Google Releases Multi-Channel Funnels Reporting API

Candice McMillan
Aug. 02 2012, 12:45PM EDT

Understanding the mind of the consumer is the crux of any marketing campaign, and having the ability to monitor whether these efforts are working or not is priceless. Thanks to Google's release of Multi-Channel Funnels in Google Analytics last year, this is a possibility. There have been numerous requests that this data be made available via an API, and finally it's here, Google has released the Multi-Channel Funnels Reporting API.

Multi-Channel Funnels Reporting makes it possible to analyze how various marketing channels affect conversions over time, showing user interactions with several traffic sources before converting. That means conversions can be better understood, as the process of how users get to their destination becomes clearer. The Multi-Channel Funnels Reporting API enables developers to request Multi-Channel Funnels data for an authenticated user.

"The API allows you to query for metrics like Assisted Conversions, First Interactions Conversions, and Last Interaction conversions, as well as Top Paths, Path Length and Time Lag, to incorporate conversion path data into your applications. Key use cases we’ve seen so far involve combining this conversion path data with other data sources, such as cost data, creating new visualizations, as well as using this data to automate processes such as bidding," says John Huang, Google software engineer.

Google Analytics Multi-Channel Funnels

One example is how Cardinal Path used this data to help it's client, C3 Presents, discover how time and sales affected Lollapalooza ticket sales. Another example is evident in Mazeberry Express; an application by French analytics company, Mazeberry.

Google notes that an upgrade to the new v3.0 API libraries is necessary for full functionality. A migration guide has been provided.

Candice McMillan

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