- [Instructor] Now, another interesting conversion tool
that Google Analytics provides is the goal flow report.
We've seen a couple of this style previously,
and this one is going to be similar,
but I actually think it makes a little bit more sense.
Now we come up here to the top, of course,
as always we can choose the goal we want,
in this case we want the full funnel
so we're gonna keep Purchase Completed.
We can also see the level of detail.
We can show fewer connections or more connections
and we'll see in a bit more what that means.
Of course your export options are here as well
although this is an interactive report
so I don't think a pdf is really what we're after.
Below here is what we want to focus on.
I'm gonna close this left panel
so we have a little bit more room.
And just like the funnel visualization report
from last video, we see the same steps leading up
to the purchase complete goal.
You're here in a cart,
then you go to Billing and Shipping,
then you go to Payment, then you Review it,
then you've got your Purchase Complete
and MMEX is the site from there.
As we see, the blue here is
the connections between each of the green milestones.
And the red, as indicated,
is gonna be the funnel exits
just like we saw in the right-hand side
of funnel visualizations before.
We start here with the segments
that we're looking at, the primary dimension.
We start out by Channel if we want
to understand where the organic search is going,
we can click through there.
What I'd like to do is,
actually, let's go ahead and change this,
let's make this Region.
Before, we said California, New York, Texas, Florida,
these were the big states, lots of populations,
so it didn't surprise we had lots of users from there.
But Washington was a little bit of an outlier there,
so let's say we want to look through there.
We can first highlight the traffic
that just comes through here,
and it'll dim out the rest and just show
what folks in Washington are doing.
What I think is really interesting about this
is unlike the very neat funnel before,
this shows that people take a very circuitous path.
People can loop back around,
they can go back and forth through the cart
before they finally come to the end.
If I want to do this even more
and maybe see this clear
I can view only this segment
and that will clear out everything else
except for Washington.
And there I can see a much clearer picture
of what is going on as we look through here.
But again, we still have those loop backs,
people moving back and forth.
So when we come here,
we will see the numbers we saw on the funnel before,
38% of folks are going on to other steps,
62% are heading for the exits.
And then if we actually go look here
at what's going on with the exits
we can see a little bit more of those.
And we can do the same through here,
go to group details,
it's gonna give us a bit more info.
Here, we can see a few different reports,
kind of within here at each step.
Again, this is the billing and shipping step.
We can see the exits,
we can see the top pages, and so on.
If we come back here and clear all that out,
come back to purchase completion
and see all of them here again,
we'll see a few more details on the funnel exits as well,
now that we have the full picture.
I think it's important to point out
that these green ones are not pages, per se,
these are milestones that we've set up in the goals.
In a cart, they often will be pages,
but it could be a single-page cart
and they don't have to necessarily be,
but we have to have some way of indicating
to Google Analytics how we've reached
each one of these milestones.
And also, they don't necessarily
have to be a final cart from here.
And if we shift it to a different type of goal,
such as a goal for anytime someone saw
a product detail page of any kind,
or an engagement goal, like the time on site,
or number of pages viewed,
those could occur on any page,
so they're not tied to a specific URL.
And that's why these green ones
are really more about milestones and our goals.
Okay, and lastly if we can expand the spacing a bit
if we want to see a different way
of viewing these through here.
We went to the extreme there.
But if we back this down a bit to the middle,
you can see how we can adjust the spacing here as well
if you want to see a different visualization,
or zoom in for more detail.
Okay, so I encourage you to check those out.
Again, it's interactive report so I think it opens up a lot
of different kinds of analysis.
If you want these kinds of visualization reports
for these conversions,
you've gotta be on top of your game,
you've gotta have your goals set up, configured,
be fully functioning to provide the best,
most accurate data to these reports,
or you're not going to get as much out of them.
Once you can get those set up,
I think this goal visualization report
can actually be pretty powerful,
it's insightful, and most of all, it's actionable.
It makes it easy for us to visualize
those paths our visitors take on the way to conversion,
and we can spot those trends quickly.
The best way to learn this one is really just to dive in.
I encourage you to do just that.