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: http://thehackerway.co

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Google Analytics for Startups

  1. 1. for startups
  2. 2. @brunobar79
  3. 3. Analytics?Analytics = Traffic Amount?
  4. 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. 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. 6. Why should I use it?
  7. 7. Why should I use it?It’s useful,
  8. 8. Why should I use it?It’s useful, easy-and-fast to implement
  9. 9. Why should I use it?It’s useful, easy-and-fast to implement and... FREE
  10. 10. 10 TIPS TO ROCKyour Analytics account
  11. 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. 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. 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. 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. 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. 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. 17. Report available @ Traffic Sources :: Sources :: Search :: Organic
  18. 18. Report available @ Traffic Sources :: Search Engine Optimization :: Queries (Google Webmaster account must be linked)
  19. 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. 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. 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. 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. 23. 4 - Track User Behaviour Event Tracking_gaq.push(["_trackEvent", "category", "action", "opt label", opt_int_val]);
  24. 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. 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. 26. Report available @ Content :: Events :: Top EventsPrimary Dimension: Event Label - Secondary Dimension: Event Action
  27. 27. 5 - Goal Tracking It’s all about conversions- GOAL: The user did something I wanted like Sign-up, subscribe, buy, etc.
  28. 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. 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. 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. 31. 6 - Funnels Follow that guy!- Funnel or Funnel Process: Route of pages that users must gothrough to get your goal page
  32. 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. 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. 34. Report available @ Goals :: Funnel Visualization
  35. 35. 7 - Engagement Do they love me?- Q: How many returning visitors do I have? A: Check Reports @Audience => Overview => Returning Visitors
  36. 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. 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. 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. 39. 08 - Use Multiple Dashboards A great time saver!Once you know what to measure, create some categories like:> SEO> Engagement> Growth Metrics
  40. 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. 41. An example dashboard
  42. 42. 09 - Automation Hey you, do my homework!Automated Reports: Once you know what you need, get it onyour inbox.
  43. 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. 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. 45. OK, What aboutStartup Metrics?
  46. 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. 47. Example Conversion Metrics
  48. 48. Acquisition Find the best marketing channels - Largest Volume (#) Find that traffic source! - Then find the ones ... - With the lower cost($) (adwords, facebook, SEO) - Then merge that ones ... - With the best performing (%) (It’s all about conversions!)
  49. 49. Acquisition Find the best marketing channels - Largest Volume (#) Find that traffic source! - Then find the ones ... - With the lower cost($) (adwords, facebook, SEO) - Then merge that ones ... - With the best performing (%) (It’s all about conversions!)
  50. 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. 51. Activation First happy user experience- Define a criteria to measure:- Example: View +2 pages, Stay +10 sec, makes +2 Clicks.
  52. 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. 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. 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. 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. 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. 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. 58. Revenue Make the user generate revenue - Ads (Adsense) - Subscriptions - Sell Products - Whatever
  59. 59. Revenue Make the user generate revenue - Ads (Adsense) - Subscriptions - Sell Products - Whatever Just make money (but track those conversions!)
  60. 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. 61. and remember...
  62. 62. Analyticsis awesome!
  63. 63. @brunobar79 Thanks!

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