In order to see data within Multi-Channel Funnels Reports under Conversion tab you need to either have set up Goals or Set up Ecommerce tracking (or both).
In most reports the last interaction the user had, gets all the credit. This is a problem, as marketing work in way that a lot of effort needs to be made on different platforms and they work together very much like a football team even if it’s Zlatan that scores the goal at the end 😉
Multi-Channel Funnels allows us to see which funnels were helping out to scoring the goal!
To get insights about your online sales cycle, look into time lag and you might be surprised what you find!
You’ll find more info here: