The ROI Revolution BlogArticles Tagged with 'Funnels' Updates to AdWords Search Funnels ReportsOctober 14, 2010
Thankfully, Google is not oblivious to the need for more in-depth attribution funnel analysis. This past spring, they introduced AdWords Search Funnels, which finally gave AdWords advertisers the ability to drill down and see the search paths that visitors use when clicking through to their sites. And last week, Google added additional features to these reports, including an increase in the conversion history window and a way to sanitize conversions that were potentially affected by cookie deletion bias. Are you using the AdWords Search Funnels yet? If not, read on to find out why you should. Permalink | Comments ( 1 ) | TrackBacks ( 0 ) Filed under: Analytics Posted by Mark Curtis, Paid Search Team Leader at 4:36 PM Funnels on the Fly in Google AnalyticsNovember 18, 2009So there you are - you're all ready to put more oil in your car, or maybe you're trying to fill your sugar jar. Maybe you're all set to do some ironing, but you need to put some water in the iron. Whatever the reason, it immediately hits you that you'll be needing a funnel - but... OH SNAP! You don't have one. Or you can't find it. What do you do? You improvise of course! 
Quickly and with a MacGyver-like moment of inspiration, you grab a 2-liter bottle from your recycling bin and cut the top off. Phew - that was a close one! Now you won't have oil on your driveway, or water all over your bedroom carpet, and you can go about your day feeling like a secret genius. Now, a funnel would have still been the best tool for the job, but sometimes it's just not available. What the heck does this have to do with Google Analytics? Well, Google Analytics has a great built-in Funnel Visualization report, but the problem is that it only works if you have the foresight to build it ahead of time. Funnels are never retroactive - they will only start working the moment you create them. What if you have multiple landing pages? Moreover, what if you only want to look at AdWords traffic? Well, you would need a separate profile in addition to a properly set up funnel, and all of this has to be set up ahead of time. The problem is that often you won't know what kind of funnel you need until it's too late. Having 20 goals in Google Analytics is great, but you could have a million and it wouldn't make a difference. The good news is there's hope. That hope is called Advanced Segments. Here's how you do it: Permalink | Comments ( 20 ) | TrackBacks ( 0 ) Filed under: Analytics Posted by Shawn Purtell, Senior Web Analytics Engineer at 10:18 AM |
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One of my biggest complaints about Google AdWords and Google Analytics has always been the oversimplified attribution models they use. Last touch attribution sucks. It completely ignores upper funnel search visits to your site—first-time visitors who use broader search terms to get there. These are people who are curious about your products or offers, but not quite ready to buy.
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