At first glance, Multi-Channel Funnels are nowhere to be seen, but they are in GA4 under the name ‘Advertising’. To find the section in the app, go to the left menu and click on ‘Advertising’.
What are Multi-channel funnels?
Multi-channel reports, now known as paths, are the conversion funnels used by your customers. Basically, it’s data that allows you to see your customer’s journey from the first click all the way to purchase.
Funnel exploration in GA4 is easier to navigate, making it easier to optimize the customer’s path to conversion. With these paths, you can also see where customers abandoned checkout.