Google Analytics - Dave Chaffey


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Dr Dave Chaffey introduces practical techniques for configuring your Google Analytics tracking, customise your reports, and interpret your results so that you can implement those “quick win” improvements essential for online marketing success

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Google Analytics - Dave Chaffey

  1. 1. Using Google Analytics toimprove your business results<br />Presented to The Internet Conference<br />Nottingham, 14th May 2010<br />Dr Dave Chaffey, CEO, Smart Insights<br /><br />Download via “Presentations”<br />
  2. 2. Engaging web users is tough!<br />
  3. 3. About Dave Chaffey<br />Best practice<br />Qualifications<br />Books<br />Strategy &<br />Analytics<br />Portal & Software:<br /><br />Search &<br />Conversion<br />consulting<br />Strategy<br />consulting<br />
  4. 4. 4<br />
  5. 5. Agenda<br />Mini case study<br />1 Conversion optimisation strategy and planning<br /><ul><li>The REAN framework. The “Cult of Analytics”
  6. 6. Conversion optimisation strategy</li></ul>2 Google Analytics setup and customisation in 6 steps<br /><ul><li>1. Working with reports
  7. 7. 2. Segmenting with advanced segments
  8. 8. 3. Creating custom reports and dashboards
  9. 9. 4. Setting up marketing campaign tracking
  10. 10. 5. Modifying profile and filter setup
  11. 11. 6. Customisations with server modifications
  12. 12. 3 A very brief intro to AB and MVT
  13. 13. Please ask questions after each section…
  14. 14. No question too simple or too advanced!</li></ul>|5<br />
  15. 15. Case study Euroffice<br />6<br />Encourage search<br />dominant visitors<br />SEO and brand intro<br />OVP<br />Encourage browse<br />dominant visitors<br />“Reasons to return”<br />OVP<br />Social <br />proof<br />
  16. 16. Euroffice social presence<br />7<br />
  17. 17. Euroffice Email Examples<br />
  18. 18. 1 Conversion (goal)optimization strategy<br />Producing a plan defining:<br /><ul><li> Business goals and KPIs to improve?
  19. 19. Areas of site to focus on?
  20. 20. Sequence of tests?</li></li></ul><li>What are we trying to achieve?Introducing the REAN framework – application – goals and dashboards<br /><ul><li>Reach – Reach prospects and customers via search engines and brand communications on publisher, social network and other partner sites
  21. 21. Engage – Engage through relevant quality content mainly on your site, but also content syndicated to partner sites
  22. 22. Activate – Convert engagement into business value – generate leads and sales
  23. 23. Nurture – Build relationships throughout the customer lifecycle through online direct messaging (Email, Blogs, RSS Feeds and SMS messaging) and community content</li></ul>|10<br />
  24. 24. REAN Questions<br /><ul><li>What would go on the REAN dashboard for you?
  25. 25. Reach:
  26. 26. Engage
  27. 27. Activate
  28. 28. Nurture</li></li></ul><li>Examples of measures within REAN framework<br />|12<br />
  29. 29. How do we compare? Benchmarks<br />Source:<br />|13<br />
  30. 30. Coremetrics summary dashboard example<br />14<br />
  31. 31. Practical Tip – Identify most important page types by Content Drilldown volume, $Index (low or high), bounce and exit rates multiplied by page views<br />Where do we start? What will give us the biggest uplift in…?<br />Home page<br />Landing pages<br />Category pages<br />Branding & utility pages<br />Search<br />Product pages<br />Conversion goal pages<br />Check out pages<br />|15<br />
  32. 32. Sound advice…<br />|16<br />
  33. 33. Source: Craig Sullivan independent survey 2009 <br />|17<br />
  34. 34. Practical Tip <br />Review % age of visits by different landing page types<br />(for first time and repeat visitors)<br />Activity: Where do most prospects enter and leave your sites? What are bounce rates? How does this differ for segments.<br />“Points of Resolution”<br />Home page<br />About Us<br />Search page<br />Category page<br />Detailed product info<br />Product page<br />Sub-product page<br />Pricing<br />Security & Privacy<br />Checkout / forms<br />Tailored landing page<br />| 18<br />
  35. 35. Source: Craig Sullivan independent survey 2009<br />|19<br />
  36. 36. Tracking session interactions<br />Source:<br />See also: <br />|20<br />
  37. 37. Granular call tracking example<br />Source:<br />Alternatives:,<br /><br />|21<br />
  38. 38. Tip. Use Feedback tools“Why” not “What”<br />22<br /><br />
  39. 39. Google Analytics will only show you ‘What’ not ‘Why’ – other tools can helpiPerceptions<br />“Bad web site. Difficult to find item as no search box provided for short cut” <br />“I can't find any prices on your website” <br />“Would like to see where I can buy products from” .<br />|23<br />
  40. 40. 1 Google Analytics setup and customisation in 6 steps1. Working with reports 2. Segmenting with advanced segments3. Creating custom reports and dashboards 4. Setting up marketing campaign tracking5. Modifying profile and filter setup 6. Customisations with server modifications<br />See:<br />
  41. 41. Working with reports in a smarter way<br />Customisation technique 1<br />| 25<br />
  42. 42. Smarter reporting options<br />Using the calendar / time period options for comparison<br />Pivot tables<br />Filter reports with simple filter based on page or keyword name or New: an Advanced Filter on any variable<br />New: Setting annotations – beneath the top chart<br />Intelligence Beta:Review standard alertsvia left menu<br />| 26<br />
  43. 43. Use your “Intelligence”<br />27<br />Tip: Use Custom Alerts in your system<br /><br />
  44. 44. Example Pivot + Filter<br />28<br />
  45. 45. Page analysis technique : Reverse and forward path analysis<br />|29<br />
  46. 46. How effective is your scent?<br />30<br />Example SCENT TRAILS<br />NEW CUSTOMER?<br /><CUSTOMER-CENTRIC SERVICE NAMES><br />WHERE / HOW TO BUY?<br />WHY CHOOSE US?<br />
  47. 47. Segmenting your audience by setting up advanced segments<br />Customisation technique 2<br />| 31<br />
  48. 48. Advanced segments – how it works<br />|32<br />
  49. 49. Advanced segments – some options<br />1. Segmentation by Referrer / Traffic source:<br /><ul><li>Paid
  50. 50. Natural
  51. 51. Paid and natural brand and non-brand
  52. 52. By number of keywords – 2,3,4
  53. 53. Social media</li></ul> <br />2. Segmentation by Visitor Type<br /><ul><li>New visitor
  54. 54. Returning visitor
  55. 55. Registered visitor
  56. 56. Customer</li></ul>3. Segmentation by Engagement<br /><ul><li>5 pages,
  57. 57. <3 pages</li></ul>4. Segmentation by Content Viewed <br /><ul><li>Key landing page
  58. 58. Product page
  59. 59. Checkout complete
  60. 60. Folders for large organisation</li></ul>5. Segmentation by Landing Page Type<br />6. Segmentation by Event:<br /> Conversion goal types and E-commerce <br />7. Segmentation by Platform (less important)<br /><ul><li>Browser
  61. 61. Screen resolution
  62. 62. Mobile platforms</li></ul>8. Segmentation by Location Geography<br />Main markets<br /><ul><li>UK
  63. 63. US
  64. 64. FIGS
  65. 65. ROW</li></ul>| 33<br />See <br /><br />+ By behaviour – search and browse<br />
  66. 66. Advanced segmentation exampleSegmentation by Visitor Type <br />Practical Tip <br />Use Content Drilldown for understanding grouped content popularity<br />But need DFA! URL Strategy<br />|34<br />
  67. 67. Advanced: Dimensionator for second page viewed<br />35<br /><br />
  68. 68. Handy plugin for relative SEO changes<br /> Firefox plugin:<br /><br />|36<br />
  69. 69. |37<br />Advanced segmentation 2:Tracking social media<br />Source (Step 10) :<br />See also:<br />
  70. 70. Creating dashboards and custom reports within Google Analytics<br />Customisation technique 3<br />| 38<br />
  71. 71. How do you use the dashboard??<br />| 39<br />
  72. 72. Custom reports beta (can overlay segmentation)<br />|40<br />
  73. 73. Some ideas for using custom reports<br />1. Time reporting. Use a dimension of week/month to compare performance over time more easily<br />2. Value reporting. Repeat the value of different contributors:<br />Keywords<br />Landing pages<br />Product categories<br />Countries <br />3. Role-based reporting.Setup different tabs for different types of people or marketing activity<br />41<br /><br />
  74. 74. Bubble ormotion charts<br />|42<br />NB shows animated performance by day<br />
  75. 75. Setting up marketing campaign tracking<br />Customisation technique 4<br />| 43<br />
  76. 76. Campaign tracking <br />Adwords will be tracked automatically provided you have specified within Adwords<br />All other referring campaign traffic sources need parameters adding where practical<br />Example: <br /><br />utm_medium=affiliate&utm_source=generic <br />
  77. 77. Tip: Use a URL builder or spreadsheet<br />Another example:<br /><br />&utm_campaign=CCXAQ081009A<br />&utm_source=Monthly_xArts_Email<br />&utm_medium=Internal_Email<br />&utm_content=CCXAQ081009A_Bunker_image [or A_Bunker_intro]<br />Activity: <br />Try the Google URL builder<br /><br />
  78. 78. New May 2010 Google Adwords Beta<br />46<br />
  79. 79. Modifying profile setup within “Google Analytics Settings”<br />Customisation technique 5<br />
  80. 80. Setting up conversion goals<br /><ul><li>Remember to
  81. 81. Setup multiple conversion goals
  82. 82. Attach notional value to each
  83. 83. Can then assess $Index value by referrer and content
  84. 84. Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal</li></ul>|48<br />Consider additional goals – social bookmarking, commenting, catalogue requests, etc<br />See Ran Nir:<br />See also<br />
  85. 85. New – 20 goals in GA so group them!<br />|49<br />
  86. 86. Conversion funnels<br /><ul><li>These can be setup for each conversion goal
  87. 87. Example: Email sign-up, Landing page, checkout
  88. 88. Consider higher level funnels – or use conversion goals for these</li></li></ul><li>Show me the money!<br />51<br />The 3 key value measures in GA:<br />1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.<br />2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports. <br />3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.<br /><br /><br />
  89. 89. Tracking on-site search<br />| 52<br />Coremetrics UK Retail benchmarks<br />Tip. find the search query parameter from the URL of a search results page<br />
  90. 90. Q. What to look for in site search reports?<br />|53<br />
  91. 91. Filters and profiles – use for site structure<br />Process:<br />Create Advanced segment to test filter.<br />Create filter.<br />Apply to a test profile (only used for testing purposes – can check in minutes).<br />Create final profile and apply filter.<br />Grant access to this profile<br />To avoid a problem of 0 traffic there should be a master profile which NEVER has any filters applied.<br />Further reading:<br /><br /><br />  <br /><br /><br />
  92. 92. Excluding staff access to data<br />Single IP address<br />Select Filter Manager<br />Select “exclude all traffic<br />from IP address”<br />Use regular expression, e.g. <br /><br />2. Range of IPs<br />Ssimilar – use IP address tool at address below <br />3. Exclude by cookie<br />Has to be based on login page to intranet or similar.<br />Sets variable identifying employee in cookie<br />Exclude visitors with cookie from main profile.<br />See Step 2:<br />
  93. 93. Customisations that require server modifications<br />Customisation technique 6<br />
  94. 94. Ecommerce tracking<br />| 57<br />And _trackTrans<br />See<br />
  95. 95. Using event tracking in GA <br /><ul><li>Use event tracking for finding how popular different activities are:
  96. 96. Downloading documents (PDFs)
  97. 97. Clicking outbound links
  98. 98. Playing video clips
  99. 99. Best script to apply :</li></ul><br />Can also use Virtual Page Views but need to exclude False Page Views with additional profile – see<br />
  100. 100. Engagement essential configuration:Event tracking <br />Source: Google announces final rollout of Event tracking June 2009:<br /><br />|59<br />
  101. 101. Custom variables in Google Analytics<br /><ul><li>Original called _setVarJavascript function on page that uniquely identifies these visitors. Sets cookie for 2 year period.
  102. 102. Now _setCustomVar
  103. 103. With up to 20 variables
  104. 104. Possible applications:
  105. 105. Different subscribers - bronze, silver, gold
  106. 106. Customers vs non-customers</li></ul>Read more:<br />60<br />
  107. 107. 5 AB and multivariate testing<br />Introducing the Google Web Optimizer Tool<br />
  108. 108. Google Website Optimizer:7 key test types<br />1. AB Test (ABC Test)<br /><ul><li>Compare 2 or more page versions</li></ul>2 Multivariate test<br /><ul><li>Compare different versions of page elements</li></ul>3 Split-path test<br /><ul><li>Compare 2 or more linear paths</li></ul>4 Multipath multivariate test<br /><ul><li>Multi-elements, multipages</li></ul>5 Do Anything Test<br /><ul><li> Measure multiple conversion goals</li></ul>6 Linger test<br /><ul><li> Measure engagement with page</li></ul>7 Click<br /><ul><li>Measure clicks on advertiser links or to an external checkout</li></ul>Read more:<br />
  109. 109. Google Website Optimizer case study<br />Source: Moneyspyder blog (with permission):<br />
  110. 110. Combining event tracking with GWO<br />Each variation / recipe in GWO is tracked as a separate event and can then be used to view more granular info – e.g. influence on AOV <br />Source: Moneyspyder blog (with permission):<br />
  111. 111. Don’t give too much choice?!<br />Six different jams. 40% of the customers stopped to taste. 30% of those bought. <br />Twenty-four different jams. 60% of the customers stopped to taste. But only 3% bought!<br />
  112. 112. Autoglass case study<br />Source: Craig Sullivan talking at EconsultancyMasterclass:<br /><br />
  113. 113. TV Comparison<br />TV - Off<br />TV - On<br />+2.4%<br />+6.4%<br />-1.3%<br />+14.8%<br />
  114. 114. Another example<br />+5.3%<br />
  115. 115. Let’s Connect! Questions & discussion welcome<br /><br /><br /><br />Blog<br /><br />Feeds<br /><br />Email Newsletter<br /><br />