Andy Crestodina's Analytics Presentation from Content Jam on November 5th, 2015. It covers basic to advanced Analytics reporting and analysis.

1. Applied Analytics
Insights and Actions from 12 Reports
#contentjam
Andy Crestodina,
Orbit Media Studios
@crestodina

2. source: Social Media Today

3. Google Analytics
Reporting

4. Google Analytics
Analysis

5. Google Analytics
Analysis
IDEA QUESTION ANSWER
ACTION!

6. If you see a data puke, then you know
you’re looking at web reporting.
If you see words in English outlining
actions, then you are looking at web
data analysis.
Avinash Kaushik
Occam’s Razor

8. source: Avinash Kaushik

9. source: Avinash Kaushik

11. source: Avinash Kaushik

12. source: Avinash Kaushik

13. source: Avinash Kaushik

14. Who’s job is
this Analytics
stuff?

17. Turning
marketing
ideas into
questions

23. AUDIENCE REPORTS

24. Visitor = User
Visit = Session

25. Turning
marketing
ideas into
questions
Are our visitors
using mobile
devices?
1

26. Audience > Mobile > Overview

27. Audience > Mobile > Overview

28. Audience > Mobile > Overview

29. Turning
marketing
ideas into
questions
Are mobile
visitors less
engaged?
2

30. Audience > Mobile > Overview

31. Audience > Mobile > Overview

32. Audience > Mobile > Overview > Bounce Rate

33. Audience > Mobile > Overview > Avg Session Duration

34. Actions
1. Check the design of
landing pages for mobile
visitors
2. Create schedule for
mobile testing

35. Turning
marketing
ideas into
questions
Is the site
working well in
every browser?
3

36. Audience > Technology > Browser & OS

37. Audience > Technology > Browser & OS

38. Audience > Technology > Browser & OS

39. Audience > Technology > Browser & OS

40. Actions
1. Test the site on the
browsers with higher
bounce rates.

41. • Are millenials visiting our website?
What are they doing?
• How many of our visitors are local?
National? International?
• What times of day are people reading our blog?
More Q’s to Ask Your Audience Reports

42. ACQUISITION REPORTS

43. Turning
marketing
ideas into
questions
Which social
network drives
the most traffic?
4

44. Acquisition > All Traffic > Channels

45. Acquisition > All Traffic > Channels

46. Acquisition > All Traffic > Channels > Social

47. Acquisition > All Traffic > Channels > Social

48. Acquisition > All Traffic > Channels > SocialAcquisition > All Traffic > Channels > Social (% view)

49. Turning
marketing
ideas into
questions
5
Which social
network drives
the best traffic?

50. Acquisition > All Traffic > Channels > Social

51. Acquisition > All Traffic > Channels > Social

52. Actions
1. Focus on social networks
with high conversion
rates.

53. Acquisition > All Traffic > Channels > Social

54. Acquisition > All Traffic > Channels > Social

55. Acquisition > All Traffic > Channels

56. Acquisition > All Traffic > Channels

57. Actions
1. Focus on networking
benefits of social media,
not traffic benefits.
2. Resource allocation!

58. Turning
marketing
ideas into
questions
What phrases
are we ranking
for?
6

59. Acquisition > SEO > Queries

60. Acquisition > SEO > Queries

61. Acquisition > SEO > Queries

62. Acquisition > SEO > Queries

63. Acquisition > SEO > Queries

64. Actions
1. Find the pages. Confirm
the rankings.
2. Improve the page by
adding detail, keywords,
video, internal linking, etc.

65. • Which email campaigns pull in the most visits?
• Which pull in visitors who dig deeper?
• Which sites have linked to us recently?
Are they sending us referral visitors?
More Q’s to Ask Your Acquisition Reports

66. BEHAVIOR REPORTS

67. Turning
marketing
ideas into
questions
What are people
looking for on
our site?
7

68. Behavior > Site Search > Search Terms

69. Behavior > Site Search > Search Terms

70. Behavior > Site Search > Search Terms

71. Behavior > Site Search > Search Terms

72. Actions
1. Optimize your own pages
for your own search tool.
2. Publish content on those
topics.

73. Turning
marketing
ideas into
questions
Are they
reading what
we’re writing?
8

74. Percent Content Consumption vs. Percent Published

75. Actions
1. Publish more content on
those popular topics.
2. Promote the high value
content better.
3. Reconsider your content
strategy!

76. Turning
marketing
ideas into
questions
Which posts are
the most
engaging?
9

77. Behavior > Site Content > All Pages

78. Behavior > Site Content > All Pages

79. Behavior > Site Content > All Pages

80. Behavior > Site Content > All Pages

81. Behavior > Site Content > All Pages

82. Behavior > Site Content > All Pages

83. Actions
1. Publish more content on
the popular topics.
2. Link from the high traffic
posts to high converting
posts.

84. CONVERSION REPORTS

85. Turning
marketing
ideas into
questions
Which posts
inspire action?
10

86. Behavior > Site Content > All Pages

87. Behavior > Site Content > All Pages (filtered)

88. Behavior > Site Content > All Pages (filtered)

89. Conversions > Goals > Reverse Goal Path

90. Conversions > Goals > Reverse Goal Path

91. Conversions > Goals> Reverse Goal Path > Subscribers

92. Conversions > Goals> Reverse Goal Path > Subscribers

93. Conversions > Goals> Reverse Goal Path > Subscribers

94. Conversions > Goals> Reverse Goal Path > Subscribers

95. Conversions > Goals> Reverse Goal Path > Subscribers

96. Conversions > Goals> Reverse Goal Path > Subscribers

98. Behavior > Site Content > All Pages

99. Pageviews Per Blog Post

100. Subscribers Per Blog Post

101. Conversion Rate Per Blog Post!

102. Conversion Rate Per Blog Post

105. Actions
1. Drive traffic to these
posts, through social,
email, internal linking, ads,
etc.
2. Publish more content on
these topics.

106. Turning
marketing
ideas into
questions
Which pages
support the
lead gen
funnel?
11

108. Turning
marketing
ideas into
questions
Where are we
losing people
during checkout?
12

109. Conversions > Goals > Funnel Visualization

110. Conversions > Goals > Funnel Visualization

111. Actions
1. Reduce number of steps.
2. Remove distractions.
3. Answer top questions
earlier.

112. • What hour of day, day of week or month of year are
visitors most likely to act?
• Are people buying right away?
More Q’s to Ask Your Conversion Reports

113. Data-Driven
Empathy

117. Content marketing is a lot of work...

119. Every number
in your
Analytics is
inaccurate...but so what?

120. Caution:
Bad Audience Data

122. 1. No cookie? No data.
2. JavaScript Disabled? No data
3. Time on page? Or time on tab?
4. Same Device, Different User
5. Same User, Different Device
This can be a problem...

123. First Touch Deep Dive Purchase Mo’ Purchase Loyalty

124. First Touch Deep Dive Purchase Mo’ Purchase Loyalty
Visitor 1 Visitor 2 Visitor 2 Visitor 3 Visitor 4

125. First Touch Deep Dive Purchase Mo’ Purchase Loyalty
Visitor 1 Visitor 1 Visitor 1 Visitor 1 Visitor 1

126. Is that you in your Analytics? Create a filter!

127. Is that you in your Analytics? Create a filter!

130. Are those robots in your Analytics? Exclude ‘em!

131. Are those robots in your Analytics? Exclude ‘em!

132. Are those robots in your Analytics? Exclude ‘em!

133. Caution:
Bad Acquisition Data

134. Traffic Sources Aren’t What They Seem

135. Use URL Tracking Code for “Campaign” Reports

136. Use URL Tracking Code for “Campaign” Reports

137. Use URL Tracking Code for “Campaign” Reports

138. Use URL Tracking Code for “Campaign” Reports

139. Use URL Tracking Code for “Campaign” Reports

140. Use URL Tracking Code for “Campaign” Reports

141. Caution:
Bad Behavior Data

145. Admin > Property Settings

146. Caution:
Bad Conversion Data

147. What does success look like? Setup Goals!

148. Admin > View > Goals

149. Admin > View > Goals

150. Admin > View > Goals

151. Admin > View > Goals

152. Admin > View > Goals

153. Conversions > Goals > Funnel Visualization

155. Bottom Line

156. Thank you!
I really hope that was useful...
#contentjam
Andy Crestodina,
Owner, Orbit Media Studios
@crestodina

157. These might help...