Google Analytics for Startups
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Google Analytics for Startups

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A different approach, google analytics for startups. This was my presentation for the Google DevFest @ Montevideo, Uruguay on december 2013. You can read the whole story on my blog: ...

A different approach, google analytics for startups. This was my presentation for the Google DevFest @ Montevideo, Uruguay on december 2013. You can read the whole story on my blog: http://thehackerway.co

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Google Analytics for Startups Presentation Transcript

  • 1. for startups
  • 2. @brunobar79
  • 3. Analytics?Analytics = Traffic Amount?
  • 4. Analytics Today___________- Realtime stats- Event Tracking- Goal Tracking- Social Media Stats- Mobile Stats- Integration with the family: Adwords Adsense Google+ Youtube Webmaster Tools Google Experiments
  • 5. Analytics Today___________- Realtime stats- Event Tracking- Goal Tracking- Social Media Stats- Mobile Stats- Integration with the family: Adwords Adsense Google+ Youtube Webmaster Tools Google Experiments FeedBurner and more...
  • 6. Why should I use it?
  • 7. Why should I use it?It’s useful,
  • 8. Why should I use it?It’s useful, easy-and-fast to implement
  • 9. Why should I use it?It’s useful, easy-and-fast to implement and... FREE
  • 10. 10 TIPS TO ROCKyour Analytics account
  • 11. 1 - Use Multiple Profiles To keep data safe, clean and real you should:- Create a DO-NOT-TOUCH profile, then clone it and play
  • 12. 1 - Use Multiple Profiles To keep data safe, clean and real you should:- Create a DO-NOT-TOUCH profile, then clone it and play- Avoid garbage data => A.K.A You playing with the app. Filter by IP, country or just use a different web property for the development stage
  • 13. 1 - Use Multiple Profiles To keep data safe, clean and real you should:- Create a DO-NOT-TOUCH profile, then clone it and play- Avoid garbage data => A.K.A You playing with the app. Filter by IP, country or just use a different web property for the development stage- Create new profiles for long term metrics (instead ofsegments)
  • 14. 2 - Keyword Analysis Let’s talk about SEO...- Main questions to ask yourself: “Users are finding me by the right keywords?” “Did I choose the right keywords?” “Ooops, Did I choose the keywords ???!!!!”
  • 15. 2 - Keyword Analysis Let’s talk about SEO...- Main questions to ask yourself: “Users are finding me by the right keywords?” “Did I choose the right keywords?” “Ooops, Did I choose the keywords ???!!!!”- Check % conversions, Avg. Visit Duration, Page Views and Bounce Rate for each one and think about them...
  • 16. 2 - Keyword Analysis Let’s talk about SEO...- Main questions to ask yourself: “Users are finding me by the right keywords?” “Did I choose the right keywords?” “Ooops, Did I choose the keywords ???!!!!”- Check % conversions, Avg. Visit Duration, Page Views and Bounce Rate for each one and think about them...- Check Country, average position and clicks and then do SEO
  • 17. Report available @ Traffic Sources :: Sources :: Search :: Organic
  • 18. Report available @ Traffic Sources :: Search Engine Optimization :: Queries (Google Webmaster account must be linked)
  • 19. 3 - Traffic Channels Performance Find who is the winner Report @ Traffic Sources :: Sources :: All Traffic >>- Identify the best relationship: Higher Volume / Lower Cost
  • 20. 3 - Traffic Channels Performance Find who is the winner Report @ Traffic Sources :: Sources :: All Traffic >>- Identify the best relationship: Higher Volume / Lower Cost- Get the top 5 and take a look to the Conversion %
  • 21. 3 - Traffic Channels Performance Find who is the winner Report @ Traffic Sources :: Sources :: All Traffic >>- Identify the best relationship: Higher Volume / Lower Cost- Get the top 5 and take a look to the Conversion %- Get the user acquisition value for each channel
  • 22. 3 - Traffic Channels Performance Find who is the winner Report @ Traffic Sources :: Sources :: All Traffic >>- Identify the best relationship: Higher Volume / Lower Cost- Get the top 5 and take a look to the Conversion %- Get the user acquisition value for each channel- Find how to scale the ones that really work.
  • 23. 4 - Track User Behaviour Event Tracking_gaq.push(["_trackEvent", "category", "action", "opt label", opt_int_val]);
  • 24. 4 - Track User Behaviour Event Tracking_gaq.push(["_trackEvent", "category", "action", "opt label", opt_int_val]);• Category: videos, ads, submissions, Activity• Action: Play, click, submit, complete form, mouse action, event name• Label: feature name, downloaded file, form submitted, etc. [optional]• Value: loading time or dollar, always integer [optional]
  • 25. 4 - Track User Behaviour Event Tracking_gaq.push(["_trackEvent", "category", "action", "opt label", opt_int_val]);• Category: videos, ads, submissions, Activity• Action: Event name like Play, click, submit, complete form, mouse action• Label: feature name, downloaded file, form submitted, etc. [optional]• Value: loading time or dollar, always integer [optional]Used for • Flash Events • Downloads • Flash Movie player actions • Loading time of elements • Ajax stuff • JavaScript events • Widgets • Feature Usage
  • 26. Report available @ Content :: Events :: Top EventsPrimary Dimension: Event Label - Secondary Dimension: Event Action
  • 27. 5 - Goal Tracking It’s all about conversions- GOAL: The user did something I wanted like Sign-up, subscribe, buy, etc.
  • 28. 5 - Goal Tracking It’s all about conversions- GOAL: The user did something I wanted like Sign-up, subscribe, buy, etc.- Measure goals = Measure success
  • 29. 5 - Goal Tracking It’s all about conversions- GOAL: The user did something I wanted like Sign-up, subscribe, buy, etc.- Measure goals = Measure success- Types are: URL destination, Visit Duration, Page/Visit, Event
  • 30. 5 - Goal Tracking It’s all about conversions- GOAL: The user did something I wanted like Sign-up, subscribe, buy, etc.- Measure goals = Measure success- Types are: URL destination, Visit Duration, Page/Visit, Event- Only you can (and must) define your goals
  • 31. 6 - Funnels Follow that guy!- Funnel or Funnel Process: Route of pages that users must gothrough to get your goal page
  • 32. 6 - Funnels Follow that guy!- Funnel or Funnel Process: Route of pages that users must gothrough to get your goal page- The classic e-commerce example: Add to cart => Checkout => Shipping Details => Payment details => Submit Order => Confirmation page (GOAL!)
  • 33. 6 - Funnels Follow that guy!- Funnel or Funnel Process: Route of pages that users must gothrough to get your goal page- The classic e-commerce example: Add to cart => Checkout => Shipping Details => Payment details => Submit Order => Confirmation page (GOAL!)- Helps you to find where are the problems and where people are leaving the process. Goal Funnel Setup Example >>
  • 34. Report available @ Goals :: Funnel Visualization
  • 35. 7 - Engagement Do they love me?- Q: How many returning visitors do I have? A: Check Reports @Audience => Overview => Returning Visitors
  • 36. 7 - Engagement Do they love me? - Q: How many returning visitors do I have? A: Check Reports @Audience => Overview => Returning Visitors - Q: How many of them have login this week? A: Add a goal to track logins (3 lines of Javascript!)document.getElementById(“btn_login”).addEventListener(click, function(e){ _gaq.push(["_trackEvent", "user", "click", "login", 1]);});
  • 37. 7 - Engagement Do they love me? - Q: How many returning visitors do I have? A: Check Reports @Audience => Overview => Returning Visitors - Q: How many of them have login this week? A: Add a goal to track logins (3 lines of Javascript!)document.getElementById(“btn_login”).addEventListener(click, function(e){ _gaq.push(["_trackEvent", "user", "click", "login", 1]);});- Q: How many daily users do I have? A: Segment Returning visitors who have completed Login Goal
  • 38. 7 - Engagement Do they love me? - Q: How many returning visitors do I have? A: Check Reports @Audience => Overview => Returning Visitors - Q: How many of them have login this week? A: Add a goal to track logins (3 lines of Javascript!)document.getElementById(“btn_login”).addEventListener(click, function(e){ _gaq.push(["_trackEvent", "user", "click", "login", 1]);}); - Q: How many daily users do I have? A: Segment Returning visitors who have completed Login Goal- Q: How much time they spent on my site? A: Check the average time on site in any report and segment by returning visitors
  • 39. 08 - Use Multiple Dashboards A great time saver!Once you know what to measure, create some categories like:> SEO> Engagement> Growth Metrics
  • 40. 08 - Use Multiple Dashboards A great time saver!Once you know what to measure, create some categories like:> SEO> Engagement> Growth Metrics- Find reports and “Add to Dashboard”- Filter data and choose the best view for a quick look- Link those widgets to reports
  • 41. An example dashboard
  • 42. 09 - Automation Hey you, do my homework!Automated Reports: Once you know what you need, get it onyour inbox.
  • 43. 09 - Automation Hey you, do my homework!Intelligence & Custom Alerts: Be smart and set useful alertsvia email when X events are triggered.Some Examples:- Revenues goes down > 50% compared to last day- Visits drops > 50% compared to last day- Visits grows > 50 % compared to last monthIn conclusion you can track significant drops in revenue, visits,goal completions and traffic spikes.
  • 44. 10 - The API Now you can start the integrationCheck out: http://developers.google.com/analytics/and look for the Core Reporting API v3- Lots of wrappers for your language of choice- Really easy to integrate with your system.Before start coding => Google Analytics Query Explorerhttp://ga-dev-tools.appspot.com/explorer/(it will save you a lot of time building your queries)
  • 45. OK, What aboutStartup Metrics?
  • 46. Customer Lifecycle/ Conversion Behavior A cquisition : Users come to site from different channels A ctivation : User enjoy 1st visit - “Happy” user experience R etention : User come back, visit site multiple times R eferral : User like the product enough to refer others R evenue : User conduct some monetization behavior Google “Startup Metrics for Pirates” - A must see...
  • 47. Example Conversion Metrics
  • 48. Acquisition Find the best marketing channels - Largest Volume (#) Find that traffic source! - Then find the ones ... - With the lower cost($) (adwords, facebook, SEO) - Then merge that ones ... - With the best performing (%) (It’s all about conversions!)
  • 49. Acquisition Find the best marketing channels - Largest Volume (#) Find that traffic source! - Then find the ones ... - With the lower cost($) (adwords, facebook, SEO) - Then merge that ones ... - With the best performing (%) (It’s all about conversions!)
  • 50. Acquisition Find the best marketing channels - Largest Volume (#) Find that traffic source! - Then find the ones ... - With the lower cost($) (adwords, facebook, SEO) - Then merge that ones ... - With the best performing (%) (It’s all about conversions!)
  • 51. Activation First happy user experience- Define a criteria to measure:- Example: View +2 pages, Stay +10 sec, makes +2 Clicks.
  • 52. Activation First happy user experience- Define a criteria to measure: - Make people to engage- Example: View +2 pages, - Lots of A/B testing until get it Stay +10 sec, makes +2 Clicks. (Google Experiments!)
  • 53. Retention Make the user to come back!Use everything that could help to make the user to come back:> AUTOMATED EMAILS- Lifecycle @3, 7 and 30 days- Status emails (weekly or monthly)- Event based emails (news, releases, etc)
  • 54. Retention Make the user to come back!Use everything that could help to make the user to come back:> AUTOMATED EMAILS > RSS, Blogging,- Lifecycle @3, 7 and 30 days Social Networks- Status emails (weekly or monthly)- Event based emails (news, releases, etc) BUT... TRACK THOSE LINKS
  • 55. How to track links?With URL TaggingAppend this parameters to your urls:- utm_campaign - Product, promo code, slogan- utm_medium - Marketing medium (CPC, banner, email)- utm_source - Referrer name (Google, mailchimp, twitter, etc.)And you can also add:- utm_term - used to identify the paid keywords- utm_content - used to differentiate adsor if you are lazy use the URL builder: http://bit.ly/GAurl-builder
  • 56. Referral Make users to tell their friends DO NOT GO VIRAL UNTIL YOU DON’T SUCK! After that ... track those referrals! Make really easy: - Social Network Sharing - Email Sharing - Beta Invite System (Remember Gmail?)
  • 57. Referral Make users to tell their friends DO NOT GO VIRAL UNTIL YOU DON’T SUCK! After that ... track those referrals! Make really easy: - Social Network Sharing - Email Sharing - Beta Invite System (remember Gmail?)
  • 58. Revenue Make the user generate revenue - Ads (Adsense) - Subscriptions - Sell Products - Whatever
  • 59. Revenue Make the user generate revenue - Ads (Adsense) - Subscriptions - Sell Products - Whatever Just make money (but track those conversions!)
  • 60. My Favorite Resources Start reading... A LOT !Google Analytics IQ Lessons: http://bit.ly/GALessonsTop 10 Analytics Resources: http://bit.ly/GAResourcesGoogle Analytics Debugger: http://bit.ly/GADebuggerAdvanced Web Metrics with Google Analytics [Book]These Slides: http://bit.ly/GAforStartups
  • 61. and remember...
  • 62. Analyticsis awesome!
  • 63. @brunobar79 Thanks!