This document discusses funnel views in Google Analytics and how to set them up. Funnel views allow you to group similar website content types together to understand the overall user flow and where users are dropping off. The best way to define the groups is with a custom dimension that tags each piece of content with its type. This approach is language agnostic and more reliable than using URLs. Once set up, funnel views provide a high-level view of user paths and can help identify failing content to improve conversions.

1. Funnel Views
MeasureCamp VI
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Conversion Garden

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Funnel View
• What do you see in your WA Tool?

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Traditional View: URL based. Tip of the iceberg (or carrot!)
• Top 10 Urls account for 40% of the pageviews
• In a large ecommerce top 10 URLs can account for as little as 20% of total

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Funnel View
• Combines all URLs from a similar content type in a single URL (products, homes, categories, etc)
• Now the top 10 contents visited account for 95% of the total pageviews

5. Funnel View allows to understand the overall performance
• And to understand where users are leaving funnel step (no url detail here!)
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6. Meaningful “Goal Flow”

7. How to do Funnel Views:
There are a number of ways to group content in GA/UA:
• Virtual URLs (argh…! If possible, avoid)
• Content Groupping (meh…)
• Own view based on filters by:
• URL
• UA Custom Dimension (recommended)
Using a dedicated and separated view is clean, easy to mantains and won’t interfere with your main reporting view.
@xavier_colomes – Conversion Garden

8. Perfil de Funnels: URL based filters
• They are not always possible, depends on the URL structure
• Beware of multi-language sites with different urls for the same page based on lang
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9. Xavier Colomés - MÓDULO 2
UA Custom dimensión: Content Type (Must have!)

10. Virtual URLs
This site appends the Virutal URL to the actual URL:
/ViewPropertiesByCriteria.aspx?CultureCode=es-ES&RegionId=220&sleeps=2-0&DateArrival=20/06/2014&DateDeparture=23/06/2014&bedrooms=-1&OrderBy=0&OrderBy2=DESC&
mxr=/es/roma/ResultadosBusqueda/BusquedaNormal/VerLista/Ent_20-06-2014/Sal_23-06-2014/Noc_3/Res_13/Pagina1
• Old School technique… avoid when possible
@xavier_colomes – Conversion Garden

11. Filters based on UA Custom dimension
• Language agnostic. Much more reliable than URLs and rock solid.
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12. Content Type is not just for Funnels view….
Category 1
Category 2
Notice how the content
distribution is different
in this 2 categories and
how the Split affects
conversion
@xavier_colomes – Conversion Garden

13. Funnel view: Content Groupping (meh..)
• They can’t be used in funnels, and they can’t be defined using Custom Variables
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14. Funnel view: Content Grouping example
@xavier_colomes – Conversion Garden

15. Funnel view Recap
• For CRO (not for analytics reporting) we start by understanding the overall funnel, regardless of the category /
product
• To achieve that we group similar content types (or cms templates) to have an aggregated and simplified view
• This will easily show what content types are failing and where is the website action taking place
• Once we have it we want to segment this funnel to understand performance by category, product, vertical…
• The best way to do it is to have a Custom Dimension with the content type or cms template
• Content grouping is ok, but not for this. Stil you have to have it.
• Original Post (Spanish) in Conversion Garden
http://www.conversiongarden.com/esp/es/2013/06/aun-no-tienes-un-perfil-de-funnels-en-google-analytics
@xavier_colomes – Conversion Garden

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