Having worked with businesses in a lot of different industry verticals, I can confidently say that analytics is important to everyone and needs to be tailored to each business.
This framework is not my own, rather it is a reframing of AvinashKaushik’s Acquisition Behavior and Outcomes, which is more accurate, but I substitute the word conversion as it is the desired outcome, and a bit easier to remember the “ABCs.”Benefit of Custom Reports is that you’ll be able to see a fuller view of your data in one place. Two types – explorer or flat table. I almost always use the explorer because I can drill down into my data.In this presentation, please pay particular attention to these custom reports and use them as a blue print for building your own.
Including all three ABCs in your reports allows for efficient data analysis.We’re going to spend some time talking about macro conversions and micro conversions.Macro conversions for ecommerce would be view a receipt page.Micro conversions – newsletter signup, online chat, add to cart, social share, phone call, whitepaper download.
This is what the macro conversion tab looks like in the actual report.In the drill down example in the bottom left I included Matched search query. At this time, Adwords cost data is not available for search queries, so you’ll need to just focus on performance metrics.
This is really important for SEO Agencies. Organic traffic levels YoY are going to look like they are falling, but they might not be in reality.
Of course, additional segmentation for branded vs. non-branded terms is necessary hereBut I believe if you look at this data in your own accounts you’ll see huge differences in CTRs between Top and RHS.
Sorted by ROILooking for LOW CTR and HIGH impressionsNotice the filter – this because some campaigns had very low volume but 1 or 2 transactions kicked up their ROI.
There really are some metrics that matter here. CPA, ROI, Per Visit Value.
Take a look at the landing page. Oftentimes, advertisers make really poor choices about what page a person lands on. Also, keep any eye on the outcomes. Just because someone doesn’t bounce and they look at 2 or 3 pages on your site, doesn’t mean they are interested or engaged. They might just be lost.Highlighted are two problematic campaigns.
I switched the position of the primary and secondary dimensions so that it would be easier to see the Per Visit Value.
Action Items -> Check days to purchase using multi channel funnels. Drill down in a custom report from Day of Week into Days since last visit and then apply a Visits with Transactions advanced segment.It is possible to do pan-session analysis in GA even without Universal Analytics. This is just a taste of things to come.
Action Items -> Check days to purchase using multi channel funnels. Drill down in a custom report from Day of Week into Days since last visit and then apply a Visits with Transactions advanced segment.
Ultimately what really mattersdiffers from business to business.I’m not being flippant.Capturing data needs to becustomized so that it answers yourspecific business questions. Thatis where the most value in digitalanalytics can be found.@analyticsninja