Google Analytics can help you understand what content is getting traction: what gets viewed, what sends traffic and what converts to action.. Dana Chinn, web analytics lecturer at Annanberg USC and Sally Falkow, President of PRESSfeed, the social online newsroom, cover the top10 Google Analytics reports.
TOP 10 GOOGLEANALYTICS REPORTS http://www.press-feed.com @pressfeed #PFGA
Online Newsrooms and Content Strategy• “Newsrooms – if done right – can be an excellent source for new content. However, in this renewed age of content marketing, it can’t just be the press releases.• Whatever content gets put up has to be compelling enough for people to want to share. It should not simply report facts, but should have some sort of human element explaining what this news means to the target audience.”- Thom Craver https://twitter.com/thomcraver
THOUGHTS ABOUT“GOOGLE ANALYTICS TIPS:10 DATA ANALYSIS STRATEGIES THAT PAY OFF BIG!”BY AVINASH KAUSHIK Dana Chinn email@example.com Lecturer @danachinn
5 Two types of analytics dataBehavioral research What people did as captured by an action taken on a keyboard or mouseAttitudinal research What people say they did what they think and why as captured by surveys, focus groups, social media, usability studies
6Unique visitors visit a site and generate page views
7What actions indicate engagement? Visit, regularly View content, a lot Interact, often -- rate, print, vote, take a poll, click on an ad -- share, e-mail, comment, contribute
9 Google “Analytics measures both visits and visitors in your account. “Visits represent the number of individual sessions initiated by all the visitors to your site.” 15 visits or sessionsGoogle Analytics: The Difference Between Clicks, Visits, Visitors, Pageviews, and Unique Pageviews
Analytics Measurement Model – E-commerce Start here Visits that come from… Market Motive/Avinash Kaushik
13Segment #1: Sources Overview report Where did an external visitor come from? Did they come based on actions we took? Visits that come from… Needs to be custom coded
14 Balanced Too reliant on searchGraphs from “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik
15Facebook, Twitter and other third-party social mediaservices are considered “referring sites” Too reliant on social media? Or a site architecture / Google Analytics set-up issue?
16Segment: Visits that came from branded vs. unbrandedsearch terms Visits from people who were signed in into Google Brand name Visits from Advertising slogan branded search Name of your CEO Topic you want to be known for Visits from Topic you don’t want to be known for unbranded search Topic you didn’t know you were known for
18Segment #2: Landing Pages report Visits that came from search or Facebook or from a bookmark or from an e-mail campaign… Where did they land? What happened when they got there? Did they stay? Buy? Leave?
19 Bounce rate The percent of visits with only one page view “I came. I saw. I puked.” -- Avinash Kaushik on bounce rateA bounce: a visit with only one page view
20 “Forty-six percent of the 11.1 million visits that cameSite bounce rate to our site in the last 12 months bounced. In other words, there were five million times someone came to the site, looked at one page, and left.”
21Site bounce rate: Interesting… …but ultimately not actionable
22Landing page bounce rates by traffic sourcegive actionable insights How many people came to the site directly…. …and landed on the home page… …and bounced?
24Segment #3: Goals report Visits that came from search or Facebook or from a bookmark or from an e-mail campaign… …and resulted in a micro-conversion vs. a macro-conversion vs. ?
25 Goals and goal values differ by company and project Goals need to be set up in Google AnalyticsImages from Market Motive and “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik
27Segment #4: Conversion funnels report “Funnels provide a wealth of actionable information that can have an immediate effect on website success. “Any defined processes, no matter how small, should be measured using a funnel.” -- Justin CutroniFrom “Applying Google Analytics Goal and Funnel Techniques,” by Justin Cutroni, Public MediaMetrics
Of all of the visits that came in directly, how manyconverted, or resulted in a sale? 1 Landing page with internal search window 2 Internal search results 3 Product description and price 4 Product added to cart 5 Account sign-in 6 Review / pymt. Purchase confirmation page
29 100% conversion Most common Optimal Ill-defined Poorly convertingFrom “Advanced Web Metrics with Google Analytics” (third edition), by Brian Clifton
31 Segment #5: Multi-Channel Funnel Assisted Conversions Report “If all your campaigns always include campaign tracking parameters, this report is really good atVisits from answering this critical question: Is channel x more likely to be at the end of the conversion process or …that resulted in a conversion drive traffic that might convert later via a different channel?From “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik
33Segment #6: Mobile Devices Report (mobile web) Should we use a mobile-optimized, responsive design for our site? 20% of visits DID use a mobile 20% device 80% 80% of visits did NOT use a mobile device 20% Week 1 Week 2 Week 3 Week 4
34Visits to a mobile site result in different behavior andoutcomes…Old mobile web site New mobile web site New full-sized web site– same as full-sizedsite…and thus need to be analyzed differently – andseparately
36 Segment #7: In-Page Analytics Report How do these click percentages differ by traffic source and landing page?Image from “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik
38Segment #8: Location Report So what? Only small percentages of visits to our site come from cities and states we’re targeting with our new marketing campaign.
39 Get the data out of Google Analytics and put it in a format that’s meaningful for your company’s business goals India China 8% 11,439 5% 7,188 Canada, Other U.S. UK U.S. 29% 5% 43,715 7,393 All other 53% 29% 80,354 Calif. 45,008 24% 36,639“All other” includes 183 countries, each with 1 percent or less.“Other U.S.” includes other states, each with 5 percent or less.
41Segment #9: Site Search Terms ReportVisits that use your site’s internal search engine: What were they looking for that they didn’t see on the landing page? What search terms did they use? Did the search results give them what they wanted? Did they leave the site when they saw the results? Did they search again?
42Are the external search terms – paid and organic – the sameas internal search terms? Visits from people who were signed in into Google Brand name Visits from Advertising slogan branded search Name of your CEO Topic you want to be known for Visits from Topic you don’t want to be known for unbranded search Topic you didn’t know you were known for
Network ReferralsAs your content isshared its important tounderstand how visitorsfrom different socialsources engage withyour newsroom
ConversionsShared content URLsbecome the entry pointsinto your site ornewsroom, driving trafficfrom social sources.Measuring the conversionvalue of this traffic willhelp you understand theimpact of Social on yourbusiness.
Landing PagesPeople increasinglyengage with, share, anddiscuss content on socialnetworks.Its important to knowwhich pages and contentare being shared, wheretheyre being shared, andhow
Social Plug-insAdding Social Pluginbuttons to your site (forexample, Google "+1"buttons) allows your usersshare content to socialnetworks directly fromyour site.Your social plugin datashows you which contentis being shared, and onwhich networks.
Social Visitor Flow • Top social referrers • Top landing pages • Page drop-off rate. • By comparing the drop- off rate of social traffic to other traffic sources, you can determine which traffic referrers are sending the most qualified visitors to your website.
The Social Online Newsroom www.press-feed.com firstname.lastname@example.org