1. Web Analytics in
Entrepreneurship Entrepreneurship, Goethe-Universität

2. Web Analytics in
Entrepreneurship Entrepreneurship, Goethe-Universität

3. AGENDA
Setting goals
Metrics
Reports
Conversion
Social Media
Decision Making

4. WHO
AMI?

5. erik
bernskiöld

6. Consultancy
Web & Digital Strategy
WordPress
Web Agency

7. Analytical
Mindset

8. IDEAS
PRODUCT
MEASURE
DATA
MEBAUSILUDRE
MLEEAASRUNRE

9. IDEAS
PRODUCT
MEASURE
DATA
BUILD
MLEEAASRUNRE

10. SETTING PROPER
GOALS

11. MORE VISITORS
MORE SALES
MORE CONVERSIONS
GOALS
HIGHER REACH
HIGHER ENGAGEMENT
…

12. CONVERSIONS
KPIs
SALES
VISITORS
REACH
ENGAGEMENT
…

13. IMPROVING “FEATURE X”
PRIMARY GOAL
by

14. GREAT EXPERIENCES
USER GROWTH

15. GOOGLE ANALYTICS

16. GOOGLE ANALYTICS
Free &
Powerful

17. CENTRAL
METRICS

18. PAGEVIEWS vs.
SESSIONS

19. Bounce Rate is the percentage
of single-page visits (i.e. visits in which the
person left your site from the entrance page
without interacting with the page).
- Google Analytics

20. PAGES PER SESSION

21. AVERAGE SESSION
DURATION

22. USEFUL
REPORTS

23. REFERRALS

24. GEOGRAPHY

25. DEMOGRAPHICS

27. USERS FLOW

28. HEAT MAPS &
CLICK MAPS ( )

29. CONVERSION

30. A user completes
an action that is
positive to us.

31. GOAL TRACKING

32. www.mysite.com/product
Complete a form
Thanks
for…

33. www.mysite.com/product
100%
Complete a form
70%
30%
Thanks
for…

34. MEASURING
SOCIAL MEDIA

35. REACH
INTERACTIONS
Clicks, Likes, Shares,
Comments…
(CONVERSIONS)
ADDITIONAL
METRICS

36. FACEBOOK INSIGHTS

37. TWITTER ANALYTICS

38. DECISION MAKING

39. IDEAS
PRODUCT
MEASURE
DATA
MEBAUSILUDRE
MLEEAASRUNRE

40. UNDERSTANDING
USER BEHAVIOR

41. A/B TESTING
AD CAMPAIGNS

42. BEWARE
!
TOO LITTLE
AVAILABLE DATA

43. BEWARE
!
LACK OF
COMPARISON

44. AGENDA
Setting goals
Metrics
Reports
Conversion
Social Media
Decision Making

45. Contact Me
erik@bernskioldmedia.com
www.erikbernskiold.com
@ErikBernskiold
facebook.com/bernskiolderik

46. ? ?
????
?
QUESTIONS

47. Web Analytics in
Entrepreneurship Entrepreneurship, Goethe-Universität