The document discusses the state of web analytics in Ireland based on a survey. It finds that most organizations use Google Analytics but have gaps in knowledge and reporting abilities. Specifically, it notes that over 50% lack required expertise, over 40% admit knowledge gaps, and over 30% are not comfortable with their reporting. It provides tips on using campaign tracking URLs and goals in Google Analytics to bridge these gaps and move from "vanity metrics" to more actionable metrics aligned with business objectives.

1. Bridging the Gaps
Darren McManus
www.arekibo.com | darren@arekibo.com
The State of Web Analytics in Ireland

2. @arekibo

3. Free download
www.arekibo.com/analytics-report

5. Hands up…

6. %
… of respondents who use Google Analytics as their
web analytics tool.

7. %
…consider Web Analytics to be Critical/Important to
their overall organisational strategy.

8. %
Marketing department is responsible for web
analytics reporting:

9. Creative vs Analytical

10. %
lack the required knowledge and
expertise to report on web
analytics data…

11. % admit that knowledge gaps
exist…

12. %
of Irish organisations that are not comfortable in their
ability to report on web analytics.
…so that’s a total of

13. But why?

14. Lack of time / resources to dedicate to web analytics
#1 Web Analytics Challenge?

15. Google Analytics can be overwhelming…

16. Different organisations, different goals,
different objectives…

17. Underutilisation of features to customise reporting.

18. Recurring theme - Measurement

19. %
“Measuring Marketing Performance”
Q: What is the key purpose of web analytics
in your organisation?

20. %
“Online Advertising Performance”
Q: What aspects of your digital presence would you
like to track in more detail?

21. How do we bridge the gap?

22. Dark Traffic &
Campaign Tracking URLs
Vanity Metrics &
Google Analytics Goals

23. Challenge 1: “Dark Traffic”

24. Suspiciously high direct traffic??

25. Dark Traffic
Traffic that arrives to your website and is
incorrectly labelled by Google Analytics
(or other web analytics tools) as “direct”

26. Native mobile apps…

27. Email clients

28. Chat Apps
Chat apps

29. Improperly tagged advertising

30. Campaign Tracking URLs

31. Correct source/medium in your GA reports

32. Google URL Builder
https://ga-dev-tools.appspot.com/campaign-url-builder/

33. %
…of respondents use Campaign Tracking URLs

34. in all your online advertising (social, display, email, etc.) and in
your social share buttons.
Tip 1 – Use Campaign Tracking URLs

35. Campaign
Tracking URLs
Custom
Channel
Groupings
HTTPS
Custom
Segments
Dark Traffic

36. Challenge 2: Moving away from “vanity metrics”

37. Lets go back to look at the acquisition report...

38. Product
purchase
Newsletter
sign-up
Report
download

39. Tie your marketing objectives into
your web analytics reporting

42. Standard options
destination, duration,
page/sessions

43. For any other user interactions....Events!

45. YourWebsite
GoogleTag Manager
Standard Data

48. Vanity Metrics
So now instead of this…

49. Actionable Metrics
You get this

50. The possibilities are endless

51. %
…have configured Goals within their Google Analytics setup…

52. %
…of those consider their Goals to be closely aligned to their business /
marketing objectives…

53. %
…of respondents do not use Google Tag Manager

54. and make sure that they’re aligned to your actual objectives
Tip 2 – Use Goals in Google Analytics

55. to bridge your organisations web analytics knowledge gap and
improve the quality of your reporting.
These are just 2 of a number of
simple measures

56. Free download
www.arekibo.com/analytics-report

57. Thank you
Darren McManus
www.arekibo.com | darren@arekibo.com