We all know that we should be data-driven, heck, it shouldn’t just be another buzzword though! But, when you are looking into a haze of numbers, it’s pretty difficult to figure out how you turn these data points into insights for your company’s growth. Really hard. This talk will dive into the deep darkness of Google Analytics, particularly looking at the few kinks and quirks that may just be giving you the wrong numbers or worse, insights, when it comes to working out how well your marketing and website are doing. If you caught the talk then you walked away knowing god-worthy things, like: – How GA defines users and sessions, and what impact that has on reports, in particular to conversion and segmented data – Get more bang for your buck, tips, and tricks on how to fully utilize the features available in GA to make reporting easier – How to use UX techniques to build better dashboards for your stakeholders

1. © THE COLORING IN DEPARTMENT 2018
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HOW TO CREATE
REPORTS IN GA

2. @jillquick© THE COLORING IN DEPARTMENT 2018
WHAT’S ON THE MENU?
How does Google Analytics calculate certain metrics?
What is the impact of sessions and users on data?
How to use the reporting interface
UX techniques for better reports
Creating great reports

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@ColoringIn
#LIFEGOALS!
“I can’t wait to grow up and
create 55 page report, that
takes a week to create and no
one reads, or understands, or
cares about what I have
done…”

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@ColoringIn
INSERT
CLASS
TITLE
RECAP ON HOW GA
CALCULATES SOME THINGS

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BOUNCE RATE

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IS THIS A BAD PAGE?

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TIME STAMPS IN GA

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PAGE 1
FIRST HIT
10:00AM
PAGE 2
FIRST HIT
10:05AM
PAGE 3
FIRST HIT
10:10AM

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@ColoringIn
SEGMENTS

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@ColoringIn
THINK ABOUT SEGMENTS FOR YOUR REPORTS
BEST
Who are your best users?
Low Cost & High Return on
Investment (ROI )
WORST
Who are the worst users?
High Cost & Low Return on
Investment (ROI )
You also want answers to
your questions.
For example. How did my last campaign do?
Show me all the users from New York. Show all
my traffic from Organic Search. Etc

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SESSION SEGMENT
Session 1
The final session where
the users interacted with
site also includes the
final session that the user
converted
Hit!
USER SEGMENT
Session 1
Session 2
Session 3
All the sessions that
belong to that user
Hit!
Hit!
Hit!
And the interactions
they had on the site

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@ColoringIn
USER SEGMENT
Session 1
Session 2
Session 3
All the sessions that
belong to that user
Hit!
Hit!
Hit!
And the interactions
they had on the site

13. © THE COLORING IN DEPARTMENT 2018
@ColoringIn
SESSION SEGMENT
Session 1
Session 2
Session 3
The final session where
the users interacted with
site also includes the
final session that the user
converted
Hit!
Hit!
Hit!

14. © THE COLORING IN DEPARTMENT 2018
@ColoringIn
SESSION SEGMENT
Session 1
Session 2
Session 3
The final session where
the users interacted with
site also includes the
final session that the user
converted
Hit!
Hit!
Hit!
USER SEGMENT
Session 1
Session 2
Session 3
All the sessions that
belong to that user
Hit!
Hit!
Hit!
And the interactions
they had on the site

15. © THE COLORING IN DEPARTMENT 2018
@ColoringIn
INSERT
CLASS
TITLE
REPORTING INTERFACE

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CONTEXT FROM DATE COMPARISONS

17. INSERT INSTRUCTOR NAME
TITLE, COMPANY
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ADD SECONDARY DIMENSIONS

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ADD SECONDARY DIMENSIONS

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ADD SECONDARY DIMENSIONS

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THIS LOVELY BUTTON

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COMPARE TO SITE AVERAGE

22. INSERT INSTRUCTOR NAME
TITLE, COMPANY
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BOOM

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INSERT
CLASS
TITLE
UX + REPORTING = :)

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DEFINITION: USER EXPERIENCE (UX)
UX is the process of designing (digital or physical)
products, and in your case, campaigns, that are
useful, easy to use, and delightful to interact with.
UX FUNDAMENTALS

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A
B A B
Usability means making sure something
works well and that a person of little
experience can use it for its intended
purpose without getting hopelessly frustrated
USABILITY MEANS

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DON’T MAKE ME
THINK… AT ALL

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FUNDAMENTALS SHOULD APPLY TO REPORTS

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INSERT
CLASS
TITLE
CREATING GREAT REPORTS

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WHERE DO YOU START

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WHAT’S THE POINT OF THE REPORT?

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WHO IS GETTING THE REPORT?

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YOU HAVE REPORTING ‘PERSONAS’

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Your VP of marketing may want…
Reach = Events per session
Act = Number of free trials
Convert = Return on investment
Engage = Churn Rate
The CFO may want…
Reach = Cost per visitor
Act = Cost per Acquisition
Convert = Return on investment
Engage = Monthly recurring revenue
WHAT DO THEY CARE ABOUT?

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WHAT ARE THE KEY MESSAGES?

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HOW CAN YOU MAKE IT EASY FOR
THEM TO GET THE MESSAGE?

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HEADER GOES HERE
THIS WEEKS
SALES DATA
WEEKLY STATS CHART
WIREFRAME THE REPORTS

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@ColoringIn
What’s the point of
the report?
You want to isolate organic
traffic from the website to
see how your SEO strategy is
working for you.
WORK THROUGH THE QUESTIONS

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@ColoringIn
Who is getting the
report?
The CEO who has signed off
on the budget.
WORK THROUGH THE QUESTIONS

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What are the key
messages?
Which Search Engines are we
getting traction with ? e.g.
Google, Bing, Yahoo. How many
users are coming from organic
search, which pages they visited,
and if they converted or not.
WORK THROUGH THE QUESTIONS

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@ColoringIn
How can we make
this easy?
Provide headers above each metric and data
item. Display the search engines in a pie chart
format, for any goals, provide the data as a %
point AND real number of conversions, use a
bar chart to show the pages users visit. Add
a calendar icon so the reader can change
the dates, and an option to switch between
reporting views. Done!
WORK THROUGH THE QUESTIONS

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29th June 2018- 29th July 2018
SEO REVIEW
-Google
-Bing
-Yahoo!
WHERE DOES OUR SEO TRAFFIC COME FROM?
WHICH PAGES DO THEY LAND ON?
GOAL # GOAL #
DID THEY CONVERT?
Previous Period
HOW MANY USERS COME FROM SEO?
USERS NO #
Previous Period/Days
DID THEY CONVERT?
PAGE PAGE TITLE NO OF USERS
######
######
/url-address Title Tag ######
/url-address Title Tag ######
/url-address Title Tag ######
GOAL # GOAL #
Previous Period
Headers explain the detail,
don’t make them think!
Display data in pie chart to
quickly see the share of traffic
from different search engines
Select your report on users
or sessions, but make it
clear in the report which
metric you are using
Add an option to switch between
properties and views
Option to change data range.
Tip: agree on date range for
report e.g. 7/14/28/30 days
etc
Provide goals as a % and actual number
of goals eg 2% conversion = 12 goals
completed etc
Give context, show goals
from previous year and/or
previous periods
Show macro and micro goals
If you pull in data on your visitors
keep it consistent with the other
data points, or if you change,
make it clear in the heading
e.g. this is Users to the site or
Session on the site
Make data easy to view
in tables, using bars or
heatmaps
Add filters to your data studio
report to only show traffic
from medium = organic, to
avoid any data issues
Title of report
WIREFRAME IT

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INSERT
CLASS
TITLE
REAL LIFE EXAMPLES

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AVOID DATA VOMIT

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DATA STUDIO

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WIREFRAME

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THEN BUILD

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WIREFRAME

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THEN BUILD

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WIREFRAME

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THEN BUILD

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FOLLOW THIS GUY, AND THANK HIM
@Helpfulllee
AND TELL HIM, WE SENT YAH.

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DATA STUDIO RESOURCES
https://bit.ly/2SkMQSd

53. @jillquick© THE COLORING IN DEPARTMENT 2018
RECAP
How does Google Analytics calculate certain metrics?
What is the impact of sessions and users on data?
How to use the reporting interface
UX techniques for better reports
Creating great reports

54. © THE COLORING IN DEPARTMENT 2018
@ColoringIn
Want a load of
templates to do this?
YEAH YA DO!
Go here:
thecoloringindepartment.com/