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Page 1: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Google Analytics WorkshopOutcome Analysis with Goals and Funnels

Behdad BaratiWeb and Digital Analytics Consultant

Cyberlitix Technologies Inc.

Cyberlitix Technologies 2012 All rights reserved

Page 2: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

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

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Page 3: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

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

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Page 4: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

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+

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Page 5: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

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

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Page 6: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Importance of Outcome Analysis

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Revenue

Economic Value

Page 7: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Type of Outcome Analysis

• There are generally two types of outcomesMacroMicro

• Google Analytics has two features to measure outcomesE-Commerce ConversionGoal Conversion

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Page 8: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Initial Steps

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• 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

Page 9: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Setup a Goal

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• 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/

Page 10: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Type of Goals

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• Type of GoalsURL DestinationTime on SitePage per VisitEvent

Page 11: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Goal Value

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• 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

Page 12: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

URL Destination Goal

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• Goal URI• Match Types– Exact Match– Head Match– Regular Expression Match

Page 13: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

URL Destination Goal

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  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

Page 14: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Quiz

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• 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

Page 15: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Defining Funnel

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• 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

Page 17: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Anatomy of a Funnel

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Page 18: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Funnel Visualization

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Page 19: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

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

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Page 20: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Tips

• Last steps in a Funnel should be the same as Goal URI

• Mandate first step by checking “Required step” checkbox

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Page 21: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

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

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Page 22: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

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

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Page 23: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Setup and Installation

Practice

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Page 24: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

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

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Page 25: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix

Thank You

Happy Analytics

[email protected]@infiwiz

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