Google Analytics: understanding the data correctly


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Main points of the webinar:
1) Introduction of Google Analytics, understanding the data correctly: goals, e-commerce, principal metrics (visits/pageviews, sources of traffic), webmaster tools integration
2) Google Analytics advanced segments setting, and Top 8 of the most useful custom reports and how to set them:

• Not Provided
• Branded vs non-branded traffic
• Visits with transactions
• Most profitable sources of traffic
• Funnel visualizations, drop-offs
• Bounce rate, it’s correct interpretation
• Mobile traffic
• 404 errors

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Google Analytics: understanding the data correctly

  1. 1. Google Analytics: understanding the data correctly Webinar, June 27, 2013
  2. 2. Promodo at a Glance
  3. 3. Speaker Helen Ruchko Marketing Assistant at Promodo
  4. 4. Webinar main points Introduction to Google Analytics: How to set up goals in Google Analytics How to use Google Analytics ecommerce tracking Google Analytics principal metrics (visits/page views, sources of traffic) Webmaster tools integration
  5. 5. Webinar main points Top 8 Google Analytics custom reports: Not Provided Branded vs. non-branded traffic Visits with transactions Most profitable sources of traffic Funnel visualizations, drop-offs Bounce rate, it’s correct interpretation Mobile traffic 404 errors
  6. 6. Introduction to Google Analytics
  7. 7. Google Analytics is a powerful tool which shows you what is working on your website and what is not. It helps you optimize your marketing efforts and maximize the revenue. Why do we need Google Analytics?
  8. 8. Adjust Google Analytics to your business goals. How to make the most of Google Analytics data?
  9. 9. A goal is a critical event for your business which occurs on the website during the visit and helps you generate income What are goals in Google Analytics?
  10. 10. How to set up goals in Google Analytics
  11. 11. URL destination goal Time on site goal Pages per visit goal An event goal 4 types of goals:
  12. 12. Google Analytics will keep track of URLs you specified. Each time a user goes to such URL the conversion is triggered URL destination goal examples: o thank you page o confirmation page o checkout page o about us page URL destination goal
  13. 13. URL destination goal for Promodo website
  14. 14. Setting up the goal
  15. 15. URL destination goal for Promodo website
  16. 16. Match type • Regular expressions give the most flexibility, but they are rather for advanced Google Analytics users. • Read Google’s regular expressions guide to learn how to make the use of them.
  17. 17. Google Analytics will keep an eye on visit duration. If the visitor stays on website above or below time you specified, a conversion is reported. Time on site goal
  18. 18. Time on site goal Time on site goal is ideal for customer support websites which want the user finds the answer as fast as possible – “less than” time on site goal or large content websites which target is the maximum user engagement - “more than” time on site goal
  19. 19. Pages per visit goal Pages per visit goal tracks the number of pages the visitor views per one visit. When the number of viewed pages reaches then threshold you specified the conversions triggers Pages per visit goal suits the best rich content websites which objective for the user to view as many content as possible
  20. 20. An event goal Google Analytics reports the conversion when a certain event occurs during the visit Event goal examples: o ebook download o free trial account creation o software download, etc
  21. 21. An event goal for Promodo website
  22. 22. An event goal To track this kind of goal, previously you need to set up at least one event Check out The Google Analytics Event Tracking Guide to know how to do this exactly
  23. 23. Where to look for goal completion information?
  24. 24. Where to look for goal completion information?
  25. 25. How to use Google Analytics ecommerce tracking
  26. 26. Why ecommerce tracking is worth to set up? • Ecommerce tracking allows you to track your business outcome • With ecommerce tracking enabled you can associate the revenue with a certain traffic source and answer the question: “Who gets the credit?”
  27. 27. Setting up ecommerce tracking Step 1: Enable ecommerce tracking
  28. 28. Setting up ecommerce tracking
  29. 29. Setting up ecommerce tracking
  30. 30. Setting up ecommerce tracking Step 2: Embed Google Analytics tracking code to receipt page which contains transaction details and a receipt of the purchase
  31. 31. Setting up ecommerce tracking _gaq.push(['_addTrans',    '1234',           // transaction ID - required    'Womens Apparel', // affiliation or store name    '28.28',          // total - required    '1.29',           // tax    '15.00',          // shipping    'San Jose',       // city    'California',     // state or province    'USA'             // country ]); _gaq.push(['_addItem',    '1234',           // transaction ID - necessary  to associate item with transaction    'DD44',           // SKU/code - required    'T-Shirt',        // product name    'Olive Medium',   // category or variation    '11.99',          // unit price - required    '1'               // quantity - required ]); _gaq.push(['_trackTrans']);   
  32. 32. Code example Transaction Details: Transaction ID: a23nm45ys23 Total: $175.00 Tax: $0.00 Shipping: $25.00 Items Purchased in the transaction: 12345: one, Black 17″ Rollerbag, $100.00, SKU = RB17, Category = Luggage 45678: one, Black 15″ Rollerbag, $75.00, SKU = RB15, Category = Luggage example provided via
  33. 33. What kind of information will you get?
  34. 34. What if your website is non-ecommerce, but you would like to track sales? • Make little tweaks in Google Analytics code - set up the constant value in the required fields and track only the purchase amount
  35. 35. Google Analytics principal metrics
  36. 36. Visits • Visits are used to measure traffic volume • Businesses are interested in receiving as high number of target visits to the website as possible
  37. 37. Visits Measuring number of visits helps: • understand how successful your online marketing campaign is • compare traffic volume of different periods of time • find out whether your business is seasonal • detect the most popular days of the week when you receive the highest traffic volume
  38. 38. Visits Traffic volume to the website
  39. 39. Pageviews • Pageview is an instance of a page being loaded by a browser. • The Pageviews metric is the total number of pages viewed (repeated views of a single page are also counted)
  40. 40. Pageviews The Pageview metric is important for two main reasons: o a pageview indicates the fact that Google Analytics tracking code has been executed on a web page o it is used to measure website content effectiveness and user engagement
  41. 41. Pageviews
  42. 42. Traffic sources It is important to analyze different traffic sources in terms of number of visits they drive and conversions they generate
  43. 43. Traffic sources By looking at different traffic channels you can: o find the best performing traffic sources o understand what is working in your marketing campaign and what is not
  44. 44. All traffic Traffic sources SearchRefferalsDirect
  45. 45. Traffic overview
  46. 46. Direct traffic represents visitors who clicked on a bookmark to arrive at your site, or who typed the URL directly into their browser
  47. 47. Direct traffic report
  48. 48. How to attribute goals conversion and sales to a certain traffic source? • Add ecommerce and goals column to the report
  49. 49. Direct traffic report with goals
  50. 50. Direct traffic report with ecommerce
  51. 51. Referral traffic includes any web sources that link to your website and send traffic there. Examples: o websites with banner ads o links from blogs o affiliate program links, etc.
  52. 52. Referral traffic By measuring referral traffic you can figure out: o what websites send the most traffic to you o at what landing pages users the most frequently arrive o how users interact with the page content and whether it meets their needs
  53. 53. Referrals report
  54. 54. See what pages exactly send traffic to your website
  55. 55. Search Engine traffic represents visitors who click on a search results link in any search engine - Google, for example Search engine traffic PaidOrganic
  56. 56. Search Engine traffic analysis helps: o find out from what search engines you get most of the visits o what keywords send you the most traffic o compare seo and ad campaigns effectiveness
  57. 57. Search Engine traffic overview
  58. 58. Organic traffic overview (by keywords)
  59. 59. Paid traffic overview (by campaign)
  60. 60. Webmaster Tools integration
  61. 61. Webmaster Tools integration
  62. 62. Webmaster tools integration makes it possible: o to see Webmaster Tools data in Google Analytics reports o to access Google Analytics reports directly from Webmaster Tools pages
  63. 63. Webmaster Tools integration
  64. 64. Results
  65. 65. Top 8 Google Analytics custom reports
  66. 66. Why are custom reports very useful for your business? • Custom report is a shortcut which helps you get more actionable insight in less time • Custom reports adjust Google Analytics data specifically to your business goals
  67. 67. Report #1 Not provided
  68. 68. An issue with not provided segment • If the user searching on Google is signed in to any of Google service, their search is conducted in a secure context, and thus the keywords with which user arrives at your website are not available.
  69. 69. Not provided custom report detects landing pages at which users from not provided segment arrive Benefits: • you can get a clearer picture of user intent • suggest the keywords which could have been used to arrive at the certain page
  70. 70. Setting up the Not provided report
  71. 71. Setting up the Not provided report
  72. 72. Not provided report in action
  73. 73. Not provided report • For more details about the Not provided report read Econsultancy’s post How to steal some 'not provided' data back from Google
  74. 74. Report #2 Branded vs. non-branded traffic
  75. 75. Branded vs. non-branded traffic Branded vs. non-branded traffic report enables you to exclude branded keywords from the list of keywords Benefits: • you can see what unbranded keywords people use to find your product or service online • you can get more accurate data to analyze the effectiveness of your online marketing campaign
  76. 76. How to set up branded vs. non- branded traffic report
  77. 77. Branded + non-branded traffic report Non-branded traffic report
  78. 78. Report #3 Visit with transactions
  79. 79. Visits with transaction report shows data for visits during which goal conversion or purchase happened Benefits: • you can find out what kind of visits (region, language, browser, screen resolution) convert the most on our website • you can get an idea of users behavior pattern to see what improvements should be done to the website to make such visits convert again
  80. 80. How to apply visits with transactions report
  81. 81. Analyzing visits with transactions report
  82. 82. Analyzing visits with transactions report
  83. 83. Report #4 Most profitable sources of traffic
  84. 84. The most profitable sources of traffic report shows which traffic sources generate the most revenue for your business Benefits: • helps you understand what traffic resources give the highest ROI and what sources are worth to invest more in
  85. 85. How to set up the most profitable traffic sources report
  86. 86. The most profitable traffic sources report
  87. 87. Report #5 Funnel visualization, drop-offs
  88. 88. Funnel is a sequence of steps you expect the user to take on the way to conversion. Funnel visualization help see the conversion path and steps on which users abandon the conversion process Benefits: • helps you eliminate bottlenecks from the conversion process and increase conversion rate
  89. 89. Funnel visualization
  90. 90. Funnel visualization
  91. 91. Funnel visualization
  92. 92. Report #6 Bounce Rate
  93. 93. Bounce rate is the percentage of visits that go only one page before exiting a site • Bounce rate is used to measure user engagement, evaluate how much the website content is relevant to the users needs • Generally, a high bounce rate is considered to be a negative sign. Visitor might leave the website because of poor design, usability issues, or if they don’t find the information they need
  94. 94. Bounce rate is a key metric of many Google Analytics reports
  95. 95. How to detect underperforming pages with bounce rate metric
  96. 96. How to detect underperforming pages with bounce rate metric
  97. 97. Because of the way Google Analytics calculates bounce rate, there is a certain group of website for which a high bounce rate is normal. For example, blogs.
  98. 98. How Google Analytics calculates bounce rate If after viewing one page user doesn’t proceed to another page, Google Analytics considers it a bounce
  99. 99. Report #7 Mobile traffic
  100. 100. Mobile traffic report displays the data about users accessing your website from mobile devices Benefits: • you can get a clear picture of users visiting your website from mobile (screen resolution, operating system, browser, etc.) • you can increase mobile traffic conversion rate by detecting and eliminating problems mobile users may experience on your site
  101. 101. Mobile traffic report
  102. 102. Mobile traffic report
  103. 103. Analyzing mobile traffic
  104. 104. Report #8 404 errors
  105. 105. 404 errors report singles out the data about 404 traffic Benefits: • allows to see how frequently users run into non-existent pages • makes it possible to identify the sources of bad links and fix them in order to improve user experience and decrease bounces from website
  106. 106. Setting up 404 errors report Go to the website and check in the code 404 error page title
  107. 107. Setting up 404 errors report
  108. 108. Setting up 404 errors report
  109. 109. Setting up 404 errors report
  110. 110. More reporting solutions from Google Google’s Solution Gallery
  111. 111. Free SEO and CRO audit We would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts. - Quick usability audit of the existing site; - Quick SEO audit and review of existing analytics; - Audit of PPC campaigns; - Technical audit; - Best practices of conversion rate optimization.
  112. 112. Please follow
  113. 113. Thank you for your attention! Feel free to contact me Elena Ruchko Marketing Assistant at Promodo e-mail: Skype: ruchko_lena