Google Analytics for Restaurants
Part 3: Behavior and Conversion Reports

December 3, 2018
tools
This is the last chapter of our 3-part guide to Google Analytics for Restaurants. In case you missed it, check out the first chapter on getting set up with Google Analytics, and the second chapter on Audience and Acquisition reports.

Behavior Reports

How are your website visitors using your site?

Google provides all kinds of details about which pages users visit, the links and buttons users click, and other activity that can be tracked.

Benefits of Behavior Data

Examining how users move through your website gives you insight into why they’re potentially completing or not completing certain actions.  Website behavior analysis allows you to consider where you might need to improve your design or content to help a visitor fulfill the goals you're measuring (e.g. placing an online order).

Useful Behavior Reports for Restaurants

1. All Pages

Google Analytics for Restaurants behavior report

The All Pages report gives you a great bird’s-eye view of how well your individual website pages are performing.

Google Analytics for Restaurants all pages report

Let’s take a quick look at some of the metrics and related insights.

Pageviews

Which pages are the most popular, based on how many times they’ve been seen?  Are you getting more traffic to certain menu categories?  Perhaps they’re menu categories you could expand with more items.

Bounce rate

When someone enters your site through a particular page, are they leaving your site without visiting more pages?  What could you add to the page to make it more engaging or optimize for a conversion?

% Exit

This is the number of people who left your website from a particular page, divided by the number of pageviews for that page.  Where are your website visitors slipping through the cracks without ordering from you first?  When you optimize your checkout process for more conversions, you can monitor the % Exit metric for the checkout pages to see whether your work is effective.

2. Users Flow

We’re actually going to jump back into the Audience category to find this report (the last one in that category):

Google Analytics for Restaurants users flow report

While the All Pages report shows you a breakdown of each page's metrics, you can jump into the Users Flow report to see how users actually travel through your website.

Google Analytics for Restaurants users flow report

This report helps you visualize which pages your users visit most frequently from the home page (or whatever page they first arrive on), how they navigate your site in general, and where your website users are dropping off.  

With this data, you could see (for example) that users who visit your specials page from the home page will often go on to place an online order.  To capitalize on this trend, you could consider adding more specials, or a more prominent button on the home page that leads users to the specials page.

Conversions

Do your website visitors reach the goals?

Ultimately, you’ll want to set up goals (Google Analytics’ term for conversions) in order to determine whether your site visitors completed an intended action, like placing an online order or filling out a form.

Benefits of Conversion Data

I'm sure the advantages to setting up goals is pretty clear.  Knowing what your website visitors do throughout your website is one thing, but monitoring when and how your visitors become customers can be more valuable when you’re looking to optimize your website and/or marketing.

How To Set Up Goals

First, you have to let Google Analytics know what you consider a "Goal", and how a user will reach it.  You’ll need to visit the Admin section to set up your Goals.

Google Analytics for Restaurants conversion report

Simply click the “+ NEW GOAL” button.

Google Analytics for Restaurants new goal

Then you’ve got three steps to set up the goal.  In the first step, you can choose between a template or a custom setup.

Google Analytics for Restaurants goal setup

You can choose one of the templates like “Reservations” or “Place an order”. It will simply fill in the name of the goal in the next step (named after the template). Most of the templates will also set "Destination" as the type of goal.

Google Analytics for Restaurants goal description

The most common way for Google Analytics to determine that your website visitor has completed a goal is by knowing that the user has reached a confirmation or thank-you page.  This “destination” page would only load if the user completed a form or placed an order, for example, and the page shouldn’t be accessible from your website navigation or from search engine results.

So whether you choose a template or a custom setup, you’ll likely still want to choose “Destination” as the type.  Which brings us to step 3.

Google Analytics for Restaurants goal details

Let’s say the goal is when someone places an online order.  The destination page would be wherever the user goes after the order is completed.  Add the path of the page without the domain, instead of the whole page URL.  So you’d put “/order-confirmation” instead of “https://www.pizza-place.com/order-confirmation”.

Since the value of the order wouldn’t always be the same, you can leave that option off.  You'd have to set up ecommerce tracking for more granular data on your orders.

Setting up a funnel can help you identify which pages of your checkout process are causing people to drop off.  We'll take a closer look funnels in the next section.

If you’ve configured things correctly, you should be able to “Verify this Goal” (by clicking the link) to confirm that Google understands your setup, and will record goals moving forward.

Google Analytics for Restaurants goal verification

As long as you’ve had an online order (if that's the goal) in the last 7 days, you should see confirmation like this:

goal verification

If you get 0%, you’ll have to update your configuration.

Now your first goal is set up, and you can start seeing conversion data in your Google Analytics reports!  Well, as soon as the next visitor to your site completes the goal - the data isn’t retroactive.

In general, you’ll be able to get insights about the users that reach your goal(s) in the Acquisition reports, so you won’t need to specifically check the reports in the Conversions category for conversion data.  We explore some insights you can gain from a couple of the Conversions reports next.

Useful Conversions Reports for Restaurants

1. Funnel Visualization

In Step 3 of setting up a Goal, you’re able to establish a conversion funnel of pages that your visitors must visit on the way to completing the goal.  This is particularly useful for online ordering checkout processes.  By setting this up, you’ll be able to see where users are dropping off before placing an order.

Google Analytics for Restaurants funnel visualization

Similar to adding a destination page with just the path in the previous step of setting up a goal, you’d add just the path of the page(s) that a user visits immediately before they reach the destination page.  Make sure to only include pages that would be common for every user, or the funnel data won’t be accurate.

For our example above, the only page that every user reaches before completing an order (i.e. reaching /orderconfirmation) is /checkout.

Then, you can visit the Funnel Visualization report in the Conversions category.

Google Analytics for Restaurants funnel visualization

Here, you can see which page visitors entered the funnel from, how many made it through the funnel, and which page they went to (or whether they exited the site) if they abandoned the funnel.

Google Analytics for Restaurants funnel visualization

We only have one step in our funnel example, but if you have multiple pages of your checkout, you’ll be able to see how many people are dropping off at each page.  This will tell you what page(s) to focus on optimizing, such as adding a more mobile-friendly experience or security assurances.

2. Top Conversion Paths

Google Analytics for Restaurants conversion paths

If you’re involved in various digital marketing activities, like SEO, social ads and Google ads, this report will help you see how the pieces fit together to lead a user towards conversion.  

You’ll see the most common journeys that customers take across digital marketing channels on the way to reaching your goal(s).

Google Analytics for Restaurants channel grouping path

In the example above, you can see that most of the conversions occurred when users visited the website through Organic Search (i.e. Google, Bing, etc.), and the second visit was direct.  This suggests that further optimizing your website for Google might bring you more qualified traffic, but if you were to also optimize for conversions, you could capitalize on that traffic more within the same visit.

You can also see how Paid Social (i.e. Facebook Ads) and Paid Search (Google Ads) play a role in bringing customers to the website.  If traffic begins with these paid channels but doesn’t convert, you might need a more convincing landing page.  You might also consider remarketing, where you can show ads to people that already visited your site, so the paid channels would also appear at the end of the conversion journey.

Behold: Online Ordering Software,
Integrated with Google Analytics

Besides giving you the incredible ability to take orders online, eHungry’s online ordering software allows you to simply add your Google Analytics ID to your settings, and we'll add the necessary code to all of the pages of your ordering site. One simple step, and you'll get all the juicy data from your ordering site's visitors!

Plus, you'll also get eCommerce data when your customers place orders, including the transaction amount and items ordered! That's right, we've already set this up for you, so you don't need to hire developers or to figure it out yourself!

Google Analytics for Restaurants ecommerce report
Google Analytics for Restaurants ecommerce report

The eCommerce data is super useful for understanding how your website and marketing efforts lead to sales of certain menu items, and the amount of transactions in general.

Learn more about all the amazing features of eHungry's affordable and easy-to-use software, and start growing your restaurant business today!

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