Your customers research, compare, and make purchase decisions at different times and in different places, so measuring return solely based on the last click gives an incomplete picture and potentially misses important insights about how you reach your most valuable customers.
Multi-Channel Funnels in Google Analytics let you look at interactions across different digital media and show how these channels work together to create sales and conversions. More important, this tool helps you make crucial marketing decisions regarding advertising investments at the macro level -- what channels -- as well as the micro level, for example what keywords and ad placements.
The five Multi-Channel Funnels reports show what channels customers interacted with during the 30 days before conversion or purchase. These reports provide valuable metrics such as:
"Multi-Channel Funnels now gives us visibility into how customers reach our site and convert--from all our channels. It allows us to do attribution analysis on our online marketing activities, looking at them as combinations of channels and steps of varying success, rather than last-clicked channels in isolation."