Hey there. In this video we're going to talk about
how you can build a funnel visualization in Looker Studio so that you better
understand your conversion or drop off rates.
We're going to cover how to create funnels using community visualization charts or
how to reduce the data load through a simple table chart funnel.
Let's start with the community visualizations.
Whether you have an ecommerce shop or you sell services, your customers go through
multiple stages before for buying something from you.
Sales, marketing, survey, cancellation funnels.
Depending on how you want to improve your
customers experience, you might choose to monitor stages,
journey step levels, website pages, and so on.
The most commonly used funnels are the marketing or sales funnels.
Today we are going to presume you have
an ecommerce store and you have already implemented Google Analytics 4
Now, you want to visualize how your
users are flowing through the different stages of the funnel and what is
the conversion rate for the final transaction number.
So from product view to transaction,
currently there isn't an inbuilt ready to use funnel charts.
So the first way in which you can do this is through community visualization charts.
Let's take a look at the third party charts available.
If we go to the visualization library
and search for funnel, you'll see that there are two charts available.
We're going to cover one of these two,
the one from Ayima and another one that is not visible here.
Let's dig into it.
We'll start with the free community views from Ayima.
Thank you for making this great resource available, by the way.
We'll go into Edit mode and then here
on the menu bar, we have the community visualizations and components.
So we click here and we click
on Explore More and we will search for the funnel and we have it here.
We can click and drag it anywhere
on the dashboard, but we already edited it and configured it.
So let's go through our scenario.
We want to see how our users went
from viewing our products to adding them to the cart and then buying them.
So if we click on the chart, we will have the setup menu open up to the right.
And in the metrics section here,
we will add the ones that are of interest to us in a high to low order.
So we have the item views add to cart transactions.
What I mean by that is that we know that the first step is for people to take
a look at an item, then add it to the cart.
Reversing the order, for example, by dragging the item views in the middle
will not only make my funnel look unnatural, but it also incorrectly
reflects the flow of the user through the website.
So make sure to add your metrics in the correct order.
Now that we define the metrics, these numbers won't tell us too much.
So we will go to style where I won't talk about the actual styling of the chart.
You can of course,
customize your preferred colors, your fonts, your backgrounds here.
But you can also find the most important
feature of this chart here in the Computed Values section.
What are these and what is their function if we enable them?
These two will show you your conversion rates from one step to the other.
So percentage versus previous and from one
step to the initial step, percentage versus initial.
So the value that is in the bottom right corner will always tell you the conversion
rate from the first step to the last, even if you have ten steps in between.
In our case,
from product view to transaction, we have a 171% conversion rate.
But what if you want to monitor more
events, not just these three predefined GA4 ones?
Is there another option?
Luckily there is, and it's another free community vis that I'm grateful for.
It looks like this, and it's from TrueMetrics.
As you've seen, this one is not available in the official visualization library.
You will not see it here.
So how can you add it to your dashboard?
This can be done actually in a similar way in which we added the previous funnel
chart by going in edit mode on this Community Visualizations and Components
button on the menu bar and then explore more.
But this time, click on build your own visualization.
Obviously, we're not developers,
so we're not going to start building our own charts right now.
But fortunately, the people that are have
been generous to share their work with us and we can use it by adding a manifest
path in this field right here, the manifest for our final graph.
If we go back to the TrueMetrics article, you will see that we have it here.
So we copy this and we paste it back in our dashboard.
We submit and you will see that it appears right below the manifest path.
Select it and place it wherever you want in your dashboard.
As usual, we already did that, so let's jump directly to how we can set it up.
I'm going to select the chart and we have
this parameter section here where we will want all our event names.
In the Metrics section, we can either select Event Count or Total users.
But I'm going to select Total Users
because I think it's more useful to look at it this way.
Also, keep in mind that sorting matters for this chart too.
So if I sort, for example, by Event name, it won't be too much of a funnel.
So make sure you select by Total users in a descending way.
But now I have too many events in the funnel, as you can see, way too many.
And it doesn't help me understand how many
users are actually navigating my website and how they are doing this.
So what I want to do is filter out by my main five events.
I will go to the Filters section and I
already created a filter that contains my main five events.
If I select on editing it, you will see that these are view item add
to cart, add shipping info, add payment and then the purchase.
So when I apply it, it will make things much clearer and cleaner.
And if I want an even cleaner look, because right now, as you can see,
the events have this unfriendly format with view item add to cart written
with the underlines, I can go and create a new field.
So if I go here and I create a new field and I paste this case when formula
which says okay, if I have view item, please write it as Product View.
If I have add to cart, write it like this and so on,
much more clean apply and you will see here the renaming.
Same as with the previous chart.
When we go to style, we have direction settings,
so if you want, you can direct it vertically or horizontally.
I prefer horizontally.
Same with the gradients.
You have the option to edit your colors and your fonts,
but there's also an important feature that you don't want to miss.
It's this display sub label check that we
want to enable because it will show us the drop off rates.
As you can see, the parameters format is
not available publicly, so the default is the drop off.
We don't have the others,
like for example, the conversion rates, but I still find it really useful.
Please note that this is the drop off
that happens at each steps level and not from one step to the next.
So for example, on the Add to cart level,
70% or more of the users don't move forward.
I recommend that you add a tool tip with this information.
So here, if I go to view,
I did a tool tip where I tell the people that use the dashboard,
the client or the stakeholders, so that they are aware that the drop off
rate refers to the drop offs happening at that specific step and not relative
to the previous or initial step, as we've seen with this Ayima chart.
Also, if you want to calculate either
conversion or drop off rates from one step to the other, you will need to create data
blends between the steps that you're interested in.
So between Product View and add to Cart, if I go here, I'll have a blend between
the Add to cart and the item views with their respective filters.
So in this case, we have a 21% conversion rate from Item View to Add to Cart
and a 78% drop rate from Item View to Add to Cart.
However, if you want to avoid blending the data ten times,
which also means a faster loading time for your dashboard, reaching quotas and so
on, and you prefer a simple setup, you can use a regular table chart
from Looker Studio no video without giving credit to the right people.
So it's important to mention that this method is another one of Mehdi's.
You can find it here.
We will share the link with you.
This method will require a couple
of calculated fields and one simple data blend.
Firstly, let's select our chart.
Let's go to our GA4 sample data
and add a new field which will call Funnel Step.
So we have this sample data.
Here we go.
To add a field, we will add a new field which will call Funnel Step.
I have the name right here,
so this will be my name and then the formula will be a case when formula
that assigns a value from one to five, an order to each step.
We saved the formula,
but we already saved this one because we used it in a blend with itself.
So I will cancel here and then I will go to the blend that we already built.
So let's analyze how it is built.
This final step here,
it's the same as this Funnel Step here, but we renamed the one in the first column
so you can see it's Funnel Step and Funnel Step here as well.
But we renamed this one so that it's
easier to know which one is which in a formula we'll use later.
Then we have the event name.
Then in the metrics section we want
the Total Users that we renamed Total Users by Step.
So it's the same one with this one here
and we renamed for the same reason as before.
And also, don't forget the main five events filter and the Cross join operator
main Five Events Filter on the right to save your blend.
We already did that.
So the table will have the event name as a dimension and as metrics,
let's take them one by one.
We will have the Total Users and if we click on Edit we will see that we have
none selected in the comparison calculation.
Then we have the conversion rate percentage versus the initial step,
which is actually the same metric as above total Users by step.
But in the comparison calculation drop
down, we selected percentage of max relative to corresponding data.
And the third metric is the drop off percentage versus the previous step.
It's a new formula that looks like this and we will share it in the video notes.
Last but not least, make sure your chart type is a table
with bars and if we go to style, select in the first metrics column bar.
So we scroll and we have column metrics,
column number one we select bar and then show number.
Columns two and three can just be numbers from the missing data dropdown.
Show a blank or a dash so that we don't have an ugly null at the top.
That was it folks.
Let me know if you found this video useful
and if you're going to start monitoring your website's.
Funnel Stages. Thanks for watching.
See you in the next one. All right.
Thanks, Andreea, for this great information.
If this video helped you out in any way, then hit that like button.
And also check out this playlist right over here where we have more interesting
topics on Data Studio and data visualization.
Now, from everybody here at MeasureSchool.
Happy measuring.