40 hours of SEO Analysis Within Minutes!

Fast. Secure. Free.

There is an accompanying cheat sheet for this resource. Check it out and use it to help you build your own KPIs.

Key Site Measurements
ID: Moo_KPI_v1.1

Author: Phil Pearce co-founder (Accelerate Agency)


  1. Executive Summary
  2. Organisational Key Results (OKRs)
  3. Key Performance Indicator groupings
  4. Key Performance Indicators metrics
  5. Reach & Awareness
  6. Increase brand coverage
  7. Grow new visitors and traffic sources
  8. Page grouping: % visits to advice & FAQ page categories
  9. Proposed Page grouping
  10. No. visits per country
  11. Acquire
  12. Increase registrations & email leads
  13. Social Measurement
  14. Tracking the effectiveness of external campaigns (utm tag syntax)
  15. Engage & Convert
  16. Increase engagement
  17. Standard click stream data
  18. Goals and Funnels
  19. Onsite search
  20. Item page tracking
  21. Lead scoring for micro conversions
  22. Custom Variables: Registered logged-in users
  23. Advanced segments
  24. 404 Error Tracking
  25. Retain & Enrich
  26. GA Ecommerce: Average order value
  27. GA Ecommerce: Customer lifetime value
  28. Custom Variables: Customer Groupings
  29. Event Tracking: user classification based on form fields
  30. The process
  31. Existing GA account Structure
  32. Adwords – Cost Data import
  33. Google Webmaster Tools – SEO position data import
  34. GAP analysis of tracking systems currently in use
  35. Tag validation
  36. Cookies found on the website on May 2013 from 250page scan
  37. List of sub-domains
  38. List of URL parameters detected
  39. Note about Event vs Pageviews


Executive Summary

This document details the behaviours on the Moo.com site that will be measured by our Google Analytics Agency. This exercise is designed to serve two purposes:

  • Determine the key metrics recorded by Google Analytics that will be used to demonstrate Moo.com successes, growth and return on investment (ROI).
  • Provide examples of these metrics and demonstrate insight that can be inferred from these.

The primary business goal of the website is:

Build a loyal user-base of businesses and designers by creating a useful website that makes it easy to find and create premium business cards, and maximise revenue via up-sales, cross-sales and return sales.

Based on the acceptance of this document in terms of describing the strategic alignment of measurements – this document will provide the input for the Google Analytics developer installation guide and a potential final Conversion Rate Optimisation stage.

GA - KPIs example_html_m47763fc3

Organisational Key Results (OKRs)

Following the OKR onsite session we identified the following business objectives:

1. “Be the No1 place to order a business card”
2. Diversification of our traffic: “We don’t just do business cards”
3. Expansion Internationally (e.g. USA & Australia)
4. Grow our user-base & identify new sources of users
5. Reduced cost of per acquisition
6. Maintain & improve the quality of traffic
7. Optimise conversion rate of UK site [funnels] 8. Make it easier to find designs
9. Make the web interface more user friendly
10. Identify & fix weaknesses in site functionality
11. Increase our revenue per customer
12. Maintain our existing user-base of customers
13. Better understand our customers
14. Maintain and improve our customer service
Additionally these tasks have been requested:

  • Visitor profiles segmentation
  • Anonymous & known visitor identification and onsite behavioural analysis
  • Campaign tracking
  • Lead scoring
  • Social engagement
  • Integration with CRM
  • PDF downloads (Free & Paid)
  • Multi-link attribution (multiple links on the same page)
  • Tab usage
  • Site search
  • Key pages
    • Upsell page
    • Register

Key Performance Indicator groupings

The KPI’s have been grouped into 4 stages:

REAN model

Note: The above is based on an adapted version of the REAN analytics framework.

Key Performance Indicators metrics

This will be achieved by measuring:

  • Reach & Awareness
    • No. branded searches
    • % visits to advice & FAQ page categories
    • No. visits per country
  • Engage Visitors
    • No. email subscribes
    • No. created customised card
    • % Click to save this design
    • % “0 results” searches returned
    • % Site search exits
    • % Bounce rate
    • £ per visit value (transaction or lead score revenue per visit)
    • ROAS per medium
  • Acquire Users
    • No. new user registrations
    • CPA per registration
    • % Overall visit-to-upgrade (transaction) conversion rate
      • % Selected/Created card to transaction funnel
      • % Register to create transaction funnel
      • % View design to register funnel (Facebook + Regular)
      • % Search to View design
      • No. users who perform a successful site search
    • No. user initiated errors events (e.g. form field validation errors, Login errors)
    • No. failed transactions events
    • % 404 pages
    • % Exit pages
    • No. designs view per userID (or per session)
  • Retain & Nurture Customers
    • No. existing user – login
    • No. Active Users over 30days [TBC] OR ratio of New: Existing logins per day
    • Avg order value
    • Long-time customer value (Revenue per CustomerID in CustomVarible3 totalled over all time)
    • Customer Groupings (e.g high value, medium, low value)
    • No. of user classification on signup – form events
    • % Recommendation to friend rate form submitted rate


Business Goal: Build a loyal user-base of businesses and designers by creating a useful website that makes it easy to find and create premium business cards, and maximise revenue via up-sales, cross-sales and return sales.

REAN model filled in
In case you couldn’t read all of the diagram above, here it is in plain text:

  • Reach People
    • Branded awareness
    • Traffic diversification
    • International Traffic
  • Engage Visitors
    • No. email leads
    • No. designs viewed
    • % bounce rate
    • Volume & ROI from cpc & email
  • Acquire Users
    • NEW user registrations
    • Purchase
    • No. Site errors
    • & conversion blockers
    • No. Designs created
  • Retain & Nurture Customers
    • EXISTING users
    • Avg Order Value
    • Long time Customer Value
    • Customer Groupings & Demographics
    • % Recommendation to friend rate

Reach & Awareness

Increase brand coverage:

1. Brand keywords used in search terms
2. Direct Traffic (excluding visits from email)

Brand awareness will be inferred based on the volume of search from organic for “Moo” and related phrases.

hidden keyword box

The organic keyword report shown below shows the spread of these searches:

keyword data hidden

Note: in order to account for the increase in (not provided) keywords from Google over time – Google insights will be used to show weekly normalised UK search volume and category volume.

GA - KPIs example_html_m6129ad30

GA - KPIs example_html_ef3b1f3

As brand awareness increases, so will the search volume.

Users who are already aware of the brand are likely to bookmark the site or visit the website directly to the site – without using a search engine.

This direct traffic is recorded within Google Analytics:

direct traffic landing page data hidden

Behaviour of the direct traffic segment will yield insight into not only the volume but also the successful outcomes achieved on the site by brand aware users.

Grow new visitors and traffic sources

1. New Visitors
2. Traffic Sources
3. Entrances to Page Categories
4. Country of visit

The metrics available to show the size of the website audience and ultimately the growth of the user base are available as standard in GA:

Visitors Report:

GA - KPIs example_html_m1ee13992
New vs Return visitors:

GA - KPIs example_html_1b28c693

Traffic Sources by % new visits

GA - KPIs example_html_516330a7
Note: branded search for “Moo” are recorded as “(none)” in the above.

In the context of growing traffic volume of new visitors – social, cpc & referral have the largest propensity to be introducers.

However, direct and organic still send the largest volume of new visitors:

GA - KPIs example_html_778ea390
Note: branded search for “Moo” are recorded as “(none)” in the above.

Note: Not all traffic sources are equal in terms of cost per acquisition and profitability, thus understanding the relative volume of the traffic and economic value of each traffic source represents a key measurement. This is covered in the acquisition section.

With this in mind, measuring traffic by bounce rate, per visit value, source, campaign is necessary. The example below shows that facebook.com traffic is not interacting with the website, and thus not likely to convert:

source and medium

Note: branded search for “Moo” are recorded as “direct_search / (none)” in the above.

The segmentation functionality provided by GA can be applied historically and ‘on the fly’. I will assist with the definition of these advanced segments.


Page grouping: % visits to advice & FAQ page categories

To make pages easier to analyse we have put you forward for the GA page grouping beta. Once this is enabled you will see a new report in GA:

GA - KPIs example_html_m68043aaf
Page grouping implementation

Page groupings can be enabled in two ways.

1. Use the URL mapping setting in GA: [recommended option]

page grouping implementiation
2. Add inline code:

<script type=”text/javascript”>
if(!window.dataLayer) { dataLayer = []; }
dataLayer = [{
“page_group1_category”: “results_page”, // page category
“page_group2_subCategory”: “”, // page sub-category
“page_group3_templateName”: “”, // template name
“page_group4_funnelStep”: “”, // funnel number or funnel step name
“page_group5_author”: “”, // page author
3. Piggyback existing dataLayer markup for pageGroupings:

<script type=”text/javascript”>
if (typeof (window[‘pageData’]) == ‘undefined’) {
var pageData = {};
pageData.wwwServer = ‘http://uk.moo.com’;
pageData.secureServer = ‘https://secure.moo.com’;
pageData.mooUserSignedIn = ”;
pageData.userCurrencyCode = ”;
pageData.websiteName = ‘MOO_UK’;
pageData.currentPageUrl = ‘http://www.moo.com/’;
pageData.currentPageHash = ’08c4a82d009094b7ced521dff904897e’;
if (!pageData.signin) {pageData.signin = {}; }
pageData.signin.hideSocialLinks = ”;
pageData.signin.hideStoreSwitcher = ”;
pageData.signin.hideReferAFriend = ”;
pageData.signin.hideAccountLink = ”;
Page grouping examples

Once enabled the KPI of % visitor landing on each search can be determined. For example:

GA - KPIs example_html_m20c0b19b


page grouping


GA - KPIs example_html_m47da9b10

Proposed Page grouping


Page Type Grouping       Page URL
Homepage /
Search pages tbc
Results pages tbc
Create Card tbc
Account activity /loggedin/
Lead pages /free sample/
Conversions /myorders

No. visits per country

Volume of traffic by country is easily available by default within Google Analytics:

GA - KPIs example_html_2a531ca2


Summary of the above: Reach & Awareness

Campaign data filter for SEO traffic  No. branded searches from SEO
2 advanced segment  No. branded searches from SEO & PPC.
Page grouping beta report  % visits to advice & FAQ page categories
Native  No. visits per country



Increase registrations & email leads

1. Registration goal definition
2. Create custom card goal definition
3. Downloaded guide submissions goal definition
4. Reduce email unsubscribes

Requests for the registration form need to be measured.

This will enable the measurement of the registration micro-conversion. Thus, a goal will be defined that will measure the flow of traffic through this journey enabling insights to be extracted and the process to be optimised.

An goal funnel similar to the one shown below will be available in GA:
GA - KPIs example_html_6e45ae1d

GA - KPIs example_html_2652a497

Social Measurement

Visits from social network sites will be measured as standard using the Traffic Sources report and Social reports in Google Analytics. Traffic volumes and conversion rates for social network traffic sources will be measured as standard.

Google Analytics has the ability to measure social engagement and interactions. This requires the implementation of Like, Tweet and GooglePlus buttons to track social interactions.

We can set the Google Tag Manger to track these social interactions, so long as the social buttons are marked-up in a standard method as described in developer documentation.

GA - KPIs example_html_38a20f84


Tracking the effectiveness of external campaigns (utm tag syntax)

Google Adwords and Google Display network are automatically tracked using autotagging (gclids). For other traffic sources, these need to be manually tagged in order for the source / medium / campaign / keyword / advert to be tracked.

Examples of utm tags include…

1. utm_medium=email&utm_source=newsletter&utm_campaign=20120707_summer_email&utm_content=link_title
2. utm_medium=email&utm_source=crm&utm_campaign=email_activity+based&utm_content=email_button+middle
3. utm_medium=rss&utm_source=feedburner&umt_campaign=Blog title
4. utm_medium=banners&utm_source=adnetwork1&utm_term=placement:{placement}&utm_campaign={CampaignID}_CampaignName&utm_content={creativeID}_BannerName
5. utm_medium=social&utm_source=facebook.com&umt_campaign=social_orgainic_campaign&utm_content=page_name
6. utm_medium=sm&utm_source=facebook.com&umt_campaign=20120707_facebook_offer&utm_content=promoted story
7. utm_medium=affilate&utm_source=affiliate1&umt_campaign=20120707_summer_offer&utm_content= link title
8. utm_medium=cpc&utm_source=bing.com&utm_term={keyword}&utm_campaign=m_{OrderItemId}&utm_content=m_{AdId}_{MatchType}
Summary of the above: Acquire

GA goal on URL No. registrations
GA goal on URL No. created cards
GA goal assuming thankyou page URL/autoresp_unsubscribe.pl/logon.pl?alert_type=unsubscribe/tellafriend-unsubscribe.pl No. email unsubscribes(negative goal)
GA goal custom report  CPA per registration
Native GA main profile  £ per visit transaction value
Native GA lead score profile  £ per visit lead score goal value

Engage & Convert

Increase engagement:

1. Bounce rate
2. Onsite search usage
3. Item page functionality usage
4. Lead scoring
5. Transaction goal funnels
6. Error tracking & exit rates

Engagement is measurable using a range of metrics. There is no single unit of ‘engagement’ as it is more of a behavioural concept than a quantifiable entity. Thus, the following standard metrics will be used to define ‘engagement’:

  • Bounce
  • Visit metrics
  • Onsite Search Usage
  • Item page functionality usage via Event tracking

Bounce Rate is the proportion of visitors who leave the site after one pageview. The visit metrics discussed in the first section demonstrate a level of engagement:

GA - KPIs example_html_m54cc5da6
Using key site functionality such as onsite search, creating a card, logging-in or registering is a clear sign of users engaging with the site.


Standard click stream data

Clickstream data is the standard web analytics data captured by Google Analytics. This data includes:

• Pageviews
• Visits
• Visitors (new and returning)
• Time on site
• Time on page
• Traffic sources

This data is anonymous and aggregated ensuring user privacy is preserved. Composite metrics are available as standard such as averages across the standard metrics and ‘bounce rate’ and ‘exit rate’.

Additionally, further non-standard website measurements will be implemented:

• Outclick tracking (clicks to third party websites)
• 404 error tracking (Page not found errors)

Outclick tracking requires links to be marked-up with a standardised class name (eg. class=”gtm-linkpartner” with name=”10″ for the link event_value).


Goals and Funnels

GA - KPIs example_html_3f6738be

Please note this list can be edited once the new GA code is live – it is not a definitive list, just a rough guide.
Onsite search

Onsite search tracking provides reports provide rich in insights into:

GA - KPIs example_html_55c0976b
The faceted site search category can reveal useful insight into keyword groupings:

GA - KPIs example_html_m6af56e32
Tracking on site search usage in Google Analytics can be hugely powerful.

The terms that users are searching for are golden opportunities to understand the intent the user had when they came to the site. Users who use on site search are telling you quite clearly what content they are looking for, what products they’re interested in. Studies have shown that users using onsite search tend to convert up to 300% more than users who don’t use on site search. This of course requires an optimised on site search hence the need to measure the performance of search!

Google Analytics measures onsite search performance by looking for URLs that match a configuration option. Currently the search results and search category are recording, but we suggest adding &no_results_returned={9} thus “no_results_returned=0” searches can be easily identified.

&viewtype=grid &number_results={9}

Onsite search reports show on site search usage volume as well as conversions stemming from onsite searches.

In order to record “failed” site searches where “0 results” have been returned, a non-interactive event will be added via GTM using the rule… if {{url query}} &number_results=0 then trigger event and capture search keyword and page.

Then this event can be set as a negative goal within GA. I will explain this in more detail in the developer guide.

Item page tracking

Item page interaction tracking requires the use of events.

Event reporting is rich and informative giving a clear picture of the level of user engagement with sophisticated site functionality:

GA - KPIs example_html_7d7bed1d
For example, when ‘View on Map’ and ‘Area info’ links are clicked within an item detail page no Google Analytics measurement is currently recorded:

These interactions are closely related to other OKRs and as such should be measured using event tracking and virtual pageviews as described in developer documentation.

GA - KPIs example_html_m11401370

Lead scoring for micro conversions

The measurements on the site are broken down into two groups – macro (e.g. transaction) and micro conversions (e.g pre-transaction).

Macro conversions are considered to be the primary goals of the site whilst micro conversions are the secondary, smaller but still important goals that lead to macro conversions.

The Moo.com website employs a variety of forms on the site. Users complete these forms to achieve a number of purposes from getting in touch with Moo.com to new user registration signups. These forms are crucial to a number of key site goals:

• New registrations form
• Newsletter signups form
• Sample pack request form

As users complete each form, a Google Analytics goal will be registered. The volume, frequency and conversion rate of the goals will provide performance metrics for these key site outcomes. The conversion rate is key in that it shows the proportion of users who start the interaction and succeed as well as the proportion of those who fail.

Google Analytics goals can also be awarded an arbitrary, non-variable value. The assignment of a notional value enables economic values to be calculated for traffic sources, content and functionality. Thus, ROI is then calculable.
ConversionWorks requires input from Moo to calculate the lead score goal values for the outcomes described in this document.

For example:

  • Perform successful site search [0.10]
  • View designs page [0.20]
  • New user registrations [1.00]
  • Created customised card [0.50]

Lead score values can also form the basis for an experiment around rewarding or incentivising users to interact with the site in exchange for discounts or privileges for higher scores.

Note: these lead score values can be easily changed or refined after installation, they are not “set in stone”.
Custom Variables: Registered logged-in users

As users log into Moo.com they will be ‘tagged’ with a visitor level custom variable that will denote them as registered users.

Thus, these users will be segmented for specific behavioural analysis and subsequent insight extraction and reporting. Login attempts and successful logins will be measured for:

  • volume
  • frequency
  • conversion rate
  • economic value

This customisation will allow you to answer the following questions:

  • How many registered users are using the site on a regular basis?
  • Is the number of registered users growing?
  • What are the behavioural differences between registered users compared to unregistered users?
  • What areas of the site cause users to register?

These questions can be answered in the custom variables report (shown below) and by creating advanced segments that enable the inspection of the behaviour of registered users (for example):

GA - KPIs example_html_642fa048

Notice the goal and ecommerce tabs that are available in the custom variables report enabling the extraction of insights around user segments with respect to their economic value.

As users complete interactions (submitting an advert for example), ‘points’ can be awarded and tracked using GA goal in Google Analytics. Following on from this, the economic value of users with higher scores can be seen in Google Analytics.
Additionally, personas may be defined to segment this traffic further. An example would be a user who visits twice a day, has posted an advert and stays on the site for an average of 3 minutes or more.

GA - KPIs example_html_13aaa9bf


Advanced segments

We will be able to see the visitor classes using the following segments.

Gold Visitor

  • 5 or more visits in a 30-day period

Silver Visitor

  • 3 to 4 visits in a 30-day period

Bronze Visitor

  • 1 to 2 visits in a 30-day period


colour graphs

Note: A visit must last for more than 120 seconds to be counted and have passed through registered or login page (or registered customer variable) to be counted.

GA - KPIs example_html_m61e8d13e


404 Error Tracking


A simple filter has been enabled to separate traffic landing on 404 pages and move these into a folder of /error-404/ to make it easier to monitor & fix these.


GA - KPIs example_html_m7478937


Summary of the above: Engage & Convert

GA goal % Overall visit-to-transactionconversion rate
Native for any site search or GA goal for successful site search No. users who perform a successful site search
GA goal funnel % Search to view design page
GA goal funnel % View to register funnel (Facebook + Regular)
GA goal funnel % Register to create card funnel
GA goal funnel % Create create card to transaction funnel
GA site search category % “0 results” returned
Native % Site search exits
Native % Bounce rate
Event tracking or virtual pageview % Click to save design as favorite
Event tracking No. user initiated errors events (e.g. form field validation errors, Login errors)
Goal tracking based on URL paypal_error=CardFailed No. failed transactions events
Simple data filter % 404 pages
Native % Exit pages
Event integer with custom JS code No. designs viewed per userID or per session.


Retain & Enrich

GA Ecommerce: Average order value

Here is a list of example ecommerce values. The fields in yellow are not currently being used by Moo.

GA - KPIs example_html_mb9089e4
Google Analytics will be updated to show the originating source and keyword of a transaction.
GA Ecommerce: Customer lifetime value

This setting is covered with custom variables. Once the CustomerID is stored, then revenue / customerID over time can be easily shown.
Custom Variables: Customer Groupings

Custom variables are not accessible in legacy funnel visualisation reports, however they are shown within the new goal flow & visitor flow reports.

The following Custom Variables can be attached to visitor to allow for more useful reporting.

1. User_Type

  • Designer
  • Business

2. User_ID

  • 20120101-12345
  • Storing the userID in a custom variable will allow for long-time-customer-value KPI to be monitored.

3. User_Class

  • high value | medium | low value

4. Optimizely_TestID

  • 12345

Note: Optimizely slot number is configurable here (e.g any number between 1-5)

5. Postcode_Region or Gender / Age/ Occupation

  • RG1

Note: FaceBook connect script allow access the following demographic values, which could be used as custom variables:

Note1: if you plan to import user details from facebook, this should be declared on your privacy policy page, and you should provide a link to disable this, such as the facebook disconnect browser plugin.

Note2: It is important to use a userID number, not a customer name.

Note3: prepending user type & join date (e.g. 20120712-Customer123) will help with analysis.
Event Tracking: user classification based on form fields

Event tracking provides an unlimited number of slots or interactions to be recorded.

For example:

‘event’: ‘onselect_form_event’,
‘event_action’: ‘register_form’,
‘event_label’: ‘type of registration’,
‘event_value’: parseInt(0.00),
‘event_nonInteractive’: true // Is onload action? Y|N

Note: the page that an event was triggered on is stored by default within GA.

Summary of the above: Retain & Enrich

GA goal with virtual pageview on register No. Existing User – login
Cohort advanced segment No. Active Users over 30days
Custom report on goals Ratio of New:Existing logins per day
Native Avg order value
Custom variable report Long-time customer value (Revenue per CustomerID in CustomVarible3)
Custom variable report Customer Groupings (e.g high value, medium)
Form interaction event No. of user classification on signup – form events
GA goal url % Recommendation to friend rate form submitted rate


Having signed off this document and agreed the suite of measurements that will be captured by Google Analytics, we will then install GA based on the agreed KPIs.

These changes will be minor – the installation of the Google Analytics Tracking Code (GATC) will be achieved by using ‘Google Tag Manager’.

Using Google Tag Manager will minimise maintenance efforts ease implementation and will future proof the Moo.com Google Analytics implementation.

With a solid body of web analytics data Moo.com will be able to accurately identify and quantify testing and optimisation opportunities.
The process

The tasks and milestones planned are shown in summary below:

  • Setup development Google Container Tag GTM-847V
  • Setup live website Google Container Tag GTM-tbc

Deploy the Google Tag Manager container tag at the top of the page.

1. Measure and compare metric from tagging solution.
2. Test scripts will be deployed using the tag container solution on staging server.
3. Tests will be deployed on a staging server prior to going live.

We will confirm that the following are being tracked:

  • Ajax pages virtual pageviews
  • OnSubmit/Onclick button tracking
  • Outlink page tracking
  • Social tracking (via Facebook/Twitter API)
  • Login/Register custom variable


  • {CustomerJoinDate}-{CustomerID}

Note: GA container tag will be configured to send data with /virtual/ so that the virtual and actual pageviews can be differentiated.

Existing GA account Structure

This is a screenshot of your current GA account structure with suggested changes:


GA - KPIs example_html_m427e97b3

Adwords – Cost Data import

These are the Adwords accounts for which cost data is being imported into GA.

adwords cost data
A safeguard filter can be added so that cost data is only ever imported for the correct domain on the profile.
Google Webmaster Tools – SEO position data import

I recommend importing organic data from sub-domains on Moo.com such as uk.Moo.com and us.Moo.com

The benefit of this, is that it will allow you to see a more accurate view of organic positions and number of organic impressions on google.co.uk

Here is an example of an organic report in GA:

GA - KPIs example_html_m267cba80

GAP analysis of tracking systems currently in use

Tracking: GA

1. All Pages: ensure all pages tagged to record pageviews

2. Outclick tracking: via class=Outclick inline markup on amazon links.

3. Social Shares: via FaceBook & Twitter api Social tracking.

4. External tracking: Add utm tags to external traffic sources

a. email newsletters
b. social links (e.g. via HootSuite or Bit.ly api)
c. app visits
d. vanity urls or offline urls (e.g NFC codes, QR codes or Print Magazines)

5. Register page: Custom Variable slots to separated registered and non-registered visitors.


  • Bespoke

Email system

  • eDialog

Chat system

  • LiveChatInc.com

Note: In order to enable GA integration in LiveChat please read this help page

Onpage Analytics / Customer Experience Analytics

  • GA inpage link plugin?

A/B testing

  • Optimizely

Note: Optimizely slot number is set here (e.g any number between 1-5)

Survey/Polls/Feedback Tools

  • Bespoke autoresponder Note: A useful case study about feedback systems via getsatifaction is here


  • Feedburner? www.moo.com/blog/feed/

Competitive intelligence

  • Google insight
  • Quantcast
  • Hitwise UK?
  • Net Promoter Score

Business Intelligence

  • Tableu v7


  • GA Dashboard
  • Tableu Dashboard
  • Offline MySQL backend data

Note: Youtube video tracking and in App tracking is out of scope.
Tag validation

GA - KPIs example_html_m236c66df

GA - KPIs example_html_m56bccb13

GA - KPIs example_html_1b45c58e
Cookies found on the website on May 2013 from 250page scan:

GA - KPIs example_html_178bd7ac

The cookie page “last updated/reviewed” date of 9th Sept 2010 is not declared.
NAI opt-out had been replaced by AdChoices.

  • Add link to AdChoices (Global) – not just AdChoices (EU).
  • Add links to Google Doubleclick Ad dashboard and GA opt-out. https://www.google.com/ads/preferences/html/blocked-cookies.html https://tools.google.com/dlpage/gaoptout

Also these links are broken:

GA - KPIs example_html_m34094532

GA - KPIs example_html_44d32b5f
Performance and Targeting cookies

GA - KPIs example_html_m64678e3c

Essential & Preference cookies

GA - KPIs example_html_9f8530f
Full list of cookies

GA - KPIs example_html_155286d4
List of sub-domains

www.moo.com and non-www



mobile [TBC]

dev servers

other domains [TBC]

app tracking [TBC]

Feedback [TBC]
feedback.moo.com [TBC?] community.volunteermatch.org [Example]


List of URL parameters detected

This is a list of URL parameters detected on the site. These have been removed from the test GA profile.

GA - KPIs example_html_m7ebf51be

GA - KPIs example_html_m1fd91a73
Note about Event vs Pageviews

  • Pageviews should be used where onpage content is changing, for example Ajax links, onclick/onsubmit button clicks which do not generate a thankyou page url.
  • Events should be used where an inpage action has occurred for example, form field interaction, pressing play button within a video or clicking on a zoom button on a product page, or onpage clicks on internal banner promotion.

The reasons for this separation are that Funnel reports, Visitor flow reports, and average time on page only use Pageviews data.

For outclick tracking; events (rather than pageviews) should be used if these outclicks are a secondary KPI or if funnel analysis of outclicks is not necessary.

More details about Events and Pageviews are available here:

Click to Visit the top of the page for Key Performance Indicators Examples and Templates


Cheat Sheet.

Mission Statement: Build a loyal user-base of customers by providing a useful website that makes it easy to find & share products and maximise profit for each transaction.


Reach & awareness

OKR (Business Objective – aka Organisational Key Result) KPI (Measurement – Key performance Indicator) Segment
Improve our visibility and coverage Email open rate
Banners £CPM
Google SEO Coverage/Rankings
Organic CTR (click-thru-rate)
Paid CTR (click-thru-rate)



OKR (Business Objective – aka Organisational Key Result) KPI (Measurement – Key performance Indicator) Segment
Grow Userbase: Identify sources of New registrations No. new user registrations (website only, not app) source/medium
No. clicks on Mailto: sales@ links
No. call me back form completed Lead Types
No. inbound phone calls (infinity call event) source/medium
No. newsletter signups
No. email unsubscribes (negative goal)
No. blog signups / readers
Reduced cost of acquisition CPA per registration (Adwords cost / no. registrations) source (e.g Comparisonsite.com)
ROAS per registration (avg value per registration = AoV * ecommerce convRate * (100%-AbandonmentRate) ) source/medium
Improve efficiency of marketing spend CPA per Order enquiry (Adwords cost / no. transactions).
ROAS per Order enquiry (Revenue/Adwords cost).
Maintain & improve the Quality of Traffic Per Visit Value (aka Revenue Per Visit)



OKR (Business Objective – aka Organisational Key Result) KPI (Measurement – Key performance Indicator) Segment
Optimise Conversion rate of site [visitor journey funnels] No. transactions New vistors
Returning vistors
No. transactions from “new” customers Days to Transaction
Hours to Transaction
% AbandonmentRate on checkout funnel Guest Checkout
New Registration
Existing user login
-£ AbandonmentRevenue or lost revenue on checkout funnel Guest Checkout
New Registration
Existing user login
Increase revenue per Order £ Revenue from Transactions
No. items in order
Avg order value Product Category
Improve the usability of website and product pages No. add to cart (% add to basket, % add to wishlist)
% click interaction (% add to basket, % add to wishlist)
% Product to Cart
% Avg time on site Landing page
% Bounce Rate New vs Returning / Traffic source
Make it easier to find products % Site search exits Site Search Category
Identify & fix weaknesses in site functionality % 404 pages
% JS errors
% Exit pages



OKR (Business Objective – aka Organisational Key Result) KPI (Measurement – Key performance Indicator) Segment
Retain userbase: Keep our existing customers No. orders from “returning or existing” customers
Customer Retention/Churn over time CustomerType – Note: Value hunters will churn more frequently that Ultra high spenders.
LongTimeCustomerValue (Revenue/CustomerID over all time) – CustomDimension3 Month or customer duration
ProfitPerCustomer ((Revenue-TAX-Shipping-COGS)/CustomerID over all time) – CustomDimension4 Month or customer duration
Better understand our customers Customer Groupings – based on user clusterings/paterns Platinum high value
Gold medium value
Silver low value
Customer Groupings – based on user submitted data Biking
Maintain and improve customer service No. days from order to delivery? (1week to 3months)
% Orders completed to offline fulfilled order (or offline refund rate)
% Recommendation to friend rate form submitted rate (aka NetPromoter Score)


0117 3361103