How to Get Better Insights in Less Time With Google Analytics

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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 ...

• 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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Transcript

  • 1. Getting Started with Google Analytics Lars Lofgren Marketing Analyst - July 2012 info@kissmetrics.com - Confidential - Do not distribute
  • 2. @larslofgren #KISSwebinar
  • 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 1 Forms for leads 2 Contact forms 3 Newsletter signups 4 Freemium or free trail account creation
  • 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 1 URLs 2 Events 3 Visit Duration 4 Pages/Visit
  • 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? We need to figure out how much each lead is worth.
  • 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. How to calculate goal values: 1 Average sale = $500 2 Number of leads = 5 3 Value of 1 lead = $100
  • 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 Since data isn’t tied back to a customer, there’s no way to track multiple purchases.
  • 52. Here’s what can’t be tracked 1 Multiple purchases 2 The original traffic source 3 Lifetime Value 4 Churn
  • 53. Customer analytics gives you even better data
  • 54. Where do we get customer analytics?
  • 55. For a demo of KISSmetrics or to learnhow KISSmetircs can help grow your business, contact Ben Sardella at: bsardella@kissmetrics.com