Funnel Analytics: An Overview
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It's never been more important for marketers, sales teams, and product managers to be data-driven. But how can three seemingly disparate teams align around a single analytical framework? Thanks to the "AARRR" or "Pirate Metrics" funnel popularized by Growth Hacking, we can unify metrics across marketing, product and sales to develop a holistic understanding of any business with a digital presence. This presentation, which was part 3 of Galvanize Boulder's "What the Funnel" workshop series in February 2018, walks through each step of the Pirate Metrics funnel, describing key metrics to measure, and how to measure them with free or low-cost digital tools.
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Funnel Analytics: An Overview
- 1. PROPRIETARY + CONFIDENTIAL © 2012-18 Familian&1, All Rights Reserved Funnel Analytics AN OVERVIEW OF by Seth Familian // @sethfam1 for What The Funnel @ Galvanize Boulder
- 2. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved A lil’ bit about me 2 Procraftinator Strategist Growth Hacker Educator Data Viz Nerd
- 3. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved About Familian&1 3 part of .co
- 4. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved About Familian&1 4 We measure & automate growth strategy… …by interconnecting world-class cloud platforms: part of .co
- 5. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Today: Part III of What the Funnel! 5
- 6. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Today: What we’ll discuss 6 1. The “Pirate Metrics” Funnel 2. KPIs to measure at each step 3. Analytical Tools to measure KPIs 4. Automation Tools to boost KPIs
- 7. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved 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”
- 8. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved 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
- 10. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition 10 Acquisition how do people find you? Volume Engagement Sources
- 11. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition Volume 11 Acquisition how do people find you? Volume Engagement Sources
- 12. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition Engagement 12 Acquisition how do people find you? Volume Engagement Sources
- 13. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition Engagement 13 Acquisition how do people find you? Volume Engagement Sources
- 14. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition Sources 14 Acquisition how do people find you? Volume Engagement Sources
- 15. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition Sources 15 Acquisition how do people find you? Volume Engagement Sources
- 16. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Building Trackable URLs 16 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!
- 17. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Step 2: Activation! 17 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 %
- 19. 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 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 %
- 22. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved 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
- 34. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved 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.