Experiences has two key metrics, Satisfaction Level and Task Completion Rate. Use the Purpose of Visit to segment both metrics and identify causes of success or failure.
The first key metric of Outcomes is Economic Value, which comprises Revenue, Goal Value and Event Value.
Goals track page and virtual-page level activities. Goal values range from $10 for viewing the Rank Checker Results for organic search to $1 for downloading Robots.txt.
Events track business events, typically clicks on hyperlinks to external websites. Other business events include downloading PDF files and viewing video files. Event values range from $10 for selecting the Marianis Search Engine Gadget to $1 for downloading the Selected Reading List. Use events to measure and monetize referrals your website generates.
A second key metric of Outcomes is Site Abandonment Rate, comprising Shopping Cart Abandonment Rate and Checkout Abandonment Rate. Minimize these rates for maximum effect on Revenue.
Internal Site Search usage is one key metric of Behaviors. Search terms are the unfiltered voice of the customer. Impact of Site Search on Revenue measures the economic value Internal Site Search creates.
Segment your results to reveal hidden meaning in aggregate data. Google Analytics supports concurrent use of up to 3 user-defined segments, through the Advanced Segments setting. Although you can create and save segments for future use, closing a report resets Advanced Segments to ALL. To apply segmentation on a persistent basis, set up a weekly Email of the segmented report.
Use trend information to reveal further meaning hidden in aggregated and segmented data. When trend data is difficult to access or display, try exporting the data in XML or CSV for Excel format. Then use your favorite data visualization tool to pan for golden insights.
Another option is to create a new report using Custom Reporting. Unfortunately, it does not support all combinations of Dimensions and Metrics. Experiment with Custom Reporting to find what works for you.
One further option is to extract your data directly using the Google Analytics Data Export API or Query Explorer.
Use Bing or Google Webmaster Tools with Custom Search to track searches of your website beyond the view of Google Analytics. For example, Webmaster Tools tracks queries of PDF documents that Google has indexed. Custom Search Statistics lists popular searches of the Marianis Search Engine Gadget. Some of these searches might not have resulted in visits to your website. Both sources are the new voice of your customer. Are you listening?
Web Analysis, Insights and Recommendations Resources:
