Finding Hidden Opportunities with Advanced Web Analytics

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My presentation from Search London. …

My presentation from Search London.
How to dig through Google Analytics information and find those hidden gems that will help you turn your data into actionable insights.

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  • A pageview is an instance of a page being loaded by a browser. The Pageviews metric is the total number of pages viewed; repeated views of a single page are also counted.Google Analytics logs a pageview each time the tracking code is executed on a web page.
  • Unique page views are the total number of unique visitors to a given web page during the same session (visit).If a visitor views the same web page 3 times during the same visit, then it will count as 3 page views and 1 unique page view.If the same visitor exits your site, comes back after 30 minutes (session expires) and views the same web page again, it will count as 3 page views and 2 unique page views.Additional page views will not be counted during the same session for the visitor:If the visitor reloads the web page.If the visitor navigates to a different web page and then returns to the original web page within 30 minutes (before session expires).
  • Time on Page = (time of last “engagement hit” on page) – (time of first hit from page)Cutroni Analytics Advocate at Google
  • Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) pageFor all pageviews to the page, the exit rate is the percentage that were the last in the session.For all sessions that start with the page, bounce rate is the percentage that were the only one of the session.The bounce rate calculation for a page is based only on visits that start with that page.  
  • Non-Interaction EventsThe term "Non-interaction" applies to the final, and optional, boolean parameter that you can use with the _trackEvent() method. This parameter allows you to determine how you want bounce rate defined for pages on your site that also include event tracking. For example, suppose you have a home page with a video embedded on it. It's quite natural that you will want to know the bounce rate for your home page, but how do you want to define that? Do you consider visitor interaction with the home page video an important engagement signal? If so, you would want interaction with the video to be included in the bounce rate calculation, so that sessions including only your home page with clicks on the video are not calculated as bounces. On the other hand, you might prefer a more strict calculation of bounce rate for your home page, in which you want to know the percentage of sessions including only your home page regardless of clicks on the video. In this case, you would want to exclude any interaction with the video from bounce rate calculation.That's where the opt_noninteraction parameter steps in. Remember that a bounce is defined as a session containing only one interaction hit. By default, the event hit sent by _trackEvent() is considered an interaction hit, which means that it is included in bounce rate calculations. However, when this value is set to true, the type of event hit is not considered an interaction hit. You can use this fact to adjust bounce rate calculations for pages that contain events. Setting this value to true means: a session containing a single page tagged with non-interaction events is counted as a bounce—even if the visitor also triggers the event during the session. Conversely, omitting this option means that a single-page session on a page that includes event tracking will not be counted as a bounce if the visitor also triggers the event during the same session.In general, a "bounce" is described as a single-page visit to your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single GIF request, such as when a user comes to a single page on your website and then exits without causing any other request to the Analytics server for that session. However, if you implement Event Tracking for your site, you might notice a change in bounce rate metrics for those pages where Event Tracking is present. This is because Event Tracking, like page tracking is classified as an interaction request.
  • You should be able to place this code in the footer of almost any site and when the page loads, it will go through all the <a href="" tags and look for links with the href ending in .pdf. When it finds one, it simply adds the onClick attribute to perform the event tracking in Google Analytics.If your site already includes the JQuery framework then there’s no need to repeat it. Simply omit the opening <script> tag and include the rest like so…The only thing you need to keep in mind is that this code needs to be placed as far down on the page as possible. Once this code executes, it will only have an effect on the page elements (DOM elements) that have already been loaded by the browser.
  • For non-WP sites!
  • PDFs don't (and generally can't, without security headaches) contain your tracking code.
  • Site speed tracking occurs only for visits from those browsers that support the HTML5 Navigation Timing interface or have the Google Toolbar installed. Typically this includes: Chrome, Firefox 7 and above, Internet Explorer 9 and above, Android 4.0 browser and above, as well as earlier versions of Internet Explorer with the Google Toolbar installed.
  • In Universal Analytics it will be 90 days
  • While filtered profiles may also be used to isolate and analyse sub-groups of traffic, there are some key differences between using filters and advanced segments:You can examine historical (e.g. last month's) data for an advanced segment, even if you just created the segment today. In contrast, a filtered profile will only contain data starting from the date that you created it.You can see and compare multiple advanced segments side-by-side in reports. In contrast, you can only view data for one filtered profile at a time.A filtered profile is usually the best choice if you want to always exclude a certain kind of traffic from your analysis. For example, while you can create an advanced segment that only includes external traffic, it would be better to create a profile that excludes internal traffic instead. That way, you won't have to remember to apply the segment each time that you look at reports. Also, you can always apply other advanced segments to the filtered profile data. If you want to limit some users' access to only a subset of data, you should set up filtered profiles for this instead of using advanced segments.


  • 1. Finding Hidden OpportunitieswithAdvanced Web AnalyticsDaniel SmulevichSEO Executive, Verve Search@dSmulevich #SearchLondon
  • 2. Who am I?• Working with International clients• GAIQ Certified• Love MS Excel@dSmulevich #SearchLondon
  • 3. Today’s session1. (not provided) keywords2. Myth busting: a few deceitful metrics3. Advanced tracking4. Hidden gems5. Pro tips@dSmulevich #SearchLondon
  • 4. Which tool?@dSmulevich #SearchLondon
  • 5. #1(not provided)
  • 6. (not provided)@dSmulevich #SearchLondon
  • 7. (not provided) CountSource: #SearchLondon
  • 8. How to tackle itStart by isolating@dSmulevich #SearchLondon
  • 9. What can we do?@dSmulevich #SearchLondon
  • 10. Google Webmaster Tools data@dSmulevich #SearchLondon
  • 11. Summary• Apply (not provided) Advanced Segment• Check Matched Search Queries report• Webmaster Tools>Traffic>Search Queries@dSmulevich #SearchLondon
  • 12. The future?• (not provided) close to 100%• SSL by default in more browsers+• Conversational Search• Implicit Queries@dSmulevich #SearchLondon
  • 13. #2Myth Busting
  • 14. @dSmulevich #SearchLondon
  • 15. Let’s Kill Some Myths@dSmulevich #SearchLondon
  • 16. Pageviews@dSmulevich #SearchLondon
  • 17. Unique Pageviews@dSmulevich #SearchLondon
  • 18. Avg Time on Page@dSmulevich #SearchLondon
  • 19. Time on Site & Time on Page@dSmulevich #SearchLondon
  • 20. Use engagement hits@dSmulevich #SearchLondon
  • 21. Six different types of hits• Pageview hits• Event hits• Ecommerce transaction hits• Ecommerce transaction item hits• User defined hits• Social plugin hits@dSmulevich #SearchLondon
  • 22. More realistic!@dSmulevichMore @justincutroni#SearchLondon
  • 23. Bounce Rate & Exit Rate@dSmulevich #SearchLondon
  • 24. An Example• Monday: Page B > Page A > Page C• Tuesday: Page B > Exit• Wednesday: Page A > Page C > Page B• Thursday: Page C > Exit• Friday: Page B > Page C > Page A@dSmulevich #SearchLondon
  • 25. An Example• Monday: Page B > Page A > Page C• Tuesday: Page B > Exit• Wednesday: Page A > Page C > Page B• Thursday: Page C > Exit• Friday: Page B > Page C > Page ABounce Rate: 33%@dSmulevich #SearchLondon
  • 26. An Example• Monday: Page B > Page A > Page C• Tuesday: Page B > Exit• Wednesday: Page A > Page C > Page B• Thursday: Page C > Exit• Friday: Page B > Page C > Page AExit Rate: 50%@dSmulevich #SearchLondon
  • 27. My Bounce Rate is ~5%.Why should I worry about it?- An unwary webmaster@dSmulevich #SearchLondon
  • 28. @dSmulevich #SearchLondon
  • 29. From"_gaq.push([_trackEvent, beginnersguide, download, PDF]);“Category, Action, Label, Non-InteractionNon-interaction: true or false@dSmulevich #SearchLondon
  • 30. @dSmulevich #SearchLondon
  • 31. #3Advanced Tracking
  • 32. PDF DownloadsUse jQuery for multiple PDFs• No need to repeat jQuery if already installed• Script affects page elements already loaded@dSmulevich #SearchLondon
  • 33. Or pretty much everything!• Any file extension (.doc, .xls, .ppt, .zip…)• Outbound Clicks• Email and telephone clicksSeparate .js file placed in the <head>Check out how: #SearchLondon
  • 34. However, if the PDF…• Receives organic traffic• Is linked to from referral/shared/email• Gets bookmarked and visited againIS NOT TRACKED!@dSmulevich #SearchLondon
  • 35. @dSmulevich #SearchLondon
  • 36. Server-side solution• Use .htaccess to intercept PDF requestsand fire server-side tracking• Use a PHP Framework to1. grab PDF name2. tell Google Analytics to fire a pageview3. redirect user to PDFMore @jonoalderson@dSmulevich #SearchLondon
  • 37. Form Abandonment• Fire an event every time the cursor exits• Action: skipped or completed@dSmulevich #SearchLondon
  • 38. Form AbandonmentMore #SearchLondon
  • 39. If you are serious about it…@dSmulevich #SearchLondon
  • 40. #4Hidden Gems
  • 41. Site Speed@dSmulevich #SearchLondon
  • 42. Sample? I want it all!By default, 1% samplingIt works with (almost) every browserAdd _gaq.push([_setSiteSpeedSampleRate, X]);Careful: add it before _trackPageview()@dSmulevich #SearchLondon
  • 43. Site Speed>Page Timings@dSmulevich #SearchLondon
  • 44. Site Speed>Speed Suggestions@dSmulevich #SearchLondon
  • 45. The Assumed Conversion Path@dSmulevich #SearchLondon
  • 46. Path Length@dSmulevich #SearchLondon
  • 47. Assisted Conversions@dSmulevich #SearchLondon
  • 48. @dSmulevich #SearchLondon
  • 49. Lookback Window• In Ecommerce > Multi-channel funnels• Visits occurred 30 days before a transaction@dSmulevich #SearchLondon
  • 50. Conversion Attribution@dSmulevich #SearchLondon
  • 51. Choose your (top) model!@dSmulevich #SearchLondon
  • 52. Conversion AttributionREMEMBER:1. Throughout GA, attributed to last non-direct click2. In multi-channel funnels, attributed to last click@dSmulevich #SearchLondon
  • 53. #5Like a PRO
  • 54. Custom Reports@dSmulevich #SearchLondon
  • 55. What?You can report on data otherwise not shown, inthe form you wantMinimum ONE dimension, ONE metricSome dimensions and metrics can’t be pairedDimensions & Metrics Reference: #SearchLondon
  • 56. Why?@dSmulevich #SearchLondon
  • 57. And more…• Linked-to 404 pages• Self-referral issues identification• Mobile metrics by hour of day• Site speed by city/region/country• Page 2 performers• Browsers traffic• Referring sites@dSmulevich #SearchLondon
  • 58. Advanced Segments@dSmulevich #SearchLondon
  • 59. What?To isolate and analyse specific types of trafficUp to 4 segments side by sideDefault Segments + Custom SegmentsAdvanced Segments ≠ Filtered Profiles@dSmulevich #SearchLondon
  • 60. Customise!@dSmulevich #SearchLondon
  • 61. Why?@dSmulevich #SearchLondon
  • 62. 1. Find ∆ Avg Visit Value2. Multiply by Visits3. Reduce by 30-40%@dSmulevich #SearchLondon
  • 63. And more…• Branded vs non-branded keywords• Long tail keywords• Visitors who spent more than £xx• Organic Traffic without (not provided)• Social networks visitors are logged into• Filter major ISPs• Black Hat Analytics Spotter@dSmulevich #SearchLondon
  • 64. Dashboards@dSmulevich #SearchLondon
  • 65. What?To get an instant overview of your main KPIsFully customisableYou can create up to 20 dashboardsUse max 12 widgets per dashboard@dSmulevich #SearchLondon
  • 66. Why?@dSmulevich #SearchLondonTraffic iOS5 i0S6Organic 80,000 20,000Direct 20,000 80,000
  • 67. And more…• Content Marketing Metrics• Site Performance• Referral Traffic• Ecommerce Performance• Mobile Traffic• Social Sharing• Brand Monitoring@dSmulevich #SearchLondon
  • 68. @dSmulevich #SearchLondon
  • 69. Extra resources+Google Analytics Solutions Gallery@dSmulevich #SearchLondon
  • 70. @dSmulevich #SearchLondon
  • 71. #Bonus TipKeep the Data Clean
  • 72. Internal traffic skews data@dSmulevichGA Opt
  • 73. @dSmulevich100% (not provided) is the futureChoose your KPIs carefullyTrack what makes business sense to youAttribute for real ROISegments + Reports = Real insights
  • 74. And… STOP!@dSmulevich #SearchLondon
  • 75. @dSmulevichTHANK YOU!Email: daniel@vervesearch.comWeb: