Web analytics for sane people
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An 'intro to web analytics' for beginners, plus a walkthrough on researching goals, etc..
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Web analytics for sane people
- 1. WEB ANALYTICS FOR SANE PEOPLE Ian Lurie @portentint ian@portent.com
- 2. portent.co/saneanalytics (Yes, use .co, not .com)
- 3. ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate weasel weasel hem haw qualify cau2on pick nits dodge ahem equivocate wease
- 4. WTH is analytics, anyway?
- 6. look! at! how! cool! I! am!
- 7. look! at! how! cool! I! am!
- 8. Analytics connects action to value
- 9. Analytics provides next steps
- 10. GOALS
- 11. A goal is a desired action
- 17. Completed goal = Conversion
- 18. For every person who [converts], I get [value].
- 19. For every person who buys a book, I get $9.
- 20. For every person who views my latest article, I get $3.
- 21. For every person who follows me on Facebook, I get $.41.
- 22. FIND 5 GOALS. ATTACH VALUES.
- 23. GOOGLE ANALYTICS
- 24. SETTING UP
- 29. COPY
- 32. PASTE
- 33. OR…
- 34. WHAT TO TRACK
- 36. QUANTITY HOW MANY?
- 37. QUANTITY HOW MANY? VISITS PEOPLE PAGEVIEWS
- 39. QUANTITY
- 40. QUANTITY VISIT 1 PERSON 1 TIME
- 41. QUANTITY VISITORS UNIQUE VISITOR 1 PERSON 1 PERSON 1 TIME 1+ TIMES A VISIT A PERSON
- 42. QUANTITY PAGEVIEW = 1 PAGE LOADED
- 44. QUALITY
- 45. QUALITY
- 46. QUALITY
- 48. QUALITY
- 50. QUALITY OMG WHAT THE HELL'S GOING ON! UNIVERSE ENDING PARADOX AARRRGHHH!!!!
- 51. oh. heh. never mind.
- 52. CONTEXT WHAT’S GOING ON?
- 53. CONTEXT WHAT’S GOING ON? WHERE ARE YOU FROM? WHAT DO YOU NEED?
- 54. CONTEXT
- 55. CONTEXT QUALITY CONTEXT
- 56. CONTEXT MEDIUM WHAT KIND SOURCE WHERE
- 57. CONTEXT
- 58. CONTEXT
- 59. CONTEXT
- 60. CONTEXT
- 61. CONTEXT 50% OF ALL SEARCHES
- 62. CONTEXT FUUUUUUUUUUUUUUUU…
- 63. CONTEXT
- 64. CONTEXT MEH.
- 65. CONTEXT
- 66. CONTEXT QUANTITY QUALITY
- 67. VALUE WHAT’S IT WORTH TO YA?
- 68. VALUE YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
- 69. VALUE YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
- 70. VALUE BASIC GOAL AN E-MAIL SIGNUP
- 71. VALUE
- 72. VALUE GOAL PAGE URL
- 73. VALUE
- 74. VALUE
- 75. VALUE GOAL PAGE URL NOT OPTIONAL!
- 76. VALUE For every person who [converts], I get [value].
- 77. VALUE
- 78. WEBMASTER TOOLS
- 79. TO USE, OR NOT TO USE?
- 84. AN EXAMPLE
- 85. i don't think this writing stuff has any value.
- 86. this has too many words.
- 94. 91000 x $24 = $2,184,000
- 101. ANOTHER EXAMPLE
- 105. Decent CTR
- 106. And some clicks
- 107. Good!!!
- 108. Bad!!!!
- 109. Query Content + Bounce rate Intent
- 111. Generalities
- 112. Smart-assery
- 113. Fail
- 114. Conclusion: Get specific. Write a real proposal template.
- 117. METRICS TO IGNORE
- 118. HITS
- 119. 175 HITS
- 120. 186 HITS
- 121. 50 HITS
- 122. COMPARISONS
- 123. Our competitor’s site takes 25 seconds to load. What’s the problem?
- 124. THE WRAPUP
- 125. Analytics connects action to value
- 126. Analytics provides next steps
- 127. 1. Determine goals. 2. Get set up. 3. Track quantity, quality, conversions and value. 4. Don’t worry about hits or the other guy.
- 128. portent.co/saneanalytics (Yes, use .co, not .com)
- 129. Me: @portentint plus.google.com/+IanLurie
Editor's Notes
- Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
- Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
- Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
- A caution – always be aware…
- …of quanties. Remember how I said they’re building blocks?