London | 20–24 Feb, 2012 | #seslondon      Google Analytics BasicsImplementation & Analysis Strategies                    ...
London | 20–24 Feb, 2012 | #seslondon                  Analytics Ninja LLC• Founded 2010, after managing PPC and Analytics...
London | 20–24 Feb, 2012 | #seslondon                         Implementation & AnalysisImplementation:                    ...
London | 20–24 Feb, 2012 | #seslondon                       BEFORE Implementation  • What are your goals as               ...
London | 20–24 Feb, 2012 | #seslondon                       BEFORE Implementation C/Ohttp://www.analyticspros.com/blog/goo...
London | 20–24 Feb, 2012 | #seslondon                Implementation• Most powerful implementations are with  features that...
London | 20–24 Feb, 2012 | #seslondon                            BEFORE Analysis                           Know your A B C...
London | 20–24 Feb, 2012 | #seslondon           Know what you’re looking at…• Hits              • Hits = Data sent to the ...
London | 20–24 Feb, 2012 | #seslondon      21% – 39% of “Unique Visitors” are not unique**                                ...
London | 20–24 Feb, 2012 | #seslondon      Hits, Visits, Visitors…??? Who cares?Real Case:A client engaged a (fairly expen...
London | 20–24 Feb, 2012 | #seslondonHits, Visits, Visitors…??? Who cares?                                                ...
London | 20–24 Feb, 2012 | #seslondonHits, Visits, Visitors…??? Who cares?                                                ...
London | 20–24 Feb, 2012 | #seslondonHits, Visits, Visitors…??? Who cares?                                                ...
London | 20–24 Feb, 2012 | #seslondonThe answer…                                     @analyticsninja
London | 20–24 Feb, 2012 | #seslondon                    Goals• Goals are things youwant someone to do onyour website.• Us...
London | 20–24 Feb, 2012 | #seslondon                    GoalsThe simplest type of goal is a pageview.This means that a vi...
London | 20–24 Feb, 2012 | #seslondon                   FunnelsAlways try to set up a funnel –the steps that a person comm...
London | 20–24 Feb, 2012 | #seslondonHow to set up a funnel              • 1st, Learn some Basic                RegEx (rea...
London | 20–24 Feb, 2012 | #seslondon                     Required Reading!http://www.lunametrics.com/regex-book/Regular-E...
London | 20–24 Feb, 2012 | #seslondon      Funnel   Visualization      ReportExit is from furthest place  reached in the f...
London | 20–24 Feb, 2012 | #seslondonBetter than Funnel Visualization                                             @analyti...
London | 20–24 Feb, 2012 | #seslondonAlso Better Than GA Funnel Visualization                                             ...
London | 20–24 Feb, 2012 | #seslondon                     Funnel Segmentation  Horizontal FunnelsAllow us to compare funne...
London | 20–24 Feb, 2012 | #seslondon  Micro Conversions / Other Goals• Steps along the conversion path such as view  of c...
London | 20–24 Feb, 2012 | #seslondon        Why engagement goals matterLower than Avg.Ecommerce RateHigher than Avg.User ...
London | 20–24 Feb, 2012 | #seslondonHow to set up Page Depth & Time on Site Goals                                        ...
London | 20–24 Feb, 2012 | #seslondonHow to choose Page Depth & Time on Site Goals
London | 20–24 Feb, 2012 | #seslondonHow to choose Page Depth & Time on Site Goals                                        ...
London | 20–24 Feb, 2012 | #seslondonSegmentation                                      @analyticsninja
London | 20–24 Feb, 2012 | #seslondonGoal & Funnel Segmentation                                             @analyticsninja
London | 20–24 Feb, 2012 | #seslondonGoal & Funnel Segmentation - BROWSER                                                 ...
London | 20–24 Feb, 2012 | #seslondonGoal & Funnel Segmentation – Screen Resolution                                       ...
London | 20–24 Feb, 2012 | #seslondon            Goal & Funnels – Review•   Category Pages•   Product Pages•   Page Depth ...
London | 20–24 Feb, 2012 | #seslondon          Segmentation Basics – Review• Segment by each of bullet points on previous ...
London | 20–24 Feb, 2012 | #seslondon         Additional “Must Have” Segments•    Bounced visits                •   Social...
London | 20–24 Feb, 2012 | #seslondonChallenge - Pan Session Analysis                                             @analyti...
London | 20–24 Feb, 2012 | #seslondonPan Session Analysis                                       @analyticsninja
London | 20–24 Feb, 2012 | #seslondonPan Session Analysis                                       @analyticsninja
London | 20–24 Feb, 2012 | #seslondonUse Multi Channel Funnels                                         @analyticsninja
London | 20–24 Feb, 2012 | #seslondonUse Multi Channel Funnels                                         @analyticsninja
London | 20–24 Feb, 2012 | #seslondonPut them together                                     @analyticsninja
London | 20–24 Feb, 2012 | #seslondonMulti-touch Attribution Examples                                            @analytic...
London | 20–24 Feb, 2012 | #seslondonOne of my favorite Conversion Segments                                               ...
London | 20–24 Feb, 2012 | #seslondonOne of my favorite Conversion Segments                                               ...
London | 20–24 Feb, 2012 | #seslondonBranded vs. Non-Branded Keywords                                           @analytics...
London | 20–24 Feb, 2012 | #seslondonBranded vs. Non-Branded Keywords                                             @analyti...
London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords                                        @analyticsninja
London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords                                        @analyticsninja
London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords                                        @analyticsninja
London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords                                        @analyticsninja
London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords                                        @analyticsninja
London | 20–24 Feb, 2012 | #seslondon                  Multi-touch Attributionhttp://www.analytics-ninja.com/blog/2011/02/...
London | 20–24 Feb, 2012 | #seslondonSegment = Last Touch Branded                                          @analyticsninja
London | 20–24 Feb, 2012 | #seslondon      A Note about Direct Traffic• Direct Traffic in Multi Channel Funnels is  treate...
London | 20–24 Feb, 2012 | #seslondon                       @analyticsninja
London | 20–24 Feb, 2012 | #seslondonA few common mistakes                                      @analyticsninja
London | 20–24 Feb, 2012 | #seslondonSelf Referrals                 Indicative of a problem                 with subdomain...
London | 20–24 Feb, 2012 | #seslondon                       @analyticsninja
London | 20–24 Feb, 2012 | #seslondonA bounce is a visit with a single hit                                                ...
London | 20–24 Feb, 2012 | #seslondonA bounce is a visit with a single hit                                                ...
London | 20–24 Feb, 2012 | #seslondonBounce Rate – Implementation Problem                                               @t...
London | 20–24 Feb, 2012 | #seslondon              Use Intelligence Events / Alerts • Quickly identify problems         • ...
London | 20–24 Feb, 2012 | #seslondon“Bounce Rate means I came, I puked, I left”                                  -Avinash...
London | 20–24 Feb, 2012 | #seslondon“Bounce Rate means I came, I puked, I left”                              -Avinash Kau...
London | 20–24 Feb, 2012 | #seslondon                       @twitterhandle
London | 20–24 Feb, 2012 | #seslondon          Track Scrolling Behavior• Thomas Baekdal (w/ Eivind Savio making it GA frie...
London | 20–24 Feb, 2012 | #seslondon       Why do I have a high bounce rate            but a low exit rate?• All bounces ...
London | 20–24 Feb, 2012 | #seslondonBounce Rate is about LANDING PAGES.                                              @ an...
London | 20–24 Feb, 2012 | #seslondon                  Summary & Takeaways• Read (and do) Caleb                    • Creat...
London | 20–24 Feb, 2012 | #seslondon            Summary & Takeaways• Use Frequency and         • A super low (or super  R...
London | 20–24 Feb, 2012 | #seslondon             Contact InfoYehoshua Corenninja@analytics-ninja.comTwitter: @analyticsni...
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Google Analytics Implementation and Analysis Strategies - SES London 2012

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Presentation at SES London 2012 for Kick Start track about creating a framework for digital measurement and analysis centered around microconversions and funnel segmentation. Additional points include common mistakes people make with Google Analytics.

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  • Implementation and Analysis complement each other. Good implementations lead to good analysis. Otherwise, GIGO.What does it mean? T-shirt available at http://shirtsays.com/funny-shirts/what-does-it-mean-shirt
  • Dimensions are the attributes of your visitors and the visits they create.Metrics are the actual data collected.http://cutroni.com/blog/2011/03/28/understanding-google-analytics-custom-reports/
  • Google Analytics Implementation and Analysis Strategies - SES London 2012

    1. 1. London | 20–24 Feb, 2012 | #seslondon Google Analytics BasicsImplementation & Analysis Strategies @analyticsninja
    2. 2. London | 20–24 Feb, 2012 | #seslondon Analytics Ninja LLC• Founded 2010, after managing PPC and Analytics in house for B2C and B2B companies.• Speaker at SphinnCon, SMX, and will be participating on the Web Analytics round-table discussion later today.• Company focus is an advanced implementations that are closely aligned with client’s business goals, we lead to robust, actionable analysis.• I love web analytics and would love to turn every internet marketer into an analytics ninja. @analyticsninja
    3. 3. London | 20–24 Feb, 2012 | #seslondon Implementation & AnalysisImplementation: Analysis:• Data Collection – What • Measurement of inbound are you tracking? marketing– SEO, PPC, Social• Data Quality – is it • Actionable items – doing accurate? something with the data @twitterhandle
    4. 4. London | 20–24 Feb, 2012 | #seslondon BEFORE Implementation • What are your goals as • Write down your company? questions • How do those relate to • Brainstorm what data the internet? would be useful • How would you • If you can conceive a measure that with GA? question, you can probably track it and answer it in GA.http://www.analyticspros.com/blog/google- @analyticsninjaanalytics/web-analytics-planning-model/
    5. 5. London | 20–24 Feb, 2012 | #seslondon BEFORE Implementation C/Ohttp://www.analyticspros.com/blog/google- @analyticsninjaanalytics/web-analytics-planning-model/
    6. 6. London | 20–24 Feb, 2012 | #seslondon Implementation• Most powerful implementations are with features that are not “out-the-box” in GA. Event Tracking and Custom Variables. i.e. These require more advanced coding.• Since this presentation is geared as in introduction, focus is goal implementation and analysis techniques that can be done, for the most part, “out of the box.” @analyticsninja
    7. 7. London | 20–24 Feb, 2012 | #seslondon BEFORE Analysis Know your A B C’s Justin Cutroni Avinash Kaushik • Acquisition • Behavior • Outcomes http://cutroni.com/blog/2012/02/09/ http://www.kaushik.net/avinash/digital- pimping-out-google-analytics-for- marketing-and-measurement-model/ ecommerce-websites/Acquisition Behavior Conversions @analyticsninja
    8. 8. London | 20–24 Feb, 2012 | #seslondon Know what you’re looking at…• Hits • Hits = Data sent to the GA servers. Usually pageviews or events.• Visits • Visits = A session. Ends after 30 minutes of inactivity or returning to site via new source.• Unique Visitors • Unique Visitors = Persistent Cookies in a Web Browser• People • People = Difficult to truly measure. @analyticsninja
    9. 9. London | 20–24 Feb, 2012 | #seslondon 21% – 39% of “Unique Visitors” are not unique** **not a scientific study.http://www.analytics-ninja.com/blog/2011/12/how-unique-are-unique-visitors-in-google-analytics.html @analyticsninja
    10. 10. London | 20–24 Feb, 2012 | #seslondon Hits, Visits, Visitors…??? Who cares?Real Case:A client engaged a (fairly expensive) 3rd partyconversion rate optimization company. Clientwanted to know their baseline conversion ratebefore testing variations of their product pagetemplate. This is the report they got….. @analyticsninja
    11. 11. London | 20–24 Feb, 2012 | #seslondonHits, Visits, Visitors…??? Who cares? @analyticsninja
    12. 12. London | 20–24 Feb, 2012 | #seslondonHits, Visits, Visitors…??? Who cares? @analyticsninja
    13. 13. London | 20–24 Feb, 2012 | #seslondonHits, Visits, Visitors…??? Who cares? @analyticsninja
    14. 14. London | 20–24 Feb, 2012 | #seslondonThe answer… @analyticsninja
    15. 15. London | 20–24 Feb, 2012 | #seslondon Goals• Goals are things youwant someone to do onyour website.• Usually a sale, leadgeneration formsubmission, newsletter signup, or the like.Helps answer question posed during planning stage,“how do I measure impact on my business?” @analyticsninja
    16. 16. London | 20–24 Feb, 2012 | #seslondon GoalsThe simplest type of goal is a pageview.This means that a visitor viewed a particularpage, most commonly the “thank you” page ofsome sort of lead generation form or onlinecheckout.This is known as a macro-conversion @analyticsninja
    17. 17. London | 20–24 Feb, 2012 | #seslondon FunnelsAlways try to set up a funnel –the steps that a person commonlygoes through to complete the goal(again, think online checkout).Funnels currently only work withpageviews. @analyticsninja
    18. 18. London | 20–24 Feb, 2012 | #seslondonHow to set up a funnel • 1st, Learn some Basic RegEx (really) • Choose URL Destination • Goal URL is the url that each step in the funnel is leading up to. • Don’t include the Goal URL in your funnel steps • Include a goal value in most cases. @analyticsninja
    19. 19. London | 20–24 Feb, 2012 | #seslondon Required Reading!http://www.lunametrics.com/regex-book/Regular-Expressions-Google-Analytics.pdf @analyticsninja
    20. 20. London | 20–24 Feb, 2012 | #seslondon Funnel Visualization ReportExit is from furthest place reached in the funnel @analyticsninja
    21. 21. London | 20–24 Feb, 2012 | #seslondonBetter than Funnel Visualization @analyticsninja
    22. 22. London | 20–24 Feb, 2012 | #seslondonAlso Better Than GA Funnel Visualization @analyticsninja
    23. 23. London | 20–24 Feb, 2012 | #seslondon Funnel Segmentation Horizontal FunnelsAllow us to compare funnel completionacross inbound channels http://www.lunametrics.com/blog/2010/06/04/segment- goal-funnel-google-analytics/ @analyticsninja
    24. 24. London | 20–24 Feb, 2012 | #seslondon Micro Conversions / Other Goals• Steps along the conversion path such as view of category page, product page, add to cart.• Engagement Metrics such as Page Depth or Time on Site• Touch points such as newsletter signups, free site registrations, live chats, whitepaper downloads, contact us page. @analyticsninja
    25. 25. London | 20–24 Feb, 2012 | #seslondon Why engagement goals matterLower than Avg.Ecommerce RateHigher than Avg.User Engagement @analyticsninja
    26. 26. London | 20–24 Feb, 2012 | #seslondonHow to set up Page Depth & Time on Site Goals @analyticsninja
    27. 27. London | 20–24 Feb, 2012 | #seslondonHow to choose Page Depth & Time on Site Goals
    28. 28. London | 20–24 Feb, 2012 | #seslondonHow to choose Page Depth & Time on Site Goals @analyticsninja
    29. 29. London | 20–24 Feb, 2012 | #seslondonSegmentation @analyticsninja
    30. 30. London | 20–24 Feb, 2012 | #seslondonGoal & Funnel Segmentation @analyticsninja
    31. 31. London | 20–24 Feb, 2012 | #seslondonGoal & Funnel Segmentation - BROWSER @analyticsninja
    32. 32. London | 20–24 Feb, 2012 | #seslondonGoal & Funnel Segmentation – Screen Resolution @analyticsninja
    33. 33. London | 20–24 Feb, 2012 | #seslondon Goal & Funnels – Review• Category Pages• Product Pages• Page Depth greater than X• Time on Site greater than X• Each checkout step (for ecommerce)• Other touch points (contact us forms, newsletter signups, live chat, downloads). @analyticsninja
    34. 34. London | 20–24 Feb, 2012 | #seslondon Segmentation Basics – Review• Segment by each of bullet points on previous slide• Browser (identify browser compatibility issues)• Screen Resolution (not all of your prospects have that beautiful 27” screen you have). @analyticsninja
    35. 35. London | 20–24 Feb, 2012 | #seslondon Additional “Must Have” Segments• Bounced visits • Social Media• Site Search • No Site Search & 4+ pages• Branded Keywords • Non Branded Keywords• Mobile devices • Non-Mobile• New Visitors • Returning Visitors Example: Screen Resolution issues may matter a lot less to your returning visitors than to your new visitors @analyticsninja
    36. 36. London | 20–24 Feb, 2012 | #seslondonChallenge - Pan Session Analysis @analyticsninja
    37. 37. London | 20–24 Feb, 2012 | #seslondonPan Session Analysis @analyticsninja
    38. 38. London | 20–24 Feb, 2012 | #seslondonPan Session Analysis @analyticsninja
    39. 39. London | 20–24 Feb, 2012 | #seslondonUse Multi Channel Funnels @analyticsninja
    40. 40. London | 20–24 Feb, 2012 | #seslondonUse Multi Channel Funnels @analyticsninja
    41. 41. London | 20–24 Feb, 2012 | #seslondonPut them together @analyticsninja
    42. 42. London | 20–24 Feb, 2012 | #seslondonMulti-touch Attribution Examples @analyticsninja
    43. 43. London | 20–24 Feb, 2012 | #seslondonOne of my favorite Conversion Segments @analyticsninja
    44. 44. London | 20–24 Feb, 2012 | #seslondonOne of my favorite Conversion Segments @analyticsninja
    45. 45. London | 20–24 Feb, 2012 | #seslondonBranded vs. Non-Branded Keywords @analyticsninja
    46. 46. London | 20–24 Feb, 2012 | #seslondonBranded vs. Non-Branded Keywords @analyticsninja
    47. 47. London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords @analyticsninja
    48. 48. London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords @analyticsninja
    49. 49. London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords @analyticsninja
    50. 50. London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords @analyticsninja
    51. 51. London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords @analyticsninja
    52. 52. London | 20–24 Feb, 2012 | #seslondon Multi-touch Attributionhttp://www.analytics-ninja.com/blog/2011/02/multi-touch-attribution-with-google-analytics.html @analyticsninja
    53. 53. London | 20–24 Feb, 2012 | #seslondonSegment = Last Touch Branded @analyticsninja
    54. 54. London | 20–24 Feb, 2012 | #seslondon A Note about Direct Traffic• Direct Traffic in Multi Channel Funnels is treated differently than in standard reports. (thanks @adrianvender)• In standard reports, the last campaign touch will remain the source of traffic for 6 months (by default)• In Multi Channel Funnels, any “direct visit” will be counted as direct. @analyticsninja
    55. 55. London | 20–24 Feb, 2012 | #seslondon @analyticsninja
    56. 56. London | 20–24 Feb, 2012 | #seslondonA few common mistakes @analyticsninja
    57. 57. London | 20–24 Feb, 2012 | #seslondonSelf Referrals Indicative of a problem with subdomains or with cross-domain tracking. @analyticsninja
    58. 58. London | 20–24 Feb, 2012 | #seslondon @analyticsninja
    59. 59. London | 20–24 Feb, 2012 | #seslondonA bounce is a visit with a single hit @analyticsninja
    60. 60. London | 20–24 Feb, 2012 | #seslondonA bounce is a visit with a single hit @analyticsninja
    61. 61. London | 20–24 Feb, 2012 | #seslondonBounce Rate – Implementation Problem @twitterhandle
    62. 62. London | 20–24 Feb, 2012 | #seslondon Use Intelligence Events / Alerts • Quickly identify problems • Programmers can make mistakes that impact analyticshttp://cutroni.com/blog/2012/01/04/save-your-ass-with-google-analytics-data-alerts/ @ analyticsninja
    63. 63. London | 20–24 Feb, 2012 | #seslondon“Bounce Rate means I came, I puked, I left” -Avinash Kaushik• This is true most of the time.• With the exception of content sites and blogs, bounce rate should be the first place you go to identify problems with your landing pages.• Problems = relevancy issues (examine keywords driving traffic)• Problems = design issues (is your site scaring people away?) @ analyticsninja
    64. 64. London | 20–24 Feb, 2012 | #seslondon“Bounce Rate means I came, I puked, I left” -Avinash Kaushik @ analyticsninja
    65. 65. London | 20–24 Feb, 2012 | #seslondon @twitterhandle
    66. 66. London | 20–24 Feb, 2012 | #seslondon Track Scrolling Behavior• Thomas Baekdal (w/ Eivind Savio making it GA friendly).http://www.savio.no/includes/script/page-scroll-reader.js• Eduardo Ceretohttps://github.com/eduardocereto/GA-Code-Samples/tree/master/src(also has great code for tracking embedded Youtube video plays) @ analyticsninja
    67. 67. London | 20–24 Feb, 2012 | #seslondon Why do I have a high bounce rate but a low exit rate?• All bounces are exits• Not all exits are bounces @ analyticsninja
    68. 68. London | 20–24 Feb, 2012 | #seslondonBounce Rate is about LANDING PAGES. @ analyticsninja
    69. 69. London | 20–24 Feb, 2012 | #seslondon Summary & Takeaways• Read (and do) Caleb • Create micro- Whitmore’s Web conversion goals as well Analytics Planning as goals for each macro- Process conversion funnel step• ABC’s – Acquisition, (horizontal funnels). Behavior, Conversions • SEGMENT by page• If your data looks depth, time on site, wrong, it probably is web browser type, (don’t apply visit metrics to pages) screen resolution,• Create at least one goal branded vs. non- with a funnel (macro- branded keywords. conversion) @ analyticsninja
    70. 70. London | 20–24 Feb, 2012 | #seslondon Summary & Takeaways• Use Frequency and • A super low (or super Recency Reports for Pan high) bounce rate Session Analysis means something is• Use Multi Channel probably broken. Funnels to provide • Analyze bounce rate in deeper insight into user context – make sure behavior as it relates to you’re looking at # of conversions. entrances.• Self-Referrals are • Bounce rate is about indicative of an landing pages. implementation problem. @ analyticsninja
    71. 71. London | 20–24 Feb, 2012 | #seslondon Contact InfoYehoshua Corenninja@analytics-ninja.comTwitter: @analyticsninjawww.analytics-ninja.com @ analyticsninja
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