1.
Understanding Your Customers
Through Google Analytics
1 @Moz @AlysonMurphy

2.
2
Okay, so… Let’s look at our customers in
Google Analytics
#DEast14 @AlysonMurphy

3.
THAT’S A LOT OF REPORTS!
3 #DEast14 @AlysonMurphy
bit.ly/photo-source-wow

4.
Alyson, I’ve got this.
4 #DEast14 @AlysonMurphy

5.
5
The New vs Returning Report
50% New
50% Repeat
#DEast14 @AlysonMurphy
Lower Bounce
Rate for
Returning

6.
That’s cool.
But so what?
6 #DEast14 @AlysonMurphy
bit.ly/photo-source-tiger

7.
You can describe the basics
with the basic reports,
but let’s make it actionable!
7 #DEast14 @AlysonMurphy

8.
8 #DEast14 @AlysonMurphy

9.
Let’s back up a step
9 #DEast14 @AlysonMurphy

10.
To understand your customers,
You must first understand yourself.
10 #DEast14 @AlysonMurphy

11.
Let’s map out your
objectives
11 #DEast14 @AlysonMurphy

12.
Why does your company exist?
12 #DEast14 @AlysonMurphy

13.
13
At Moz, we create software to help
companies get visibility on the internet.
#DEast14 @AlysonMurphy

14.
We want our customers
to use our tools successfully…
But how do they get there?
14 #DEast14 @AlysonMurphy

15.
15
Primary Goals for our Customers
#DEast14 @AlysonMurphy

16.
16
Tackle the Primary Goals
1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
#DEast14 @AlysonMurphy

17.
17
Tackle the Primary Goals
1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
#DEast14 @AlysonMurphy

18.
1
18 #DEast14 @AlysonMurphy
2

19.
19 #DEast14 @AlysonMurphy

20.
1
2
3
20 #DEast14 @AlysonMurphy

21.
21 #DEast14 @AlysonMurphy
bit.ly/
RegEx-helper
1
2
3

22.
22
Tackle the Primary Goals
1. Set up a Goal.
2. Set up the Funnel.
3. Look at the Report.
4. Make it Actionable.
#DEast14 @AlysonMurphy

23.
1
2
3
4
5
23 #DEast14 @AlysonMurphy

24.
24 #DEast14 @AlysonMurphy
bit.ly/
funnel-problems

25.
Now let’s make this actionable.
25 #DEast14 @AlysonMurphy

26.
Segment
Segment
Segment
26 #DEast14 @AlysonMurphy

27.
Bad News
Can’t Directly
Segment the Funnel
27 #DEast14 @AlysonMurphy

28.
Good News
We can still get an
actionable report
28 #DEast14 @AlysonMurphy

29.
29
Segment on Marketing Campaign
1. Go to the Campaigns report.
2. Build segments.
3. Build report in Google Spreadsheet.
#DEast14 @AlysonMurphy

30.
30
Segment Design
Got to Product Pg Got to Product Pg,
Got to Checkout
#DEast14 @AlysonMurphy
Not further
Got to Checkout,
Not further
Made it all the way

31.
31
Segment Design
1 2 3 4 5
Got all
the way
Got to
Checkout
Got to
Product
Pg
Got to
Checkout,
Not further
#DEast14 @AlysonMurphy
Got to
Product Pg,
Not further
Product
Page + + + + +
Checkout
Page + + + -
Free Trial
Sign Up + - -

32.
32
Segment Design
1
Got all
the way
Got to
Checkout
Got to
Product
Pg
Got to
Checkout,
Not further
#DEast14 @AlysonMurphy
Got to
Product Pg,
Not further
Product
Page +
Checkout
Page +
Free Trial
Sign Up +

33.
1
2
3
33 #DEast14 @AlysonMurphy

34.
1
34 #DEast14 @AlysonMurphy

35.
1
2
3
4
35 #DEast14 @AlysonMurphy

36.
2 1
36 #DEast14 @AlysonMurphy

37.
37
Segment Design
Got all
the way
Got to
Checkout
Got to
Product
Pg
Got to
Checkout,
Not further
#DEast14 @AlysonMurphy
Got to
Product Pg,
Not further
Product
Page +
Checkout
Page +
Free Trial
Sign Up
2

38.
Pro-tip
Cheat!
Copy and alter segments
38 #DEast14 @AlysonMurphy

39.
1
39 #DEast14 @AlysonMurphy
2
3

40.
1
2
Rename
Get rid of
this step
40 #DEast14 @AlysonMurphy

41.
41 #DEast14 @AlysonMurphy

42.
42
Segment Design
Got all
the way
Got to
Checkout
Got to
Product
Pg
4
Got to
Checkout,
Not further
#DEast14 @AlysonMurphy
Got to
Product Pg,
Not further
Product
Page +
Checkout
Page +
Free Trial
Sign Up -

43.
Repeat the Cheat!
Copy and alter the segment
43 #DEast14 @AlysonMurphy

44.
1
2
3
44 #DEast14 @AlysonMurphy

45.
Whew!
That was a lot of segments.
45 #DEast14 @AlysonMurphy

46.
Now let’s look at the report
46 #DEast14 @AlysonMurphy

47.
1
47 #DEast14 @AlysonMurphy
bit.ly/
utm-codes

48.
If you are going to look at it once,
Pull those numbers into Excel.
48 #DEast14 @AlysonMurphy

49.
If you want to report over time,
That’s a big pain.
49 #DEast14 @AlysonMurphy

50.
Good News
There is a Google
Spreadsheet add-on
50 #DEast14 @AlysonMurphy

51.
51
Google Spreadsheet Add-on
1. Go to bit.ly/ga-addon
2. Install the Add-on
3. Grant permissions
#DEast14 @AlysonMurphy

52.
52
Google Spreadsheet Add-on
4. Go to drive.google.com
5. Create a new spreadsheet
1
2
#DEast14 @AlysonMurphy

53.
53
Google Spreadsheet Add-on
6. Go to Add-on Menu
7. Create new report
#DEast14 @AlysonMurphy
1
2

54.
54
Google Spreadsheet Add-on
8. Name your report
9. Select account info
#DEast14 @AlysonMurphy

55.
55
Google Spreadsheet Add-on
10. Select metrics
#DEast14 @AlysonMurphy

56.
56
Google Spreadsheet Add-on
1 Add dates
2 Change XX
#DEast14 @AlysonMurphy
to Goal #
(18)

57.
57
Google Spreadsheet Add-on
IS
FOLLOWED
BY
#DEast14 @AlysonMurphy
bit.ly/ga-segments-1
bit.ly/ga-segments-2

58.
Rinse and repeat
with your other segments
58 #DEast14 @AlysonMurphy

59.
59
Example Report
#DEast14 @AlysonMurphy

60.
60
Example Report
#DEast14 @AlysonMurphy
Why so low?
- Not trying to
sell with email
Why so different?
- Need to improve
Landing Pages

61.
Rinse and repeat
with other
segments types
61 #DEast14 @AlysonMurphy
bit.ly/photo-source-dog-pool

62.
Rinse and repeat
with other
business objectives
62 #DEast14 @AlysonMurphy

63.
GET TO KNOW
YOUR
CUSTOMERS
63 #DEast14 @AlysonMurphy

64.
bit.ly/deast14-am
64 @AlysonMurphy