Google Analytics Revisited


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Run-through of Google Analytics v5:
- Multi-channel Funnels
- Social analytics
- Sitespeed
- Multiple dashboards
- Form error tracking

Presented on 11/10/11 on #dmf

Get in touch at @ndegeyndt

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Google Analytics Revisited

  1. 1. Nikolaas De Geyndt<br />Online Marketing Consultant<br /><br />v5<br />Google Analytics<br />October 11, 2011<br />
  2. 2. Agenda<br />What’s new in Google Analytics v5?<br />Dashboards<br />Social<br />Multi-Channel Funnels<br />Otherimprovements<br />Let’s get actionable<br />Extra tips<br />Coming up<br />
  3. 3. Dashboards<br />Dashboards<br />
  4. 4. Social<br /><ul><li>Social > Engagement:
  5. 5. social interactions including Google +1’s (by default)
  6. 6. and any custom interactions, like Facebook likes.
  7. 7. Social > Action:
  8. 8. The source and the action : Likes, shares, follows,
  9. 9. Social > Pages:
  10. 10. The specific page on which the action occurred
  11. 11. Setting up Social Analytics
  12. 12.</li></li></ul><li>Multi-Channel Funnels<br />
  13. 13. MC Funnels: Overview<br /><ul><li>Venn Diagrams</li></li></ul><li>MC Funnels: Assisted Conversions<br /><ul><li>Gives you the number and value of conversions which the channel assisted or closed
  14. 14. The higher the number the more they assist in conversions
  15. 15. The higher the number the more they close the sales
  16. 16. More to 0: closed more than they assisted. More to 1: equally closed and assisted. More than 1: assisted more than closed</li></ul>Our client is paying twice? <br />once through another channel like paid search, and again through the affiliate program. <br />To balance this, we offer the affiliates a lower percentage when they close the order, than when they initiate<br />
  17. 17. MC Funnels: Assisted Conversions<br /><ul><li>First Channel interactions: tells you which channels initiate conversions
  18. 18. The higher the number the more important they are at initiating conversions
  19. 19. More to 0: closed more than they initiated. More to 1: equally closed and initiated. More than 1: initiated more than closed</li></li></ul><li>MC Funnels: Top Conversion Paths<br /><ul><li>Unique sequence of interactions that led up to the conversion</li></li></ul><li>MC Funnels: Top Conversion Paths<br /><ul><li>Understand the rol of each channel in conversions
  20. 20. Create your own “channel groupings”
  21. 21. Ex. “Branded Channel”</li></li></ul><li>MC Funnels: Time Lag<br /><ul><li>Shows how long our conversion paths are in days
  22. 22. 76% of conversions happen during a single day of interaction(s)</li></li></ul><li>MC Funnels: PathLengths<br /><ul><li>Per conversion, per type
  23. 23. 62% of conversions happen within single interaction and represent 67% of revenu
  24. 24. Remaining 38% of conversions require at least 2 interactions</li></li></ul><li>MC Funnels: actionable<br /><ul><li>Learn the Duration of the Buying Cycle per channel</li></li></ul><li>MC Funnels: actionable<br /><ul><li>What’s the impact of Twitter on bottom line?</li></li></ul><li>MC Funnels: actionable<br /><ul><li>Identify where people “meet” your brand</li></li></ul><li>MC Funnels: actionable<br /><ul><li>Determine direct and indirect effect of a channel</li></ul>Social media converts for 0,07% of my website conversions<br />Social media introduced my site for 0,05% of my converting visitors<br />
  25. 25. MC Funnels: actionable<br /><ul><li>See the different paths people took to convert for each goal</li></li></ul><li>Otherimprovements<br />Event Goals<br />Track your PDF downloads as goals with events, or configure 2 minutes' play time on a video as a goal.<br />
  26. 26. Otherimprovements<br />Find Reports<br />
  27. 27. Otherimprovements<br />Site Speed<br /><ul><li>Extra tagging:</li></li></ul><li>Otherimprovements<br />Linking multiple AdWords accounts to Google Analytics<br /><ul><li>Guide:</li></li></ul><li>Otherimprovements<br />Update to how visits (=sessions) are counted<br /><ul><li>Google Analytics ends a session when:</li></ul>More than 30 minutes between pageviews<br />At the end of a day.<br />Previously, Google Analytics ends a session when: <br />a visitor closes their browser.<br /><ul><li>Now, Google Analytics will end a session when:</li></ul>When any traffic source value for the user changes. <br />If any of these events occur, then the next pageview from the visitor will start a new session.<br />
  28. 28. Otherimprovements<br />Linking GWT to GA<br />
  29. 29. Otherimprovements<br />Linking GWT to GA<br />
  30. 30. Extra Tip<br />Where do people have trouble with your form. <br />Use Event tracking on submit button<br />onClick="_gaq.push(['_trackEvent', ‘Premieberekening', 'Stap 1', '1111']);"><br />0 is OK, 1 is error<br />category<br />action<br />label<br />
  31. 31. Extra Tip<br />Where do people have trouble with your form. <br /><ul><li>Telephone most occuring error
  32. 32. Accept all input
  33. 33. Too many (personal) question?
  34. 34. Last 4 fieldsnotfilled in
  35. 35. Impact on revenue</li></li></ul><li>Coming up: Real-time<br /><ul><li>See immediate impact to my site traffic</li></li></ul><li>Coming up: Real-time<br /><ul><li>Campaign tracking working?
  36. 36. See immediate channel performance</li></li></ul><li>Thank you <br />