GoMeasure SG & KL - Analytics 101 Presentation


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  • Google Analytics is a free Web Analytics / Statistics tool that is hosted by Google. Google Analytics shows you how visitors actually find and use your site, so you’ll be able to make informed decisions about the site design and site content, improve your site’s ability to convert more visitors into customers, track the performance of your keywords, ad and other marketing campaigns
  • GoMeasure SG & KL - Analytics 101 Presentation

    1. 1. Google Analytics 101 Rachit Dayal Principal Consultant, Happy Marketer gplus.to/rachitdayal twitter.com/rachitdayal happymarketer.com
    2. 3. Rachit Dayal – Profile <ul><li>Principal Consultant, Happy Marketer </li></ul><ul><ul><li>Lead Consultant on all Google Analytics projects </li></ul></ul><ul><ul><li>12+ years of Web experience, </li></ul></ul><ul><ul><ul><li>SEO – Over 50 websites optimized </li></ul></ul></ul><ul><ul><ul><li>SEM – $500,000 spend managed </li></ul></ul></ul><ul><ul><ul><li>Conversion – $5 million of online sales </li></ul></ul></ul><ul><ul><ul><li>Websites – 11+ years of experience </li></ul></ul></ul><ul><ul><li>Singapore’s first Google Certified </li></ul></ul><ul><ul><ul><li>AdWords Professional (Jan 2006) </li></ul></ul></ul><ul><ul><ul><li>Analytics Professional (Mar 2009) </li></ul></ul></ul>
    3. 4. Rachit’s Story
    4. 5. About Happy Marketer <ul><li>Google Analytics Consultants & Trainers </li></ul><ul><ul><li>2+ years old, headquartered in Singapore </li></ul></ul><ul><ul><li>Provides Installation, Management and Training Services </li></ul></ul><ul><ul><li>Clients include Starhub, JobStreet, AirAsia, Phillip Capital, Tourism New Zealand </li></ul></ul><ul><ul><li>Focused on bringing market leading thought leadership in Web Analytics to APAC </li></ul></ul><ul><ul><li>Vibrant Training/Consulting arm – trained over 1500 professionals in less than 2 years </li></ul></ul><ul><ul><li>Yahoo & Google Certified Partners </li></ul></ul><ul><ul><li>Dedicated to Transparency of Processes, Progress and Billing with Clients </li></ul></ul>
    5. 6. Our Google Analytics Services <ul><ul><li>Trainings & Workshops </li></ul></ul><ul><ul><ul><li>101: Introduction & Principles </li></ul></ul></ul><ul><ul><ul><li>102: SME Web Analytics & Reporting </li></ul></ul></ul><ul><ul><ul><li>103: Web Analytics for Enterprises </li></ul></ul></ul><ul><ul><ul><li>201: Advanced Data Analysis </li></ul></ul></ul><ul><ul><ul><li>301: Advanced Tech & Implementations </li></ul></ul></ul><ul><ul><li>Services </li></ul></ul><ul><ul><ul><li>Installation (Single site, Multi-site etc) </li></ul></ul></ul><ul><ul><ul><li>Setting up Profiles (Diff teams & marketing sources) </li></ul></ul></ul><ul><ul><ul><li>Ecommerce Tracking, Advanced Goals & Funnels </li></ul></ul></ul><ul><ul><ul><li>Troubleshooting with Data and Code Audits </li></ul></ul></ul><ul><ul><ul><li>Maintenance, URL Tagging & Other Retainer Activities </li></ul></ul></ul>
    6. 7. Agenda <ul><li>What is Google Analytics? </li></ul><ul><li>Web Analytics Gibbrish </li></ul><ul><li>Features & Interface </li></ul><ul><li>Advanced Features </li></ul>
    7. 8. <ul><li>If a tree falls in a forest … </li></ul><ul><li>And no one is there to hear it … </li></ul><ul><li>Does it make a sound? </li></ul>A Tree In A Forest …
    8. 9. Biggest Marketing Medium - Digital
    9. 10. The Need for Web Analytics <ul><li>If you have a lot of activities dedicated to sending traffic to your site … </li></ul><ul><li>But you can’t accurately measure the results of those activities … </li></ul><ul><li>Did that effort just go to waste?? </li></ul>
    10. 11. What is Google Analytics?
    11. 12. Provides Answers to Difficult Questions
    12. 13. Answers for <ul><li>What browsers are they using? </li></ul><ul><li>Do they use Flash? What about Javascript? </li></ul><ul><li>Which campaigns are bringing sales? </li></ul><ul><li>What keywords are good for business? </li></ul><ul><li>What’s the ROI on my marketing investment? </li></ul><ul><li>Where do people drop out of our sales funnel? </li></ul>marketers designers management
    13. 14. How Google Analytics Works
    14. 15. Google Analytics Tracking Code (GATC)
    15. 16. Web Analytics Gibberish
    16. 17. Visitor (or Absolute Unique Visitor) <ul><li>A visitor is uniquely identified by a Google Analytics visitor cookie </li></ul>
    17. 18. Visit <ul><li>A visit (or session ) is a period of interaction between a browser and website. </li></ul><ul><li>Closing the browser or staying inactive for 30 minutes ends the session. </li></ul>
    18. 19. Pageview <ul><li>A pageview is counted every time a page on your website loads </li></ul>
    19. 20. Pageviews, Visits & Visitors
    20. 21. New vs Returning <ul><li>New Visitors have visited for the first time </li></ul><ul><li>Repeat Visitors have previously visited the site </li></ul>
    21. 22. Bounce Rate <ul><li>A bounce occurs when a visitor only views one page </li></ul><ul><li>The bounce rate is the percentage of visitors who left after viewing just one page. </li></ul>
    22. 23. Time on Site
    23. 24. Campaign Tagging
    24. 25. 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?
    25. 26. Benefits of Campaign Tagging <ul><ul><li>Make advertising accountable </li></ul></ul><ul><ul><ul><li>Measure the effectiveness of your advertising efforts </li></ul></ul></ul><ul><ul><ul><li>Export and map to ad cost data for “Return on Ad Spend” </li></ul></ul></ul><ul><ul><li>See all “post-click” performance in one place </li></ul></ul><ul><ul><ul><li>Common metrics allow for an “apples to apples” comparison </li></ul></ul></ul><ul><ul><ul><li>Integrated reporting means campaign data is available in all GA reports </li></ul></ul></ul><ul><ul><li>3. Increase AdWords accountability* </li></ul></ul><ul><ul><ul><li>Tight integration with AdWords reveals more data than any other tool </li></ul></ul></ul><ul><ul><ul><li>Dedicated AdWords reports in Google Analytics can aid optimization </li></ul></ul></ul>
    26. 27. How do I tag a Destination URL? <ul><li>A “Destination URL” is where your visitor will land after clicking an ad or link </li></ul><ul><ul><li>example: www.mysite.com/specificlandingpage.html </li></ul></ul><ul><li>Tags are added after the URL, and must be separated by a ? or a # </li></ul><ul><ul><li>You may need to test both options to find the solution that works for your site </li></ul></ul><ul><ul><li>Do not add a second ? or a # if you already have one of them in your URL </li></ul></ul><ul><ul><li>example: www.mysite.com/specificlandingpage.html# </li></ul></ul><ul><li>You must use tags that GA can recognize </li></ul><ul><ul><li>The standard tags are utm_source, utm_medium, utm_campaign, utm_term, and utm_content. </li></ul></ul>www.mysite.com/specificlandingpage.html#utm_source=google&utm_medium=cpc&utm_campaign=analytics&utm_term=analytics&utm_content=tagging
    27. 28. 1. Campaign Name <ul><li>Name – Strategic Title for Campaign </li></ul><ul><ul><li>Chinese New Year promotion (cny) </li></ul></ul><ul><ul><li>Christmas promotion (christmas) </li></ul></ul><ul><ul><li>Autoresponder followup sequence (autoresponder) </li></ul></ul><ul><ul><li>Winter Olympics (winterolympics) </li></ul></ul><ul><ul><li>Be Connected (beconnected) </li></ul></ul>
    28. 29. 2. Campaign Medium <ul><li>Medium – Online Source of Traffic </li></ul><ul><ul><li>Banner Ads (banner) </li></ul></ul><ul><ul><li>Email Blasts (email) </li></ul></ul><ul><ul><li>Search Advertising (cpc) </li></ul></ul><ul><ul><li>Television Commercials (tvc) </li></ul></ul><ul><ul><li>Direct Mail (directmail) </li></ul></ul><ul><ul><li>Social Media (socialmedia) </li></ul></ul>
    29. 30. 3. Campaign Source <ul><li>Source – Name of specific referrer </li></ul><ul><ul><li>Google (google) </li></ul></ul><ul><ul><li>Yahoo (yahoo) </li></ul></ul><ul><ul><li>Facebook (facebook) </li></ul></ul><ul><ul><li>StreetDirectory Banners (streetdirectory) </li></ul></ul><ul><ul><li>April Newsletter (newsletter4) </li></ul></ul>
    30. 31. 4. Term & 5. Content (both optional) <ul><li>Term – Identify paid keywords </li></ul><ul><li>Content – Used to Differentiate Ads </li></ul><ul><ul><li>Ad with Child (childad) </li></ul></ul><ul><ul><li>Ad with Computer (computerad) </li></ul></ul><ul><ul><li>Ad with Guarantee (guaranteead) </li></ul></ul>
    31. 32. Example Campaign Tags: Paid Search <ul><ul><li>Organic search is automatically measured with Google Analytics! </li></ul></ul>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
    32. 33. 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
    33. 34. Example Campaign Tags: Social <ul><ul><li>Use link-shorteners like goo.gl or bit.ly to compress long URLs </li></ul></ul><ul><ul><li>Don’t include personally identifiable information, like names </li></ul></ul>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
    34. 35. Example Campaign Tags: Affiliates <ul><ul><li>“ 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 </li></ul></ul>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
    35. 36. Example Campaign Tags: Email <ul><ul><li>Tag all links in the email, consider adding clues in “Ad Content” to identify specific areas in the email (headline, body, image, etc) </li></ul></ul><ul><ul><li>Don’t include personally identifiable information, like email addresses </li></ul></ul>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
    36. 37. 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
    37. 38. Example Campaign Tags: Offline & Misc <ul><ul><li>For offline media, use a “vanity URL” that redirects to a URL with campaign tags </li></ul></ul>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
    38. 39. Google Analytics URL Builder <ul><li>Google Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578 </li></ul>
    39. 40. Tagging the URL Builder (Step 1) <ul><li>Source – Publication sending traffic (Twitter, Yelp, Facebook) </li></ul>
    40. 41. Tagging the URL Builder (Step 2) <ul><li>Source – Publication sending traffic (Twitter, Yelp, Facebook) </li></ul><ul><li>Medium – Type of traffic (CPC, Social Media, Email) </li></ul>
    41. 42. Tagging the URL Builder (Step 3) <ul><li>Source – Publication sending traffic (Twitter, Yelp, Facebook) </li></ul><ul><li>Medium – Type of traffic (CPC, Social Media, Email) </li></ul><ul><li>Campaign Name – Title of campaign or initative (Christmas) </li></ul>
    42. 43. What does it finally look like? <ul><li>http://www.kittensupply.com ? utm_source=youtube & utm_medium=social & utm_campaign=cutestkitten </li></ul>
    43. 44. Real World Issues
    44. 45. Ownership – IT vs Marketing <ul><li>Who installs the code? </li></ul><ul><li>Who manages change requests? </li></ul><ul><li>Who sends out Tracking URLs? </li></ul><ul><li>Who sends out reports? </li></ul><ul><li>Who analyzes the data? </li></ul>
    45. 46. Analytics on Every Page
    46. 47. Analytics on Every Page <ul><li>Check Analytics Installation Before … </li></ul><ul><ul><li>Launching a new campaign </li></ul></ul><ul><ul><li>Requesting data on a URL </li></ul></ul><ul><ul><li>Launching a new mini-site </li></ul></ul><ul><ul><li>Doing a site revamp </li></ul></ul>
    47. 48. Default script only works for 1 TLD
    48. 49. Default script only works for 1 TLD <ul><li>Three versions of the script are available: </li></ul><ul><ul><li>For one TLD </li></ul></ul><ul><ul><ul><li>Only www.domain.com </li></ul></ul></ul><ul><ul><li>For one TLD and Subdomains </li></ul></ul><ul><ul><ul><li>www.domain.com and ecommerce.domain.com </li></ul></ul></ul><ul><ul><li>For multiple TLDs </li></ul></ul><ul><ul><ul><li>www.domain1.com and www.domain2.com </li></ul></ul></ul>
    49. 50. GA Features
    50. 51. Today’s Guest – GoodbyeIBS.com
    51. 52. Google Analytics Data <ul><li>Visitors </li></ul><ul><li>Traffic </li></ul><ul><li>Content </li></ul><ul><li>Conversions </li></ul>
    52. 53. Features - Visitors
    53. 54. Demographic Information
    54. 55. Demographics - Location
    55. 56. Demographics - Location
    56. 57. Demographics - Language
    57. 58. Behaviour Information
    58. 59. Behaviour – New vs Returning
    59. 60. Behaviour - Frequency
    60. 61. Behaviour - Recency
    61. 62. Technology Information
    62. 63. Technology – Browsers
    63. 64. Technology - OS
    64. 65. Technology – Screen Resolution
    65. 66. Technology – Mobile OS
    66. 67. Social Usage
    67. 68. Social - Engagement
    68. 69. Mobile Usage
    69. 70. Mobile – Usage & Devices
    70. 71. Cool Customer Segments <ul><li>Registered Users vs Non Registered Users </li></ul><ul><li>Logged In Users vs Non Logged In Users </li></ul><ul><li>Search vs Email vs Display </li></ul><ul><li>Business Section Readers vs Gossip Section Readers </li></ul>
    71. 72. Detailed Visitor Profile
    72. 73. Features - Traffic
    73. 74. Traffic Sources Explained
    74. 75. Campaign Attribution
    75. 76. Traffic – Incoming Sources
    76. 77. Traffic - Referrals
    77. 78. Traffic - Search
    78. 79. Traffic – AdWords Analysis
    79. 80. Traffic – Other Mediums To Track <ul><li>Email Marketing </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Site Placements & Partnerships </li></ul><ul><li>Display Ads </li></ul><ul><li>Radio/TV Ads </li></ul>
    80. 81. Traffic - Summary
    81. 82. Features - Content
    82. 83. Site Content
    83. 84. Content – Popular Pages
    84. 85. Content – Landing Pages
    85. 86. Content Exit Pages
    86. 87. Content – Site Search
    87. 88. Content - Site Speed
    88. 89. Content – Site Search Usage
    89. 90. Content – Site Search Terms
    90. 91. Scenarios
    91. 92. Content - Events
    92. 93. Events - Flash & Movies
    93. 94. Events - Downloads
    94. 95. Events – Rich User Interfaces
    95. 96. Content – AdSense
    96. 97. Features - Conversions
    97. 98. Conversions - Goals
    98. 99. What is a Goal? <ul><li>In Google Analytics, a goal represents a website objective, such as: </li></ul><ul><ul><li>A page viewed by the visitor once they have completed a desired action </li></ul></ul><ul><ul><li>A specified amount of time spent by the visitor on the website </li></ul></ul><ul><ul><li>A specified number of pages viewed by the visitor on the website </li></ul></ul>
    99. 100. Examples of Goals
    100. 101. Possible Goals <ul><li>Ecommerce Sales </li></ul><ul><li>Software Download </li></ul><ul><li>Account Signup </li></ul><ul><li>Contact Form </li></ul><ul><li>White Paper Downloads </li></ul><ul><li>Flash Events (Audio/Video plays) </li></ul>
    101. 102. Goals in Reports
    102. 103. Funnels – Why Define Them? <ul><li>A series of pages through which a visitor must pass before reaching the goal </li></ul><ul><li>A funnel allows you to: </li></ul><ul><ul><li>Examine where visitors enter and exit the conversion process </li></ul></ul><ul><ul><li>Eliminate bottlenecks in your process </li></ul></ul><ul><ul><li>Identify which site paths lead to most goal completions </li></ul></ul><ul><ul><li>Use your findings to test changes on the site </li></ul></ul>
    103. 104. Conversions - Ecommerce
    104. 105. Happy Marketer’s Clients
    105. 106. Our Google Analytics Services <ul><ul><li>Trainings & Workshops </li></ul></ul><ul><ul><ul><li>101: Introduction & Principles </li></ul></ul></ul><ul><ul><ul><li>102: SME Web Analytics & Reporting </li></ul></ul></ul><ul><ul><ul><li>103: Web Analytics for Enterprises </li></ul></ul></ul><ul><ul><ul><li>201: Advanced Data Analysis </li></ul></ul></ul><ul><ul><ul><li>301: Advanced Tech & Implementations </li></ul></ul></ul><ul><ul><li>Services </li></ul></ul><ul><ul><ul><li>Installation (Single site, Multi-site etc) </li></ul></ul></ul><ul><ul><ul><li>Setting up Profiles (Diff teams & marketing sources) </li></ul></ul></ul><ul><ul><ul><li>Ecommerce Tracking, Advanced Goals & Funnels </li></ul></ul></ul><ul><ul><ul><li>Troubleshooting with Data and Code Audits </li></ul></ul></ul><ul><ul><ul><li>Maintenance, URL Tagging & Other Retainer Activities </li></ul></ul></ul>
    106. 107. THANK YOU gplus.to/rachitdayal twitter.com/rachitdayal happymarketer.com
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