Getting the most from Google Analytics by Dave Chaffey


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Presentation by Dave Chaffey for the Google Analytics workshop Dave hosted at Fusion Marketing Experience Brussels #fusionmex.

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  • When analysing Website Optimiser test data, we've identified a serious need for more fine grained data to get really crisp results. For example, Website Optimiser will tell you how many visits have occurred to each of your experiment variations and how many visits have converted. The nature of the conversion may change of course as might the secondary and tertiary effects of tests. How can we see whether a test of the on-site search functionality has increased ecommerce conversion? Can we see whether customers engage better with the site if they see more featured products? Website Optimiser data won't necessarily answer these questions out of the box. We've identified a couple of techniques that will help though. No great surprise - search usage is improved by nearly 40%. The other test is still running though. So, were searchers buying more? Are featured products engaging customers? Are test subjects spending longer on the site? Are these changes adding value to the bottom line? We'll consider event tracking first of all:
  • Getting the most from Google Analytics by Dave Chaffey

    1. 1. Getting the most from Google Analytics Dr Dave Chaffey, CEO Smart Insights March 23 rd 2011 Fusion Marketing Expererience, Brussels Download presentation from:
    2. 2. Getting the most from GA <ul><li>What type of business are you? </li></ul><ul><li>Ecommerce </li></ul><ul><li>B2B </li></ul><ul><li>Brand </li></ul><ul><li>Media </li></ul><ul><li>Agency or consultant </li></ul>
    3. 3. Workshop structure <ul><li>Working Smarter with reports </li></ul><ul><li>Advanced filter/weighted sort </li></ul><ul><li>Pivot tables </li></ul><ul><li>Analytics Intelligence </li></ul><ul><li>4. Marketing campaigns </li></ul><ul><li>Campaign tracking for email </li></ul><ul><li>Campaign tracking for social </li></ul><ul><li>Adwords funnel and Match types </li></ul><ul><li>Advanced segments </li></ul><ul><li>Medium dimensions </li></ul><ul><li>Time period dimensions </li></ul><ul><li>Value metrics </li></ul><ul><li>5. Profile and filter setup </li></ul><ul><li>Comparing conversion rates </li></ul><ul><li>Goal setup and segmented funnels </li></ul><ul><li>Improving on-site search </li></ul><ul><li>3. Dashboards and custom reports </li></ul><ul><li>RACE Digital Marketing Framework </li></ul><ul><li>Time-based custom reports </li></ul><ul><li>Value and engagement custom reports </li></ul><ul><li>Advanced server-based technique </li></ul><ul><li>Event tracking </li></ul><ul><li>Virtual page views </li></ul><ul><li>Custom variables </li></ul>
    4. 4. About Dave Chaffey <ul><li>Strategy & analytics </li></ul><ul><li>Search & conversion </li></ul><ul><li>Strategy consulting </li></ul>Books Qualifications Best practice
    5. 5. Enhancing key pages have resulted in increases in conversion rate of 20%, 63% and 115%. Source:
    6. 6. <ul><li>What value are you creating? </li></ul><ul><li>The 3 key value measures in GA: </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
    7. 7. Working with reports in a smarter way Customisation technique 1
    8. 9. Source: Craig Sullivan independent survey 2009
    9. 10. Content drilldown shows relative page type efficiency Practical tip Review % age of visits by different landing page types (for first time and repeat visitors)
    10. 11. Smarter reporting options <ul><li>Filter reports with simple filter based on page or keyword name </li></ul><ul><ul><li>New: an Advanced Filter on variables or weighted sort </li></ul></ul><ul><ul><li>Use Pivot tables </li></ul></ul><ul><li>New: Setting annotations – beneath the top chart </li></ul><ul><li>Intelligence Beta: Review standard alerts via left menu </li></ul>
    11. 12. Example Pivot + Filter Practical tip Use New Weighted Sort to gain a similar effect
    12. 13. Use GA’s “Intelligence” Read post on setting up Intelligence Tip : Use Custom Alerts in your system
    13. 14. Segmenting your audience by setting up advanced segments Customisation technique 2
    14. 15. Segmenting Traffic value <ul><li>Key referring segments: </li></ul><ul><ul><li>Search </li></ul></ul><ul><ul><ul><li>Paid vs Natural </li></ul></ul></ul><ul><ul><ul><li>Branded vs non-branded </li></ul></ul></ul><ul><ul><li>Email marketing </li></ul></ul><ul><ul><li>Affiliates </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><li>Don’t forget: </li></ul><ul><ul><li>New vs returning/customer non-customer </li></ul></ul><ul><ul><li>First and last referrer. Use attribution scripts: </li></ul></ul>
    15. 16. Segmenting search visits
    16. 17. Advanced segments – more options <ul><li>1. Segmentation by Referrer / Traffic sourc e: </li></ul><ul><li>Paid </li></ul><ul><li>Natural </li></ul><ul><li>Paid and natural brand and non-brand </li></ul><ul><li>By number of keywords – 2,3,4 </li></ul><ul><li>Social media </li></ul><ul><li>  </li></ul><ul><li>2. Segmentation by Visitor Type </li></ul><ul><li>New visitor </li></ul><ul><li>Returning visitor </li></ul><ul><li>Registered visitor </li></ul><ul><li>Customer </li></ul><ul><li>3. Segmentation by Engagement </li></ul><ul><li>5 pages, </li></ul><ul><li><3 pages </li></ul><ul><li>4. Segmentation by Content Viewed   </li></ul><ul><li>Key landing page </li></ul><ul><li>Product page </li></ul><ul><li>Checkout complete </li></ul><ul><li>Folders for large organisation </li></ul><ul><li>5. Segmentation by Landing Page Type </li></ul><ul><li>6. Segmentation by Event : </li></ul><ul><li>Conversion goal types and E-commerce  </li></ul><ul><li>7. Segmentation by Platform (less important) </li></ul><ul><li>Browser </li></ul><ul><li>Screen resolution </li></ul><ul><li>Mobile platforms </li></ul><ul><li>8. Segmentation by Location </li></ul><ul><li>Main markets </li></ul><ul><li>UK </li></ul><ul><li>US </li></ul><ul><li>FIGS </li></ul><ul><li>ROW </li></ul>+ By behaviour – search and browse See
    17. 18. Some ideas for using custom reports <ul><li>1. Time reporting . Use a dimension of week/month to compare performance over time more easily </li></ul><ul><li>2. Value reporting . Repeat the value of different contributors: </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Product categories </li></ul></ul><ul><ul><li>Countries </li></ul></ul><ul><li>3. Role-based reporting . Setup different tabs for different types of people or marketing activity </li></ul>
    18. 19. ‘ How to’ example of a custom segment Notes: 1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names 2. No metrics are required. 3. Test the segment first, but you will need to enter a name for the segment to do this. 4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’. 5. Note that segments are specific to a profile initially – you may want to share them.
    19. 20. Gap analysis to maximise search value <ul><li>Should show: </li></ul><ul><ul><ul><li>Potential performance from keyphrase estimators </li></ul></ul></ul><ul><ul><ul><li>Your actual performance (position, clicks, conversion, sales, value): </li></ul></ul></ul><ul><ul><ul><ul><li>Paid – absolute and relative </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Natural – absolute and relative </li></ul></ul></ul></ul>Integrate sources with scripts or Excel VLOOKUP() function
    20. 21. Creating dashboards and custom reports within Google Analytics Customisation technique 3 |
    21. 22. How do you use the dashboard??
    22. 23. Drilling Down with Custom reports + segmentation
    23. 24. Some ideas for using custom reports <ul><li>1. Time reporting . Use a dimension of week/month to compare performance over time more easily </li></ul><ul><li>2. Value reporting . Repeat the value of different contributors: </li></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>Product categories </li></ul></ul><ul><ul><li>Countries </li></ul></ul><ul><li>3. Role-based reporting . Setup different tabs for different types of people or marketing activity </li></ul>
    24. 25. Using RACE for Digital Marketing Optimisation
    25. 26. RACE dashboard for Eretail
    26. 27. Setting up marketing campaign tracking Customisation technique 4
    27. 28. Campaign tracking <ul><li>Adwords will be tracked automatically provided you have specified within Adwords </li></ul><ul><li>All other referring campaign traffic sources need parameters adding w here practical </li></ul><ul><li>Example: </li></ul> ?utm_medium =affiliate&utm_source= generic Variable Meaning utm_campaign The name of the marketing campaign, e.g. Spring Campaign. utm_medium Media channel (E.G CPC , Organic (Google defaults), Email, Display, Affiliate, Social, etc). What is the ‘distribution method’ that is used to get our message out to our clients? utm_source Who are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search, utm_content The version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable. utm_term The search term purchased (if you’re buying keywords). This is not always used and is NOT included in the above example.
    28. 29. Tip: Use a URL builder or spreadsheet <ul><li>Another example – Email marketing </li></ul><ul><li>Many Email service providers have this as a feature – just need to enable </li></ul><ul><li> </li></ul><ul><li>&utm_campaign=CCXAQ081009A </li></ul><ul><li>&utm_source=Monthly_xArts_Email </li></ul><ul><li>&utm_medium=Internal_Email </li></ul><ul><li>&utm_content=CCXAQ081009A_Bunker_image [or A_Bunker_intro] </li></ul><ul><li>Try the Google URL builder </li></ul>
    29. 30. Advanced segmentation for social media Source (Step 10) : / See also:
    30. 31. New May 2010 Google Adwords Beta and Search Funnels
    31. 32. Modifying profile setup within “Google Analytics Settings” Customisation technique 5 Goals and funnels
    32. 33. “ How does our conversion compare?” Source: Ecommerce_Conversion_Rates_Statistics
    33. 34. Filters and profiles:Use site URL structure for countries, product categories, etc. <ul><li>To avoid a problem of errors there should be a master profile which NEVER has any filters applied. </li></ul><ul><li>Process: </li></ul><ul><li>Create Advanced segment to test filter. </li></ul><ul><li>Create filter. </li></ul><ul><li>Apply to a test profile (only used for testing purposes – can check in minutes). </li></ul><ul><li>Create final profile and apply filter. </li></ul><ul><li>Grant access to this profile </li></ul>Further reading: http :// en http :// index.html   http :// index.html
    34. 35. Filter example
    35. 36. You need to know basics of Regular Expressions before working on profiles <ul><li>Why are RegEx needed? Range of situations… </li></ul><ul><li>The main RegEx you need… </li></ul><ul><ul><li>A. Pipe “|” matches alternatives pages “Or”: ^/(car-insurance|van-insurance|)/ </li></ul></ul><ul><ul><li>B. Caret “^” matches head – everything from start of string </li></ul></ul><ul><ul><li>C. “?” Last character optional - Chaff?e?y </li></ul></ul><ul><ul><li>D. “$” Don’t’ match if any characters after this e.g. ^/$ </li></ul></ul><ul><ul><li>E. “” Escape (ignore) the next character /folder?pid=123 </li></ul></ul><ul><li>Test with… Adv. Segments, Filters, Test Profiles </li></ul>Guide: Regex tester:
    36. 37. New – 20 goals in GA so group them!
    37. 38. Setting up conversion goals <ul><li>Remember to </li></ul><ul><ul><ul><li>Setup multiple conversion goals </li></ul></ul></ul><ul><ul><ul><li>Attach notional value to each </li></ul></ul></ul><ul><ul><ul><li>Can then assess $Index value by referrer and content </li></ul></ul></ul><ul><ul><li>Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal </li></ul></ul>Consider additional goals – social bookmarking, commenting, catalogue requests, etc See Ran Nir: See also
    38. 39. Conversion funnels <ul><ul><li>These can be setup for each conversion goal </li></ul></ul><ul><ul><li>Example: Email sign-up, Landing page, checkout </li></ul></ul><ul><ul><li>Consider higher level funnels – or use conversion goals for these </li></ul></ul>
    39. 40. Example of simple funnel setup and what NOT to do Gotchas 1. The match type also applies to the funnel care with exact match Gotchas 2. Not actually the URL start with /<page> Gotchas 4. Missing/wrongly assigning goal value Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel Gotchas 3. Including a trailing slash / NB – Segmenting funnel:
    40. 41. Segment your funnels! Source:
    41. 42. Tracking on-site search Tip find the search query parameter from the URL of a search results page Coremetrics UK Retail benchmarks
    42. 43. Case study: Aim: Evaluate business case for improving onsite search merchandising Methodology : For example search use Google Website Optimizer to AB Test current search results page for “ Boys socks ” against a static “ideal” example Results : The new results page caused a reduction in search exit rate of 19% . If this reduction was replicated across all onsite searches, it would result in a 4.1% increase in online revenue .
    43. 44. Customisations that require server modifications Customisation technique 6
    44. 45. Ecommerce tracking See
    45. 46. Consider using new Async tracking… <ul><li>Google Analytics Asynchronous tracking was announced Dec 2009, live May 2010, it enables you to add tracking code within <head> potentially increasing page views and bounce rate </li></ul><ul><li>Instructions/background: </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    46. 47. Tracking user actions that don’t have pages associated… <ul><li>Examples: </li></ul><ul><li>A . Tracking calls-to-action – clicks on links and buttons </li></ul><ul><li>B. Steps in a funnel process which don’t have separate pages e.g. Forward, Back, Next, Save </li></ul><ul><li>Options: </li></ul><ul><li>1. Event-tracking – easier – has it’s own separate reports best for links, but NB CAN’T SETUP GOALS </li></ul><ul><li>2. Virtual page views – can track goals and can create URLs for RegExp processing, but NB WILL INFLATE PAGE VIEWS </li></ul>Also:
    47. 48. A/B testing showeed the products with customer generated reviews and fitting advice had a 6.2-14.2% increase in conversion rate.
    48. 49. Using event tracking in GA <ul><li>Use event tracking for finding how popular different activities are: </li></ul><ul><li>Downloading documents (PDFs) </li></ul><ul><li>Clicking outbound links </li></ul><ul><li>Playing video clips </li></ul><ul><li>Add to basket </li></ul><ul><li>Best script to apply : </li></ul><ul><li> </li></ul>Async tracking example: _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']); ... <a onclick=&quot;_gaq.push(['_trackEvent', 'category', 'action', 'opt_label', opt_value]);&quot;>click me</a> Traditional ga.js tracking example: var pageTracker = _gat._getTracker('UA-XXXXX-X'); pageTracker._trackPageview(); ... <a onclick=&quot;pageTracker._trackEvent('category', 'action', 'opt_label', opt_value);&quot;>click me</a>
    49. 51. Virtual Page Views <ul><li>Can also use Virtual Page Views, e.g. for funnel steps but need to exclude False Page Views with additional filter? </li></ul><ul><li>Async tracking </li></ul><ul><li><a onclick=&quot;javascript: _gaq.push(['_trackPageview', '/motor/step1-complete/']);&quot; href=&quot;;>Continue to Step 2</a> </li></ul><ul><li>Traditional ga.js tracking </li></ul><ul><li><a onclick=&quot;javascript: pageTracker._trackPageview ('/motor/step1-complete/');&quot; href=&quot;;>Continue to Step 2</a> </li></ul><ul><li>See </li></ul>
    50. 52. Segmenting pages/product by performance Conversion rate Or conversion rate variance (add to basket) compared to average Page or product popularity (views) or page view variance (compared to average) High Potential (Problems) Top Performers (Stars) Low Potential, Low Performance (Dogs) Consistent Performers (Cash Cows)
    51. 54. Cross-domain tracking <ul><li> </li></ul><ul><li> </li></ul>
    52. 55. Custom variables in Google Analytics <ul><li>Original called _setVar Javascript function on page that uniquely identifies these visitors. Sets cookie for 2 year period. </li></ul><ul><li>Now _setCustomVar </li></ul><ul><li>With up to 20 variables </li></ul><ul><li>Possible applications: </li></ul><ul><ul><ul><li>Different subscribers - bronze, silver, gold </li></ul></ul></ul><ul><ul><ul><li>Customers vs non-customers </li></ul></ul></ul>Read more: E-retail example:
    53. 56. E-retail example:
    54. 57. Google Website Optimizer: 7 key test types <ul><li>AB Test (ABC Test) Compare 2 or more page versions </li></ul><ul><li>Multivariate test Compare different versions of page elements </li></ul><ul><li>Split-path test Compare 2 or more linear paths </li></ul><ul><li>Multipath multivariate test Multi-elements, multipages </li></ul><ul><li>Do Anything Test Measure multiple conversion goals </li></ul><ul><li>Linger test Measure engagement with page </li></ul><ul><li>Click test Measure clicks on advertiser links or to an external checkout </li></ul>Read more:
    55. 58. Google Website Optimizer case study Source: Moneyspyder blog (with permission):
    56. 59. Combining event tracking with GWO <ul><li>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 </li></ul>Source: Moneyspyder blog (with permission):
    57. 60. Use Feedback tools for… “ Why ” not “ What ”
    58. 61. What do customers value? Think? Analytics will only show you ‘ What ’ not ‘ Why ’ – other tools can help iPerceptions / “ Bad web site. Difficult to find item as no search box provided for short cut ” “ I can't find any prices on your website ” “ Would like to see where I can buy products from ” .
    59. 63. Let’s Connect! Questions & discussion welcome <ul><li>Blog </li></ul><ul><li> </li></ul><ul><li>Feeds </li></ul><ul><li> </li></ul><ul><li>Email Newsletter </li></ul><ul><li> </li></ul>