Social Media ROI with Google Analytics Multi-Channel Funnels

Have you been looking at your site statistics wondering how long your customer’s buying cycle really is, or how many times does a Facebook Fan have to look at your site before they finally purchase?

Google Analytics is currently testing a new service called Multi-Channel Funnels which has the following features:

Path Length: Breaks down the number of interactions it takes before a conversion occurs as well as the amount of revenue generated for each.

Time Lag
: Shows the number of days between the first interaction and the final interaction where the conversion occurred.

Top Conversion Paths: Shows the top combination of channel interactions taken by visitors before a conversion occurs. This can be very powerful as it shows you which channels work together to drive conversions as well as the order in which they work together.

Assisted Conversions: Shows the overall impact that each channel has by segmenting the conversions and conversion values attributed to each channel in three ways:

    -Last click conversions
    -Assisted conversions
    -First interaction conversions

The good news – you will be able to gather more meaningful data from websites that your user was previously viewing, including the elusive Social Media sites and, yes, Facebook.

The bad news – it’s not available to the masses yet.  It’s being tested by a select few.