Web Analytics for StartupsWeb Analytics for Startups
Mehboob Javed
presentspresentspresentspresentspresentspresentspresent...
Web analytics is the
measurement, collection,
analysis and reporting of web
data for purposes of
_an introduction
data for...
DON’T HAVE GOOGLE ANALYTICS YET?
Get it!
Google analytics is free.
Monthly cost: $0
Consultants needed: None
Training: Fre...
GOALS FOR TODAY
Outline why analytics are important
for your internet marketing efforts.
Providing a model for continually...
Plan
DoAct
Successful businesses make
decisions based on hard evidence.
WHY ARE ANALYTICS IMPORTANT?
Do
Check
Act
Data col...
Why small businesses/ startups avoid analytics?
Confusion????Confusion????Confusion????Confusion????
Information overload*...
For most small businesses there have long been 08 Key Metrics to trackFor most small businesses there have long been 08 Ke...
Social
The influence of social media is driving
web traffic is at an all time high.
If you are not on the social networks
...
Think about your ideal customers. How do they find
and buy from you?
Among the 10 important metrics to track which do
you ...
SET UP GOALS
Every business should have
goals
E Commerce Tracking
You may need assistance to set up eCommerce
tracking.
https://support.google.com/analytics/answer/1009...
Track goal progress
Found under the conversions tab, the goal overview
report shows progress … or lack thereof.
HOW CAN I KEEP TRACK OF ALL THAT?
Problem:Problem:
You are busy running
your business and
you don’t have time
to read repo...
Dashboards Rock!
Small Business Dashboard
Dashboards group important metrics together on
one page for easy viewing.
Automate Reports
Campaign Tracking
Effective internet marketing is a cross-platform
endeavor and your website is the center of your interne...
You share and promote it’s contents via:
Email Marketing
Social Media Marketing
Facebook
Twitter
LinkedIn
Google+Google+
P...
Custom Campaign URL Parameters
Custom source
(utm_source)
Required Use utm_source to identify search engine,
newsletter na...
Google URL Builder
Custom campaign building tips
If building many custom campaign urls you can use an excel spreadsheet
template created by G...
Act on the data
Now that you have collected the data it is time to act
Develop a hypothesis
Implement solution
Plan
DoAct
...
Take notes!
Click the drop down arrow below the line graph to
add note, date and save
Compare date ranges
Did results improve or get worse?
Install analytics
Set up dashboard
Google analytics to do list
Set up dashboard
Set up automated reports
Use custom campai...
GOTGOTGOTGOT QUESTIONS?QUESTIONS?QUESTIONS?QUESTIONS?
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Analytics for startups

  1. 1. Web Analytics for StartupsWeb Analytics for Startups Mehboob Javed presentspresentspresentspresentspresentspresentspresentspresents Web Analytics for StartupsWeb Analytics for Startups
  2. 2. Web analytics is the measurement, collection, analysis and reporting of web data for purposes of _an introduction data for purposes of understanding and optimizing web usage. Web analytics is not just a tool for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a web site. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.
  3. 3. DON’T HAVE GOOGLE ANALYTICS YET? Get it! Google analytics is free. Monthly cost: $0 Consultants needed: None Training: Free https://www.google.com.bd/analytics/learn/setupchecklist.html Training: Free
  4. 4. GOALS FOR TODAY Outline why analytics are important for your internet marketing efforts. Providing a model for continually improving your website’s performance. Identify tools to cut through the flood of information and get to the data that matters most. Explore methods to help you determine which online marketing efforts are most effective for your business.
  5. 5. Plan DoAct Successful businesses make decisions based on hard evidence. WHY ARE ANALYTICS IMPORTANT? Do Check Act Data collection with Google analytics is easy. Determining which data are important to your business can be tricky out of the gate.
  6. 6. Why small businesses/ startups avoid analytics? Confusion????Confusion????Confusion????Confusion???? Information overload****Information overload**** Not sure what it means!!!Not sure what it means!!!
  7. 7. For most small businesses there have long been 08 Key Metrics to trackFor most small businesses there have long been 08 Key Metrics to track Bread and Butter of Analytics Sessions/Unique SessionsSessions/Unique Sessions LocationLocation Top PagesTop PagesTop PagesTop Pages Time on siteTime on site Bounce rateBounce rate Pages/visitPages/visit Traffic sourcesTraffic sources ConversionsConversions
  8. 8. Social The influence of social media is driving web traffic is at an all time high. If you are not on the social networks where your customers are, you need to be. big new metrics to track Mobile 61% of smart phone owners and 64% of tablet users search for local products or services using their mobile devices. 55% of mobile search driven conversions happen in an hour or less.
  9. 9. Think about your ideal customers. How do they find and buy from you? Among the 10 important metrics to track which do you think would impact your business the most? Armed with that information SET GOALS
  10. 10. SET UP GOALS Every business should have goals
  11. 11. E Commerce Tracking You may need assistance to set up eCommerce tracking. https://support.google.com/analytics/answer/1009612?hl=en
  12. 12. Track goal progress Found under the conversions tab, the goal overview report shows progress … or lack thereof.
  13. 13. HOW CAN I KEEP TRACK OF ALL THAT? Problem:Problem: You are busy running your business and you don’t have time to read reports all day!
  14. 14. Dashboards Rock!
  15. 15. Small Business Dashboard Dashboards group important metrics together on one page for easy viewing.
  16. 16. Automate Reports
  17. 17. Campaign Tracking Effective internet marketing is a cross-platform endeavor and your website is the center of your internet marketing universe.
  18. 18. You share and promote it’s contents via: Email Marketing Social Media Marketing Facebook Twitter LinkedIn Google+Google+ Pinterest PPC Ads Print Marketing with QR codes Campaign tracking helps you to discover which drives the most traffic & conversions.
  19. 19. Custom Campaign URL Parameters Custom source (utm_source) Required Use utm_source to identify search engine, newsletter name or other source. Example: utm_source=google Campaign medium (utm_medium) Required Use utm_medium to identify a medium such as email or cost-per-click. Example: utm_medium=cpc Campaign Term Used for paid search. Use utm_term to note the keywordsCampaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes Campaign content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink Campaign Name (utm_campaign) Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale
  20. 20. Google URL Builder
  21. 21. Custom campaign building tips If building many custom campaign urls you can use an excel spreadsheet template created by Google. Custom campaign urls work with url shortening services such as bit.ly, owl.ly Consistency in using custom campaign urls is critical to this method of evaluating your marketing efforts.
  22. 22. Act on the data Now that you have collected the data it is time to act Develop a hypothesis Implement solution Plan DoAct Implement solution Collect the data Act on the results Do Check Act
  23. 23. Take notes! Click the drop down arrow below the line graph to add note, date and save
  24. 24. Compare date ranges Did results improve or get worse?
  25. 25. Install analytics Set up dashboard Google analytics to do list Set up dashboard Set up automated reports Use custom campaign URLs Compare time periods Act on results Make note of changes Rinse and repeat
  26. 26. GOTGOTGOTGOT QUESTIONS?QUESTIONS?QUESTIONS?QUESTIONS?

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