1. <Make the Most of your Analytics Tool>
Mario Herrera

2. <Analytics Tools>

3. Let’s gather information!
Analytics
Code
<Cookie with ID>
<Hit with ID>
<Data>

4. Users
Sessions
Hits
How analytics
tools organise our
data
<Data>

5. Everything Starts with a <Hit>

6. Analytics
Code
<Hit>
Collection
Server
PageViews Events Transactions Social Interactions
Is a request to send data to the server
<Hits>

7. <Sessions>

8. A session is simply a collection of hits or actions, performed by
the same user, grouped together.
Session = Visit
<Sessions>

9. <Sessions Timeout>

10. 30minutes
Most analytics tools use 30 minutes of inactivity to separate
sessions
<Sessions Timeout>

11. Inactivity period longer than 30 minutes results in
another session
User opens
a site
12:30
User
views another
page
And
another one..
12:35 12:40 13:12
And
another one..
Session 1 Session 1 Session 1 Session 2
<Sessions Timeout>

12. 12:30 12:35 12:40 13:00
Referrals from advertising systems are considered
separate sessions
User
opens
a site
User opens
a site
User
views
another
page
User
views another
page
Session 1 Session 1 Session 2 Session 3
User clicks to
the same
website from
PPC campaign
<Sessions Timeout>
User clicks to the
same website
from a different
PPC ad

13. • Time-based expiration (including end of day):
1. After 30 minutes of inactivity
2. At midnight
• Ad campaign change:
1. If a user arrives via one campaign, leaves, and then
comes back via a different campaign.
End of a session is called differently depending on the analytics tool we use
<Sessions Timeout>

14. <Users>

15. Analytics tool normally creates the identifier the first time a
user is detected.
Users are identified using an anonymous number or a string
of characters
<Users>

16. Sessions from the same user can be grouped together as long
as each hit has the same user ID
<Users>

17. When a user clears cookie data
and then comes back to the website.
If a user does not return to your website within 90 days,
his next visit will be treated as a new user.
<New Users>
<New Users>

18. No more than one page view was registered during the
sessions
The session length was less than the length set for bounce
tracking
<Bounce>
<Bounce Rate>

19. <Goals>

20. Multi-step goalsOn click events "JavaScript event"
Number of page views
‘Page depth’
One or more URLs you would like
users to visit ‘Page view’
<Goals>

21. <Buying Process>

22. First Interaction
Last Interaction
Explore which channels and
keywords initiate the sales cycle
Shows which channels and keywords
close the sales cycle
Assist Interaction
Channels and keywords users interact
with prior to buying
<Buying Process>

23. Understanding
<Reports>

24. The information in a hit is
transformed into dimensions
during processing.
Every report is just a single
dimension, and the
corresponding metrics for each
value that you see in your
reports.
Understanding
your
Customers
<Reports>

25. <Reports>
Website
Audience
Promotion
Channels

26. <Website Reports>

27. % New Users Bounce Rate Goal Completions Session Duration
<Website Reports>

28. Page Depth Landing Pages # Exits Converting Content
Pages
<Website Reports>

29. <Audience Reports>

30. <Audience Reports>
Keywords Keywords per Site Geography Demographics

31. <Audience Reports>
Time of the
Day
Day of the
week
Device Browser

32. <Promotion Reports>

33. Channels Referrals
<Promotion Reports>

34. <Channels Reports>

35. <Channels Reports>
Sessions Multichannel
Report
Time Lag Path Length

36. <On Page
Behaviour>

37. Link, Click & Scroll Maps – Identify the most popular
sections of your page. <On Page Behaviour>

38. Visitor’s interests based on their previous online actions
<Yandex Tools>

39. <Yandex Additional Tools>

40. Form Analysis
<Yandex Tools>

41. Webvisor
<Yandex Tools>

42. mario.herrera@webcertain.com
linkedIn: /in/marioherrerap
webcertain.com
internationalmarketingschool.com
internationalsearchsummit.com
webcertain.tv
<Global Central Analytics> – Our Analytics Tool for Global Marketers
<Global Central Know-How> – Knowledge for Digital Marketers