After setup - Custom advanced segments are very valuable for split testing.
Transcript of "Making Better Decisions with Google Analytics"
Decisions with Google
Director, Paid Search and Analytics
The measurement, collection, analysis and reporting
of internet data for purposes of understanding and optimizing
Web Analytics 2.0 (Avinash Kaushik)
1.the analysis of qualitative and quantitative data from your
website and the competition,
2.to drive a continual improvement of the online
experience that your customers, and potential customers
3.which translates into your desired outcomes (online and
Checklist for Analytics
Ensure Google Analytics is set up properly and is
installed throughout your site. Track everything!
Set up goals with values (or Ecommerce tracking)
Segment, segment, segment
A/B testing to improve conversion rates
Heat Maps to understand the user experience
Common Problems with Setup
Bounce rate too good to be true (around 10%)
Likely fix: Make sure there is only one instance of Google Analytics on each page
See your own website listed as a referral site
Likely fix: One or more of you pages doesn’t have the correct tracking code installed
“(not set)” showing up as keyword in search reports
Likely fix: Make sure that you have auto tagging enabled in your AdWords settings
Large spikes in Direct traffic
Likely fix: Make sure that you are tagging email links with campaign parameters
Content Report showing unique URLs for content that is not
Likely fix: Exclude URL query parameters under the Profile Settings
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