By - 尼尔科尔

How to Create a Funnel Analysis Report in Google Analytics 4

Google Analytics 4中的漏斗分析报告4

在Google Analytics 4中创建漏斗分析报告的逐步指南

Google Analytics 4中的漏斗分析报告是一个令人敬畏的报告,任何人都参与其中转换率优化会找到宝贵的。该报告可以帮助您立即识别最大优化潜力的领域。它允许您通过关键客户段的旅程中的每个步骤自动化和比较完成率,并按重要尺寸分解报告,例如设备类别。漏斗分析报告是Google Analytics 3(通用分析)中提供的现有目标漏斗报告的指数改进。

Google Analytics 4为您提供了一个强大的新漏斗可视化工具,该工具以前仅在GA360中提供。这允许您使用任何类型的事件创建漏斗可视化,包括印象,单击和页面视图。此外,您还可以在Google Analytics 4中构建漏斗分析报告,包括:

      • 最多四个客户段的完成率的比较(例如,移动,桌面流量和平板电脑用户),
      • 通过尺寸(例如,交通来源)击穿漏斗中的每个步骤,
      • Elapsed time between each step of the funnel,
      • Identify the next event immediately after each step in the funnel,
      • 为漏斗设置过滤器,以排除无法转换的用户(例如使用国家或地区)。

这使您可以立即识别漏斗中的每个步骤的下降率的任何差异,以获得这些重要尺寸和段。它还允许您使用过滤器来排除永远不会转换的流量或为不同的市场或地理位置创建单独的Funnels。

In this blog post, I will show you how to create and fully configure a funnel analysis report in Google Analytics 4. This will ensure you fully benefit from the functionality of the Google Analytics 4 funnel analysis report.

1. Planning Events for your Funnel Analysis Report in Google Analytics 4:

要在Google Analytics中创建漏斗可视化4,您将首先为用户旅程中的每一步配置GA4事件。看看我的帖子how to track events in GA4 using Google Tag Manager。This explains how to create most of the events you will need, including click and element visibility tags.

GA4自动在单个事件名称下记录所有页面视图。因此,您可能需要在创建漏斗分析报告之前为各个页面配置事件。这可以通过设置事件来完成GA4 interface as explained here

值得考虑您想要分析您的漏斗报告的维度和段。这是漏斗分析最强大的元素之一,并将节省您必须进行定制分析。

2.创建新漏斗:

在GA4转到“分析”>“分析中心”并选择“创建新漏斗”。

1. Analysis hub - create a new funnel analysis report in Google Analytics 4

3.漏斗控制台:

您将被带到漏斗控制台,该控制台具有变量,选项卡设置和探索选项卡。

Google Analytics中的2个漏斗分析报告4

Variables tab:这是您输入漏斗名称的位置,设置时间段,以及在GA4漏斗中使用的段和尺寸。

Tab Settings:您是否定义了分析的性质,包括可视化,分段比较和漏斗故障的类型。您还在在漏斗中配置各个步骤的位置。

探索标签。在这里,您将看到您创建的漏斗的每个步骤的漏斗可视化和相应的数据表。您在此处所看到的是通过选项卡设置中的设置确定。但您还可以使用分析中心的所有功能在此处创建其他分析。

4. Name Your Funnel:

Choose a short, but descriptive name for your funnel as this is what is displayed when someone goes to the Analysis hub.

3.设置漏斗名称

5.日期范围:

现在设置合适的日期范围,如果只有最近在GA4中创建的事件,您可能必须使用自定义范围。这允许您根据您首次启动在漏斗步骤上收集数据时,根据您的数据设置合适的日期范围。

Google Analytics中的漏斗分析报告4日期范围4

5. Default Funnel:

You will now be able to see a default funnel which is automatically set up when you first create a funnel in Google Analytics 4.

5 GA4 Default Funnel Steps in GA4

6.漏斗可视化类型:

谷歌分析gives you two types of funnel visualisation to choose from. You can select a standard funnel which gives you a snapshot in time or a trended funnel.

6 Select type of funnel analysis report

后来允许您了解漏斗在更改用户旅程时会随着时间的推移而变化。我们将为此示例选择标准漏斗,但如果您如此希望,您可以在两者之间切换。

7 Type of funnel analysis report

7. Delete Default Funnel Steps:

To create a new funnel Google Analytics 4, you first need to delete the default steps in the console. Remove each of the existing steps until there are no steps remaining.

8 Delete default funnel steps

8. Create First Step in GA4 Funnel:

Select the edit icon and this will open the first step in your funnel. Give the step a short, but descriptive name as this will appear in the funnel visualisation. Click on ‘Add new condition’ and begin typing the event name. Select the event name you wish to use.

9 Edit funnel steps in GA4

如果需要基于GA4中配置的事件或维度设置条件,则可以选择添加参数。例如,您可以将页面路径设置为“/”或“约束”,以允许用户在进行漏斗中的下一步之前将用户降落在不同的页面上。如果您希望用户遵守两个条件,还有一个“和”条件。

10设置漏斗步骤事件的条件

在控制台的右侧有一个显示屏,显示有多少用户符合您为漏斗设置的任何条件。单击“添加步骤”以创建第二步。

9. Create Second Step in GA Funnel:

Here I want to create a step which records if the site can deliver to the customer once they have entered details of their location. Select the event name by clicking on ‘Add new condition’ and search for the name.

我现在需要设置一个参数值,表示客户的位置有效。单击“添加参数”并搜索与正在使用的事件相关的参数的名称。在这种情况下,它是'treation_response'。

11 Add parameter for funnel step 2

现在选择参数条件,在这种情况下是'完全匹配(=)'。

12参数条件

最后,选择参数值,在这种情况下是'接受'。这是通过让开发人员提供的添加数据层推送to the site to record if the user’s address was valid for delivery.

13 Parameter value

GA4 allows you to set conditions so that only users who proceed directly from the previous step are shown in your funnel. This often occurs for secure, logged pages which limit navigation options.

14直接或间接地,然后在GA4中设置

Select ‘is indirectly followed by’ and this will give you the option to choose ‘is directly followed by’ to set this condition in your funnel.

15间接或直接接下来的选项

You can also set a time limit for the period between a previous step. This may be useful if your site has strict time-out conditions for users to complete certain tasks. This is common for ticket purchases on event sites. Check the box shown below.

16 step within time period

这将允许您选择秒,分钟,小时或天的适当时间。我会避免使用日子,因为越来越多的浏览器在24小时后删除cookie,因此它不太可能是一个可靠的指标。

17 Time period options

如果您忘记了一步或获取事件的顺序错误,请单击每个步骤的右侧的三个点。这允许您复制,删除或添加步骤(以上或如下)。

18在GA4中复制或添加步骤

10. Continue with Remaining Steps:

的GA4analysis funnel allows you to have up to ten steps and so you may need to plan your funnel to ensure you don’t run out of steps. Let’s hope Google increases this as ten steps is quite limiting for many sites.

19 Add further steps and then Apply in GA4

一旦您在漏斗中创建了最终步骤后,请记住“应用”,因为这将保存您的报告。如果您不'申请',您将丢失您创建的步骤。

11.设置尺寸以优化漏斗:

Dimensions are useful because they allow you to set filters, next steps or to breakdown your funnel by important categories. The default dimensions in the funnel analysis report are limited and so you will probably need to remove some default dimensions and add more useful ones to the report.

20.Add new dimensions in funnel analysis report GA4

单击加号并搜索相关维度。在这里,我想使用城市,因为该网站仅提供给英国某些位置。选择维度,然后单击“应用”。

21 Search for dimension in funnel analysis in GA4

继续使用此过程,直到您添加了漏斗故障,后续步骤和过滤器所需的所有尺寸。

12.创建过滤器:

Consider using a filter to remove visitors who could never convert. In this example, I will use ‘City’ because the site won’t deliver to users outside of a certain geographic location. You may want to use country or region depending upon the nature of the site. Click and drag the City dimension into the Filter box.

22Add filter and select dimension

选择匹配类型,在这种情况下'完全匹配',然后搜索表达式。

23 Select filter condition

选择您正在寻找的表达式,我为这个例子选择了“伦敦”并“申请”。过滤器现已设置,它应该避免您,包括没有机会转换的用户。

24 Select filter expression

13. Open or Closed Funnel:

This tab setting allows you to choose between a closed and open funnel. An open funnel shows users who enter the funnel at any point rather than only following the sequential approach of a closed funnel. A closed funnel won’t include users who join the funnel after the first step, and so may give a false impression of your conversion rate if users can join it on any step. The default setting is closed.

在GA4中的25个开放或闭合漏斗

14.细分比较:

漏斗分析允许您比较多达四个段,这些段显示在变量选项卡的“段”部分中。您可以拖放或只是双击段。

26 Segments

您可能需要在完成此操作之前添加相关段。单击“+”以打开段接口。您将在创建自定义段或使用建议的一个之间提供选择。

27在Google Analytics 4中创建漏斗分析段

There are three types of custom segments:

User segment:Where all users meet certain criteria. For example, desktop visitors or users from specific countries.

Session segment:所有会话符合集条件的地方。例如,所有会话来自个人广告系列或访问某一页面的课程。

Event segment:Where you only include certain events. For example, all visitors who have previously made a purchase or added to basket.

在此示例中,我想将移动用户与桌面访问者进行比较。由于桌面流量不是变量标签中的默认段,因此必须先创建此功能。为段提供合适的名称并添加描述。

28在Google Analytics 4中保存并应用漏斗分析报告中的段

搜索条件,选择匹配类型和表达式(桌面)。您还可以选择检查“任何点”以包括在用户旅程中任何点达到匹配条件的用户。现在单击“保存并应用”将该段添加到漏斗中。

在报告中,每个段显示为漏斗之上的单独条形图,您可以将鼠标悬停在其中以显示原始数据。您的段也会显示为漏斗表中的第二列,因此您将看到段A然后是Breakout Dimense的每个参数。

29区段如何显示在漏斗分析中

15.细分:

This allows you to breakdown your funnel by a single dimension (e.g. Device category). Where the dimension has more than a few possible values you can specify the number of rows per dimension. The default is 5. Click and drag the dimension you want to breakdown the funnel by as shown below.

30 How to apply dimensions for breakdown in funnel analysis report in GA4

16.经过时间:

这显示了用户旅程中的每个步骤之间的平均时间。非常适合理解用户通过用户旅程需要多长时间,并且经常突出显示用户在不同的设备上的行为行为。

31如何在Google Analytics 4中申请漏斗分析报告中的经过时间

17. Next Action:

要查看漏斗中的每个步骤后立即发生的事件,您可以为“下一个操作”框添加应用程序的“事件名称”或“屏幕名称”。滚动在条形图中以查看前5名下一个事件。

31如何在GA4的漏斗分析报告中申请经过的时间

18. Share Your Funnel:

默认情况下,您的垃圾报告仅适用于您,因此如果您希望其他人能够查看它,则需要与属性的其他用户共享。单击下面显示的图标,然后单击“共享”,以便只读访问GA4属性的其他用户。

33 Share funnel with other property users

19. Download the Funnel:

You can download your funnel analysis report in:

        • 谷歌表
        • TSV
        • CSV
        • PDF.
        • PDF(所有标签)

34下载漏斗分析报告Google Analytics 4

20.。Funnel Visualisation:

您现在应该具有完全配置的分析漏斗。这将允许您立即调查用户旅程的每个步骤通过定义的段和单个维度分解。这是您可以在通用分析中使用的目标Funnels的巨大改进。

35在GA4完成的漏斗分析报告

花时间分析每一步,总结您识别的见解。漏斗分析报告应保存您必须创建许多自定义报告和时间操作数据以比较重要段和尺寸的完成率。

21.复制漏斗分析报告:

You may want to replicate the funnel for different journeys or users with different needs. This can be easily done by coming out of the report and navigating to the Analysis hub. Click on the three dots as shown below and select ‘Duplicate’.

36 Duplicate funnel analysis in GA4

22。Don’t Navigate to Another Property When in a Funnel Report:

When you are in a funnel report, avoid changing to another property. If you navigate directly from the Analysis funnel report to another GA4 property, the funnel report will be moved to the second GA4 property. This is a bug that may be fixed by Google, but at present it can cause you problems. If this happens to you, navigate directly back to the original GA4 property.

如何在Google Analytics 4中创建漏斗可视化的摘要:

GA4报告中的漏斗分析报告是毫无疑问的一个领域,其中GA4超越通用分析。但是,它确实需要一些规划和准备来优化您的漏斗报告。

在GTM中创建事件,如有必要,配置GA4接口中的单个页面的页面视图。考虑您需要的漏斗所需的段和尺寸,可能允许您排除可能永远不会转换的访客。

Decide what type of funnel you want, either a standard funnel or a trended funnel. Set a time range which relates to when you began collecting your events in GA4.

The funnel analysis report allows you to create up to ten individual steps for a user journey. Remember to use parameters when you need to restrict the nature of the funnel, such as how users respond to a question. Use the indirectly or directly followed settings as needed.

If you have secure pages and strict time-out periods, you can consider setting time limits between steps. Once your steps have been saved, consider setting a filter to exclude users who could not possibly convert on the site.

Decide whether to use a closed or open funnel. If users can join the funnel at almost any step, I would strongly recommend using an open funnel.

Use the dimensions you have configured to apply up to four segments for comparison. Set a single dimension, such as device category to breakdown the funnel.

启用“经过的时间”以显示用户从一步到另一个步骤的时间。

设置“下一步行动”展示活动的职业rs immediately after each step in the journey.

Finally, remember to share your funnel analysis with other users of the GA4 property.

  • 关于作者:Neal (@northresearch) provides web analytics and CRO consultancy services and has worked in many sectors including financial services, online gaming and retail. He has helped brands such Hastings Direct, Manchester Airport Group Online and Assurant Inc to improve their digital marketing measurement and performance.

2思想“How to Create a Funnel Analysis Report in Google Analytics 4

nabil.24日2021年2月6日下午6:26

感谢您对这篇文章!比较好的见解比旧GA更好吗?

回复

    尼尔科尔2021年3月5日在晚上11:02

    谢谢纳比尔,我认为GA4对旧GA提供不同的见解,但在某些情况下,如漏斗分析报告,它确实提供更好的见解。

    回复

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