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PROPRIETARY + CONFIDENTIAL © 2012-18 Familian&1, All Rights Reserved
Funnel
Analytics
AN OVERVIEW OF
by Seth Familian // @sethfam1
for What The Funnel @ Galvanize Boulder
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
A lil’ bit about me
2
Procraftinator
Strategist
Growth Hacker
Educator
Data Viz Nerd
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
About Familian&1
3
part of
.co
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
About Familian&1
4
We measure & automate growth strategy…
…by interconnecting world-class cloud platforms:
part of
.co
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Today: Part III of What the Funnel!
5
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Today: What we’ll discuss
6
1. The “Pirate Metrics” Funnel
2. KPIs to measure at each step
3. Analytical Tools to measure KPIs
4. Automation Tools to boost KPIs
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
The Pirate Metrics Funnel: AARRR!
7
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Goal: optimize each conversion rate 

before driving “top of funnel” volume!
“Top” “Bottom”
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
KPIs to measure at each step of the funnel
8
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Tools to measure and boost KPIs
9
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources
let’s explore each funnel step in depth
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Acquisition
10
Acquisition
how do people find you?
Volume
Engagement
Sources
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Acquisition Volume
11
Acquisition
how do people find you?
Volume
Engagement
Sources
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Acquisition Engagement
12
Acquisition
how do people find you?
Volume
Engagement
Sources
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Acquisition Engagement
13
Acquisition
how do people find you?
Volume
Engagement
Sources
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Acquisition Sources
14
Acquisition
how do people find you?
Volume
Engagement
Sources
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Acquisition Sources
15
Acquisition
how do people find you?
Volume
Engagement
Sources
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Building Trackable URLs
16
Acquisition
how do people find you?
Volume
Engagement
Sources
https://ga-dev-tools.appspot.com/campaign-url-builder/
Track your campaigns in a
Google Sheet or Airtable!
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Step 2: Activation!
17
Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Measuring Activation with Goals
18
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Measuring Activation with Goals
19
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Analyzing Goal Completions
20
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Acquisition
how do people find you?
Activation
do they sign up?
Traffic Sources
Landing Pages
% New Sessions
Pages/Session
Session Duration
Signed-Up
by acquisition metrics
Analyzing Goal Completions
21
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Step 3: Retention!
22
u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Retention with Segments
23
u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Retention with Segments
24
u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Retention with Segments
25
u?
Activation
do they sign up? Retention
do they come back?
Conversion %
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Driving Referrals
26
Referrals
do they tell others?
Conversion %
Viral coefficient
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Measuring Referrals
27
Referrals
do they tell others?
Conversion %
Viral coefficient
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Determining Viral Coefficient
28
Referrals
do they tell others?
Conversion %
Viral coefficient
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Determining Viral Coefficient
29
Referrals
do they tell others?
Conversion %
Viral coefficient
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
ation
gn up? Retention
do they come back?
Conversion %
-Up
n metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
Determining Viral Coefficient
30
Referrals
do they tell others?
Conversion %
Viral coefficient
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Revenues
31
tion
e back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Visits
n metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Measuring Revenues
32
tion
e back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Visits
n metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Conversion %
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
To recap…
33
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources
PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved
Do even more with Daisy-Chaining!
34
Acquisition
how do people find you?
Activation
do they sign up? Retention
do they come back?
Referrals
do they tell others? Revenues
do they pay?
Conversion %
Conversion %
Conversion %
Conversion %
Viral coefficient
Signed-Up
by acquisition metrics
Return Visits
by acquisition metrics
Social/Email/“Dark"
by acquisition metrics
by acquisition metrics
by customer (LTV)
Volume
Engagement
Sources
PROPRIETARY + CONFIDENTIAL © 2012-18 Familian&1, All Rights Reserved
Thank You!
AND THAT’S IT!
seth@fam1.co · @sethfam1
Let’s keep in touch.

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Funnel Analytics: An Overview

  • 1. PROPRIETARY + CONFIDENTIAL © 2012-18 Familian&1, All Rights Reserved Funnel Analytics AN OVERVIEW OF by Seth Familian // @sethfam1 for What The Funnel @ Galvanize Boulder
  • 2. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved A lil’ bit about me 2 Procraftinator Strategist Growth Hacker Educator Data Viz Nerd
  • 3. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved About Familian&1 3 part of .co
  • 4. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved About Familian&1 4 We measure & automate growth strategy… …by interconnecting world-class cloud platforms: part of .co
  • 5. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Today: Part III of What the Funnel! 5
  • 6. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Today: What we’ll discuss 6 1. The “Pirate Metrics” Funnel 2. KPIs to measure at each step 3. Analytical Tools to measure KPIs 4. Automation Tools to boost KPIs
  • 7. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved The Pirate Metrics Funnel: AARRR! 7 Acquisition how do people find you? Activation do they sign up? Retention do they come back? Referrals do they tell others? Revenues do they pay? Conversion % Conversion % Conversion % Conversion % Viral coefficient Goal: optimize each conversion rate 
 before driving “top of funnel” volume! “Top” “Bottom”
  • 8. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved KPIs to measure at each step of the funnel 8 Acquisition how do people find you? Activation do they sign up? Retention do they come back? Referrals do they tell others? Revenues do they pay? Conversion % Conversion % Conversion % Conversion % Viral coefficient Signed-Up by acquisition metrics Return Visits by acquisition metrics Social/Email/“Dark" by acquisition metrics by acquisition metrics by customer (LTV) Volume Engagement Sources
  • 9. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Tools to measure and boost KPIs 9 Acquisition how do people find you? Activation do they sign up? Retention do they come back? Referrals do they tell others? Revenues do they pay? Conversion % Conversion % Conversion % Conversion % Viral coefficient Signed-Up by acquisition metrics Return Visits by acquisition metrics Social/Email/“Dark" by acquisition metrics by acquisition metrics by customer (LTV) Volume Engagement Sources let’s explore each funnel step in depth
  • 10. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition 10 Acquisition how do people find you? Volume Engagement Sources
  • 11. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition Volume 11 Acquisition how do people find you? Volume Engagement Sources
  • 12. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition Engagement 12 Acquisition how do people find you? Volume Engagement Sources
  • 13. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition Engagement 13 Acquisition how do people find you? Volume Engagement Sources
  • 14. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition Sources 14 Acquisition how do people find you? Volume Engagement Sources
  • 15. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Acquisition Sources 15 Acquisition how do people find you? Volume Engagement Sources
  • 16. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Building Trackable URLs 16 Acquisition how do people find you? Volume Engagement Sources https://ga-dev-tools.appspot.com/campaign-url-builder/ Track your campaigns in a Google Sheet or Airtable!
  • 17. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Step 2: Activation! 17 Acquisition how do people find you? Activation do they sign up? Traffic Sources Landing Pages % New Sessions Pages/Session Session Duration Signed-Up by acquisition metrics Conversion %
  • 18. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Acquisition how do people find you? Activation do they sign up? Traffic Sources Landing Pages % New Sessions Pages/Session Session Duration Signed-Up by acquisition metrics Measuring Activation with Goals 18 Conversion %
  • 19. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Acquisition how do people find you? Activation do they sign up? Traffic Sources Landing Pages % New Sessions Pages/Session Session Duration Signed-Up by acquisition metrics Measuring Activation with Goals 19 Conversion %
  • 20. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Acquisition how do people find you? Activation do they sign up? Traffic Sources Landing Pages % New Sessions Pages/Session Session Duration Signed-Up by acquisition metrics Analyzing Goal Completions 20 Conversion %
  • 21. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Acquisition how do people find you? Activation do they sign up? Traffic Sources Landing Pages % New Sessions Pages/Session Session Duration Signed-Up by acquisition metrics Analyzing Goal Completions 21 Conversion %
  • 22. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Step 3: Retention! 22 u? Activation do they sign up? Retention do they come back? Conversion % Signed-Up by acquisition metrics Return Visits by acquisition metrics Conversion %
  • 23. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Retention with Segments 23 u? Activation do they sign up? Retention do they come back? Conversion % Signed-Up by acquisition metrics Return Visits by acquisition metrics Conversion %
  • 24. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Retention with Segments 24 u? Activation do they sign up? Retention do they come back? Conversion % Signed-Up by acquisition metrics Return Visits by acquisition metrics Conversion %
  • 25. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Retention with Segments 25 u? Activation do they sign up? Retention do they come back? Conversion % Signed-Up by acquisition metrics Return Visits by acquisition metrics Conversion %
  • 26. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved ation gn up? Retention do they come back? Conversion % -Up n metrics Return Visits by acquisition metrics Social/Email/“Dark" by acquisition metrics Driving Referrals 26 Referrals do they tell others? Conversion % Viral coefficient
  • 27. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved ation gn up? Retention do they come back? Conversion % -Up n metrics Return Visits by acquisition metrics Social/Email/“Dark" by acquisition metrics Measuring Referrals 27 Referrals do they tell others? Conversion % Viral coefficient
  • 28. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved ation gn up? Retention do they come back? Conversion % -Up n metrics Return Visits by acquisition metrics Social/Email/“Dark" by acquisition metrics Determining Viral Coefficient 28 Referrals do they tell others? Conversion % Viral coefficient
  • 29. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved ation gn up? Retention do they come back? Conversion % -Up n metrics Return Visits by acquisition metrics Social/Email/“Dark" by acquisition metrics Determining Viral Coefficient 29 Referrals do they tell others? Conversion % Viral coefficient
  • 30. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved ation gn up? Retention do they come back? Conversion % -Up n metrics Return Visits by acquisition metrics Social/Email/“Dark" by acquisition metrics Determining Viral Coefficient 30 Referrals do they tell others? Conversion % Viral coefficient
  • 31. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Revenues 31 tion e back? Referrals do they tell others? Revenues do they pay? Conversion % Visits n metrics Social/Email/“Dark" by acquisition metrics by acquisition metrics by customer (LTV) Conversion %
  • 32. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Measuring Revenues 32 tion e back? Referrals do they tell others? Revenues do they pay? Conversion % Visits n metrics Social/Email/“Dark" by acquisition metrics by acquisition metrics by customer (LTV) Conversion %
  • 33. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved To recap… 33 Acquisition how do people find you? Activation do they sign up? Retention do they come back? Referrals do they tell others? Revenues do they pay? Conversion % Conversion % Conversion % Conversion % Viral coefficient Signed-Up by acquisition metrics Return Visits by acquisition metrics Social/Email/“Dark" by acquisition metrics by acquisition metrics by customer (LTV) Volume Engagement Sources
  • 34. PROPRIETARY + CONFIDENTIAL © 2012-2018 All Rights Reserved Do even more with Daisy-Chaining! 34 Acquisition how do people find you? Activation do they sign up? Retention do they come back? Referrals do they tell others? Revenues do they pay? Conversion % Conversion % Conversion % Conversion % Viral coefficient Signed-Up by acquisition metrics Return Visits by acquisition metrics Social/Email/“Dark" by acquisition metrics by acquisition metrics by customer (LTV) Volume Engagement Sources
  • 35. PROPRIETARY + CONFIDENTIAL © 2012-18 Familian&1, All Rights Reserved Thank You! AND THAT’S IT! seth@fam1.co · @sethfam1 Let’s keep in touch.