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How to Create Reports in Google Analytics

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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

Published in: Marketing
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How to Create Reports in Google Analytics

  1. 1. © THE COLORING IN DEPARTMENT 2018 @ColoringIn HOW TO CREATE REPORTS IN GA
  2. 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
  3. 3. © THE COLORING IN DEPARTMENT 2018 @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…”
  4. 4. © THE COLORING IN DEPARTMENT 2018 @ColoringIn INSERT CLASS TITLE RECAP ON HOW GA CALCULATES SOME THINGS
  5. 5. © THE COLORING IN DEPARTMENT 2018 @ColoringIn BOUNCE RATE
  6. 6. © THE COLORING IN DEPARTMENT 2018 @ColoringIn IS THIS A BAD PAGE?
  7. 7. © THE COLORING IN DEPARTMENT 2018 @ColoringIn TIME STAMPS IN GA
  8. 8. © THE COLORING IN DEPARTMENT 2018 @ColoringIn PAGE 1 FIRST HIT 10:00AM PAGE 2 FIRST HIT 10:05AM PAGE 3 FIRST HIT 10:10AM
  9. 9. © THE COLORING IN DEPARTMENT 2018 @ColoringIn SEGMENTS
  10. 10. © THE COLORING IN DEPARTMENT 2018 @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
  11. 11. © THE COLORING IN DEPARTMENT 2018 @ColoringIn 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
  12. 12. © THE COLORING IN DEPARTMENT 2018 @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. 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. 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. 15. © THE COLORING IN DEPARTMENT 2018 @ColoringIn INSERT CLASS TITLE REPORTING INTERFACE
  16. 16. © THE COLORING IN DEPARTMENT 2018 @ColoringIn CONTEXT FROM DATE COMPARISONS
  17. 17. INSERT INSTRUCTOR NAME TITLE, COMPANY © THE COLORING IN DEPARTMENT 2018 @ColoringIn ADD SECONDARY DIMENSIONS
  18. 18. © THE COLORING IN DEPARTMENT 2018 @ColoringIn ADD SECONDARY DIMENSIONS
  19. 19. © THE COLORING IN DEPARTMENT 2018 @ColoringIn ADD SECONDARY DIMENSIONS
  20. 20. © THE COLORING IN DEPARTMENT 2018 @ColoringIn THIS LOVELY BUTTON
  21. 21. © THE COLORING IN DEPARTMENT 2018 @ColoringIn COMPARE TO SITE AVERAGE
  22. 22. INSERT INSTRUCTOR NAME TITLE, COMPANY © THE COLORING IN DEPARTMENT 2018 @ColoringIn BOOM
  23. 23. © THE COLORING IN DEPARTMENT 2018 @ColoringIn INSERT CLASS TITLE UX + REPORTING = :)
  24. 24. © THE COLORING IN DEPARTMENT 2018 @ColoringIn 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
  25. 25. © THE COLORING IN DEPARTMENT 2018 @ColoringIn 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
  26. 26. © THE COLORING IN DEPARTMENT 2018 @ColoringIn DON’T MAKE ME THINK… AT ALL
  27. 27. © THE COLORING IN DEPARTMENT 2018 @ColoringIn FUNDAMENTALS SHOULD APPLY TO REPORTS
  28. 28. © THE COLORING IN DEPARTMENT 2018 @ColoringIn INSERT CLASS TITLE CREATING GREAT REPORTS
  29. 29. © THE COLORING IN DEPARTMENT 2018 @ColoringIn WHERE DO YOU START
  30. 30. © THE COLORING IN DEPARTMENT 2018 @ColoringIn WHAT’S THE POINT OF THE REPORT?
  31. 31. © THE COLORING IN DEPARTMENT 2018 @ColoringIn WHO IS GETTING THE REPORT?
  32. 32. © THE COLORING IN DEPARTMENT 2018 @ColoringIn YOU HAVE REPORTING ‘PERSONAS’
  33. 33. © THE COLORING IN DEPARTMENT 2018 @ColoringIn 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?
  34. 34. © THE COLORING IN DEPARTMENT 2018 @ColoringIn WHAT ARE THE KEY MESSAGES?
  35. 35. © THE COLORING IN DEPARTMENT 2018 @ColoringIn HOW CAN YOU MAKE IT EASY FOR THEM TO GET THE MESSAGE?
  36. 36. © THE COLORING IN DEPARTMENT 2018 @ColoringIn HEADER GOES HERE THIS WEEKS SALES DATA WEEKLY STATS CHART WIREFRAME THE REPORTS
  37. 37. © THE COLORING IN DEPARTMENT 2018 @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
  38. 38. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Who is getting the report? The CEO who has signed off on the budget. WORK THROUGH THE QUESTIONS
  39. 39. © THE COLORING IN DEPARTMENT 2018 @ColoringIn 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
  40. 40. © THE COLORING IN DEPARTMENT 2018 @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
  41. 41. © THE COLORING IN DEPARTMENT 2018 @ColoringIn 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
  42. 42. © THE COLORING IN DEPARTMENT 2018 @ColoringIn INSERT CLASS TITLE REAL LIFE EXAMPLES
  43. 43. © THE COLORING IN DEPARTMENT 2018 @ColoringIn AVOID DATA VOMIT
  44. 44. © THE COLORING IN DEPARTMENT 2018 @ColoringIn DATA STUDIO
  45. 45. © THE COLORING IN DEPARTMENT 2018 @ColoringIn WIREFRAME
  46. 46. © THE COLORING IN DEPARTMENT 2018 @ColoringIn THEN BUILD
  47. 47. © THE COLORING IN DEPARTMENT 2018 @ColoringIn WIREFRAME
  48. 48. © THE COLORING IN DEPARTMENT 2018 @ColoringIn THEN BUILD
  49. 49. © THE COLORING IN DEPARTMENT 2018 @ColoringIn WIREFRAME
  50. 50. © THE COLORING IN DEPARTMENT 2018 @ColoringIn THEN BUILD
  51. 51. © THE COLORING IN DEPARTMENT 2018 @ColoringIn FOLLOW THIS GUY, AND THANK HIM @Helpfulllee AND TELL HIM, WE SENT YAH.
  52. 52. © THE COLORING IN DEPARTMENT 2018 @ColoringIn DATA STUDIO RESOURCES https://bit.ly/2SkMQSd
  53. 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. 54. © THE COLORING IN DEPARTMENT 2018 @ColoringIn Want a load of templates to do this? YEAH YA DO! Go here: thecoloringindepartment.com/

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