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Understanding the Funnel Visualization in Google Analytics

Published August 18, 2016
A conversion is a conversion right? A customer bought something. An interested party requested more info. Touchdown.
We love to measure the wins, but we all know it’s not that black and white. The people who did convert went through a series of steps to get there, but what were those steps? Were they ones we carefully laid out or are users creating their own pathways?
More importantly, what about the conversions we didn’t get? How many times were we so close and then lost the sale for one reason or another? Finally, what were those reasons and how do we fix the holes that are costing us money?
Measuring conversions is crucial for any online brand. However, simply measuring the final conversion point doesn’t tell the full story for many sites. For example, an ecommerce site generally involves a multi-stage checkout process: placing an item in your cart, entering payment details, reviewing the final order, and deciding to purchase. An event ticketing site or a site promoting class signups may also contain a similar setup.
In the marketing world, we talk about the “funnel,” the sequence of steps a user takes to convert to a qualified lead or sale. On the Google Analytics end, this funnel translates to a sequence of pages the user goes through to complete a conversion. The user may drop off on any page in the process due to poor experience, a slow site, unexpected costs, or other factors influencing the final decision.
According to research by Kissmetrics, 79% of people who experience less than optimal website performance are less likely to return to make a purchase from that site. Analyzing funnel performance helps to identify potential barriers that people may experience on your site.
In this post, we’ll cover how to view and analyze the funnel performance within your Google Analytics account.

 

 

4 Uses for Spreadsheet Integration in Megalytic Reports

Published August 11, 2016
If you’re like us, you love your data. Half the fun of a marketing campaign is measuring how successful your efforts were and learning from the results. Google and Facebook are tremendous sources of data, and they give us so many metrics that we’ve been able to write entire posts about how to use a single view. That’s why the Megalytic platform offers you a powerful combination of sources to aggregate data in your reports, including Google Analytics, Google AdWords, Search Console, and Facebook.
However, in spite of how great these systems are, they don’t always have all the data you need to show, because some insights just don’t come from these sources. Information from other tools or efforts can’t always be captured neatly within analytics.
At least not yet. We can hear the wheels turning at Google as we write this.
In the meantime, to compensate for all of those other circumstances, Megalytic allows you to incorporate custom spreadsheets into your reports.
Whether you’ve aggregated data about leads and revenue or pulled custom data on organic search rankings, any data that you can show in a spreadsheet table can be shown in a report.
Simply use the CSV widget to upload a file or link to a Google doc. First, let’s quickly review how to access and integrate this widget.

 

 

Megalytic's New Integration with Facebook Ads

Published August 4, 2016
We are pleased to announce Megalytic's integration with Facebook Ads. Marketers can now easily incorporate Facebook Advertising data into their reports. This integration brings us one step closer to our goal of becoming a one-stop shop for all Marketing reporting needs.
Like our integrations with Google AdWords and Facebook Insights, the Facebook Ads integration is easy to use, yet powerful. This short video shows how it works.

 

https://youtu.be/_yM1m26bl1k

 

ALSO IN THIS BLOG

Remember how your mom told you not to stand too close to the television because it might hurt your eyes?
The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.
Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.

 

 

When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:

 

 

It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
One of the most exciting and important aspects of digital marketing is the ability to understand exactly how your customers are finding you. It informs every single part of integrated campaigns and helps determine which efforts are working and which ones need to be revisited. Google Analytics allows you to zero in on the performances of different marketing channels to evaluate everything from brand awareness to social media messaging. To get the most insight from that data, it’s crucial to understand exactly how Google sorts your traffic.
Channels in Google Analytics are high-level categories indicating how people found your site. While the Source/Medium report shows you in more detail where people came from, Channels are broader, more “user-friendly” names lumping visits together in buckets useful for high-level reporting categories.
For instance, Facebook Sessions often show up in multiple ways in the Source/Medium report. They may appear as facebook.com, m.facebook.com, and l.facebook.com, all of which are variations of the same source. The Channels report will include all of these in the Social bucket, so you can see less granular, aggregate numbers on social media performance.