Speaking for a group of early-stage startups, I thought it'd be best to focus on the type of web analysis that gets things done. That is, Avoiding analysis paralysis and using actionable reporting. The presentation focuses on Google Analytics.

1. Analytics that GSD
Let’s stop wasting time
MIKE PANTOLIANO

2. Hi, I’m Mike
MICHAEL PANTOLIANO
Web Marketing Consultant
mike.pantoliano@distilled.net
@MikeCP

3. Michael Pantoliano | @MikeCP
Image: http://factoryjoe.com/blog/

4. First: Let‟s Close Our Web
Analytics

5. http://theleanstartup.com/
Michael Pantoliano | @MikeCP

6. Image ganked defiantly from http://theleanstartup.com/

7. Beware of Vanity Metrics

8. Time on Bounce
Site? Rate?
Conversions?
Visits?

9. <script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXXX-X']);
_gaq.push(['_trackPageview']);
Michael Pantoliano| @MikeCP

10. We can customize the crap out
of Google Analytics

11. Michael Pantoliano| @MikeCP

12. All Startups ≠ Same
All Analytics ≠ Same
Analytics Presentations ≠ Same

14. Right Now We‟re Here
Define Segment /
Establish KPIs
Business Identify Goals Measure
& Targets
Objectives Outcomes
We‟re not covering this
Michael Pantoliano| @MikeCP

15. Setting Goals
URL Destination Time on Site Page Depth Events
Michael Pantoliano| @MikeCP

16. Setting Goals
Transactions
GA eCommerce Tracking Setup Instructions http://dis.tl/VeqISj
Michael Pantoliano| @MikeCP

17. http://getcomparisons.com

18. Goal?
Mini-goal?
Mini-goal?
http://getcomparisons.com

19. Now We‟re
Here
Define Segment /
Establish KPIs
Business Identify Goals Measure
& Targets
Objectives Outcomes
Michael Pantoliano| @MikeCP

20. Goal:
“The best thing to measure the
growth rate of is revenue. The
next best, for startups that aren't
charging initially, is active
users.”
KPI:
“A good growth rate during YC is
5-7% a week. If you can hit 10% a
week you're doing exceptionally
well. If you can only manage
1%, it's a sign you haven't yet
(pretty smart dude) figured out what you're doing.”
http://paulgraham.com/growth.html
Michael Pantoliano| @MikeCP

21. Revenue is easy

22. How To Define “Active Users”?

24. Michael Pantoliano| @MikeCP

25. We‟ll come
back to the
„how‟

26. Access & Speed

27. …And Finally
Define Segment /
Establish KPIs
Business Identify Goals Measure
& Targets
Objectives Outcomes
Michael Pantoliano| @MikeCP

28. Some of the Basics

29. Custom Reports Make Life
Easier

30. Analyzing
Acquisition Behavior Outcome
Michael Pantoliano| @MikeCP

31. Outcomes?
Behavior
Acquisition

32. Outcomes?
Behavior
Acquisition

33. Outcomes?
Custom
Report:
Much Better Behavior
Acquisition

34. Custom Variables

35. _setCustomVar(
index, // Slots 1 - 5
name,
value,
opt_scope // 1, 2, or 3
)
Documentation: http://dis.tl/IAPDfp
Michael Pantoliano| @MikeCP

36. _gaq.push(['_setCustomVar',
1,
'Section',
'Life & Style’,
3
]);
Michael Pantoliano| @MikeCP

37. _gaq.push(['_setCustomVar',
1,
'Funnel',
'Abandoned',
2
]);
Michael Pantoliano| @MikeCP

38. _gaq.push(['_setCustomVar',
1,
'Gender',
'Male',
1
]);
Michael Pantoliano| @MikeCP

39. Name Value
Active User Yes, No
Logged In Yes, No
Join Month 05, 06, etc.
Author John, Steph
# of Orders 1,10, etc.
Recency Days/Months
Michael Pantoliano| @MikeCP

40. <script type="text/javascript">
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-xxxxxx-XX']);
_gaq.push(['_setCustomVar', 1, 'user_type', '<?php echo $_GET["active"]; ?>', 1]);
_gaq.push(['_trackPageview']);
Michael Pantoliano| @MikeCP

41. Michael Pantoliano | @MikeCP

43. Events

44. _trackEvent(
category,
action,
opt_label,
opt_value,
opt_noninteraction
)
Documentation: http://dis.tl/RmJ4Qg
Michael Pantoliano| @MikeCP

45. <p onload=“_gaq.push(['_trackEvent', 'Checkout Errors', 'Please enter valid
payment information.’]);”>Please enter valid payment information.</p>
Michael Pantoliano | @MikeCP

47. GA Content Experiments

50. #Measure

51. Michael Pantoliano | @MikeCP

52. Shoulda Had Alerts Set Up

53. http://dis.tl/URQ60W 55+ Custom Alerts (LunaMetrics)

54. Multi-Channel Funnels
Michael Pantoliano | @MikeCP

55. Assisted Conversions Report

56. Adjusted Bounce Rate
var _gaq = _gaq || [];
_gaq.push(['_setAccount', 'UA-XXXXXXX-1']);
_gaq.push(['_trackPageview']);
setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000);
http://dis.tl/Veijhz
Michael Pantoliano | @MikeCP

57. Thanks!
MICHAEL PANTOLIANO
Web Marketing Consultant
mike.pantoliano@distilled.net
@MikeCP