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Google Analytics Implementation and Analysis Strategies - SES London 2012

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Presentation at SES London 2012 for Kick Start track about creating a framework for digital measurement and analysis centered around microconversions and funnel segmentation. Additional points include common mistakes people make with Google Analytics.

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Google Analytics Implementation and Analysis Strategies - SES London 2012

  1. 1. London | 20–24 Feb, 2012 | #seslondon Google Analytics BasicsImplementation & Analysis Strategies @analyticsninja
  2. 2. London | 20–24 Feb, 2012 | #seslondon Analytics Ninja LLC• Founded 2010, after managing PPC and Analytics in house for B2C and B2B companies.• Speaker at SphinnCon, SMX, and will be participating on the Web Analytics round-table discussion later today.• Company focus is an advanced implementations that are closely aligned with client’s business goals, we lead to robust, actionable analysis.• I love web analytics and would love to turn every internet marketer into an analytics ninja. @analyticsninja
  3. 3. London | 20–24 Feb, 2012 | #seslondon Implementation & AnalysisImplementation: Analysis:• Data Collection – What • Measurement of inbound are you tracking? marketing– SEO, PPC, Social• Data Quality – is it • Actionable items – doing accurate? something with the data @twitterhandle
  4. 4. London | 20–24 Feb, 2012 | #seslondon BEFORE Implementation • What are your goals as • Write down your company? questions • How do those relate to • Brainstorm what data the internet? would be useful • How would you • If you can conceive a measure that with GA? question, you can probably track it and answer it in GA.http://www.analyticspros.com/blog/google- @analyticsninjaanalytics/web-analytics-planning-model/
  5. 5. London | 20–24 Feb, 2012 | #seslondon BEFORE Implementation C/Ohttp://www.analyticspros.com/blog/google- @analyticsninjaanalytics/web-analytics-planning-model/
  6. 6. London | 20–24 Feb, 2012 | #seslondon Implementation• Most powerful implementations are with features that are not “out-the-box” in GA. Event Tracking and Custom Variables. i.e. These require more advanced coding.• Since this presentation is geared as in introduction, focus is goal implementation and analysis techniques that can be done, for the most part, “out of the box.” @analyticsninja
  7. 7. London | 20–24 Feb, 2012 | #seslondon BEFORE Analysis Know your A B C’s Justin Cutroni Avinash Kaushik • Acquisition • Behavior • Outcomes http://cutroni.com/blog/2012/02/09/ http://www.kaushik.net/avinash/digital- pimping-out-google-analytics-for- marketing-and-measurement-model/ ecommerce-websites/Acquisition Behavior Conversions @analyticsninja
  8. 8. London | 20–24 Feb, 2012 | #seslondon Know what you’re looking at…• Hits • Hits = Data sent to the GA servers. Usually pageviews or events.• Visits • Visits = A session. Ends after 30 minutes of inactivity or returning to site via new source.• Unique Visitors • Unique Visitors = Persistent Cookies in a Web Browser• People • People = Difficult to truly measure. @analyticsninja
  9. 9. London | 20–24 Feb, 2012 | #seslondon 21% – 39% of “Unique Visitors” are not unique** **not a scientific study.http://www.analytics-ninja.com/blog/2011/12/how-unique-are-unique-visitors-in-google-analytics.html @analyticsninja
  10. 10. London | 20–24 Feb, 2012 | #seslondon Hits, Visits, Visitors…??? Who cares?Real Case:A client engaged a (fairly expensive) 3rd partyconversion rate optimization company. Clientwanted to know their baseline conversion ratebefore testing variations of their product pagetemplate. This is the report they got….. @analyticsninja
  11. 11. London | 20–24 Feb, 2012 | #seslondonHits, Visits, Visitors…??? Who cares? @analyticsninja
  12. 12. London | 20–24 Feb, 2012 | #seslondonHits, Visits, Visitors…??? Who cares? @analyticsninja
  13. 13. London | 20–24 Feb, 2012 | #seslondonHits, Visits, Visitors…??? Who cares? @analyticsninja
  14. 14. London | 20–24 Feb, 2012 | #seslondonThe answer… @analyticsninja
  15. 15. London | 20–24 Feb, 2012 | #seslondon Goals• Goals are things youwant someone to do onyour website.• Usually a sale, leadgeneration formsubmission, newsletter signup, or the like.Helps answer question posed during planning stage,“how do I measure impact on my business?” @analyticsninja
  16. 16. London | 20–24 Feb, 2012 | #seslondon GoalsThe simplest type of goal is a pageview.This means that a visitor viewed a particularpage, most commonly the “thank you” page ofsome sort of lead generation form or onlinecheckout.This is known as a macro-conversion @analyticsninja
  17. 17. London | 20–24 Feb, 2012 | #seslondon FunnelsAlways try to set up a funnel –the steps that a person commonlygoes through to complete the goal(again, think online checkout).Funnels currently only work withpageviews. @analyticsninja
  18. 18. London | 20–24 Feb, 2012 | #seslondonHow to set up a funnel • 1st, Learn some Basic RegEx (really) • Choose URL Destination • Goal URL is the url that each step in the funnel is leading up to. • Don’t include the Goal URL in your funnel steps • Include a goal value in most cases. @analyticsninja
  19. 19. London | 20–24 Feb, 2012 | #seslondon Required Reading!http://www.lunametrics.com/regex-book/Regular-Expressions-Google-Analytics.pdf @analyticsninja
  20. 20. London | 20–24 Feb, 2012 | #seslondon Funnel Visualization ReportExit is from furthest place reached in the funnel @analyticsninja
  21. 21. London | 20–24 Feb, 2012 | #seslondonBetter than Funnel Visualization @analyticsninja
  22. 22. London | 20–24 Feb, 2012 | #seslondonAlso Better Than GA Funnel Visualization @analyticsninja
  23. 23. London | 20–24 Feb, 2012 | #seslondon Funnel Segmentation Horizontal FunnelsAllow us to compare funnel completionacross inbound channels http://www.lunametrics.com/blog/2010/06/04/segment- goal-funnel-google-analytics/ @analyticsninja
  24. 24. London | 20–24 Feb, 2012 | #seslondon Micro Conversions / Other Goals• Steps along the conversion path such as view of category page, product page, add to cart.• Engagement Metrics such as Page Depth or Time on Site• Touch points such as newsletter signups, free site registrations, live chats, whitepaper downloads, contact us page. @analyticsninja
  25. 25. London | 20–24 Feb, 2012 | #seslondon Why engagement goals matterLower than Avg.Ecommerce RateHigher than Avg.User Engagement @analyticsninja
  26. 26. London | 20–24 Feb, 2012 | #seslondonHow to set up Page Depth & Time on Site Goals @analyticsninja
  27. 27. London | 20–24 Feb, 2012 | #seslondonHow to choose Page Depth & Time on Site Goals
  28. 28. London | 20–24 Feb, 2012 | #seslondonHow to choose Page Depth & Time on Site Goals @analyticsninja
  29. 29. London | 20–24 Feb, 2012 | #seslondonSegmentation @analyticsninja
  30. 30. London | 20–24 Feb, 2012 | #seslondonGoal & Funnel Segmentation @analyticsninja
  31. 31. London | 20–24 Feb, 2012 | #seslondonGoal & Funnel Segmentation - BROWSER @analyticsninja
  32. 32. London | 20–24 Feb, 2012 | #seslondonGoal & Funnel Segmentation – Screen Resolution @analyticsninja
  33. 33. London | 20–24 Feb, 2012 | #seslondon Goal & Funnels – Review• Category Pages• Product Pages• Page Depth greater than X• Time on Site greater than X• Each checkout step (for ecommerce)• Other touch points (contact us forms, newsletter signups, live chat, downloads). @analyticsninja
  34. 34. London | 20–24 Feb, 2012 | #seslondon Segmentation Basics – Review• Segment by each of bullet points on previous slide• Browser (identify browser compatibility issues)• Screen Resolution (not all of your prospects have that beautiful 27” screen you have). @analyticsninja
  35. 35. London | 20–24 Feb, 2012 | #seslondon Additional “Must Have” Segments• Bounced visits • Social Media• Site Search • No Site Search & 4+ pages• Branded Keywords • Non Branded Keywords• Mobile devices • Non-Mobile• New Visitors • Returning Visitors Example: Screen Resolution issues may matter a lot less to your returning visitors than to your new visitors @analyticsninja
  36. 36. London | 20–24 Feb, 2012 | #seslondonChallenge - Pan Session Analysis @analyticsninja
  37. 37. London | 20–24 Feb, 2012 | #seslondonPan Session Analysis @analyticsninja
  38. 38. London | 20–24 Feb, 2012 | #seslondonPan Session Analysis @analyticsninja
  39. 39. London | 20–24 Feb, 2012 | #seslondonUse Multi Channel Funnels @analyticsninja
  40. 40. London | 20–24 Feb, 2012 | #seslondonUse Multi Channel Funnels @analyticsninja
  41. 41. London | 20–24 Feb, 2012 | #seslondonPut them together @analyticsninja
  42. 42. London | 20–24 Feb, 2012 | #seslondonMulti-touch Attribution Examples @analyticsninja
  43. 43. London | 20–24 Feb, 2012 | #seslondonOne of my favorite Conversion Segments @analyticsninja
  44. 44. London | 20–24 Feb, 2012 | #seslondonOne of my favorite Conversion Segments @analyticsninja
  45. 45. London | 20–24 Feb, 2012 | #seslondonBranded vs. Non-Branded Keywords @analyticsninja
  46. 46. London | 20–24 Feb, 2012 | #seslondonBranded vs. Non-Branded Keywords @analyticsninja
  47. 47. London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords @analyticsninja
  48. 48. London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords @analyticsninja
  49. 49. London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords @analyticsninja
  50. 50. London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords @analyticsninja
  51. 51. London | 20–24 Feb, 2012 | #seslondonSegment Branded Keywords @analyticsninja
  52. 52. London | 20–24 Feb, 2012 | #seslondon Multi-touch Attributionhttp://www.analytics-ninja.com/blog/2011/02/multi-touch-attribution-with-google-analytics.html @analyticsninja
  53. 53. London | 20–24 Feb, 2012 | #seslondonSegment = Last Touch Branded @analyticsninja
  54. 54. London | 20–24 Feb, 2012 | #seslondon A Note about Direct Traffic• Direct Traffic in Multi Channel Funnels is treated differently than in standard reports. (thanks @adrianvender)• In standard reports, the last campaign touch will remain the source of traffic for 6 months (by default)• In Multi Channel Funnels, any “direct visit” will be counted as direct. @analyticsninja
  55. 55. London | 20–24 Feb, 2012 | #seslondon @analyticsninja
  56. 56. London | 20–24 Feb, 2012 | #seslondonA few common mistakes @analyticsninja
  57. 57. London | 20–24 Feb, 2012 | #seslondonSelf Referrals Indicative of a problem with subdomains or with cross-domain tracking. @analyticsninja
  58. 58. London | 20–24 Feb, 2012 | #seslondon @analyticsninja
  59. 59. London | 20–24 Feb, 2012 | #seslondonA bounce is a visit with a single hit @analyticsninja
  60. 60. London | 20–24 Feb, 2012 | #seslondonA bounce is a visit with a single hit @analyticsninja
  61. 61. London | 20–24 Feb, 2012 | #seslondonBounce Rate – Implementation Problem @twitterhandle
  62. 62. London | 20–24 Feb, 2012 | #seslondon Use Intelligence Events / Alerts • Quickly identify problems • Programmers can make mistakes that impact analyticshttp://cutroni.com/blog/2012/01/04/save-your-ass-with-google-analytics-data-alerts/ @ analyticsninja
  63. 63. London | 20–24 Feb, 2012 | #seslondon“Bounce Rate means I came, I puked, I left” -Avinash Kaushik• This is true most of the time.• With the exception of content sites and blogs, bounce rate should be the first place you go to identify problems with your landing pages.• Problems = relevancy issues (examine keywords driving traffic)• Problems = design issues (is your site scaring people away?) @ analyticsninja
  64. 64. London | 20–24 Feb, 2012 | #seslondon“Bounce Rate means I came, I puked, I left” -Avinash Kaushik @ analyticsninja
  65. 65. London | 20–24 Feb, 2012 | #seslondon @twitterhandle
  66. 66. London | 20–24 Feb, 2012 | #seslondon Track Scrolling Behavior• Thomas Baekdal (w/ Eivind Savio making it GA friendly).http://www.savio.no/includes/script/page-scroll-reader.js• Eduardo Ceretohttps://github.com/eduardocereto/GA-Code-Samples/tree/master/src(also has great code for tracking embedded Youtube video plays) @ analyticsninja
  67. 67. London | 20–24 Feb, 2012 | #seslondon Why do I have a high bounce rate but a low exit rate?• All bounces are exits• Not all exits are bounces @ analyticsninja
  68. 68. London | 20–24 Feb, 2012 | #seslondonBounce Rate is about LANDING PAGES. @ analyticsninja
  69. 69. London | 20–24 Feb, 2012 | #seslondon Summary & Takeaways• Read (and do) Caleb • Create micro- Whitmore’s Web conversion goals as well Analytics Planning as goals for each macro- Process conversion funnel step• ABC’s – Acquisition, (horizontal funnels). Behavior, Conversions • SEGMENT by page• If your data looks depth, time on site, wrong, it probably is web browser type, (don’t apply visit metrics to pages) screen resolution,• Create at least one goal branded vs. non- with a funnel (macro- branded keywords. conversion) @ analyticsninja
  70. 70. London | 20–24 Feb, 2012 | #seslondon Summary & Takeaways• Use Frequency and • A super low (or super Recency Reports for Pan high) bounce rate Session Analysis means something is• Use Multi Channel probably broken. Funnels to provide • Analyze bounce rate in deeper insight into user context – make sure behavior as it relates to you’re looking at # of conversions. entrances.• Self-Referrals are • Bounce rate is about indicative of an landing pages. implementation problem. @ analyticsninja
  71. 71. London | 20–24 Feb, 2012 | #seslondon Contact InfoYehoshua Corenninja@analytics-ninja.comTwitter: @analyticsninjawww.analytics-ninja.com @ analyticsninja

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