4 Google Analytics Tools That Are Criminally Underused
1. Top Conversion Paths
(Conversion > Multi-Channel Funnels > Top Conversion Paths)There is a substantial amount of data that you can get from this Top Conversion Paths. Some of the most obvious uses of it is to see which channels convert best/most efficiently, which channels assist conversions, number of visits that people like to do before they convert (is it mostly immediate conversions? Or does it take multiple visits?), and how the channels work with each other to lead to conversions. To go a little deeper, we can use it to figure out how we plan our online marketing strategy. For example, if we see that people convert very well through display or remarketing on their second or third visit, it would be worth expanding the reach towards new audiences with paid and organic. When used in conjunction with the Attribution Model Comparisons and assisted conversions this will give you a good idea of which channels perform most effectively in which area of the funnel. Although it is important to keep in mind that there is often more than one area in which the channels can perform.