Google Analytics December 2013 Meetup: Advanced Segments
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Google Analytics December 2013 Meetup: Advanced Segments

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Ryan Summers of ISITE Design shares tips for using Google Analytics Advanced Segments.

Ryan Summers of ISITE Design shares tips for using Google Analytics Advanced Segments.

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Google Analytics December 2013 Meetup: Advanced Segments Google Analytics December 2013 Meetup: Advanced Segments Presentation Transcript

  • _ga.usergroup(pdx); #GAPDX
  • ISITE Design
  • CREATE Experience Design BUILD Marketing Technology GROW Analytics & Optimization
  • Google Analytics Advanced Segments
  • “Aggregate Data Is Crap” - Avinash Kaushik Visitors have different needs and goals why would you measure them all against the same success criteria? – Current Customers (25% of traffic) • Comes to site to find support – Prospective Customers (75% of traffic) • Comes to site to research products
  • Why We Segment
  • All Goals Aren’t For Everyone
  • Spot Trends
  • Show me Visits People that…
  • Users or Visits • User Unique visitors who have ________ • Visit Sessions where ________
  • Users or Visits • User (Current Customer) A unique visitors who has Logged-In last 90 days • Visit (Researcher) Sessions where a video was watched or a whitepaper was downloaded
  • Visit Sequences Visit where… 1. First landed on homepage 2. Next went to a product category page 3. Next went to a product page 4. Eventually added something to cart
  • User Sequences Person who… 1. First came to the site from an organic search 2. Then came back to the site directly and watched a video or viewed a product page 3. Eventually submitted a lead
  • Cohorts Group visitors who all have something in common: • Visitors who first came to my site before our TV ad • Visitors who first came to our site during our TV ad • Visitors who first came to our site after our TV ad
  • Demographics Get demographic data from Google Display Network:
  • Interests Get demographic data from Google Display Network:
  • Some Questions To Ask Your Segments
  • What do people do when the come to my site from organic search as their first and subsequent visit?
  • How well does social media acquire qualified visitors? B2B Customer B2C Customer
  • What is the influence of video on conversion?
  • New Segment Interface
  • Segment Gallery
  • Segment Visibility
  • Good Reads • http://www.kaushik.net/avinash/googleanalytics-visitor-segmentation-userssequences-cohorts/ • http://searchenginewatch.com/article/230713 1/10-Google-Analytics-Advanced-SegmentsThat-Reveal-Search-Social-ROI/
  • Stay Tuned… February 6, 2014 (Tentative) Track events without deploying any code using GTM auto event tracking!