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Analytics that GSD - Hackers & Founders
 

Analytics that GSD - Hackers & Founders

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Speaking for a group of early-stage startups, I thought it'd be best to focus on the type of web analysis that gets things done. That is, Avoiding analysis paralysis and using actionable reporting. ...

Speaking for a group of early-stage startups, I thought it'd be best to focus on the type of web analysis that gets things done. That is, Avoiding analysis paralysis and using actionable reporting.

The presentation focuses on Google Analytics.

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  • When you eventually start generating revenue, your active users # should have a direct relationship with revenue figures

Analytics that GSD - Hackers & Founders Analytics that GSD - Hackers & Founders Presentation Transcript

  • Analytics that GSDLet’s stop wasting timeMIKE PANTOLIANO
  • Hi, I’m MikeMICHAEL PANTOLIANO Web Marketing Consultant mike.pantoliano@distilled.net @MikeCP
  • Michael Pantoliano | @MikeCPImage: http://factoryjoe.com/blog/
  • First: Let‟s Close Our WebAnalytics
  • http://theleanstartup.com/Michael Pantoliano | @MikeCP
  • Image ganked defiantly from http://theleanstartup.com/
  • Beware of Vanity Metrics
  • Time on Bounce Site? Rate?Conversions? Visits?
  • <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push([_setAccount, UA-XXXXXX-X]); _gaq.push([_trackPageview]); Michael Pantoliano| @MikeCP
  • We can customize the crap outof Google Analytics
  • Michael Pantoliano| @MikeCP
  • All Startups ≠ SameAll Analytics ≠ SameAnalytics Presentations ≠ Same
  • Right Now We‟re Here Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives Outcomes We‟re not covering thisMichael Pantoliano| @MikeCP
  • Setting GoalsURL Destination Time on Site Page Depth EventsMichael Pantoliano| @MikeCP
  • Setting Goals Transactions GA eCommerce Tracking Setup Instructions http://dis.tl/VeqISjMichael Pantoliano| @MikeCP
  • http://getcomparisons.com
  • Goal? Mini-goal? Mini-goal?http://getcomparisons.com
  • Now We‟re Here Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives OutcomesMichael Pantoliano| @MikeCP
  • Goal: “The best thing to measure the growth rate of is revenue. The next best, for startups that arent charging initially, is active users.” KPI: “A good growth rate during YC is 5-7% a week. If you can hit 10% a week youre doing exceptionally well. If you can only manage 1%, its a sign you havent yet (pretty smart dude) figured out what youre doing.”http://paulgraham.com/growth.htmlMichael Pantoliano| @MikeCP
  • Revenue is easy
  • How To Define “Active Users”?
  • Michael Pantoliano| @MikeCP
  • We‟ll comeback to the „how‟
  • Access & Speed
  • …And Finally Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives OutcomesMichael Pantoliano| @MikeCP
  • Some of the Basics
  • Custom Reports Make LifeEasier
  • Analyzing Acquisition Behavior OutcomeMichael Pantoliano| @MikeCP
  • Outcomes? BehaviorAcquisition
  • Outcomes? BehaviorAcquisition
  • Outcomes? Custom Report: Much Better BehaviorAcquisition
  • Custom Variables
  • _setCustomVar( index, // Slots 1 - 5 name, value, opt_scope // 1, 2, or 3) Documentation: http://dis.tl/IAPDfpMichael Pantoliano| @MikeCP
  • _gaq.push([_setCustomVar, 1, Section, Life & Style’, 3 ]);Michael Pantoliano| @MikeCP
  • _gaq.push([_setCustomVar, 1, Funnel, Abandoned, 2 ]);Michael Pantoliano| @MikeCP
  • _gaq.push([_setCustomVar, 1, Gender, Male, 1 ]);Michael Pantoliano| @MikeCP
  • Name Value Active User Yes, No Logged In Yes, No Join Month 05, 06, etc. Author John, Steph # of Orders 1,10, etc. Recency Days/MonthsMichael Pantoliano| @MikeCP
  • <script type="text/javascript">var _gaq = _gaq || [];_gaq.push([_setAccount, UA-xxxxxx-XX]);_gaq.push([_setCustomVar, 1, user_type, <?php echo $_GET["active"]; ?>, 1]);_gaq.push([_trackPageview]); Michael Pantoliano| @MikeCP
  • Michael Pantoliano | @MikeCP
  • Events
  • _trackEvent( category, action, opt_label, opt_value, opt_noninteraction) Documentation: http://dis.tl/RmJ4QgMichael Pantoliano| @MikeCP
  • <p onload=“_gaq.push([_trackEvent, Checkout Errors, Please enter valid payment information.’]);”>Please enter valid payment information.</p>Michael Pantoliano | @MikeCP
  • GA Content Experiments
  • #Measure
  • Michael Pantoliano | @MikeCP
  • Shoulda Had Alerts Set Up
  • http://dis.tl/URQ60W 55+ Custom Alerts (LunaMetrics)
  • Multi-Channel FunnelsMichael Pantoliano | @MikeCP
  • Assisted Conversions Report
  • Adjusted Bounce Ratevar _gaq = _gaq || []; _gaq.push([_setAccount, UA-XXXXXXX-1]); _gaq.push([_trackPageview]); setTimeout("_gaq.push([_trackEvent, 15_seconds, read])",15000); http://dis.tl/Veijhz Michael Pantoliano | @MikeCP
  • Thanks!MICHAEL PANTOLIANO Web Marketing Consultant mike.pantoliano@distilled.net @MikeCP