Website - meaningful measurement. Stats that matter workshop.

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Ammar Haider, web analyst, Periscopix

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Website - meaningful measurement. Stats that matter workshop.

  1. 1. ©Periscopix2014 www.periscopix.co.uk Meaningful measurement with Google Analytics
  2. 2. ©Periscopix2014 www.periscopix.co.uk Who we are? • Analytics (and PPC) agency
  3. 3. ©Periscopix2014 www.periscopix.co.uk Schedule MeasuringContent(no code) 1. Bounce Rates 2. Page titlecustom report 3.. Content grouping 4. Page value £ MeasuringContent(code) 1. Carousels / Ribbons 2. Other info, e.g. Author 3. Scroll tracking Other 1. Site search 2. Lead data capture 3. Alerts (conversions, visits, error pages) 4. Avg. visit duration vs. conversions.
  4. 4. ©Periscopix2014 www.periscopix.co.uk Assessing Bounce Rate • Two techniques:- – Weighted sort – Comparison bar chart
  5. 5. ©Periscopix2014 www.periscopix.co.uk Weighted sort • When needing to uncover problematic pages • GA will return a list of pages that are probably meaningless..
  6. 6. ©Periscopix2014 www.periscopix.co.uk Weighted sort • Apply a weighted sort to fix this..
  7. 7. ©Periscopix2014 www.periscopix.co.uk Weighted sort • Meaningful pages sorted by Bounce Rate
  8. 8. ©Periscopix2014 www.periscopix.co.uk Comparison bar chart • At a glance view of high volume, high Bounce Rate pages..
  9. 9. ©Periscopix2014 www.periscopix.co.uk Page title custom report • When URLs of pages are not in a readable format, use the ‘Page Title’ dimension
  10. 10. ©Periscopix2014 www.periscopix.co.uk Page title custom report
  11. 11. ©Periscopix2014 www.periscopix.co.uk Page title custom report
  12. 12. ©Periscopix2014 www.periscopix.co.uk Content groups • Group your pages by type and assess them aggregately..
  13. 13. ©Periscopix2014 www.periscopix.co.uk Content groups – set up
  14. 14. ©Periscopix2014 www.periscopix.co.uk Content groups – set up • Create groups using a simple filter
  15. 15. ©Periscopix2014 www.periscopix.co.uk Page value £ • Unlock this valuable metric by implementing Goal Value or Ecommerce tracking
  16. 16. ©Periscopix2014 www.periscopix.co.uk Page value £ • ‘Page Value’ gives you a monetary value for each of your pages. It tells you how much they drove users to conversions..
  17. 17. ©Periscopix2014 www.periscopix.co.uk Non-page load interactions • The standard “out-of-the-box” GA tracking will only track pages being loaded. • Everything else – interactions with widgets, clicks on outbound links, purchase data, etc. – won’t be tracked unless we implement extra tracking.
  18. 18. ©Periscopix2014 www.periscopix.co.uk Advanced content measurement
  19. 19. ©Periscopix2014 www.periscopix.co.uk Events • Allows for a more structured approach to tracking interactions. • You can define categories, actions, labels and values for each event. E.g. Category = Video Action = Play / Pause / Completed Label = “Video title” • Works by calling the _trackEvent() method, instructions here:- _trackEvent(category, action, opt_label, opt_value)
  20. 20. ©Periscopix2014 www.periscopix.co.uk Carousel tracking • Example: Guide Dogs Home page slider • Category = “Homepage carousel” • Action = Slide position • Label = Slide text
  21. 21. ©Periscopix2014 www.periscopix.co.uk Carousel tracking - position
  22. 22. ©Periscopix2014 www.periscopix.co.uk Carousel tracking – slide text Able to assess and optimise both positioning and text.
  23. 23. ©Periscopix2014 www.periscopix.co.uk Carousel tracking – slide text • Can we bring them both into one report? • Use Secondary dimensions
  24. 24. ©Periscopix2014 www.periscopix.co.uk Carousel tracking
  25. 25. ©Periscopix2014 www.periscopix.co.uk Carousel tracking • Plot rows on graph to get a view over time…
  26. 26. ©Periscopix2014 www.periscopix.co.uk Custom variables • Allow you to apply additional ‘labels’ to your visitors and pages. • Custom variables are name-value pairs e.g. ‘Logged in’ – ‘Yes’ / ‘No’. • They have 3 types / scopes:- i. Visitor ii. Page iii. Session
  27. 27. ©Periscopix2014 www.periscopix.co.uk Extra info for pages • When the info that GA offers for your content pages isn’t enough, use page level custom variables.. You could also use date or category.
  28. 28. ©Periscopix2014 www.periscopix.co.uk Scroll tracking using Events Category = ‘Scroll tracking’ Action = % of content, i.e. 25%,50%,75%,100% Label = Time (seconds)
  29. 29. ©Periscopix2014 www.periscopix.co.uk Scroll tracking using Events Click intothesevaluestodrill-down
  30. 30. ©Periscopix2014 www.periscopix.co.uk Scroll tracking using Events • Change the Primary dimension to page / page title to see the pages that were ‘read’ the most..
  31. 31. ©Periscopix2014 www.periscopix.co.uk Internal search • With the gradual disappearance of organic keyword data this remains one of the only areas where we can capture explicit user intent • Example Dashboard..
  32. 32. ©Periscopix2014 www.periscopix.co.uk Example dashboard
  33. 33. ©Periscopix2014 www.periscopix.co.uk Example dashboard
  34. 34. ©Periscopix2014 www.periscopix.co.uk Example dashboard
  35. 35. ©Periscopix2014 www.periscopix.co.uk Lead data capture • Example: asking for organisation name before allowing users to download a document. Category = ‘Access Resource’ Action = Organisation Label = Document title
  36. 36. ©Periscopix2014 www.periscopix.co.uk Lead data capture
  37. 37. ©Periscopix2014 www.periscopix.co.uk Time on site: What does good look like? • Common question: How do we know what’s working well. • Answer: Measure it against your own objectives. • Where the numbers converge with higher conversions, that’s what you should be aiming for.
  38. 38. ©Periscopix2014 www.periscopix.co.uk Alerts • Simple and tedious but vital to spotting site / tracking issues asap.
  39. 39. ©Periscopix2014 www.periscopix.co.uk Alerts • Examples include: • Zero visits in a day • Excessive error pages • Zero events • Zero conversions / donations
  40. 40. ©Periscopix2014 www.periscopix.co.uk Time on site: What does good look like?
  41. 41. ©Periscopix2014 www.periscopix.co.uk Do You Need Google Tag Manager? • Free, enterprise level tag management system. • Easy to use web interface. • Add marketing tags using validated templates. • Fire tags based on rules. • Publish and update tags in seconds. • Preview and test before publishing. • Version control with roll-back capability. • Multi-user support with multi-level access control.
  42. 42. ©Periscopix2014 www.periscopix.co.uk How Tag Manager Works Note:TheContainerSnippetdoesnotholdany tags itselfitmerelydefineswhichGTMcontainer shouldbereferenced
  43. 43. ©Periscopix2014 www.periscopix.co.uk Tag Manager Deployment Cycle • Site Structure • CurrentTags • Additional Tracking Audit • Account Creation • Container Creation • Access Control AccountSet Up • Container Tags • dataLayers • eCommerce Code • CreateMacros • Define Rules • Build Tags Configure • Preview and Debug • GA Debugger • Developer Tools Test • CreateVersions • Coordinate Switch • Monitor Deploy
  44. 44. ©Periscopix2014 www.periscopix.co.uk Advanced / Unified Segments
  45. 45. ©Periscopix2014 www.periscopix.co.uk Advanced Segments (Old) • Advanced Segments enabled us to look at data for a specified type of visit. Examples include: – Viewing the “Landing pages” report for PPC traffic – Viewing the “Top Events” report for mobile / tablet visits – Splitting data from all reports between Brand and Non-Brand traffic • These old Advanced Segments are ‘Visit-based’. • GA has many in-built advanced segments, including paid search traffic visits, tablet visits, mobile visits and non-bounce visits. We can also create our own custom advanced segments.
  46. 46. ©Periscopix2014 www.periscopix.co.uk Unified Segments (New) • Starting Mid-July 2013, Google started rolling out a completely the new ‘Unified Segments’ tool replacing the old Advanced Segmentation. • The traditional method of segmenting at Visit-level is still available. • Two new + exciting ways of segmenting were introduced:- – ‘User-level’ segmentation (instead of isolated behaviour, we can now look at ‘cumulative behaviour’, e.g. donation revenue / user) – ‘Sequence’ based segmentation (You can specify an order in which the actions occurred at visit / user level)
  47. 47. ©Periscopix2014 www.periscopix.co.uk ‘Visit’ and ‘User’ based segmentation • What do ‘Visit-based’ & ‘User-based’ mean? Individual‘Hits’ Multiple visits = One ‘User’ / ‘Visitor’ 2 4 3
  48. 48. ©Periscopix2014 www.periscopix.co.uk Advanced Segments – Where To Go • Narrow down the list of advanced segments using the tabs, or using the search box. • Click the checkbox next to the desired segment and click “Apply” to apply it. • Click “+ Create New Segment” to create your own custom segment. • Segment can be edited, copied shared or deleted by clicking the cog symbols on the right.
  49. 49. ©Periscopix2014 www.periscopix.co.uk Advanced Segments – How to Apply
  50. 50. ©Periscopix2014 www.periscopix.co.uk Creating a custom segment Segmenttemplates Sequentialsegments Traditional/ old segmentation
  51. 51. ©Periscopix2014 www.periscopix.co.uk Filters / Conditions 1. VisitorUserlevel 3. Dimension/ metricto filteron 4. Matchtype 5. Valuetomatch 2. Includeorexcludefilter
  52. 52. ©Periscopix2014 www.periscopix.co.uk Sequence based segmentation • A sequence can be between visits or it can be within a single visit.
  53. 53. ©Periscopix2014 www.periscopix.co.uk Sequence based segmentation Stepone Steptwo • Two step process:-
  54. 54. ©Periscopix2014 www.periscopix.co.uk Advanced Segments • Once applied, advanced segments will stay applied until they are unselected. • They can be selected by checking the checkbox just next to the segment name and clicking apply. They can be unselected in a similar way.

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