Defining & Measuring Goals Timo Josten Partner Program Manager, Google Analytics

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Why Goals?

… you won't go far unless you know where the goal posts are. Arnold H. Glasgow

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Put the Numbers into Context: We’re Doing Awesome in Brazil! Right?

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Different Story When Looking At Actual Conversions

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Brazil doesn’t even factor into our Top 10 markets by conversion rate.

INSIG

HT

•  Provide localised content in Brazilian Portuguese

•  Offer more attractive shipping rates for Brazil

•  Are we accepting common forms of payment in Brazil?

•  Should we open up a physical store?

AC

TION

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Primary goal conversion/s

Macro Goals + Your Opportunity

How do you measure success here?

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% completed orders

Different Visits, Different Purposes

product research

account signup

support

abandoned checkout

bounced

Are users engaged with the content?

Were users able to find the right contact info?

Why?

What influenced users to signup for accounts?

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The Consumer Decision Journey

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Source: McKinsey, June ‘09

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STA

GE

GO

ALS

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What are your Customer Checkpoints? Purchased my product/service Visited “store locator” page Printing page of high value eg contact us, coupon Call tracking

Spent > 3 mins on my site Visited > 2 pages on my site

Watched our product video Visited “Product Features” page Visited “About Us” page Created membership account Read testimonials

Subscribed to newsletter/RSS Clicked the ‘Liked’ button on your site +1’d on Google+ Submitted testimonial/review

1. Initial Consideration

2. Active Evaluation

3. Moment of Purchase/Intent

4. Postpurchase Experience

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Booking A Movie Ticket

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Tracking Loyalty & Mobile App Downloads

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Tricks Of The Trade

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Google Analytics: Goals

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“Google Analytics Help Centre”

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AdWords Conversion Tracking

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-­‐  No  complex  Google  Analy1cs  tagging.  One  code  snippet  on  ‘Thank  you’  page.  

-­‐  AdWords  Conversion  Tracking:  Which  paid  clicks  lead  to  conversions?  

“Google AdWords Conversion Tracking”

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Assisting Players - The Key To Kicking Goals

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Homework J ST

AG

E G

OA

LS

Initial Consideration

Active Evaluation

Moment of Purchase

Postpurchase Experience

THANK YOU

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