Do you want to understand the journey a customer takes on your website? Then a sales funnel is a great tool to create in Google Data Studio! It provides you with al lot of information, from the first pageview till the final conversion. Besides this, you can clearly see the dropout rate in every stage. Let’s create the ‘Google Data Studio sales funnel’ below in just a few steps.
The final product: a sales funnel in Google Data Studio. With two extra filters to get the most information out of this tool.
Step 1: Create a blended data source
The first step you need to take is creating a blended data source. With this blended data source you can make the needed calculated fields, which we are going to use to calculate the dropout rates (we are going to show you this at ‘Step 4: Creating the dropout rates for your funnel’).
Click on ‘Resource’ in the Google Data Studio menu and select ‘Manage blended data’. The next step is to click on the blue text with: ‘Add a data view’. Now we must add five ‘different’ sources, which are basically five times the same Google Analytics connector from Google. The only difference is the applied filter.
In every Google Analytics source (from the same property) you must choose the metric ‘Sessions’. It’s important to change the names of your metrics directly, because otherwise you will see five times ‘Sessions’ in your metric list. In this example I chose to call the steps:
- Sessions – All visits
- Sessions – Product views
- Sessions with Add to cart
- Sessions with checkout
- Sessions with transaction
P.S. You can always rename these names at a later stadium.
The blended data source with five times the same Google Analytics source (from the same property), the only difference is the applied filter.
Now it’s time to add the technical magic to the blended data source of your sales funnel. For every source you need to add the relevant filter. For example: the source with “Sessions – All visits” needs to have the filter: “Include -> Shopping Stage -> Equals to -> ALL_VISITS”. Now add the right filter per source, check the image below for the right settings. Make sure that name of the every filter is exactly the same as in the image (including capital letters).
All filters for every step in the Google Data Studio sales funnel.
Step 2: The scorecards for your sales funnel in Google Data Studio
When the blended data source is all set up correctly, the next steps are very easy. We must create five score cards in total. Choose the blended data as your ‘Data source’ in the scorecard and select the right metric for each step in the Google Data Studio sales funnel. Thereafter add the relevant filter for the scorecard.
In the example below we created the scorecard for the first stage of the sales funnel:
- We selected the blended data source we created in step 1.
- We chose the right metric: ‘Sessions – All visits’. Important: We renamed the metric here to ‘1. Sessions – All visits’.
- We added the right filter with ‘ALL_VISITS’.
Repeat this method for every stage of the sales funnel.
Use your new field in a Google Data Studio table.
Step 3. Use calculated fields to get the dropout rates per stage
Now we’ve got the five scorecards with the amount of sessions of every stage in the sales funnel. The next thing to do is creating five extra scorecards with the dropout rates per stage. In this tutorial we will show you the first calculated field:
Click on ‘Create field’ when adding a new Metric. The formula to show the percentage of visitors who didn’t visited a product page is: Sessions – Product view / Sessions – All visits. It’s important to select ‘Percentage’ instead of ‘Number’ at ‘Type’. Repeat this for every step, until you have all steps.
Use your new field in a Google Data Studio table.
Step 4. Add filters to your sales funnel
Do you want to get the most information out of your sales funnel? Then create extra filters in Google Data Studio. in my example I made two filters:
- A Dropdown-list with ‘Source medium’
- And Advanced filter with ‘Landing page’
It’s very interesting to see what kind of traffic converts best. Or to see which categories are generating the most sales (based on a nice URL structure).