Are some sources of traffic better in terms of people making requests?

[garethrees]

Q: Are some sources of traffic better in terms of people making requests?

[Explain how you will measure this]

Compare funnel conversion rates per incoming traffic channel

[What do we need to do to be able to take the measurements?]

• Ask Andreas if okay to set up goals in their GA
• Set up goals and funnels in GA
• Analyse sources of traffic to see if some produce more conversions (people making requests)

[Gemmamysoc]

Method:

Looked at 'Conversions' then 'Goals' then 'Overview' then 'Make an FOI request (Goal 1 Completions)' then 'Source/Medium'. Time period: March 2016 (when we set up goals) until 5 May 2016.

Results:

1. Source: Google/organic.
   Number of goal completions: 1,336
   % of goal completions: 51.40%
2. Source: (direct) / (none)
   Number of goal completions: 855
   % of goal completions: 32.90%
3. Source: t.co / referral (= Twitter)
   Number of goal completions: 115
   % of goal completions: 4.42%
4. Source: corporateeurope.org / referral
   Number of goal completions: 62
   % of goal completions: 2.39%
5. Source: duckduckgo.com / referral
   Number of goal completions: 29
   % of goal completions: 1.12%
6. Source: alaveteli.org / referral
   Number of goal completions: 19
   % of goal completions: 0.73%
7. Source: blog.asktheeu.org / referral
   Number of goal completions: 18
   % of goal completions: 0.69%
8. Source: citizengo.org / referral
   Number of goal completions: 18
   % of goal completions: 0.69%
9. Source: access-info.org / referral
   Number of goal completions: 15
   % of goal completions: 0.58%
10. Source: zeit.de / referral
    Number of goal completions: 15
    % of goal completions: 0.58%

[Gemmamysoc]

Can others confirm if this analysis is adequate? Or do we need to delve into this more?

[garethrees]

Looks good to me!

[crowbot]

The numbers don't look right here for AskTheEU - they're too high - there haven't been 1,336 FOI requests made in the last couple of months.

[garethrees]

Yeah, queried this with @Gemmamysoc (currently at lunch) on IRC after noticing the same and getting different results when following the process above.

[crowbot]

I think that it's possible to get closer to what we want to know from the 'Acquisition' section of GA if you go to 'Acquistion' then 'Overview' and set the 'Conversion' drop down to the goal you're interested in. You can see a table that shows you the percentage conversion rate by source. If you click 'To see all 4 Channels click here.', you see a version of the table that gives you absolute numbers of conversions and percentage conversion rates for each channel, which is what I think we want.

[crowbot]

Doing that, I see a conversion rate of 10.80% for 'social' and 1.06% for 'organic search', which at least initially, suggests that traffic from social sites is much more likely to result in requests being made.

[lizconlan]

Note to self - goals created 15/3