How to Get Better Insights in Less Time With Google Analytics

Getting Started with Google Analytics Lars Lofgren Marketing Analyst - July 2012 info@kissmetrics.com - Confidential - Do not distribute

@larslofgren #KISSwebinar

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

HOW MOST PEOPLE USE Analytics

That one guy told me I need to be “data driven”

“Let’s go look at our website traffic!”

I wonder where my traffic’s coming from...

So how do I use this data to grow my business?

Traffic vs Customers Improving metrics like pages/visit usually doesn’t help your business grow.

Google Analytics isn’t perfect. It doesn’t track individual people that come to your business.

But we can still get bits and pieces Focus on getting the customer data that’s available

WHERE ARE OURCustomers?

Revenue data for traffic sources

Stop wondering, start doing.

How do we get data like this?1 Enable ecommerce tracking2 Setup goals with goal values

ECOMMERCETracking

First, turn on ecommerce tracking 1 Go to Admin

First, turn on ecommerce tracking 2 Click on “Profile Settings”

First, turn on ecommerce tracking 3 Select “Yes, an ecommerce site”

Warning! You’ll need some code skills for this.

Use the info from this URL: bit.ly/ecommercetracking

What if you don’t have a developer? Find one on Odesk.com or Elance.com

Any short cuts? Some ecommerce platforms make this really easy (like Shopify).

GOOGLE ANALYTICS Goals

When to use goals over ecommerce tracking If people don’t make a purchase directly on your site.

Goal Examples 1 Forms for leads 2 Contact forms 3 Newsletter signups 4 Freemium or free trail account creation

Where to find the goal settings 1 Go to Admin

Where to find the goal settings 2 Click on “Goals”

Where to find the goal settings 3 Click on a goal to edit it

The 4 Types of Google Anaytics Goals 1 URLs 2 Events 3 Visit Duration 4 Pages/Visit

Let’s get hands on with an example

You’re trying to capture leads with a form

After filling out the form, people get sent to: mybusiness.com/thank-you

This is how we set up the goal:

What about goal values? We need to figure out how much each lead is worth.

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

How to calculate goal values: 1 Average sale = $500 2 Number of leads = 5 3 Value of 1 lead = $100

What if it’s not easy to get these numbers? Don’t use goal values, leave it blank.

Looking for more detail?blog.kissmetrics.com/critical-goal-types/

THE 4 BESTReports

Focus on revenue for best results

#1: All Traffic Report with revenue

#2: Assisted Conversions Report

#3: Content Reports

#4: Keyword Report

How do we get the ecommerce versions?

GOOGLE ANALYTICSLimitations

Some questions can’t be answered.

Which traffic source gets the credit?

In Google Analytics, the most recent one

Google Analytics organizes data by pageviews Since data isn’t tied back to a customer, there’s no way to track multiple purchases.

Here’s what can’t be tracked 1 Multiple purchases 2 The original traffic source 3 Lifetime Value 4 Churn

Customer analytics gives you even better data

Where do we get customer analytics?

For a demo of KISSmetrics or to learnhow KISSmetircs can help grow your business, contact Ben Sardella at: bsardella@kissmetrics.com

How to Get Better Insights in Less Time With Google Analytics

by KISSmetrics on SlideShare on Jul 27, 2012

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