Google Analytics MasterclassAdrian BlairHead of eCommerce Partnerships21 Oct 2009                                 Google C...
Agenda: Open your eyes!1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Opti...
Basic principles  Before doing anything else, set clear goals for your site  Data useless unless it drives action   Everyo...
The 10/90 Rule          Software               Software               Brains!                          Google Confidential...
What Skills Do You Need?         Software        Web                 Web       Analysis            Usability           Bra...
What’s your conversion rate?                                                             17.2%                            ...
The impact on your bottom line                      Status Quo   Improved WebsiteVisitors                 400             ...
“Midnight Knowledge” – Key Metrics You Must Know    Metric                                            GA Report1   Bounce ...
Google Analytics OverviewFree, hosted web analytics tool that helps advertisers improve their sitesand increase their mark...
Useful for the entire organization                • Track ROI on all online initiatives from a single report   Executives ...
How It Works                                       Report Data               Secure Google Servers                        ...
Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to ...
Dashboard• Customizable• Drag and drop reports to edit layout• Email individual reports or schedule regular updates• Expor...
Report Structure5 Main Navigation Categories:• Visitors  – Visitor information such as loyalty, language,    and location•...
Site Content• Learn where users are going on your site and how long they are staying there• View trends for every page• Se...
Geography & Location• See which countries, regions and cities are driving traffic to your site• Compare visitors from diff...
Site Design• Understand how your users are accessing the internet• Leverage this knowledge to optimize your site and conte...
Traffic SourcesUnderstand the origins of your site’s traffic                                                Google Confide...
Email Reports• Schedule reports to be delivered via Email• Select format (pdf, csv, xml, tsv) and scheduling (daily, weekl...
Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to ...
Track Goals/Conversions                                       Potential Goals:                                        • E-...
Goal Reporting Analyze conversion data over time on macro or micro levels                                                 ...
Convert Visitors to Customers                            Your visitors  1   Product Information                           ...
Funnel Reporting   Entering the funnel                           Leaving the funnel                             Defined go...
E-Commerce Tracking                      What data can be tracked?                      Transaction Data                  ...
NavigationAnalyze how traffic moves through your site from entrance through goal completion                               ...
Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to ...
Analyze All Marketing Campaigns                                Search MarketingBanner Advertising                         ...
Evaluate Your Campaigns• See which marketing strategies are most effective• Analyze performance at the keyword level• Eval...
Leverage Organic Search• Discover what users search for to reach your site• Identify organic keywords that convert but are...
Understand AdWords Performance• See click and cost data directly from AdWords• Compare spend against conversions• Analyze ...
Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to ...
Advanced Segmentation• Isolate and analyze subsets of your traffic post-data capture• Compare segments and key performance...
Custom Reporting• Create, save, and share reports that are important to your business• Simply drag-and-drop dimensions and...
Motion Charts• Visualize data in four different dimensions and see how they change over time• Quickly and easily uncover t...
Analytics Data Export API• Users can develop client applications to view Analytics data in the form of Google Data API  fe...
Internal Site Search• Understand how your users are searching on your site• Leverage this knowledge to optimize your site ...
New – engagement goals! You now have 20 goals per profile and Engagement goals, based on time on site and pages-per-visit,...
Mobile Reporting                              Standard Websites                              • Track visits from high-end,...
Mobile Apps Tracking   • Android and iPhone SDKs   • Track page views and events, same as websites   • Referrals from Andr...
Intelligence Reports Make faster, smarter decisions with reports that automatically detect and surface significant changes...
Customizable Alerts Tell Google Analytics what you want it to watch for by setting daily, weekly, and monthly triggers on ...
Multiple Custom Variables Define multiple tracking segments based on visitor, session or even webpage- level interactions ...
Advanced Analysis Features Our arsenal of power tools including Secondary Dimensions and Pivoting lets you perform in-dept...
Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to ...
Website Optimiser Enables Two Types of Testing                                      A/B               Website             ...
Multivariate Testing• More powerful• Potential for better results• Best for testing lots of variables at once and...  you’...
Google Confidential and Proprietary
Multivariate Test Ingredients                      Option 1      Option 2    Telephone1   number                         O...
Multivariate Test Ingredients                      Option 1      Option 2    Telephone1   number                         O...
Google Confidential and Proprietary
Google Confidential and Proprietary
Winning   combinationincreased quotes     by 91%!             Google Confidential and Proprietary
A/B test: Setup process                          Google Confidential and Proprietary   54
A/B test: Name your experiment                                 Google Confidential and Proprietary   55
A/B test: Identify test page                               Google Confidential and Proprietary   56
A/B test: Identify conversion page                                     Google Confidential and Proprietary   57
A/B test: Install and validate Javascript tags                                       Google Confidential and Proprietary  ...
A/B test: Preview and start experiment                                     Google Confidential and Proprietary   59
Just launched!   Google Website Optimizer APIContent Management Systems can incorporate GWO directly into their services– ...
Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to ...
Where to get help     Online Courses – eg. Google Conversion University     Webinars - www.google.com/intl/en/adwords/webi...
Google Authorised Consultants                         =                         =                                Google Co...
Google Conversion Professionals (www.google.co.uk/gcp)                                Tool-agnostic business              ...
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Google Analytics Masterclass

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Masterclass delivered at eCommerce Expo, 2010

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Google Analytics Masterclass

  1. 1. Google Analytics MasterclassAdrian BlairHead of eCommerce Partnerships21 Oct 2009 Google Confidential and Proprietary 1
  2. 2. Agenda: Open your eyes!1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to get help Google Confidential and Proprietary 2
  3. 3. Basic principles Before doing anything else, set clear goals for your site Data useless unless it drives action Everyone in the company should have access to the data Google Confidential and Proprietary 3
  4. 4. The 10/90 Rule Software Software Brains! Google Confidential and Proprietary 4
  5. 5. What Skills Do You Need? Software Web Web Analysis Usability Brains! Web Multivariate & A/B Testing Development Google Confidential and Proprietary 5
  6. 6. What’s your conversion rate? 17.2% 4.2% ? ? You Your Average UK ** Amazon Competition * Retail* Coremetrics UK Retail report, March2009** Nielsen Online / Marketing Charts Google Confidential and Proprietary 6
  7. 7. The impact on your bottom line Status Quo Improved WebsiteVisitors 400 400Customers 20 40Conversion Rate 5% 10%Avg. Net Sales £50 £50CPC £1 £1Sales £1,000 £2,000Acquisition Cost £400 £400Profit £600 £1,600AdWords ROI 150% 400% Google Confidential and Proprietary 7
  8. 8. “Midnight Knowledge” – Key Metrics You Must Know Metric GA Report1 Bounce rate Content2 % of visitors who view product/service page Content3 % of visitors who exit after using site search Content4 % of visitors who reach check-out page Content5 Conversion rate Goal Google Confidential and Proprietary 8
  9. 9. Google Analytics OverviewFree, hosted web analytics tool that helps advertisers improve their sitesand increase their marketing ROI Benefits for Marketers • Understand how visitors engage with your site • Compare performance of all marketing efforts from emails to keywords to offline campaigns • Integrated with AdWords but also tracks non-Google campaigns • Identify areas for site improvement • Pinpoint breakdowns in conversion processes • Track e-commerce metrics, such as revenue, average order value, and conversion rates Google Confidential and Proprietary 9
  10. 10. Useful for the entire organization • Track ROI on all online initiatives from a single report Executives • Identify long-term trends in online marketing programs • Capture the most conversions at the lowest possible cost Marketers • Target high return regional markets and market segments • Test various advertising creative for each of your campaigns • Demonstrate the value of your site usability improvements Webmasters • Show how your site design decisions improve website ROI • Identify web design parameters like visitor connection speeds and browser types Google Confidential and Proprietary 10
  11. 11. How It Works Report Data Secure Google Servers Google Confidential and Proprietary 11
  12. 12. Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to get help Google Confidential and Proprietary 12
  13. 13. Dashboard• Customizable• Drag and drop reports to edit layout• Email individual reports or schedule regular updates• Export data to PDF and XML Google Confidential and Proprietary 13
  14. 14. Report Structure5 Main Navigation Categories:• Visitors – Visitor information such as loyalty, language, and location• Traffic Sources – Natural and paid sources of traffic, includes AdWords reports• Content – Pageview information• Goals – Conversion rates and goal paths• Ecommerce (if enabled) – Commerce tracking, visitor loyalty, revenue sources, and product-specific information Google Confidential and Proprietary 14
  15. 15. Site Content• Learn where users are going on your site and how long they are staying there• View trends for every page• Segment the page data to see greater detail Google Confidential and Proprietary 15
  16. 16. Geography & Location• See which countries, regions and cities are driving traffic to your site• Compare visitors from different areas• Learn how they differ by conversion and value Google Confidential and Proprietary 16
  17. 17. Site Design• Understand how your users are accessing the internet• Leverage this knowledge to optimize your site and content Google Confidential and Proprietary 17
  18. 18. Traffic SourcesUnderstand the origins of your site’s traffic Google Confidential and Proprietary 18
  19. 19. Email Reports• Schedule reports to be delivered via Email• Select format (pdf, csv, xml, tsv) and scheduling (daily, weekly, monthly, quarterly) Google Confidential and Proprietary 19
  20. 20. Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to get help Google Confidential and Proprietary 20
  21. 21. Track Goals/Conversions Potential Goals: • E-Commerce • Lead Generation • Brand & Product Awareness • Member AcquisitionPurchases Downloads Registration Google Confidential and Proprietary 21
  22. 22. Goal Reporting Analyze conversion data over time on macro or micro levels Google Confidential and Proprietary 22
  23. 23. Convert Visitors to Customers Your visitors 1 Product Information Eliminate bottlenecks in 2 Shopping Cart your conversion process 3 Checkout Pinpoint where you lose visitors and duplicate successful paths 4 Thank You Page Your Customers Google Confidential and Proprietary 23
  24. 24. Funnel Reporting Entering the funnel Leaving the funnel Defined goal• Examine where visitors enter and exit your conversion process• Identify which site paths lead to the most goal completions• Use your findings to test changes to your site Google Confidential and Proprietary 24
  25. 25. E-Commerce Tracking What data can be tracked? Transaction Data Transaction ID: your internal transaction ID Affiliate or store name Total Tax Shipping City State or region Country Item Data Transaction ID: same as in transaction data SKU Product name Product category or product variation Unit price Quantity Google Confidential and Proprietary 25
  26. 26. NavigationAnalyze how traffic moves through your site from entrance through goal completion Google Confidential and Proprietary 26
  27. 27. Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to get help Google Confidential and Proprietary 27
  28. 28. Analyze All Marketing Campaigns Search MarketingBanner Advertising Email Marketing Determine which marketing initiatives are driving the best traffic to your site SEO, Referrals, Affiliate Programs & Offline Google Confidential and Proprietary 28
  29. 29. Evaluate Your Campaigns• See which marketing strategies are most effective• Analyze performance at the keyword level• Evaluate your ROI based on goal values you have defined Google Confidential and Proprietary 29
  30. 30. Leverage Organic Search• Discover what users search for to reach your site• Identify organic keywords that convert but are not included in your current marketing campaigns• Start bidding on new keywords Google Confidential and Proprietary 30
  31. 31. Understand AdWords Performance• See click and cost data directly from AdWords• Compare spend against conversions• Analyze click and cost trends over time Google Confidential and Proprietary 31
  32. 32. Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to get help Google Confidential and Proprietary 32
  33. 33. Advanced Segmentation• Isolate and analyze subsets of your traffic post-data capture• Compare segments and key performance metrics side by side• Analyze your traffic with predefined or customized segments Google Confidential and Proprietary 33
  34. 34. Custom Reporting• Create, save, and share reports that are important to your business• Simply drag-and-drop dimensions and metrics for customized reports Google Confidential and Proprietary 34
  35. 35. Motion Charts• Visualize data in four different dimensions and see how they change over time• Quickly and easily uncover trends, anomalies, and seasonal changes Google Confidential and Proprietary 35
  36. 36. Analytics Data Export API• Users can develop client applications to view Analytics data in the form of Google Data API feeds• Export Analytics data for any type of use: integrate Analytics data with other data sources, build custom dashboards, visualizations or interfaces, do offline analysis Google Confidential and Proprietary 36
  37. 37. Internal Site Search• Understand how your users are searching on your site• Leverage this knowledge to optimize your site content and keyword campaigns Google Confidential and Proprietary 37
  38. 38. New – engagement goals! You now have 20 goals per profile and Engagement goals, based on time on site and pages-per-visit, in addition to URL-based goals. Google Confidential and Proprietary 38
  39. 39. Mobile Reporting Standard Websites • Track visits from high-end, javascript enabled phones • Filter using Advanced SegmentsMobile Websites• Server-side tracking (PHP, Perl JSP, ASPX)• Works just like Analytics on desktop webpagesSource: 8pt, medium gray Google Confidential and Proprietary 39
  40. 40. Mobile Apps Tracking • Android and iPhone SDKs • Track page views and events, same as websites • Referrals from Android market Google Confidential and Proprietary 40
  41. 41. Intelligence Reports Make faster, smarter decisions with reports that automatically detect and surface significant changes in your key performance metrics that you should be aware of.41 Google Confidential and Proprietary
  42. 42. Customizable Alerts Tell Google Analytics what you want it to watch for by setting daily, weekly, and monthly triggers on different dimensions & metrics, and be notified by email or directly in the Intelligence reports when they happen. Google Confidential and Proprietary 42
  43. 43. Multiple Custom Variables Define multiple tracking segments based on visitor, session or even webpage- level interactions in order to collect site usage data in ways important to your business. Eg. A newspaper can see which sections are popular Confidential and Proprietary Google 43
  44. 44. Advanced Analysis Features Our arsenal of power tools including Secondary Dimensions and Pivoting lets you perform in-depth, on the fly analysis without having to export your data to spreadsheet tools. Google Confidential and Proprietary 44
  45. 45. Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to get help Google Confidential and Proprietary 45
  46. 46. Website Optimiser Enables Two Types of Testing A/B Website Optimiser Multi- variate Google Confidential and Proprietary 46
  47. 47. Multivariate Testing• More powerful• Potential for better results• Best for testing lots of variables at once and... you’re not sure how those variables might interact. Google Confidential and Proprietary
  48. 48. Google Confidential and Proprietary
  49. 49. Multivariate Test Ingredients Option 1 Option 2 Telephone1 number ON OFF2 Client logos ON OFF3 Page title A B4 Form design A B Product5 information ON OFF Google Confidential and Proprietary
  50. 50. Multivariate Test Ingredients Option 1 Option 2 Telephone1 number ON OFF2 Client logos ON OFF34 Page Title Form Design = 32 recipes! A A B B Product5 Information ON OFF Google Confidential and Proprietary
  51. 51. Google Confidential and Proprietary
  52. 52. Google Confidential and Proprietary
  53. 53. Winning combinationincreased quotes by 91%! Google Confidential and Proprietary
  54. 54. A/B test: Setup process Google Confidential and Proprietary 54
  55. 55. A/B test: Name your experiment Google Confidential and Proprietary 55
  56. 56. A/B test: Identify test page Google Confidential and Proprietary 56
  57. 57. A/B test: Identify conversion page Google Confidential and Proprietary 57
  58. 58. A/B test: Install and validate Javascript tags Google Confidential and Proprietary 58
  59. 59. A/B test: Preview and start experiment Google Confidential and Proprietary 59
  60. 60. Just launched! Google Website Optimizer APIContent Management Systems can incorporate GWO directly into their services– launch experiments without touching your code! Over time chartsVisualise performance of experiments over time Google Confidential and Proprietary 60
  61. 61. Agenda…1 Introduction2 Reporting3 Goals4 Optimising Marketing Campaigns5 New Features6 Google Website Optimiser7 Where to get help Google Confidential and Proprietary 61
  62. 62. Where to get help Online Courses – eg. Google Conversion University Webinars - www.google.com/intl/en/adwords/webinars/ Blogs – eg. Conversionroom.blogspot.com; www.kaushik.net “Seminars for Success” Authorised Partners Google Confidential and Proprietary 62
  63. 63. Google Authorised Consultants = = Google Confidential and Proprietary 63
  64. 64. Google Conversion Professionals (www.google.co.uk/gcp) Tool-agnostic business consultants who can help you improve your conversion rate Google Confidential and Proprietary 64
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