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Goals and Goal Funnels | Presented by Justin Spencer of Analytics Pros

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Goals and Goal Funnels | Presented by Justin Spencer of Analytics Pros

  1. 1. The Art of Effective Goals andGoal FunnelsOverview & Best Practices
  2. 2. IntroWho We Are and What We Do
  3. 3. Justin SpencerSearch and Analytics Strategist
  4. 4. OverviewPutting the “fun” in funnels
  5. 5. What We’ll Cover• Goals – Types of Goals – Uses of Goals – Best Practices – Worst Practices• Analysis• Funnels – Uses of Funnels – Best Practices
  6. 6. GoalsGoooooooaaaaaaaalllllllllllllsssssss
  7. 7. Types of GoalsNot All Goals Are Alike
  8. 8. URL Based Goals• Can be either actual page or virtual pageview – Pulled directly from content reports• Multiple match types – Exact match: Don’t do it – Head match: Sometimes do it – Regular Expression match: Usually do it
  9. 9. Event Based Goals• Match any singular or combination of Category, Action or Label – Events must be functional to be set as goals• There are match type options here too – Begins With – Is Equal To – That Matches
  10. 10. Engagement Based Goals• Set thresholds to trigger goals – Pages Per Visit – Session Duration (Time on Site)
  11. 11. Uses of Goals Extracting Insight
  12. 12. Success Points• Goals should be any action that is a success event – Purchase – Email subscription – Creating an account – Viewing a key content page
  13. 13. Key Engagement Metrics• Set engagement thresholds – A session that views more than 4 pages or spends longer than 3 minutes and 10 seconds on the site – With a lot of data, you can set the average as the threshold to gauge performance against average
  14. 14. BestPractices Be A Rock Star
  15. 15. Have A Strategic Architecture• Once a goal is set, it should never change• If a goal is changed, the historic value remains intact• Calculations begin at the exact moment the goal is set. They are not retroactive• Future-proof your page settings – If your conversion page changes, you can use regular expressions match to keep tracking consistent
  16. 16. Group Your Goals• Google Analytics is separated into four sets of five goals• Group similar goals together – This type of architecture provides great long- term value and creates ordered structure within the profile
  17. 17. Example SetsGroup 1: Transactional Group 2: Non-TransactionalCompleted Purchase Account CreationCart Views Email Sign UpProduct ViewsGroup 3: Key Content Group 4: EngagementSupport Pages Above AvgPages Per VisitProduct Views Above Avg Visit Duration
  18. 18. Goal Score Framework• A value can be assigned to each goal that is set• These values populate as a dollar value in Google Analytics – For example, for each 1,000 users that sign up for an email, they purchase $150 worth of product. Therefore, the value you assign to the Email Sign Up goal is $15.
  19. 19. Goal Score Framework• For goals that do not have a directly attributed monetary value, we can still assign a value• A Goal Score Framework helps rate events on a scale from 1 (low importance) to 10 (high importance) – Account Creation: 10 – View Shopping Cart Start Page: 7 – View Products: 4 – View Support Articles: 2 High value Low value conversion conversion days day
  20. 20. WorstPractices Don’t Be That Guy
  21. 21. Avoid These Common Pitfalls• Improper match settings – Test your settings in content reports to know what the reports will look like • For example, a match type of “/success” could also match “/?errorpage=/success”• Duplicating goals – If you set up goals that are duplicated, it makes extracting insights difficult – Possible Exception: Duplicating goals for specific funnel analysis, such as abandonment rate from different starting points
  22. 22. Avoid These Common Pitfalls• Temporary goals – If possible, make temporary URLs permanent• “Conversion Rate” metric in Google Analytics is AGGREGATE of all goals. – Be aware your aggregate conversion rate might be over 100%
  23. 23. AnalysisGoals In Their Natural Habitat
  24. 24. Standard Reporting• Traffic Reports – Judge conversion rate from last-click attribution
  25. 25. Standard Reporting• Browser & OS – Conversion rates can help pinpoint issues with certain browsers or operating systems
  26. 26. Multi-channel Funnels• Goals are required for MCF to function properly• Understand various touch points leading to a conversion
  27. 27. Multi-channel Funnels• Understand which channels are best at assisting conversion, even though they may not be directly attributed
  28. 28. Custom Dashboards• Dashboards can provide a quick view into metrics and dimensions not easily accessible in standard reports
  29. 29. Custom Dashboards• New dashboard widgets allow you to dive deeper – For example, you can view what language a visitor is using sorted by the country they are in and whether or not they completed a goal
  30. 30. GoalFunnelsGoing With the Flow
  31. 31. Goal Flow• Introduced in October 2011• HUGE improvement over previous funnel
  32. 32. Highlights• Big improvement over previous view• Retroactive• Dynamically update nodes• Segment views on different dimensions• Apply default and custom segments• Detailed information within each step
  33. 33. Best Practices• Ensure the first step of the funnel is on a logical page – Abandonment Rate is calculated on this page. Shopping Cart Home Page
  34. 34. Best Practices• Don’t select “first step required” – Outdated feature of deprecated funnel view
  35. 35. Best Practices• Include all possible steps in the process – Login error page – Incorrect password page• Any page not included in the flow will be skipped over in the visualization
  36. 36. Best Practices• Plan your goal architecture before saving the goals• Keep a record of your goal structure – Make notes for future reference
  37. 37. Conclusion For anyone still awake
  38. 38. Wrap Up• Goals are a powerful tool to help extract performance-based insights• A strategic goal architecture is crucial• Goal settings should be permanent to avoid irregularities in data• Strategic set up of funnel steps provide an additional layer of insight into goal abandonment and bottlenecks
  39. 39. Resources• Visit AnalyticsPros.com/tools/goal- planning-worksheet – Download a template spreadsheet that allows for effect goal framework creation• Visit goo.gl/lGgAe for a secondary planning worksheet to monitor current state and preserve historic iterations
  40. 40. Questions? Hit me with your best shot. Fire away! justin@analyticspros.com @jutspen