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Events and Goals in Google Analytics: SEMrush Webinar | Coloring in Department

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What the hell do users do on your site? Aiden and Jill did a tasty webinar on the 4th September for the lovely people at SEMrush. We chatted about how to crack Events and Goals in Google Analytics.
When you have them set up, Google Analytics Events can really supercharge your understanding of what your customers are doing, because whilst it’s great to understand what pages people are looking at on your website, you really want to know what people are actually -doing- on your website, and for that you need to set up Event Tracking. And even more importantly, Goals. You like money right?

Sadly, these additional insights don’t come pre-built in, you have to create them yourself, you need to understand how to brief them properly too so that you can understand the data when it appears in your report.
Some of the things we covered:
• How to identify which Events you should be tracking on your website or app
• How to correctly label them so they make sense in your reports, and, help brief your developers to create them
• How to use Events to build goals, and impress everyone at work
• How to build segments and retargeting lists () with Event Tracking and goals

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Events and Goals in Google Analytics: SEMrush Webinar | Coloring in Department

  1. 1. © THE COLORING IN DEPARTMENT 2018 @ColoringIn @ColoringIn Google Analytics Part 3 What do visitors do? 
 Cracking Events and 
 Goals in GA © THE COLORING IN DEPARTMENT 2018
  2. 2. INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2018 @ColoringIn THE PROCESS
  3. 3. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn What do you users do?
  4. 4. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Analytics won’t tell you who…. Who shared the content?
  5. 5. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Analytics won’t tell you who…. Who started to fill out the form?
  6. 6. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Analytics won’t tell you who…. Did anyone click on the phone number when on a mobile device?
  7. 7. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Analytics won’t tell you who…. Did anyone check out your social media profiles?
  8. 8. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Analytics won’t tell you who…. Who clicked through the image carousel?
  9. 9. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Analytics won’t tell you who…. Did anyone submit the form?
  10. 10. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Analytics won’t tell you who…. Who scrolled down to the bottom of the page? To what extent?
  11. 11. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Analytics won’t tell you who…. Anyone click on the “mailto:email” button?
  12. 12. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Analytics won’t tell you who…. Who clicked through your tabbed content?
  13. 13. SUBMITSUBMIT SUBMITSEND © THE COLORING IN DEPARTMENT 2018 @ColoringIn Google Analytics won’t tell you who…. Did anyone play the video?
  14. 14. © THE COLORING IN DEPARTMENT 2018 @ColoringIn CATEGORY Think of these as big broad buckets for you to organise your events In English: Category= Chicken Bucket
  15. 15. © THE COLORING IN DEPARTMENT 2018 @ColoringIn ACTION Describes the ‘doing’ i.e what is the action that we are tracking. In English: Action= Eating Fried Chicken
  16. 16. © THE COLORING IN DEPARTMENT 2018 @ColoringIn LABEL Used to further describe the “doing” & the extent to which your users are “doing” something in relation to the action In English: Label= Chicken Thigh with Hot Sauce
  17. 17. © THE COLORING IN DEPARTMENT 2018 @ColoringIn And some more, less fun examples... CATEGORY ACTION LABEL VIDEO PLAYED VIDEO 25% ETC PAUSED VIDEO STOPPED VIDEO NAME OF VIDEO - “HOW TO GET STARTED” SCROLL REACH SCROLLED PAGE 25% PAGE SCROLLED 50% PAGE SCROLLED 75% PAGE SCROLLED 100% PAGE SCROLLED
  18. 18. © THE COLORING IN DEPARTMENT 2018 @ColoringIn CATEGORY ACTION LABEL SCROLL REACH SCROLLED PAGE 25% PAGE SCROLLED 50% PAGE SCROLLED 75% PAGE SCROLLED 100% PAGE SCROLLED And some more, less fun examples...
  19. 19. INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2018 @ColoringIn YOU ARE NOT A MIND READER
  20. 20. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Step 1: Start with your homepage SUBMITSUBMIT SUBMITSEND 1
  21. 21. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Step 2: Move onto your money pages ORDER 2
  22. 22. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Step 3: Arrange findings into your Category Actions and Labels Order no:#### Order no:#### Order no:#### Order no:#### 3
  23. 23. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Step 4: Map them to a funnel 4
  24. 24. Not this
  25. 25. Not this
  26. 26. Not this
  27. 27. INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2018 @ColoringIn WHERE DOES THE EVENT DATA LIVE?
  28. 28. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Behavior You will find your Event data in Behaviour
  29. 29. @ColoringIn© THE COLORING IN DEPARTMENT 2018
  30. 30. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Types of Goals in Google Analytics GOAL TYPE DESCRIPTION EXAMPLE Destination A specific location loads Thank you for registering! Web page or app screen Duration Sessions that last a specific amount of time or longer 10 minutes or longer spent on support site Pages/Screens per session A user views a specific number of pages or screens 5 pages or screens have been loaded Event An action defined as an event is triggered Video play, click on button, download, form complete
  31. 31. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Micro These are small interactions of people actually moving towards what you want them to do. There is value here; don’t throw this data away! Macro The main key performance indicator for your business, aka if this doesn’t happen your business will go bust!
  32. 32. @ColoringIn© THE COLORING IN DEPARTMENT 2018 You should map your business goals (micro and macro) to a funnel. We like to map them to TIMER
  33. 33. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Timer © T I ME R Teaser represents the people who are flirting with you, they arrive on your site and scroll down a page, maybe look through some pictures, then they hard bounce out of your site! Bye!
  34. 34. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Timer © T I ME R Investment They are “investing” their time with you, not quite converting but slowly giving more of a damn about you. Maybe watching some 
 of your video, downloading 
 a pdf, or adding to basket. 
 It’s the little things.
  35. 35. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Timer © T I ME R Meaningful They are doing what you really need them to do, your big hitting, if they don’t do them, we will go 
 out of business goals.
  36. 36. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Timer © T I ME R Engaged Your users are happy (and unhappy) people who are really engaging with your brand after a big goal, think referring a friend or leaving a review.
  37. 37. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Timer © T I ME R Retention The circle of life and all that, you have to consider some retention goals, do they come back, repeat the process? Think signing back in, or cross/ upselling. Also known as 
 acquisition in some 
 circles.
  38. 38. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Ecommerce 1. Looked at your social media profiles 2. Signed up to a newsletter 3. Clicked through to a product image 4. Added something to basket 5. Bought the damn product!
  39. 39. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Content Site 1. Call to action click e.g;read next story Content Site 1.Call-to-Action click eg; read next story 2.Watched video 3.Shared content 4.RSS feed 5.Signed up to your awesome newsletter! 2. Watched video Content Site 1.Call-to-Action click eg; read next story 2.Watched video 3.Shared content 4.RSS feed 5.Signed up to your awesome newsletter! 3. Shared content Content Site 1.Call-to-Action click eg; read next story 2.Watched video 3.Shared content 4.RSS feed 5.Signed up to your awesome newsletter! 4. Rss feed Content Site 1.Call-to-Action click eg; read next story 2.Watched video 3.Shared content 4.RSS feed 5.Signed up to your awesome newsletter! 5. Signed up to your awesome newsletter Content Site 1.Call-to-Action click eg; read next story 2.Watched video 3.Shared content 4.RSS feed 5.Signed up to your awesome newsletter!
  40. 40. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Here’s One (Or 6) I Made Earlier
  41. 41. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Why bother with 20 goals?
  42. 42. @ColoringIn© THE COLORING IN DEPARTMENT 2018 To Link The Channels Role In The 
 Customer Journey
  43. 43. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Acquistion > Channels - Drill Down By Goal
  44. 44. @ColoringIn© THE COLORING IN DEPARTMENT 2018 Multi-Channel Funnels> Assisted Conversions
  45. 45. INSERT CLASS TITLE© THE COLORING IN DEPARTMENT 2018 @ColoringIn Want templates and slides? Go Here! http://bit.ly/SEMrush-GA-3

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