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Google Analytics | Google - ONLINE KLUB 2014
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Google Analytics | Google - ONLINE KLUB 2014

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4. workshop na tému: Google Analytics

4. workshop na tému: Google Analytics

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  • ZakladyUpravtesivlastnereportynazakladevasichpotrieb.
  • Merajtevsetko!GTM, GA for Apps

Transcript

  • 1. P E T E R H U T TA Google Analytics
  • 2. 1. 2. 3. 4. 5. The importance of data and how GoogleAnalytics fits in AGENDA What you should measure and why? Default GAreports – understand your visitors,where do they come from and what is the outcome Love and customize your data. Cool GAfeatures
  • 3. APARADIGM SHIFT INADVERTISING ”In the old days, marketing was driven by who had the better creative…
  • 4. APARADIGM SHIFT INADVERTISING Today, the success of marketing depends on who has the better math.“ Martin Doettling, CMO Webtrends (IBM)
  • 5. IN AVERAGE, ANALYTICS PAYBACK FOR EVERY 1$ YOU‟LL INVEST IN IT 10.46$
  • 6. GOOGLEANALYTICS intro
  • 7. GOOGLEANALYTICS HOW IT WORKS 1 2a 2b 2c GA cookies are read from, and/or written to the browser by the javascript code A GIF request is created and sent to the Google servers _trackEvent(category, action, opt_label,opt _value,opt_noninteraction) _gaq.push ([„ trackEvent', 'name', 'label', value,true]); trackEvent(category, action, opt_lab el, opt_value,opt_noninteraction)_ga q.push (['_trackEvent', 'name', 'lab el„,value, true]);trackEvent(categ ory, action, opt_label,opt_value opt_noninteraction)_gaq.push (['_trackEvent', 'name', 'lab el', value, true]);trackEven t(category, action, opt_la The GA javascript begins to fire Your Website loads on any device
  • 8. GOOGLEANALYTICS HOW IT WORKS 3 4 5 Data is sent to Google‟s servers Data is processed and pre- aggregated GA made available in the user interface or through the API GA UI API
  • 9. Tremendous amount of data with one snippet of code Universal Analytics Code Snippet
  • 10. Visitors Content (Pages) Traffic Sources ACQUISITION CONVERSIONS It is very simple BEHAVIOUR
  • 11. WHOAREYOURCLIENTSANDHOWTHEYBEHAVE WHO? Audience Reports WHAT? Behavior Reports http:/ / HOW? Acquisition Reports WHAT VALUE? Conversion Reports HOWYOUACQUIRECUSTOMERSANDSELLPRODUCTS
  • 12. BASIC PRINCIPLE DIMENSIONS & METRICS in REPORTS A metric is a measurement MetricsDimensions Dimensions describe attributes Number of visits Number of visitors Page views Time on site Visitor city or region Referring traffic source Browser type Operating System
  • 13. GOOGLEANALYTICS 80+ DIMENSIONS COLLECTED & ORGANIZED INTO RELEVANT SEGMENTS United States Google Chrome Home Brazil Canada France Facebook Direct NYTimes.com Firefox Internet Explorer Safari Sales Shoes Clothing Geography Traffic Source Browser Pages
  • 14. GOOGLEANALYTICS METRICS FOR EACH DIMENSIONS United States Brazil Canada France Country Visits Pages/Visit Visit Duration Bounce Rate 5,000 1.4 00:01:00 20.00% 3,000 2.1 30.00% 1,000 3.2 00:03:00 40.00% 500 4.1 00:04:00 50.00% 00:02:00
  • 15. United States Brazil Canada France Country Goal Completions Goal Conversion Rate Ecommerce Conversion Rate Ecommerce Revenue 500 4% 6% $5,000 300 3% $500 100 5% 3% $2,000 50 2% 2% $1,000 1% GOOGLEANALYTICS MEASURE ENGAGEMENT, CONVERSIONS, TRANSACTIONS
  • 16. GOOGLEANALYTICS MIX AND MATCH DIMENSIONS FREELY USA England France Social Source AdWords Mobile Promotional Landing Page Played Video & & & Subscribed to Newsletter& & Visited from Email Link Followed call- to-action Link Downloaded Whitepaper& & Social Source Played Video Subscribed to Newsletter& & Visited from Email Link Followed call- to-action Link&&
  • 17. VIZUALIZING DIMENSIONS & METRICS WITH DEFAULT REPORTS YOU NEED TO START ASKING QUESTIONS!
  • 18. MEASURE Measure Measure Measure
  • 19. Interactive Objects: Flash, Ajax, etc (event tracking) Key Functions (event tracking) Outbound Links (virtual pageviews) Dynamic Page Content (event tracking) Site-Search Ecommerce Form Submission (virtual pageviews) Page Category (custom variables) User-Provided Data (custom variables) Social Plugins Sometimes you need to tell GAwhat to measure
  • 20. MEASURE YOUR WEBSITE OBJECTIVES • URL Destination goal triggers a conversion when a visitor views the specified page on your site. • Time on Site goal triggers a conversion when a visitor spends more or less time on your site than the threshold you have specified. • Pages/Visit goal triggers a conversion when a visitor views more pages or fewer pages than the threshold you have specified. • Event goal triggers a conversion when an event that you have defined occurs. GOALS & EVENTS
  • 21. MEASURE YOUR WEBSITE OBJECTIVES E-COMMERCE
  • 22. Yoursite.com Paid SearchReferralDirect Email Social Affiliate http://yoursite.co m Display Organic Search $ @ Is only automatic if AdWords is linked. Otherwise requires manual tagging. Visits from these sources will get categorized as referral traffic if not tagged. MEASURE WHATHAPPENS OUTSIDE
  • 23. http :// Dimension URL Tag Recommendation Medium* &utm_medium= social Source* &utm_source= social network URL shortlink-url facebook twitter Campaign* &utm_campaign= promotion-name program-intent (increase-likes) Keyword &utm_term= don‟t use Ad Content &utm_content= social-“seed”/endorser content-clue-time-date-sent Use Google URLBuilder to tag campaigns Google URL Bulder https://www.googlestore.com/shop.axd/Home?utm_medium=social &utm_source=facebook.com&utm_campaign=summerpromo
  • 24. DEFAULT REPORTS
  • 25. ACQUISITION http :// HOW YOU ACQUIRE CUSTOMERS 1. Where did your customers come from? 2. What are your most valuable channels? Largest volume, lowest cost? (import data sources) 3. What is the ROI on Adwords? Optimize based on the revenue. 4. What is the value of social? 5. Follow the 80/20 rule
  • 26. WHO ARE YOUR CLIENTS AUDIENCE 1. Understand your visitors through Demographics and Interests (google.com/ads/preferences) 2. Where are they from? Create different language variations 3. Are they new or returning visitors? What is their engagement? Get them back! 4. What browser do they use? Optimize for browsers 5. Do they use mobile? What is the experience?
  • 27. HOW DO THEY BEHAVE? BEHAVIOR 1. What is your top content and value of each page? 2. How do people browse your website? Find the leaks! 1. Analyze your 404s 2. What are your users searching for? (enable site search) 3. Where do they click? 4. What is the average page load time and how to fix it?
  • 28. CONVERSIONS HOW WELL DO YOU SELL? 1. Why do people don’t buy? Where do people drop off in the cart? Set up a conversion funnel 2. What products or services bring most $$$? 3. How many channels people interact with before they purchase? Go beyond last click
  • 29. CUSTOM REPORTS & DASHBOARDS
  • 30. SEGMENTS MOST POWERFUL TOOL OF GOOGLE ANALYTICS Support for true user segments rather than just visitor segments, enabling cohort analysis • Sequence Filters
  • 31. DASHBOARDSAND CUSTOM REPORTS GET THE BIG PICTURE WITH CUSTOMIZED DATA google.com/analytics/gallery/
  • 32. INTELIGENT EVENTS CUSTOM ALERTS
  • 33. OTHER COOL FEATURES
  • 34. CONTENT EXPERIMENTS A/B TEST IN PRACTICE
  • 35. GAREMARKETING USE GA DATA TO SEGMENT AND RETARGET YOUR VALUABLE VISITORS
  • 36. THANKYOU. Oh, and you should read this: - GoogleAnalyticsAcademy: https://analyticsacademy.withgoogle.com/explorer - Youtube Channel: https://www.youtube.com/user/googleanalytics - Avinash Kaushik: http://www.kaushik.net/avinash/ Peter Hutta hutta.peter@gmail.com follow me on G+ plus.google.com/+PeterHutta