SlideShare a Scribd company logo
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
10 QUESTIONS ENTREPRENEURS
NEED TO ASK THEIR ANALYTICS
Annie Cushing Annielytics.com
@AnnieCushing annielytics.com
TOOLS DOC: BIT.LY/TONS-OF-TOOLS
@AnnieCushing annielytics.com
TOOLS DOC: BIT.LY/AUDIT-CHECKLIST
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
TIP: LOWERCASE BITLY URLS
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
1. WHICH MARKETING CHANNELS
ARE YOUR UNSUNG HEROES?
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
LET’S TALK LAST-CLICK ATTRIBUTION
@AnnieCushing annielytics.com
SOCIAL
@AnnieCushing annielytics.com
SOCIAL ORGANIC
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL CPC
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL CPC
$100 credit
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
LET’S TALK MULTI-CLICK ATTRIBUTION
@AnnieCushing annielytics.com
SOCIAL ORGANIC EMAIL CPC
$25 credit$25 credit$25 credit$25 credit
@AnnieCushing annielytics.com
LAST-CLICK ATTRIBUTION TRAVESTY
@AnnieCushing annielytics.com
MULTI-CHANNEL FUNNELS APPROACH
@AnnieCushing annielytics.com
Life doesn’t lend itself to
LAST CLICK
@AnnieCushing annielytics.com
LAST CLICK AND THE DUGGARS
@AnnieCushing annielytics.com
THANKS A LOT, JOSIE …
@AnnieCushing annielytics.com
ASSISTED CONVERSIONS REPORT
@AnnieCushing annielytics.com
COUPLE RECOMMENDED CHANGES
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
577%
@AnnieCushing annielytics.com
IMPACT OF ASSISTED CONVERSIONS
@AnnieCushing annielytics.com
FIX: BIT.LY/GA-CAMPAIGN-TAGGING
@AnnieCushing annielytics.com
GINORMOUS CAVEAT
MCF CHANNELS
≠
STANDARD CHANNELS
@AnnieCushing annielytics.com
GOOGLE’S GOOD OL’ BOY SYSTEM
@AnnieCushing annielytics.com
DIRECT DONATED ITS CONVERSIONS
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
2. WHERE DO YOUR BEST LINKS
COME FROM?
@AnnieCushing annielytics.com
NO STANDARD REPORTS FOR THE JOB
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
NEW(ISH) FULL REFERRER DIMENSION
@AnnieCushing annielytics.com
SOME SOURCES DON’T HAVE FULL URL
@AnnieCushing annielytics.com
GET REPORT: BIT.LY/REFERRING-URLS
@AnnieCushing annielytics.com
CRITICAL RESOURCE: BIT.LY/API-HELP
@AnnieCushing annielytics.com
VIDEO: BIT.LY/CUSTOM-GA-REPORTS
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
3. WHAT DO VISITORS SEARCH
YOUR SITE FOR?
@AnnieCushing annielytics.com
SITE SEARCH: VISITORS’ WISHLIST
@AnnieCushing annielytics.com
SEARCH TERMS REPORT
@AnnieCushing annielytics.com
SIGNS SITE SEARCH IS EFFECTIVE
@AnnieCushing annielytics.com
HOW TO SET IT UP
@AnnieCushing annielytics.com
ADMIN > VIEW > VIEW SETTINGS
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
4. HOW MANY PAGES DOES IT TAKE
TO CONVERT?
@AnnieCushing annielytics.com
DAYS / VISITS TO PURCHASE EASIER
@AnnieCushing annielytics.com
WE’LL HAVE TO GET A LITTLE FANCY
@AnnieCushing annielytics.com
APPLY AN ADVANCED SEGMENT
1
2
3
@AnnieCushing annielytics.com
ANALYZE VISITS THAT CONVERTED
7,686/1,017 =
7.5 pgs to convert
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
YOU MIGHT HAVE A CRO ISSUE IF …
21,602/595 =
37 pgs to convert
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
5. SHOULD YOU CONSIDER GOING
RESPONSIVE?
@AnnieCushing annielytics.com
REPORT DRILLDOWN
Device Category
Landing Page
@AnnieCushing annielytics.com
REPORT: BIT.LY/MOBILE-GA-REPORT
@AnnieCushing annielytics.com
MY TOP MOBILE PAGES
@AnnieCushing annielytics.com
YEAH, I SUCK …
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
6. ARE YOU TAGGING ALL OF YOUR
EMAILS?
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
1. DESKTOP APPS DON’T PASS REFERER DATA
@AnnieCushing annielytics.com
DESKTOP APPS: NO REFERER DATA
@AnnieCushing annielytics.com
THESE FILES ARE HEADLESS
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
2. SECURE WEB MAIL PROVIDERS DON’T PASS
REFERER DATA
@AnnieCushing annielytics.com
YAHOO IS LAME NON-SECURE
@AnnieCushing annielytics.com
CONFIRM WITH BOOKMARKLET
@AnnieCushing annielytics.com
SECURE EMAIL A DIFFERENT STORY
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
BIT.LY/BROWSER-BOOKMARKLET
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
3. MOBILE DOESN’T PASS MUCH (MOST?) DATA
@AnnieCushing annielytics.com
@AnnieCushing annielytics.com
This client definitely isn’t tagging all emails
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
7. WHAT ARE YOUR TOP-PERFORMING
PRODUCT CATEGORIES?
@AnnieCushing annielytics.com
DEFAULT REPORT IS PRODUCT
@AnnieCushing annielytics.com
PRODUCT CATEGORY AGGREGATES
@AnnieCushing annielytics.com
MAKE SURE CATEGORIES MAKE SENSE
These are stain colors, not
product categories
@AnnieCushing annielytics.com
CUSTOMIZE: BIT.LY/GA-CATEGORIES
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
8. SHOULD YOUR SITE GO MULTI-
LINGUAL / -NATIONAL?
@AnnieCushing annielytics.com
CHECK VISITOR COUNTRIES
@AnnieCushing annielytics.com
… AND BROWSER LANGUAGES
@AnnieCushing annielytics.com
CODES: BIT.LY/LANGUAGE-CODES
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
9. WHICH COMPETITORS ARE
STALKING YOU?
@AnnieCushing annielytics.com
IMPORTANT DISTINCTION
@AnnieCushing annielytics.com
SECONDARY WHUH?
@AnnieCushing annielytics.com
REPORT: BIT.LYNETWORK-PROVIDERS
@AnnieCushing annielytics.com
CAN ALSO CHECK FOR .GOV VISITS
@AnnieCushing annielytics.com
AND VISITS FROM COLLEGES
@AnnieCushing annielytics.com
GROUP THEM WITH A SEGMENT
@AnnieCushing annielytics.com
CREATE AN ADVANCED SEGMENT
@AnnieCushing annielytics.com
THEN APPLY TO NETWORK REPORT
@AnnieCushing annielytics.com
CAN EVEN VIEW LANDING PAGES
@AnnieCushing annielytics.com@AnnieCushing annielytics.com
10. ARE SITES SCRAPING YOUR SITE?
@AnnieCushing annielytics.com
SCRAPERS DON’T REMOVE GA CODE
@AnnieCushing annielytics.com
LEARN MORE
@AnnieCushing annielytics.com
LINKS: BIT.LY/MICROCONF-BUNDLE
@AnnieCushing annielytics.com
SLIDESHARE: BIT.LY/GA-QUESTIONS
@AnnieCushing annielytics.com

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10 Questions Entrepreneurs Need to Ask Their Analytics

Editor's Notes

  1. This was the original Blue Man Group
  2. You can customize your attribution models.
  3. Don’t talk about it not belonging here yet.