More Related Content Similar to Funnel Analytics: An Overview (20) More from Seth Familian (14) Funnel Analytics: An Overview1. PROPRIETARY + CONFIDENTIAL © 2012-18 Familian&1, All Rights Reserved
Funnel
Analytics
AN OVERVIEW OF
by Seth Familian // @sethfam1
for What The Funnel @ Galvanize Boulder
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A lil’ bit about me
2
Procraftinator
Strategist
Growth Hacker
Educator
Data Viz Nerd
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About Familian&1
4
We measure & automate growth strategy…
…by interconnecting world-class cloud platforms:
part of
.co
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Today: What we’ll discuss
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1. The “Pirate Metrics” Funnel
2. KPIs to measure at each step
3. Analytical Tools to measure KPIs
4. Automation Tools to boost KPIs
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The Pirate Metrics Funnel: AARRR!
7
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Goal: optimize each conversion rate
before driving “top of funnel” volume!
“Top” “Bottom”
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KPIs to measure at each step of the funnel
8
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources
9. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Tools to measure and boost KPIs
9
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources
let’s explore each funnel step in depth
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Measuring Acquisition
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Acquisition
how do people find you?
Volume
Engagement
Sources
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Measuring Acquisition Volume
11
Acquisition
how do people find you?
Volume
Engagement
Sources
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Measuring Acquisition Engagement
12
Acquisition
how do people find you?
Volume
Engagement
Sources
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Measuring Acquisition Engagement
13
Acquisition
how do people find you?
Volume
Engagement
Sources
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Measuring Acquisition Sources
14
Acquisition
how do people find you?
Volume
Engagement
Sources
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Measuring Acquisition Sources
15
Acquisition
how do people find you?
Volume
Engagement
Sources
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Building Trackable URLs
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Acquisition
how do people find you?
Volume
Engagement
Sources
https://ga-dev-tools.appspot.com/campaign-url-builder/
Track your campaigns in a
Google Sheet or Airtable!
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Step 2: Activation!
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Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Conversion %
18. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Measuring Activation with Goals
18
Conversion %
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Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Measuring Activation with Goals
19
Conversion %
20. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Analyzing Goal Completions
20
Conversion %
21. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Analyzing Goal Completions
21
Conversion %
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Step 3: Retention!
22
u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %
23. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Retention with Segments
23
u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %
24. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Retention with Segments
24
u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %
25. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Retention with Segments
25
u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %
26. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Driving Referrals
26
Referrals
do they tell others?
Conversion %
Viral coefficient
27. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Measuring Referrals
27
Referrals
do they tell others?
Conversion %
Viral coefficient
28. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Determining Viral Coefficient
28
Referrals
do they tell others?
Conversion %
Viral coefficient
29. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Determining Viral Coefficient
29
Referrals
do they tell others?
Conversion %
Viral coefficient
30. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Determining Viral Coefficient
30
Referrals
do they tell others?
Conversion %
Viral coefficient
31. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Revenues
31
tion
e back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Visits
n metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Conversion %
32. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Revenues
32
tion
e back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Visits
n metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Conversion %
33. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
To recap…
33
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources
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Do even more with Daisy-Chaining!
34
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources
35. PROPRIETARY + CONFIDENTIAL © 2012-18 Familian&1, All Rights Reserved
Thank You!
AND THAT’S IT!
seth@fam1.co · @sethfam1
Let’s keep in touch.