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Analytics Basics


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Where to find some of the most useful reports in Google Analytics. Animations are making some slides look odd here -- accept my apologies, please, and I hope you find them useful anyway.

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Analytics Basics

  2. 2. About Us Haden Interactive builds, optimizes, and manages WordPress websites for large and small organizations on four continents. WWW.HADENINTERACTIVE.CO M Haden Interactive Address: 1337 E. Ash, Fayetteville, AR Phone: 479.966.9761 Email: 02
  3. 3. Our Team 06 Meet us here at WordCamp or at Rebecca Rosie Gideon Brittany
  4. 4. The most effective way to use analytics: find the answer to a question.
  5. 5. Example #1: A CPG Manufacturer Web traffic increases, but sales don’t. What’s up? • Identify a signal of intent to buy. • Measure increase in that signal. • Discover that only 35% of visitors have access. • This is a distribution, not a marketing issue.
  6. 6. Example #2: B2B E-Commerce Looks like bing brings big spenders. Should we optimize for bing? • Looking at big spenders shows a lot of bing users. • Looking at bing, not big spenders, doesn’t show higher conversion rates or purchases overall. • Visits from corporate centers are followed by purchases by vendors in the same city. • It’s not bing, it’s the corporation.
  7. 7. Who’s visited? Executive office of the president: Visits: 17 Unique Visitors: 12 Pageviews: 77 Visits: 29 Unique Visitors: 23 Pageviews: 139 Visits: 336 Unique Visitors: 70 Pageviews: 1,939 Example #3: Thought Leader Are we influencing people, or just getting traffic? How do we know? We can say confidently: this is not typical.
  8. 8. With no question, we often just look for good news.
  9. 9. 1.Come up with a question – something you’d like to know about your website. 2.As we look at reports, decide which reports might give you the answer. What’s Your Question?
  10. 10. Major Reports There are 4 primary reports and each has a lot of sub-reports
  11. 11. Audience Reports
  12. 12. Overview
  13. 13. Sessions, Users, Pageviews
  14. 14. Miles, Jorge, Lucy, and Svetlana visited Each of the men visited twice and looked at three pages each time, while each of the women visited three times and looked at one page each time. Svetlana looked at the same page each time, while Lucy looked at a different page on each visit. How many Pageviews did receive? 18 Check Understanding
  15. 15. User Explorer
  16. 16. Demographics
  17. 17. Interests
  18. 18. Geo Language
  19. 19. Geo Location
  20. 20. Overview All Traffic AdWords Search Console Landing Pages Countries Devices Queries Social Campaigns Acquisition Reports
  21. 21. Traffic Sources
  22. 22. Source and Medium
  23. 23. Landing Pages Report
  24. 24. Query Report
  25. 25. Overview Behavior Flow Site Content Site Speed Site Search Events Publisher Experiments In-Page Analytics Behavior
  26. 26. Behavior Flow Report
  27. 27. Site Content> All Pages
  28. 28. Conversions Reports You must set up goals in order to see any of these reports.
  29. 29. Goals
  30. 30. Top Conversion Paths
  31. 31. • Identify a customer behavior. • Identify an online action that shows the behavior or a sign of intention. • Make sure your website offers a way to track the behavior: • A URL visited • A length of time on site. • An item downloaded. • Set up a goal in Google Analytics. Once you identify a goal…
  32. 32. Set up a goal in Google Analytics
  33. 33. Describe your goal
  34. 34. Add goal details and create goal
  35. 35. Segments
  36. 36. Set up a segment
  37. 37. Once you get to know what’s happening at your website, you can improve your website. •Make changes at the website to encourage the behaviors we want to increase. •Fix areas of confusion or abandonment. •Use what we learn about visitor acquisition to make the best allocation of resources. Continue to monitor and respond, because things change. Then what?