使用 Google Big Query 构建基本漏斗

Question

我注意到有很多使用 Google BigQuery 的 Google Analytics 用户，但文档非常有限。是否可以帮助生成一个简单的渠道来显示访问过 /pageA 然后 /pageB 然后 /pageC 的用户

我见过很多不同的方法 - 我不清楚“正确”的方法是什么。

Answer 1

您可以先使用 array_concat_agg() 连接用户点击，然后根据新的用户范围表进行计算。当然，这在很大程度上取决于您选择的时间范围。

这里以来自 Google 的虚拟数据为例：

#standardSQL
WITH arrAgg AS (
  SELECT
    fullvisitorid,
    -- concatenate arrays over multiple sessions
    ARRAY_CONCAT_AGG(hits ORDER BY visitstarttime ASC) userHits
  FROM
    `google.com:analytics-bigquery.LondonCycleHelmet.ga_sessions_20130910`
  GROUP BY 1
)
, journey AS (
  SELECT 
    fullvisitorId,
    -- get a proper running index with combination of unnest and offset of aggregated hits array
    ARRAY( (SELECT AS STRUCT index+1 as hitNumber, page FROM UNNEST(userHits) WITH OFFSET AS index)) as hits
  FROM arrAgg
)

SELECT * FROM journey

当您运行它时，您可以看到新的“原材料”。在第一步中，我连接命中，在第二步中，我为页面建立一个适当的索引，并将 eerything 放回“命中”数组中。

您可以使用交叉连接并比较页面的步骤和顺序来构建您的用户旅程：

#standardSQL
WITH arrAgg AS (
  SELECT
    fullvisitorid,
    SUM(totals.visits) sessions,
    -- concatenate arrays over multiple sessions
    ARRAY_CONCAT_AGG(hits ORDER BY visitstarttime ASC) userHits
  FROM
    `google.com:analytics-bigquery.LondonCycleHelmet.ga_sessions_20130910`
  GROUP BY 1
)
, journey AS (
  SELECT 
    fullvisitorId,
    sessions,
    -- get a proper running index with combination of unnest and offset of aggregated hits array
    ARRAY( (SELECT AS STRUCT index+1 as hitNumber, page FROM UNNEST(userHits) WITH OFFSET AS index WHERE type='PAGE')) as hits
  FROM arrAgg
)
-- funnel: homepage: /, login: /login.html, basket: /basket.html, confirm: /confirm.html
SELECT 
  SUM(sessions) allSessions,
  COUNT(1) allUsers,
  -- check if any page was home page
  SUM( (SELECT IF( LOGICAL_OR(page.pagePath='/'), 1, 0) FROM j.hits) ) step1_home,
  -- cross join hits array with itself: combination of all pages with all pages: any of those combinations our two pages? came home before login?: if yes for any given amount add up 1
  SUM( (SELECT IF( LOGICAL_OR(a.page.pagePath='/' AND b.page.pagePath='/login.html' AND a.hitNumber < b.hitNumber) ,1, 0 ) FROM j.hits a CROSS JOIN j.hits b) ) step2_login,
  -- extend cross join principle to a third page
  SUM( (SELECT IF( LOGICAL_OR(
      a.page.pagePath='/' AND b.page.pagePath='/login.html' AND c.page.pagePath='/basket.html' AND
      a.hitNumber < b.hitNumber AND b.hitNumber < c.hitNumber 
      ) ,1, 0 ) FROM j.hits a CROSS JOIN j.hits b CROSS JOIN j.hits c) ) step3_basket,
  -- extend cross join principle to a fourth page
  SUM( (SELECT IF( LOGICAL_OR(
      a.page.pagePath='/' AND b.page.pagePath='/login.html' AND c.page.pagePath='/basket.html' AND d.page.pagePath='/confirm.html' AND
      a.hitNumber < b.hitNumber AND b.hitNumber < c.hitNumber AND c.hitNumber < d.hitNumber
      ) ,1, 0 ) FROM j.hits a CROSS JOIN j.hits b CROSS JOIN j.hits c CROSS JOIN j.hits d) ) step4_confirm
FROM journey j

由于所有操作都使用数组上的子查询进行操作，因此由于并行化，它应该可以很好地扩展。 请在使用前对其进行测试 - 我没有；）但它应该指向正确的方向。

Answer 2

在这里查看：https://online-behavior.com/analytics/funnel-analysis

或者，如果您想手动操作：

1. 选择所有登陆起始页的会话（记录最小点击数）
2. LEFT JOIN 并选择下一页上的所有会话，其中命中数大于起始页的命中数（匹配会话 ID）
3. 重复第 2 步，直到漏斗完成
4. 统计所有按页面名称分组的会话以进行汇总