GoMeasure SG & KL - Analytics 101 Presentation

Google Analytics 101 Rachit Dayal Principal Consultant, Happy Marketer gplus.to/rachitdayal twitter.com/rachitdayal happymarketer.com

Rachit Dayal – Profile
Principal Consultant, Happy Marketer
Lead Consultant on all Google Analytics projects
12+ years of Web experience,
SEO – Over 50 websites optimized
SEM – $500,000 spend managed
Conversion – $5 million of online sales
Websites – 11+ years of experience
Singapore’s first Google Certified
AdWords Professional (Jan 2006)
Analytics Professional (Mar 2009)

Rachit’s Story

About Happy Marketer
Google Analytics Consultants & Trainers
2+ years old, headquartered in Singapore
Provides Installation, Management and Training Services
Clients include Starhub, JobStreet, AirAsia, Phillip Capital, Tourism New Zealand
Focused on bringing market leading thought leadership in Web Analytics to APAC
Vibrant Training/Consulting arm – trained over 1500 professionals in less than 2 years
Yahoo & Google Certified Partners
Dedicated to Transparency of Processes, Progress and Billing with Clients

Our Google Analytics Services
Trainings & Workshops
101: Introduction & Principles
102: SME Web Analytics & Reporting
103: Web Analytics for Enterprises
201: Advanced Data Analysis
301: Advanced Tech & Implementations
Services
Installation (Single site, Multi-site etc)
Setting up Profiles (Diff teams & marketing sources)
Ecommerce Tracking, Advanced Goals & Funnels
Troubleshooting with Data and Code Audits
Maintenance, URL Tagging & Other Retainer Activities

Agenda
What is Google Analytics?
Web Analytics Gibbrish
Features & Interface
Advanced Features

If a tree falls in a forest …
And no one is there to hear it …
Does it make a sound?
A Tree In A Forest …

Biggest Marketing Medium - Digital

The Need for Web Analytics
If you have a lot of activities dedicated to sending traffic to your site …
But you can’t accurately measure the results of those activities …
Did that effort just go to waste??

What is Google Analytics?

Provides Answers to Difficult Questions

Answers for
What browsers are they using?
Do they use Flash? What about Javascript?
Which campaigns are bringing sales?
What keywords are good for business?
What’s the ROI on my marketing investment?
Where do people drop out of our sales funnel?
marketers designers management

How Google Analytics Works

Google Analytics Tracking Code (GATC)

Web Analytics Gibberish

Visitor (or Absolute Unique Visitor)
A visitor is uniquely identified by a Google Analytics visitor cookie

Visit
A visit (or session ) is a period of interaction between a browser and website.
Closing the browser or staying inactive for 30 minutes ends the session.

Pageview
A pageview is counted every time a page on your website loads

Pageviews, Visits & Visitors

New vs Returning
New Visitors have visited for the first time
Repeat Visitors have previously visited the site

Bounce Rate
A bounce occurs when a visitor only views one page
The bounce rate is the percentage of visitors who left after viewing just one page.

Time on Site

Campaign Tagging

How can I make my marketing campaigns more effective & accountable? How can I compare my various online marketing efforts against common metrics? How can I see how ad content influences visit quality?

Benefits of Campaign Tagging
Make advertising accountable
Measure the effectiveness of your advertising efforts
Export and map to ad cost data for “Return on Ad Spend”
See all “post-click” performance in one place
Common metrics allow for an “apples to apples” comparison
Integrated reporting means campaign data is available in all GA reports
3. Increase AdWords accountability*
Tight integration with AdWords reveals more data than any other tool
Dedicated AdWords reports in Google Analytics can aid optimization

How do I tag a Destination URL?
A “Destination URL” is where your visitor will land after clicking an ad or link
example: www.mysite.com/specificlandingpage.html
Tags are added after the URL, and must be separated by a ? or a #
You may need to test both options to find the solution that works for your site
Do not add a second ? or a # if you already have one of them in your URL
example: www.mysite.com/specificlandingpage.html#
You must use tags that GA can recognize
The standard tags are utm_source, utm_medium, utm_campaign, utm_term, and utm_content.
www.mysite.com/specificlandingpage.html#utm_source=google&utm_medium=cpc&utm_campaign=analytics&utm_term=analytics&utm_content=tagging

1. Campaign Name
Name – Strategic Title for Campaign
Chinese New Year promotion (cny)
Christmas promotion (christmas)
Autoresponder followup sequence (autoresponder)
Winter Olympics (winterolympics)
Be Connected (beconnected)

2. Campaign Medium
Medium – Online Source of Traffic
Banner Ads (banner)
Email Blasts (email)
Search Advertising (cpc)
Television Commercials (tvc)
Direct Mail (directmail)
Social Media (socialmedia)

3. Campaign Source
Source – Name of specific referrer
Google (google)
Yahoo (yahoo)
Facebook (facebook)
StreetDirectory Banners (streetdirectory)
April Newsletter (newsletter4)

4. Term & 5. Content (both optional)
Term – Identify paid keywords
Content – Used to Differentiate Ads
Ad with Child (childad)
Ad with Computer (computerad)
Ad with Guarantee (guaranteead)

Example Campaign Tags: Paid Search
Organic search is automatically measured with Google Analytics!
Dimension URL Tag Recommendation Tips Medium &utm_medium= cpc Always use lowercase Source &utm_source= google bing yahoo Exclude http://www and .com Always use lowercase Campaign &utm_campaign= campaign-name campaign-name-ad-group Keyword &utm_term= actual term {keyword} for Google and Bing {YSKEY} for Yahoo! The brackets should dynamically insert the keyword. Testing may be required for this to function. Ad Content &utm_content= ad-headline internal-ad-identifier

Example Campaign Tags: Site Placements Dimension URL Tag Recommendation Tips Medium &utm_medium= display content-text (non-search text ads) Always use lowercase Source &utm_source= Actual placement name “ category” (if category-targeting) nytimes.com Exclude http://www Always use lowercase Campaign &utm_campaign= campaign-name campaign-name-flight-dates Keyword &utm_term= don’t use Ad Content &utm_content= ad-copy-ad-format-size internal-ad-identifier ad-copy-target-audience Include good identification clues, image ads don’t appear in reports

Example Campaign Tags: Social
Use link-shorteners like goo.gl or bit.ly to compress long URLs
Don’t include personally identifiable information, like names
Dimension URL Tag Recommendation Tips Medium &utm_medium= social Always use lowercase Source &utm_source= social network URL shortlink-url facebook twitter Exclude http://www and .com Always use lowercase Campaign &utm_campaign= promotion-name program-intent ( increase-likes ) Remind your future self what you hoped to achieve Keyword &utm_term= don’t use Ad Content &utm_content= social-“seed”/endorser content-clue-time-date-sent

Example Campaign Tags: Affiliates
“ Affiliates” could include “formal affiliate programs”, compensated bloggers, or even social programs that encourage a user to share a link with friends after they purchase
Dimension URL Tag Recommendation Tips Medium &utm_medium= affiliate Always use lowercase Source &utm_source= affiliate-website.com affiliate-program-name Exclude http://www Always use lowercase Campaign &utm_campaign= affiliate-type Keyword &utm_term= don’t use Ad Content &utm_content= affiliate-ID affiliate-ID-product-name Don’t use personally-identifiable information

Example Campaign Tags: Email
Tag all links in the email, consider adding clues in “Ad Content” to identify specific areas in the email (headline, body, image, etc)
Don’t include personally identifiable information, like email addresses
Dimension URL Tag Recommendation Tips Medium &utm_medium= email Always use lowercase Source &utm_source= email-list-name email-list-description Campaign &utm_campaign= promotion-name newsletter-name-featured-product Keyword &utm_term= don’t use Ad Content &utm_content= email-version-time-date-sent time-date-sent-target-audience

Example Campaign Tags: Mobile Dimension URL Tag Recommendation Tips Medium &utm_medium= mobile Always use lowercase Source &utm_source= mobile-placement-URL app-name (when available) mobile-network (if URL unavailable) Exclude http://www Campaign &utm_campaign= campaign-name campaign-name-start-date Keyword &utm_term= don’t use unless for search Ad Content &utm_content= ad-type-ad-headline ad-copy for ad-type, indicate if it was text, display, local, etc

Example Campaign Tags: Offline & Misc
For offline media, use a “vanity URL” that redirects to a URL with campaign tags
Dimension URL Tag Recommendation Tips Medium &utm_medium= product-search commercial video local Always use lowercase Source &utm_source= amazon google-product-search offline youtube hulu yelp Exclude http://www and .com For offline, use the newspaper name or tv channel name if possible Campaign &utm_campaign= commercial-campaign-name e-commerce Keyword &utm_term= don’t use Ad Content &utm_content= product-name commercial-name-offline/online video-name

Google Analytics URL Builder
Google Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

Tagging the URL Builder (Step 1)
Source – Publication sending traffic (Twitter, Yelp, Facebook)

Medium – Type of traffic (CPC, Social Media, Email)

Medium – Type of traffic (CPC, Social Media, Email)
Campaign Name – Title of campaign or initative (Christmas)

What does it finally look like?
http://www.kittensupply.com ? utm_source=youtube & utm_medium=social & utm_campaign=cutestkitten

Real World Issues

Ownership – IT vs Marketing
Who installs the code?
Who manages change requests?
Who sends out Tracking URLs?
Who sends out reports?
Who analyzes the data?

Analytics on Every Page

Analytics on Every Page
Check Analytics Installation Before …
Launching a new campaign
Requesting data on a URL
Launching a new mini-site
Doing a site revamp

Default script only works for 1 TLD

Default script only works for 1 TLD
Three versions of the script are available:
For one TLD
Only www.domain.com
For one TLD and Subdomains
www.domain.com and ecommerce.domain.com
For multiple TLDs
www.domain1.com and www.domain2.com

GA Features

Today’s Guest – GoodbyeIBS.com

Google Analytics Data
Visitors
Traffic
Content
Conversions

Features - Visitors

Demographic Information

Demographics - Location

Demographics - Language

Behaviour Information

Behaviour – New vs Returning

Behaviour - Frequency

Behaviour - Recency

Technology Information

Technology – Browsers

Technology - OS

Technology – Screen Resolution

Technology – Mobile OS

Social Usage

Social - Engagement

Mobile Usage

Mobile – Usage & Devices

Cool Customer Segments
Registered Users vs Non Registered Users
Logged In Users vs Non Logged In Users
Search vs Email vs Display
Business Section Readers vs Gossip Section Readers

Detailed Visitor Profile

Features - Traffic

Traffic Sources Explained

Campaign Attribution

Traffic – Incoming Sources

Traffic - Referrals

Traffic - Search

Traffic – AdWords Analysis

Traffic – Other Mediums To Track
Email Marketing
Social Media Marketing
Site Placements & Partnerships
Display Ads
Radio/TV Ads

Traffic - Summary

Features - Content

Site Content

Content – Popular Pages

Content – Landing Pages

Content Exit Pages

Content – Site Search

Content - Site Speed

Content – Site Search Usage

Content – Site Search Terms

Scenarios

Content - Events

Events - Flash & Movies

Events - Downloads

Events – Rich User Interfaces

Content – AdSense

Features - Conversions

Conversions - Goals

What is a Goal?
In Google Analytics, a goal represents a website objective, such as:
A page viewed by the visitor once they have completed a desired action
A specified amount of time spent by the visitor on the website
A specified number of pages viewed by the visitor on the website

Examples of Goals

Possible Goals
Ecommerce Sales
Software Download
Account Signup
Contact Form
White Paper Downloads
Flash Events (Audio/Video plays)

Goals in Reports

Funnels – Why Define Them?
A series of pages through which a visitor must pass before reaching the goal
A funnel allows you to:
Examine where visitors enter and exit the conversion process
Eliminate bottlenecks in your process
Identify which site paths lead to most goal completions
Use your findings to test changes on the site

Conversions - Ecommerce

Happy Marketer’s Clients

Our Google Analytics Services
Trainings & Workshops
101: Introduction & Principles
102: SME Web Analytics & Reporting
103: Web Analytics for Enterprises
201: Advanced Data Analysis
301: Advanced Tech & Implementations
Services
Installation (Single site, Multi-site etc)
Setting up Profiles (Diff teams & marketing sources)
Ecommerce Tracking, Advanced Goals & Funnels
Troubleshooting with Data and Code Audits
Maintenance, URL Tagging & Other Retainer Activities

THANK YOU gplus.to/rachitdayal twitter.com/rachitdayal happymarketer.com

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GoMeasure SG & KL - Analytics 101 Presentation

by Happy Marketer Private Ltd on Sep 07, 2011

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GoMeasure SG & KL - Analytics 101 Presentation — Presentation Transcript