In a recent post, we saw that the Goals reports in Google Analytics attribute conversions entirely to the last click or to the last direct visit that didn’t follow a more specific source.
The Multi-Channel Funnel reports, however, do preserve the entire attribution history leading up to conversions. Also, they do not overwrite (direct)/(none) as (source)/(medium) for a visit if a more specific source (such a referral, an organic visit, or a campaign) generated a previous visit. In this way, the Multi-Channel Funnel reports can more accurately reflect the chain of sources that drove conversions.
As with any sort of visit-to-visit tracking, the Multi-Channel Funnel reports depend on browser cookies. If the visitor deletes cookies, attribution history is lost, and Google Analytics starts a new attribution record on that visitor’s next visit.
By default, the channels defined in the Multi-Channel Funnels report may be too general. In an upcoming post, we’ll discuss how to create custom channels for more actionable insights.