Multi-Channel Funnels reports was first introduced in August 2011, last week, received an update to help Google Analytics users more easily understand the impact of their marketing channels. “We have expanded the Basic Channel Grouping dimension to more closely match the range of online channels used by the majority of marketers,” informs Google.
Specifically, the previous Paid Advertising channel is now replaced with three new channels: “Display, Paid Search, and Other Advertising (see the updated channel definitions),” posted Google.
You’ll find these updated channels reflected in the Multi-Channel Visualizer, and in reports such as Top Conversion Paths and Assisted Conversions, where you’ll now be able to see the interaction between these channels at a glance.
Google has also updated the “Social Network channel,” that now include a longer list of referral domains (more than 400) that will be classified as social.
Of course you can still create your own Custom Channel Groupings, either creating one from scratch, or by copying and modifying the Basic Channel Grouping template, Google said, adding, “Some of the most valuable custom groupings you can create include breaking out branded and generic search, and identifying a group for affiliates. These types of custom groupings can help you better understand the roles played by different channels in driving conversions,” Google said.