Video description
Online product performance data is everywhere, but how can product managers put it to work to improve their market reach and product usage? To do this, you need to know what metrics are available, what analytics tools are the most effective, and why some metrics are more beneficial than others. This video series will act as your guide, showing you the tools and metrics that matter. You'll explore product funnels and discover different ways to measure and understand each stage of a product's journey through a funnel—from initial discovery to on-boarding to repeated use. This includes learning how to use Google Analytics and Hot Jar to measure specific ways users interact with your product; Google Search Console to understand what your users are thinking and how they find your product; and a variety of other tools, tricks, and techniques to help you make sense of your data, uncover powerful insights, and optimize your product and reach.
- Understand product funnels and their critical role in analyzing product performance and user needs
- Discover the best ways to use Google Analytics to track product performance and user interactions
- Learn to use Google tools like attribution modeling, event tracking, and acquisition and behavior reports
- Explore the Google Search Console and learn how it identifies user expectations around products
- See how tools like Hot Jar and Crazy Egg can help you visualize and understand user engagement
Matthew Edgar is a partner at Colorado based Elementive, a consulting firm specializing in web analytics, CRO, UX, and technical SEO. Author of the book Elements of a Successful Website, Matthew is Google Analytics certified and has worked in the web performance analytics field since 2001. He holds a Master's in Applied Science, Information, and Communications Technology from the University of Denver.
Table of Contents
Part 1: Introduction
Welcome to the Course
Part 2: What is the Product Funnel?
What Is a Product Funnel?
Two Types of Product Metrics
Selecting Meaningful Metrics
Setting up Your Product Funnel
Part 3: Setting Up Tools
Measuring Different Types of Products
Setting up Google Analytics View Filters
Setting up Google Analytics Custom Dimensions and Custom Metrics
Setting up Google Analytics Content Groups
Google Analytics—What Are Goals?
Using Keyword Tools to Measure User Mental Models and Expectations
Visual Ways of Measuring User Behavior within Your Product
Part 4: Measuring Awareness at the Top of the Product Funnel
What Is the Top of the Product Funnel?
Finding Traffic Sources in Google Analytics
Reviewing Landing Pages in Google Analytics
Reviewing Exit Pages in Google Analytics
Setting up Page Visit Goals in Google Analytics
Setting up Duration Goals in Google Analytics
Using Google Search Console’s Search Analytics to Understand Users
Using Keyword Research Tools to Understand Users
Using Advanced Google Search Queries to Understand What Users Think
Part 5: Measuring Usage at the Middle of the Product Funnel
What Is the Middle of the Product Funnel?
Tracking Clicks and Taps with Google Analytics Event Tracking
Tracking Form Completions in Google Analytics
Tracking Form Entries with Google Analytics Event Tracking
Tracking Multi-Step Forms in Google Analytics
Using Hotjar to Understand Form Field Usage
Reviewing All Pages Accessed in Google Analytics
Working with Google Analytics Content Groups
Identifying Unvisited Pages within Your Product
Using User Recordings to Understand How People Move through the Product
Part 6: Measuring Engagement at the Bottom of the Product Funnel
What Is the Bottom of the Product Funnel
Advanced Methods for Tracking Clicks and Taps with Google Analytics Event Tracking
Measuring Active Time with Google Analytics Event Tracking
Measuring Scroll Behavior with Google Analytics Event Tracking
Segmenting Google Analytics Reports by Event Actions
Setting up Google Analytics Event Goals
Measuring How People Move through Products Using Heatmaps
Using Frequency and Recency in Google Analytics to Understand Your Users
Using Google Analytics Navigation and Flow Reports to Understand User Behavior
Setting up Google Analytics Sequence Segments
Setting up Search Reports in Google Analytics
Part 7: Wrap Up Recap
Measuring Your Product with The Product Funnel