According to the search engine optimization (SEO) experts, analysis of return on investments will be one of the most prominent forecasts in the world of social media marketing for the year 2013. In other words, digital marketing specialists will look for better tools to evaluate the profits generated out of their SEO campaign.
As a result of these predictions, there is a convergence of several digital marketing avenues into a single and much sophisticated platform known as the Multi-Channel Funnel that the search giant Google has incorporated in its Google Analytics services. So, what exactly is the Multi-Channel Funnel?
Multi-Channel Funnels – An overview and its importance
The problem of tracking and measuring the last-click attribute may prevent the availability of a holistic conversion picture to the SEO professionals while studying their websites analytics. It is very important to choose the appropriate channel so as to generate better revenue. For this to happen, Internet marketers need to invest in the right kind of channel on the basis of whatever information that is available at their disposal.
The recent analytics can now throw up some light on the Last-Click attribution. This data will reveal the last action or click made by the visitor before closing a deal or the time when that client got converted into actual business. For instance, a visitor may have come across a paid advertisement or banner and clicked on it. On arriving on the targeted page, he goes through the concerned website and makes the purchase. This kind of purchase is considered by Google as conversion from that particular advertisement.
It should be noted that, these analytics doesn’t take into account the overall time spent by the customer on that affiliates website. It just tracks the final action of purchase and time of purchase. However, the record of last click isn’t a reliable data since there would’ve been several other complementary factors that could have compelled a particular customer to make the deal.
The possibilities of bumping into that same paid advertisement or banner on the World Wide Web are endless. For example, that same customer must have seen the advert on various social media platforms like Facebook, Twitter, MySpace and the likes. Moreover, people may find a particular advert in various search engines. Therefore, to answer all these possibilities with concrete logic, Google has devised this Multi-Channel Funnel that will provide all the necessary but relevant details regarding every single conversion on the Internet.
Universal Analytics – The basics
Universal Analytics is nothing but an enhanced version of the existing Google Analytics services which is at the moment going through the beta phase. According to the web experts, Google has tried its best to alter the perception towards all sorts of conversion attributes.
Primarily, Universal Analytics (UA) will help the SEO professionals evaluate conversion reports. Evaluation of these conversion reports are done on the basis of attribution models. These models are created using the ‘Attribution Modeling Tool’. Web analytics tools like these will enable the digital marketing professionals to compare the last interaction of a visitor to his final action. These attribution models can be modified based on the position or time attribute.
Additionally, UA will allow web masters to track the User identity of a visitor from the moment he enters the website. Visitors can be tracked even if they change their devices frequently.