The goal is to turn data into information, and information into insight.
Few marketers dispute the wisdom of Carly Fiorina’s quote above – but when it comes to transforming data into valuable insights, the question is often where to look to find this data.
Analytics platforms offer entire worlds of detail for our interpretation, and in one corner of the Google Analytics universe that’s well worth exploring, you’ll find the Multi-Channel Funnel (MCF) reports.
The MCF tab of Google Analytics strictly represents those sessions that have ultimately resulted in a conversion, which means that your insights will solely be based off converted traffic.
Chapters could be authored on the uses of the Assisted Conversions, Time Lag, and Path Length reports, but this article focuses on the application of your Top Conversion Path report, my favorite of the MCF reports.
About The Top Conversion Paths Report
This report is hands down one of my most treasured possessions when it comes to evaluating the multi-channel pathways of your users. The visibility of a converter’s path contributes quantifiable value to your discussions with clients or in-house higher-ups as you highlight the impact of your marketing touch points.
Your Top Conversion Path (TCP) report can include any of the conversion goals being tracked in Google Analytics. An e-commerce business, for example, may be tracking sales as well as micro conversions such as “Find A Location” users and e-mail sign-ups. When it comes to using the Top Conversion Path report, it may be most valuable to segment these reports, looking just at online sales or a specific micro conversion for a period of time.