The Multi-Channel Funnels reports are generated from conversion paths, the sequences of interactions (i.e., clicks/referrals from channels) during the 90 days1 that led up to each conversion and transaction. Analytics compiles conversion path data for any Goal or Ecommerce transaction you define. This means that you can track the path to conversion on actions such as spending more than a certain amount of time on the site—as long as you've defined this as one of your Goals.
Analytics automatically detects many of the channels that send traffic to your site; other channels may require some setup in order to be detected.
The following channels are automatically detected:
- unpaid search (all search engines)
- referrals from other websites (including social media sites)
- direct traffic (that can arrive if people used bookmarks or typed your site's URL into the browser)
The following channels require some setup in order to be properly tracked:
- Google Ads
- paid search on non-Google search engines
- custom campaigns
When looking at your Multi-Channel Funnels reports, always use an unfiltered view. Read Filters and Multi-Channel Funnels to learn more.
Next steps
- To set up Google Ads tracking, read Linking/unlink Analytics and Google Ads.
- To set up custom campaigns and non-Google paid search, read Custom Campaigns.
