Goal Configuration & Advanced Segmentation

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About Analytics Ninja Founded 2010Web Analytics = <3Twitter @analyticsninja

Online Marketing Philosophy – Web Analytics is the keystone of any successful online marketing

About Analytics NinjaLoves working with fun businesses

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Goals

• Goals are things youwant someone to do on your website.• Usually a sale, leadgeneration 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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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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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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Funnel Visualization

Report

Exit is from furthest place reached in the funnel

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Better than Funnel Visualization Report

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Also Better Than GA Funnel Visualization

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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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How to set up Page Depth & Time on Site Goals

How to choose Page Depth & Time on Site Goals

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Goal & Funnel Segmentation

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Goal & Funnel Segmentation - BROWSER

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Goal & Funnel Segmentation – Screen Resolution

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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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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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Additional “Must Have” Segments

• Bounced visits• Site Search • Branded Keywords• Mobile devices• New Visitors

• Social Media• No Site Search & 4+ pages• Non Branded Keywords• Non-Mobile• Returning Visitors / High

Count of visitExample:Screen Resolution issues may matter a lot less to your returning visitors than to your new visitors

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Challenge - Pan Session Analysis

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Challenge - Pan Session Analysis

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Pan Session Analysis

Pan Session Analysis

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Use Multi Channel Funnels

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Use Multi Channel Funnels

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Put them together

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One of my favorite Conversion Segments

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One of my favorite Conversion Segments

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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

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

Contact Info

Yehoshua Corenninja@analytics-ninja.comTwitter: @analyticsninjawww.analytics-ninja.com

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