Advanced Google Analytics with Andy Crestodina - Part 3

@crestodina #DigiMegaphone
Advanced Google Analytics with
Andy Crestodina
Part 3

Which items in the navigation are
getting clicked?

1. Any small links getting clicked a lot?
2. Any big buttons getting missed?
3. Are calls to action effective?
4. What gets clicked the most in the main nav?
5. What never gets clicked in the main nav?
5 Questions to ask your Navigation Summary

“Everything you remove from a page makes
everything that’s left more prominent”

Where do visitors go from from this page?

Adding Filters
Find anything in the first column fast!

What is the top path through this website?

Behavior > Behavior Flow (explore traffic through “/”)

Actions
1. Put billboards on highways
(videos, testimonials, etc.)
2. Rebalance your navigation
3. Polish up the pages in that top path
4. Get rid of your testimonials page

Which blog posts have
the highest bounce rates?

Advanced Filters
Find anything fast!

Which blog posts are the most engaging?

Behavior > Site Content > All Pages

Actions
1. Publish more content on the
popular topics.
2. Do more to promote the low-traffic,
high value posts.
3. Turn the top posts into videos!

Which blog posts inspire action?

Behavior > Site Content > All Pages (filtered)

Conversions > Goals > Reverse Goal Path

Conversions > Goals> Reverse Goal Path > Subscribers

Pageviews Per Blog Post

Subscribers Per Blog Post

Conversion Rate Per Blog Post

source: Klipfolio Content Marketing Dashboard

Actions
1. Setup the report using Klipfolio (here)
2. Find the top converting posts
3. Drive traffic to these posts, through
social, email, internal linking, ads, etc.
4. Publish more content on these topics.

Connect your traffic champions to
your conversion champions!

What phrases are we ranking for?

Acquisition > Search Console > Queries

Acquisition > Search Console > QueriesAcquisition > Search Console > Queries

Actions
1. Find the pages. Confirm the rankings.
2. Improve the page!
Add detail, keywords, videos, images,
internal links, etc.

What phrases does that page rank for?

Acquisition > Search Console > Landing Pages

Acquisition > Search Console > Landing Pages ...drill down

Is the site working well
in every browser?

Audience > Technology > Browser & OS

Actions
1. Test the site on the browsers with
higher bounce rates.

Are visitors clicking on this carousel?

Are people reading what we’re writing?

Percent Content Consumption vs. Percent Published

Actions
1. Publish more content on those
popular topics.
2. Promote the high value content
already created.
3. Reconsider your content strategy!

Which universities
are visiting our website?

RegEx!
A quick introduction
to Regular Expressions

What’s a Regular Expression (RegEx)
A special text string for describing a search pattern.
Usually used to find things.
Do you know what *.txt means?
* is a wildcard. RegEx is wildcards on steroids.
Here’s a quick guide from LunaMetrics.

father|mother
Either of my parents
(fa|mo)ther
Either of my parents
grand?((fa|mo)ther)
Any of my parents or grandparents
((great)*grand)?((fa|mo)ther)
Parents, grandparents, great grandparents, etc.
The little “pipe” means OR

What “long tail” keyphrases
are we ranking for?

A fancy bit of RegEx...
^s*[^s]+(s+[^s]+){4,}s*$
All of the 5+ word phrases

Where are we losing people
during checkout?

Conversions > Goals > Funnel Visualization

Actions
1. Reduce number of steps.
2. Remove distractions.
3. Answer top questions earlier.

Putting it all together
Let’s combine all of our new skills!

“Which pages get the most traffic from
social media visitors?”
Interesting question...

Step 1: Go to Behavior > Site Content > All Pages

Step 2: Click on the “Secondary dimension” dropdown

Step 3: Select “Medium” (find it by searching or clicking Acquisition > Medium)

Step 4: Click to set an advanced filter (so we can filter by medium!)

Step 5: Set filter so Medium contains “social” and click Apply

Using Segments
How to find specific audiences

Saving Reports
Because they’re kinda hard to make

Sharing Reports
Don’t go it alone!

Analytics is useless!
...unless you share, make decisions and take action.

Reporting is not analysis

1. It answers questions
2. You share the insights
3. You make decisions based on those insights
4. You take action!
5. You measure the impact
Analytics is useful only if...

Adding notes in GA
These “annotations” help tell the story

There’s a story behind the data...

1. Sent an email campaign
2. Started, changed or stopped advertising
3. Press hit!
4. Changed website
5. Changed Analytics setup
5 Reasons to add Annotations

Sharing data visually
...because text is weak

“Six years ago, we didn’t have any mobile traffic.
Now 60% of our traffic is mobile.”
Text is kinda weak

Thanks, Snagit!
Use Snagit to create visuals with markup

There is more to life than
Google Analytics

The best things in life aren’t in GA

1. How to set up Google Analytics
2. How to set up event tracking using Google Tag Manager
3. How to track campaigns using the Google URL Builder
4. Content Chemistry: The Illustrated Handbook for Content
Marketing (4th edition)
Notes / videos from this presentation

1. Google Analytics Academy
2. Avinash Kaushik (Occam’s Razor)
3. Orbit Media’s Blog (Analytics section)
4. Annielytics Blog (Analytics section)
5. E-Nor’s Blog (Analytics section)
Want to learn more?

Who’s job is this
Analytics stuff?

@crestodina
Andy Crestodina
THANK YOU!

Advanced Google Analytics with Andy Crestodina - Part 3

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Advanced Google Analytics with Andy Crestodina - Part 3