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Pub355W: Google Analytics & What the Data Can Tell You
Google Analytics is a free tool that allows publishers to measure website traffic, conversions, and visitor behavior. It provides insights into how visitors arrive on the site and what actions they take through metrics related to acquisition, behavior, content, social media, mobile usage, and conversions. The presentation emphasized using ABC metrics in Google Analytics - acquisition, activation, retention, referral, and revenue - to understand website performance and drive actionable insights. Case studies were provided on how one publisher leveraged different Google Analytics metrics and reports to improve their marketing strategies and content over time.
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Pub355W: Google Analytics & What the Data Can Tell You
- 1. Google Analytics forPublishers presented October 18, 2013 Monique Sherrett monique@boxcarmarketing.com 604-732-6467 Friday, 18 October, 13
- 2. What Is GoogleAnalytics? A free tool that lets you measure sales and conversions on your website, as well as provides insights into how visitors arrived on your site and what they do on the site. Think about data tracking in terms of ABCs • Acquistion: How do people find the site? Where do they come from? Location? Device? Which sources of traffic are higher quality? What are the best marketing channels? • Behaviour • Content: What parts of the site is performing well, which page are most popular? • Social: How visitors interact with sharing features on the site or engage with content across social networks like Twitter and Facebook • Mobile: How do mobile visitors to the site perform in comparison to desktop visitors • Conversions: Non-ecommerce—How many visitors complete a desired goal like download an excerpt, sign up for a newsletter, register for a webinar, or take some revenue-generating action like make a purchase. Friday, 18 October, 13
- 3. Google Analytics Is… <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-11907108-5']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script> Friday, 18 October, 13
- 4. ABC Metrics AreActionable Acquisition Activation Retention Referral Revenue Friday, 18 October, 13
- 5. ABC Metrics AreActionable Acquisition Activation Retention Referral Revenue Friday, 18 October, 13 Acquisition: Where do Visitors come from?
- 6. ABC Metrics AreActionable Acquisition Acquisition: Where do Visitors come from? Activation Retention Referral Revenue Friday, 18 October, 13 Behaviour: What do they do on the site? Do they find it useful?
- 7. ABC Metrics AreActionable Acquisition Acquisition: Where do Visitors come from? Activation Retention Behaviour: What do they do on the site? Do they find it useful? Referral Revenue Friday, 18 October, 13 Conversion: What actions lead to or influence revenue?
- 8. Let’s Look atGoogle Analytics Friday, 18 October, 13
- 9. Goals vs. Events Goals Thereis a distinct path or visitor flow through a series of tasks. For example: Events There is NO distinct path, no change of URLs, but there is a task or action taken. 1. 2. 3. 4. Click on a Submit button and a pop-up “Thank You” message appears. View Shopping Cart Enter Shipping & Billing Info Confirm the Order Success: the Thank You page. < OR > Click on link or button that takes the visitor to another website. Friday, 18 October, 13
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- 13. Do your analyticsreports drive action? General Metrics Website traffic (traffic coming to the site) Number of incoming links (sites sending traffic, referral traffic) Social media engagement: Twitter, Video, Facebook, Blog Actionable Metrics If you’re paying for traffic, is it working? If you’re doing outreach, which sites are most valuable? If you’re spending time on marketing activities, which perform best? Friday, 18 October, 13
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- 15. There are 2things we like to measure: Friday, 18 October, 13
- 16. There are 2things we like to measure: Sales Friday, 18 October, 13
- 17. There are 2things we like to measure: Things that lead to sales Sales Friday, 18 October, 13
- 18. Things that leadto sales Twitter Followers Customer Feedback RTs Facebook Fans Email Opens Website Visitors Press Mentions Sales Friday, 18 October, 13
- 19. Things that leadto sales Acquisition Activation Retention Referral Sales Friday, 18 October, 13
- 20. Things that leadto sales Acquisition Website Visitors, time on site Activation Retention Referral Sales Friday, 18 October, 13
- 21. Things that leadto sales Acquisition Website Visitors, time on site Activation Number of pageviews, repeat visits, subscription (email, blog), account sign-up (profile data), Fan/Follower Retention Referral Sales Friday, 18 October, 13
- 22. Things that leadto sales Acquisition Website Visitors, time on site Activation Number of pageviews, repeat visits, subscription (email, blog), account sign-up (profile data), Fan/Follower Retention Email Opens, Click-throughs, Repeat visits Referral Sales Friday, 18 October, 13
- 23. Things that leadto sales Acquisition Website Visitors, time on site Activation Number of pageviews, repeat visits, subscription (email, blog), account sign-up (profile data), Fan/Follower Retention Email Opens, Click-throughs, Repeat visits Referral Press Mention, RT, Refers 1+visitors to the site; Refers 1+ visitors who activate Sales Friday, 18 October, 13
- 24. 49th Shelf -Grid View Goals Raise awareness of Canadian books & authors Marketing Actions Create original content (www & smm) Curate lists and blog content Encourage sales Desired Audience Response Visits to site KPIs # visits to site Active conversation about Canadian click through rates on smm links books and authors (comments, # comments, likes, shares, lists, user-created lists, shares) members Book sales click through rates on buy links BookNet sales data Friday, 18 October, 13
- 25. 49th Shelf -Grid View Goals Raise awareness of Canadian books & authors Marketing Actions Create original content (www & smm) Curate lists and blog content Encourage sales Desired Audience Response Visits to site KPIs # visits to site Active conversation about Canadian click through rates on smm links books and authors (comments, # comments, likes, shares, lists, user-created lists, shares) members Book sales click through rates on buy links BookNet sales data Raise awareness of Canadian books & authors Actively manage social media profiles. Read our stuff, visit often # pageviews of blog content Follow links on smm to www # pageviews of book detail pages Mix of content, 20% link to www Join, comment, like and share ratio of new to repeat visitors Encourage membership via smm User-generated content Activation: # new members each month, # comments Encourage comments, likes and shares Open the email % of referral traffic; # visitors via smm; # visitors via links Retention: % return visitors, # email opens Regular email newsletter to drive traffic to www Referral: # new incoming links per month, # shares Outreach around key campaigns & original content to generate incoming links and shares CTR smm and email Include Buy links on all titles and with promotions # exits via Buy Acquisition: drive #/% traffic from smm to www Revenue: % of total traffic that exits via Buy links, # Buy clicks Friday, 18 October, 13 Buy # referral visitors who convert (join, signup) open rate email # shares to posts on smm
- 26. Month over Month:Top Reporting Metrics Acquisition How do we acquire visitors? If paid traffic, is it working? Activation Retention Referral What behaviour do they engage in? If outreach, what sites are most valuable? Revenue How many conversions? If time on marketing activities, which perform best? Friday, 18 October, 13 Total Visits, month over month, % Visit Sources, location Visits by Social Media Channel Pages/Visit Bounce rate Average time on site % repeat visits Non-revenue activities: i.e., Visit product pages Sign up for newsletter Enter a contest Exit via social media links Goal Funnel > Visits with conversion Lead Generation Conversion Rate Number of purchases Conversions by Channel
- 27. Acquisition • 161.01% increasein visits starting in Fall 2011 season • Where did those visits came from: Direct, Google, Paid, Facebook • If Paid, what’s the Cost per Click? Friday, 18 October, 13
- 28. Acquisition via Advertising:Cost per Click • Pay per Click (PPC) advertising • Cost per Click (CPC) is the amount you pay each time someone clicks your ad • If you spend $5,000 on ads and get 10,000 clicks, this is a CPC of $0.50 Cost ÷ Clicks = CPC $5,000 ÷ 10,000 = $0.50 Friday, 18 October, 13
- 29. Behaviour • 30 daysbefore a launch is when visitor traffic starts to increase. • 1 week before launch night is the sharpest increase • As expected, the top content pages during each spike are for the featured title Friday, 18 October, 13
- 30. Conversions • Traffic totickets page follows similar patterns to the total visits. • 1.59% ecommerce rate (orders/visits) • New Visitors generate 97% of transactions, Repeat Visitors only 3% Friday, 18 October, 13
- 31. Conversion Rate % ofvisitors who convert to a desired action: buy, sign-up, download In ecommerce, it refers to the percentage of Visits that convert to Orders Number of Orders ÷ Number of Visits = Conversion Rate (E-commerce) As an example, a website that generated $100,000 of sales through 2,000 orders in a month with 40,000 visits, has an Average Order Value of $50 and Conversion Rate of 5% (which is quite high): $100,000 ÷ 2,000 = $50 AOV 2,000 ÷ 40,000 = 0.05 = 5% CR This means that 5 out of 100 visits turn into an average of $50 revenue This can then be used to project revenue for a campaign aimed at generating another 5,000 visits, in the following manner: Number of Visits × CR × AOV = Projected Revenue 5,000 × 5% × $50 = 250 × $50 = $12,500 Friday, 18 October, 13
- 32. Quiz • Imagine you’rerunning an online advertising campaign promoting a bestselling novel. • The goal is 2,000 pre-orders. • The cost of the book is $29.99 • You’ve spent $5,000 on ads. • Your ads have received 400,000 impressions and generated 200 pre-orders to date. • What is the conversion rate for pre-orders from this ad campaign? • What is the net income (total revenue - expenses) this ad campaign generated? Friday, 18 October, 13
- 33. Budgets, Costs andTime • Approximately 2 hours per channel per week in maintenance mode • 50-100 hours for a 2-week contest or in active campaign mode • $200 for contest badge or ad • Facebook contest using Antavo, $500 (extra for promotion) • Facebook ads, est. $1000-5000 • Media release Newswire.ca, est. $300-600 • Publicity $3-5000 per city • Landing page: $1500-4000 • Microsite: design $2500, programming Wordpress $5-7000 • Display Ads on blogs: per ad $750-1500+ • Video: $3-5000 Friday, 18 October, 13
- 34. Merchandizing Program: MajorRetailers Automatic: 3-4% net, (some chains it’s 5-7% list + mark down support) Manual: • Category promotion: $1500 • Seasonal Booklists: $500 • New & Notable (w/in 60 days of pub): $1500 • Paperback Picks (w/in 60 days of pub): $500 • Single Title Campaign: $7500 • Spotlight: 100+ • Email Blast: $4500 • Exclusive Landing Page, Books Homepage (1 week): $10-20,000 Friday, 18 October, 13
- 35. Readings: http://pub355.wordpress.com/schedule/ Boxcar Marketing,“Measuring Your Social Media Marketing: KPIs for Product & Brand Awareness,” http://www.boxcarmarketing.com/blog/item/measuring-your-socialmedia-marketing-kpis-for-product-brand-awareness/ Boxcar Marketing, “Internet Marketing: How To Measure Success,” http:// www.boxcarmarketing.com/blog/item/internet-marketing-how-to-measure-success/ Friday, 18 October, 13
- 36. Assignment—15%: 2-4 Pages.Due Oct 25. Choose 1 of the 2 titles and write a marketing plan for a holiday promotion. In general: You want to get coverage for the book online and offline; you want sales. Figure out who audience is for the book in order to figure out what marketing activities are best. This is draft 1. In draft 2, you’ll • Include your Persona worksheet (revise as needed) • Provide examples (Pitch letter, tweets, ads, etc). • Provide a grid view Please use this worksheet: http://bit.ly/7Sentence-Pub355W Friday, 18 October, 13
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- 38. In Class Friday, 18October, 13