Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Applied Analytics: Insights and Actions from 13 Google Analytics Reports

1,135 views

Published on

The majority of websites use Google Analytics. It’s ubiquitous. But are marketers using it properly? Not really. Many marketers are using it only for reporting, not analysis.

Most marketers are using Analytics wrong.

In this lesson, we’ll look at specific ways to use Analytics to do real analysis, to answer questions and draw conclusions.

1. Reporting vs. Analysis: How most marketers get Analytics wrong
2. Turning ideas into questions
3. Analytics Insights: WHO is visiting? WHERE are they coming from? WHAT are they doing here? WHICH pieces of content are successful?

The truth waiting to be discovered in your Analytics. You just need to know where it’s hiding. Lots of marketers use Analytics. But great marketers use it to answer questions, support decisions and test theories for possible actions.

Once you’ve completely this lesson, you’ll have a new mindset for approaching your data and new tools for making the decisions that make the difference in your marketing.

Published in: Marketing
  • ♣♣ 10 Easy Ways to Improve Your Performance in Bed... ♣♣♣ https://tinyurl.com/rockhardxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Applied Analytics: Insights and Actions from 13 Google Analytics Reports

  1. 1. Applied Analytics Questions, Answers and Actions from 13 Reports Andy Crestodina Strategic Director @crestodina
  2. 2. source: Social Media Today
  3. 3. Traffic x Conversion Rate = $
  4. 4. Google Analytics Reporting @crestodina
  5. 5. Google Analytics Analysis @crestodina
  6. 6. Google Analytics Analysis @crestodina
  7. 7. If you see a data puke, then you know you’re looking at web reporting. If you see words in English outlining actions, then you are looking at web data analysis. Avinash Kaushik Occam’s Razor
  8. 8. @crestodina
  9. 9. source: Avinash Kaushik @crestodina
  10. 10. source: Avinash Kaushik @crestodina
  11. 11. @crestodina
  12. 12. @crestodina
  13. 13. @crestodina
  14. 14. @crestodina
  15. 15. Who’s job is this Analytics stuff?
  16. 16. @crestodina
  17. 17. Turning marketing ideas into questions
  18. 18. AUDIENCE REPORTS
  19. 19. Visitor = User Visit = Session @crestodina
  20. 20. Turning marketing ideas into questions Are our visitors using mobile devices? 1
  21. 21. Audience > Mobile > Overview @crestodina
  22. 22. @crestodina
  23. 23. Audience > Mobile > Overview @crestodina
  24. 24. Audience > Mobile > Overview @crestodina
  25. 25. Turning marketing ideas into questions Are mobile visitors less engaged? 2
  26. 26. Audience > Mobile > Overview @crestodina
  27. 27. Audience > Mobile > Overview @crestodina
  28. 28. Audience > Mobile > Overview > Bounce Rate @crestodina
  29. 29. Audience > Mobile > Overview > Avg Session Duration @crestodina
  30. 30. Actions 1. Check the design of landing pages for mobile visitors 2. Create schedule for mobile testing @crestodina
  31. 31. Turning marketing ideas into questions Is the site working well in every browser? 3
  32. 32. Audience > Technology > Browser & OS @crestodina
  33. 33. Audience > Technology > Browser & OS @crestodina
  34. 34. Audience > Technology > Browser & OS @crestodina
  35. 35. Audience > Technology > Browser & OS @crestodina
  36. 36. Actions 1. Test the site on the browsers with higher bounce rates. @crestodina
  37. 37. • Are millenials visiting our website? What are they doing? • How many of our visitors are local? National? International? • What times of day are people reading our blog? More Q’s to Ask Your Audience Reports @crestodina
  38. 38. ACQUISITION REPORTS
  39. 39. Turning marketing ideas into questions Which social network drives the most traffic? 4
  40. 40. Acquisition > All Traffic > Channels @crestodina
  41. 41. Acquisition > All Traffic > Channels @crestodina
  42. 42. Acquisition > All Traffic > Channels > Social @crestodina
  43. 43. Acquisition > All Traffic > Channels > Social @crestodina
  44. 44. Acquisition > All Traffic > Channels > SocialAcquisition > All Traffic > Channels > Social (% view) @crestodina
  45. 45. Turning marketing ideas into questions 5 Which social network drives the best traffic?
  46. 46. Acquisition > All Traffic > Channels > Social @crestodina
  47. 47. Acquisition > All Traffic > Channels > Social @crestodina
  48. 48. Actions 1. Focus on social networks with high conversion rates. @crestodina
  49. 49. Acquisition > All Traffic > Channels > Social @crestodina
  50. 50. Acquisition > All Traffic > Channels > Social @crestodina
  51. 51. Acquisition > All Traffic > Channels @crestodina
  52. 52. Acquisition > All Traffic > Channels @crestodina
  53. 53. Actions 1. Focus on networking benefits of social media, not traffic benefits. 2. Resource allocation! @crestodina
  54. 54. Turning marketing ideas into questions What phrases are we ranking for? 6
  55. 55. Acquisition > SEO > Queries @crestodina
  56. 56. Acquisition > SEO > Queries @crestodina
  57. 57. Acquisition > SEO > Queries @crestodina
  58. 58. Acquisition > SEO > Queries @crestodina
  59. 59. Acquisition > SEO > Queries @crestodina
  60. 60. Actions 1. Find the pages. Confirm the rankings. 2. Improve the page by adding detail, keywords, video, internal linking, etc. @crestodina
  61. 61. • Which email campaigns pull in the most visits? • Which pull in visitors who dig deeper? • Which sites have linked to us recently? Are they sending us referral visitors? More Q’s to Ask Your Acquisition Reports @crestodina
  62. 62. Search + Social One post, optimized for both
  63. 63. @crestodina Content designed to attract visitors
  64. 64. @crestodina Optimized for Search
  65. 65. @crestodina Optimized for Social
  66. 66. How many people are waiting for your article to go live? Make sure it’s not zero.
  67. 67. BEHAVIOR REPORTS
  68. 68. Turning marketing ideas into questions What are people looking for on our site? 7
  69. 69. Behavior > Site Search > Search Terms
  70. 70. Behavior > Site Search > Search Terms
  71. 71. Behavior > Site Search > Search Terms
  72. 72. Behavior > Site Search > Search Terms
  73. 73. Actions 1. Optimize your own pages for your own search tool. 2. Publish content on those topics. @crestodina
  74. 74. Turning marketing ideas into questions Are they reading what we’re writing? 8
  75. 75. Percent Content Consumption vs. Percent Published @crestodina
  76. 76. Percent Content Consumption vs. Percent Published @crestodina
  77. 77. Percent Content Consumption vs. Percent Published @crestodina
  78. 78. Percent Content Consumption vs. Percent Published @crestodina
  79. 79. Actions 1. Publish more content on those popular topics. 2. Promote the high value content better. 3. Reconsider your content strategy! @crestodina
  80. 80. Turning marketing ideas into questions Which posts are the most engaging? 9
  81. 81. Behavior > Site Content > All Pages @crestodina
  82. 82. Behavior > Site Content > All Pages @crestodina
  83. 83. Behavior > Site Content > All Pages @crestodina
  84. 84. Behavior > Site Content > All Pages @crestodina
  85. 85. Behavior > Site Content > All Pages @crestodina
  86. 86. Behavior > Site Content > All Pages @crestodina
  87. 87. Actions 1. Publish more content on the popular topics. 2. Do more to promote the low-traffic, high value posts. @crestodina
  88. 88. Turning marketing ideas into questions What is the top path through our website? 10
  89. 89. Behavior > Behavior Flow @crestodina
  90. 90. Behavior > Behavior Flow @crestodina
  91. 91. Behavior > Behavior Flow @crestodina
  92. 92. Behavior > Behavior Flow (Explore Traffic through “/”) @crestodina
  93. 93. @crestodina Behavior > Behavior Flow (Explore Traffic through “/”)
  94. 94. Actions 1. Rebalance your navigation 2. Polish up the pages in that top path 3. Make sure the billboards are on the highway (videos, testimonials, etc.) 4. Get rid of your testimonials page @crestodina
  95. 95. CONVERSION REPORTS
  96. 96. Turning marketing ideas into questions Which posts inspire action? 11
  97. 97. Behavior > Site Content > All Pages @crestodina
  98. 98. Behavior > Site Content > All Pages (filtered) @crestodina
  99. 99. Behavior > Site Content > All Pages (filtered) @crestodina
  100. 100. Conversions > Goals > Reverse Goal Path @crestodina
  101. 101. Conversions > Goals > Reverse Goal Path @crestodina
  102. 102. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
  103. 103. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
  104. 104. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
  105. 105. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
  106. 106. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
  107. 107. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
  108. 108. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
  109. 109. Behavior > Site Content > All Pages @crestodina
  110. 110. Pageviews Per Blog Post @crestodina
  111. 111. Subscribers Per Blog Post @crestodina
  112. 112. Conversion Rate Per Blog Post! @crestodina
  113. 113. Conversion Rate Per Blog Post @crestodina
  114. 114. @crestodina
  115. 115. Actions 1. Drive traffic to these posts, through social, email, internal linking, ads, etc. 2. Publish more content on these topics. @crestodina
  116. 116. Connect your traffic champions to your conversion champions!
  117. 117. Turning marketing ideas into questions Which pages support the lead gen funnel? 12
  118. 118. Turning marketing ideas into questions Where are we losing people during checkout? 13
  119. 119. Conversions > Goals > Funnel Visualization @crestodina
  120. 120. Conversions > Goals > Funnel Visualization @crestodina
  121. 121. @crestodina
  122. 122. Actions 1. Reduce number of steps. 2. Remove distractions. 3. Answer top questions earlier. @crestodina
  123. 123. • What hour of day, day of week or month of year are visitors most likely to act? • Are people buying right away? More Q’s to Ask Your Conversion Reports @crestodina
  124. 124. Data-Driven Empathy
  125. 125. @crestodina
  126. 126. @crestodina
  127. 127. @crestodina
  128. 128. Content marketing is a lot of work... @crestodina
  129. 129. @crestodina
  130. 130. Every number in your Analytics is inaccurate ...but so what?
  131. 131. Caution: Bad Audience Data @crestodina
  132. 132. @crestodina
  133. 133. 1. No cookie? No data. 2. JavaScript Disabled? No data 3. Time on page? Or time on tab? 4. Same Device, Different User 5. Same User, Different Device / Browser This can be a problem... @crestodina
  134. 134. First Touch Deep Dive Purchase Purchase Loyalty @crestodina
  135. 135. First Touch Deep Dive Purchase Purchase Loyalty @crestodina
  136. 136. First Touch Deep Dive Purchase Purchase Loyalty @crestodina
  137. 137. Is that you in your Analytics? Create a filter! @crestodina
  138. 138. Is that you in your Analytics? Create a filter!
  139. 139. Are those robots in your Analytics? Exclude ‘em!
  140. 140. Are those robots in your Analytics? Exclude ‘em!
  141. 141. Are those robots in your Analytics? Exclude ‘em!
  142. 142. Caution: Bad Acquisition Data @crestodina
  143. 143. Traffic Sources Aren’t What They Seem @crestodina
  144. 144. @crestodina Use URL Tracking Code for “Campaign” Reports
  145. 145. Use URL Tracking Code for “Campaign” Reports @crestodina
  146. 146. Use URL Tracking Code for “Campaign” Reports @crestodina
  147. 147. Use URL Tracking Code for “Campaign” Reports @crestodina
  148. 148. Use URL Tracking Code for “Campaign” Reports @crestodina
  149. 149. Use URL Tracking Code for “Campaign” Reports @crestodina
  150. 150. Caution: Bad Behavior Data @crestodina
  151. 151. @crestodina
  152. 152. @crestodina
  153. 153. @crestodina
  154. 154. Admin > Property Settings @crestodina
  155. 155. Caution: Bad Conversion Data @crestodina
  156. 156. What does success look like? Setup Goals! @crestodina
  157. 157. Admin > View > Goals @crestodina
  158. 158. Admin > View > Goals @crestodina
  159. 159. Admin > View > Goals @crestodina
  160. 160. Admin > View > Goals @crestodina
  161. 161. Admin > View > Goals @crestodina
  162. 162. URL Problems @crestodina
  163. 163. Conversions > Goals > Funnel Visualization @crestodina
  164. 164. Bottom Line @crestodina
  165. 165. Analytics Shortcuts & Collaboration Tips There is no I in GA!
  166. 166. Adding Users Admin > View > User Management @crestodina
  167. 167. @crestodina Dashboards
  168. 168. Dashboards @crestodina
  169. 169. @crestodina Dashboards
  170. 170. Dashboards @crestodina
  171. 171. Dashboards @crestodina
  172. 172. Google Analytics Solutions Gallery @crestodina
  173. 173. Annotations @crestodina
  174. 174. Annotations @crestodina
  175. 175. Annotations @crestodina
  176. 176. Annotations @crestodina
  177. 177. Reasons to Add an Annotation 1. Email campaign 2. Start / change / stop PPC 3. PR hit 4. Change in publishing calendar 5. Website change 6. Analytics setup change @crestodina
  178. 178. Sharing Screenshots @crestodina
  179. 179. Sharing Screenshots (Jing) @crestodina
  180. 180. @crestodina Sharing Screenshots (Jing)
  181. 181. Sample Marketing Meeting Agenda ...integrate Analytics into your process
  182. 182. 0:00 – 0:10 Brief updates from teams These might be individual people or entire departments. It could be the client and the vendor. It could be the social media community manager, the PPC partner, the freelance blogger and the marketing director. • Any major issues? • Any victories to celebrate? • Report on the big picture? Review Dashboards @crestodina
  183. 183. 0:10 – 0:40 Review Current Activities Take a close look at where your time, effort and budgets have been focused since the last meeting. • What are the outcomes of the actions we are taking? Are they worth the time/cost? Reports and Analysis • Should we adjust our approach? Need more time? Continue or discontinue that activity? • Did everyone complete their action items from the last meeting? (accountability) • Does anyone need help? Can anyone support anyone else’s efforts? • Are we confident as a team that we’re going in the right direction? @crestodina
  184. 184. 0:40 – 0:55 Consider New Initiatives Just knowing that there’s a time and place to bring up new ideas will keep people from distracting each other during the week. • Anyone have any new ideas? • Is there evidence that this effort will be worth the time/cost? Reports and Analysis • Schedule more time to weigh pros/cons and then decide/delegate? @crestodina
  185. 185. 0:55 – 0:59 Action Items Expectations for everyone should be crystal clear when they walk out of the room or hang up the phone. • Who is going to do what before the next meeting? @crestodina
  186. 186. Thank you! Andy Crestodina Strategic Director | @crestodina bitly.com/contentchem

×