The document discusses how to understand customers through analyzing Google Analytics reports. It recommends segmenting customers based on how far they progress through a goal funnel, such as getting to the product page, checkout page, or completing a purchase. It provides steps to set up segmented reports in Google Analytics and pull the data into Google Sheets to track metrics over time for different customer segments. The overall goal is to gain actionable insights from analytics to improve the customer experience.
27. Bad News
Can’t Directly
Segment the Funnel
27 #DEast14 @AlysonMurphy
28. Good News
We can still get an
actionable report
28 #DEast14 @AlysonMurphy
29. 29
Segment on Marketing Campaign
1. Go to the Campaigns report.
2. Build segments.
3. Build report in Google Spreadsheet.
#DEast14 @AlysonMurphy
30. 30
Segment Design
Got to Product Pg Got to Product Pg,
Got to Checkout
#DEast14 @AlysonMurphy
Not further
Got to Checkout,
Not further
Made it all the way
31. 31
Segment Design
1 2 3 4 5
Got all
the way
Got to
Checkout
Got to
Product
Pg
Got to
Checkout,
Not further
#DEast14 @AlysonMurphy
Got to
Product Pg,
Not further
Product
Page + + + + +
Checkout
Page + + + -
Free Trial
Sign Up + - -
32. 32
Segment Design
1
Got all
the way
Got to
Checkout
Got to
Product
Pg
Got to
Checkout,
Not further
#DEast14 @AlysonMurphy
Got to
Product Pg,
Not further
Product
Page +
Checkout
Page +
Free Trial
Sign Up +
37. 37
Segment Design
Got all
the way
Got to
Checkout
Got to
Product
Pg
Got to
Checkout,
Not further
#DEast14 @AlysonMurphy
Got to
Product Pg,
Not further
Product
Page +
Checkout
Page +
Free Trial
Sign Up
2
42. 42
Segment Design
Got all
the way
Got to
Checkout
Got to
Product
Pg
4
Got to
Checkout,
Not further
#DEast14 @AlysonMurphy
Got to
Product Pg,
Not further
Product
Page +
Checkout
Page +
Free Trial
Sign Up -
43. Repeat the Cheat!
Copy and alter the segment
43 #DEast14 @AlysonMurphy