Youmen Whitepaper Google Analytics

1. Duboisstraat 48,
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Carole Lamarque
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Frederic Vanderheyde
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obsesse d
ma rketin
agency
8 GOOGLE ANALYTICS REPORTS
EVERY CEO SHOULD ASK

2. 00 Analytics process
01 Behavioral Reporting
02 Acquisition – All Traffic
03 Organic Keywords
04 Behavior Flow
05 Site Content – Landing Pages
06 Goals – Funnel Visualization
07 Multi-Channel Funnels – Top Conversion Paths
08 Mobile
INSIDE THIS WHITEPAPER
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
download

3. Google Analytics presents a dilem-
ma for CEOs: The tool’s metrics are
invaluable for growing a business,
yet the sheer amount of data can
make finding valuable insights dif-
ficult.
Beyond basic traffic numbers, it’s
sometimes hard to figure out what
you should be paying attention to
and what you should be ignoring.
In particular, it’s challenging to
judge which Google Analytics
reports provide real strategic intel-
ligence about the effectiveness of
your digital offerings.
Given this plethora of choices
and potential for going astray, it’s
tempting to opt out completely.
Don’t fall into that trap. This group
of eight reports is by no means
comprehensive each organization
has specific strategies and goals
that need additional measurement
but they do provide a good founda-
tion for CEOs who want to under-
stand how their businesses are
performing. Below are the key
Google Analytics reports for CEOs,
in a particular order (ABC). You can
turn each into a regularly emailed
report by selecting the “Email”
button on the horizontal navigation
bar of any dashboard.
8 GOOGLE ANALYTICS REPORTS
EVERY CEO SHOULD ASK
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
?

4. THE ANALYTICS PROCESS
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
MEASURE
LEARN
TAKE
ACTION
Am i creating effective content?
How do visitors find my website?
How does this impact my bottom line
A
B
C
BUSINESS OWNERS WANTS TO KNOW:

5. 1
WHAT IT IS: To plan your future
marketing strategy and increase
your website relevancy, you must
understand where your traffic does
come from. This is accessible with-
in the Acquisition section.
WHY IT MATTERS: The Acquisition
report makes it easy to determine
if traffic from various channels is
increasing or decreasing over time.
It’s a smart idea to evaluate this
report year-over-year or month-
over-month to get a big-picture
view of where your audience is
coming from.
ALL TRAFFIC
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
Where to Find It: Acquisition -> All Traffic
A

6. WHAT IT IS: These are analyzed to
find out the most effective chan-
nels and what needs to be done
to adapt business strategy to im-
prove performance. The vast ma-
jority (nearly 85%) of keyword
traffic falls into the “not provided”
bucket, which means you can’t
see much detail on exactly which
keywords are delivering organic
search traffic. However, this report
still allows you to see keyword
traffic in aggregate, providing at
least an overview of performance.
WHY IT MATTERS: The flow of or-
ganic traffic is still an extremely
critical component of success. This
report shows organic traffic trends
over time and can be overlaid with
conversion data.
ORGANIC KEYWORDS
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2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
A
Where to Find It: Acquisition -> All Traffic -> Organic

7. WHAT IT IS: The New vs. Returning
report the first report in the Behav-
ior section is the New vs Returning
report. It gives you a quick look at
the ratio of your first time and
repeat visitors. You can compare
this ratio for different time peri-
ods to see how your audience loy-
alty may be shifting. You can also
see the relative impact of new vs
returning visitors by viewing the
e-commerce metrics in this report.
As you can see here, returning visi-
tors not only make purchases more
often, but also tend to spend more
per purchase. Knowing this behav-
ior, you might decide to develop
a customer loyalty program or re-
marketing strategy that helps grow
your returning customer base.
WHY IT MATTERS: Often we
default to looking at new traffic
when examining Web metrics. That
information is important for gaug-
ing the growth of a website, but it
is often the returning visitors who
truly drive conversion. Measure the
gravitational pull of your site, and
the extent to which you’re encour-
aging first-time users to return. You
can also see the economic impact
of new vs. returning users (e.g., the
30% of users who are returning
account for 45% of total transac-
tions)
FIND THE GOOGLE VIDEO HERE:
https://analyticsacademy.withgoo-
gle.com/course01/unit?unit=5&-
lesson=5
BEHAVIORAL REPORTING
3Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
Where to Find It: Audience -> Behavior
B

8. WHAT IT IS: The Behavior Flow re-
port visualizes the path users trav-
eled from one page or Event to the
next. Providing insights as to which
pages are converting visitors effec-
tively and which are acting as
obstacles to conversion.
WHY IT MATTERS: This report can
help you discover what content
keeps users engaged with your site.
The Behavior Flow report can also
help identify potential content is-
sues. The Behavior Flow report re-
moves the guesswork around your
website’s engagement patterns
allowing you to clearly see what’s
helping (or hurting) conversion.
BEHAVIOR FLOW
4Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
Where to Find It: Behavior -> Behavior Flow
B

9. WHAT IT IS: The Content Report
includes also the Landing Pages
report which allows you to see
time spent page by page on a spe-
cific page and its traffic. This data
shows how visitors are entering
your site across multiple chan-
nels. It’s similar to the entrance
pages report, but is more specific.
Advanced segmentation makes it
possible to break down the report
by channel, and even device.
WHY IT MATTERS: The Landing
Pages report is important for un-
derstanding what a user typical-
ly experiences first when visiting
your domain—it gives you a clear
sense of where consumers are
starting their interactions, and can
help prioritize which pages to op-
timize.
SITE CONTENT – LANDING PAGES
5Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
Where to Find It: Behavior -> Site Content -> Landing Pages
B

10. WHAT IT IS: Flow reports in Google
Analytics illustrate the paths us-
ers take through your content, in-
cluding special elements you track
using Goals and Events. In a single
graphic, you can see how users en-
ter, engage, and exit your content.
This essential report provides a
clear visual showing your conver-
sion funnel where leads are com-
ing from, whether they’re taking
action, and where they go if they
don’t covert.
WHY IT MATTERS: You can also use
these reports to troubleshoot your
content by finding any unexpect-
ed place users exit or loop back.
The Funnel Visualization report
is hugely important for CEOs be-
cause it directly demonstrates how
well (or not well) your website is
driving new business. Visualizing
the conversion funnel confirms or
denies the effectiveness of your
offerings, providing insight into
what’s working and what’s not.
GOALS – FUNNEL VISUALIZATION
6Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
Where to Find It: Conversions -> Funnel Visualization
C

11. WHAT IT IS: This advanced report
shows the most common channels
and paths users experience before
completing a conversion.
WHY IT MATTERS: The Top Con-
version paths report is important
for identifying how converting
visitors are behaving. In most cas-
es, it’s possible to learn about the
relationships between various
channels and how each contrib-
utes to a conversion, helping to
prioritize which areas to focus on. •
Which channels engage customers
throughout the buying cycle?
• How do our marketing channels
and campaigns work together to
generate conversions and revenue?
• Are there any specific channels,
campaigns, or any specific parts of
a campaign that are underperform-
ing?
• What is the value of our invest-
ment for channels that don’t gener-
ate direct conversions?
MULTI-CHANNEL FUNNELS
7Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
Where to Find It: Conversions-> Multi-Channel Funnels
C

12. WHAT IT IS: The mobile report
covers exactly what you think it
would. You can use the Mobile
Overview report to see a break-
down of visitors by whether they
visit using smartphones, tablets or
desktop devices.
WHY IT MATTERS: You can use the
Mobile Overview report to see a
breakdown of visitors by wheth-
er they visit using smartphones,
tablets or desktop devices. This
report can help you understand
how effectively your company is
engaging with this quickly growing
audience.
MOBILE
8Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
Where to Find It: Audience -> Mobile
C

13. h us. Ask yur personal digital bo
Plan your future marketing and digital strategy with us.
Ask yur personal digital boardroom workshop:
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Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
!carole@youmen.be
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