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

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  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 Well 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 virtualpageview Pulled directly from content reports Multiple match types Exact match: Dont do it Head match: Sometimes do it Regular Expression match: Usually do it
  9. 9. Event Based Goals Match any singular or combination ofCategory, 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 asuccess 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 orspends longer than 3 minutes and 10 secondson the site With a lot of data, you can set the average asthe threshold to gauge performance againstaverage
  14. 14. BestPracticesBe 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 valueremains intact Calculations begin at the exact moment thegoal is set. They are not retroactive Future-proof your page settings If your conversion page changes, you can useregular expressions match to keep trackingconsistent
  16. 16. Group Your Goals Google Analytics is separated into four setsof five goals Group similar goals together This type of architecture provides great long-term value and creates ordered structure withinthe 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 PagesAbove AvgPages Per VisitProduct ViewsAbove Avg Visit Duration
  18. 18. Goal Score Framework A value can be assigned to each goal that isset These values populate as a dollar value inGoogle Analytics For example, for each 1,000 users that sign up for an email,they purchase $150 worth of product. Therefore, the valueyou assign to the Email Sign Up goal is $15.
  19. 19. Goal Score Framework For goals that do not have a directly attributedmonetary value, we can still assign a value A Goal Score Framework helps rate events ona scale from 1 (low importance) to 10 (highimportance) Account Creation: 10 View Shopping Cart Start Page: 7 View Products: 4 View Support Articles: 2 High valueLow value conversion conversion days day
  20. 20. WorstPractices Dont Be That Guy
  21. 21. Avoid These Common Pitfalls Improper match settings Test your settings in content reports to know whatthe 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 makesextracting insights difficult Possible Exception: Duplicating goals for specificfunnel analysis, such as abandonment rate fromdifferent starting points
  22. 22. Avoid These Common Pitfalls Temporary goals If possible, make temporary URLs permanent Conversion Rate metric in GoogleAnalytics is AGGREGATE of all goals. Be aware your aggregate conversion ratemight 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 functionproperly Understand various touch points leading toa conversion
  27. 27. Multi-channel Funnels Understand which channels are best atassisting conversion, even though theymay not be directly attributed
  28. 28. Custom Dashboards Dashboards can provide a quick view intometrics and dimensions not easilyaccessible in standard reports
  29. 29. Custom Dashboards New dashboard widgets allow you to divedeeper 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 alogical page Abandonment Rate is calculated on this page.Shopping CartHome Page
  34. 34. Best Practices Dont 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 beskipped over in the visualization
  36. 36. Best Practices Plan your goal architecture before savingthe 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 extractperformance-based insights A strategic goal architecture is crucial Goal settings should be permanent toavoid irregularities in data Strategic set up of funnel steps provide anadditional layer of insight into goalabandonment and bottlenecks
  39. 39. Resources Visit AnalyticsPros.com/tools/goal-planning-worksheet Download a template spreadsheet that allowsfor effect goal framework creation Visit goo.gl/lGgAe for a secondary planningworksheet to monitor current state andpreserve historic iterations
  40. 40. Questions? Hit me with your best shot. Fire away!justin@analyticspros.com @jutspen


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