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Finding Hidden Opportunities with Advanced Web Analytics


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My presentation from Search London.
How to dig through Google Analytics information and find those hidden gems that will help you turn your data into actionable insights.

Published in: Technology, Business
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Finding Hidden Opportunities with Advanced Web Analytics

  1. 1. Finding Hidden OpportunitieswithAdvanced Web AnalyticsDaniel SmulevichSEO Executive, Verve Search@dSmulevich #SearchLondon
  2. 2. Who am I?• Working with International clients• GAIQ Certified• Love MS Excel@dSmulevich #SearchLondon
  3. 3. Today’s session1. (not provided) keywords2. Myth busting: a few deceitful metrics3. Advanced tracking4. Hidden gems5. Pro tips@dSmulevich #SearchLondon
  4. 4. Which tool?@dSmulevich #SearchLondon
  5. 5. #1(not provided)
  6. 6. (not provided)@dSmulevich #SearchLondon
  7. 7. (not provided) CountSource: #SearchLondon
  8. 8. How to tackle itStart by isolating@dSmulevich #SearchLondon
  9. 9. What can we do?@dSmulevich #SearchLondon
  10. 10. Google Webmaster Tools data@dSmulevich #SearchLondon
  11. 11. Summary• Apply (not provided) Advanced Segment• Check Matched Search Queries report• Webmaster Tools>Traffic>Search Queries@dSmulevich #SearchLondon
  12. 12. The future?• (not provided) close to 100%• SSL by default in more browsers+• Conversational Search• Implicit Queries@dSmulevich #SearchLondon
  13. 13. #2Myth Busting
  14. 14. @dSmulevich #SearchLondon
  15. 15. Let’s Kill Some Myths@dSmulevich #SearchLondon
  16. 16. Pageviews@dSmulevich #SearchLondon
  17. 17. Unique Pageviews@dSmulevich #SearchLondon
  18. 18. Avg Time on Page@dSmulevich #SearchLondon
  19. 19. Time on Site & Time on Page@dSmulevich #SearchLondon
  20. 20. Use engagement hits@dSmulevich #SearchLondon
  21. 21. Six different types of hits• Pageview hits• Event hits• Ecommerce transaction hits• Ecommerce transaction item hits• User defined hits• Social plugin hits@dSmulevich #SearchLondon
  22. 22. More realistic!@dSmulevichMore @justincutroni#SearchLondon
  23. 23. Bounce Rate & Exit Rate@dSmulevich #SearchLondon
  24. 24. An Example• Monday: Page B > Page A > Page C• Tuesday: Page B > Exit• Wednesday: Page A > Page C > Page B• Thursday: Page C > Exit• Friday: Page B > Page C > Page A@dSmulevich #SearchLondon
  25. 25. An Example• Monday: Page B > Page A > Page C• Tuesday: Page B > Exit• Wednesday: Page A > Page C > Page B• Thursday: Page C > Exit• Friday: Page B > Page C > Page ABounce Rate: 33%@dSmulevich #SearchLondon
  26. 26. An Example• Monday: Page B > Page A > Page C• Tuesday: Page B > Exit• Wednesday: Page A > Page C > Page B• Thursday: Page C > Exit• Friday: Page B > Page C > Page AExit Rate: 50%@dSmulevich #SearchLondon
  27. 27. My Bounce Rate is ~5%.Why should I worry about it?- An unwary webmaster@dSmulevich #SearchLondon
  28. 28. @dSmulevich #SearchLondon
  29. 29. From"_gaq.push([_trackEvent, beginnersguide, download, PDF]);“Category, Action, Label, Non-InteractionNon-interaction: true or false@dSmulevich #SearchLondon
  30. 30. @dSmulevich #SearchLondon
  31. 31. #3Advanced Tracking
  32. 32. PDF DownloadsUse jQuery for multiple PDFs• No need to repeat jQuery if already installed• Script affects page elements already loaded@dSmulevich #SearchLondon
  33. 33. Or pretty much everything!• Any file extension (.doc, .xls, .ppt, .zip…)• Outbound Clicks• Email and telephone clicksSeparate .js file placed in the <head>Check out how: #SearchLondon
  34. 34. However, if the PDF…• Receives organic traffic• Is linked to from referral/shared/email• Gets bookmarked and visited againIS NOT TRACKED!@dSmulevich #SearchLondon
  35. 35. @dSmulevich #SearchLondon
  36. 36. Server-side solution• Use .htaccess to intercept PDF requestsand fire server-side tracking• Use a PHP Framework to1. grab PDF name2. tell Google Analytics to fire a pageview3. redirect user to PDFMore @jonoalderson@dSmulevich #SearchLondon
  37. 37. Form Abandonment• Fire an event every time the cursor exits• Action: skipped or completed@dSmulevich #SearchLondon
  38. 38. Form AbandonmentMore #SearchLondon
  39. 39. If you are serious about it…@dSmulevich #SearchLondon
  40. 40. #4Hidden Gems
  41. 41. Site Speed@dSmulevich #SearchLondon
  42. 42. Sample? I want it all!By default, 1% samplingIt works with (almost) every browserAdd _gaq.push([_setSiteSpeedSampleRate, X]);Careful: add it before _trackPageview()@dSmulevich #SearchLondon
  43. 43. Site Speed>Page Timings@dSmulevich #SearchLondon
  44. 44. Site Speed>Speed Suggestions@dSmulevich #SearchLondon
  45. 45. The Assumed Conversion Path@dSmulevich #SearchLondon
  46. 46. Path Length@dSmulevich #SearchLondon
  47. 47. Assisted Conversions@dSmulevich #SearchLondon
  48. 48. @dSmulevich #SearchLondon
  49. 49. Lookback Window• In Ecommerce > Multi-channel funnels• Visits occurred 30 days before a transaction@dSmulevich #SearchLondon
  50. 50. Conversion Attribution@dSmulevich #SearchLondon
  51. 51. Choose your (top) model!@dSmulevich #SearchLondon
  52. 52. Conversion AttributionREMEMBER:1. Throughout GA, attributed to last non-direct click2. In multi-channel funnels, attributed to last click@dSmulevich #SearchLondon
  53. 53. #5Like a PRO
  54. 54. Custom Reports@dSmulevich #SearchLondon
  55. 55. What?You can report on data otherwise not shown, inthe form you wantMinimum ONE dimension, ONE metricSome dimensions and metrics can’t be pairedDimensions & Metrics Reference: #SearchLondon
  56. 56. Why?@dSmulevich #SearchLondon
  57. 57. And more…• Linked-to 404 pages• Self-referral issues identification• Mobile metrics by hour of day• Site speed by city/region/country• Page 2 performers• Browsers traffic• Referring sites@dSmulevich #SearchLondon
  58. 58. Advanced Segments@dSmulevich #SearchLondon
  59. 59. What?To isolate and analyse specific types of trafficUp to 4 segments side by sideDefault Segments + Custom SegmentsAdvanced Segments ≠ Filtered Profiles@dSmulevich #SearchLondon
  60. 60. Customise!@dSmulevich #SearchLondon
  61. 61. Why?@dSmulevich #SearchLondon
  62. 62. 1. Find ∆ Avg Visit Value2. Multiply by Visits3. Reduce by 30-40%@dSmulevich #SearchLondon
  63. 63. And more…• Branded vs non-branded keywords• Long tail keywords• Visitors who spent more than £xx• Organic Traffic without (not provided)• Social networks visitors are logged into• Filter major ISPs• Black Hat Analytics Spotter@dSmulevich #SearchLondon
  64. 64. Dashboards@dSmulevich #SearchLondon
  65. 65. What?To get an instant overview of your main KPIsFully customisableYou can create up to 20 dashboardsUse max 12 widgets per dashboard@dSmulevich #SearchLondon
  66. 66. Why?@dSmulevich #SearchLondonTraffic iOS5 i0S6Organic 80,000 20,000Direct 20,000 80,000
  67. 67. And more…• Content Marketing Metrics• Site Performance• Referral Traffic• Ecommerce Performance• Mobile Traffic• Social Sharing• Brand Monitoring@dSmulevich #SearchLondon
  68. 68. @dSmulevich #SearchLondon
  69. 69. Extra resources+Google Analytics Solutions Gallery@dSmulevich #SearchLondon
  70. 70. @dSmulevich #SearchLondon
  71. 71. #Bonus TipKeep the Data Clean
  72. 72. Internal traffic skews data@dSmulevichGA Opt
  73. 73. @dSmulevich100% (not provided) is the futureChoose your KPIs carefullyTrack what makes business sense to youAttribute for real ROISegments + Reports = Real insights
  74. 74. And… STOP!@dSmulevich #SearchLondon
  75. 75. @dSmulevichTHANK YOU!Email: daniel@vervesearch.comWeb: