5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
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5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)

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Five of my favorite Google Analytics reports and features, plus one I really, really don't like. At all.

Five of my favorite Google Analytics reports and features, plus one I really, really don't like. At all.

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5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it) 5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it) Presentation Transcript

  • 5 REPORTS THATSAVED MY ASSAND 1 THAT NEARLY KICKED IT
  • Ian Lurie@portentintian@portent.com
  • portent.co/5saversYes, like this, no ‘m’.
  • NAMES CHANGEDNUMBERS FUDGED
  • NAMES CHANGEDNUMBERS FUDGEDI HAVE NO CLUE
  • IAN’S 4 LAWS OF ANALYSIS
  • THERE IS NO BAD DATA.ONLY BAD ANALYSIS.
  • DON’T MEMORIZEKNOW WHAT’S POSSIBLEomg ian i cantremember allthis!!!
  • ANALYTICS ≠ REPORTS
  • ALL ANALYTICSCLARIFYRESULTSAFFECT ACTION
  • IF IT DOESN’TBAD THINGS HAPPEN
  • C.R.I.
  • 5 REPORTSTHAT AFFECT ACTION(AND THEIR STORIES)
  • CHAPTER 1THE ANALYSIS PARALYSISWHIRLPOOL OF DEATHhelp...
  • help...VISITS UNIQUE VISITORSVISITORS PAGEVIEWSSEARCHES REFERRERS TIMEON SITE AVG PAGEVIEWS/VISIT BOUNCE RATE EXITRATE ENTRANCES LANDINGPAGES KEYWORDSCAMPAIGNS AD GROUPSDOWNLOAD TIME LOAD TIMEOS PLATFORM FUNNELS NEWVISITS RETURN VISITS CITYSTATE BROWSER PLUGINS
  • TOO MANY METRICS.NOT ENOUGH ANALYSIS.
  • “I’M GOING TO HOLDOFF UNTIL THISALL MAKES SENSE.”
  • PROBLEMLACK OFCLARITY =C.R.I.
  • SOLUTIONCUSTOM DASHBOARDS
  • CLICK
  • CLICK
  • CLICK
  • CLICK
  • CLICK
  • CLICK
  • CLICKDRAG
  • CLICK
  • RESULTS CLARIFIEDWE MOST CAREABOUT THIS
  • RESULTS CLARIFIEDWE MOST CAREABOUT THISWE CAREABOUT THIS
  • A MORE SOPHISTICATEDAUDIENCE WANTS MORESTUFF
  • WHY I LOVE ITDASHBOARDSBRING CLARITY
  • LOTS OUT THERE
  • CHAPTER 2THE CONTENT DENIERSeverything looks finefrom here. i dont seeany content problems.
  • 1 BIG LIST290,000 PAGEVIEWS
  • OMGMORE MORE MORELISTS LISTS LISTS!!
  • 1 BIG LIST290,000 PAGEVIEWS11 CONVERSIONS
  • 160,000 UNIQUES290,000 PAGEVIEWS
  • 100 WAYS1000 WAYS10000 WAYS100000 WAYS1000000 WAYS10000000 WAYS1 * 10^10000 WAYS
  • PROBLEMLACK OF CLARITY =BAD DECISION MAKING
  • SOLUTIONCUSTOM REPORTS +AVINASH KAUSHIK +ADVANCED FILTERS
  • CLICK
  • CLICK
  • CLICKCLICK
  • CLICK
  • CLICK
  • CLICK
  • TA-DA!
  • ADD ADVANCED FILTERCLICK
  • ADD ADVANCED FILTERCLICK
  • GREAT PAGEVIEWS.BAD CONVERSIONS.
  • WHY I LOVE ITCUSTOM REPORTSBRING CLARITY ANDDIRECT NEXT ACTIONS
  • Eggs Milk ButterOstrichChickenDuckGoosePlatypusLargeSmallAngryFriendlyPerryDisguisedNot disguisedFakeCurse youCHAPTER 3THE MENUS ARE GONNA EXPLODE!!!!!
  • Drop downs go bye-bye
  • WE NEED THE DORPDOWNZ!!!!!!
  • Eggs Milk Butter
  • Eggs Milk ButterOstrichChickenDuckGoosePlatypusYakCowWildebeestGiraffeof Magnesia-y substances
  • Eggs Milk ButterOstrichChickenDuckGoosePlatypusLargeSmallAngryFriendlyPerry
  • Eggs Milk ButterOstrichChickenDuckGoosePlatypusLargeSmallAngryFriendlyPerryDisguisedNot disguisedFakeCurse you
  • MENU = 162 LINKS1,600 LINES OF CODE1-SECOND RENDER TIMETOTAL USER CONFUSION
  • Eggs Milk ButterOstrichChickenDuckGoosePlatypusLargeSmallAngryFriendlyPerryDisguisedNot disguisedFakeCurse you
  • No drop downsDrop downs
  • SORRY, I’M REALLY ‘VISUAL’-- NAMELESS CLIENT
  • PROBLEMC.R.I.
  • SOLUTIONDATE RANGE COMPARE
  • CLICK
  • No drop downsDrop downs
  • BUT WHERE’S THE PROOF?THE COUSIN’S MOTHER’S BROTHER’SFATHER’S FRIEND FROM THE COFFEESHOP SAID HE READ IN AN AIRLINEMAGAZINE THAT DROP DOWNS AREIMPORTANT AND GENERATE MOREREVENUE. HE’D KNOW, SINCE HE RUNSHIS OWN BUSINESS AND BUILT HIS OWNWEB SITE USING DREAMWEAVER.-- MS. ‘VISUAL’
  • ALAS
  • WHY I LOVE ITDATE RANGE COMPARISONEMPHASIZES CHANGE,WITH SEASONALITY
  • CHAPTER 4LAST. CLICK. ONLY.STOLEN FROM THE HUNT FOR RED OCTOBER BY PARAMOUNTPICTURES OH GOD PLEASE DON’T SUE ME
  • SOCIAL MEDIA IS JUSTGETTING US FOLLOWERS.IT’S NOT HELPING US.-- NAMELESS CLIENT
  • YEAH, BUT THAT’SNOT SALES.-- NAMELESS CLIENT
  • PROBLEMLACK OF ATTRIBUTION= WRONG ACTION
  • SOLUTIONRESEARCH + ASSISTS
  • google.com/think/tools/customer-journey-to-online-purchase.html
  • CLICK
  • CLICK
  • LONG TAILLOOK AT THE WHOLE LIST!!!!
  • 10% OF CONVERSIONSASSISTED BY SOCIAL
  • KEEP THE ADS
  • WHY I LOVE ITASSIST ATTRIBUTIONCLARIFIES SUCCESSESPREVENTS ‘OVER PRUNING’
  • CHAPTER 5THE CPA ICEBERGour cost peracquisition is great!
  • IS THE ADWORDSCPA REALLY OK?
  • CLICK
  • CLICK
  • WOO HOO!
  • PROBLEMSHALLOW ANALYSISHIDES POTENTIALPROBLEMS
  • SOLUTIONADVANCED SEGMENTS
  • CLICK
  • CLICK
  • CLICK
  • ALSO
  • DOH
  • SEGMENTINGCONVERSION DATAFINDS HUMUNGOUSMONEY-WASTERS
  • BONUS ROUNDWELL, IMDELIGHTED
  • PIVOT TABLES
  • MEH
  • CLICK
  • OOOOOH
  • ATTRIBUTION MODELING
  • IF YOU GOT IT, CLICK IT
  • PURE AWESOMENESS
  • NEVER EVER USE
  • NO CLICK!!!!!
  • BUH?
  • how does thatequal 100%?
  • WHY I HATES ITDOESN’T ADD UPHARD TO INTERPRETJUST PLAIN WRONG100% C.R.I. GENERATOR
  • IAN’S 4 LAWS OF ANALYSIS
  • THERE IS NO BAD DATA.ONLY BAD ANALYSIS.
  • DON’T MEMORIZEKNOW WHAT’S POSSIBLEim chill
  • ANALYTICS ≠ REPORTS
  • ALL ANALYTICSCLARIFYRESULTSAFFECT ACTION
  • DON’T LETC.R.I. HAPPENTO YOU.
  • @PORTENTINTIAN@PORTENT.COMPORTENT.CO/5saversTHROW MONEY