7 ways to get more from
Google Analytics
Ian Miller, Search Director
@millerian
• Ian Miller, Search Director at Crafted
• Google Analytics Qualified Individual
• Full service digital agency with a team...
So what is Analytics?
crafted.co.uk @craftedmedia
http://www.flickr.com/photos/pasukaru76
Not quite
crafted.co.uk @craftedmedia
What it comes down to
crafted.co.uk @craftedmedia
http://www.flickr.com/photos/marfis75/
What can analytics tell me?
crafted.co.uk @craftedmedia
Executives can learn
• Which marketing initiatives are most effective
• Accurate website traffic patterns/trends
• Which c...
Basic layout
crafted.co.uk @craftedmedia
Be careful out there
• Analytics can be very powerful, it can also be wrong
• Trust data you can prove, then scale up – no...
7 ways to
get more from
Google Analytics
crafted.co.uk @craftedmedia
Advanced Segments
Carve up your data so it tells you more
• Segment traffic based on criteria
• Applied to the current vie...
Advanced Segments
Carve up your data so it tells you more
• Segment traffic based on criteria
• Applied to the current vie...
Advanced Segments
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Advanced Segments
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Default segments
• All Visits
• New Visitors
• Returning Visitors
• Paid Search Traffic
• Non-paid Search Traffic
• Search...
Default segments
• All Visits
• New Visitors
• Returning Visitors
• Paid Search Traffic
• Non-paid Search Traffic
• Search...
Custom Dashboards
Define and create
• Who needs to know what?
• What’s the most useful “at a glance” data?
• How can it ma...
Custom Dashboards
How to create a dashboard
1. Select the report you’d like to include
2. Click “add to dashboard
crafted....
Custom Dashboards
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Custom Dashboards
Make it your own
• Enter filters and refine
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Custom Dashboards
Share it
• Whether automatically or ad-hoc, save time!
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Link to Webmaster Tools
Why are we getting traffic?
• Linking gives additional information:
– Queries users typed to reach...
Link to Webmaster Tools
crafted.co.uk @craftedmedia
How to create the link
1. Click the SEO section
2. Presented with this...
Link to Webmaster Tools
crafted.co.uk @craftedmedia
What does it look like?
1 2 3 4 5 6 7
Link to Webmaster Tools
What can I use it for?
• The data is aggregated, for better or worse
• It serves as a useful overv...
Real time data
See what’s happening on your site right now
• Monitor launches
• Social media stories
• Impact of instance ...
Real time data
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Real time data
What can you use it for?
• Immediate feedback
• Event monitoring
• Reacting to site changes
• Identifying t...
Custom reporting
The exact data you need
• Standard reports are limited to the default views
– Can’t combine metrics
• Cus...
Custom reporting
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Metrics
Dimensions
Custom reporting
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Metrics - numbers Dimensions - attributes
Visits Landing page
P...
Custom reporting
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Custom reporting
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Custom reporting
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Custom reporting
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
Custom reporting
What can I use it for?
• Create common reports you need often, as well as new insight
• The power is ofte...
Export to Excel
What’s the benefit?
• Analytics is poor a manipulating data
• You can’t group things very easily within An...
Export to Excel
Define your data
• Choose your report view
• Apply custom segments
• Filter if required
crafted.co.uk @cra...
Export to Excel
Number of rows
• Default view is 10 rows
• 25, 50, 100, 250, 500 available via dropdown
• Hack the URL for...
Export to Excel
What can I use it for?
• Getting smarter with data
• Combining sources and controlling
• Board reporting
•...
Create Intelligence Alerts
Get notified of changes on your site
• Automatic reporting of metrics
• Early visibility of iss...
Create Intelligence Alerts
crafted.co.uk @craftedmedia
1 2 3 4 5 6 7
How to set them up
1. Click the Intelligence events s...
Create Intelligence Alerts
What can I use it for?
• Auto reporting of sales trends
• Monitor enquiry volumes
• Site change...
7 ways to
get more from
Google Analytics
Tomorrow
crafted.co.uk @craftedmedia
Recap
1. Use advanced segments
2. Create custom dashboards
3. Link with Webmaster Tools for more data
4. Know real time re...
Ian Miller
Search Director
ian.miller@crafted.co.uk
Ipswich Studio
32 Fore Street,
Ipswich, IP4 1JU
T. +44 (0) 1473 213222...
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7 ways to get more from Google Analytics

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Describing 7 key areas you can use to learn about Google Analytics

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7 ways to get more from Google Analytics

  1. 1. 7 ways to get more from Google Analytics Ian Miller, Search Director @millerian
  2. 2. • Ian Miller, Search Director at Crafted • Google Analytics Qualified Individual • Full service digital agency with a team of 40+ • Dedicated search team spanning organic SEO, paid media, analytics, social, copy • Clients across a wide range of industries Hello @millerian crafted.co.uk @craftedmedia
  3. 3. So what is Analytics? crafted.co.uk @craftedmedia http://www.flickr.com/photos/pasukaru76
  4. 4. Not quite crafted.co.uk @craftedmedia
  5. 5. What it comes down to crafted.co.uk @craftedmedia http://www.flickr.com/photos/marfis75/
  6. 6. What can analytics tell me? crafted.co.uk @craftedmedia
  7. 7. Executives can learn • Which marketing initiatives are most effective • Accurate website traffic patterns/trends • Which customer and customer segments are most valuable Marketing professionals can learn • Where visitors come from and what do they do on the site • How can the website convert more visitors into customers • Which keywords resonate with prospects and lead to conversions • Which online ad or creative is the most effective Content & developers can learn • Where people leave the site • Which pages retain visitors the longest • What search terms people use to find the site Who’s interested? crafted.co.uk @craftedmedia
  8. 8. Basic layout crafted.co.uk @craftedmedia
  9. 9. Be careful out there • Analytics can be very powerful, it can also be wrong • Trust data you can prove, then scale up – not the reverse • Look for comparisons rather than absolute data • Sample size matters Lies, damned lies and statistics crafted.co.uk @craftedmedia
  10. 10. 7 ways to get more from Google Analytics crafted.co.uk @craftedmedia
  11. 11. Advanced Segments Carve up your data so it tells you more • Segment traffic based on criteria • Applied to the current view • Easily edited and applied • Multiple segments can be viewed together • Extremely powerful crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  12. 12. Advanced Segments Carve up your data so it tells you more • Segment traffic based on criteria • Applied to the current view • Easily edited and applied • Multiple segments can be viewed together • Extremely powerful crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  13. 13. Advanced Segments crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  14. 14. Advanced Segments crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  15. 15. Default segments • All Visits • New Visitors • Returning Visitors • Paid Search Traffic • Non-paid Search Traffic • Search Traffic • Direct Traffic • Referral Traffic • Visits with Conversions • Visits with Transactions • Mobile Traffic • Non-bounce Visits crafted.co.uk @craftedmedia Advanced Segments 1 2 3 4 5 6 7
  16. 16. Default segments • All Visits • New Visitors • Returning Visitors • Paid Search Traffic • Non-paid Search Traffic • Search Traffic • Direct Traffic • Referral Traffic • Visits with Conversions • Visits with Transactions • Mobile Traffic • Non-bounce Visits crafted.co.uk @craftedmedia Advanced Segments Custom segments 1 2 3 4 5 6 7
  17. 17. Custom Dashboards Define and create • Who needs to know what? • What’s the most useful “at a glance” data? • How can it make your life easier? • What are the repeat requests? crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  18. 18. Custom Dashboards How to create a dashboard 1. Select the report you’d like to include 2. Click “add to dashboard crafted.co.uk @craftedmedia 3. Select dashboard 1 2 3 4 5 6 7
  19. 19. Custom Dashboards crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  20. 20. Custom Dashboards Make it your own • Enter filters and refine crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  21. 21. Custom Dashboards Share it • Whether automatically or ad-hoc, save time! crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  22. 22. Link to Webmaster Tools Why are we getting traffic? • Linking gives additional information: – Queries users typed to reach your site – Number of impressions of your website's URLs in search results pages – The number of clicks on your website's URLs from search results pages – The ratio of clicks to impressions for your website's URLs – The average position of your website's URLs in search listings – The pages visitors landed on when clicking on search results listing your site crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  23. 23. Link to Webmaster Tools crafted.co.uk @craftedmedia How to create the link 1. Click the SEO section 2. Presented with this message 3. Click “Edit” 4. Select property 1 2 3 4 5 6 7
  24. 24. Link to Webmaster Tools crafted.co.uk @craftedmedia What does it look like? 1 2 3 4 5 6 7
  25. 25. Link to Webmaster Tools What can I use it for? • The data is aggregated, for better or worse • It serves as a useful overview, but don’t sweat the details • Identify trends • Gives you an indication of search volumes & demand • Consider click through rate – are you relevant & enticing? crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  26. 26. Real time data See what’s happening on your site right now • Monitor launches • Social media stories • Impact of instance advertising such as TV • Response to direct marketing emails • Partnerships and mentions • PR and news activity crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  27. 27. Real time data crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  28. 28. Real time data What can you use it for? • Immediate feedback • Event monitoring • Reacting to site changes • Identifying trends during the day • Data can be surprising • Don’t be alarmed if numbers are low crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  29. 29. Custom reporting The exact data you need • Standard reports are limited to the default views – Can’t combine metrics • Custom reporting is like your own Analytics, make it what you want • The reports can then shared and included in a dashboard crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  30. 30. Custom reporting crafted.co.uk @craftedmedia 1 2 3 4 5 6 7 Metrics Dimensions
  31. 31. Custom reporting crafted.co.uk @craftedmedia 1 2 3 4 5 6 7 Metrics - numbers Dimensions - attributes Visits Landing page Pageviews Keyword Goal completion rate % Browser Revenue Source Bounce rate % Medium Average time on site City
  32. 32. Custom reporting crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  33. 33. Custom reporting crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  34. 34. Custom reporting crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  35. 35. Custom reporting crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  36. 36. Custom reporting What can I use it for? • Create common reports you need often, as well as new insight • The power is often in drilling down – Group landing page with referrer – City to keyword • http://crftd.md/customreporting • http://www.customreportsharing.com/ crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  37. 37. Export to Excel What’s the benefit? • Analytics is poor a manipulating data • You can’t group things very easily within Analytics • Difficult to combine reports, especially across domains • Metrics are broadly limited to totals • Faster, much faster crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  38. 38. Export to Excel Define your data • Choose your report view • Apply custom segments • Filter if required crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  39. 39. Export to Excel Number of rows • Default view is 10 rows • 25, 50, 100, 250, 500 available via dropdown • Hack the URL for more rows 1. Change view to >10 2. Look for the number at the end of the URL https://www.google.com/analytics/web/#report/trafficsources-all-traffic/a431143w710102p685592/%3Fexplorer- table.rowStart%3D0%26explorer-table.rowCount%3D25/ https://www.google.com/analytics/web/#report/trafficsources-all-traffic/a431143w710102p685592/%3Fexplorer- table.rowStart%3D0%26explorer-table.rowCount%3D3000/ crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  40. 40. Export to Excel What can I use it for? • Getting smarter with data • Combining sources and controlling • Board reporting • Pivot tables can be incredibly powerful crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  41. 41. Create Intelligence Alerts Get notified of changes on your site • Automatic reporting of metrics • Early visibility of issues • Monitor site behaviour, especially after code changes • Option to have alerts emailed to you crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  42. 42. Create Intelligence Alerts crafted.co.uk @craftedmedia 1 2 3 4 5 6 7 How to set them up 1. Click the Intelligence events section 2. Manage custom alerts
  43. 43. Create Intelligence Alerts What can I use it for? • Auto reporting of sales trends • Monitor enquiry volumes • Site changes – good or bad? • Traffic monitoring • Beware of becoming blind to them crafted.co.uk @craftedmedia 1 2 3 4 5 6 7
  44. 44. 7 ways to get more from Google Analytics Tomorrow crafted.co.uk @craftedmedia
  45. 45. Recap 1. Use advanced segments 2. Create custom dashboards 3. Link with Webmaster Tools for more data 4. Know real time reporting 5. Set up custom reports for the data you need 6. Export data to Excel to manipulate it quickly 7. Automatic alerts of changes to site behaviour crafted.co.uk @craftedmedia
  46. 46. Ian Miller Search Director ian.miller@crafted.co.uk Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T. +44 (0) 1473 213222 E. hello@crafted.co.uk www.crafted.co.uk Thank you for listening
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