17 Oct Funnel in Google Analytics for Digital Marketing Success
Why Goals Funnel in Google Analytics?
Are you wondering why your users are not converting? Do you really count the path users are taking? If not, you are losing the conversion rates.
Goal funnels are an action or steps that user must go before getting converted (like purchasing any products). Goal funnel is important in Google Analytics for every website because you can easily identify your customers or users where they are dropping off, low converting users etc. For digital marketing success, every analyst needs to note down accurate view of the users.
For Example: If a user goes to an E-commerce site to buy Jacket and couldn’t complete the purchase, Goals funnel really helps to identify why the user drop-off, is there a problem in a page or any payment gateway.
What is a Google Analytics funnel?
A Google Analytics Funnel measure or analyze the path which users take from start to the end of the web pages. A funnel is set with a goal to achieve the conversion rates on specific user behaviors.
What are the types of Google Analytics Funnels?
There are 4 types os funnel in Google Analytics:
1) Goal Funnel
Goal Funnel is a path of the web pages where you want your users to complete the goal which is already set like form submission, downloads, sign up newsletter etc.
2) Sales Funnel
Sales Funnel is used in e-commerce web portals where you want your user to complete the goal which is set like check out process, payments etc.
3) Multi-Channel Goal Funnel
Goal Funnel takes into an account of the role played by multiple marketing channels in the conversion path.
4) Multi-Channel Sales Funnel
Sales Funnel takes into an account of the role played by multiple marketing channels in the conversion path.
How to Set up Funnel in Google Analytics?
To Set-up a Funnel in Google Analytics:
Step 1: Go to the Google Analytics Reports
Step 2: Click Admin Button
Step 3: Go to Goals
Admin-> View-> Goals-> New Goal
Step 4: Give a name to your Goal
Once the Goal is created you won’t be able to delete it. You can only choose ON/OFF icon to keep it active or inactive.
Let’s discuss in details:
a) Goal Setup
You can create your goal as a template or custom goal. Let’s say like you want to track how many users went till the payment page of your website.
b) Goal Description
Name the goal something you will remember and easily measure the metrics. Choose one name on the given box and choose “Destination”. You can only select goal funnels feature with the destination.
c) Goal Details
Once you are done with goal description, Go to the goal details.
As per the above picture, each step denotes the web page where your visitors must pass through to reach a goal.
a) URL Goals
You need to create a unique URL for each page so that the user can view and order. if it is an e-commerce site they can purchase. We can provide a name and add the URL.
You can go to Google Analytics Account and click:
Behavior->Site Content-> All Pages
Just to see how URL name is assigned for users to view.
Example: Above “check out ” “check out” is assigned only to track who went till check out page in funnel report. Click “ON” button on required option (This button will affect only the funnel visualization report, not conversion reports or goal completion metrics).
At last click on “verify goals” button to track your goals and data properly.
You are done with your goals funnel!!
b) Funnel Visualization Report
After creating a goal funnel, Check your Goal metrics in Conversion Report.
Go to-> Conversions ->Goals->Funnel Visualization
The Funnel Visualization Report is one of the best way to understand the user flow of your website.
As you can see the screenshot Total 265 users are entering through the home page and 136 existed from the site. With the Funnel Visualization report, you will know the interest of the people if they are dropping off, you can take them to other page or show them some promotion.
How should a good Google Analytics Funnel Be?
A good Google Analytics Funnel Should able to measure and manage all the path that users take from entrances to the exits. This will help your website to improve its pages and view the loophole.
Above picture shows that if google analytics funnel is not set, you can attract the poor quality of traffic, poor content and bad visibility, poor calls to action and bad enquiry process for service industries.
Using Google Analytics Funnel you can rectify all the mistakes and match your objectives.
10 Benefits of using Google Analytics Funnel for Digital Marketing Success
1. Google Analytics Funnel will analyze funnel data for each unique segment. This is useful when you want to see different segments traffic or compare them like organic vs search.
Shopping Behaviour Analysis will help you to analyze how many users came to the website viewed the product and went to the checkout page. Google Analytics will help you check percentage rate of Abandonment. You can also check New Visitors vs Returning Visitors and your Shopping progress.
3. Checkout Behaviour Analysis
Checkout Behaviour Analysis will help you know what type of users are coming to purchase (like from browser, keyword, campaign, device, source etc). It will help to know checkout progression and percentage of completion. With Checkout behavior analysis you will know at which step user drop off and you can target them again with digital marketing strategy.
4. Product Performance
Product performance analysis will help to know the product revenue, unique purchases, Quantity, Avg. price, Avg. Quantity, Basket-to-details rate etc.
5. Sales Performance
Sales performance analysis will help to know the revenue of the products. With this report, you will know whether you have achieved your sales target or not.
6. Product list Performance
Product list performance will help you know who viewed and clicked your product list, product list CTR, Product Add to Basket, Product checkout etc.
7. Track Internal Promotion and Other coupons
If you have added any internal promotion, order coupons, product coupons or affiliate coupons. Google Analytics Funnel will help to track the internal promotion views, clicks, CTR, Transactions, Avg. Order Value, Unique purchases via Coupons and how much revenue did you get from every promotions and coupon that you run on your website.
8. Top conversion paths
Google Analytics Funnel will help to know the top conversion paths and conversion value. As per the above picture, As an analyst, you need to have a clear understanding of first touch, last touch, and conversion. If you are not able to do visually the path analysis, download the file in excel and divide it by first touch and last touch and see which traffic is bringing most conversion.
9. Time Lag
Google Analytics Funnel report will help you to do time lag analysis. With the above report, you will be able to find the time lag in days how many conversions and conversion value you are getting.
10. Path Length
Google Analytics Funnel report will help you to give path length analysis. With the above report, you will be able to find the path length in interactions how many conversions and conversion value you are getting.
The Google Analytics Funnel report gives the visual view of overall conversions and conversion rate. After setting up the funnel be sure you are getting what you wanted to track and think of creating a few more goals if you haven’t done. The Funnel visualization report will help you to identify issues you are facing in digital marketing strategy and will identify the opportunities for website performance, conversion rate, grow your business and succeed.
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