Google Analytics December 2013 Meetup: Advanced Segments

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Ryan Summers of ISITE Design shares tips for using Google Analytics Advanced Segments.

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Google Analytics December 2013 Meetup: Advanced Segments

  1. 1. _ga.usergroup(pdx); #GAPDX
  2. 2. ISITE Design
  3. 3. CREATE Experience Design BUILD Marketing Technology GROW Analytics & Optimization
  4. 4. Google Analytics Advanced Segments
  5. 5. “Aggregate Data Is Crap” - Avinash Kaushik Visitors have different needs and goals why would you measure them all against the same success criteria? – Current Customers (25% of traffic) • Comes to site to find support – Prospective Customers (75% of traffic) • Comes to site to research products
  6. 6. Why We Segment
  7. 7. All Goals Aren’t For Everyone
  8. 8. Spot Trends
  9. 9. Show me Visits People that…
  10. 10. Users or Visits • User Unique visitors who have ________ • Visit Sessions where ________
  11. 11. Users or Visits • User (Current Customer) A unique visitors who has Logged-In last 90 days • Visit (Researcher) Sessions where a video was watched or a whitepaper was downloaded
  12. 12. Visit Sequences Visit where… 1. First landed on homepage 2. Next went to a product category page 3. Next went to a product page 4. Eventually added something to cart
  13. 13. User Sequences Person who… 1. First came to the site from an organic search 2. Then came back to the site directly and watched a video or viewed a product page 3. Eventually submitted a lead
  14. 14. Cohorts Group visitors who all have something in common: • Visitors who first came to my site before our TV ad • Visitors who first came to our site during our TV ad • Visitors who first came to our site after our TV ad
  15. 15. Demographics Get demographic data from Google Display Network:
  16. 16. Interests Get demographic data from Google Display Network:
  17. 17. Some Questions To Ask Your Segments
  18. 18. What do people do when the come to my site from organic search as their first and subsequent visit?
  19. 19. How well does social media acquire qualified visitors? B2B Customer B2C Customer
  20. 20. What is the influence of video on conversion?
  21. 21. New Segment Interface
  22. 22. Segment Gallery
  23. 23. Segment Visibility
  24. 24. Good Reads • http://www.kaushik.net/avinash/googleanalytics-visitor-segmentation-userssequences-cohorts/ • http://searchenginewatch.com/article/230713 1/10-Google-Analytics-Advanced-SegmentsThat-Reveal-Search-Social-ROI/
  25. 25. Stay Tuned… February 6, 2014 (Tentative) Track events without deploying any code using GTM auto event tracking!

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