How to Get Better Insights in Less Time With Google Analytics

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• 3. Remember my promises?1 The 2 things you need to setup right now2 The 4 reports that give great data3 How the data gets inconsistent
• 4. HOW MOST PEOPLE USE Analytics
• 5. That one guy told me I need to be “data driven”
• 6. “Let’s go look at our website traffic!”
• 7. I wonder where my traffic’s coming from...
• 8. So how do I use this data to grow my business?
• 9. Traffic vs Customers Improving metrics like pages/visit usually doesn’t help your business grow.
• 10. Google Analytics isn’t perfect. It doesn’t track individual people that come to your business.
• 11. But we can still get bits and pieces Focus on getting the customer data that’s available
• 12. WHERE ARE OURCustomers?
• 13. Revenue data for traffic sources
• 14. Stop wondering, start doing.
• 15. How do we get data like this?1 Enable ecommerce tracking2 Setup goals with goal values
• 16. ECOMMERCETracking
• 17. First, turn on ecommerce tracking 1 Go to Admin
• 18. First, turn on ecommerce tracking 2 Click on “Profile Settings”
• 19. First, turn on ecommerce tracking 3 Select “Yes, an ecommerce site”
• 20. Warning! You’ll need some code skills for this.
• 21. Use the info from this URL: bit.ly/ecommercetracking
• 22. What if you don’t have a developer? Find one on Odesk.com or Elance.com
• 23. Any short cuts? Some ecommerce platforms make this really easy (like Shopify).
• 24. GOOGLE ANALYTICS Goals
• 25. When to use goals over ecommerce tracking If people don’t make a purchase directly on your site.
• 26. Goal Examples
• 27. Where to find the goal settings 1 Go to Admin
• 28. Where to find the goal settings 2 Click on “Goals”
• 29. Where to find the goal settings 3 Click on a goal to edit it
• 30. The 4 Types of Google Anaytics Goals
• 31. Let’s get hands on with an example
• 32. You’re trying to capture leads with a form
• 33. After filling out the form, people get sent to: mybusiness.com/thank-you
• 34. This is how we set up the goal:
• 35. What about goal values?
• 36. How to calculate goal values for leads
• 37. How to calculate goal values
• 38. What if it’s not easy to get these numbers? Don’t use goal values, leave it blank.
• 39. Looking for more detail?blog.kissmetrics.com/critical-goal-types/
• 40. THE 4 BESTReports
• 41. Focus on revenue for best results
• 42. #1: All Traffic Report with revenue
• 43. #2: Assisted Conversions Report
• 44. #3: Content Reports
• 45. #4: Keyword Report
• 46. How do we get the ecommerce versions?
• 47. GOOGLE ANALYTICSLimitations
• 48. Some questions can’t be answered.
• 49. Which traffic source gets the credit?
• 50. In Google Analytics, the most recent one
• 51. Google Analytics organizes data by pageviews
• 52. Here’s what can’t be tracked
• 53. Customer analytics gives you even better data

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How to Get Better Insights in Less Time With Google Analytics

  1. 1. Getting Started with Google Analytics Lars Lofgren Marketing Analyst - July 2012 info@kissmetrics.com - Confidential - Do not distribute
  2. 2. @larslofgren #KISSwebinar
  3. 3. Remember my promises?1 The 2 things you need to setup right now2 The 4 reports that give great data3 How the data gets inconsistent
  4. 4. HOW MOST PEOPLE USE Analytics
  5. 5. That one guy told me I need to be “data driven”
  6. 6. “Let’s go look at our website traffic!”
  7. 7. I wonder where my traffic’s coming from...
  8. 8. So how do I use this data to grow my business?
  9. 9. Traffic vs Customers Improving metrics like pages/visit usually doesn’t help your business grow.
  10. 10. Google Analytics isn’t perfect. It doesn’t track individual people that come to your business.
  11. 11. But we can still get bits and pieces Focus on getting the customer data that’s available
  12. 12. WHERE ARE OURCustomers?
  13. 13. Revenue data for traffic sources
  14. 14. Stop wondering, start doing.
  15. 15. How do we get data like this?1 Enable ecommerce tracking2 Setup goals with goal values
  16. 16. ECOMMERCETracking
  17. 17. First, turn on ecommerce tracking 1 Go to Admin
  18. 18. First, turn on ecommerce tracking 2 Click on “Profile Settings”
  19. 19. First, turn on ecommerce tracking 3 Select “Yes, an ecommerce site”
  20. 20. Warning! You’ll need some code skills for this.
  21. 21. Use the info from this URL: bit.ly/ecommercetracking
  22. 22. What if you don’t have a developer? Find one on Odesk.com or Elance.com
  23. 23. Any short cuts? Some ecommerce platforms make this really easy (like Shopify).
  24. 24. GOOGLE ANALYTICS Goals
  25. 25. When to use goals over ecommerce tracking If people don’t make a purchase directly on your site.
  26. 26. Goal Examples 1 Forms for leads 2 Contact forms 3 Newsletter signups 4 Freemium or free trail account creation
  27. 27. Where to find the goal settings 1 Go to Admin
  28. 28. Where to find the goal settings 2 Click on “Goals”
  29. 29. Where to find the goal settings 3 Click on a goal to edit it
  30. 30. The 4 Types of Google Anaytics Goals 1 URLs 2 Events 3 Visit Duration 4 Pages/Visit
  31. 31. Let’s get hands on with an example
  32. 32. You’re trying to capture leads with a form
  33. 33. After filling out the form, people get sent to: mybusiness.com/thank-you
  34. 34. This is how we set up the goal:
  35. 35. What about goal values? We need to figure out how much each lead is worth.
  36. 36. How to calculate goal values for leads: 1 What’s your average sale? 2 How may leads do you need for a sale? 3 Divide the average sale by the number of leads
  37. 37. How to calculate goal values: 1 Average sale = $500 2 Number of leads = 5 3 Value of 1 lead = $100
  38. 38. What if it’s not easy to get these numbers? Don’t use goal values, leave it blank.
  39. 39. Looking for more detail?blog.kissmetrics.com/critical-goal-types/
  40. 40. THE 4 BESTReports
  41. 41. Focus on revenue for best results
  42. 42. #1: All Traffic Report with revenue
  43. 43. #2: Assisted Conversions Report
  44. 44. #3: Content Reports
  45. 45. #4: Keyword Report
  46. 46. How do we get the ecommerce versions?
  47. 47. GOOGLE ANALYTICSLimitations
  48. 48. Some questions can’t be answered.
  49. 49. Which traffic source gets the credit?
  50. 50. In Google Analytics, the most recent one
  51. 51. Google Analytics organizes data by pageviews Since data isn’t tied back to a customer, there’s no way to track multiple purchases.
  52. 52. Here’s what can’t be tracked 1 Multiple purchases 2 The original traffic source 3 Lifetime Value 4 Churn
  53. 53. Customer analytics gives you even better data
  54. 54. Where do we get customer analytics?
  55. 55. For a demo of KISSmetrics or to learnhow KISSmetircs can help grow your business, contact Ben Sardella at: bsardella@kissmetrics.com

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