Advanced Google Analytics with Andy Crestodina - Part 1

@crestodina
Andy Crestodina
ADVANCED GOOGLE ANALYTICS WITH
Andy Crestodina
Part 1
#DigiMegaphone

@crestodina #DigiMegaphone
source: Orbit Media
94.6%of top marketing sites use
Google Analytics

source: Orbit Media
25%of Orbit clients
have Analytics set up properly

How Google Analytics Works
Javascript and Cookies

How Google Analytics works

1. No cookie? No data
2. JavaScript disabled? No data
3. Time on page? Or time on tab?
4. Same device, different user
5. Same user, different device / browser
When it doesn’t work

Basic issues with GA

First Touch Deep Dive Purchase Purchase Loyalty
This can be a problem...

@crestodina #DigiMegaphone@crestodina • #CMWorld
URL problems...

URL problems...

The click doesn’t count!
Carousel / slideshow advancing
Anchor/jump links
Rollover content
Dropdowns expanding
Offsite links / social media buttons
Social sharing buttons
Video plays
Livechat interactions
Embedded map interactions
Tabs
Filters
Scrolling
Comment / review submission
Mailto: links
PDF, PPT, Word downloads
Lightbox interactions

Filter out traffic from yourself
...you are not your target audience

Exclude traffic from robots
...because they never convert

Are there robots in my Analytics?

These referring sites look strange...

How to exclude
traffic from robots

Setting up goals
...because GA doesn’t know
what success looks like.

1. Leads
2. Subscribers
3. Ecommerce Customers
4. Event Registrants
5. Donors
5 types of conversions...

Thank you messages
...not good for Analytics

Email links
...not good for Analytics

Forms / thank you pages
...perfect for Analytics

Thank you!
Forms / thank you pages
...perfect for Analytics

Subscribers from ‘Thank You’ page

What about event tracking?
That’ll work, right?

Remember those
“non-pageview”
interactions?
...they are trackable

source: Orbit Media
41.4%of top marketing sites use
Google Tag Manager

...so let’s use thank you pages
...because that was kinda rough.

1. They see a Thank You page (additional messaging)
2. They get an auto-response email
3. Sends an email notification to you
4. Saves to database or CRM
5. Records as a conversion in Analytics
5 Things that happen when visitors submit...

Subscribers from ‘Thank You’ page
62

Remove every dead end from
your website

The Goals reportThe Goals report

The All Pages report ...with page values

The Funnel Visualization report

Where you visitors are
coming from

The Channels report ...with conversion rates

1 in 3marketers don’t know
which tactic has the biggest impact

1. Add “social proof” to your top pages
2. Make sure every page has a call to action
3. Add people and personality
4. Use short, simple forms
5. Answer visitors’ top questions
5 Tips for better conversion rates

7 Things to add to your testimonials

Campaign Tracking Code
Where are your email visitors hiding?

There they are!!
Where are my email visitors?

Medium
broadest origin of traffic
cpc
Source
Specific (branded) origin of traffic
facebook
Campaign Name
Specific marketing effort
spring_sale
Campaign tracking for a FB ad...

Medium
email
Source
mailchimp
Campaign Name
april_newsletter
Campaign tracking for an email newsletter

Medium
cpm
Source
twitter
Campaign Name
event_registration
Campaign tracking for Twitter campaign

Never add campaign tracking
code to internal links

Advanced Google Analytics with Andy Crestodina - Part 1

More Related Content

What's hot

Similar to Advanced Google Analytics with Andy Crestodina - Part 1

More from Digital Megaphone

Recently uploaded

Advanced Google Analytics with Andy Crestodina - Part 1