GROWTH HACKING
with Google Analytics

Cyril Gantzer
@twyril - hublo.co
mercredi 30 octobre 13
Need users?

mercredi 30 octobre 13
Need users?
Head of Marketing

BUY THEM

mercredi 30 octobre 13
Need users?
Head of Marketing

Growth Hacker

BUY THEM

FIND THEM

mercredi 30 octobre 13
Test. Measure. Improve
If you value time, you need analytics

mercredi 30 octobre 13
3 DOs
&
3 DON’Ts
mercredi 30 octobre 13
1

mercredi 30 octobre 13

Stop tracking yourself
Opt yourself out from Google Analytics

http://goo.gl/KNWF
mercredi 30 octobre 13
2

mercredi 30 octobre 13

Define a goal for your site
From the Admin interface

mercredi 30 octobre 13
Pick destination

Duration & Pages are vanity metrics
Events require Javascript

mercredi 30 octobre 13
Several goals make a funnel

mercredi 30 octobre 13
3

mercredi 30 octobre 13

Track your sources
Sources won’t track themselves

No referrer = no source
No source = Direct traffic

mercredi 30 octobre 13
5 parameters available
Source
Medium
Campaign
Content
Term

mercredi 30 octobre 13

Referring website (eg: twitter, youtub...
NO P.I.I.

(Personally Identifiable Information)

mercredi 30 octobre 13
Use the tools

MAKE NO MISTAKE

MAKE IT PRETTY

URL builder

URL shortener

http://goo.gl/1224E6

http://goo.gl/

mercredi...
1

mercredi 30 octobre 13

Real-time dashboard
1

mercredi 30 octobre 13

Waste-of

Real-time dashboard
Real-time can alert you...

mercredi 30 octobre 13
Real-time can alert you...

TOO LATE

You probably needed

mercredi 30 octobre 13
2

mercredi 30 octobre 13

Time spent is the shitty metric
Everything about it is wrong

(Last page loadtime) - (1st page loadtime)

YOU’RE ALWAYS 1 PAGE BEHIND

mercredi 30 octobre...
Everything about it is wrong

Should I increase it? Should I decrease it?

FORGET IT

mercredi 30 octobre 13
3

mercredi 30 octobre 13

Bounce rate is not evil
Google.com’s goal is...

100% BOUNCE RATE

mercredi 30 octobre 13
RECAP
1 Stop tracking yourself

1 Real-time is a waste of time

2 Define goals

2 Time spent on site is useless

3 Track so...
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Growth Hacking Paris #0 : Cyril Gantzer

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Growth Hacking Paris #0 : Cyril Gantzer

  1. 1. GROWTH HACKING with Google Analytics Cyril Gantzer @twyril - hublo.co mercredi 30 octobre 13
  2. 2. Need users? mercredi 30 octobre 13
  3. 3. Need users? Head of Marketing BUY THEM mercredi 30 octobre 13
  4. 4. Need users? Head of Marketing Growth Hacker BUY THEM FIND THEM mercredi 30 octobre 13
  5. 5. Test. Measure. Improve If you value time, you need analytics mercredi 30 octobre 13
  6. 6. 3 DOs & 3 DON’Ts mercredi 30 octobre 13
  7. 7. 1 mercredi 30 octobre 13 Stop tracking yourself
  8. 8. Opt yourself out from Google Analytics http://goo.gl/KNWF mercredi 30 octobre 13
  9. 9. 2 mercredi 30 octobre 13 Define a goal for your site
  10. 10. From the Admin interface mercredi 30 octobre 13
  11. 11. Pick destination Duration & Pages are vanity metrics Events require Javascript mercredi 30 octobre 13
  12. 12. Several goals make a funnel mercredi 30 octobre 13
  13. 13. 3 mercredi 30 octobre 13 Track your sources
  14. 14. Sources won’t track themselves No referrer = no source No source = Direct traffic mercredi 30 octobre 13
  15. 15. 5 parameters available Source Medium Campaign Content Term mercredi 30 octobre 13 Referring website (eg: twitter, youtube, internal, etc.) Type of referral (eg: email, social, display, organic, cpc, etc.) Date + Topic (eg: 20131012_free_shipping) Use it for segmentation (eg: «women» vs. «men») Use it to add a keyword (if relevant) OPTIONNAL OPTIONNAL
  16. 16. NO P.I.I. (Personally Identifiable Information) mercredi 30 octobre 13
  17. 17. Use the tools MAKE NO MISTAKE MAKE IT PRETTY URL builder URL shortener http://goo.gl/1224E6 http://goo.gl/ mercredi 30 octobre 13
  18. 18. 1 mercredi 30 octobre 13 Real-time dashboard
  19. 19. 1 mercredi 30 octobre 13 Waste-of Real-time dashboard
  20. 20. Real-time can alert you... mercredi 30 octobre 13
  21. 21. Real-time can alert you... TOO LATE You probably needed mercredi 30 octobre 13
  22. 22. 2 mercredi 30 octobre 13 Time spent is the shitty metric
  23. 23. Everything about it is wrong (Last page loadtime) - (1st page loadtime) YOU’RE ALWAYS 1 PAGE BEHIND mercredi 30 octobre 13
  24. 24. Everything about it is wrong Should I increase it? Should I decrease it? FORGET IT mercredi 30 octobre 13
  25. 25. 3 mercredi 30 octobre 13 Bounce rate is not evil
  26. 26. Google.com’s goal is... 100% BOUNCE RATE mercredi 30 octobre 13
  27. 27. RECAP 1 Stop tracking yourself 1 Real-time is a waste of time 2 Define goals 2 Time spent on site is useless 3 Track sources 3 Bounce rate is not evil cyril@hublo.co mercredi 30 octobre 13

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