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.

Google Analytics for marketer

739 views

Published on

  • Be the first to comment

Google Analytics for marketer

  1. 1. 1/126 GOOGLE ANALYTICS FOR MARKETER Abilities and usage patterns
  2. 2. 2/126 Introduction It's all about conversions
  3. 3. 3/126 MAIN QUESTION • Remember • Make contact • Request info • Download • Subscribe • Register • React to sponsor advertisment • Buy (now or later) INTRO Do we need user to click? In fact we need him to:
  4. 4. 4/126 KINDS OF SITES AND ITS TASKS INTRO Corporate To let user find needed information quickly, to receive certain messages from the company Store To sell more, to spend less on acquiring new customers Campaign To deliver message and track campaign effectiveness Media To attract and keep readership, to monetize audience
  5. 5. 5/126 WISHES AND TROUBLES OF MARKETERS • Site audience structure is not clear • Low business efficiency (high acquisition costs, in particular) Wishes • See clear picture of audience behaviour • Access activity results and estimate next ones • Know overall action plan INTRO Issues
  6. 6. 6/126 What media plan usually looks like But click price isn't really important. Goal completion is. INTRO
  7. 7. 7/126 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 This means: Non-bounced visit costs 12 RUR Pageview costs 1,5 RUR Returning visitors costs 44 RUR Registration costs 1 583 RUR INTRO
  8. 8. 8/126 Steps from theory to practice INTRO • Fully measurable users actions (not just page views) • Integrated stats (not only site pages, but also incoming and outgoing traggic) • Segmented stats (ability to view stats from different user groups separately) • Actionable conclusions Project site structure and marketing activity to conversion KPIs
  9. 9. 9/126 What GA allows to do Define site goals Measure goals numerically Define site performance as improvement of goals conversion rate INTRO
  10. 10. 10/126 INTRO 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)
  11. 11. 11/126 GA advantages • 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 • Multilingual • Mostly documented • Support infrastructure (certified specialists and agencies) • World leader's product Why GA
  12. 12. 12/126 DATA COLLECTION MODES • Pageviews • Javascript actions • Search queries • Events • E-commerse • User defined and custom vars GA FEATURES
  13. 13. 13/126 GA DRAWBACKS • 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 limitation) • 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) GA FEATURES
  14. 14. 14/126 Why GA TRAPS • Search traffic includes both paid and not-paid • Nearly any report can be split by traffic source via drop-down menu • 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
  15. 15. 15/126 Adjacent tools • SEO: Webmaster Tools (Yandex, Google), Sitemap, Site-Auditor • 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 more) GOOGLE TOOLS
  16. 16. 16/126 EPICONE SITESCAN • Checks if GA code was broken by CMS • Recommended by Google • Only 1000 pages free — enough to catch a problem if there is one TOOLS
  17. 17. 17/126 GA FEATURES What we have on screen
  18. 18. 18/126 GA FEATURES SCREEN ZONES 1 — general account settings (including language selection) 2 — choose account 3 — choose profile for this account 4 — choose date range and time scale for chart 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, summary) 10 — drop-down to choose split parameter 11 — choose parameter (or two) to graph 12 — extra services: subscriptions, visualisations, animations, data export
  19. 19. 19/126 THREE DATA SETS Basic metrics • 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. GA FEATURES Content and Events reports have different tabs
  20. 20. 20/126 URL BUILDER Tools to generate URLs for campaigns. Use Excel to generate big lists. TOOLS
  21. 21. 21/126 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: =CONCATENATE(E1;"utm_source=google&utm_medium=cpc&utm_campaign= adwordsua&utm_term=";SUBSTITUTE(A1;" ";"_")) TOOLS
  22. 22. 22/126 TOOLS Which UTM goes where Mandatory • campaign – Campaigns reports or Campaign in drop- down • source – Source in drop-down • medium – which pie share will be added to, Medium in drop-down. There's also «Source/Medium» report (All traffic sources) Optional • term – Keywords report, Keyword in drop-down • content – Ad Versions report, Ad Content in drop-down
  23. 23. 23/126 HOW TO DEFINE GOALS • Goals work only post-data, can't apply to previously collected. • 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. TOOLS
  24. 24. 24/126 REGEXPS 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 - ? Example: ^/item/.*/order$ Includes /item/2345/order Includes /item/we2d3/order Doesn't include /item/2345/order/done TOOLS
  25. 25. 25/126 E-COMMERCE — ORDER DETAILS Includes: • Price (taxes and delivery separately) • City, region, country • SKU, title, type • Number and price of items in order GA FEATURES Reports include revenues, conversions, item types, daily sales
  26. 26. 26/126 • Not suitable for audit, just for marketing trends analysis • Ecommerce tab appears in reports E-COMMERCE GA FEATURES
  27. 27. 27/126 AUDIENCE SEGMENTATION • Most reports are viewable only for certain audience part (segment), which is defined in segment builder • Segment is viewable separately or with whole traffic. Can't see just two segments. Example: we had one campaign with different utm_campaign parameter: • vtv_yandex in Yandex, • vtv_begun in Begun and several AdWords campaigns with names like • «Persons (eng) — search» • «Persons (rus) — net». GA FEATURES Segment builder allows to combine them to get combined stats for this campaign.
  28. 28. 28/126 VIEWING REPORTS BY SEGMENTS • Segments are personal for you, other users of this account can't see them, until you share. GA FEATURES • Compare overall and «deep» traffic. Discover that teasers have only 4,73% deep visits, Begun - 12,87%, Yandex - 13,85%!
  29. 29. 29/126 REPORTS BUILDER 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. GA FEATURES
  30. 30. 30/126 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 GA FEATURES
  31. 31. 31/126 EXAMPLE USER REPORTS — LANDING PAGES VALUE GA FEATURES 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.
  32. 32. 32/126 ONE SITE — SEVERAL PROFILES • working • no-filters backup • experimental filters GA FEATURES
  33. 33. 33/126 FILTERS GA FEATURES Easiest one — not to report own office clicks: you office admins tell what addresses your office use
  34. 34. 34/126 EXAMPLE OF COMPLEX FILTER How to save original keyword Правда, есть проблема с русским языком GA FEATURES
  35. 35. 35/126 EXAMPLE OF COMPLEX FILTER — HOW TO SAVE ORIGINAL REFERRER GA FEATURES 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 Site.ru 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).
  36. 36. 36/126 WHAT TO MEASURE CLICKS not equal VISITS Example • Visit costs more — not all clicks reach site • Normal discount is 70-90% • Discount can be negative, if there's a lot of returning visits
  37. 37. 37/126 QUALITY PARAMETERS • 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 leave.. • Promo-sites can have 2pages/visit, games - 7. • More active campaign — less depth: check depth separately for new and returning visitors. WHAT TO MEASURE
  38. 38. 38/126 SCRIPT TO MEASURE TIME ON LAST PAGE WHAT TO MEASURE
  39. 39. 39/126 Which countries looked at site for how long
  40. 40. 40/126 BOUNCE RATE • Easiest way to assess traffic quality — user who open just one page, then leave site. • 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
  41. 41. 41/126 EXAMPLE — BOUNCE DEPENDS ON LANDING PAGE WHAT TO MEASURE Link leads to article or article list. Bounce differs significantly, conversion — not that much.
  42. 42. 42/126 TRAFFIC PIE PR, WOM, partnerships, direct ad buys ACTIONABLE CONCLUSIONS SEO, PPC Improve site structure and content, contests,WOM Media buys (utm_medium is unknown to GA)
  43. 43. 43/126 LANDING PAGE Many factors affect efficiency ACTIONABLE CONCLUSIONS
  44. 44. 44/126 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 searches)? ACTIONABLE CONCLUSIONS
  45. 45. 45/126 MAIN ACTIONS • Choose lowest goal price ad buys • Use search traffic quality data to adjust SEO and PPC • Rework pages which lose traffic most ACTIONABLE CONCLUSIONS
  46. 46. 46/126 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. ACTIONABLE CONCLUSIONS
  47. 47. 47/126 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 to “buy” ACTIONABLE CONCLUSIONS
  48. 48. 48/126 SIMPLIEST CHECKLIST • Add Russian search engines • Register site search • Register javascript actions and sales • Check setup via SiteScan • Register Goals • Link AdWords, AdSense accounts • Use utm-links (make sure no redirects which will drop them) TO DO
  49. 49. 49/126 HOW TO ADD SEARCH ENGINES <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var pageTracker = _gat._getTracker("UA-XXXXXXXXXXX"); pageTracker._addOrganic("mail.ru", "q"); pageTracker._addOrganic("rambler.ru", "query"); pageTracker._addOrganic("qip.ru", "query"); pageTracker._addOrganic("nigma.ru", "s"); pageTracker._addOrganic("aport.ru", "r"); pageTracker._addOrganic("blogs.yandex.ru", "text"); pageTracker._addOrganic("webalta.ru", "q"); pageTracker._addOrganic("gogo.ru", "q"); pageTracker._addOrganic("poisk.ru", "text"); pageTracker._addOrganic("km.ru", "sq"); pageTracker._addOrganic("liveinternet.ru", "ask"); pageTracker._addOrganic("gde.ru", "keywords"); pageTracker._addOrganic("quintura.ru", "request"); pageTracker._addOrganic("akavita.by", "z"); pageTracker._addOrganic("meta.ua", "q"); pageTracker._addOrganic("bigmir.net", "q"); pageTracker._addOrganic("tut.by", "query"); pageTracker._addOrganic("all.by", "query"); pageTracker._addOrganic("i.ua", "q"); pageTracker._addOrganic("online.ua", "q"); pageTracker._addOrganic("a.ua", "s"); pageTracker._addOrganic("ukr.net", "search_query"); pageTracker._addOrganic("search.com.ua", "q"); pageTracker._addOrganic("search.ua", "query"); pageTracker._addOrganic("blogsearch.google.com", "q"); pageTracker._addOrganic("images.google.com", "q"); pageTracker._trackPageview(); } catch(err) {} </script> TO DO
  50. 50. 50/126 QUESTIONS? Alex Gagin gagin@promo.ru

×