Analyze how Referrals are driving your Goal Completions

If you’ve been active in promoting your web site, you will have accrued a number of external sources who drive traffic to your web site. These could be A-List bloggers, industry analysts, critics and fans, and members of your partner or affiliate network.

Reaching out to these groups and individuals can be expensive and time consuming, so it makes sense to measure the impact. If you’re paying someone a sponsorship, was it worth it?

You should have this information both for measuring past performance, but also to plan where you allocate your time and budget going forward.

Create a custom report that shows Goal metrics against a referral Path.

The following data is what you need. You can see the goal completions for the past 12 months, organized by the leading referral types. These more recent and top ranked sites are where you should reinforce, and the under-performing sites might benefit use some assistance and involvement.

google-analytics-referrals-goal-completions-worksheet-view

If you are sort that works visually, you can make a chart. The chart below, for example, makes it evident this company doesn’t invest very much in referrals.

google-analytics-referrals-goal-completions-stackedbar-view

The company could assign some time and budget to optimize Referrals. For example, they could create an affiliate program or apply more marketing, paid promotion, or non-digital marketing activities to increase referrals.

If you have NEXT Analytics installed, it will take you ten seconds to build it…

Copy then paste the following into a worksheet.

If it doesn’t already end in the word, then rename the worksheet to Referral_actions.

After you’ve done this, you can click the Data Refresh button, and the goal1 complations for your default Profile will be in your workbook.

 
Prompt,add,

[GOOGLE_ID],
Prompt,add,[GA_PROFILE_ID],
Prompt,add,[GA_SEGMENT],&segment=gaid::-1
prompt,add,[PERIOD],Past 1 Years
Prompt,add,[MAX_RESULTS],&max-results=1000000
Prompt,add,[GA_DIMENSIONS],"&dimensions=ga:referralPath,ga:yearMonth"
Prompt,add,[GA_METRICS],&metrics=ga:goal1Completions
Prompt,add,[GA_SORT],
Prompt,add,[GA_FILTER],
GetGoogleAnalyticsData[GOOGLE_ID],,,[GA_PROFILE_ID],[PERIOD],GoogleData.csv,"[GA_SEGMENT][MAX_RESULTS][GA_DIMENSIONS][GA_METRICS][GA_SORT][GA_FILTER]"
prompt,add,[GA_FIX_DICTIONARY_FULL_FILE_NAMES],""
prompt,add,[GA_COLUMN_AXIS_INDEX],1
prompt,add,[GA_ROW_AXIS_CAPTIONS],Traffic Referral Path
prompt,add,[GA_ROW_AXIS_INDEXES],0
prompt,add,[GA_METRIC_INDEX],2
prompt,add,[GA_METRIC_AGGREGATION],Sum
prompt,add,[PIVOT_TAB_OUTGOING_DATE_FORMAT],yyyy-MM-dd
prompt,add,[PIVOT_TAB_INCOMING_DATE_FORMAT],yyyy-MM-dd
crosstab,GoogleData.csv,[GA_FIX_DICTIONARY_FULL_FILE_NAMES],utf-8,en-US,True,[GA_COLUMN_AXIS_INDEX],[GA_ROW_AXIS_CAPTIONS],[GA_ROW_AXIS_INDEXES],[GA_METRIC_INDEX],[GA_METRIC_AGGREGATION],,0,1,,
Sort,last,descending
prompt,add,[DATA_SHEET_NAME],referralPath
prompt,add,[TOP_ROW],1
prompt,add,[TOP_LEFT],1
prompt,add,[BOTTOM_ROW],-1
prompt,add,[BOTTOM_RIGHT],-1
SaveInWorksheet2,current,[DATA_SHEET_NAME],Overwrite,invisible,[TOP_ROW],[TOP_LEFT],unformatted,[BOTTOM_ROW],[BOTTOM_RIGHT]

 

Customize this script

You just pasted text into a workbook. You can easily modify it to suit your specific needs.

This example script will fetch data for the last year. This may not what you want. You can change the [PERIOD] to other time periods such as Past 3 months, for example.

You can, for example, pick a different profile ID, just by putting it’s profile number after the last comma on [GA_PROFILE_ID].

You can choose different metrics by modifying the line that has [GA_METRICS]. The list of metrics is available here: https://developers.google.com/analytics/devguides/reporting/core/dimsmets

You can also choose a different dimension by modifying the line that has [GA_DIMENSIONS].

If you wish to add more than one dimnension, it’s more involved but still quite possible. You would need to do the following steps:
1. Modify the [GA_DIMENSIONS] insert the extra dimension, in front of the year Month, e.g. ga:userType

2. [GA_ROWS_AXIS_INDEXES] must have a second value for the userType. Change it to 0,1

3. Change [GA_METRIC_INDEX] to 3.

4. CHANGE [GA_COLUMN_AXIS_INDEX] to 2.

If you need any help with this, feel free to post questions in the Forum of our Support page.