1. Google Analytics Workshop Outcome Analysis with Goals and Funnels
Behdad Barati
Web and Digital Analytics Consultant
Cyberlitix Technologies Inc.
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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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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
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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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5. 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
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6. Importance of Outcome Analysis
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7. 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
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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
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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:
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Type of Goals
Type of Goals
URL Destination
Time on Site
Page per Visit
Event
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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
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URL Destination Goal
Goal URI
Match Types
Exact Match
Head Match
Regular Expression Match
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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
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Quiz
If your target page is located at what will you enter in Goal URL field?
Options:
/projects/blog/stat.php
/stat.php
Answer: /projects/blog/stat.php
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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
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Funnel Analysis
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Anatomy of a Funnel
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Funnel Visualization
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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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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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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
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22. 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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23. Setup and Installation
Practice 
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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 to receive an exclusive offer
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Thank You
Happy Analytics 
@infiwiz
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