Knowing your basic web analytics will allow you to gauge the performance of your website fairly accurately; however, it can also be misleading to rely only on basic analytics as they give the most importance to the last channel via which a conversion was made – whether it be a paid ad or a direct referral.
It’s equally, if not more, important to know the role that preceding channels played in that conversion, as well as the amount of time between the visitor’s initial click and his/her transaction.
With the advent of the more advanced marketing or multi-channel funnels, marketers today can get a better sense of their customers’ journey to and within the website, and allow them to understand the impact of all channels, and make sounder investment decisions.
Here are the top five reasons to use multi-channel reports:
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