One of my most frequently asked questions is “Where are my customers coming from?”

Now if you’re like the majority of Google Analytics users the way you would try to find out this information is by opening up Google Analytics and looking at one of the ‘All Traffic’ reports. Here you might see that 20% of all your visitors are coming from Facebook, or that 40% of your visitors are coming from Google Organic Search (yours will be different), but so what? What does this tell you about your customers?

If you want to find out where your customers are coming from and what they’re getting up to on your website you need to find a way to isolate them on Google Analytics.

Now your customers might be signing up to your email list, buying a product, making a donation or doing something else entirely. Lets assume that your customers are buying a product directly on your website.
Do you know where your online leads are coming from? Take our quiz to find out!

When your visitors buy a product from your website do they go to an order confirmation page? (If you’re not sure, try buying a product from your own website and see). If yes, then this is an easy way to isolate your customers. Take the URL of the order confirmation page and create a Goal in your Google Analytics that triggers any time a person visits that page. If you are not sure how to do that, I will write a blog post shortly that teaches you how to do it and I’ll link it here.

What you need to do next is create a Segment in your Google Analytics. If you are not sure how to do that, I will write a blog post shortly that teaches you how to create segments and I’ll link it here. With the segment you want to select all visitors who achieved your Goal.

There are two different ways that you can create this segment, you can select all Users who achieved the Goal or all Sessions that achieved the goal. I’ll explain this a little further as the difference is subtle.

If you choose all Users who achieved the Goal then you will see the marketing source of all visits to your website by these Users, not just the visit when they purchased your product. If your visitor visits your website more than once, this way of creating the segment can give you an overview of the marketing sources preferred by these customers in general, not just the specific one time they purchased.

The drawback is if one person visited your website 100 times during the timeframe you selected and all the other visitors only visited your website 1 time each, then the result Google Analytics gives you will be skewed by the effect of the user who visited so many times.

If you choose all Sessions in which the Goal was achieved, then you will see the marketing source for only the visitors who purchased from you and also only the sessions in which they made a purchase. So if a visitor found your website 100 times via Google Organic Search but then made a purchase after reading an email you sent them, the segment will show only the visit in which they purchased (which will show they came from Email if you have your email links set up correctly).

So as you can see it does matter whether you base your segment on Users who achieved the Goal or Sessions in which the Goal was achieved, but if you’re not sure which you want to pick then create a segment for each of them and check both. I usually go by the Users segment rather than the Sessions segment, because I like to compare Purchasers with Non-purchasers and this is more accurate if you base your segment on all Users who purchased vs all Users who never purchased.

I usually create three segments to compare these different types of Users:

  1. Purchasers (the people who bought from you)
  2. Not Interested (these are the folk who only looked at one page and then left)
  3. Browsed But Did Not Buy (these are the folk who looked at more than one page and then left)

Apply these three segments within your timeframe and then go to the ‘All Traffic –> Source/Medium’ report.

The column you want to look at here is Sessions, and more specifically the % of total which will be written in grey next to each source.

To really see this clearly you will need to export the data and turn it into a chart, with percentage on one axis and source on the other axis. Look out for any anomalies, like the chart in the feature image of this blog post that shows a higher percentage of visitors who purchased came from Bing compared to the visitors who didn’t purchase.

If you would like assistance with using Google Analytics to grow your leads and sales online then please send an email to Petra Manos ( ). Web Data Analytics loves to help businesses grow their sales and leads online through showing them how to effectively use their Google Analytics.

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Nicholls Web Consulting

Utilising Web Data Analytics findings, we have made significant discoveries in user behaviours, and made recommendations based on the available data ensuring that our clients have a well-informed view on their customer’s actions within the web environment. We have found insights from Web Data Analytics have influenced our recommendations in terms of channel spending, and also ways to increase customer conversion based on optimization efforts. I have found Petra easy to deal with and, importantly to us, this works in with our objectives to ensure our clients success.

Eben Nicholls Director - Nicholls Web Consulting Strategic Analysis Report, Booking Gateway Attribution Report June 21, 2017

keneena fanning

This dashboard is sooo much easier to read than the Google Analytics one. I love that you explain what each table means underneath - super helpful. I definitely love visual rather than written info so the graphs are great - and make it much easier to see trends etc. Especially helpful to see where traffic is coming from and how it's converting so I can see where to focus my efforts.

Keneena Fanning Kablooie Store Basic Dashboard May 25, 2017

Adam Pond testimonial for Petra Manos Web Data Analytics

Petra worked with the team at SEALadder to provide and educational overview and introduction to Google Analytics and Google Tag Manager. It was great to have someone explain the difference and why both are important. She took us through our own implementation rather than a hypothetical setup and showed us how to set everything up, ensuring that we had a video recording of our meeting so we could refer to it again in the future, which we did. I'm looking forward to having another session in the future when we have more data and taking our analytics to the next level.

Adam Pond SEALadder Strategy Session June 28, 2017

Nick Hughes

We now have greater insights into how many people visit our site and when, where they come from and the detail of our traffic sources. Glad I spent the time with Petra to cut straight to the insights in our data. Time well spent!

Nick Hughes Successfully Navigating Redundancy Strategy Session May 25, 2017

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Petra helped me set up many aspects of Google Analytics, and I now feel confident in finding the information I need. It's definitely increased my understanding of my website audience and the data that comes out of it massively!

Hannah Noble Nipenda Blog May 25, 2017


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