Gauge October 2012

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  • I like helping people out, answer ?s on twitter, but make sure you have me!
  • Strong community focus~50 employees & growing
  • Running thru most common questions I get
  • Running thru most common questions I get
  • So many awesome things linked from this page. Would love to hear from Google what interaction w/ the page actually looks like!
  • Select datesMention selecting the whole month
  • Select datesMention selecting the whole month
  • Plot rows – how does x compare to y?
  • Plot rows
  • Look @ conversion rate
  • A lot of people don’t know this exists. Look for YOUR traffic. For the web overall. How many visitors
  • Know how to size your pages for your visitors to see what’s below the fold
  • Analyze by device to better segment, esp for paid search
  • No conversion funnel, though.
  • Adobe info
  • 30 day windowMelaine spoke about yesterday
  • Explain Direct difference from rest of GA
  • Social plugins (or proper tagging) will get you these reports
  • ShareThis – easy. AddThis – needs one extra line of code.Simple to set up with AddThis or ShareThisGoogle +1 tracks automatically
  • It can have a low bounce rate or frequent visits. = good traffic to attract.Adobe whitepaper
  • Be Lazy
  • Set your dashboards to email the right people at the right times

Transcript

  • 1. Loving the New GA @rachaelgerson
  • 2. Rachael Gerson • Google Analytics Top Contributor • Analytics @ SEER Interactive, reformed SEO 3
  • 3. @rachaelgerson, not @rachelgerson
  • 4. @seerinteractive@SEERinteractiveCelebrating 10 yearsSEO, PPC & Analytics 5
  • 5. Our Goal • Exposure to new features 6
  • 6. Our Plan • New features, reports – How to access – Brief overview • GA “hacks” • Q&A 7
  • 7. Timeline March 17, 2011 Google shared new GA with GAUGE attendees April 20, 2011 New Google Analytics available to everyone July 17, 2012 Old Google Analytics turned off 8
  • 8. Are We Over the Hate? 9
  • 9. “New” GA is: • Easy to use • Intuitive • Fun 10
  • 10. “New” GA Rocks • Is easy to use • Is intuitive • Rocks 11
  • 11. GA Sign In – SO MANY RESOURCES!!! 12
  • 12. Navigation – Old Version Best Thing: Overview 13
  • 13. Navigation 14
  • 14. Navigation Quick access to settings Search & select from all accounts Search for accounts or profiles Show visits Star favorite profiles + expands to show other profiles - closes to show fewer profiles 15
  • 15. Search Usability Update • Searching in menus – For reports – For profiles 16
  • 16. Navigation Admin Settings Not a link Home Most reports Custom Reports 17
  • 17. Side Navigation • Reports dont populate until deeper navigation link clicked Expand & collapse side nav 18
  • 18. Date Selection • Can still select month • Typing date is easier now • Can’t select week 19
  • 19. Compare Different Time Periods • Month Over Month 20
  • 20. Compare Different Time Periods • Year Over Year 21
  • 21. Keyword Clouds 22
  • 22. Report Layouts – Term Cloud 23
  • 23. Can Also Visualize By: • Conversion Rate • Bounce Rate • Individual Goal Completions 24
  • 24. Compare Performance 25
  • 25. Compare Performance – Plot Rows • How does x compare to y? • Previously, needed to create advanced segments to answer 26
  • 26. Compare Performance – Plot Rows 27
  • 27. Compare Performance – Plot Rows 28
  • 28. How Do I See HowBrowsers or Devices Perform? 29
  • 29. Know What Your Visitors Use – Browser • Make sure your site can convert on all of the browsers that drive traffic! 30
  • 30. Know What Your Visitors Use – Browser 31
  • 31. Browser Size – In-Page Analytics 32
  • 32. Why Should You Care? 33
  • 33. @rachaelgerson 34
  • 34. How Does Mobile Perform? 35
  • 35. Mobile Reporting • Use reports to figure out: – How site performs on different mobile products or brands – Mobile platforms to develop 36
  • 36. Mobile Reporting • How to access 37
  • 37. Mobile Reporting • Overview 38
  • 38. Mobile Reporting • Device reports 39
  • 39. Should I Make a Mobile Site? • Do you already get mobile traffic? • How do visits for mobile compare to desktop? • Let the data make your decision. 40
  • 40. How Can I Track File Downloads,Interaction with Videos or Dynamic Sites? 41
  • 41. Event Tracking • To get goals for these actions previously, needed to use virtual pageviews _gaq.push([_trackPageview, /downloads/pdfs/corporateBrief.pdf]); • Now… Event Tracking! <a href="#" onClick="_gaq.push([_trackEvent, PDF, Download, Corporate Brief]);">Download</a> 42
  • 42. How to Access Event Tracking • Event Tracking 43
  • 43. Event Reports • Can view top pages with events 44
  • 44. Event Tracking • Setting up events as goals 45
  • 45. Always Segment • “Analyzing data in aggregate is a crime against humanity.” 46
  • 46. So… How Do I Segment? 47
  • 47. Biggest Problem With Segments – Old Version • 3 segments + all traffic = skewed graphs 48
  • 48. Now Apply Up To Four Segments 49
  • 49. Apply Several Default Advanced Segments 50
  • 50. Apply Several Default Advanced Segments • Will start getting data broken out by the segments 51
  • 51. Is One Segment Skewing the Others? • Turn off segments individually 52
  • 52. Caveat About Segmenting Traffic • Data sampling (grrr) 53
  • 53. Minimize the Impact of Sampling • Always Choose Higher Precision 54
  • 54. Test & Preview Segments Before Applying 55
  • 55. Want to Apply to ALL Profiles? • Pick which profiles to share advanced segments with 56
  • 56. Sharing Advanced Segments 57
  • 57. Sharing Advanced Segments 58
  • 58. Where Do PeopleClick on My Site? 59
  • 59. What Was the Biggest Problem? 60
  • 60. In-Page Analytics • 61
  • 61. In-Page Analytics • Updates: – Number of times link appears on page – Color coding for bubbles – Fading site to focus on metrics 62
  • 62. Don’t Forget • Advanced Segments can be applied 63
  • 63. Attribution First click attribution vs Last click attribution 64
  • 64. Multi-Channel Funnel Reports Referral Organic Search Direct 65
  • 65. Assisted Conversions 66
  • 66. Top Conversion Paths 67
  • 67. Time Lag • Use for paid search 68
  • 68. Path Length in Interactions 69
  • 69. Segment Everything • Conversion segments 70
  • 70. Keep in mind • 30 day view • Won’t match the rest of GA • Goals need to be set up & have values 71
  • 71. How Do VisitorsEngage With Social Media On My Site? 72
  • 72. Social Reports 73
  • 73. Social Reports • Google’s goal with social media reports: – Bridge the gap between social media & the business metrics you care aboutUse to get the value oftraffic from social mediasites;how visits lead to directconversions or assist infuture conversions 74
  • 74. Social Reports – Social Value 75
  • 75. Social Reports – Network Driving Traffic • Which social networks drive traffic? 76
  • 76. Social Reports – Shared URL • Which pages are being shared socially? 77
  • 77. Social Reports – Activity streams • What are people saying about your site? 78
  • 78. Social Reports – Conversions From Social • Which social networks convert? 79
  • 79. Social Source & Action • Which social actions are they taking? 80
  • 80. Pages Driving Social Actions • Which pages drive the social actions? 81
  • 81. Social Visitors Flow 82
  • 82. Set Up Social Plugins 83
  • 83. Social Media Traffic Doesn’t Need to Convert • “First click attribution more accurately captures the impact of social media - increasing its value by up to 94%.” 84
  • 84. Social – Assisted vs Last Click 85
  • 85. Content Experiments 86
  • 86. “Content Experiments” • Formerly Google Website Optimizer • A/B test different versions of a page 87
  • 87. Compare Version Performance 88
  • 88. Remarketing • Anyone ever have this happen? 89
  • 89. Remarketing 90
  • 90. Remarketing 91
  • 91. Remarketing 92
  • 92. Remarketing 93
  • 93. Remarketing 94
  • 94. Remarketing 95
  • 95. Tag Management 96
  • 96. GA App for Android 97
  • 97. Report Freshness • Reports are run, then cached • Can be refreshed • “Report generated” shows up below reports • Why should you care? Faster experience 98
  • 98. Flow Visualization 99
  • 99. Flow Visualization • Use to visualize & quickly find insights about how visitors flow through site 100
  • 100. Flow Visualization • See where are visitors dropping out of funnel • Drill deeper with segments 101
  • 101. Flow Visualization • Main difference between Visitors Flow & Goal Flow – Goal Flow report only uses steps configured in conversion funnel • Flow Reports: – Visitors Flow – Goal Flow – Social Visitors Flow – Event Flow 102
  • 102. Stats on Site Speed 40% of people abandon a site that takes more than 3 seconds to load A 1 second delay can result in a 7% reduction in conversions 103
  • 103. Site Speed “If you thought users would leave your site in a blink of an eye, you would be wrong. Theyll leave even faster than that!” – Avinash 104
  • 104. Site Speed Analytics Report • So, how quickly does my site load? 105
  • 105. Site Speed Analytics Report • Measure Site Usage & Technical data related to page load time 106
  • 106. Site Speed Analytics Report • Evaluate Performance for different time buckets & regions 107
  • 107. Site Speed Analytics Report • How to set up – At launch, needed: _gaq.push([_trackPageLoadTime]); • Now automatic 108
  • 108. Site Speed Analytics Report • Uses for Site Speed Reports – Which landing pages are slowest? – Which campaigns correspond to faster page loads overall? – How does page load time vary across geographies? – Does your site load faster/slow for different browsers? 109
  • 109. Who Here UsesWebmaster Tools? 110
  • 110. Webmaster Tools Integration • Need to connect GA with Webmaster Tools first • Data from Webmaster Tools: – Queries – Landing Pages – Countries driving traffic – Google Property 111
  • 111. Webmaster Tools Integration • Not 100% accurate. Use for trends. • Data from Webmaster Tools: – Impressions – Clicks – Average Position – CTR • Sound familiar?? 112
  • 112. Webmaster Tools Integration • View Property from Traffic Sources > SEO > Geo Summary > Google Property 113
  • 113. Webmaster Tools Integration • SEO reports are not organic traffic! 114
  • 114. Google Analytics Real-Time • How can I know whats happening on my site right now? 115
  • 115. Google Analytics Real-Time 116
  • 116. Google Analytics Real-Time • Use Real-Time to View: – Top referrals – Traffic sources – Active pages – current and last 30 minutes – Keywords – Locations driving traffic 117
  • 117. Google Analytics Real-Time • Reports are under Home tab 118
  • 118. Google Analytics Real-Time • Real-Time reports can be filtered • Filters show at the top of the page 119
  • 119. Google Analytics Real-Time • Keep in mind: – Real-Time reports ignore filters on profiles – The rest of GA still isnt real time – Top Pages show campaign tracking as separate pages – “Users” cannot see Real-Time 120
  • 120. Google Analytics Real-Time • Use Real-Time to: – Test campaign tagging http://www.demo.com/?utm_source=twitter&utm_medium=referral&utm_campaign=test – Know when to re-engage users with content 121
  • 121. My Advice – Be Lazy Be Lazy 122
  • 122. Find a Report You Like? 123
  • 123. Email Reports • GA gives you the option to email reports 124
  • 124. Schedule Reports 125
  • 125. Export • Like the report you’re on? Export it 126
  • 126. Make Your Life Easier • Get notified about changes to traffic automatically 127
  • 127. Analytics Intelligence • Can search, sort & drill into details 128
  • 128. Analytics Intelligence • Can explore event, add annotation, or go directly to report 129
  • 129. Analytics Intelligence 130
  • 130. Create Your Own Alerts • Get notifications when site behavior changes 131
  • 131. Sample alert recipes • Bounce Rate – is greater than x% • Visits – is less than 1 • Goal Conversions – Increase or Decrease [x% or x] from previous day / week • Visits from [Medium, Source, Keyword, etc.] – Increase or Decrease [x% or x] from previous day / week 132
  • 132. Do I Really Have to Make a Brand New Custom Report?  133
  • 133. Working with Custom Reports • Sometimes the standard reports just don’t cut it – When you have to do forensic research – When you need to look at unique visitors – When you need a custom drill down path 134
  • 134. EASY “Custom” Reports • Customize existing reports to make your own • Use to create improved versions of standard GA reports 135
  • 135. Customized the Keywords Report 136
  • 136. Always Go to the Same Reports? 137
  • 137. Shortcuts • Shortcuts will save: – Standard or custom report for context – Currently viewed tab on the report – Sort order – Advanced segments – Graphed metric 138
  • 138. Shortcuts – Add Shortcut 139
  • 139. Shortcuts • Access Shortcut 140
  • 140. How Do I Look Quickly at the Data That Matters Most to Me? 141
  • 141. Dashboards • Accessing dashboards in navigation: • 142
  • 142. Dashboards • Accessing dashboards in navigation: 143
  • 143. Dashboards • From scratch 144
  • 144. Dashboards • From scratch 145
  • 145. Creating Dashboards • From reports 146
  • 146. Dashboards • Create dashboards for each group or purpose, based on needs 147
  • 147. Dashboards • Justin Cutronis mobile ecommerce dashboard 148
  • 148. Dashboards • Dashboards aren’t shared between accounts (logins) 149
  • 149. Dashboards • But… can share dashboards! 150
  • 150. Email Dashboards 151
  • 151. How Can I MakeDuplicating Profiles Easier? 152
  • 152. New Feature – Copy Profiles 153
  • 153. New Feature – Copy Profiles 154
  • 154. Favorite GA Hacks,Tools & Resources
  • 155. Favorite GA “Hacks” – Export Rows • View & Export 500+ Rows – Set “Show rows” from 10 to any higher number 156
  • 156. Favorite GA “Hacks” – Export Rows • Resulting URL now ends with: • Replace “25” with any number up to 20K • Hit enter – Wait while GA loads all rows • Export 157
  • 157. Favorite GA “Hacks” – Tag Clouds • Tag Clouds are fantastic • Only exist in Organic report 158
  • 158. Favorite GA “Hacks” – Tag Clouds • How can we get a tag cloud for Browser? 159
  • 159. Favorite GA “Hacks” – Tag Clouds 160
  • 160. Favorite GA “Hacks” – Tag Clouds 161
  • 161. Favorite GA “Hacks” – Bookmark Reports • Every report has a unique URL • Visit the same reports daily? – Open each report in a separate tab – Chrome > Settings > Open a specific page or set of pages > Set pages > Use Current Pages 162
  • 162. Additional Tools – Analytics Helper http://bit.ly/analyticshelper 163
  • 163. Additional Tools – Screaming Frog http://bit.ly/sf-ga 164
  • 164. Additional Tools – GA Copy & Paste http://bit.ly/ga-copy 165
  • 165. Additional Tools – RegEx Checker http://bit.ly/regex-checker 166
  • 166. Additional Tools – GA Debugger http://bit.ly/ga-debugger 167
  • 167. Additional Tools – Advanced Tracking Made Easy gaconfig.com http://gaconfig.com 168
  • 168. Additional Tools – WordPress Note 169
  • 169. Google Analytics for WordPress 170
  • 170. CrazyEgg: Heat-Mapping Technology • NOT a GA tool – How are visitors engaging with the site? – What can we learn about on-site behavior? 171
  • 171. Geckoboard: Additional Dashboard • NOT a GA tool – Consider a 3rd party dashboard tool 172
  • 172. Google Analytics Official Resources • Blog: – http://analytics.blogspot.com • Help forum: – https://productforums.google.com/forum/#!forum/analytics • Help center: – http://support.google.com/analytics/?hl=en • YouTube channel: – http://www.youtube.com/googleanalytics?hl=en • GA Conversion University: – http://www.google.com/analytics/iq.html • GA developers: – https://developers.google.com/analytics/ 173
  • 173. Additional Resources• Blog: – http://www.kaushik.net/avinash/• Share reports & segments: – http://www.customreportsharing.com/• Blog: – http://cutroni.com/blog/ 174
  • 174. Questions? Questions? 175
  • 175. Thank you!! • Rachael Gerson – @rachaelgerson – rachaell@seerinteractive.com 176