google analytics workshop outcome analysis with goals and funnels behdad barati web and digital...
Post on 12-Jan-2016
228 Views
Preview:
TRANSCRIPT
Google Analytics WorkshopOutcome Analysis with Goals and Funnels
Behdad BaratiWeb and Digital Analytics Consultant
Cyberlitix Technologies Inc.
Cyberlitix Technologies 2012 All rights reserved
A Few Notices
• You agreed to WACH disclaimer, goo.gl/Y0WOM
• #VanWACH• Recording this workshop• Will take a few photo• Google Analytics Training Program• Webinar coming on March, join WACH
on facebook to be informed
Cyberlitix Technologies 2012 All rights reserved
Outline
o Importance of Outcome Analysiso Measuring Outcomes in Google
Anlayticso Goals in Google Analyticso Define a Goalo Setup Funnelso Goal and Funnel Data Analysiso Tips and Tricks
Cyberlitix Technologies 2012 All rights reserved
A Real Story
• 5 different clickstream systems• 5 Reports out of 50+• Three years to develop a new system• Lots of new features• Millions of dollars• 5 Reports out of 250+
Cyberlitix Technologies 2012 All rights reserved
Lessons I Learned
• Reports and Aggregated Data are good to have but have no insights
• Collect data to measure outcomeProducing data that are not tied to
outcome is a waist of time• Outcome Analysis is the second step
in acquiring insights
Cyberlitix Technologies 2012 All rights reserved
Importance of Outcome Analysis
Cyberlitix Technologies 2012 All rights reserved
Revenue
Economic Value
Type of Outcome Analysis
• There are generally two types of outcomesMacroMicro
• Google Analytics has two features to measure outcomesE-Commerce ConversionGoal Conversion
Cyberlitix Technologies 2012 All rights reserved
Initial Steps
Cyberlitix Technologies 2012 All rights reserved
• Translate your desired outcome into action and conversion
• Figure out why the website exist• Identify what your website is
expected to achieve• Identify the values for achievements• Identify the way to measure
achievements, Metrics and KPIs
Setup a Goal
Cyberlitix Technologies 2012 All rights reserved
• Select a profile to define a goal• Goals are required to be setup on
each profile• Use Copy and Paste extension or
LunaMetrics plug-in to easily copy and paste goals in Google Analytics: http://www.google.com/analytics/apps/about?app_id=1326004 http://www.lunametrics.com/blog/2008/01/21/copying-goals-in-google-analytics-a-firefox-extension/
Type of Goals
Cyberlitix Technologies 2012 All rights reserved
• Type of GoalsURL DestinationTime on SitePage per VisitEvent
Goal Value
Cyberlitix Technologies 2012 All rights reserved
• Using Goal Value enable us to measure the monetary value of conversion for non-ecommerce website goals (Micro)
• How to calculate Goal Value– Let’s assume 5% of leads generated on your website
make a purchase, and average value of a purchase is $100, so your goal value for lead generation will be: $100 * 5%=$5
– Another way of calculating Goal Value is to measure how many leads it takes to sell one product and then divide the average sales value by the number of leads.
• Goal Values is not affiliated with any currency
URL Destination Goal
Cyberlitix Technologies 2012 All rights reserved
• Goal URI• Match Types– Exact Match– Head Match– Regular Expression Match
URL Destination Goal
Cyberlitix Technologies 2012 All rights reserved
Match Type Exact Match Head Match RegEx Match
Goal URL thanks.php thanks.php /.*/thanks\.php
Goal URL
mysite.com/order1/thanks.php No No Yes
mysite.com /order2/thanks.php No No Yes
mysite.com/thanks.php Yes Yes Yes
mysite.com/thanks.php?orderID=453645 No Yes Yes
mysite.com/order.php No No No
http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=72285
Quiz
Cyberlitix Technologies 2012 All rights reserved
• If your target page is located at http://www.mysite.com/projects/blog/stat.php what will you enter in Goal URL field?
• Options:/projects/blog/stat.php/stat.php
• Answer: /projects/blog/stat.php
Defining Funnel
Cyberlitix Technologies 2012 All rights reserved
• Funnel is visualization of expected steps by visitors to achieve the goal
• Each Goal can have a funnel of up to 10 Steps
• Funnel Analysis is the best way to understand where visitors drop out conversion
Funnel Analysis
Cyberlitix Technologies 2012 All rights reserved
http://www.youtube.com/watch?v=3Sk7cOqB9Dk&feature=plcp&context=C3a558b7UDOEgsToPDskJnm8X_f3Tu0fpJtixiYn8X
Anatomy of a Funnel
Cyberlitix Technologies 2012 All rights reserved
Funnel Visualization
Cyberlitix Technologies 2012 All rights reserved
Create a Funnel
• A Funnel can have up to 10 Steps• Steps are pages that visitors go through to
achieve a Goal• Funnel Steps are being treated as RegEx, so it
is possible to use wildcards if a step is different pages
Cyberlitix Technologies 2012 All rights reserved
Tips
• Last steps in a Funnel should be the same as Goal URI
• Mandate first step by checking “Required step” checkbox
Cyberlitix Technologies 2012 All rights reserved
Quiz and PrizeQuestion: A visitor to your website views the following pages, in the
following order:
main.htm > product.htm > info.htm > confirmation.htm
Towards which of the following goal funnels would this visit count?
main.htm > confirmation.htm main.htm > info.htm > confirmation.htm main.htm > product.htm > confirmation.htm main.htm > category.htm > info.htm > confirmation.htm
• Answer: A, B, and C
Cyberlitix Technologies 2012 All rights reserved
Goal and Funnel Analysis
• Reports are available at:Standard Reporting > Conversions > Goals
• Goals can be applied to most of the reports, to show data in a context
Cyberlitix Technologies 2012 All rights reserved
Setup and Installation
Practice
Cyberlitix Technologies 2012 All rights reserved
What’s Next
• Choosing the best KPIs, on Feb 20th
• A Book is coming out and you all get a free copy
• Webinar on March, join WACH on facebook to get informed
• Two days Google Analytics Training on March 2nd and 3rd, leave your business card or email to receive an exclusive offer
Cyberlitix Technologies 2012 All rights reserved
Thank You
Happy Analytics
behdad.barati@cyberlitix.com@infiwiz
Cyberlitix Technologies 2012 All rights reserved
top related