Most conversion tracking tools credit only the last link or ad clicked. But in reality, we are not a last-click society. In real life, consumers research, compare and have multiple touch points across multiple channels, or sources of traffic, before making a final decision on where they would like to make a purchase, submit a lead form or take another action.
This presentation gives an overview of what multi-channel funnels are, why measuring the whole funnel before the conversion is important, and several ways you can take action on the data from Google Analytics Multi-Channel Funnels feature.
Read the full article here: http://www.tentacleinbound.com/articles/understanding-multi-channel-conversions?utm_source=slideshare.net&utm_medium=social&utm_campaign=mcf