Google Analytics Workshop Outcome Analysis with Goals and Funnels Behdad Barati Web and Digital Analytics Consultant Cyberlitix Technologies Inc. Cyberlitix Technologies 2012 All rights reserved

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

Cyberlitix Technologies 2012 All rights reserved Outline Importance of Outcome Analysis Measuring Outcomes in Google Anlaytics Goals in Google Analytics Define a Goal Setup Funnels Goal and Funnel Data Analysis Tips and Tricks Cyberlitix Technologies 2012 All rights reserved

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 outcome Producing 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

Type of Outcome Analysis There are generally two types of outcomes Macro Micro Google Analytics has two features to measure outcomes E-Commerce Conversion Goal Conversion Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved Initial Steps 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 Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved Setup a Goal 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/ Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved Type of Goals Type of Goals URL Destination Time on Site Page per Visit Event Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved Goal Value 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 Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved URL Destination Goal Goal URI Match Types Exact Match Head Match Regular Expression Match Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved URL Destination Goal   Match Type Exact Match Head Match RegEx Match Goal URL thanks.php /.*/thanks\.php mysite.com/order1/thanks.php No Yes mysite.com /order2/thanks.php mysite.com/thanks.php mysite.com/thanks.php?orderID=453645 mysite.com/order.php http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=72285 Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved Quiz 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 Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved Defining Funnel 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 Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved Funnel Analysis http://www.youtube.com/watch?v=3Sk7cOqB9Dk&feature=plcp&context=C3a558b7UDOEgsToPDskJnm8X_f3Tu0fpJtixiYn8X Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved Anatomy of a Funnel Cyberlitix Technologies 2012 All rights reserved

Cyberlitix Technologies 2012 All rights reserved Funnel Visualization Cyberlitix Technologies 2012 All rights reserved

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

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

Cyberlitix Technologies 2012 All rights reserved Quiz and Prize Question: 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

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

Cyberlitix Technologies 2012 All rights reserved Thank You Happy Analytics  behdad.barati@cyberlitix.com @infiwiz Cyberlitix Technologies 2012 All rights reserved