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([_t...
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 /                                     ...
Setting GoalsURL Destination       Time on Site   Page Depth   EventsMichael Pantoliano| @MikeCP
Setting Goals                              Transactions            GA eCommerce Tracking Setup Instructions http://dis.tl/...
http://getcomparisons.com
Goal?                                    Mini-goal?       Mini-goal?http://getcomparisons.com
Now We‟re                                            Here     Define                                              Segment ...
Goal:                                    “The best thing to measure the                                    growth rate of ...
Revenue is easy
How To Define “Active Users”?
Michael Pantoliano| @MikeCP
We‟ll comeback to the  „how‟
Access & Speed
…And Finally    Define                                              Segment /                                       Establ...
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/IAPD...
_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     ...
<script type="text/javascript">var _gaq = _gaq || [];_gaq.push([_setAccount, UA-xxxxxx-XX]);_gaq.push([_setCustomVar, 1, u...
Michael Pantoliano | @MikeCP
Events
_trackEvent(   category,   action,   opt_label,   opt_value,   opt_noninteraction) Documentation: http://dis.tl/RmJ4QgMich...
<p onload=“_gaq.push([_trackEvent, Checkout Errors, Please enter valid   payment information.’]);”>Please enter valid paym...
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...
Thanks!MICHAEL PANTOLIANO  Web Marketing Consultant  mike.pantoliano@distilled.net  @MikeCP
Analytics that GSD - Hackers & Founders
Analytics that GSD - Hackers & Founders
Analytics that GSD - Hackers & Founders
Analytics that GSD - Hackers & Founders
Analytics that GSD - Hackers & Founders
Analytics that GSD - Hackers & Founders
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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.

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

    1. 1. Analytics that GSDLet’s stop wasting timeMIKE PANTOLIANO
    2. 2. Hi, I’m MikeMICHAEL PANTOLIANO Web Marketing Consultant mike.pantoliano@distilled.net @MikeCP
    3. 3. Michael Pantoliano | @MikeCPImage: http://factoryjoe.com/blog/
    4. 4. First: Let‟s Close Our WebAnalytics
    5. 5. http://theleanstartup.com/Michael Pantoliano | @MikeCP
    6. 6. Image ganked defiantly from http://theleanstartup.com/
    7. 7. Beware of Vanity Metrics
    8. 8. Time on Bounce Site? Rate?Conversions? Visits?
    9. 9. <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push([_setAccount, UA-XXXXXX-X]); _gaq.push([_trackPageview]); Michael Pantoliano| @MikeCP
    10. 10. We can customize the crap outof Google Analytics
    11. 11. Michael Pantoliano| @MikeCP
    12. 12. All Startups ≠ SameAll Analytics ≠ SameAnalytics Presentations ≠ Same
    13. 13. Right Now We‟re Here Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives Outcomes We‟re not covering thisMichael Pantoliano| @MikeCP
    14. 14. Setting GoalsURL Destination Time on Site Page Depth EventsMichael Pantoliano| @MikeCP
    15. 15. Setting Goals Transactions GA eCommerce Tracking Setup Instructions http://dis.tl/VeqISjMichael Pantoliano| @MikeCP
    16. 16. http://getcomparisons.com
    17. 17. Goal? Mini-goal? Mini-goal?http://getcomparisons.com
    18. 18. Now We‟re Here Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives OutcomesMichael Pantoliano| @MikeCP
    19. 19. 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
    20. 20. Revenue is easy
    21. 21. How To Define “Active Users”?
    22. 22. Michael Pantoliano| @MikeCP
    23. 23. We‟ll comeback to the „how‟
    24. 24. Access & Speed
    25. 25. …And Finally Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives OutcomesMichael Pantoliano| @MikeCP
    26. 26. Some of the Basics
    27. 27. Custom Reports Make LifeEasier
    28. 28. Analyzing Acquisition Behavior OutcomeMichael Pantoliano| @MikeCP
    29. 29. Outcomes? BehaviorAcquisition
    30. 30. Outcomes? BehaviorAcquisition
    31. 31. Outcomes? Custom Report: Much Better BehaviorAcquisition
    32. 32. Custom Variables
    33. 33. _setCustomVar( index, // Slots 1 - 5 name, value, opt_scope // 1, 2, or 3) Documentation: http://dis.tl/IAPDfpMichael Pantoliano| @MikeCP
    34. 34. _gaq.push([_setCustomVar, 1, Section, Life & Style’, 3 ]);Michael Pantoliano| @MikeCP
    35. 35. _gaq.push([_setCustomVar, 1, Funnel, Abandoned, 2 ]);Michael Pantoliano| @MikeCP
    36. 36. _gaq.push([_setCustomVar, 1, Gender, Male, 1 ]);Michael Pantoliano| @MikeCP
    37. 37. 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
    38. 38. <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
    39. 39. Michael Pantoliano | @MikeCP
    40. 40. Events
    41. 41. _trackEvent( category, action, opt_label, opt_value, opt_noninteraction) Documentation: http://dis.tl/RmJ4QgMichael Pantoliano| @MikeCP
    42. 42. <p onload=“_gaq.push([_trackEvent, Checkout Errors, Please enter valid payment information.’]);”>Please enter valid payment information.</p>Michael Pantoliano | @MikeCP
    43. 43. GA Content Experiments
    44. 44. #Measure
    45. 45. Michael Pantoliano | @MikeCP
    46. 46. Shoulda Had Alerts Set Up
    47. 47. http://dis.tl/URQ60W 55+ Custom Alerts (LunaMetrics)
    48. 48. Multi-Channel FunnelsMichael Pantoliano | @MikeCP
    49. 49. Assisted Conversions Report
    50. 50. 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
    51. 51. Thanks!MICHAEL PANTOLIANO Web Marketing Consultant mike.pantoliano@distilled.net @MikeCP
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