Last week at ad:tech San Fran­cis­co, Google announced Mul­ti-Chan­nel Fun­nels in Google Ana­lyt­ics, a new fea­ture that will show which chan­nels your cus­tomers inter­act­ed with dur­ing the 30 days pri­or to con­vert­ing or pur­chas­ing.

In online mar­ket­ing, con­ver­sions and e-com­merce trans­ac­tions are cred­it­ed to the last cam­paign, search, or ad that referred the vis­i­tor when he or she con­vert­ed. But what role did pri­or web­site refer­rals, search­es and ads play in that con­ver­sion? How much time passed between the visitor’s ini­tial inter­est and his or her pur­chase? Mul­ti-Chan­nel Fun­nels will tell the com­plete sto­ry by pro­vid­ing cross chan­nel report­ing on the con­ver­sion fun­nel, show­ing mar­keters which dig­i­tal chan­nels cus­tomers inter­act with before pur­chase.

Update: As of August 24, 2011, Mul­ti-Chan­nel Fun­nels in Google Ana­lyt­ics are now avail­able to every­one.