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Google Analytics Essential Training (2010)

Using goal flow to find detailed insights


From:

Google Analytics Essential Training (2010)

with Corey Koberg
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

Video: Using goal flow to find detailed insights

We talk a lot about funnel analysis in Analytics and how critical it is. Whether it's a lead-gen form, account registration, or even a shopping cart, it's one of the most important things that we can analyze. Funnel analysis inherently lends itself to visual analysis and the new flow visualization reports do a great job of this. They are tremendous improvements, and they enable a much greater understanding of our site's performance. We find the reports here in the CONVERSIONS section. under Goals and Goal Flow. Just like in Visitor Flow, we see the node and the paths between them, except in this case the nodes aren't pages. They are rather steps in our funnel.

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Using goal flow to find detailed insights

We talk a lot about funnel analysis in Analytics and how critical it is. Whether it's a lead-gen form, account registration, or even a shopping cart, it's one of the most important things that we can analyze. Funnel analysis inherently lends itself to visual analysis and the new flow visualization reports do a great job of this. They are tremendous improvements, and they enable a much greater understanding of our site's performance. We find the reports here in the CONVERSIONS section. under Goals and Goal Flow. Just like in Visitor Flow, we see the node and the paths between them, except in this case the nodes aren't pages. They are rather steps in our funnel.

We can choose the particular funnel step that were in analyzing up here in the dropdown; in this case we are looking at the completed orders. We choose the appropriate dimensions here. By default we see sources and then how those visitors flow through our funnel, or in the case of the red over here, how they abandon the funnel. Now if we are only interested in a particular segment, say new visitors, we can choose that via this dropdown. When we click on a particular source in the flow visualization, we can choose to highlight the traffic through that part of the funnel, which shows us where users fall out and come back again, or where they skip steps and go straight ahead.

Let's take a look at that. In this case if I click on reddit.com and highlight traffic through reddit.com, that goes through the funnel, and we can see here where they enter the funnel steps, how far they go. In this case they actually circle back after viewing the shopping cart and view the product category again and then on to the login step, all the way through to placing an order. To make this a little bit easier to see over here, we can actually expand this down by clicking the plus button, which allows us to see this a little bit more clearly. Also, we can look down here at the table below. That will show us the table representation of what we are seeing in the visualization.

In this case we see reddit.com, and we can see Step 1 here is View Product Categories, Step 2 to the view the shopping cart, Step 3 to log in. and then finally to place the order. We can also choose not just the highlight the traffic that flows through here but to isolate it entirely. To do that, we'd click on the step and View only this segment. At this point the entire analysis that we see here, the entire visualization is just the traffic coming from reddit.com. To return back to the original, we simply click on the breadcrumbs up here to Completing Order. As we hover over each step in the funnel, we get a summary of what happened at this stage of the funnel, and the third option when we click on any individual source or node is that we can view the group details.

This gives us a pop-up with the URL match we entered in the goal configuration process up here. We can see in this case it was Accessories, Fun, Kids, Wearables--all the type of product categories that I've got. We also see things like the number of page views, the average time on this particular group, the number of funnel exits. We can see the funnel exits broken down here. We can also choose other things like the top pages that are part of this category. In this case, I can see all the things that match our goal up here and the actual pages which match those goals, as well as all the associated metrics. We also can see Incoming traffic, Outgoing traffic, Funnel Entrance, Exits, all kinds of great information in this little pop-up.

We are turning back to the report, we can also choose to change this dimension here. All of our visitor, traffic sources, content, and system ones are available. In this case let's take a look by keyword. I click on keyword and now the report is going to change to show me the different keywords that brought traffic here. We may also want to evaluate by medium, such as organic or CPC traffic through the funnel. Lastly, we may want to look at something like mobile versus non-mobile traffic. Here we see the traffic that was mobile or not set, not set being the non-mobile traffic.

If we highlight the traffic here through the mobile then we are going to take a look at the first two steps of the funnel, and what we actually see is that no one completed the funnel. When we look at the second step here, which is to view the shopping cart, we see that some came back around here to view the product categories, but no one actually made it past the second step. Interestingly, we also see some mobile visitors who go directly to the shopping cart. This can happen when a session times out and the next page that you hit is the shopping cart but since it was a new session it looks as if you've entered this visit into the shopping cart. This visualization is one of the things that I really like about this funnel, in that it's intuitively clear.

This is not necessarily a linear process. Some folks are already logged in, some folks aren't, some go back and add more to the shopping cart before checking out, some continue on to the process, or as we see in this case, no one even makes it past the second step. If we look down here at the bottom of the table, the numbers confirm what we're seeing up here. People make it to the first step, the second step, but nobody actually makes it here to this third or fourth step that is in the mobile category. So since we notice that no one in this particular mobile segment made it past the checkout, this might raise the question: Is this checkout process usable for our mobile users? Let's expand our date range back to 2009 and see if we've ever had a mobile visitor check out in two years.

Do that here up in the Date Range Selector. Simply going to change this to 2009 and click Apply. And our moment of truth. On the mobile line here, it looks like, no, we've never had a mobile checkout here. So clearly the next step here is to evaluate our mobile traffic and figure out why it's not working, if we need to build a more mobile-friendly site, or exactly what's going on with this particular problem. As you can see, this Goal Flow Visualization report is very powerful, insightful, and actionable. It makes it easy for us to visualize the paths our visitors take on the way to conversion and spot those trends quickly.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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