How to deep dive in your product funnel performance with GA and Data Studio [Step by step guide]

Closed Funnel Example in GA… Great
Multi dimensional rules
  1. Only works with Google Analytics 360 accounts. Currently the funnel feature is not available with non-premium GA accounts. 👎.
  2. Evolution Analysis. As a product manager I want to be able to easily see how each step of the funnel is performing across time. Has the “Delivery Detail” step dropped last week vs previous period? How is the new PSP we integrated changing that step conversion rate? Checking that through custom reports is annoying since its a snapshot only.
  3. Segmentation Analysis. As any aspiring Analytics ninja knows, all data in aggregate is crap. I want to be able to see how each step of my funnel is performing against my important dimensions. Are there any browsers that block a specific step? How are CRM sessions performing comparing to SEO sessions? New vs Returning users? Cities? Technically I can do this in GA by creating advanced segments or a custom report for each, but…no.
  • Export hit level data from BigQuery, and write SQL queries to construct each metric. However this requires again a bigquery account with GA 360, and a data engineer to accommodate the needs. I want to be able to think of a micro funnel after a release and set up my reports and breakdowns independently, without coding needed.
  • Google Analytics goal funnels. Unfortunately only supports page rules, so doesn’t work with all dimensions & variables I want to use.
  • Create a google analytics goal for each funnel step, and then create a GA custom metric for the ratio between them. E.g. Goal 1: Add to cart, Goal 2: Signup popup, Custom Metric: Signup popup / Add to cart. Problems here: 1) Goals can’t be defined as sequences of rules within a session, 2) 15 goal limit per view, 3) 5 calculated metrics limit per view
  • Use an external analytics tool. I’m pretty sure that Heap Analytics offers each funnel step as a metric, maybe Mixpanel does as well. However, extra tools = extra cost + implementation time.
  • Implement enhanced ecommerce. With enhanced ecommerce, google analytics creates metrics for each of the standardised funnel steps, which can be used then to create ratios, and breakdown as needed. This works, but needs EE implementation to be done, and well, its a bit standardised to an ecommerce flow.
  1. Document the user flow diagram
  2. Identify tracking definitions for each interaction I want to track on the funnel
  3. Create GA advanced segments with sequence rules for each funnel step
  4. Use Supermetrics or another tool to export the data to google sheets
  5. Build metrics & reports to Data Studio

1. Document the user flow diagram

Snapshot of example user flow diagram
Example of GTM & GA events sent by booking.com

2. Tracking Definitions

Tracker for user interactions in GA

3. GA Advanced Segments

  • For mandatory parts of the funnel (=all users that complete the outcome have to go through), always include it on the sequence
  • For optional parts of the funnel (=users can complete without going through), don’t include, and just later on export your data along with a landing content group dimension, so you can see how that step completion rate compares between users that start there vs entered before

4. Supermetrics data export

Example Super metrics export config

5. Data Studio report

Data Studio data source selection
Custom field
Evolution analysis of micro conversion rates for desktop & mobile
mCVR segmentation by device and browser

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Product & Marketing Analytics — jslytics.com

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Jason Spanomanolis

Jason Spanomanolis

Product & Marketing Analytics — jslytics.com

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