Google Analytics Individual Qualification Practice Exam

Which reports indicate how website referrals, organic search and ad campaigns assisted in conversions?

1. Goals reports

2. Acquisition reports

3. Multi-Channel Funnel reports

4. Ecommerce reports

The correct answer is: Multi-Channel Funnel reports

The Multi-Channel Funnel reports provide detailed insights into how various channels contribute to conversions over the customer journey. These reports highlight the interactions users have with different marketing channels, such as direct visits, referrals, organic search, and paid advertising, before completing a conversion. This emphasizes the importance of each channel in the context of a user's path to conversion, illustrating how they all work together rather than in isolation. While other types of reports, like Acquisition reports, focus on how visitors are initially acquired, they do not give a complete picture of the conversion process that considers all touchpoints. Similarly, Goals reports track specific conversion events but do not detail how different referral sources contributed to reaching those goals. Ecommerce reports are focused specifically on transactions and revenue generation, lacking the comprehensive view of multi-channel interactions leading up to those conversions.