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<Make the Most of your Analytics Tool>
Mario Herrera
<Analytics Tools>
Let’s gather information!
Analytics
Code
<Cookie with ID>
<Hit with ID>
<Data>
Users
Sessions
Hits
How analytics
tools organise our
data
<Data>
Everything Starts with a <Hit>
Analytics
Code
<Hit>
Collection
Server
PageViews Events Transactions Social Interactions
Is a request to send data to the ...
<Sessions>
A session is simply a collection of hits or actions, performed by
the same user, grouped together.
Session = Visit
<Sessio...
<Sessions Timeout>
30minutes
Most analytics tools use 30 minutes of inactivity to separate
sessions
<Sessions Timeout>
Inactivity period longer than 30 minutes results in
another session
User opens
a site
12:30
User
views another
page
And
an...
12:30 12:35 12:40 13:00
Referrals from advertising systems are considered
separate sessions
User
opens
a site
User opens
a...
• Time-based expiration (including end of day):
1. After 30 minutes of inactivity
2. At midnight
• Ad campaign change:
1. ...
<Users>
Analytics tool normally creates the identifier the first time a
user is detected.
Users are identified using an anonymous ...
Sessions from the same user can be grouped together as long
as each hit has the same user ID
<Users>
When a user clears cookie data
and then comes back to the website.
If a user does not return to your website within 90 day...
No more than one page view was registered during the
sessions
The session length was less than the length set for bounce
t...
<Goals>
Multi-step goalsOn click events "JavaScript event"
Number of page views
‘Page depth’
One or more URLs you would like
users...
<Buying Process>
First Interaction
Last Interaction
Explore which channels and
keywords initiate the sales cycle
Shows which channels and k...
Understanding
<Reports>
The information in a hit is
transformed into dimensions
during processing.
Every report is just a single
dimension, and th...
<Reports>
Website
Audience
Promotion
Channels
<Website Reports>
% New Users Bounce Rate Goal Completions Session Duration
<Website Reports>
Page Depth Landing Pages # Exits Converting Content
Pages
<Website Reports>
<Audience Reports>
<Audience Reports>
Keywords Keywords per Site Geography Demographics
<Audience Reports>
Time of the
Day
Day of the
week
Device Browser
<Promotion Reports>
Channels Referrals
<Promotion Reports>
<Channels Reports>
<Channels Reports>
Sessions Multichannel
Report
Time Lag Path Length
<On Page
Behaviour>
Link, Click & Scroll Maps – Identify the most popular
sections of your page. <On Page Behaviour>
Visitor’s interests based on their previous online actions
<Yandex Tools>
<Yandex Additional Tools>
Form Analysis
<Yandex Tools>
Webvisor
<Yandex Tools>
mario.herrera@webcertain.com
linkedIn: /in/marioherrerap
webcertain.com
internationalmarketingschool.com
internationalsear...
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Make the most of your Analytics Tool by Mario Herrera @ MeasureCamp Cardiff

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I show you what to do with the data from your Analytics Tool & what you can learn from your website.

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  • Discover the power of your analytics tool to boost your website!!
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Make the most of your Analytics Tool by Mario Herrera @ MeasureCamp Cardiff

  1. 1. <Make the Most of your Analytics Tool> Mario Herrera
  2. 2. <Analytics Tools>
  3. 3. Let’s gather information! Analytics Code <Cookie with ID> <Hit with ID> <Data>
  4. 4. Users Sessions Hits How analytics tools organise our data <Data>
  5. 5. Everything Starts with a <Hit>
  6. 6. Analytics Code <Hit> Collection Server PageViews Events Transactions Social Interactions Is a request to send data to the server <Hits>
  7. 7. <Sessions>
  8. 8. A session is simply a collection of hits or actions, performed by the same user, grouped together. Session = Visit <Sessions>
  9. 9. <Sessions Timeout>
  10. 10. 30minutes Most analytics tools use 30 minutes of inactivity to separate sessions <Sessions Timeout>
  11. 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. 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. 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. 14. <Users>
  15. 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. 16. Sessions from the same user can be grouped together as long as each hit has the same user ID <Users>
  17. 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. 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. 19. <Goals>
  20. 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. 21. <Buying Process>
  22. 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. 23. Understanding <Reports>
  24. 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. 25. <Reports> Website Audience Promotion Channels
  26. 26. <Website Reports>
  27. 27. % New Users Bounce Rate Goal Completions Session Duration <Website Reports>
  28. 28. Page Depth Landing Pages # Exits Converting Content Pages <Website Reports>
  29. 29. <Audience Reports>
  30. 30. <Audience Reports> Keywords Keywords per Site Geography Demographics
  31. 31. <Audience Reports> Time of the Day Day of the week Device Browser
  32. 32. <Promotion Reports>
  33. 33. Channels Referrals <Promotion Reports>
  34. 34. <Channels Reports>
  35. 35. <Channels Reports> Sessions Multichannel Report Time Lag Path Length
  36. 36. <On Page Behaviour>
  37. 37. Link, Click & Scroll Maps – Identify the most popular sections of your page. <On Page Behaviour>
  38. 38. Visitor’s interests based on their previous online actions <Yandex Tools>
  39. 39. <Yandex Additional Tools>
  40. 40. Form Analysis <Yandex Tools>
  41. 41. Webvisor <Yandex Tools>
  42. 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

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