The document provides tips for making analytics more valuable, including tracking campaigns, goals, and reports. It recommends: 1) Ensuring all campaigns are tracked with parameters; 2) Tracking basic page info like URL and referrer; 3) Creating goals for negative experiences and a horizontal funnel; 4) Automating weekly performance reports. The tips aim to identify issues and opportunities from analytics data to prioritize improvements.
3. Making Analytics Valuable
} A lesson learnt over the years –
understand your Audience
} You just heard from Avinash
} You are inspired
} I can’t compete
} Instead of inspiration, I am aiming for
immediately actionable
} This is a set of tips to get more impact in
less time
Page 3 @peter_oneill 1st Nov 2014
4. one + two + three + four
one area you must get sorted
two items to record in your analytics tool
three (sets of) goals for Google Analytics
four reports to create, automate & use
Page 4 @peter_oneill 1st Nov 2014
1
2
3
4
5. ONE AREA YOU MUST GET SORTED
Page 5
@peter_oneill 1st Nov 2014
6. One area – Campaign Tracking
} You MUST get this right
} I really hope you know this
} Means adding campaign parameters to the URL
} Structure varies by analytics tool
} If not done, analytics tool relies on referrer data
} If within an app – no referrer
} If redirects – not the actual referrer
} Plus only tells you source, no detail
} So why are so many companies not doing it?
} Don’t you want to know what your work is worth?
Page 6 @peter_oneill 1st Nov 2014
1
7. Options for resolving Campaign Tracking
} Can do it manually one by one
} GA URL Campaign Builder
} Chrome extension
} Can bulk create manually – use Excel tools
} L3 Analytics GA campaign builder
} L3 Analytics SiteCatalyst campaign builder
} Autotag for Adwords
} Most vendors can add automatically
} Email, Affiliates, Display, Buffer
} Most don’t do it by default – request/insist!
} There are no excuses, GET THIS SORTED!
Page 7 @peter_oneill 1st Nov 2014
1
8. TWO ITEMS TO RECORD IN YOUR
ANALYTICS TOOL
Page 8
@peter_oneill 1st Nov 2014
9. Item 1 – Basic Page Information
} Always record:
1. the full URL of the page being viewed
2. the referrer to this page
} Key use is identifying the cause of 404 error pages
} url that generated error
} referrer to that page
Page 9 @peter_oneill 1st Nov 2014
2
10. Item 2 – Search Results
} Record the number of search results
} Key use is search terms with ZERO search results
} Fix it so people can find what they were looking for
Page 10 @peter_oneill 1st Nov 2014
2
11. THREE (SETS OF) GOALS FOR GOOGLE
ANALYTICS
Page 11
@peter_oneill 1st Nov 2014
12. Goal Set 1 – Negative Goals
} Goals can be about negative website experiences
1. Create a goal for viewing 404 Error pages
2. Create a goal for experiencing Form Validation errors
} If “Goal Completion Rate” is above X%, take action
} Set own limit but should be below 5%
Page 12 @peter_oneill 1st Nov 2014
3
13. Goal 2 – True Sessions by Channel
} Direct Entry sessions report as the previous traffic source
} This is a clever (hack) solution
} Create goal for all sessions
} Destination goal – Begins with /
} Use Assisted Conversion report
} Select “All Sessions” Goal
} Last Click metric is now true
Sessions
} Compare against Channels
report
Page 13 @peter_oneill 1st Nov 2014
3
14. Goal Set 3 – Create a Horizontal Funnel
} We all love funnels
} Create a goal for each checkpoint
} It creates a horizontal funnel
} Can then view funnel for all dimensions
values within any report
} Use to identify differences in performance
Page 14 @peter_oneill 1st Nov 2014
3
15. FOUR REPORTS TO CREATE, AUTOMATE
& USE
Page 15
@peter_oneill 1st Nov 2014
16. Reports 1 – Weekly Performance Reporting
} Analytics is not about reports
} But we need information
spread across the company
} Reporting has its place
} My approach
} No speedometers, pie charts,
flashy elements
} Small number of key metrics
} Comparison number
} Trended over time
} Segmented
} Multiple Dashboards
Page 16 @peter_oneill 1st Nov 2014
4
17. Reports 2 – Tactical Reports – Merchandise
A. Most popular product
B. The money maker
C. Something is wrong
D. Another issue here
E. Opportunity product,
make more visible
Page 17
4
@peter_oneill 1st Nov 2014
18. Reports 2 – Tactical Reports – Content
1. Article #2
} Popular
} Not very
effective
} Access via
other sites
2. Article #11
} Less popular
} High reads,
shares &
comments
} Access via
internal links
Page 18 @peter_oneill 1st Nov 2014
4
19. Reports 3 – Entry Points vs Traffic Sources
} Overview of where people enter the website from each channel
} Evaluate quality of each traffic source/entry
} Using Bounce Rate or Conversion Rate or metric of your choice
Page 19 @peter_oneill 1st Nov 2014
4
21. Reports 4 – Using Performance Diagnostic reports
} Extend the report
} Metrics – traffic, engagement, performance, etc
} Dimensions – traffic source, entry point, device, gender, etc
} Create Internal Benchmarks
} Internal benchmarks are the maximum for each metric
} Look for biggest gaps in performance vs these benchmarks
} If ecommerce conversion rate is 3.2% for domestic traffic using Chrome on
desktop devices – why is it so poor elsewhere?
} Identify the weak points & calculate value of fixing
} Based on data, this is a prioritisation list for improving performance
} Gives you a set of actions for the next 3 months (to make more money)
Page 21 @peter_oneill 1st Nov 2014
4
22. Summary of Approaches to Make Analytics Valuable
1. Ensure all campaigns are tracked
2. Track URL & Referrer – fix 404 Errors
3. Track # Search Results – ensure results for common terms
4. Create Negative goals – trigger action when above X%
5. Create All Sessions goal – get accurate Direct Entry traffic
6. Create Goals for a Horizontal funnel – easily evaluate performance
for any segment of data
7. Use Weekly Performance Dashboards – spread the knowledge
8. Create Tactical Reports – ensure daily actions are informed & smart
9. Review Entry Points vs Traffic Sources – overview of website access
10. Review Performance Diagnostic – identify where fixes are required
Page 22 @peter_oneill 1st Nov 2014
1
2
3
4
23. Access Templates
} All templates can be found & downloaded from
www.l3analytics.com/marketing-festival
Page 23 @peter_oneill 1st Nov 2014
24. THANK YOU
I can be found at
• peteroneill@l3analytics.com
• @peter_oneill
• +44 7843 617 347
• www.linkedin.com/in/peteroneill
Page 24 @peter_oneill 1st Nov 2014