August 23, 2019
How to Set Up Conversion Funnels in Google Analytics

How to Set Up Conversion Funnels in Google Analytics


[music]>>Bryan: Hi. I’m Bryan, with Kissmetrics.
I’m here to help you get the most out of your Google Analytics account. Today is all about
funnels. Sales funnels, that is. Today I’m going to walk you through the basics
of setting up sales funnels in your Google Analytics account, show you the benefits of
using them and give you a few key tips to help implement them. Let’s get going. One of the most insightful tools that Google
Analytics has to offer gives you the ability to track your customers as they walk through
your entire sales process. No matter what type of online product business you have,
whether you’re trying to sell a product or you’re trying to get your customer to sign
up for a service, there’s a certain number of steps that they have to go through in order
to give you money. As essential as goals are in Google Analytics,
they serve a more rudimentary purpose when it comes to conversion optimization. Whether
you have your goal set up on a signup page or confirmation page, a Thank You page, there’s
a certain number of steps that your customer has go through in order to get to that singular
goal. Sales funnels takes goals to whole another level. If you have a four step process your customers
are supposed to take to get to that Thank You page, the confirmation page, the newsletter
signup page. Sales funnels will actually show your customers as they go through each one
of those steps, show you points along the way where different customers drop off, and
give you the ability to go back and optimize those pages to increase your conversion rates. Let’s go through the process of setting up
a sales funnel. Any funnel you create in Google Analytics
must be tied directly to a goal. We’ll start by creating a goal first. Log in to Google
Analytics. Choose the profile which you want to add the sales funnel to. Click Admin in
the top right corner. Once you’re there, choose the Goals tab underneath
the profile that you wish to add the sales funnel to. Click Create Goal. From here you’ll
set the settings of the actual goal and sales funnel. First, we’ll give the goal a name. Then we’ll
choose the type of goal it is. For our purposes, we’re going to choose Destination. Choose Next Step. From here, we actually fill
in the goal and sales funnel details. The first field we’ll fill out is Destination.
We’ll enter the URL of where we want the customer to end up at, or the last page in the sales
funnel. If you want them to purchase a product, it would be the Thank You page or confirmation
page or receipt page that the customer is sent to after they give you their payment
information. Next, you have Value. Value assigns a value,
or monetary value, to each conversion. If you’re selling a product that costs five dollars,
then your value would be five dollars. Then you have the sales funnel. This is where
you’ll set up the navigation of the sales funnel. At first, you want them to land on
your home page. Then navigate to a product, add that product to a card and go to a checkout
page. You’ll enter the URL of each one of those pages into the Screen/Page form field.
You can give them a name on the left side, underneath the Name column. Once you’ve completed
this, click Create Goal, and your sales funnel is set up. One tip. The Required button is something
people oftentimes misunderstand. Required means that nobody can enter the sales funnel
except through the page in step one. If in step one you have your home page there.
Somebody somehow finds the page in step two and enters the URL directly or is linked to
it from another site and they wind up, they go into page two, or go into step two, and
then wind up buying your product, none of that will be counted in the sales funnel.
Only people that have visited the home page or whatever page in step one is will be entered
into the sales funnel. If you want to keep the sales funnel more
restrictive and only track a certain customer behavior and a certain customer pattern, leave
Required to Yes. Now we’ve set up our funnel and our goal,
we can navigate over to the funnel visualization report to look at the data that we’ve been
collecting. Since we have just set up this funnel, there’s not a ton of data in there
for us to look at. It’ll take time for this report to collect data as different people
walk to the sales cycle. Let’s jump over to another report. I’ll show
you what it looks like and how you can use it to optimize your site. The sales funnel visualization report that
we’re looking at is for a bike touring company that offers personalized bicycle tours in
the New England countryside. They don’t actually sell the tours online. Their primary call
to action, their primary goal, is for website visitors to submit a lead generation form. That’s the goal of the sales funnel. If you
look at the very bottom of the funnel, we have Bike Tour Lead and Inquiry form. That’s
what they’re trying to get them to do. First we had 5,056 people actually come to
the website. Of those 5,056 people. 54 percent of them went from the Tour Description page. 2,746 people converted from the catalog to
the Description page. Just over 2,000 people left the page or went somewhere else, navigated
to a different page of the website. Once they hit the Tour Description page, 97.5
percent of people went to the Inquiry form, and 84 percent of those people submitted the
Inquiry forum that they were then able to take and call them and set up a bike tour
with. On the right side, you see a red triangle.
This is the number of people that left the website or went somewhere other than where
we were wanting them to go. To the right of this table, they’ll give you a breakdown of
where they went, whether they exited the website completely or navigated to another page on
the same website. That’s the basic gist of the visualization
report. Let’s look at a few key factors on how this data is actually compiled. After you’ve set up your goal and funnel and
your profile had some time to collect data, the funnel visualization report will display
the single most definitive performance metric in Google Analytics; the funnel conversion
rate. The funnel conversion rate indicates the percentage of visits that included at
least one page view for the first step before at least one page view of the goal page. In addition to the overall funnel conversion
rate, you can use the report to assess step by step drop off. In our example, we had four
steps along the way: we had the Catalog page, the Description page, the Inquiry page, and
then, once they submitted that inquiry, a Thank You page. We can look at each step of the funnel, analyze
the number of visitors to the first step versus the number of visitors to the second step.
Wherever we lost a drastic number of people, we can go back to that page and optimize it
to increase that conversion rate percentage. A few things to consider about the report. Multiple page views are consolidated into
unique page views. Funnel visualization report consolidates multiple page views that occur
for the same page during a single visit into a unique page view. Next, Page views can occur
non sequentially for a funnel match. In our example, the funnel went like; Catalog,
Description, Inquiry, Thank You. If the customer would have went to the Description page, then
the Catalog page, then the Inquiry page, and then the Thank You page, they still would
have registered inside of the funnel as a unique visitor for each one of those steps. Middle page views don’t have to occur for
a funnel match. The only thing it’s looking for, is the very first hit and the very last
hit. As long as they visited the Catalog page at some point and they visited the Thank You
page at some point, they match. Next, higher funnel steps are backfilled as
needed. For example, if there were 2,579 page views
for the Description page, 2,679 page views for the Inquiry page, the funnel visualization
report will show 2,679 page views for Description as well. Even though the page was bypassed
by nearly 100 people, it’ll still show 2,679 page views displayed. Congratulations. Now you know the basics of
how sales funnels work in Google Analytics. We talked about how to set up sales funnels.
We talked about how Google actually compiles those reports. We looked at how to analyze
the report to see key drop off areas, we go back to our website in our business and optimize
those paying points. As a final note, Google Analytics does not
retroactively analyze our website data. It will only start populating these sales funnels
once we have set them up inside of our account. Get those babies installed immediately, so
you can start analyzing your business and seeing where customers are having problems
and dropping off, so you can increase the number of people that convert. That’s it for this week. Happy analyticking. [music]

39 thoughts on “How to Set Up Conversion Funnels in Google Analytics

  1. I see you add URL of the thank you page in full http:// while Google suggest only add /xxx page. Can you explain that? Thanks Great video!

  2. in Kissmetrics do you use Google Analitics data to see the sales funnels? I thought you were a better version of Google Analytics

  3. What if you have different landing pages before your funnel.
    How do you track those? Should you make different goals (LP 1,2,3) with funnels inside these goals?

  4. great video really helps! question: I get most of my traffic from Facebook & YouTube, after creating these funnels will i be able to see where the sales come from?

  5. what if my funnel links out to another site to process the payment, can we still track this. It bounces around between 3 sites.

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  7. when you explain "Higher funnel steps are back filled", you said 'Description' will be back filled, 'Catalog' will be as well? thanks

  8. On a website, if enquiry tabs (on different products) lead to different URLs. Do I need to have one common URL for all products listed to have conversion setup ?

  9. I am facing issue in funnel visualization report. In my goal funnel visualization for step1 , for a specific date range i get one of my page URL as exit but when i expand the date range filter, in the new funnel results, i don't see that particular URL in the exits eg. on Dec15 2017 to Dec18 2017 Date range i get abc.HTML page in the exits but for date range Dec14 2017 to Dec 18 2017 i don't get abc.HTML in the exits , what is the reason ?

  10. Thanks a lot, just one question – why did you set the destination to "pricing" and the fourth step to "thank-you", shouldn't the destination be "thank-you" instead?

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