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Defining milestones in Customer journey

July 3, 2018

One of the first things that Customer should set up, is a Goal in order to see product value and some quick wins. This applies not only to Piwik PRO Marketing Suite but basically to all web analytics tools. Not all goals are equal and not every Action or Event deserves to be tracked as a Goal. Basically, there are few rules when choosing the Goal:

  • Does the Goal correspond to the company business & marketing goals?
  • Can we attach (directly or indirectly) money value to the Goal?
  • Does the action set up as a Goal moves the needle for our business?
  • Is the action set up as a Goal actionable (can we act somehow upon the value of this metrics? Does it provide any insights about our business?)
  • As a rule of thumb Customer should avoid Goals based on vanity metrics like number of sessions, number of pageviews, number of actions, bounce rate, time on site and any other metrics that cannot be associated with the real business.

    In order to set up customer journey tracking in Piwik PRO Marketing Suite it is important to explain that we can distinguish main Goals which further on we will be calling “macro conversions”. Those Goals are usually very business oriented, for example:

  • Online purchase (product purchase in an online store, services purchase, license or subscription purchase for a SAAS business);
  • Lead generation (filling the form on the website as a way of requesting contact with a salesperson);
  • Clicking an Ad unit (for a publisher and affiliate websites making a business out of referrals and running ads);
  • A phone call to a sales department via number displayed on a website;
  • Downloading an offer, brochure or catalog with the latest discounts and special offers (typical Goal for an offline business like retail or car manufacturers);
  • Examples of implementation in real life

    Goal name Goal type Goal setup
    Product Purchase Macro Conversion Goal is triggered when visitors Visit a given URL (page or group of pages) where the URL contains /thank-you
    Shopping cart Micro conversion
  • Goal is triggered when visitors Visit a given URL (page or group of pages) where the URL contains /shopping-cart
  • Is being set up as a funnel step Step 1 -> “Shopping cart” -> Contains /shoping-cart
  • Visit product page Micro Conversion
  • Goal is triggered manually. The visited page needs to contain a call to the JavaScript ‘trackGoal’ method (learn more)
  • Goal is triggered when visitors send an event -> where Event name -> contains -> Product_Visits. (of course appropriate event has to be set up in tag manager to be fired whenever a user visits product page)
  • Newsletter subscription Goal is triggered when visitors Visit a given URL (page or group of pages) where the URL matches the expression .*\/(newsletter\?c|\?smclient).*
    Contact form / lead capture form Macro conversion Goal is triggered when visitors Visit a given URL (page or group of pages) where the URL contains thank-contacting-us
    Whitepaper download Micro conversion
  • Goal is triggered when visitors Visit a given URL (page or group of pages) where the URL contains piwik-whitepaper-wp-oto-new
  • Goal is triggered when visitor Download a file where the filename contains Piwik_Whitepaper.pdf
  • Click phone number Micro conversion Goal is triggered when visitors send an event -> where Event Category -> is exactly -> Show phone Number