7 ways to get more fromGoogle AnalyticsIan Miller, Search Director@millerian
Hello                                                  @millerian•   Ian Miller, Search Director at Crafted•   Google Anal...
So what is Analytics?                                       http://www.flickr.com/photos/pasukaru76         crafted.co.uk ...
Not quite            crafted.co.uk @craftedmedia
What it comes down to                                      http://www.flickr.com/photos/marfis75/        crafted.co.uk @cr...
What can analytics tell me?         crafted.co.uk @craftedmedia
Who’s interested?Executives can learn•   Which marketing initiatives are most effective•   Accurate website traffic patter...
Basic layout         crafted.co.uk @craftedmedia
Lies, damned lies and statisticsBe careful out there•   Analytics can be very powerful, it can also be wrong•   Trust data...
7 ways toget more fromGoogle Analytics     crafted.co.uk @craftedmedia
1   2   3   4   5   6   7Advanced SegmentsCarve up your data so it tells you more•   Segment traffic based on criteria•   ...
1   2   3   4   5   6   7Advanced SegmentsCarve up your data so it tells you more•   Segment traffic based on criteria•   ...
1   2   3   4   5   6   7Advanced Segments        crafted.co.uk @craftedmedia
1   2   3   4   5   6   7Advanced Segments        crafted.co.uk @craftedmedia
1   2   3   4   5   6   7Advanced SegmentsDefault segments•   All Visits•   New Visitors•   Returning Visitors•   Paid Sea...
1   2   3   4   5   6   7Advanced SegmentsDefault segments                               Custom segments•   All Visits•   ...
1   2   3   4   5   6   7Custom DashboardsDefine and create•   Who needs to know what?•   What’s the most useful “at a gla...
1     2     3      4   5   6   7Custom DashboardsHow to create a dashboard1. Select the report you’d like to include    3....
1   2   3   4   5   6   7Custom Dashboards        crafted.co.uk @craftedmedia
1   2   3   4   5   6   7Custom DashboardsMake it your own•   Enter filters and refine                crafted.co.uk @craft...
1   2   3   4   5   6   7Custom DashboardsShare it•   Whether automatically or ad-hoc, save time!               crafted.co...
1     2       3     4   5   6   7Link to Webmaster ToolsWhy are we getting traffic?•   Linking gives additional informatio...
1     2       3   4   5   6   7Link to Webmaster ToolsHow to create the link1. Click the SEO section                     3...
1   2   3   4   5   6   7Link to Webmaster ToolsWhat does it look like?            crafted.co.uk @craftedmedia
1     2      3   4   5   6   7Link to Webmaster ToolsWhat can I use it for?•   The data is aggregated, for better or worse...
1   2   3   4   5   6   7Real time dataSee what’s happening on your site right now•   Monitor launches•   Social media sto...
1   2   3   4   5   6   7Real time data         crafted.co.uk @craftedmedia
1   2   3   4   5   6   7Real time dataWhat can you use it for?•   Immediate feedback•   Event monitoring•   Reacting to s...
1   2     3     4    5   6   7Custom reportingThe exact data you need•   Standard reports are limited to the default views...
1   2   3   4   5   6   7Custom reportingMetricsDimensions             crafted.co.uk @craftedmedia
1   2     3        4   5   6   7Custom reporting     Metrics - numbers                      Dimensions - attributes     Vi...
1   2   3   4   5   6   7Custom reporting         crafted.co.uk @craftedmedia
1   2   3   4   5   6   7Custom reporting         crafted.co.uk @craftedmedia
1   2   3   4   5   6   7Custom reporting         crafted.co.uk @craftedmedia
1   2   3   4   5   6   7Custom reporting         crafted.co.uk @craftedmedia
1     2     3     4   5   6   7Custom reportingWhat can I use it for?•   Create common reports you need often, as well as ...
1     2   3   4   5   6   7Export to ExcelWhat’s the benefit?•   Analytics is poor a manipulating data•   You can’t group ...
1   2   3   4   5   6   7Export to ExcelDefine your data•   Choose your report view•   Apply custom segments•   Filter if ...
1       2      3      4      5       6      7Export to ExcelNumber of rows•   Default view is 10 rows•   25, 50, 100, 250,...
1   2   3   4   5   6   7Export to ExcelWhat can I use it for?•   Getting smarter with data•   Combining sources and contr...
1         2   3   4   5   6   7Create Intelligence AlertsGet notified of changes on your site•   Automatic reporting of me...
1     2    3     4     5   6   7Create Intelligence AlertsHow to set them up1. Click the Intelligence events section      ...
1   2   3   4   5   6   7Create Intelligence AlertsWhat can I use it for?•   Auto reporting of sales trends•   Monitor enq...
7 ways toget more fromGoogle AnalyticsTomorrow     crafted.co.uk @craftedmedia
Recap1. Use advanced segments2. Create custom dashboards3. Link with Webmaster Tools for more data4. Know real time report...
Thank you for listening                          Ian Miller                          Search Director                      ...
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Google analytics cim ipswich bootcamp 15 nov12

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Google Analytics presentation by Ian Miller, Crafted at CIM Digital Marketing Bootcamp, 15 November Ipswich

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Google analytics cim ipswich bootcamp 15 nov12

  1. 1. 7 ways to get more fromGoogle AnalyticsIan Miller, Search Director@millerian
  2. 2. Hello @millerian• Ian Miller, Search Director at Crafted• Google Analytics Qualified Individual• Full service digital agency with a team of 40+• Dedicated search team spanning organic SEO, paid media, analytics, social, copy• Clients across a wide range of industries crafted.co.uk @craftedmedia
  3. 3. So what is Analytics? http://www.flickr.com/photos/pasukaru76 crafted.co.uk @craftedmedia
  4. 4. Not quite crafted.co.uk @craftedmedia
  5. 5. What it comes down to http://www.flickr.com/photos/marfis75/ crafted.co.uk @craftedmedia
  6. 6. What can analytics tell me? crafted.co.uk @craftedmedia
  7. 7. Who’s interested?Executives can learn• Which marketing initiatives are most effective• Accurate website traffic patterns/trends• Which customer and customer segments are most valuableMarketing professionals can learn• Where visitors come from and what do they do on the site• How can the website convert more visitors into customers• Which keywords resonate with prospects and lead to conversions• Which online ad or creative is the most effectiveContent & developers can learn• Where people leave the site• Which pages retain visitors the longest• What search terms people use to find the site crafted.co.uk @craftedmedia
  8. 8. Basic layout crafted.co.uk @craftedmedia
  9. 9. Lies, damned lies and statisticsBe careful out there• Analytics can be very powerful, it can also be wrong• Trust data you can prove, then scale up – not the reverse• Look for comparisons rather than absolute data• Sample size matters crafted.co.uk @craftedmedia
  10. 10. 7 ways toget more fromGoogle Analytics crafted.co.uk @craftedmedia
  11. 11. 1 2 3 4 5 6 7Advanced SegmentsCarve up your data so it tells you more• Segment traffic based on criteria• Applied to the current view• Easily edited and applied• Multiple segments can be viewed together• Extremely powerful crafted.co.uk @craftedmedia
  12. 12. 1 2 3 4 5 6 7Advanced SegmentsCarve up your data so it tells you more• Segment traffic based on criteria• Applied to the current view• Easily edited and applied• Multiple segments can be viewed together• Extremely powerful crafted.co.uk @craftedmedia
  13. 13. 1 2 3 4 5 6 7Advanced Segments crafted.co.uk @craftedmedia
  14. 14. 1 2 3 4 5 6 7Advanced Segments crafted.co.uk @craftedmedia
  15. 15. 1 2 3 4 5 6 7Advanced SegmentsDefault segments• All Visits• New Visitors• Returning Visitors• Paid Search Traffic• Non-paid Search Traffic• Search Traffic• Direct Traffic• Referral Traffic• Visits with Conversions• Visits with Transactions• Mobile Traffic• Non-bounce Visits crafted.co.uk @craftedmedia
  16. 16. 1 2 3 4 5 6 7Advanced SegmentsDefault segments Custom segments• All Visits• New Visitors• Returning Visitors• Paid Search Traffic• Non-paid Search Traffic• Search Traffic• Direct Traffic• Referral Traffic• Visits with Conversions• Visits with Transactions• Mobile Traffic• Non-bounce Visits crafted.co.uk @craftedmedia
  17. 17. 1 2 3 4 5 6 7Custom DashboardsDefine and create• Who needs to know what?• What’s the most useful “at a glance” data?• How can it make your life easier?• What are the repeat requests? crafted.co.uk @craftedmedia
  18. 18. 1 2 3 4 5 6 7Custom DashboardsHow to create a dashboard1. Select the report you’d like to include 3. Select dashboard2. Click “add to dashboard crafted.co.uk @craftedmedia
  19. 19. 1 2 3 4 5 6 7Custom Dashboards crafted.co.uk @craftedmedia
  20. 20. 1 2 3 4 5 6 7Custom DashboardsMake it your own• Enter filters and refine crafted.co.uk @craftedmedia
  21. 21. 1 2 3 4 5 6 7Custom DashboardsShare it• Whether automatically or ad-hoc, save time! crafted.co.uk @craftedmedia
  22. 22. 1 2 3 4 5 6 7Link to Webmaster ToolsWhy are we getting traffic?• Linking gives additional information: – Queries users typed to reach your site – Number of impressions of your websites URLs in search results pages – The number of clicks on your websites URLs from search results pages – The ratio of clicks to impressions for your websites URLs – The average position of your websites URLs in search listings – The pages visitors landed on when clicking on search results listing your site crafted.co.uk @craftedmedia
  23. 23. 1 2 3 4 5 6 7Link to Webmaster ToolsHow to create the link1. Click the SEO section 3. Click “Edit”2. Presented with this message 4. Select property crafted.co.uk @craftedmedia
  24. 24. 1 2 3 4 5 6 7Link to Webmaster ToolsWhat does it look like? crafted.co.uk @craftedmedia
  25. 25. 1 2 3 4 5 6 7Link to Webmaster ToolsWhat can I use it for?• The data is aggregated, for better or worse• It serves as a useful overview, but don’t sweat the details• Identify trends• Gives you an indication of search volumes & demand• Consider click through rate – are you relevant & enticing? crafted.co.uk @craftedmedia
  26. 26. 1 2 3 4 5 6 7Real time dataSee what’s happening on your site right now• Monitor launches• Social media stories• Impact of instance advertising such as TV• Response to direct marketing emails• Partnerships and mentions• PR and news activity crafted.co.uk @craftedmedia
  27. 27. 1 2 3 4 5 6 7Real time data crafted.co.uk @craftedmedia
  28. 28. 1 2 3 4 5 6 7Real time dataWhat can you use it for?• Immediate feedback• Event monitoring• Reacting to site changes• Identifying trends during the day• Data can be surprising• Don’t be alarmed if numbers are low crafted.co.uk @craftedmedia
  29. 29. 1 2 3 4 5 6 7Custom reportingThe exact data you need• Standard reports are limited to the default views – Can’t combine metrics• Custom reporting is like your own Analytics, make it what you want• The reports can then shared and included in a dashboard crafted.co.uk @craftedmedia
  30. 30. 1 2 3 4 5 6 7Custom reportingMetricsDimensions crafted.co.uk @craftedmedia
  31. 31. 1 2 3 4 5 6 7Custom reporting Metrics - numbers Dimensions - attributes Visits Landing page Pageviews Keyword Goal completion rate % Browser Revenue Source Bounce rate % Medium Average time on site City crafted.co.uk @craftedmedia
  32. 32. 1 2 3 4 5 6 7Custom reporting crafted.co.uk @craftedmedia
  33. 33. 1 2 3 4 5 6 7Custom reporting crafted.co.uk @craftedmedia
  34. 34. 1 2 3 4 5 6 7Custom reporting crafted.co.uk @craftedmedia
  35. 35. 1 2 3 4 5 6 7Custom reporting crafted.co.uk @craftedmedia
  36. 36. 1 2 3 4 5 6 7Custom reportingWhat can I use it for?• Create common reports you need often, as well as new insight• The power is often in drilling down – Group landing page with referrer – City to keyword• http://crftd.md/customreporting• http://www.customreportsharing.com/ crafted.co.uk @craftedmedia
  37. 37. 1 2 3 4 5 6 7Export to ExcelWhat’s the benefit?• Analytics is poor a manipulating data• You can’t group things very easily within Analytics• Difficult to combine reports, especially across domains• Metrics are broadly limited to totals• Faster, much faster crafted.co.uk @craftedmedia
  38. 38. 1 2 3 4 5 6 7Export to ExcelDefine your data• Choose your report view• Apply custom segments• Filter if required crafted.co.uk @craftedmedia
  39. 39. 1 2 3 4 5 6 7Export to ExcelNumber of rows• Default view is 10 rows• 25, 50, 100, 250, 500 available via dropdown• Hack the URL for more rows 1. Change view to >10 2. Look for the number at the end of the URLhttps://www.google.com/analytics/web/#report/trafficsources-all-traffic/a431143w710102p685592/%3Fexplorer-table.rowStart%3D0%26explorer-table.rowCount%3D25/https://www.google.com/analytics/web/#report/trafficsources-all-traffic/a431143w710102p685592/%3Fexplorer-table.rowStart%3D0%26explorer-table.rowCount%3D3000/ crafted.co.uk @craftedmedia
  40. 40. 1 2 3 4 5 6 7Export to ExcelWhat can I use it for?• Getting smarter with data• Combining sources and controlling• Board reporting• Pivot tables can be incredibly powerful crafted.co.uk @craftedmedia
  41. 41. 1 2 3 4 5 6 7Create Intelligence AlertsGet notified of changes on your site• Automatic reporting of metrics• Early visibility of issues• Monitor site behaviour, especially after code changes• Option to have alerts emailed to you crafted.co.uk @craftedmedia
  42. 42. 1 2 3 4 5 6 7Create Intelligence AlertsHow to set them up1. Click the Intelligence events section 2. Manage custom alerts crafted.co.uk @craftedmedia
  43. 43. 1 2 3 4 5 6 7Create Intelligence AlertsWhat can I use it for?• Auto reporting of sales trends• Monitor enquiry volumes• Site changes – good or bad?• Traffic monitoring• Beware of becoming blind to them crafted.co.uk @craftedmedia
  44. 44. 7 ways toget more fromGoogle AnalyticsTomorrow crafted.co.uk @craftedmedia
  45. 45. Recap1. Use advanced segments2. Create custom dashboards3. Link with Webmaster Tools for more data4. Know real time reporting5. Set up custom reports for the data you need6. Export data to Excel to manipulate it quickly7. Automatic alerts of changes to site behaviour crafted.co.uk @craftedmedia
  46. 46. Thank you for listening Ian Miller Search Director ian.miller@crafted.co.uk Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T. +44 (0) 1473 213222 E. hello@crafted.co.uk www.crafted.co.uk
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