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Google Analytics: understanding the data correctly


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Main points of the webinar: …

Main points of the webinar:
1) Introduction of Google Analytics, understanding the data correctly: goals, e-commerce, principal metrics (visits/pageviews, sources of traffic), webmaster tools integration
2) Google Analytics advanced segments setting, and Top 8 of the most useful custom reports and how to set them:

• Not Provided
• Branded vs non-branded traffic
• Visits with transactions
• Most profitable sources of traffic
• Funnel visualizations, drop-offs
• Bounce rate, it’s correct interpretation
• Mobile traffic
• 404 errors

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  • 1. Google Analytics: understanding the data correctly Webinar, June 27, 2013
  • 2. Promodo at a Glance
  • 3. Speaker Helen Ruchko Marketing Assistant at Promodo
  • 4. Webinar main points Introduction to Google Analytics: How to set up goals in Google Analytics How to use Google Analytics ecommerce tracking Google Analytics principal metrics (visits/page views, sources of traffic) Webmaster tools integration
  • 5. Webinar main points Top 8 Google Analytics custom reports: Not Provided Branded vs. non-branded traffic Visits with transactions Most profitable sources of traffic Funnel visualizations, drop-offs Bounce rate, it’s correct interpretation Mobile traffic 404 errors
  • 6. Introduction to Google Analytics
  • 7. Google Analytics is a powerful tool which shows you what is working on your website and what is not. It helps you optimize your marketing efforts and maximize the revenue. Why do we need Google Analytics?
  • 8. Adjust Google Analytics to your business goals. How to make the most of Google Analytics data?
  • 9. A goal is a critical event for your business which occurs on the website during the visit and helps you generate income What are goals in Google Analytics?
  • 10. How to set up goals in Google Analytics
  • 11. URL destination goal Time on site goal Pages per visit goal An event goal 4 types of goals:
  • 12. Google Analytics will keep track of URLs you specified. Each time a user goes to such URL the conversion is triggered URL destination goal examples: o thank you page o confirmation page o checkout page o about us page URL destination goal
  • 13. URL destination goal for Promodo website
  • 14. Setting up the goal
  • 15. URL destination goal for Promodo website
  • 16. Match type • Regular expressions give the most flexibility, but they are rather for advanced Google Analytics users. • Read Google’s regular expressions guide to learn how to make the use of them.
  • 17. Google Analytics will keep an eye on visit duration. If the visitor stays on website above or below time you specified, a conversion is reported. Time on site goal
  • 18. Time on site goal Time on site goal is ideal for customer support websites which want the user finds the answer as fast as possible – “less than” time on site goal or large content websites which target is the maximum user engagement - “more than” time on site goal
  • 19. Pages per visit goal Pages per visit goal tracks the number of pages the visitor views per one visit. When the number of viewed pages reaches then threshold you specified the conversions triggers Pages per visit goal suits the best rich content websites which objective for the user to view as many content as possible
  • 20. An event goal Google Analytics reports the conversion when a certain event occurs during the visit Event goal examples: o ebook download o free trial account creation o software download, etc
  • 21. An event goal for Promodo website
  • 22. An event goal To track this kind of goal, previously you need to set up at least one event Check out The Google Analytics Event Tracking Guide to know how to do this exactly
  • 23. Where to look for goal completion information?
  • 24. Where to look for goal completion information?
  • 25. How to use Google Analytics ecommerce tracking
  • 26. Why ecommerce tracking is worth to set up? • Ecommerce tracking allows you to track your business outcome • With ecommerce tracking enabled you can associate the revenue with a certain traffic source and answer the question: “Who gets the credit?”
  • 27. Setting up ecommerce tracking Step 1: Enable ecommerce tracking
  • 28. Setting up ecommerce tracking
  • 29. Setting up ecommerce tracking
  • 30. Setting up ecommerce tracking Step 2: Embed Google Analytics tracking code to receipt page which contains transaction details and a receipt of the purchase
  • 31. Setting up ecommerce tracking _gaq.push(['_addTrans',    '1234',           // transaction ID - required    'Womens Apparel', // affiliation or store name    '28.28',          // total - required    '1.29',           // tax    '15.00',          // shipping    'San Jose',       // city    'California',     // state or province    'USA'             // country ]); _gaq.push(['_addItem',    '1234',           // transaction ID - necessary  to associate item with transaction    'DD44',           // SKU/code - required    'T-Shirt',        // product name    'Olive Medium',   // category or variation    '11.99',          // unit price - required    '1'               // quantity - required ]); _gaq.push(['_trackTrans']);   
  • 32. Code example Transaction Details: Transaction ID: a23nm45ys23 Total: $175.00 Tax: $0.00 Shipping: $25.00 Items Purchased in the transaction: 12345: one, Black 17″ Rollerbag, $100.00, SKU = RB17, Category = Luggage 45678: one, Black 15″ Rollerbag, $75.00, SKU = RB15, Category = Luggage example provided via
  • 33. What kind of information will you get?
  • 34. What if your website is non-ecommerce, but you would like to track sales? • Make little tweaks in Google Analytics code - set up the constant value in the required fields and track only the purchase amount
  • 35. Google Analytics principal metrics
  • 36. Visits • Visits are used to measure traffic volume • Businesses are interested in receiving as high number of target visits to the website as possible
  • 37. Visits Measuring number of visits helps: • understand how successful your online marketing campaign is • compare traffic volume of different periods of time • find out whether your business is seasonal • detect the most popular days of the week when you receive the highest traffic volume
  • 38. Visits Traffic volume to the website
  • 39. Pageviews • 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)
  • 40. Pageviews The Pageview metric is important for two main reasons: o a pageview indicates the fact that Google Analytics tracking code has been executed on a web page o it is used to measure website content effectiveness and user engagement
  • 41. Pageviews
  • 42. Traffic sources It is important to analyze different traffic sources in terms of number of visits they drive and conversions they generate
  • 43. Traffic sources By looking at different traffic channels you can: o find the best performing traffic sources o understand what is working in your marketing campaign and what is not
  • 44. All traffic Traffic sources SearchRefferalsDirect
  • 45. Traffic overview
  • 46. Direct traffic represents visitors who clicked on a bookmark to arrive at your site, or who typed the URL directly into their browser
  • 47. Direct traffic report
  • 48. How to attribute goals conversion and sales to a certain traffic source? • Add ecommerce and goals column to the report
  • 49. Direct traffic report with goals
  • 50. Direct traffic report with ecommerce
  • 51. Referral traffic includes any web sources that link to your website and send traffic there. Examples: o websites with banner ads o links from blogs o affiliate program links, etc.
  • 52. Referral traffic By measuring referral traffic you can figure out: o what websites send the most traffic to you o at what landing pages users the most frequently arrive o how users interact with the page content and whether it meets their needs
  • 53. Referrals report
  • 54. See what pages exactly send traffic to your website
  • 55. Search Engine traffic represents visitors who click on a search results link in any search engine - Google, for example Search engine traffic PaidOrganic
  • 56. Search Engine traffic analysis helps: o find out from what search engines you get most of the visits o what keywords send you the most traffic o compare seo and ad campaigns effectiveness
  • 57. Search Engine traffic overview
  • 58. Organic traffic overview (by keywords)
  • 59. Paid traffic overview (by campaign)
  • 60. Webmaster Tools integration
  • 61. Webmaster Tools integration
  • 62. Webmaster tools integration makes it possible: o to see Webmaster Tools data in Google Analytics reports o to access Google Analytics reports directly from Webmaster Tools pages
  • 63. Webmaster Tools integration
  • 64. Results
  • 65. Top 8 Google Analytics custom reports
  • 66. Why are custom reports very useful for your business? • Custom report is a shortcut which helps you get more actionable insight in less time • Custom reports adjust Google Analytics data specifically to your business goals
  • 67. Report #1 Not provided
  • 68. An issue with not provided segment • If the user searching on Google is signed in to any of Google service, their search is conducted in a secure context, and thus the keywords with which user arrives at your website are not available.
  • 69. Not provided custom report detects landing pages at which users from not provided segment arrive Benefits: • you can get a clearer picture of user intent • suggest the keywords which could have been used to arrive at the certain page
  • 70. Setting up the Not provided report
  • 71. Setting up the Not provided report
  • 72. Not provided report in action
  • 73. Not provided report • For more details about the Not provided report read Econsultancy’s post How to steal some 'not provided' data back from Google
  • 74. Report #2 Branded vs. non-branded traffic
  • 75. Branded vs. non-branded traffic Branded vs. non-branded traffic report enables you to exclude branded keywords from the list of keywords Benefits: • you can see what unbranded keywords people use to find your product or service online • you can get more accurate data to analyze the effectiveness of your online marketing campaign
  • 76. How to set up branded vs. non- branded traffic report
  • 77. Branded + non-branded traffic report Non-branded traffic report
  • 78. Report #3 Visit with transactions
  • 79. Visits with transaction report shows data for visits during which goal conversion or purchase happened Benefits: • you can find out what kind of visits (region, language, browser, screen resolution) convert the most on our website • you can get an idea of users behavior pattern to see what improvements should be done to the website to make such visits convert again
  • 80. How to apply visits with transactions report
  • 81. Analyzing visits with transactions report
  • 82. Analyzing visits with transactions report
  • 83. Report #4 Most profitable sources of traffic
  • 84. The most profitable sources of traffic report shows which traffic sources generate the most revenue for your business Benefits: • helps you understand what traffic resources give the highest ROI and what sources are worth to invest more in
  • 85. How to set up the most profitable traffic sources report
  • 86. The most profitable traffic sources report
  • 87. Report #5 Funnel visualization, drop-offs
  • 88. Funnel is a sequence of steps you expect the user to take on the way to conversion. Funnel visualization help see the conversion path and steps on which users abandon the conversion process Benefits: • helps you eliminate bottlenecks from the conversion process and increase conversion rate
  • 89. Funnel visualization
  • 90. Funnel visualization
  • 91. Funnel visualization
  • 92. Report #6 Bounce Rate
  • 93. Bounce rate is the percentage of visits that go only one page before exiting a site • Bounce rate is used to measure user engagement, evaluate how much the website content is relevant to the users needs • Generally, a high bounce rate is considered to be a negative sign. Visitor might leave the website because of poor design, usability issues, or if they don’t find the information they need
  • 94. Bounce rate is a key metric of many Google Analytics reports
  • 95. How to detect underperforming pages with bounce rate metric
  • 96. How to detect underperforming pages with bounce rate metric
  • 97. Because of the way Google Analytics calculates bounce rate, there is a certain group of website for which a high bounce rate is normal. For example, blogs.
  • 98. How Google Analytics calculates bounce rate If after viewing one page user doesn’t proceed to another page, Google Analytics considers it a bounce
  • 99. Report #7 Mobile traffic
  • 100. Mobile traffic report displays the data about users accessing your website from mobile devices Benefits: • you can get a clear picture of users visiting your website from mobile (screen resolution, operating system, browser, etc.) • you can increase mobile traffic conversion rate by detecting and eliminating problems mobile users may experience on your site
  • 101. Mobile traffic report
  • 102. Mobile traffic report
  • 103. Analyzing mobile traffic
  • 104. Report #8 404 errors
  • 105. 404 errors report singles out the data about 404 traffic Benefits: • allows to see how frequently users run into non-existent pages • makes it possible to identify the sources of bad links and fix them in order to improve user experience and decrease bounces from website
  • 106. Setting up 404 errors report Go to the website and check in the code 404 error page title
  • 107. Setting up 404 errors report
  • 108. Setting up 404 errors report
  • 109. Setting up 404 errors report
  • 110. More reporting solutions from Google Google’s Solution Gallery
  • 111. Free SEO and CRO audit We would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts. - Quick usability audit of the existing site; - Quick SEO audit and review of existing analytics; - Audit of PPC campaigns; - Technical audit; - Best practices of conversion rate optimization.
  • 112. Please follow
  • 113. Thank you for your attention! Feel free to contact me Elena Ruchko Marketing Assistant at Promodo e-mail: Skype: ruchko_lena