Google Analytics offers a variety of reports allowing you to examine user behavior. The most frequently used report when analyzing conversions is exploring source/medium. When configured correctly, this type of report gives valuable insights on which traffic sources bring in more users and conversions.
Google Analytics has a lot of different models for how to attribute conversions. Still, the default model is last click non-direct traffic, which means conversion will be attributed to the most recent non-direct traffic source. Though this type of attribution model can be relevant for some websites, it may not be accurate for others (especially websites with high average order value) since users have multiple interactions before purchasing on the site. And the last traffic source may not have the most significant role in a user’s decision to buy your product.
Stape created the Channel Flow tag for the server Google Tag Manager that helps track all user interactions with the site. In this post, I want to talk about using Server GTM to track the user’s first, last source/medium, and all interactions in between.
The logic of our Channel Flow tag is straightforward. It records users’ first, last, and all middle interactions in the browsers’ cookies.
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