Gleaning Insights from Your Goals Effectively measuring your business objectives  Stephanie Hsu Google Analytics Specialis...
Google Analytics Moving Upmarket Feature Richness <ul><li>Free hosted Analytics </li></ul><ul><li>Integration: AdWords </l...
Data Rich, Information Poor Daily Visitors  Organic traffic Visitor Loyalty  Time on Site  Domains Launguage User Defined ...
Data Rich, Information Poor Goal 1 Daily Visitors  Organic traffic Visitor Loyalty  Time on Site  Domains Launguage User D...
 
Defining Goals: How do you measure success? Primary Goals Completed orders E-Commerce Visits with uploads Content Sharing ...
Primary Goals Primary goal conversions How do you measure success here? + Your Opportunity
Different Visits, Different Purposes % completed orders product research account signup support abandoned checkout bounced...
How do you measure success? Primary & Secondary Conversions Completed orders + product research + account signups + calls ...
<ul><li>Optimize secondary goals to drive primary conversions </li></ul>
 
How can I measure goals using Google Analytics? Completed orders + product research + account signups + clicks to support ...
Expanded Goals <ul><li>4    20 </li></ul>
Setting up: Time on Site goals Powerful.  Flexible. Intelligent.
So What?
<ul><li>Funnel Visualization Report </li></ul>
<ul><li>How much  hard work  do you put in to  deliver visitors  to your conversion flow only for them to  leave?   </li><...
Funnels Your Visitors Your Customers
Funnels – Registration Process
Creating Funnels to Capture Your Conversion Flow
Identify and Fix Bottlenecks in Your Funnels
<ul><li>Hourly Conversion Report </li></ul>
Ad Scheduling & Budgeting
Ad Scheduling & Budgeting weekdays weekends
<ul><li>Traffic Sources Report </li></ul>
Analyze All Marketing Campaigns Determine which marketing initiatives are driving the best traffic to your site Banner Adv...
 
Manual Tagging  <ul><ul><ul><li>http://sites.google.com/site/gamasterclass/rsvp?utm_source= email &utm_medium= link &utm_c...
Traffic Sources Report
The Power of Advanced Segmentation Aggregate data works on the assumption that all site visitors are identical.
<ul><li>Who are my most valuable customers? </li></ul>
 
 
 
 
Recap – Gleaning Insights from Goals <ul><li>Why does my website exist?  </li></ul><ul><li>(Primary and Secondary) Goals <...
<ul><li>“ If you can’t measure it, you can’t improve it.” – Lord Kelvin </li></ul>
Thank You!
Upcoming SlideShare
Loading in...5
×

Gleaning Insights From Goals

1,044

Published on

Learn about the importance of setting up goals for your business and the reports and advanced segments you can use to effectively assess your marketing strategies.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,044
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Gleaning Insights From Goals

  1. 1. Gleaning Insights from Your Goals Effectively measuring your business objectives Stephanie Hsu Google Analytics Specialist
  2. 2. Google Analytics Moving Upmarket Feature Richness <ul><li>Free hosted Analytics </li></ul><ul><li>Integration: AdWords </li></ul><ul><li>PDF Export </li></ul><ul><li>Scheduled Email </li></ul><ul><li>Cross-segmentation </li></ul><ul><li>Redesigned Look & Feel </li></ul><ul><li>Site Search Analytics </li></ul><ul><li>Event Tracking </li></ul><ul><li>Industry Benchmarking </li></ul><ul><li>Data Sharing Settings </li></ul><ul><li>Offline Ads Reporting: Audio / TV / Print </li></ul><ul><li>25 Languages support </li></ul><ul><li>Custom Reporting </li></ul><ul><li>Advanced Segmentation </li></ul><ul><li>Motion Charts </li></ul><ul><li>External Data API </li></ul><ul><li>Tracking for Adobe Flash </li></ul><ul><li>Integration: AdSense </li></ul>Urchin Software <ul><li>Intelligence </li></ul><ul><li>Customizable Alerts </li></ul><ul><li>Annotations </li></ul><ul><li>Pivoting </li></ul><ul><li>Unique Visitors </li></ul><ul><li>Multiple Custom Variables </li></ul>2006 2007 2008 2009 Accessibility Usage ???
  3. 3. Data Rich, Information Poor Daily Visitors Organic traffic Visitor Loyalty Time on Site Domains Launguage User Defined Campaign Tagging Cost Data Linking Content by title Regex Filters Account Mangement CPC Clicks Keywords Site Comparison Benchmarking Motion Charts Depth of Visit Content Drilldown Funnel Visualization Map Overlay Dashboard Annotations Date Comparison Referrers Pie Charts Pivot Tables Operating System Browser and Platform Multiple Variables Java Enabled Site Overlay % Returning Visitors Reverse Goal Path Pages/Visit Advanced Segments Custom Reports Source/Medium Browser and Platform Multiple Variables Java Enabled Site Overlay ROI Goal Tracking Reverse Goal Path Pages/Visit Advanced Segments Custom Reports Source/Medium Goal 1 Mobile traffic Tracking Event Tracking
  4. 4. Data Rich, Information Poor Goal 1 Daily Visitors Organic traffic Visitor Loyalty Time on Site Domains Launguage User Defined Campaign Tagging Cost Data Linking Content by title Regex Filters Account Mangement CPC Clicks Keywords Site Comparison Benchmarking Motion Charts Depth of Visit Content Drilldown Funnel Visualization Map Overlay Dashboard Annotations Date Comparison Referrers Pie Charts Pivot Tables Operating System Browser and Platform Multiple Variables Java Enabled Site Overlay % Returning Visitors Reverse Goal Path Pages/Visit Advanced Segments Custom Reports Source/Medium Browser and Platform Multiple Variables Java Enabled Site Overlay ROI Goal Tracking Reverse Goal Path Pages/Visit Advanced Segments Custom Reports Source/Medium Mobile traffic Tracking Event Tracking
  5. 6. Defining Goals: How do you measure success? Primary Goals Completed orders E-Commerce Visits with uploads Content Sharing Visits with donations Non-Profit Feed subscribers Blog
  6. 7. Primary Goals Primary goal conversions How do you measure success here? + Your Opportunity
  7. 8. Different Visits, Different Purposes % completed orders product research account signup support abandoned checkout bounced Are users engaged with the content? Were users able to find the right contact info? Why? What influenced users to signup for accounts?
  8. 9. How do you measure success? Primary & Secondary Conversions Completed orders + product research + account signups + calls to support E-Commerce Visits with uploads + premium signups + pages / visit + referrals from twitter Content Sharing Visits with donation + volunteer signups + brochure downloads + visits to events pages Non-Profit Feed subscribers + visits with comment + ad clicks + uplift in clicks to main site Blog
  9. 10. <ul><li>Optimize secondary goals to drive primary conversions </li></ul>
  10. 12. How can I measure goals using Google Analytics? Completed orders + product research + account signups + clicks to support E-Commerce
  11. 13. Expanded Goals <ul><li>4  20 </li></ul>
  12. 14. Setting up: Time on Site goals Powerful. Flexible. Intelligent.
  13. 15. So What?
  14. 16. <ul><li>Funnel Visualization Report </li></ul>
  15. 17. <ul><li>How much hard work do you put in to deliver visitors to your conversion flow only for them to leave? </li></ul>
  16. 18.
  17. 19. Funnels Your Visitors Your Customers
  18. 20. Funnels – Registration Process
  19. 21. Creating Funnels to Capture Your Conversion Flow
  20. 22. Identify and Fix Bottlenecks in Your Funnels
  21. 23. <ul><li>Hourly Conversion Report </li></ul>
  22. 24. Ad Scheduling & Budgeting
  23. 25. Ad Scheduling & Budgeting weekdays weekends
  24. 26. <ul><li>Traffic Sources Report </li></ul>
  25. 27. Analyze All Marketing Campaigns Determine which marketing initiatives are driving the best traffic to your site Banner Advertising Search Marketing Email Marketing SEO, Referrals, Affiliate Programs & Offline
  26. 29. Manual Tagging <ul><ul><ul><li>http://sites.google.com/site/gamasterclass/rsvp?utm_source= email &utm_medium= link &utm_campaign= Invitation </li></ul></ul></ul>email link invitation
  27. 30. Traffic Sources Report
  28. 31. The Power of Advanced Segmentation Aggregate data works on the assumption that all site visitors are identical.
  29. 32. <ul><li>Who are my most valuable customers? </li></ul>
  30. 37. Recap – Gleaning Insights from Goals <ul><li>Why does my website exist? </li></ul><ul><li>(Primary and Secondary) Goals </li></ul><ul><li>Where am I losing visitors? </li></ul><ul><li>How can I optimize for fluctuations in conversion traffic? </li></ul><ul><li>Which marketing initiatives are most effective? </li></ul><ul><li>Funnel Visualization, Hourly Conversion, & Traffic Sources Reports </li></ul><ul><li>How do I best target my different customer segments? </li></ul><ul><li>Advanced Segmentation </li></ul>
  31. 38. <ul><li>“ If you can’t measure it, you can’t improve it.” – Lord Kelvin </li></ul>
  32. 39. Thank You!
  1. A particular slide catching your eye?

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

×