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Getting more from Google Analytics

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  • Presentation Focus is 3 practical things you can do to get more from GA.
    > Now used by around 300k accounts W`wide/ Recent Major update / Extendable Tracking code for custom variables/
    >Now a `data framework` ie in addition to the regular interface it now has an easy to use API./
    > Google looking to extend it beyond existing web site data eg adding Social Tracking, etc
    > Now a group of 3rd party suppliers of plug-ins.
  • Advanced Segments. BEWARE Site Wide Averages.
    >The purpose of GA data is to help people make better decisions re audiences, content.
    > To do this site wide averages are useless actually worse as they are misleading ( see Blog Post)
    > Advanced Segments are a great way to find actionable data ( Profiles less important these days)
    > Default and Custom segments. So: By region/city/New/ Returning/by `engagement`/SOURCE: ads/banners/SMedia/etc CONTENT:
    Lovely features such as Preview Segment and Test Segment
    GA was designed to show how the effect of AdWords/Marketing.
  • Default Segments
    Custom Segments can be easily created and tested.
  • Goals/Multichannel Funnels
    For an ecommerce site it will be about leads/sales, etc. But for a `content site` eg BBC, Newspaper Sites.
    > NB: Maximum 30 Goals per Profile.
    Goals can be: URL reached/ Time on Site/ Pages Viewed/ or Events: eg form completed/downloads/Video viewed, etc
    Eg Number of visitors that you send to a `partner` site.

    >MultiChannel Funnels: Assisted Conversions. What channel contributed to Goals ? Not just `last click attribution`
  • Can be any of 3 kinds;
    1. Events such as: download/ link to another site/ Sign-up /
    2. Engagement: ie Time on Site/ Pages Viewed/
    3. URL destination:
    4: Not easy to copy Goals from PROFILE to Profile.
  • Making good use of computers – let them find changes in usage patterns.
    Automatic or Manual
    You can get email notification too
  • Custom Alerts created automatically based on the performance of your site.
    Custom Alerts can be auto sent to your email address.

Transcript

  • 1. Getting more from Google Analytics Seamus Morley Find50 Marketing www.find50-marketing.co.uk Twitter: @find50
  • 2. Advanced Segments • Where do visitors come from ? – Organic/SocialMedia/Grant PPC, Display Ads... • Where did they go on the site ? – Top Pages/Site Sections/Return Visits • What did they complete? – Downloads/SignUps/ beware site-wide averages
  • 3. C Arjen van den Broek Goals Measuring Success Ecommerce Site > £/£/£ Content Site > `more visits staying longer` > Time on Site/ > BRate/PagesVisit > Market Share ? Multi-Channel Funnels – who contributed ?
  • 4. GA - GOALS Multi-Channel Funnels
  • 5. Intelligence Events • `Unknown unknowns` • Custom • Automatic
  • 6. GA - Three key features • Advanced Segments • Goals • Intelligence Events • Actionable data • Measuring site success • Find `unknown unknowns`
  • 7. For more follow me on Twitter:@find50. First 3 new followers will get a free web site review/ consultation. Presentation plus notes available at: www.find50-marketing.co.uk Comments/feedback welcome at: seamus@find50-marketing.co.uk