Great, Multi-Channel Expectations
When Google Analytics Multi-Channel funnels first came out, we were AWED and AMAZED. The metrics I latched onto first were the assisted transaction and revenue attributions. At last! Now those lower-converting AdWords campaigns could show their value. I knew they had to be doing something, but I didn’t have the tools to prove it before.
A Sad Discovery
I quickly came to discover, however, that these Assisted attributions are not in addition to the Last-Interaction conversions but rather include any conversion that involves an AdWords click along the conversion path, even if the Last-Interaction conversion was through AdWords as well. This means that we were reporting overlapping attribution on our AdWords transactions and revenue values! Basically, we couldn’t get anywhere near accurate revenue values for Assisted and Last-Interaction Conversions when combining their values together.
That is, until we built a User-Defined Conversion Segment. We call our heroine “Exclude AdWords Last Interaction.” She looks a little something like this:
Turn on this segment in the AdWords section of the Multi-Channel Funnels Assisted Conversions tab and it’ll set all of your Last-Interaction values to zero in addition to excluding any overlapping Last-Interaction revenue attributions from your Assisted conversion metrics. These are the REAL sidekicks — none posing as the breadwinner.
These reports now show overall revenue numbers that I can pass on to clients and not feel like they’re being quite so duped by the illusions of attribution as I once was.
If you need help setting up this segment or any similar to it, we’re here to help. Just let us know.