Breakout GoMeasure (sg and kl) - google analytics 101 - clicktrue.ppt

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  • 1. Google Analytics 101Bertrand Taybit.ly/clicktruega
  • 2. Google Confidential and Proprietary 2
  • 3. BackgroundUI Overview•  The mobile internet is today’s main driver of growth in time- Find online. way around Google Analytics spent your•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 4. Initial ScreenWhen you first login to your Google Analytics account, you’ll see a screen similar to the one below. In this screenshot, the user has access to 5 Google Analytics accounts and 6 profiles. Click on the name of the profile you would like to access.You can also toggle to your other Analytics accounts using the drop-down menu at the top right of the page. Google Confidential and Proprietary 4
  • 5. Report InterfaceUpon clicking on a Profile, you’ll be taken to the Visitors Overview Report. Google Confidential and Proprietary 5
  • 6. Report Structure•  Visitors - Visitor information such as loyal, language, and location•  Advertising - AdWords Campaign reports and performance•  Traffic Sources - Natural and paid sources of traffic•  Content - Pages viewed•  Conversions - Goal conversion rates and goal paths - Ecommerce tracking, visitor loyalty, revenue sources and product specific information Google Confidential and Proprietary 6
  • 7. CategoriesGoogle Analytics has over 80 reports to help you gauge your sites performance1. Visitors This section provides information on visitor interaction with your site, the type of visitors, and information about how they are viewing your site.2. Traffic Sources Find out how different offline or online sources sent traffic to your site. View which sources are driving the most traffic to your site and spot trends from the provided graphs and charts.3. Content These reports are all about the pages in your site and how visitors interacted with each one. Use the data here to find time on page, landing and exit page information, and a navigation summary for pages. Google Confidential and Proprietary 7
  • 8. Categories4. Goals If youve set goals for your Analytics account, then you should see data in these reports.5. Ecommerce For Ecommerce site owners, these reports give extremely helpful information on the revenue, transaction, and ecommerce activity on a site. Theres a whole section on product performance to view your top-selling product, right down to the SKU number. Google Confidential and Proprietary 8
  • 9. Setting The Report DateTo change your date range, click the arrow next to the active date range displayed at the upper right of all reports.You can then use the calendar to select a new date range. Google Confidential and Proprietary 9
  • 10. Comparing Date RangeYou can also select a date range to compare to the current selected date range. You should use a comparison date range to see how your site is performing month over month, year over year or even from one day to another.The date range and comparison date ranges you select will apply to all your reports and graphs. You can also change your date range selection by Day, Week or Month in the Date Range dropdown menu. Google Confidential and Proprietary 10
  • 11. Scorecards•  Nearly every report contains a short narrative that summarizes the traffic that’s included in the report.•  The scorecard provides metric aggregates and averages for the traffic.•  Each box in the scorecard contains a question mark button. Hovering your mouse over it opens a small window that explains how the metric is calculated. Google Confidential and Proprietary 11
  • 12. Report TabsMost reports provide tabs that show different sets of data.•  The Site Usage tab shows metrics such as the number of pages viewed per visit, the average time on site, and the bounce rate.•  The Goal Conversion tab (if goals have been set) shows the conversion rates for each of your goals.•  The Ecommerce tab shows you metrics such as Ecommerce revenue, number of transactions, and average value.•  The AdWords Campaigns reports have an additional tab called Clicks. This tab contains AdWords related metrics such as clicks, cost, revenue per click and ROI. Google Confidential and Proprietary 12
  • 13. Search FunctionThe search box helps you filter out relevant data. Google Confidential and Proprietary 13
  • 14. Dashboard•  The dashboard is where you put all the summary information about your site that you want to see at a glance.•  To add a report to the dashboard, click on the +ADD WIDGET button.•  Position the report summaries however you like and delete the ones you dont need. Google Confidential and Proprietary 14
  • 15. Google Confidential and Proprietary 15
  • 16. Where Are We Today…and Where Are WeGoing? Today$ Digital Media Non-Digital Media 1995 2007 2050? 1 Google Confidential and Proprietary 6
  • 17. Why Is Your Business Online?•  Why does your website exist?•  What are you hoping to accomplish for your business by being on the web?•  What are the three most important priorities for your website?•  What are your desirable outcomes?Clarity is very important – prevents wallowing in data. Google Confidential and Proprietary 17
  • 18. Agenda1 Business Objectives & Goals2 Improve Your Reach & Impact3 Know What People Like & Want4 Q&A Google Confidential and Proprietary 18
  • 19. Background & GoalsBusiness Objectives•  The mobile internet is today’s main driver of growth in time- Identifying Business Objectives spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 20. Business Objectives Should Be DUMB•  Doable – Easily actionable•  Understandable – Simple to understand•  Manageable – Plan your resources wisely•  Beneficial – Beneficial to company, customers, stockholdersMake sure your Business Objectives fit the above criteria Google Confidential and Proprietary 20
  • 21. KPIs in Google Analytics = METRICSIn Google Analytics, a KPI is a metric that helps you understand how you aredoing against your objectives. Google Confidential and Proprietary 21
  • 22. Business Objective Example 1Objective: Increase profitability for online bookingGoal: Sell more roomsNot a good KPI: Time-on-site, Pages/VisitGreat KPI: Average Order Value, Cost-Per-Transaction,Target: 10% increase in average order value, 5% decrease in cost-per transaction Google Confidential and Proprietary 22
  • 23. Business Objective Example 2Objective: Profitable Web NewspaperGoal: Engaged VisitorsNot a good KPI: Daily Unique VisitorsGreat KPI: Visitor Loyalty, number of ads clickedTarget: 70% Returning Visitors, 1% of impressions Google Confidential and Proprietary 23
  • 24. Business Objectives & Goals Background- Goals In Google Analytics•  The mobile internet is today’s main driver of growth in time- Setting Up Goals spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 25. Goal OverviewGoal Overview Page: SPHM Micro and macro goalsSetting up Goals Google Confidential and Proprietary 25
  • 26. Setting Up Goals Google Confidential and Proprietary 26
  • 27. Agenda1 Business Objectives & Goals2 Improve Your Reach & Impact3 Know What People Like & Want4 Q&A Google Confidential and Proprietary 27
  • 28. Improve Your Reach & Impact Background- Measure and improve your online marketing efforts•  The mobile internet is today’s main driver of growth in timewith Google Analytics. spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 29. How  can  I  compare  my  various   online  marke.ng  efforts   against  common  metrics?   How  can  I  see  how  ad   content  and  keywords   influence  visit  quality?   How  can  I  make  my  marke.ng  campaigns  more   effec.ve  &  accountable?   Google Confidential and Proprietary 29
  • 30. See  all   post-­‐click   performance  in  one  place   Tight  integra+on  with   AdWords  reveals  more   data  than  any  other  tool.  Now  I  know  my  ROI  and  the  effec+veness  of  my  adver+sing  efforts..   Google Confidential and Proprietary 30
  • 31. Background & ImpactImprove Your Reach•  The mobile internet is today’s main driver of growth in time- Analysing campaigns and how to tag them spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 32. Campaign  Measurement  in  Google  Analy+cs1.  Campaign measurement is performed by adding tags to your destination URLs2.  Without a tag, all visitors appear to come through organic , referral , or direct3.  All campaigns need to be tagged in order to be tracked in Google Analytics Individual  URL  Builder:     Bulk  URL  Builder:         hJp://goo.gl/4LiMV   hJp://goo.gl/MiytW       (or  search  Google  for   analy.cs  url  builder )   (Google  Docs  Spreadsheet)   Google Confidential and Proprietary 32
  • 33. Analyzing Campaigns Google Confidential and Proprietary 33
  • 34. Analyzing CampaignsComparing conversion performance Google Confidential and Proprietary 34
  • 35. Analyzing CampaignsDrilling into campaigns Google Confidential and Proprietary 35
  • 36. Background & ImpactImprove Your Reach•  The mobile internet is today’s main driver of growth in time- The New Multi-Channel Funnels spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 37. MCF Demo Google Confidential and Proprietary 37
  • 38. Improve Your Reach & Impact Background- How we optimised a client’s AdWords campaign•  The mobile internet is today’s main driver of growth in timeand increased conversions by 114% spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 39. Problem: Non real-time analysis Sign-ups via 1 month enquiry form delay Google Confidential and Proprietary 39
  • 40. Solution: Integrating Google AdWords andGoogle Analytics Google Confidential and Proprietary 40
  • 41. Step 1 – Linking AdWords + Google AnalyticsLink the Google AdWords account to the Google Analytics account Google Confidential and Proprietary 41
  • 42. Step 2 - Define goals within Google Analytics We defined a goal in their Google Analytics account as visitors who arrived at a “Thank You” page after submitting their contact details. Google Confidential and Proprietary 42
  • 43. Step 3: Taking action by optimising keywords•  No longer just about clicks and cost-per-click For example, when we first ran the campaign, the keyword “CCTV” generated the most number of clicks. We needed to find out if this keyword was effective in producing qualified leads. On closer inspection, we saw that the keyword “CCTV” was performing poorly in terms of bounce rate and conversion rate. Google Confidential and Proprietary 43
  • 44. Step 3: Taking action by optimising keywords To help optimise the performance of this keyword, we analysed the actual search query used by visitors that contributed to goal conversions. For example, visitors who searched for “CCTV Singapore” and clicked on the client’s ads were more likely to sign-up and convert. Google Confidential and Proprietary 44
  • 45. Step 3: Taking action by optimising keywords Through the use of better defined keywords, such as with appropriate keyword matching, we obtained: Conversion Rate – increase from 1.55% to a range of 1.96% to 25% and a corresponding increase in ROI of at least 66%. Google Confidential and Proprietary 45
  • 46. Your Valuable Takeaways•  Setting goals allows us to measure site performance and understand whether we are being successful or where we need to improve.•  Linking AdWords and Google Analytics accounts allows us to assess paid traffic performance in terms of bounce rates and conversion rates.•  Analyse your Google Analytics data on a regular basis and take immediate actions to experience real-time gains. Google Confidential and Proprietary 46
  • 47. Agenda1 Business Objectives & Goals2 Improve Your Reach & Impact3 Know What People Like & Want4 Q&A Google Confidential and Proprietary 47
  • 48. Know What People Like & Want Background- Understanding the importance of segmenting your•  The mobile internet is today’s main driver of growth in timedata online. spent•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 49. We Are Different•  Averages give you average data.•  Aggregate data does not provide sufficient insights. Segmentation overcomes this problem. Google Confidential and Proprietary 49
  • 50. Segments•  Advanced segmenting allows you to see a particular portion of your site’s traffic in Google Analytics.•  Allows you to analyse reports based on a certain set of visitor attributes. Google Confidential and Proprietary 50
  • 51. Conversion Overview Page With AdvancedSegments[SlideContent] Google Confidential and Proprietary 51
  • 52. Segmenting Is Easy With Google AnalyticsDefault Segments + Custom Segments Google Confidential and Proprietary 52
  • 53. Setting Up A Custom Segment4 easy steps. Google Confidential and Proprietary 53
  • 54. BackgroundLike & WantKnow What People•  The mobile internet is today’s main driver of growth in time- Let’sonline.social! spent get•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 55. Social EngagementLike, +1, and Retweet buttons have become commonplace on websites. Are you measuring how effective social engagement is on your site? Google Confidential and Proprietary 55
  • 56. Social Engagement ReportThe Social Engagement report lets you see how site behavior changes for visits that include clicks on +1 buttons or other social actions. This allows you to determine, for example, whether people who +1 your pages during a visit are likely to spend more time on your site than people who don’t. Google Confidential and Proprietary 56
  • 57. Social Actions Report Analyse the number of social actions (+1 clicks, Tweets, etc) taken on your site, all in one place. Google Confidential and Proprietary 57
  • 58. Social Pages ReportFind out which content visitors engaged with the most. Google Confidential and Proprietary 58
  • 59. BackgroundLike & WantKnow What People•  The mobile internet is today’s main driver of growth in time- Understanding Mobile users spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 60. Mobile Reports The Mobile Overview report shows the simple breakdown between mobile traffic and non-mobile traffic. Google Confidential and Proprietary 60
  • 61. Mobile Overview Report Although mobile conversion numbers are usually lower than traditional computers, they can no longer be ignored. Google Confidential and Proprietary 61
  • 62. Mobile Device Report The Mobile Device Report provides information about the various mobile devices that visit your site. Google Confidential and Proprietary 62
  • 63. Mobile Operating System Google Confidential and Proprietary 63
  • 64. Agenda1 Business Objectives & Goals2 Improve Your Reach & Impact3 Know What People Like & Want4 Q&A Google Confidential and Proprietary 64
  • 65. Questions? bit.ly/clicktruega
  • 66. clickTRUE’s Google Analytics BackgroundTraining Solution•  The mobile internet is today’s main driver of growth in time- Tailored hands-on consultation spent online.•  Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.•  Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
  • 67. The Process 1. Think-tank 2. Crafting and 3. Interactive Session Grafting Training Session•  Understand client s •  Create GA Account •  Provide insights and problems and tailored solutions objectives •  Studying existing GA Data (if any) •  Provide hands-on•  Site Audit training for staff •  Relevant handouts •  Cultivate a Google •  Formulate a custom Analytics Culture training session Google Confidential and Proprietary 67
  • 68. Interested? bit.ly/clicktruega Google Confidential and Proprietary 68