In Multi-Channel Funnel Reports, conversions and ecommerce transactions are attributed to the last campaign, search, or ad that referred the user.
In the Multi-Channel Funnel Reports, all the channels are credited according to the roles they play in conversions—how often they assisted and/or completed sales and conversions.
Read more here: https://support.google.com/analytics/answer/1191180
In Analytics, conversions and Ecommerce transactions are credited to the last campaign, search, or ad that referred the user when he or she converted. But what role did prior website referrals, searches, and ads play in that conversion? How much time passed between the user’s initial interest and his or her purchase?
The Multi-Channel Funnels reports answer these questions and others by showing how your marketing channels (i.e., sources of traffic to your website) work together to create sales and conversions.
For example, many people may purchase on your site after searching for your brand on Google. However, they may have been introduced to your brand via a blog or while searching for specific products and services. The Multi-Channel Funnelsreports show how previous referrals and searches contributed to your sales.
The Multi-Channel Funnels reports are generated from conversion paths, the sequences of interactions (i.e., clicks/referrals from channels) that led up to each conversion and transaction. By default, only interactions within the last 30 days are included in conversion paths, but you can adjust this time period from 1-90 days using the Lookback Windowselector at the top of each report. Conversion path data include interactions with virtually all digital channels. These channels include, but are not limited to:
- paid and organic search (on all search engines along with the specific keywords searched)
- referral sites
- social networks
- email newsletters
- custom campaigns that you’ve created, including offline campaigns that send traffic to vanity URLs
To learn how these channels are displayed in reports, read About MCF Channels.