Multichannel Funnels in Google Analytics: discovering untapped opportunities in your conversion path
Do you measure the performance of your digital marketing channels using the standard version of Google Analytics? Do you use a paid tool? Do you use both? Regardless of which platforms you are currently using, Google Analytics offers a rich source of free data (Multichannel Funnels) that moves way beyond the last click and can be used to identify the role each channel plays within your customers’ online journeys. Dara Fitzgerald, Head of Insight at digital marketing agency Fresh Egg (a Google Analytics Certified Partner), will use practical examples to demonstrate the intelligence that can be gleaned from the MCF reports. If your business is still relying on last click and you know that many of your channels or campaigns are being undervalued, Dara will explain what useful data may already be at your fingertips.
About the speakers
Dara Fitzgerald, Head of Insight, Fresh Egg
As Head of Insight at Fresh Egg, Dara is responsible for helping businesses understand, measure and improve performance across multiple digital marketing channels. After studying electronics at the Dublin Institute of Technology, he began his career as a service engineer at AGB Scientific (now owned by VWR International), before moving to Intel as a quality assurance analyst. He moved to the UK in 2005, working for Oliver & Graimes, a Brighton-based integrated creative agency, before joining digital marketing agency Fresh Egg in 2010. Dara manages Fresh Egg’s team of web analytics and conversion specialists and represents the agency in the UK and overseas as part of the Google Analytics Certified Partner programme. He has been an advanced user of Google Analytics since 2007.
