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How to set up a sales funnel in Yandex.Metrica and Google Analytics


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Do you know what a sales funnel is, what it is for, and how to set it up? Let’s figure it out together! Very often there are situations when there is a beautifully designed website, user-friendly, with a detailed description of goods and services …

Do you know what a sales funnel is, what it is for, and how to set it up? Let’s figure it out together! Very often there are situations when there is a beautifully designed website, convenient for users, with a detailed description of goods and services, and the percentage of concluded transactions does not grow. This is exactly the case when you should seriously think about implementing a sales funnel. It will help you analyze customer behavior and understand at what stages they leave. With this valuable data, you can work on weaknesses and increase profits.

Sales funnel – this is the customer’s path from the first acquaintance with your service or product, to a real purchase. With the help of a sales funnel, you can plan development and evaluate the effectiveness of advertising and business.

The sales funnel will help:

  • Outline the client behavior model of a website or online store. And also determine what percentage of users leave at different stages of sales;
  • Find weaknesses in the sales algorithm and fix them.

Funnel types

To start using a sales funnel, you need to study their types and understand the differences. This will help you choose the right funnel in the future and more effectively research customer behavior:

  • Classic. The simplest type of funnel consists of steps: attracting the client’s attention, interest, the formation of a desire to pay for a service or buy a product, receiving payment, encouraging a second purchase. Here it is important to fix the number of clients at each stage in order to understand what else is worth working with.
  • Filtered by order date. Such a funnel is suitable for those who need to understand at what stage the deal is at a particular point in time, as well as those who want to accurately understand the length of the sales cycle.
  • Filtered by date of transition to another stage. Using this method, you can evaluate the effectiveness of sales managers at different stages of the funnel. In addition, using this tool, it is easy to calculate the optimal time to close the deal for each stage of the sale.

It should be understood that in addition to the main types of funnels, there are others. They are longer, with more data and variables. The choice is yours and should be based on the objectives and goals of the company. Most importantly, remember that the funnel should make the sales process easier, not more difficult.

How to create a funnel in Yandex.Metrica

Any funnel is a series of goals. Therefore, the first thing to do is to define these goals:

  • The user went to the site.
  • I went to the “Catalog”.
  • I pressed the button “Add to cart”.
  • Filled out the feedback form.
  • Visited the “Thank you page”.

Once you’ve set the goals you want, you can create a sales funnel. To do this, go to Yandex.Metrica, then to the counter settings, the “Goals” section and click on the “Add goal” button.

This will open a new modal window. In it, click on the “Multiple Target” button.

After completing this, write down all the necessary steps. It’s worth noting that you can only add up to 5 steps to goals. In the “Condition” field, specify the URL of the required page or write an event. To the right, paste the link to the page or the event ID. After filling in all the fields, click on the “Add step” button. Next, save the created goal. It is important to understand that it is not recorded instantly and sometimes you have to wait a couple of hours.

Where to find a new funnel in Yandex.Metrica

To open the required funnel, go to the Yandex.Metrica home page. Find us the section “Reports” → “Standard reports” → “Conversions”.

After that, find the created composite target and click on the image with the funnel.

Done! Now you can track the data you need.

How to create and configure a funnel in Google Analytics

A funnel in Google Analytics is created similarly to a funnel in Yandex.Metrica. And most importantly, its creation does not require much time from you. To get started, go to your account on the Google Analytics website. Select the desired data view there – it is automatically created in the service for each resource. Then add a new target.

An additional tab will open on the right side, in it click on the “+ Target” button.

Next, there is a more detailed setting of a new goal. In the first block, give the funnel a name, then select the target ID. And below, specify the type of first step: it could be a landing page or a specific event. After that click on the “Next” button.

Moving on to the next step, move the cursor to the Sequence field and add the required steps. Finally, click on the “Save” button.

Where to find a new funnel in Google Analytics

After creating a new funnel, Google immediately starts collecting data. However, it takes time to display them in your personal account. Therefore, the first information is best viewed in a few hours.

To open a detailed report, go to the section “Conversions” → “Goals” → “Visualize funnels”.

Conclusion

Setting up a funnel in services from Yandex and Google is extremely simple. Already at the initial stage of collecting information, it will reveal many interesting points. Find weaknesses in the site and sales department. Importantly, Google can add more than 5 steps in a funnel. Hence the report will be more detailed. This is useful for anyone who wants to work through all the little things in the sales process.

Moris Akline
About author

Speculative operations in the foreign exchange and stock market. Work with futures and indices on CME. Work on FORTS and RTS. Development of portfolios and investment strategies for clients. Knowledge of technical (price charts of various types, indicators and oscillators, trends, channels, support / resistance levels) and fundamental analysis, take note of news. I work according to my trading strategy in compliance with the rules of capital management and risk management. Development of trust management strategies. Technique of order execution, placing and changing protective stop-losses, hedging.
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