Categories: Technology ServicesWeb Analytics

Regex & Google Analytics 2 – Multi-Channel Funnels

In the comments for my last regex post I was asked if I knew how to build a rule for multi channel funnels that would restrict results only to those which visit from a non-branded keyword, then return through anything but a non-branded keyword.

Hiya,

I have been trying to build a conversion segment for MCF with conversion path as-
* First interaction is a non-brand organic visit* All other touch points are any channel, but if they are PPC/Organic, they -must- be brand terms
However we have not been able to find a regular expression set up to achieve this configuration, would it possible to do so using the information from the above post?

Any Help – much appreciated

What a great idea! I set out to produce something that would fulfil this request, and in so doing took my first dive into multi channel funnels. My god they are cool.

1. Set up a custom conversion path

First thing you need to do is construct a custom conversion path.To do this, go into multi-channel funnels and click “channel groupings” and create a custom channel grouping.

2. Add a rule that groups all non-branded organic searches.

Pretty basic, much like building an advanced segment.

3. Add a rule that groups branded keywords with anything containing direct, email, or referral.

This is a little more tricky. You need to combine two rules, one which includes the brand keywords OR excludes CPC|Organic Search (might also want to go through your results and see what else comes in via a keyword).

4. Filter

Now you just need to filter out anything that isnt in those two groupings. This is where regex comes in handy. After a little experimenting I came up with ^Non-branded organic>(Branded search or other>?)+$

I use the >? to make an optional greater than, giving it the ability to be Non-branded > branded > branded etc. Then maybe add a secondary dimension and tada:

I especially like when you add “Keyword (or Source/Medium) Path” as your secondary dimension, since it gives you both the keywords that people entered from and lists their mediums for non search/advertising traffic.

And there you have it. It’s amazing what you can do with some regex rules and multi-channel funnels. For an added bonus, mess around a bit with secondary dimensions and your inline filter.

Kent Clark

Some have compared him to the Dalai Lama, others to Kublai Kahn. When he isn't teaching third world children how to purify water with nothing more than a plastic bottle and a garden hose, he is creating mad waves for surfers off the west coast with little more than a paddle. Some say there is a boat involved, others that he walks on water. Little is known about his background. he appeared from nowhere 15 years ago and claims heritage from a land with neither want not need. He makes little comment, stating only that it was a pretty cool place. Fire does not burn him, cold does not hurt him. Words could... but they don't. When he passes, pedals fall off branches. When he speaks, hair tugs at skin, pulling just slightly in his direction. He does not sleep but he does dream. He has muscled his way into the lives of the famous and whispered his way into their hearts. And in the wee hours he plays oboe softly, as if to sooth the night to sleep.