10 Questions Entrepreneurs Need to Ask Their Analytics

@AnnieCushing annielytics.com@AnnieCushing annielytics.com
10 QUESTIONS ENTREPRENEURS
NEED TO ASK THEIR ANALYTICS
Annie Cushing Annielytics.com

@AnnieCushing annielytics.com
TOOLS DOC: BIT.LY/TONS-OF-TOOLS

TOOLS DOC: BIT.LY/AUDIT-CHECKLIST

TIP: LOWERCASE BITLY URLS

1. WHICH MARKETING CHANNELS
ARE YOUR UNSUNG HEROES?

LET’S TALK LAST-CLICK ATTRIBUTION

SOCIAL

SOCIAL ORGANIC

SOCIAL ORGANIC EMAIL

SOCIAL ORGANIC EMAIL CPC

$100 credit

LET’S TALK MULTI-CLICK ATTRIBUTION

$25 credit$25 credit$25 credit$25 credit

LAST-CLICK ATTRIBUTION TRAVESTY

MULTI-CHANNEL FUNNELS APPROACH

Life doesn’t lend itself to
LAST CLICK

LAST CLICK AND THE DUGGARS

THANKS A LOT, JOSIE …

ASSISTED CONVERSIONS REPORT

COUPLE RECOMMENDED CHANGES

577%

IMPACT OF ASSISTED CONVERSIONS

FIX: BIT.LY/GA-CAMPAIGN-TAGGING

GINORMOUS CAVEAT
MCF CHANNELS
≠
STANDARD CHANNELS

GOOGLE’S GOOD OL’ BOY SYSTEM

DIRECT DONATED ITS CONVERSIONS

2. WHERE DO YOUR BEST LINKS
COME FROM?

NO STANDARD REPORTS FOR THE JOB

NEW(ISH) FULL REFERRER DIMENSION

SOME SOURCES DON’T HAVE FULL URL

GET REPORT: BIT.LY/REFERRING-URLS

CRITICAL RESOURCE: BIT.LY/API-HELP

VIDEO: BIT.LY/CUSTOM-GA-REPORTS

3. WHAT DO VISITORS SEARCH
YOUR SITE FOR?

SITE SEARCH: VISITORS’ WISHLIST

SEARCH TERMS REPORT

SIGNS SITE SEARCH IS EFFECTIVE

HOW TO SET IT UP

ADMIN > VIEW > VIEW SETTINGS

4. HOW MANY PAGES DOES IT TAKE
TO CONVERT?

DAYS / VISITS TO PURCHASE EASIER

WE’LL HAVE TO GET A LITTLE FANCY

APPLY AN ADVANCED SEGMENT
1
2
3

ANALYZE VISITS THAT CONVERTED
7,686/1,017 =
7.5 pgs to convert

YOU MIGHT HAVE A CRO ISSUE IF …
21,602/595 =
37 pgs to convert

5. SHOULD YOU CONSIDER GOING
RESPONSIVE?

REPORT DRILLDOWN
Device Category
Landing Page

REPORT: BIT.LY/MOBILE-GA-REPORT

MY TOP MOBILE PAGES

YEAH, I SUCK …

6. ARE YOU TAGGING ALL OF YOUR
EMAILS?

1. DESKTOP APPS DON’T PASS REFERER DATA

DESKTOP APPS: NO REFERER DATA

THESE FILES ARE HEADLESS

2. SECURE WEB MAIL PROVIDERS DON’T PASS
REFERER DATA

YAHOO IS LAME NON-SECURE

CONFIRM WITH BOOKMARKLET

SECURE EMAIL A DIFFERENT STORY

BIT.LY/BROWSER-BOOKMARKLET

3. MOBILE DOESN’T PASS MUCH (MOST?) DATA

This client definitely isn’t tagging all emails

7. WHAT ARE YOUR TOP-PERFORMING
PRODUCT CATEGORIES?

DEFAULT REPORT IS PRODUCT

PRODUCT CATEGORY AGGREGATES

MAKE SURE CATEGORIES MAKE SENSE
These are stain colors, not
product categories

CUSTOMIZE: BIT.LY/GA-CATEGORIES

8. SHOULD YOUR SITE GO MULTI-
LINGUAL / -NATIONAL?

CHECK VISITOR COUNTRIES

… AND BROWSER LANGUAGES

CODES: BIT.LY/LANGUAGE-CODES

9. WHICH COMPETITORS ARE
STALKING YOU?

IMPORTANT DISTINCTION

SECONDARY WHUH?

REPORT: BIT.LYNETWORK-PROVIDERS

CAN ALSO CHECK FOR .GOV VISITS

AND VISITS FROM COLLEGES

GROUP THEM WITH A SEGMENT

CREATE AN ADVANCED SEGMENT

THEN APPLY TO NETWORK REPORT

CAN EVEN VIEW LANDING PAGES

10. ARE SITES SCRAPING YOUR SITE?

SCRAPERS DON’T REMOVE GA CODE

LEARN MORE

LINKS: BIT.LY/MICROCONF-BUNDLE

SLIDESHARE: BIT.LY/GA-QUESTIONS

10 Questions Entrepreneurs Need to Ask Their Analytics

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