#STARTUPMETRICS• CONVERSION
• COSTS
• VIRALS
@PierCasolari
CONVERSION
#awareness
#acquisition
#retention
#awareness – 4 metrics
• Impressions
• CTR
• Bounce Rate
• % Share of voice
Come si misura #awareness
• Numero Contatti
• Qualità dei contatti
• Impatto sul breve/medio termine
• Crescita rispetto ai competitors
Impressions & CTR
>CTR <Cost
Bounce Rate (& time on site)
Target <30%
Share of Voice - Google Trends
Reach – tweetreach.com
#acquisition – 3 topics
• Conversion Rate
• Funnel Analysis
• MicroConversion
Benchmarks
Ecommerce0,5 -2%
Lead Generation5-10%
Conversion Rate in GA
Goals>Overview
Funnel Analysis
• Tracciamento Steps
• User Experience
• A/B testing
Funnel Analysis
Misura ogni steps
Funnel Flow
Dove vanno quando escono
Micro-Conversion
• PreConversioni (newsletter, fanpage, rss feed)
• MicroConversions (social action – like/tweet/pin)
• ExtraConversion (invite friends, customer feedback)
#retention – 3 metrics
• DAU/MAU ratio
• Recency
• % New Visits
DAU/MAU = Sticky Factor
• Sticky Factor (perchè?)
• stickyness varia per tipologia app
• Benchmark DAU/MAU ratio > 15%
AppData.com
Recency su GA
COST
#CPA
#cpa_freetopremium
#cpa_aggiustato
CPA = Formula
Visite Acquisizioni Costo CPA
Campagna 1 1000 100 3000 =3000/100 (30Eur)
Campagna 2 1000 150 3500 =3500/150(23,33Eur)
Campagna 3 1000 200 4000 =4000/200(20Eur)
CPA = Campagne
CPA Free to Premium
Visite Costo Iscritti CPA C.Rate Premium
Iscritti Premium
CPAPremium
Campagna 1 1000 200 100 =200/100 (2Eur)
5% 5 =200/5 (40Eur)
Campagna 2 1000 250 150 =250/150 (1,66Eur)
3% 4,5 =250/4,5 (55,5Eur)
Campagna 3 1000 300 200 =300/200 (1,5Eur)
4% 8 =300/8 (37,5Eur)
Coefficiente Virale
• Iscrizioni tramite passaparola
• Analisi del Viral Funnel
• Coefficiente Virale Benchmark
• GA Tricks
Viral Funnel
Iscritti Attivi nel WOM
Reach per Attivo
Reach Totale
Conversion Rate
Iscritti Virals
Coefficiente
100 10 15 =10*15(150)
4% 6 =6/100 (0,06)
100 20 20 =20*20 (400)
6% 24 =24/100 (0,24)
Social plugin
Pierluigi Casolari - Follow
Twitter @PierCasolari
www.pierluigi-casolari.com
www.startupmarketing.it