google analytics workshop outcome analysis with goals and funnels behdad barati web and digital...
TRANSCRIPT
![Page 1: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/1.jpg)
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](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/2.jpg)
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
![Page 3: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/3.jpg)
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
![Page 4: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/4.jpg)
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
![Page 5: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/5.jpg)
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
![Page 6: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/6.jpg)
Importance of Outcome Analysis
Cyberlitix Technologies 2012 All rights reserved
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](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/7.jpg)
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
![Page 8: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/8.jpg)
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
![Page 9: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/9.jpg)
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/
![Page 10: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/10.jpg)
Type of Goals
Cyberlitix Technologies 2012 All rights reserved
• 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](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/11.jpg)
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
![Page 12: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/12.jpg)
URL Destination Goal
Cyberlitix Technologies 2012 All rights reserved
• 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](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/13.jpg)
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
![Page 14: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/14.jpg)
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
![Page 15: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/15.jpg)
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
![Page 16: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/16.jpg)
Funnel Analysis
Cyberlitix Technologies 2012 All rights reserved
http://www.youtube.com/watch?v=3Sk7cOqB9Dk&feature=plcp&context=C3a558b7UDOEgsToPDskJnm8X_f3Tu0fpJtixiYn8X
![Page 17: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/17.jpg)
Anatomy of a Funnel
Cyberlitix Technologies 2012 All rights reserved
![Page 18: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/18.jpg)
Funnel Visualization
Cyberlitix Technologies 2012 All rights reserved
![Page 19: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/19.jpg)
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
![Page 20: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/20.jpg)
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
![Page 21: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/21.jpg)
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
![Page 22: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/22.jpg)
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
![Page 23: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/23.jpg)
Setup and Installation
Practice
Cyberlitix Technologies 2012 All rights reserved
![Page 24: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/24.jpg)
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
![Page 25: Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix](https://reader037.vdocuments.mx/reader037/viewer/2022103101/56649e715503460f94b70592/html5/thumbnails/25.jpg)
Thank You
Happy Analytics
[email protected]@infiwiz
Cyberlitix Technologies 2012 All rights reserved