• Make contact
• Request info
• React to sponsor advertisment
• Buy (now or later)
Do we need user to click?
In fact we need him to:
KINDS OF SITES AND ITS TASKS
To let user find needed information quickly, to receive certain messages
from the company
To sell more, to spend less on acquiring new customers
To deliver message and track campaign effectiveness
To attract and keep readership, to monetize audience
WISHES AND TROUBLES OF
• Site audience structure is not clear
• Low business efficiency
(high acquisition costs, in particular)
• See clear picture of audience behaviour
• Access activity results and estimate next ones
• Know overall action plan
What media plan usually looks like
But click price isn't really important. Goal
What media plan should include?
Dear boss, we got our 60k clicks from XXX.
Price per registration is 30% higher than it was from YYY.
I think we shouldn't continue with XXX.
Here's the data:
We got 42k visits, 80% bounced, viewed 1,65 pages per visit, 2574 returning visits, 0.17%
conversion to registrations
Non-bounced visit costs 12 RUR
Pageview costs 1,5 RUR
Returning visitors costs 44 RUR
Registration costs 1 583 RUR
Steps from theory to practice
• Fully measurable users actions (not just page views)
• Integrated stats (not only site pages, but also incoming and
• Segmented stats (ability to view stats from different user groups
• Actionable conclusions
Project site structure and marketing activity to conversion KPIs
What GA allows to do
Define site goals
Measure goals numerically
Define site performance as improvement of
goals conversion rate
CONVERSIONS IS NOT ALL MARKETING
Not to forget: we are measuring only final sale funnel steps
(see Atlas Research http://mediarevolution.ru/audience/behavior/1615.html)
• Free to use, traffic limitation is not noticeable
• Can define goal and segment audience — both pre-filtered and post-filtered
• Open platform with API
• Access control
• Nicely designed reports
• Highly customizable
• Several data collection modes
• Campaign tracking
• Mostly documented
• Support infrastructure (certified specialists and agencies)
• World leader's product
DATA COLLECTION MODES
• Search queries
• User defined and custom vars
• Not realtime
• Time on site doesn't include last page
• Visits of same user reported as separate
• Direct visit reported with previous source
• Drops previuos source history (can use
&utm_nooverride=1 to keep, but current is dropped then)
• Doesn't show cyrillic from URLs
• Too complicated, not transparent
• Big traffic chunks sampled
• Traffic limited to 5 mln pageview/month (spend $1 /day to remove
• Doesn't now Russian federal meta-structure
• Russian translation is bad
• Google doesn't promise to keep data longer than 18 months
(although keeps for now)
• Search traffic includes both paid and not-paid
• Nearly any report can be split by traffic source via drop-down
• Visit source doesn't really show where a user came from this
time. GA has its priorities, they seem to be this:
cpc > organic > referrer > direct
• SEO: Webmaster Tools (Yandex, Google), Sitemap,
• Additional counters for control purposes:
LiveInternet, Rambler's Top100, Yandex.Metrica, Openstat
• Add-ons for Google Analytics: EpikOne SiteScan (installation check),
Firebug и WASP (Firefox diagnostics plugin), Data Feed Query Explorer
(manual API queries)
• Integration: Adwords (extended keywords stats), Adsense (for publishers — which pages earn
• Checks if GA code was broken by CMS
• Recommended by Google
• Only 1000 pages free — enough to catch a
problem if there is one
1 — general account settings (including
2 — choose account
3 — choose profile for this account
4 — choose date range and time scale
5 — setup segments (left) and choose
ones (upper right)
6 — main reports menu
7 — customizable reports
8 — view visits metrics, goal
conversions, e-commerce transactions
(content efficiency in content
reports,event — in event reports)
9 — choose report type (table, pie-
chart, bar-chart, compare to average,
10 — drop-down to choose split
11 — choose parameter (or two) to
12 — extra services: subscriptions,
visualisations, animations, data export
THREE DATA SETS
• View depth
• Bounce rate
• Time at site
Goals conversion Sales conversion
Sales page can be counted both in goals and transactions
reports. Difference is when same user made several
orders. There will be one goal and several orders.
Content and Events reports have different tabs
Tools to generate URLs for campaigns. Use Excel to generate
MAKING LINKS IN EXCEL
If you use big keywords list in pay-per-click systems, create links in excel:
• Including adwords if accounts are not linked
• Use SUBSTITUTE и CONCATENATE
For example, if link is in column Е, and keyword in column А:
Which UTM goes where
• campaign – Campaigns reports or Campaign in drop-
• source – Source in drop-down
• medium – which pie share will be added to, Medium in
There's also «Source/Medium» report
(All traffic sources)
• term – Keywords report,
Keyword in drop-down
• content – Ad Versions report,
Ad Content in drop-down
HOW TO DEFINE GOALS
• Goals work only post-data, can't apply to
• Add goal price to transfer value to pages on the
way to this goal
• Goal could include path — mandatory (not
counted if not thru these pages) or optional
(displayed as funnel).
• Different match modes: beggining of address,
part, regular expression.
Line start - ^
Line end - $
Any character - .
Dot - .
Square parenthesis — list of possible characters,
intervals with minus, for example [0-9] — all digits
Any number of characters (even zero) - *
1 or more of characters - +
1 or zero characters - ?
Doesn't include /item/2345/order/done
E-COMMERCE — ORDER DETAILS
• Price (taxes and delivery separately)
• City, region, country
• SKU, title, type
• Number and price of items in order
Reports include revenues, conversions, item
types, daily sales
• Not suitable for audit, just for marketing trends
• Ecommerce tab appears in reports
• Most reports are viewable only for certain audience
part (segment), which is defined in segment
• Segment is viewable separately or with whole
traffic. Can't see just two segments.
Example: we had one campaign with different utm_campaign
• vtv_yandex in Yandex,
• vtv_begun in Begun
and several AdWords campaigns with names like
• «Persons (eng) — search»
• «Persons (rus) — net».
Segment builder allows to combine them to get
combined stats for this campaign.
VIEWING REPORTS BY SEGMENTS
• Segments are personal for you, other users of
this account can't see them, until you share.
• Compare overall and «deep» traffic. Discover
that teasers have only 4,73% deep visits,
Begun - 12,87%, Yandex - 13,85%!
Custom reports are needed to:
• Remove unneeded data
• Create missing set
Two types: metrics (measurable like pages/visit) and dimensions (set of kinds, like cities).
They intersect. There are some complex rules what can be intersected with what.
WHAT CAN BE IN CUSTOM REPORTS
Standart reports show
23 dimensions in drop-down,
custom reports give access to 52!
For example, add source/medium
filter to keywords to select paid and
organic traffic of each keyword
EXAMPLE USER REPORTS — LANDING
Default landing pages report is just a list. If we
have goal prices defined and/or we have e-
commerce tracking, then we can see landing
pages monetary values.
ONE SITE — SEVERAL PROFILES
• no-filters backup
• experimental filters
Easiest one — not to report own office clicks: you
office admins tell what addresses your office use
EXAMPLE OF COMPLEX
How to save original keyword
Правда, есть проблема с русским языком
EXAMPLE OF COMPLEX FILTER — HOW TO
SAVE ORIGINAL REFERRER
GA cleans Referral path if visit has source defined via
utm. But we can use filter to save Referrer to User
Defined field. Then for advertisement placement
We can create «User defined includes site.ru» and check, who
really came from the site.ru, and who returned from different site
(GA still shows that source is site.ru for these visits).
WHAT TO MEASURE
CLICKS not equal VISITS
• Visit costs more — not all clicks reach site
• Normal discount is 70-90%
• Discount can be negative, if there's a lot of returning
• Viewing depth is important for content sites
• Time on last page isn't measured
• Regular visitors can read for long, or just check frontpage for updates and
• Promo-sites can have 2pages/visit, games - 7.
• More active campaign — less depth: check depth separately for new and
WHAT TO MEASURE
SCRIPT TO MEASURE TIME ON LAST PAGE
WHAT TO MEASURE
Which countries looked at site
for how long
• Easiest way to assess traffic quality — user who open just one page, then
• Normal bounce rates vary widely: 30-70%.
• Depends on site structure and landing page: if it shows list, it's bounce rate
will be less.
• More misleading advertising — more traffic, more bounces.
• Check bounce rate separately for new visits.
WHAT TO MEASURE
EXAMPLE — BOUNCE DEPENDS ON
WHAT TO MEASURE
Link leads to article or article list. Bounce differs
significantly, conversion — not that much.
direct ad buys
Improve site structure and content,
Media buys (utm_medium is unknown to GA)
Many factors affect efficiency
CONTENT AND STRUCTURE
Do pages work well:
• Which pages lose visitors most (absolure and relative)?
• What goal funnels look like?
• Do you give users what they look for (keywords, site
• Choose lowest goal price ad buys
• Use search traffic quality data to adjust SEO and PPC
• Rework pages which lose traffic most
EXAMPLE OF PPC USAGE
1) Export keyword reports (organic) to XLS.
2) Sort by number of visits, drop low visits lines, sort by bounce rate.
3) Take 500 words with lowest bounce rate, import to AdWords with 1 cent bid.
4) Getting good targeted low-frequency traffic cheap in good numbers.
EXAMPLE - SEO
• SEO companies work with keyword lists. Higher frequency generate more traffic, but
they are more expensive as competition is higher.
• Juxtapose organic SEO keywords to goals to decide which keywords are more profitable
• Add Russian search engines
• Register site search
• Check setup via SiteScan
• Register Goals
• Link AdWords, AdSense accounts
• Use utm-links
(make sure no redirects which will drop them)