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Analytics & Data Mastery: and Certification Class

The document discusses top of funnel goals and key performance indicators for analyzing website traffic. It provides examples of important top of funnel metrics such as new visitor count, direct visit count, retargeting counts, and segmentation. It also lists metrics that will be analyzed like channels, bounce rate, branded search volume, and total pixel audience. Examples are given for different types of businesses to illustrate critical top of funnel metrics and how to drill down into metrics like new visitors by content or branded search terms.

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Zeib Shelby
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We take content rights seriously. If you suspect this is your content, claim it here.
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61 views28 pages

Analytics & Data Mastery: and Certification Class

The document discusses top of funnel goals and key performance indicators for analyzing website traffic. It provides examples of important top of funnel metrics such as new visitor count, direct visit count, retargeting counts, and segmentation. It also lists metrics that will be analyzed like channels, bounce rate, branded search volume, and total pixel audience. Examples are given for different types of businesses to illustrate critical top of funnel metrics and how to drill down into metrics like new visitors by content or branded search terms.

Uploaded by

Zeib Shelby
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ANALYTICS & DATA MASTERY

AND CERTIFICATION CL ASS


TOP FUNNEL GOALS
AND KPIS
WHERE WE ARE
IN THE
FUNNEL
@jtrondeau
WHERE WE ARE
IN THE
FUNNEL GOAL:
AWARENESS
@jtrondeau
NEW VISITOR COUNT
YOU NEED A STEADY STREAM OF NEW VISITORS TO
GROW YOUR BUSINESS

TOP FUNNEL DIRECT VISIT COUNT

GOALS
THE PEOPLE WHO KNOW YOUR BRAND! OFTEN
YOUR MOST PROFITABLE ‘ORGANIC’ TRAFFIC
SOURCE

RETARGETING COUNT
SEGMENTATION
@jtrondeau
WHERE WE’LL WEB ANALYTICS
GA OR ANY OTHER PLATFORM

LOOK PPC CHANNELS


FACEBOOK, GOOGLE, ETC…

@jtrondeau
NEW VISITOR
COUNT
DIRECT VISIT
COUNT
RETARGETING &
SEGMENTATION
TOP FUNNEL
DEEP DIVE METRICS
CHANNEL SPLIT (CONTENT & HOME)
HOW PEOPLE GET TO YOUR CONTET

BOUNCE RATE
HOW MANY PEOPLE ARE LEAVING YOUR CONTENT

TOP FUNNEL BRANDED SEARCH VOLUME


HOW MANY PEOPLE COME VIA BRANDED SEARCH

GOALS SHARE OF SEARCH


HOW BIG A ROLE SEARCH PLAYS

TOTAL PIXELED AUDIENCE


HOW MANY PEOPLE YOU CAN RETARGET

VISITS
HOW MANY PEOPLE VISIT YOUR SITE
@jtrondeau
WEB ANALYTICS
GA OR ANY OTHER PLATFORM

WHERE WE’LL PPC CHANNELS


FACEBOOK, GOOGLE, ETC…

LOOK WEBMASTER TOOLS


FOR BRANDED INFO

3RD PARTY COMPETITIVE INSIGHT TOOLS


SEMRUSH, ETC… (OPTIONAL BUT USEFUL)

@jtrondeau
CHANNEL
SPLIT
BOUNCE
RATE
BOUNCE RATE EXIT RATE

Measures the percentage of


The number of people that
site visitors viewing only one
leave on a given page.
page & triggering no events.

@jtrondeau
BRANDED SEARCH
VOLUME
SHARE OF
SEARCH
TOTAL
PIXELED AUDIENCE
VISITS
APPLYING
TOP OF FUNNEL
METRICS
AWARENESS
REACH NEW AUDIENCES
TOP OF FUNNEL BRANDING INITIATIVES

GOALS SPREAD YOUR COMPANY NAME AND MISSION

SEGMENTATION
CATEGORIZE NEW SITE VISITORS BY INTEREST

@jtrondeau
KITCHTOOL.C0
Small or New Business
KEY METRIC: RETARGETING LISTS
ADVANCED TACTIC, BUT THE FASTEST WAY TO TRACK

CRITICAL TOFU AUDIENCES

KEY METRIC: TOTAL & NEW VISITORS

METRICS ALTERNATIVE TO RETARGETING LISTS

DRILL DOWN: NEW VISITORS BY CONTENT


YOUR MOST POPULAR CONTENT WITH NEW VISITORS TELLS
YOU WHAT INTERESTS ARE DRIVING NEW TRAFFIC

@jtrondeau
YOURHOMEFIT.CO
Digital Business with Diverse Offerings
KEY METRIC: RETARGETING LISTS
ADVANCED TACTIC, BUT THE FASTEST WAY TO TRACK
AUDIENCES
CRITICAL TOFU KEY METRIC: TOTAL & NEW VISITORS

METRICS
ALTERNATIVE TO RETARGETING LISTS

DRILL DOWN: BRANDED SEARCH & SHARE OF


SEARCH
HOW VISIBLE ARE YOU TO YOUR TARGET AUDIENCE & HOW
DO YOU COMPARE TO YOUR COMPETITORS

@jtrondeau
DAVESCARS.CO
Service and Brick & Mortar Businesses
KEY METRIC: DIRECT VISITORS
IDENTIFIES HOW EFFECTIVE YOUR OFFLINE CAMPAIGNS ARE

CRITICAL TOFU KEY METRIC: RETARGETING LISTS OR TOTAL &


NEW VISITORS

METRICS
IDENTIFIES THE GROWTH OF YOUR TOP OF FUNNEL AUDIENCE

DRILL DOWN: NEW VISITORS BY CONTENT &


BRANDED SEARCH
YOUR MOST POPULAR CONTENT WITH NEW VISITORS TELLS
YOU WHAT INTERESTS ARE DRIVING NEW TRAFFIC

@jtrondeau
REMEMBER
You Know Your Business BEST - Pick
and Choose Metrics that Matter for
Your Business

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