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Top Google Analytics reports
 

Top Google Analytics reports

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Webinar with Sally Falkow/Press-Feed February 20, 2013

Webinar with Sally Falkow/Press-Feed February 20, 2013

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    Top Google Analytics reports Top Google Analytics reports Presentation Transcript

    • Thoughts about “Google Analytics Tips:10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik Dana Chinn Lecturer @danachinn
    • Two types of analytics dataBehavioral research What people did as captured by an action taken on a keyboard or mouseAttitudinal research What people say they did what they think and why as captured by surveys, focus groups, social media, usability studies 2
    • Uniquevisitors visit a site and generate page views 3
    • What actions indicate engagement? Visit, regul arly View content, a lotInteract, often -- rate, print, vote, take a poll, click on an ad -- share, e-mail, comment, contribute 4
    • Start with an overall viewof visits by week 5
    • Google “Analytics measures both visits and visitors in your account. “Visits represent the number of individual sessions initiated by all the visitors to your site.” 15 visits or sessions 6Google Analytics: The Difference Between Clicks, Visits, Visitors, Pageviews, and Unique Pageviews
    • Analytics Measurement Model – E-commerce Start here Visits that come from… Market Motive/Avinash Kaushik
    • Segment… …or die!-- Justin Cutroni, Cardinal Path 8
    • Segment #1: Sources Overview report Where did an external visitor come from? Did they come based on actions we took? Visits that come from… Needs to be custom coded 9
    • Balanced Too reliant on searchGraphs from “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik 10
    • Facebook, Twitter and other third-party socialmedia services are considered “referring sites” Too reliant on social media? Or a site architecture / Google Analytics set-up issue? 11
    • Segment: Visits that came from branded vs.unbranded search terms Visits from people who were signed in into Google Brand name Visits from Advertising slogan branded search Name of your CEO Topic you want to be known for Visits from Topic you don’t want to be known for unbranded search Topic you didn’t know you were known for 12
    • Segment #2: Landing Pages report Visits that came from search or Facebook or from a bookmark or from an e-mail campaign… Where did they land? What happened when they got there? Did they stay? Buy? Leave? 13
    • Bounce rate The percent of visits with only one page view “I came. I saw. I puked.” -- Avinash Kaushik on bounce rateA bounce: a visit with only one page view 14
    • Site bounce rate “Forty-six percent of the 11.1 million visits that came to our site in the last 12 months bounced. In other words, there were five million times someone came to the site, looked at one page, and left.” 15
    • Site bounce rate: Interesting… …but ultimately not actionable 16
    • Landing page bounce rates by traffic sourcegive actionable insights How many people came to the site directly…. …and landed on the home page… …and bounced? 17
    • Segment #3: Goals report Visits that came from search or Facebook or from a bookmark or from an e-mail campaign… …and resulted in a micro-conversion vs. a macro-conversion vs. ? 18
    • Goals and goal values differ by company and project Goals need to be set up in Google AnalyticsImages from Market Motive and “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” byAvinash Kaushik 19
    • Segment #4: Conversion funnels report “Funnels provide a wealth of actionable information that can have an immediate effect on website success. “Any defined processes, no matter how small, should be measured using a funnel.” -- Justin CutroniFrom “Applying Google Analytics Goal and Funnel Techniques,” by Justin 20Cutroni, Public Media Metrics
    • Of all of the visits that came indirectly, how many converted, or resultedin a sale? 1 Landing page with internal search window 2 Internal search results 3 Product description and price 4 Product added to cart 5 Account sign-in Review / 6 pymt. Purchase confirmation page
    • 100% conversion Most common Optimal Ill-defined Poorly converting 22From “Advanced Web Metrics with Google Analytics” (third edition), by Brian Clifton
    • Segment #5: Multi-Channel Funnel Assisted Conversions Report “If all your campaigns always include campaign tracking parameters, this reportVisits from is really good at answering this critical question: Is channel x more likely to be at the end of the conversion …that resulted in a conversion process or drive traffic that might convert later via a different channel?From “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik 23
    • Segment #6: Mobile Devices Report (mobileweb) Should we use a mobile-optimized, responsive design for our site? 20% of visits DID use a 20% mobile device 80% 80% of visits did NOT use a mobile device 20% Week 1 Week 2 Week 3 Week 4 24
    • Visits to a mobile site result in different behaviorand outcomes…Old mobile web New mobile web site New full-sized web sitesite – same asfull-sized site…and thus need to be analyzed differently – andseparately 25
    • Segment #7: In-Page Analytics Report How do these click percentages differ by traffic source and landing page?Image from “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik 26
    • Segment #8: Location Report So what? Only small percentages of visits to our site come from cities and states we’re targeting with our new marketing campaign. 27
    • Get the data out of Google Analytics and put it in a format that’s meaningful for your company’s business goals India China 8% 11,439 5% 7,188 Canada, Other U.S. UK U.S. 29% 5% All other 53% 43,715 7,393 29% 80,354 Calif. 45,008 24% 36,639“All other” includes 183 countries, each with 1 percent or less.“Other U.S.” includes other states, each with 5 percent or less. 28
    • Segment #9: Site Search Terms ReportVisits that use your site’s internal search engine: What were they looking for that they didn’t see on the landing page? What search terms did they use? Did the search results give them what they wanted? Did they leave the site when they saw the results? Did they search again? 29
    • Are the external search terms – paid and organic –the same as internal search terms? Visits from people who were signed in into Google Brand name Visits from Advertising slogan branded search Name of your CEO Topic you want to be known for Visits from Topic you don’t want to be known for unbranded search Topic you didn’t know you were known for 30