1
ME IN A NUTSHELL
•
•
•
•

10+ Years Online Marketing
E-commerce, Lead Generation & Content Creators
Spin Media since May 2...
TELL ME ABOUT YOU?









3

Editorial | EIC
Branded Entertainment
Audience Development
Front | Back End Develop...
WHAT IS WEB ANALYTICS?
1. The analysis of QUALITATIVE & QUANTITATIVE data from your website and the
competition
2. To driv...
CONTENT IS KING
CONTEXT
Spin.com traffic is up in 2013

5

@charleneiniguez
CONTEXT IS KING
How did Spin.com grow traffic in 2013?
• SEO | Direct Traffic
• Audience Development efforts

6

@charlene...
NEED TO KNOW TERMS
1.

UNIQUE VISITOR | VISITOR
• Unique user, does not expire unless you delete your cookies
• Depending ...
ALMOST DONE – PROMISE!
TIME

ACTIVITY

9:00am

User lands on thefrisky.com
homepage

9:05am

Clicks on weekly horoscope
em...
AUDIENCE: WHO ARE MY
VISITORS?
1.
2.
3.
4.
5.
6.

7.

9

Geography – language, location
Behavior – new users, returning us...
ACQUISITON: HOW DID THEY
GET THERE?
1.
2.
3.
4.
5.
6.

10

Channels – Default or Spin Media defined grouping
Source – i.e....
BEHAVIOR: WHAT DID THEY
DO?
1.
2.
3.
4.
5.
6.
7.

11

Behavior Flow
Site Content – what pages did they visit, what pages d...
BEST | WORST | BOTH |
NEITHER
• Used article titles in 2013 to get to the
PageViews
Avg Time On page
Bounce Rate
breakdown...
CONVERSIONS: CUSTOM
GOALS
•
•

•

•

13

Site w/ Test Goals Set: Stereogum
Pages / Visit
1. High: 5 or more
2. Low: 3 or m...
THE DOG ATE MY HOMEWORK
1.
2.
3.

14

Digital Analytics Fundamental Course – Google
https://analyticsacademy.withgoogle.co...
PLEASE HELP THE PHILIPPINES

http://worldnews.nbcnews.com/_news/2013/11/09/21386694-how-to-helporganizations-offering-reli...
QUESTIONS?

16

@charleneiniguez
Upcoming SlideShare
Loading in …5
×

Spin Sessions | Google Analytics 101

443
-1

Published on

Google Analytics 101 Class Description:

Geared towards SpinMedia employees who are new to Google Analytics or looking for a refresher in the basics. In this course, we focus on providing you with a broad introduction to the terminologies, reports and insights that Google Analytics can generate.

Who are your visitors, how did they get to your site, what did they do while they were there, how can this help you w/ your day to day?

Agenda:

* What is web analytics?
* Important terms
* Report groups
* Audience: who are my visitors?
* Acquisition: how did they get there?
* Behavior: what did they do?
* Conversions: why do they stay? Have a lot of page views?
* Real Life Examples from Spin Media sites

Who should attend:

Content producers / managers, sales / marketing and anyone who wants to learn more about how we currently look at our data.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
443
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
19
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 3 volunteers from different departmentsIntroduce yourself, what you dohow do you use GA today?
  • Have the crowd read the red words
  • Context is King – you need to know what is your question? What is your goal?
  • Need to reviewhttps://support.google.com/analytics/answer/2992042?hl=enFirst Party Cookieshttp://www.lunametrics.com/blog/2010/07/30/absolute-unique-unique-visitors-google-analytics/#sr=g&m=o&cp=or&ct=-tmc&st=(opu%20qspwjefe)&ts=1381964873
  • Show compare dateShow toggle for line graph from visits to pages / visit etcShow week, month, daySample Site: The Frisky30% of users return40% of users do not have flash30% of users stay over a minute60% of users desktop / 40% mobilePagetype explorer report
  • Sample Site: CelebuzzShow plot rows using source data google, foxnews, sc-fbShow secondary dimensionsUs sc-fb and landing page for OctShow how to increase sampling dataShow how to get unsampled report (report requested)Social Data – this is not yet correctly setup for our sitesShow landing pagesShow trackbacksSearch Engine OptimizationShow queries (obfuscated)(not provided) Sept 23
  • Sample Site: SpinAll pages – show filtersShow bestShow worstShow neitherShow 2013 spin analysisShow page path level 1Show custom events (click tracking)
  • A lot more articles are bestStay longer for Worst but bounce a lotMay want to consider increasing “Worst” articles
  • Sample Site: StereogumGoals set Oct 17Date range Oct 20 – Nov 9 (3 wks)Audience > Mobile > DevicesMobile devices, Ipod gets a lot of PV / VIpad and Nexus 7 stay longestAcquisiton > All Traffic > SourceFacebook play the most videos
  • Increasing CommunicationData driven companyShare our wins and learn from each others losses
  • What other types of insights would you like out of it
  • Spin Sessions | Google Analytics 101

    1. 1. 1
    2. 2. ME IN A NUTSHELL • • • • 10+ Years Online Marketing E-commerce, Lead Generation & Content Creators Spin Media since May 2013 Currently working on: • Getting more insights from our analytics • Report automation (revenue & performance) • Contact me! • charlene@spinmedia.com • @charleneiniguez • Hipchat: Charlene Dipaola • Skype: charleneiniguez • Gchat: charleneiniguez • http://www.linkedin.com/in/charleneiniguez 2 @charleneiniguez
    3. 3. TELL ME ABOUT YOU?         3 Editorial | EIC Branded Entertainment Audience Development Front | Back End Developer Integrated Marketing Designer Sales Video @charleneiniguez
    4. 4. WHAT IS WEB ANALYTICS? 1. The analysis of QUALITATIVE & QUANTITATIVE data from your website and the competition 2. To drive continual IMPROVEMENT of the online experience that your customers, and potential customers have, 3. Which translates into your DESIRED OUTCOMES Avinash Kaushik http://www.kaushik.net/avinash/rethink-web-analytics-introducing-web-analytics-20/ 4 @charleneiniguez
    5. 5. CONTENT IS KING CONTEXT Spin.com traffic is up in 2013 5 @charleneiniguez
    6. 6. CONTEXT IS KING How did Spin.com grow traffic in 2013? • SEO | Direct Traffic • Audience Development efforts 6 @charleneiniguez
    7. 7. NEED TO KNOW TERMS 1. UNIQUE VISITOR | VISITOR • Unique user, does not expire unless you delete your cookies • Depending on the set time range 2. VISITS • Unique session • 30 minutes of inactivity 3. PAGEVIEWS • Unique pages visited • A refresh is a pageview • Coming back to the same page is another pageview 7 @charleneiniguez
    8. 8. ALMOST DONE – PROMISE! TIME ACTIVITY 9:00am User lands on thefrisky.com homepage 9:05am Clicks on weekly horoscope email 1 1 1 Clicks back to Dating Don’t’s article via google 11:30am PAGEVIEW Leaves thefrisky.com 9:30am VISITS Clicks on the carousel article about “6 Tips for Managing The 1st Ex Run-in” 9:10am UV 1 1 1 1 Additional Documentation https://support.google.com/analytics/answer/1257084?hl=en 8 @charleneiniguez
    9. 9. AUDIENCE: WHO ARE MY VISITORS? 1. 2. 3. 4. 5. 6. 7. 9 Geography – language, location Behavior – new users, returning users, length of stay | engagement Technology – browser, OS, network, hostname Mobile – device type, mobile devices, mobile device branding , service provider, mobile input selector, mobile OS Custom Variables – Spin Media defined segmentation (page type, test pool, authors, primary tags, published date) Visitor Flow • What pages do people in the US go to more frequently? • What pages do mobile traffic visit? Demographics - TBD @charleneiniguez
    10. 10. ACQUISITON: HOW DID THEY GET THERE? 1. 2. 3. 4. 5. 6. 10 Channels – Default or Spin Media defined grouping Source – i.e. google, yahoo, bing Medium – i.e. organic Campaign – spin media defined UTM tags Social Media Efforts – social network traffic, likes, tweets etc. Search Engine Optimization (Webmaster Tools Synch) @charleneiniguez
    11. 11. BEHAVIOR: WHAT DID THEY DO? 1. 2. 3. 4. 5. 6. 7. 11 Behavior Flow Site Content – what pages did they visit, what pages did they land, where do they exit Site Speed – page timings, speed suggestions Site Search – TBD Custom Events – track clicks (ex. Spin) Experiments In Page Analytics @charleneiniguez
    12. 12. BEST | WORST | BOTH | NEITHER • Used article titles in 2013 to get to the PageViews Avg Time On page Bounce Rate breakdown 2013 64,531,005 0:01:03 71.92% 25,374,700 0:00:30 49.45% • Best Articles w/ “Worst” in title get longer time on Worst 572,852 0:01:11 62.43% page, Best & Worst higher bounce rate 884,621 0:00:46 41.72% Neither 12 37,698,832 0:01:41 73.95%
    13. 13. CONVERSIONS: CUSTOM GOALS • • • • 13 Site w/ Test Goals Set: Stereogum Pages / Visit 1. High: 5 or more 2. Low: 3 or more 3. Site Avg.(Oct 2013): 2.57 Time On Site 1. High: 4 Min, 30 sec 2. Low: 2 Min, 30 sec 3. Site Avg. (Oct 2013): 2 Min, 11 sec Video Played 25% | 100% @charleneiniguez
    14. 14. THE DOG ATE MY HOMEWORK 1. 2. 3. 14 Digital Analytics Fundamental Course – Google https://analyticsacademy.withgoogle.com/course Google Analytics Training & Certification Resources http://www.google.com/analytics/learn/ Top Google Analytics Blogs • http://cutroni.com/blog/ • http://analytics.blogspot.com/ @charleneiniguez
    15. 15. PLEASE HELP THE PHILIPPINES http://worldnews.nbcnews.com/_news/2013/11/09/21386694-how-to-helporganizations-offering-relief-to-typhoon-haiyan-survivors 15 @charleneiniguez
    16. 16. QUESTIONS? 16 @charleneiniguez
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×