Understanding	  Web	  Analy1cs	  	    Jon	  Whitehead
Who	  is	  Jon	  Whitehead?	  •  Web	  designer/developer	  through	  dotcom	     crash	  •  Analy1cs	  part	  of	  role	 ...
Data,	  Data	  everywhere…	  •  Google	  Analy1cs,	  Omniture,	  Webtrends,	     KISSmetrics,	  Springmetrics,	  Woopra	  ...
How	  do	  we	  cut	  through	  it	  all?	                                                  Metricks.org
ABC	  of	  Web	  Analy1cs	  Understanding	  and	  Focus	  •  Acquisi1on	  -­‐	  How	  do	  prospects	  get	  to	  your	  s...
Consequence	  What	  is	  the	  objec1ve?	  •  Business	  •  Website	  •  Macro	  and	  micro	  goals	      –  Macro	  –	 ...
Goals	  and	  Events	  Objec1ves	  in	  Google	  Analy1cs	  called	  Goals	       Macro	  -­‐	  Leads,	  sales,	  subscrip...
Goal	  setup	  1)	  add	  a	  name	  2)	  This	  goal	  is	  based	  on	  finishing	  on	  a	  certain	  page	  -­‐	  confir...
Acquisi1on	  Where	  are	  prospects	  coming	  from?	  Search,	  Referral,	  Direct	  •  Campaign	  tagging	     hcp://ww...
Ques1on	  the	  data	  •  Use	  business	  ques1ons	      –  How	  are	  our	  campaigns	  performing?	      –  What	  are...
Which	  campaigns	  perform	  best?	                         All	  Traffic	  report	                                        ...
Which	  Keywords	  convert?	  Terms	  that	  have	  good	  traffic	  and	  a	  higher	  than	  site	  average	  conversion	 ...
Which	  Keywords	  convert?	   Terms	  that	  convert	  at	  100%	  -­‐	  use	  in	  content,	  social,	  PPC	  etc	      ...
Which	  elements	  are	  causing	  	                    prospects	  to	  bounce?	  Examine	  page	  and	  devise	  hypothe...
Mobile	  and	  Apps	  Mobile	  App	  Analy1cs	  -­‐	  beta	  hcp://analy1cs.blogspot.com.au/2012/06/measuring-­‐mobile-­‐w...
Call	  tracking	  •  Complete	  view	  of	  leads	  •  Include	  call	  details	  in	  Google	  Analy1cs	      –  Amount	 ...
Notes	  •  Keep	  track	  of	  what	  is	  happening	  that	  could	     influence	  traffic,	  internal	  and	  external	   ...
Final	  Word	  It’s	  not	  about	  how	  much	  data	  you	  have,	  	                   it’s	  what	  you	  do	  with	  ...
…	  That’s	  All	  Folks	  …	                 jon@metricks.org	  	            Twicer:	  @jonny_whitehead	  	         linke...
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Understanding Web Analytics

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Jon Whitehead from Metricks presentation on "Understanding Web Analytics" at River City Labs

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Understanding Web Analytics

  1. 1. Understanding  Web  Analy1cs     Jon  Whitehead
  2. 2. Who  is  Jon  Whitehead?  •  Web  designer/developer  through  dotcom   crash  •  Analy1cs  part  of  role  for  over  10  years  •  Full  1me  Web  Analyst  since  2006  •  Formed  Metricks  2010     Metricks.org
  3. 3. Data,  Data  everywhere…  •  Google  Analy1cs,  Omniture,  Webtrends,   KISSmetrics,  Springmetrics,  Woopra  •  Clicktale,  CrazyEgg,  Lucky  Orange  •  Social  Media  measurement  tools  •  EDM  data  –  Mailchimp,  Icontact,  Vision6  •  App  data  –  Flurry,  Otherlevels  •  And  that’s  just  online!   Metricks.org
  4. 4. How  do  we  cut  through  it  all?   Metricks.org
  5. 5. ABC  of  Web  Analy1cs  Understanding  and  Focus  •  Acquisi1on  -­‐  How  do  prospects  get  to  your  site  •  Behaviour  -­‐  what  do  they  do  on  your  site    •  Consequence  -­‐  what  propor1on  are  doing   what  you  want  them  to   Metricks.org
  6. 6. Consequence  What  is  the  objec1ve?  •  Business  •  Website  •  Macro  and  micro  goals   –  Macro  –  a  sale,  a  lead,  a  download   –  Micro  –  a  like,  a  tweet,  video  watched   Metricks.org
  7. 7. Goals  and  Events  Objec1ves  in  Google  Analy1cs  called  Goals   Macro  -­‐  Leads,  sales,  subscrip1ons   Setup  in  GA  interface  Events   Ac1ons  on  the  site   Macro  and  Micro  -­‐  submit,  play  video,  download   Very  important  for  apps   Needs  code  Measure  what  prospects  are  doing  against  objec1ves   Metricks.org
  8. 8. Goal  setup  1)  add  a  name  2)  This  goal  is  based  on  finishing  on  a  certain  page  -­‐  confirma1on  page  3)  The  thankyou  page  url  4)  Head  Match  from  dropdown  -­‐  matches  the  start  of  the  goal  page  5)  Goal  value  –  value  of  a  lead  6)  1ck  to  setup  a  funnel  -­‐  a  series  of  pages  a  user  progresses  through  7)  the  funnel  steps   Metricks.org
  9. 9. Acquisi1on  Where  are  prospects  coming  from?  Search,  Referral,  Direct  •  Campaign  tagging   hcp://www.metricks.org?   utm_campaign=2012-­‐presenta1ons   &utm_medium=presenta1on   &utm_source=rivercitylabs   Metricks.org
  10. 10. Ques1on  the  data  •  Use  business  ques1ons   –  How  are  our  campaigns  performing?   –  What  are  our  best  keywords?   –  Why  do  I  have  such  high  bounce  rate?  •  Frame  as  ‘which’   –  Which  campaigns  perform  best?   –  Which  keywords  convert?   –  Which  elements  are  causing  prospects  to  bounce?   Metricks.org
  11. 11. Which  campaigns  perform  best?   All  Traffic  report   Metricks.org
  12. 12. Which  Keywords  convert?  Terms  that  have  good  traffic  and  a  higher  than  site  average  conversion  rate   Greater  than  site  average   Metricks.org
  13. 13. Which  Keywords  convert?   Terms  that  convert  at  100%  -­‐  use  in  content,  social,  PPC  etc   100  =  100%  conversion   Metricks.org
  14. 14. Which  elements  are  causing     prospects  to  bounce?  Examine  page  and  devise  hypotheses   No  call  to  ac1on,     Wrong  informa1on,     Slow  page  Use  GA  experiments  Test  different  layouts  Also  Unbounce,  VWO,  Op1mizely   Metricks.org
  15. 15. Mobile  and  Apps  Mobile  App  Analy1cs  -­‐  beta  hcp://analy1cs.blogspot.com.au/2012/06/measuring-­‐mobile-­‐world-­‐introducing.html  hcps://services.google.com/p/forms/mobileappanaly1csbeta/   Metricks.org
  16. 16. Call  tracking  •  Complete  view  of  leads  •  Include  call  details  in  Google  Analy1cs   –  Amount  of  calls   –  Call  dura1on   –  Answered  or  not  •  Can  also  use  with  Adwords  numbers   Metricks.org
  17. 17. Notes  •  Keep  track  of  what  is  happening  that  could   influence  traffic,  internal  and  external   Metricks.org
  18. 18. Final  Word  It’s  not  about  how  much  data  you  have,     it’s  what  you  do  with     the  data  that  is  important   Metricks.org
  19. 19. …  That’s  All  Folks  …   jon@metricks.org     Twicer:  @jonny_whitehead     linkedin.com/in/jonnywhitehead     Training:  hcp://in-­‐a-­‐day.com.au/workshops/website-­‐ training/web-­‐analy1cs-­‐in-­‐a-­‐day/       Metricks.org
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