tag:blogger.com,1999:blog-8960510244862495872.post7208037864468342308..comments2017-05-11T01:26:48.640+08:00Comments on idea-stack: Advanced Multi-Channel Funnel Analysis using Google AnalyticsDickson Wonghttps://plus.google.com/102277114426683529145noreply@blogger.comBlogger8125tag:blogger.com,1999:blog-8960510244862495872.post-85524789407086564682016-09-01T22:40:52.399+08:002016-09-01T22:40:52.399+08:00We at Cooper Webdesign (https://www.cooper.dk) ar...We at Cooper Webdesign (https://www.cooper.dk) are using Google Analytics Funnels a lot. We have set up the goals both from events and also by using paths and virtual paths.<br /><br />My question is, if you know how it would be possible to track and analyse the individual form-items on the individual step in the funnel?Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-8960510244862495872.post-45067805652423105132012-03-05T16:12:09.579+08:002012-03-05T16:12:09.579+08:00Thank you Dickson for your explanation. I am gonna...Thank you Dickson for your explanation. I am gonna test this. Finally a model to reallocate your budget per online marketing channel!Gerard Rathenauhttp://www.gerardrathenau.nlnoreply@blogger.comtag:blogger.com,1999:blog-8960510244862495872.post-88202067382042399852012-03-03T12:58:11.710+08:002012-03-03T12:58:11.710+08:00Let's try this way:
1. One Goal = 36 Euro
2. ...Let's try this way:<br /><br />1. One Goal = 36 Euro<br />2. Assuming you have got 100 Assisted Conversion & 200 Direct Conversion<br />3. and you spent 300 Euro in this channel<br /><br />then <br />Assisted Conversion Value = 100 * 36 = 3,600<br />Direct Conversion Value = 200 * 36 = 7,200<br /><br />Estimated Cost on Assisted Conversion = 300 * (100/(100+200)) = 100<br />Estimated Cost on Direct Conversion = 300 * (200/(100+200)) = 200<br /><br />So Assisted ROI = 3600/100 = 36 (or 3600%)<br />and Direct ROI = 7200/200 = 36 (or 3600% again)<br /><br />That's why you will get same ROI, because the above model assumed the Channel Cost is evenly contributed towards each conversion. And personally i would not massage the data in #1 & #2, because they're raw data exported from GA.<br /><br />On the other hand, high ROI would possibly because of:<br />1. Very low Channel Cost<br />2. Very High Goal Value<br /><br />a result of very High ROI could either telling you your channel is really very effective, or there might be a problem in those assumption (does the channel spent so few? or does the goal value worth that much? etc)<br /><br />For Cost Estimation, i have written another post <a href="http://idea-stack.blogspot.com/2012/02/4-approaches-to-estimate-cost-for-multi.html" rel="nofollow">"4 Approaches to Estimate Cost for Multi-Channel in Google Analytics"</a> to assist other for cost estimation, you could take a look and see if it could help you! :)<br /><br />Cheers.Dickson Wonghttps://www.blogger.com/profile/02944005434931705368noreply@blogger.comtag:blogger.com,1999:blog-8960510244862495872.post-74480789933510402082012-03-03T00:14:16.819+08:002012-03-03T00:14:16.819+08:00Thanks for your response Dickson. I have attribute...Thanks for your response Dickson. I have attributed a different value to assisted and direct conversion. But I'll get extremely high ROI values. <br /><br />It is one goal with a value of 36 euro. I give assisted conversion 0,5 value and direct conversion: 1,0 value.<br /><br />How did your calculation in the ROI example above?Gerard Rathenauhttp://www.gerardrathenau.nlnoreply@blogger.comtag:blogger.com,1999:blog-8960510244862495872.post-9439875320025004222012-03-02T21:39:15.582+08:002012-03-02T21:39:15.582+08:00Thanks for pointing this out Gerard!
First of all...Thanks for pointing this out Gerard!<br /><br />First of all, whether it's an assisted or direct conversion, GA do the counting based on Goal Value only. The only different between Assisted and Direct Conversion Value is just "a position on the path". Simply speaking, if a channel experienced a conversion through two different path, which one is achieved as Assisted and the other is Direct one, then both value will be the equal. <br /><br />Now back to the question why it's the same. I have played with the Maths around and believe that under the following condition, your situation will occur:<br /><br />1. if the entire has only ONE goal<br />In this case no matter how the channel contribute to both type of conversion, the conversion value will be the same as both are referencing the same conversion<br /><br />2. if all the goals under the site have the same Goal Value<br />In this case, again, conversion value will always be the same for both Assisted and Direct one. <br /><br />Currently i could only think of these two reasons.... do feel free to let me know if you have fitted any of those cases. I will investigate more when i would be less busy.... :(<br /><br />In any case, i believe the model works normally when a site is configure correctly with multiple goals and each with different goal value. <br /><br />Please drop me the comment and let me know if this could solve your problem.<br /><br /><br />P.S. And thanks for the response, you inspire me on a new topic... XD <br />i guess i will write a post on practical Goal Value estimation soon. Stay tuned. :)Dickson Wonghttps://www.blogger.com/profile/02944005434931705368noreply@blogger.comtag:blogger.com,1999:blog-8960510244862495872.post-82128186934100451012012-03-02T19:24:59.002+08:002012-03-02T19:24:59.002+08:00Thank you for your post Dickson,
I'll get the...Thank you for your post Dickson,<br /><br />I'll get the same percentages for assisted and direct ROI.<br /><br />Have you given different value per conversion for assisted and direct?Gerard Rathenauhttp://www.gerardrathenau.nlnoreply@blogger.comtag:blogger.com,1999:blog-8960510244862495872.post-42563604355959339992012-02-28T02:46:57.726+08:002012-02-28T02:46:57.726+08:00Hi Shailendra,
I have written a quick posts to c...Hi Shailendra, <br /><br />I have written a quick posts to clarify the costing estimation for, please kindly find the following link for detail! Thanks!!~<br /><br />http://idea-stack.blogspot.com/2012/02/4-approaches-to-estimate-cost-for-multi.htmlDickson Wonghttps://www.blogger.com/profile/02944005434931705368noreply@blogger.comtag:blogger.com,1999:blog-8960510244862495872.post-81638552968165993822012-02-25T14:43:48.090+08:002012-02-25T14:43:48.090+08:00Hi Dickson,
Great post, i am fond of excel report...Hi Dickson,<br /><br />Great post, i am fond of excel reports when it comes for web analytics.<br /><br />I just have one confusion in your above report.<br /><br />How you calculated TOTAL CHANNEL COST.<br /><br />Regards<br />Shailendra DubeyAnonymousnoreply@blogger.com