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

1. for startups

2. @brunobar79

3. Analytics?
Analytics = Traffic Amount?

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

6. 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...

7. Why should I use it?

8. Why should I use it?
It’s useful,

9. Why should I use it?
It’s useful, easy-and-fast to implement

10. Why should I use it?
It’s useful, easy-and-fast to implement and... FREE

11. 10 TIPS TO ROCK
your Analytics account

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

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

14. 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 of
segments)

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 ???!!!!”

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...

17. 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

18. Report available @ Traffic Sources :: Sources :: Search :: Organic

19. Report available @ Traffic Sources :: Search Engine Optimization :: Queries
(Google Webmaster account must be linked)

20. 3 - Traffic Channels Performance
Find who is the winner
Report @ Traffic Sources :: Sources :: All Traffic >>
- Identify the best relationship:
Higher Volume / Lower Cost

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 %

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

23. 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.

24. 4 - Track User Behaviour
Event Tracking
_gaq.push(["_trackEvent", "category", "action", "opt label", opt_int_val]);

25. 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]

26. 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

27. Report available @ Content :: Events :: Top Events
Primary Dimension: Event Label - Secondary Dimension: Event Action

28. 5 - Goal Tracking
It’s all about conversions
- GOAL: The user did something
I wanted like Sign-up, subscribe,
buy, etc.

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

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

31. 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

32. 6 - Funnels
Follow that guy!
- Funnel or Funnel Process: Route of pages that users must go
through to get your goal page

33. 6 - Funnels
Follow that guy!
- Funnel or Funnel Process: Route of pages that users must go
through to get your goal page
- The classic e-commerce example:
Add to cart => Checkout => Shipping Details => Payment
details => Submit Order => Confirmation page (GOAL!)

34. 6 - Funnels
Follow that guy!
- Funnel or Funnel Process: Route of pages that users must go
through 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 >>

35. Report available @ Goals :: Funnel Visualization

36. 7 - Engagement
Do they love me?
- Q: How many returning visitors do I have?
A: Check Reports @Audience => Overview => Returning Visitors

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]);
});

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

39. 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

40. 08 - Use Multiple Dashboards
A great time saver!
Once you know what to measure, create some categories like:
> SEO
> Engagement
> Growth Metrics

41. 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

42. An example dashboard

43. 09 - Automation
Hey you, do my homework!
Automated Reports: Once you know what you need, get it on
your inbox.

44. 09 - Automation
Hey you, do my homework!
Intelligence & Custom Alerts: Be smart and set useful alerts
via 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 month
In conclusion you can track significant drops in revenue, visits,
goal completions and traffic spikes.

45. 10 - The API
Now you can start the integration
Check 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 Explorer
http://ga-dev-tools.appspot.com/explorer/
(it will save you a lot of time building your queries)

46. OK, What about
Startup Metrics?

47. 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...

48. Example Conversion Metrics

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. 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!)

52. Activation First happy user experience
- Define a criteria to measure:
- Example: View +2 pages,
Stay +10 sec, makes +2 Clicks.

53. 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!)

54. 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)

55. 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

56. How to track links?
With URL Tagging
Append 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 ads
or if you are lazy use the URL builder: http://bit.ly/GAurl-builder

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. 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?)

59. Revenue Make the user generate revenue
- Ads (Adsense)
- Subscriptions
- Sell Products
- Whatever

60. Revenue Make the user generate revenue
- Ads (Adsense)
- Subscriptions
- Sell Products
- Whatever
Just make money
(but track those conversions!)

61. My Favorite Resources
Start reading... A LOT !
Google Analytics IQ Lessons: http://bit.ly/GALessons
Top 10 Analytics Resources: http://bit.ly/GAResources
Google Analytics Debugger: http://bit.ly/GADebugger
Advanced Web Metrics with Google Analytics [Book]
These Slides: http://bit.ly/GAforStartups

62. and remember...

63. Analytics
is awesome!

64. @brunobar79
Thanks!