Google Analytics provides an ocean of data that can be sifted through to the point of being overwhelmed with information and uncertain of what to change first. Our strategy is to pick out data that we want to observe and then look for what we want to fix. This is a list of our favorites.

1. Google Analytics
ADDING METHOD TO MADNESS

2. Google Analytics provides an ocean of data
that can be sifted through to the point of
being overwhelmed with information and
uncertain of what to change first. Our
strategy is to pick out data that we want to
observe and then look for what we want to
fix. This is a list of our favorites.
INNOVATIVE COMMUNICATIONS

3. METRICS,
ANALYTICS,
+ REPORTING

4. GOOGLE
ANALYTICS

5. AUDIENCE
CHARACTERISTICS+BEHAVIOR
Operating
System
+ Browser
Flow
Visualization
PC or Mac? Chrome or Firefox? The Browser / OS report shows
you what people are using to view your site to make smarter
decisions about site layout and design.
Flow Visualization reports let you see and analyze the path a
visitor takes through your site. See where they came from, the
pages they moved through, and where they exited your site.

6. CHARACTERISTICS+BEHAVIOR
Map Overlay
Social Reports
With a clear map view and visitor stats broken down by
continent, country and city, you can understand the real origins
of your traffic and find the best places to invest for new
opportunities.
The social media revolution is maturing. Social reports show
you the impact that social media has on your business goals
and conversions. Integrated web and social data offers a
holistic view of your content and community.
AUDIENCE

7. CHARACTERISTICS+BEHAVIOR
Traffic Sources
How do people find your site? Traffic Sources evaluates the
effectiveness of your referrals, direct traffic, organic search
keywords, and advertising campaigns.
AUDIENCE

8. STATISTICS ARE LIKE BIKINIS.
WHAT THEY REVEAL IS
SUGGESTIVE. WHAT THEY
CONCEAL IS VITAL.”
+AARON LEVENSTEIN
“

9. SITE
PERFORMANCE
Alerts +
Intelligence
Events
Event Tracking
Google Analytics monitors your website's traffic to
detect significant statistical variations, then generates
alerts called Intelligence Events when they occur. A
closer look will bring you insights you might have
missed — for example, a spike in traffic from a
particular city or referring site.
How do visitors actually interact with your pages?
Event Tracking measures activities like downloads,
video plays, and AJAX embedded elements.

10. SITE
PERFORMANCE
In-Page Analytics
Site Search
In-Page Analytics shows how users really interact with
your pages. To make analysis easier, Google Analytics
includes a variety of charts to display information just
as you want to see it.
When visitors can’t find what they want on your site,
they search. Site Search reporting in Google Analytics
helps you see what your visitors are really looking for,
missed opportunities, and speed up time to
conversion.

11. SITE
PERFORMANCE
Site-Speed
Analysis
A slow-loading website is more than a frustration: it can
hurt your ad sales and search rank. The Site Speed report
shows you load times across your site to help fix slow pages
and make your visitors happier.

12. ANALYSIS
+ TESTING
Content
Experiments
Real-time
Reporting
Test variations of pages and learn which designs bring
you the most conversions.
See how many people are on your site right now,
where they came from, and what they're viewing. With
real-time reporting, you'll know which new content is
popular, how much traffic today's new promotion is
driving to your site, and which tweets and blog posts
draw the best results.

13. PRODUCT
INTEGRATIONS
Google AdWords
Google Display
Network
Google Analytics can imports AdWords data seamlessly, to
bring crucial information about what visitors do after they've
clicked on your ad. This provides deeper insights into how
your ads and campaigns are performing.
Integration with the Google Display Network (GDN) means you
can use AdWords to create and manage campaigns and then
insert Google Analytics tags on GDN marketing campaigns to
measure success. Also, linked your accounts to see your GDN
campaign data within Google Analytics.

14. WHAT GETS
MEASURED, GETS
MANAGED.”
+PETER DRUCKER
“

15. ADVERTISING +
CAMPAIGN PERFORMANCE
Advertising
Reports
Campaign
Measurement
How well are your advertising dollars working? Ad reports for search,
display, social, email and more reveal conversion rates and returns
across all digital channels. Take your analysis a step further with
AdWords integrations for mobile and display campaigns.
See which of your marketing campaigns are really paying off with
this detailed real-time report. Engagement and conversion activity
are included for any link you tag (even on email and banners) and
can be segmented by channel. Offline campaigns that send users to
your site can also be measured.

16. ADVERTISING +
CAMPAIGN PERFORMANCE
Mobile Ads
Measurement
Remarketing
Running mobile ads or using mobile apps? Google Analytics can
help follow the special performance issues and trends for both.
Break down data by device, then optimize using metrics like time-on-
site, bounce rate and conversion rate.
Find customers who have shown an interest in your products and
services, then show them relevant ads for those same products as
they surf the web, thanks to integration with the Google Display
Network.

17. ADVERTISING +
CAMPAIGN PERFORMANCE
Search Engine
Optimization
The Search Engine Optimization (SEO) reports in
Google Analytics help you understand how Google
Web Search queries led visitors to your site.

18. IN GOD WE TRUST,
ALL OTHERS MUST
BRING DATA.”
+W. EDWARD DEMING
“

19. SALES
+ CONVERSIONS
Goals
Goal Flow
Measure your sales, downloads, video plays, conversions... or define
your own business goals. Tailored reporting to suit what you want
to achieve and find the visitor actions most likely to help you meet
your objectives.
See why visitors love your site… or don’t. Visitor conversion paths
show you where they enter, where they get stuck, and where they
leave. You'll see the strengths and weaknesses in your site
navigation, and learn where adjustments are needed to your site
and your marketing plan.

20. SALES
+ CONVERSIONS
Multi-Channel
Funnels
Don't just measure the last click before a sale. Multi-Channel
Funnels shows you the impact of all your digital marketing activities:
search, display, social, affiliates, email, and more. As you learn how
different channels impact the customer journey, you can make your
marketing programs even stronger.

21. CONCLUSION

22. Our goal is to create iterative
improvements to our client’s websites and
marketing materials. We start by
identifying which metrics they view as the
Key Performance Indicators and use those
as the baseline to determine success.
STRATEGY BEFORE DESIGN.

23. LIONANDPANDA.COM