04 GoMeasure (sg and kl) - defining and completing goals - timo josten - google
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The document discusses how defining and measuring goals is important for understanding marketing and business performance. It provides examples of different types of goals that can be tracked at various stages of the customer journey, from initial consideration to post-purchase experience. Advice is given on setting up goal tracking in Google Analytics and AdWords conversion tracking to measure things like website visits, video views, purchases, and newsletter subscriptions.
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04 GoMeasure (sg and kl) - defining and completing goals - timo josten - google
- 1. Defining & Measuring Goals Timo Josten Partner Program Manager, Google Analytics twitter.com/strudelmeister conversionroom-japac.blogspot.com
- 2. … you won't go far unless you know where the goal posts are. Arnold H. Glasgow Why Goals?
- 3. Put the Numbers into Context: We re Doing Awesome in Brazil! Right? Google Confidential and Proprietary 3
- 4. Different Story When Looking At Actual Conversions Brazil doesn’t even INSIGHT factor into our Top 10 markets by conversion rate. • Provide localised content in Brazilian Portuguese • Offer more attractive ACTION shipping rates for Brazil • Are we accepting common forms of payment in Brazil? • Should we open up a physical store? Google Confidential and Proprietary 4
- 5. Macro Goals + Your Opportunity Primary goal How do you measure success here? conversion/s Google Confidential and Proprietary
- 6. Different Visits, Different Purposes % completed orders bounced abandoned checkout Why? support account Were users able to find signup the right contact info? product What influenced users to research signup for accounts? Are users engaged with the content? Google Confidential and Proprietary
- 7. The Consumer Decision Journey 2 1 3 4 Google Confidential and Proprietary 7 Source: McKinsey, June 09
- 8. What are your Customer Checkpoints? Spent > 3 mins on Watched our Purchased my Subscribed to my site product video product/service newsletter/RSS Visited > 2 pages Visited Product Visited store Clicked the on my site Features page locator page Liked button on your site Visited About Printing page of GOALS Us page high value eg +1 d on Google+ contact us, Created coupon Submitted membership testimonial/review account Call tracking Read testimonials STAGE 1. Initial 2. Active 3. Moment of 4. Postpurchase Consideration Evaluation Purchase/Intent Experience Google Confidential and Proprietary 8
- 9. Booking A Movie Ticket Google Confidential and Proprietary
- 10. Tracking Loyalty & Mobile App Downloads Google Confidential and Proprietary 10
- 12. Google Analytics: Goals Google Analytics Help Centre 12 Google Confidential and Proprietary
- 13. AdWords Conversion Tracking -‐ No complex Google Analy1cs tagging. One code snippet on ‘Thank you’ page. -‐ AdWords Conversion Tracking: Which paid clicks lead to conversions? Google AdWords Conversion Tracking Google Confidential and Proprietary 13
- 14. Assisting Players - The Key To Kicking Goals Google Confidential and Proprietary 14
- 15. GOALS STAGE Homework J Initial Active Moment of Postpurchase Consideration Evaluation Purchase Experience Google Confidential and Proprietary 15