a Channel |
Please note that this functionality only works with the new v3.0 API libraries, so you should
upgrade now if you haven’t already (see our
migration guide). We look forward to seeing how you make use of
this new data source.
John
Huang is a Software Engineer working on Google Analytics. John is interested in all
things analytics, mobile, and photography.
Posted by Scott Knaster,
Editor
