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In Google Analytics (GA), a funnel is a navigation path (series of web pages) that you expect CompanyOne's online customers to follow in order to achieve the business's goals for their website. A funnel is made up of a goal page (or pages) and one or more funnel pages (also known as the funnel steps). CompanyOne needs to choose either the Goal Flow Report or the Funnel Visualization Report in Google Analytics.

Discussion Post:

CompanyOne is using the Google Analytics platform in order to perform a funnel analysis, viewing their site events (or micro-conversions) to see the process each visitor takes in converting to a customer (Data Analytics: Goals, Tools, Benefits, and Challenges, n.d.). Two reports that CompanyOne is exploring are the Goal Flow Report and the Funnel Visualization Report. After CompanyOne has set up their "Destination Goals" for their website (i.e. completing a transaction on their e-commerce portal), they will be able to view how visitors are moving within each step, with the ability to use both reports to determine this information. (Silva, 2019)

The biggest difference between the two reports is what the report shows you about this information. The Funnel Visualization step shows whether a user converted using step 1 in the funnel, and made it all the way through the funnel to the destination goal, or if the dropped out along the way. The Goal Flow report is much more complex and flexible, not only showing if visitors dropped out before going through the funnel, but it also shows the actual steps each visitor took, where the dropped out of the funnel, and if they got to the end of the funnel in a way that did not involve the conversion steps (Silva, 2019).

The questions that I would like to ask CompanyOne about their Conversion funnel reporting strategy are:

1. Do you have destination goals identified within your website, including conversion steps/milestones? This is an important question, as destination steps must be identified in order to configure the report metrics properly.

2. What is the goal of using these reports? Is CompanyOne looking for basic funnel conversion statistics or a greater depth of knowledge on how visitors exit the funnel? This question helps determine which report would be better for CompanyOne to use. If our client is seeking a basic knowledge of "how many visitors entered the funnel but didn't complete?" then using the Goal Flow report would be providing too much information for them.

3. What insight is this report going to provide? Is CompanyOne looking to use these reports to provide insight into what is happing on their sites, or are they looking to perform experiments with this data to see if website improvements are being executed according to hypotheses formulated previously? This is important to know what step of the build->measure->learn loop that CompanyOne analysts are at, as this information will help us advise which report they should use.