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@AnnieCushing annielytics.com@AnnieCushing annielytics.com
10 QUESTIONS ENTREPRENEURS
NEED TO ASK THEIR ANALYTICS
Annie Cu...
@AnnieCushing annielytics.com
TOOLS DOC: BIT.LY/TONS-OF-TOOLS
@AnnieCushing annielytics.com
TOOLS DOC: BIT.LY/AUDIT-CHECKLIST
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
TIP: LOWERCASE BITLY URLS
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
1. WHICH MARKETING CHANNELS
ARE YOUR UNSUNG HEROES?
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
LET’S TALK LAST-CLICK ATTRIBUTION
@AnnieCushing annielytics.com
SOCIAL
@AnnieCushing annielytics.com
SOCIAL ORGANIC
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL CPC
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL CPC
$100 credit
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
LET’S TALK MULTI-CLICK ATTRIBUTION
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL CPC
$25 credit$25 credit$25 credit$25 credit
@AnnieCushing annielytics.com
LAST-CLICK ATTRIBUTION TRAVESTY
@AnnieCushing annielytics.com
MULTI-CHANNEL FUNNELS APPROACH
@AnnieCushing annielytics.com
Life doesn’t lend itself to
LAST CLICK
@AnnieCushing annielytics.com
LAST CLICK AND THE DUGGARS
@AnnieCushing annielytics.com
THANKS A LOT, JOSIE …
@AnnieCushing annielytics.com
ASSISTED CONVERSIONS REPORT
@AnnieCushing annielytics.com
COUPLE RECOMMENDED CHANGES
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
577%
@AnnieCushing annielytics.com
IMPACT OF ASSISTED CONVERSIONS
@AnnieCushing annielytics.com
FIX: BIT.LY/GA-CAMPAIGN-TAGGING
@AnnieCushing annielytics.com
GINORMOUS CAVEAT
MCF CHANNELS
≠
STANDARD CHANNELS
@AnnieCushing annielytics.com
GOOGLE’S GOOD OL’ BOY SYSTEM
@AnnieCushing annielytics.com
DIRECT DONATED ITS CONVERSIONS
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
2. WHERE DO YOUR BEST LINKS
COME FROM?
@AnnieCushing annielytics.com
NO STANDARD REPORTS FOR THE JOB
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
NEW(ISH) FULL REFERRER DIMENSION
@AnnieCushing annielytics.com
SOME SOURCES DON’T HAVE FULL URL
@AnnieCushing annielytics.com
GET REPORT: BIT.LY/REFERRING-URLS
@AnnieCushing annielytics.com
CRITICAL RESOURCE: BIT.LY/API-HELP
@AnnieCushing annielytics.com
VIDEO: BIT.LY/CUSTOM-GA-REPORTS
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
3. WHAT DO VISITORS SEARCH
YOUR SITE FOR?
@AnnieCushing annielytics.com
SITE SEARCH: VISITORS’ WISHLIST
@AnnieCushing annielytics.com
SEARCH TERMS REPORT
@AnnieCushing annielytics.com
SIGNS SITE SEARCH IS EFFECTIVE
@AnnieCushing annielytics.com
HOW TO SET IT UP
@AnnieCushing annielytics.com
ADMIN > VIEW > VIEW SETTINGS
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
4. HOW MANY PAGES DOES IT TAKE
TO CONVERT?
@AnnieCushing annielytics.com
DAYS / VISITS TO PURCHASE EASIER
@AnnieCushing annielytics.com
WE’LL HAVE TO GET A LITTLE FANCY
@AnnieCushing annielytics.com
APPLY AN ADVANCED SEGMENT
1
2
3
@AnnieCushing annielytics.com
ANALYZE VISITS THAT CONVERTED
7,686/1,017 =
7.5 pgs to convert
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
YOU MIGHT HAVE A CRO ISSUE IF …
21,602/595 =
37 pgs to convert
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
5. SHOULD YOU CONSIDER GOING
RESPONSIVE?
@AnnieCushing annielytics.com
REPORT DRILLDOWN
Device Category
Landing Page
@AnnieCushing annielytics.com
REPORT: BIT.LY/MOBILE-GA-REPORT
@AnnieCushing annielytics.com
MY TOP MOBILE PAGES
@AnnieCushing annielytics.com
YEAH, I SUCK …
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
6. ARE YOU TAGGING ALL OF YOUR
EMAILS?
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
1. DESKTOP APPS DON’T PASS REFERER DATA
@AnnieCushing annielytics.com
DESKTOP APPS: NO REFERER DATA
@AnnieCushing annielytics.com
THESE FILES ARE HEADLESS
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
2. SECURE WEB MAIL PROVIDERS DON’T PASS
REFERER DATA
@AnnieCushing annielytics.com
YAHOO IS LAME NON-SECURE
@AnnieCushing annielytics.com
CONFIRM WITH BOOKMARKLET
@AnnieCushing annielytics.com
SECURE EMAIL A DIFFERENT STORY
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
BIT.LY/BROWSER-BOOKMARKLET
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
3. MOBILE DOESN’T PASS MUCH (MOST?) DATA
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
This client definitely isn’t tagging all emails
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
7. WHAT ARE YOUR TOP-PERFORMING
PRODUCT CATEGORIES?
@AnnieCushing annielytics.com
DEFAULT REPORT IS PRODUCT
@AnnieCushing annielytics.com
PRODUCT CATEGORY AGGREGATES
@AnnieCushing annielytics.com
MAKE SURE CATEGORIES MAKE SENSE
These are stain colors, not
product categories
@AnnieCushing annielytics.com
CUSTOMIZE: BIT.LY/GA-CATEGORIES
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
8. SHOULD YOUR SITE GO MULTI-
LINGUAL / -NATIONAL?
@AnnieCushing annielytics.com
CHECK VISITOR COUNTRIES
@AnnieCushing annielytics.com
… AND BROWSER LANGUAGES
@AnnieCushing annielytics.com
CODES: BIT.LY/LANGUAGE-CODES
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
9. WHICH COMPETITORS ARE
STALKING YOU?
@AnnieCushing annielytics.com
IMPORTANT DISTINCTION
@AnnieCushing annielytics.com
SECONDARY WHUH?
@AnnieCushing annielytics.com
REPORT: BIT.LYNETWORK-PROVIDERS
@AnnieCushing annielytics.com
CAN ALSO CHECK FOR .GOV VISITS
@AnnieCushing annielytics.com
AND VISITS FROM COLLEGES
@AnnieCushing annielytics.com
GROUP THEM WITH A SEGMENT
@AnnieCushing annielytics.com
CREATE AN ADVANCED SEGMENT
@AnnieCushing annielytics.com
THEN APPLY TO NETWORK REPORT
@AnnieCushing annielytics.com
CAN EVEN VIEW LANDING PAGES
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
10. ARE SITES SCRAPING YOUR SITE?
@AnnieCushing annielytics.com
SCRAPERS DON’T REMOVE GA CODE
@AnnieCushing annielytics.com
LEARN MORE
@AnnieCushing annielytics.com
LINKS: BIT.LY/MICROCONF-BUNDLE
@AnnieCushing annielytics.com
SLIDESHARE: BIT.LY/GA-QUESTIONS
@AnnieCushing annielytics.com
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10 Questions Entrepreneurs Need to Ask Their Analytics

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A practical, business-oriented approach to Google Analytics that takes 10 questions a business owner/manager may have about their analytics and shows you where to find the answers in Google Analytics. Tons of screenshots, custom reports, and wanton memes.

Published in: Marketing, Technology, Design
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10 Questions Entrepreneurs Need to Ask Their Analytics

  1. 1. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 10 QUESTIONS ENTREPRENEURS NEED TO ASK THEIR ANALYTICS Annie Cushing Annielytics.com
  2. 2. @AnnieCushing annielytics.com TOOLS DOC: BIT.LY/TONS-OF-TOOLS
  3. 3. @AnnieCushing annielytics.com TOOLS DOC: BIT.LY/AUDIT-CHECKLIST
  4. 4. @AnnieCushing annielytics.com
  5. 5. @AnnieCushing annielytics.com TIP: LOWERCASE BITLY URLS
  6. 6. @AnnieCushing annielytics.com
  7. 7. @AnnieCushing annielytics.com
  8. 8. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 1. WHICH MARKETING CHANNELS ARE YOUR UNSUNG HEROES?
  9. 9. @AnnieCushing annielytics.com@AnnieCushing annielytics.com LET’S TALK LAST-CLICK ATTRIBUTION
  10. 10. @AnnieCushing annielytics.com SOCIAL
  11. 11. @AnnieCushing annielytics.com SOCIAL ORGANIC
  12. 12. @AnnieCushing annielytics.com SOCIAL ORGANIC EMAIL
  13. 13. @AnnieCushing annielytics.com SOCIAL ORGANIC EMAIL CPC
  14. 14. @AnnieCushing annielytics.com SOCIAL ORGANIC EMAIL CPC $100 credit
  15. 15. @AnnieCushing annielytics.com@AnnieCushing annielytics.com LET’S TALK MULTI-CLICK ATTRIBUTION
  16. 16. @AnnieCushing annielytics.com SOCIAL ORGANIC EMAIL CPC $25 credit$25 credit$25 credit$25 credit
  17. 17. @AnnieCushing annielytics.com LAST-CLICK ATTRIBUTION TRAVESTY
  18. 18. @AnnieCushing annielytics.com MULTI-CHANNEL FUNNELS APPROACH
  19. 19. @AnnieCushing annielytics.com Life doesn’t lend itself to LAST CLICK
  20. 20. @AnnieCushing annielytics.com LAST CLICK AND THE DUGGARS
  21. 21. @AnnieCushing annielytics.com THANKS A LOT, JOSIE …
  22. 22. @AnnieCushing annielytics.com ASSISTED CONVERSIONS REPORT
  23. 23. @AnnieCushing annielytics.com COUPLE RECOMMENDED CHANGES
  24. 24. @AnnieCushing annielytics.com
  25. 25. @AnnieCushing annielytics.com 577%
  26. 26. @AnnieCushing annielytics.com IMPACT OF ASSISTED CONVERSIONS
  27. 27. @AnnieCushing annielytics.com FIX: BIT.LY/GA-CAMPAIGN-TAGGING
  28. 28. @AnnieCushing annielytics.com GINORMOUS CAVEAT MCF CHANNELS ≠ STANDARD CHANNELS
  29. 29. @AnnieCushing annielytics.com GOOGLE’S GOOD OL’ BOY SYSTEM
  30. 30. @AnnieCushing annielytics.com DIRECT DONATED ITS CONVERSIONS
  31. 31. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 2. WHERE DO YOUR BEST LINKS COME FROM?
  32. 32. @AnnieCushing annielytics.com NO STANDARD REPORTS FOR THE JOB
  33. 33. @AnnieCushing annielytics.com
  34. 34. @AnnieCushing annielytics.com NEW(ISH) FULL REFERRER DIMENSION
  35. 35. @AnnieCushing annielytics.com SOME SOURCES DON’T HAVE FULL URL
  36. 36. @AnnieCushing annielytics.com GET REPORT: BIT.LY/REFERRING-URLS
  37. 37. @AnnieCushing annielytics.com CRITICAL RESOURCE: BIT.LY/API-HELP
  38. 38. @AnnieCushing annielytics.com VIDEO: BIT.LY/CUSTOM-GA-REPORTS
  39. 39. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 3. WHAT DO VISITORS SEARCH YOUR SITE FOR?
  40. 40. @AnnieCushing annielytics.com SITE SEARCH: VISITORS’ WISHLIST
  41. 41. @AnnieCushing annielytics.com SEARCH TERMS REPORT
  42. 42. @AnnieCushing annielytics.com SIGNS SITE SEARCH IS EFFECTIVE
  43. 43. @AnnieCushing annielytics.com HOW TO SET IT UP
  44. 44. @AnnieCushing annielytics.com ADMIN > VIEW > VIEW SETTINGS
  45. 45. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 4. HOW MANY PAGES DOES IT TAKE TO CONVERT?
  46. 46. @AnnieCushing annielytics.com DAYS / VISITS TO PURCHASE EASIER
  47. 47. @AnnieCushing annielytics.com WE’LL HAVE TO GET A LITTLE FANCY
  48. 48. @AnnieCushing annielytics.com APPLY AN ADVANCED SEGMENT 1 2 3
  49. 49. @AnnieCushing annielytics.com ANALYZE VISITS THAT CONVERTED 7,686/1,017 = 7.5 pgs to convert
  50. 50. @AnnieCushing annielytics.com
  51. 51. @AnnieCushing annielytics.com YOU MIGHT HAVE A CRO ISSUE IF … 21,602/595 = 37 pgs to convert
  52. 52. @AnnieCushing annielytics.com
  53. 53. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 5. SHOULD YOU CONSIDER GOING RESPONSIVE?
  54. 54. @AnnieCushing annielytics.com REPORT DRILLDOWN Device Category Landing Page
  55. 55. @AnnieCushing annielytics.com REPORT: BIT.LY/MOBILE-GA-REPORT
  56. 56. @AnnieCushing annielytics.com MY TOP MOBILE PAGES
  57. 57. @AnnieCushing annielytics.com YEAH, I SUCK …
  58. 58. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 6. ARE YOU TAGGING ALL OF YOUR EMAILS?
  59. 59. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 1. DESKTOP APPS DON’T PASS REFERER DATA
  60. 60. @AnnieCushing annielytics.com DESKTOP APPS: NO REFERER DATA
  61. 61. @AnnieCushing annielytics.com THESE FILES ARE HEADLESS
  62. 62. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 2. SECURE WEB MAIL PROVIDERS DON’T PASS REFERER DATA
  63. 63. @AnnieCushing annielytics.com YAHOO IS LAME NON-SECURE
  64. 64. @AnnieCushing annielytics.com CONFIRM WITH BOOKMARKLET
  65. 65. @AnnieCushing annielytics.com SECURE EMAIL A DIFFERENT STORY
  66. 66. @AnnieCushing annielytics.com
  67. 67. @AnnieCushing annielytics.com BIT.LY/BROWSER-BOOKMARKLET
  68. 68. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 3. MOBILE DOESN’T PASS MUCH (MOST?) DATA
  69. 69. @AnnieCushing annielytics.com
  70. 70. @AnnieCushing annielytics.com This client definitely isn’t tagging all emails
  71. 71. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 7. WHAT ARE YOUR TOP-PERFORMING PRODUCT CATEGORIES?
  72. 72. @AnnieCushing annielytics.com DEFAULT REPORT IS PRODUCT
  73. 73. @AnnieCushing annielytics.com PRODUCT CATEGORY AGGREGATES
  74. 74. @AnnieCushing annielytics.com MAKE SURE CATEGORIES MAKE SENSE These are stain colors, not product categories
  75. 75. @AnnieCushing annielytics.com CUSTOMIZE: BIT.LY/GA-CATEGORIES
  76. 76. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 8. SHOULD YOUR SITE GO MULTI- LINGUAL / -NATIONAL?
  77. 77. @AnnieCushing annielytics.com CHECK VISITOR COUNTRIES
  78. 78. @AnnieCushing annielytics.com … AND BROWSER LANGUAGES
  79. 79. @AnnieCushing annielytics.com CODES: BIT.LY/LANGUAGE-CODES
  80. 80. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 9. WHICH COMPETITORS ARE STALKING YOU?
  81. 81. @AnnieCushing annielytics.com IMPORTANT DISTINCTION
  82. 82. @AnnieCushing annielytics.com SECONDARY WHUH?
  83. 83. @AnnieCushing annielytics.com REPORT: BIT.LYNETWORK-PROVIDERS
  84. 84. @AnnieCushing annielytics.com CAN ALSO CHECK FOR .GOV VISITS
  85. 85. @AnnieCushing annielytics.com AND VISITS FROM COLLEGES
  86. 86. @AnnieCushing annielytics.com GROUP THEM WITH A SEGMENT
  87. 87. @AnnieCushing annielytics.com CREATE AN ADVANCED SEGMENT
  88. 88. @AnnieCushing annielytics.com THEN APPLY TO NETWORK REPORT
  89. 89. @AnnieCushing annielytics.com CAN EVEN VIEW LANDING PAGES
  90. 90. @AnnieCushing annielytics.com@AnnieCushing annielytics.com 10. ARE SITES SCRAPING YOUR SITE?
  91. 91. @AnnieCushing annielytics.com SCRAPERS DON’T REMOVE GA CODE
  92. 92. @AnnieCushing annielytics.com LEARN MORE
  93. 93. @AnnieCushing annielytics.com LINKS: BIT.LY/MICROCONF-BUNDLE
  94. 94. @AnnieCushing annielytics.com SLIDESHARE: BIT.LY/GA-QUESTIONS
  95. 95. @AnnieCushing annielytics.com

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