2. About Analytics Ninja
Founded 2010
Web Analytics = <3
Twitter  @analyticsninja
Online Marketing Philosophy –
Web Analytics is the keystone
of any successful online marketing

3. About Analytics Ninja
Loves working with fun businesses

4. Goals
• Goals are things you
want someone to do on
your website.
• Usually a sale, lead
generation form
submission, newsletter signup, or the like.
Helps answer question posed during planning
stage, “how do I measure impact on my business?”
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5. Goals
The simplest type of goal is a pageview.
This means that a visitor viewed a particular
page, most commonly the “thank you” page of
some sort of lead generation form or online
checkout.
This is known as a macro-conversion
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6. How to set up a funnel
• 1st, Learn some Basic
RegEx (really)
• Choose URL Destination
• Goal URL is the url that
each step in the funnel is
leading up to.
• Don’t include the Goal URL
in your funnel steps
• Include a goal value in
most cases.
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7. Funnel
Visualization
Report
Exit is from furthest place
reached in the funnel
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8. Better than Funnel Visualization Report
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9. Also Better Than GA Funnel Visualization
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10. Micro Conversions / Other Goals
• Steps along the conversion path such as view
of category page, product page, add to cart.
• Engagement Metrics such as Page Depth or
Time on Site
• Touch points such as newsletter signups, free
site registrations, live chats, whitepaper
downloads, contact us page.
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11. How to set up Page Depth & Time on Site Goals
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12. How to choose Page Depth & Time on Site Goals

13. Goal & Funnel Segmentation
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14. Goal & Funnel Segmentation - BROWSER
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15. Goal & Funnel Segmentation – Screen Resolution
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16. Goals & Funnels
• Category Pages
• Product Pages
• Page Depth greater than X
• Time on Site greater than X
• Each checkout step (for ecommerce)
• Other touch points (contact us
forms, newsletter signups, live
chat, downloads).
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17. Segments:
• Segment by each of bullet points on previous slide
• Browser (identify browser compatibility issues)
• Screen Resolution (not all of your prospects have
that beautiful 27” screen you have).
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18. Additional “Must Have” Segments
• Bounced visits • Social Media
• Site Search • No Site Search & 4+ pages
• Branded Keywords • Non Branded Keywords
• Mobile devices • Non-Mobile
• New Visitors • Returning Visitors / High
Count of visit
Example:
Screen Resolution issues may matter a lot less to your
returning visitors than to your new visitors
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19. Challenge - Pan Session Analysis
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20. Challenge - Pan Session Analysis
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21. Pan Session Analysis
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22. Pan Session Analysis
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23. Use Multi Channel Funnels
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24. Use Multi Channel Funnels
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25. Put them together
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26. One of my favorite Conversion Segments
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27. One of my favorite Conversion Segments
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28. A Note about Direct Traffic
• Direct Traffic in Multi Channel Funnels is
treated differently than in standard reports.
• In standard reports, the last campaign touch
will remain the source of traffic for 6 months
(by default)
• In Multi Channel Funnels, any “direct visit” will
be counted as direct.
http://online-behavior.com/analytics/multi-channel-funnels
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29. Summary
• Set up goals to report on business objectives and key user
behaviors on your site.
• Segment, Segment, Segment!!
• Use Multi-Channel Funnels for a more accurate view of user
behavior on your site.
• Be a ninja

30. Contact Info
Yehoshua Coren
ninja@analytics-ninja.com
Twitter: @analyticsninja
www.analytics-ninja.com
@ analyticsninja