Learn Measurement Planning: Objective Flow

Welcome to the 4th video in a 9 part mini-series to measurement planning.

As we're learning how to approach Google Analytics we quickly learn that not all websites are created equal. In 12 minutes of videos you will learn the following topics, receive handouts, and have a constructive approach to measurement.

  1. Defining Micro & Macro Events
  • What user actions do you want to track?
  • Micro & Macro Explained in 60 Seconds
  • The most important measurement theory.
  • Measurement Process
  • Understand the measurement process.
  • Objective Flow
  • What are the objectives you to know during measurement?
  • Measurement Planning
  • Define a measurement plan and begin to implement it.
  • Reporting Types Videos
  • What types of reports explain your measurement story?
  • Top Landing Pages
  • Examples of custom reports.
  • Building Custom Reports
  • How to build custom reports.
  • Segmentation Types
  • How to drill-down into your measurement results.

Objective Flow

If you want to learn Google Analytics it all comes down to understanding the objective flow.

Objective Flow: The sequence of events or actions that lead to a desired outcome.

Objective Flow Chart

The objective flow sheets is simple to construct. There's 3 columns and here's how the break down:

  1. Desired Outcome
  • What you're trying to track on the website. This is just the start to connecting all of your micro & macro conversions into the proper sequence.
  1. Where Visitors Leave
  • This is critical when trying to doing conversions optimization. Try to look at the exit page report to see what's happening and build a theory of why. This question should evolve and change over time.
  1. Where Visitors Complete Desired outcome
  • Where the actions are happening on the website. It's important to document every single action to quickly speed up implementation.

The brief example shows an explanation of a website that is seeking to measure the the subscriber performance, documenting users who never completed this action on the homepage and leave, which ultimately occurs in the sidebar.

Objective Flow Formula

The formula to build measurement questions breaks down even further to this syntax approach.

[Desired Outcome] + [Where Visitors Are Leaving] + [Where Visitors Complete Desired Outcome] = Objective Flow

Content Publisher Objective Flow

Objective Flow Content Publisher

Desired Outcome As Content Publisher

  • Which posts are seeing the most visitors?
  • Where is traffic coming from?
  • What devices are users on?
  • How long do they spend on my site?
  • When do users leave my site?

Objective Flow Content Publishers Where Visitors Leave

Where Visitors Leave As Content Publisher

  • Sort blog posts by the subdirectory of /blog
  • Review the channel report to see which sources are popular
  • Study the device report to see which devices are coming to the site
  • Use the metric of Avg. Time on Site with any of these mentioned reports
  • See where users are least engaged through the exit page tab

Objective Flow Where Visitors Complete Desired Outcome

Where Visitors Complete Desired Outcome As Content Publisher

Personalize to your own site

  • The blog is very important to study
  • Determine how different devices influence your content consumption
  • Analyze blog posts by the most time spent reading
  • Review blogs post bringing in more pageviews from users
  • Not Sure

Not being sure happens often with Google Analytics. Be prepared to associate these roadblocks to reporting Dimensions & Metrics.

Objective Flow Formula As Content Publisher

  1. What are the most popular blog posts that are found on my blog?
  2. Where is traffic coming from that's reading my blogs?
  3. Which devices are consuming the most blog posts?
  4. How long are blogs being consumed for?
  5. Which blogs bring in the most pageviews before exiting the site?

Ecommerce Objective Flow

Objective Flow Ecommerce Desired Outcome

Desired Outcome As Ecommerce

  • What is my conversion rate?
  • What are my transactions by channel?
  • Which region makes the most revenue?
  • Where am I seeing the least success?
  • When do customers buy?

Objective Flow Ecommerce Where Visitors Leave

Where Visitors Leave As Ecommerce

  • Sort products by conversions rates
  • Sort traffic channels by revenue totals
  • Sort locations by revenue totals
  • Ecommerce summary of least successful products by transactions
  • Review the cohort tab by time till purchase

Google Analytics Tip: Ecommerce generally is always closely connected to revenue and conversion of your products.

Objective Flow Ecommerce Where Visitors Complete Desired Outcome

Where Visitors Complete Desired Outcome As Ecommerce

Personalize to your own site

  • Study the Cart performance
  • Observe your most profitable traffic source
  • Determine why California brings in the most revenue
  • Evaluate products that bring in 0 transactions
  • How many days till you actually have a sale?

Ecommerce Objective Flow Formula

  1. What is the conversion rate by products and how is the shopping cart performing?
  2. Where are transactions coming from by channel and why is social bringing in the most revenue?
  3. Which region brings in the most revenue and why is California the most profitable?
  4. Which products are least successful and how can we improve them?
  5. When do customers buy and how many days does it take to receive a sale?

In conclusion, the outcome of this exercise was to deconstruct the Objective Flow Formula, take simple business questions and structure them. Starting from the desired outcome and doing research helps determine the most helpful places to consider looking in Google Analytics. Overall, where these outcomes occur is where more training is required and it'll start to connect between measurement questions to actually implementing.