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#InnovationWeek2014
@seobrien
Welcome to
Google
Analytics
#InnovationWeek2014
@seobrien

Data fundamentals

Traffic Sources

Bounce & Exit Rates

Profiles

Visits vs. Visitors...
#InnovationWeek2014
@seobrien
“Google Analytics, the
least exciting, most
important part of your
business”
- Paul O'Brien;...
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
Because the purpose of business is to
create a customer, the business
enterprise has two–and...
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
Add me to your account? Let's dig in live
paul@seobrien.com
#InnovationWeek2014
@seobrien
The 10 most
valuable, most
overlooked
Analytics
features
#InnovationWeek2014
@seobrien
Number 1
Use ONE Tracking code
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
Numero 2
Create Views
Formerly known as Profiles
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
число 3
Filter your Views
#InnovationWeek2014
@seobrien
1. Include Hostname
2. Remove Upper/Lower Case
3. Exclude IP Addresses
*Include / Exclude Ca...
#InnovationWeek2014
@seobrien
număr 4
Love Segmentation
#InnovationWeek2014
@seobrien

Track only blog post commenters

See loyal visitors with high repeat rate

Dig into long...
#InnovationWeek2014
@seobrien
číslo 5
Don't settle for
(not provided)
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
αριθμός 6
Campaign Tracking
Matters
#InnovationWeek2014
@seobrien

Make sure Source and Medium = GA's All Traffic

Source = facebook.com not Facebook

Medi...
#InnovationWeek2014
@seobrien
broj 7
Events track the
untrackable
Goals track points of completion
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
nimewo 8
Value Goals
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
nombre 9
Turn on Remarketing
#InnovationWeek2014
@seobrien

Monthly visitors

Engaged visitors: page views, time spent, events

Segments

Leads: re...
#InnovationWeek2014
@seobrien
liczba 10
Use Experiments
#InnovationWeek2014
@seobrien
#InnovationWeek2014
@seobrien
Go to 11
google.com/analytics/gallery
Social Media Dashboard
SEO Dashboard
Site Performance ...
#InnovationWeek2014
@seobrien
The Dirty Dozen
Annotate EVERYTHING
#InnovationWeek2014
@seobrien
http://seobrien.com
Your turn!
paul@seobrien.com
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Google Analytics for Startups

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Published on

Wade through the clutter, set up, simplify, draw some assumptions, and know what to ask, far too many entrepreneurs fail to appreciate the significance of which Google Analytics can answer nearly all of the questions you have as an early stage venture, and validate your business in ways far more valuable than acquiring a customer. Namely: How to scale. Here's how.

For more detail, visit: http://seobrien.com/google-analytics-startups

Transcript of "Google Analytics for Startups"

  1. 1. #InnovationWeek2014 @seobrien Welcome to Google Analytics
  2. 2. #InnovationWeek2014 @seobrien  Data fundamentals  Traffic Sources  Bounce & Exit Rates  Profiles  Visits vs. Visitors  Annotation  Filters  New vs. Repeat  Reports & Dashboards  Campaign Tracking  Goals  Events  Segmentation  Universal Analytics
  3. 3. #InnovationWeek2014 @seobrien “Google Analytics, the least exciting, most important part of your business” - Paul O'Brien; Google Analytics Romeo
  4. 4. #InnovationWeek2014 @seobrien
  5. 5. #InnovationWeek2014 @seobrien Because the purpose of business is to create a customer, the business enterprise has two–and only two– basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.
  6. 6. #InnovationWeek2014 @seobrien
  7. 7. #InnovationWeek2014 @seobrien
  8. 8. #InnovationWeek2014 @seobrien Add me to your account? Let's dig in live paul@seobrien.com
  9. 9. #InnovationWeek2014 @seobrien The 10 most valuable, most overlooked Analytics features
  10. 10. #InnovationWeek2014 @seobrien Number 1 Use ONE Tracking code
  11. 11. #InnovationWeek2014 @seobrien
  12. 12. #InnovationWeek2014 @seobrien Numero 2 Create Views Formerly known as Profiles
  13. 13. #InnovationWeek2014 @seobrien
  14. 14. #InnovationWeek2014 @seobrien
  15. 15. #InnovationWeek2014 @seobrien число 3 Filter your Views
  16. 16. #InnovationWeek2014 @seobrien 1. Include Hostname 2. Remove Upper/Lower Case 3. Exclude IP Addresses *Include / Exclude Campaign *Include / Exclude Region *Include / Exclude sub/folder Raw View? No filters
  17. 17. #InnovationWeek2014 @seobrien număr 4 Love Segmentation
  18. 18. #InnovationWeek2014 @seobrien  Track only blog post commenters  See loyal visitors with high repeat rate  Dig into long tail key word traffic  Index and estimate impact of word of mouth  Monitor high value customers
  19. 19. #InnovationWeek2014 @seobrien číslo 5 Don't settle for (not provided)
  20. 20. #InnovationWeek2014 @seobrien
  21. 21. #InnovationWeek2014 @seobrien
  22. 22. #InnovationWeek2014 @seobrien αριθμός 6 Campaign Tracking Matters
  23. 23. #InnovationWeek2014 @seobrien  Make sure Source and Medium = GA's All Traffic  Source = facebook.com not Facebook  Medium = cpc not Paid  Source is from where it came, not a platform  Mailchimp, Marketo = email  Adroll, Outbrain, etc.  Think of medium as format  Email formats: newsletter, DRIP, blog feed  Site formats: cpc, tweet, sponsored post, 300x250 seobrien.com/?utm_source=facebook.com&utm_medium=cpc&utm_campaign=right_news_feed_10%25off
  24. 24. #InnovationWeek2014 @seobrien broj 7 Events track the untrackable Goals track points of completion
  25. 25. #InnovationWeek2014 @seobrien
  26. 26. #InnovationWeek2014 @seobrien nimewo 8 Value Goals
  27. 27. #InnovationWeek2014 @seobrien
  28. 28. #InnovationWeek2014 @seobrien
  29. 29. #InnovationWeek2014 @seobrien nombre 9 Turn on Remarketing
  30. 30. #InnovationWeek2014 @seobrien  Monthly visitors  Engaged visitors: page views, time spent, events  Segments  Leads: repeat visitors, contact form completions  Converted visitors
  31. 31. #InnovationWeek2014 @seobrien liczba 10 Use Experiments
  32. 32. #InnovationWeek2014 @seobrien
  33. 33. #InnovationWeek2014 @seobrien Go to 11 google.com/analytics/gallery Social Media Dashboard SEO Dashboard Site Performance Dashboard Paid Search Reports Business KPIs Content Efficiency
  34. 34. #InnovationWeek2014 @seobrien The Dirty Dozen Annotate EVERYTHING
  35. 35. #InnovationWeek2014 @seobrien http://seobrien.com Your turn! paul@seobrien.com

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