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Goal Analysis

Part I ? The difference between First, Total and Unique Goal Completions
The report also contains a list of visitors with detailed information about the time to completion, number of visits and page views, and the number of traffic sources per visitor. After defining the report, simply click on any anonymous visitor who completed the goal and a log will pop up, detailing everything that visitor did on your site. An indicator will appear next to each goal that was completed and next to each new traffic source used by the visitor to get to your site.
Goal Analysis - Part II ? Measuring Distances to Goal Completion - Your Highlight Location 71-75 | Added on Saturday, 24 August 13 22:19:28
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One of the new reports that we have recently added to the SharePoint Marketing Suite is the Goal Analysis Report, which contains everything I described in this post and in the previous one. For means of this post, I have connected the report to the Google Analytics API and, with some minor JavaScript modifications to the default GA tracking code on my site, I was able to obtain metrics such as unique completions, time distance and others, including user trails, as described earlier in this post. With this report you can view a great deal of important information, including: Number of unique people who completed the goal Average time to completion Average number of visits to completion Average number of page views to completion Average number of different traffic sources the visitor used to get to the site before converting. With the help of this report you can also filter the results according to traffic sources, for example: the average time to completion just for non-paid traffic.
Goal Analysis - Part II ? Measuring Distances to Goal Completion - Your Highlight Location 62-70 | Added on Saturday, 24 August 13 22:19:21
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One important aspect of goal analysis, in addition to the need to look at first, unique and total goal completions, is the distance between the first visit of a visitor and the completion of a goal / the conversion event. There are four types of distances that are of interest: The time it takes a user to convert, from first visit to goal completion. The total number of visits to the site by the user from the first visit to goal completion. The total number of page views from the first page view to goal completion. The total amount of different channels that a specific visitor used to get to the site from the first visit to goal completion.
Goal Analysis - Part II ? Measuring Distances to Goal Completion - Your Highlight Location 42-46 | Added on Saturday, 24 August 13 22:18:27
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I can think of three ways to ensure the real number of ?totals? is achieved: Instead of looking at the ?Goal Completion? metric, check the amount of page views on the relevant event/page. Store the amount of purchases per session in a custom variable (session level) and issue a report with the amount of goal completions (metrics) and the custom variable value (dimensions). Set multiple goals for purchases (for example, ?purchase-1?, ?purchase-2?, etc.) and send a unique event for each purchase during the same visit (store the current purchase number in a session cookie). I have to admit though that this option is not scalable and can be relatively messy? Note, if you are using the e-commerce tracking, you will be able to receive the real number of total conversions in the e-commerce transactions without implementing any special adjustments.
Goal Analysis - Part I ? The difference between First, Total and Unique Goal Completions - Your Highlight Location 52-59 | Added on Wednesday, 7 August 13 03:04:02
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In order to evaluate sales efforts, first purchases must be analyzed. (Again, recurring purchases are probably not related to sales efforts.) Paying customers are unique visitors who made at least one purchase during the specific period. In order to see how many purchases were made, we have to look at the total number of purchases during that time. To be able to calculate the average amount of purchases per customer, we have to divide the total number of purchases by the number of unique visitors. Although each customer should theoretically only sign up once, there are cases in which the same visitor signs up more than once. When running a marketing campaign, it is important to understand the actual cost per acquisition (cost / sign ups). In order to calculate the actual CPA, we need to know how many first sign ups there were and then divide the cost of the marketing campaign by this number (note that analysing the total number of sign ups will in some cases give you an incorrect actual CPA). Measuring ?firsts? in online marketing campaigns is much more complicated than I depicted above (especially when your visitors can come from multiple channels), but that is a discussion for a separate post. Google Analytics does have a new feature called ?Multi Channel Funnel? (currently in beta), which is much better than what is offered by other tools but there too the data, in my opinion, is limited.
Goal Analysis - Part I ? The difference between First, Total and Unique Goal Completions - Your Highlight Location 27-37 | Added on Wednesday, 7 August 13 03:03:09
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Let?s take a closer look at the differences between these two goals: ?Sign up? can (and should) only occur once per user ?Purchase? can (and should) occur as many times as possible. In fact, we actually have three goals here, not two: Sign Up First Purchase Further Purchases In order to fully understand which goals have been achieved and to which degree, it is of great importance to measure and evaluate each of these goals differently. The Return on Investment of each goal may also differ, as marketing efforts for convincing people to sign up differ greatly from sales efforts for convincing customers to purchase a song or album for the first time, and then again to continue buying. Dividing the second goal (?Purchase?) into two separate goals allows a better understanding of our customer?s behavior (note that visits of potential customers differ from visits of existing customers) and of the ROI of each stage, especially as investments in initial sales differs from investments in retention efforts (such as email campaigns for existing paying customers). Assuming the marketing team is responsible for attracting new customers, the sales team is responsible for converting potential users to paying customers, and the retention team is responsible for convincing these customers to make additional purchases, the following questions will probably be asked: Sales: How many new paying customers were there last week? Retention: How many existing paying customers were there and how many purchases per customer were made last week? Marketing: How many visitors were there last week? What was the actual cost per sign up and what was the conversion rate from ?visitor? to ?sign up?? From the sales perspective, we are interested in the number of potential customers (i.e., visitors who signed up for my service) who became paying customers (i.e., visitors who purchased for the first time) during a specific period.
Goal Analysis - Part I ? The difference between First, Total and Unique Goal Completions - Your Highlight Location 10-24 | Added on Wednesday, 7 August 13 03:02:30
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In my next post I will show you how you can (or can?t) achieve data about first, unique and total number of goal completions using Performable and KISSmetrics, along with other useful goal information that can be gathered. I will also introduce you to CardioLog?s new ?Goal Analysis? Report and provide a version that works with Google Analytics API.
Goal Analysis - Part I ? The difference between First, Total and Unique Goal Completions - Your Highlight Location 78-82 | Added on Wednesday, 7 August 13 03:00:55
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Bear in mind though that it takes Google Analytics up to 72 hours to update the custom variable values, so the report may not show data from the past 3 days.
Goal Analysis - Part I ? The difference between First, Total and Unique Goal Completions - Your Highlight Location 74-75 | Added on Wednesday, 7 August 13 02:59:32
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there is an unexplained bug where Google Analytics presents different values for the ?Visitors? and the ?Unique Visitors? metrics (unique visitors are higher for some unknown reason) when applying a segment (any segment), so I usually try to avoid this method (although theoretically it should be the easiest way to obtain this information?)
Goal Analysis - Part I ? The difference between First, Total and Unique Goal Completions - Your Highlight Location 67-69 | Added on Wednesday, 7 August 13 02:58:41
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You can set up a different goal for a first time purchase and only send this event the first time the visitor performs an action. For example, you can store a flag in a cookie once the visitor purchases something on your site. Then every time the ?purchase? event is sent to Google Analytics, your tracking code will check if this flag exists. If it does exist then it means that the user has already purchased something in the past. If there is no flag, then the tracking code will send an extra event called ?First Purchase?. This will ensure that you have an accurate metric for the amount of first purchases performed.
Goal Analysis - Part I ? The difference between First, Total and Unique Goal Completions - Your Highlight Location 44-48 | Added on Wednesday, 7 August 13 02:56:43
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