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Understanding Your Customers 
Through Google Analytics 
1 @Moz @AlysonMurphy
2 
Okay, so… Let’s look at our customers in 
Google Analytics 
#DEast14 @AlysonMurphy
THAT’S A LOT OF REPORTS! 
3 #DEast14 @AlysonMurphy 
bit.ly/photo-source-wow
Alyson, I’ve got this. 
4 #DEast14 @AlysonMurphy
5 
The New vs Returning Report 
50% New 
50% Repeat 
#DEast14 @AlysonMurphy 
Lower Bounce 
Rate for 
Returning
That’s cool. 
But so what? 
6 #DEast14 @AlysonMurphy 
bit.ly/photo-source-tiger
You can describe the basics 
with the basic reports, 
but let’s make it actionable! 
7 #DEast14 @AlysonMurphy
8 #DEast14 @AlysonMurphy
Let’s back up a step 
9 #DEast14 @AlysonMurphy
To understand your customers, 
You must first understand yourself. 
10 #DEast14 @AlysonMurphy
Let’s map out your 
objectives 
11 #DEast14 @AlysonMurphy
Why does your company exist? 
12 #DEast14 @AlysonMurphy
13 
At Moz, we create software to help 
companies get visibility on the internet. 
#DEast14 @AlysonMurphy
We want our customers 
to use our tools successfully… 
But how do they get there? 
14 #DEast14 @AlysonMurphy
15 
Primary Goals for our Customers 
#DEast14 @AlysonMurphy
16 
Tackle the Primary Goals 
1. Set up a Goal. 
2. Set up the Funnel. 
3. Look at the Report. 
4. Make it Actionable. 
#DEast14 @AlysonMurphy
17 
Tackle the Primary Goals 
1. Set up a Goal. 
2. Set up the Funnel. 
3. Look at the Report. 
4. Make it Actionable. 
#DEast14 @AlysonMurphy
1 
18 #DEast14 @AlysonMurphy 
2
19 #DEast14 @AlysonMurphy
1 
2 
3 
20 #DEast14 @AlysonMurphy
21 #DEast14 @AlysonMurphy 
bit.ly/ 
RegEx-helper 
1 
2 
3
22 
Tackle the Primary Goals 
1. Set up a Goal. 
2. Set up the Funnel. 
3. Look at the Report. 
4. Make it Actionable. 
#DEast14 @AlysonMurphy
1 
2 
3 
4 
5 
23 #DEast14 @AlysonMurphy
24 #DEast14 @AlysonMurphy 
bit.ly/ 
funnel-problems
Now let’s make this actionable. 
25 #DEast14 @AlysonMurphy
Segment 
Segment 
Segment 
26 #DEast14 @AlysonMurphy
Bad News 
Can’t Directly 
Segment the Funnel 
27 #DEast14 @AlysonMurphy
Good News 
We can still get an 
actionable report 
28 #DEast14 @AlysonMurphy
29 
Segment on Marketing Campaign 
1. Go to the Campaigns report. 
2. Build segments. 
3. Build report in Google Spreadsheet. 
#DEast14 @AlysonMurphy
30 
Segment Design 
Got to Product Pg Got to Product Pg, 
Got to Checkout 
#DEast14 @AlysonMurphy 
Not further 
Got to Checkout, 
Not further 
Made it all the way
31 
Segment Design 
1 2 3 4 5 
Got all 
the way 
Got to 
Checkout 
Got to 
Product 
Pg 
Got to 
Checkout, 
Not further 
#DEast14 @AlysonMurphy 
Got to 
Product Pg, 
Not further 
Product 
Page + + + + + 
Checkout 
Page + + + - 
Free Trial 
Sign Up + - -
32 
Segment Design 
1 
Got all 
the way 
Got to 
Checkout 
Got to 
Product 
Pg 
Got to 
Checkout, 
Not further 
#DEast14 @AlysonMurphy 
Got to 
Product Pg, 
Not further 
Product 
Page + 
Checkout 
Page + 
Free Trial 
Sign Up +
1 
2 
3 
33 #DEast14 @AlysonMurphy
1 
34 #DEast14 @AlysonMurphy
1 
2 
3 
4 
35 #DEast14 @AlysonMurphy
2 1 
36 #DEast14 @AlysonMurphy
37 
Segment Design 
Got all 
the way 
Got to 
Checkout 
Got to 
Product 
Pg 
Got to 
Checkout, 
Not further 
#DEast14 @AlysonMurphy 
Got to 
Product Pg, 
Not further 
Product 
Page + 
Checkout 
Page + 
Free Trial 
Sign Up 
2
Pro-tip 
Cheat! 
Copy and alter segments 
38 #DEast14 @AlysonMurphy
1 
39 #DEast14 @AlysonMurphy 
2 
3
1 
2 
Rename 
Get rid of 
this step 
40 #DEast14 @AlysonMurphy
41 #DEast14 @AlysonMurphy
42 
Segment Design 
Got all 
the way 
Got to 
Checkout 
Got to 
Product 
Pg 
4 
Got to 
Checkout, 
Not further 
#DEast14 @AlysonMurphy 
Got to 
Product Pg, 
Not further 
Product 
Page + 
Checkout 
Page + 
Free Trial 
Sign Up -
Repeat the Cheat! 
Copy and alter the segment 
43 #DEast14 @AlysonMurphy
1 
2 
3 
44 #DEast14 @AlysonMurphy
Whew! 
That was a lot of segments. 
45 #DEast14 @AlysonMurphy
Now let’s look at the report 
46 #DEast14 @AlysonMurphy
1 
47 #DEast14 @AlysonMurphy 
bit.ly/ 
utm-codes
If you are going to look at it once, 
Pull those numbers into Excel. 
48 #DEast14 @AlysonMurphy
If you want to report over time, 
That’s a big pain. 
49 #DEast14 @AlysonMurphy
Good News 
There is a Google 
Spreadsheet add-on 
50 #DEast14 @AlysonMurphy
51 
Google Spreadsheet Add-on 
1. Go to bit.ly/ga-addon 
2. Install the Add-on 
3. Grant permissions 
#DEast14 @AlysonMurphy
52 
Google Spreadsheet Add-on 
4. Go to drive.google.com 
5. Create a new spreadsheet 
1 
2 
#DEast14 @AlysonMurphy
53 
Google Spreadsheet Add-on 
6. Go to Add-on Menu 
7. Create new report 
#DEast14 @AlysonMurphy 
1 
2
54 
Google Spreadsheet Add-on 
8. Name your report 
9. Select account info 
#DEast14 @AlysonMurphy
55 
Google Spreadsheet Add-on 
10. Select metrics 
#DEast14 @AlysonMurphy
56 
Google Spreadsheet Add-on 
1 Add dates 
2 Change XX 
#DEast14 @AlysonMurphy 
to Goal # 
(18)
57 
Google Spreadsheet Add-on 
IS 
FOLLOWED 
BY 
#DEast14 @AlysonMurphy 
bit.ly/ga-segments-1 
bit.ly/ga-segments-2
Rinse and repeat 
with your other segments 
58 #DEast14 @AlysonMurphy
59 
Example Report 
#DEast14 @AlysonMurphy
60 
Example Report 
#DEast14 @AlysonMurphy 
Why so low? 
- Not trying to 
sell with email 
Why so different? 
- Need to improve 
Landing Pages
Rinse and repeat 
with other 
segments types 
61 #DEast14 @AlysonMurphy 
bit.ly/photo-source-dog-pool
Rinse and repeat 
with other 
business objectives 
62 #DEast14 @AlysonMurphy
GET TO KNOW 
YOUR 
CUSTOMERS 
63 #DEast14 @AlysonMurphy
bit.ly/deast14-am 
64 @AlysonMurphy

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Customer Insight Using Google Analytics - Alyson Murphy - Digital East 2014

  • 1. Understanding Your Customers Through Google Analytics 1 @Moz @AlysonMurphy
  • 2. 2 Okay, so… Let’s look at our customers in Google Analytics #DEast14 @AlysonMurphy
  • 3. THAT’S A LOT OF REPORTS! 3 #DEast14 @AlysonMurphy bit.ly/photo-source-wow
  • 4. Alyson, I’ve got this. 4 #DEast14 @AlysonMurphy
  • 5. 5 The New vs Returning Report 50% New 50% Repeat #DEast14 @AlysonMurphy Lower Bounce Rate for Returning
  • 6. That’s cool. But so what? 6 #DEast14 @AlysonMurphy bit.ly/photo-source-tiger
  • 7. You can describe the basics with the basic reports, but let’s make it actionable! 7 #DEast14 @AlysonMurphy
  • 9. Let’s back up a step 9 #DEast14 @AlysonMurphy
  • 10. To understand your customers, You must first understand yourself. 10 #DEast14 @AlysonMurphy
  • 11. Let’s map out your objectives 11 #DEast14 @AlysonMurphy
  • 12. Why does your company exist? 12 #DEast14 @AlysonMurphy
  • 13. 13 At Moz, we create software to help companies get visibility on the internet. #DEast14 @AlysonMurphy
  • 14. We want our customers to use our tools successfully… But how do they get there? 14 #DEast14 @AlysonMurphy
  • 15. 15 Primary Goals for our Customers #DEast14 @AlysonMurphy
  • 16. 16 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
  • 17. 17 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
  • 18. 1 18 #DEast14 @AlysonMurphy 2
  • 20. 1 2 3 20 #DEast14 @AlysonMurphy
  • 21. 21 #DEast14 @AlysonMurphy bit.ly/ RegEx-helper 1 2 3
  • 22. 22 Tackle the Primary Goals 1. Set up a Goal. 2. Set up the Funnel. 3. Look at the Report. 4. Make it Actionable. #DEast14 @AlysonMurphy
  • 23. 1 2 3 4 5 23 #DEast14 @AlysonMurphy
  • 24. 24 #DEast14 @AlysonMurphy bit.ly/ funnel-problems
  • 25. Now let’s make this actionable. 25 #DEast14 @AlysonMurphy
  • 26. Segment Segment Segment 26 #DEast14 @AlysonMurphy
  • 27. Bad News Can’t Directly Segment the Funnel 27 #DEast14 @AlysonMurphy
  • 28. Good News We can still get an actionable report 28 #DEast14 @AlysonMurphy
  • 29. 29 Segment on Marketing Campaign 1. Go to the Campaigns report. 2. Build segments. 3. Build report in Google Spreadsheet. #DEast14 @AlysonMurphy
  • 30. 30 Segment Design Got to Product Pg Got to Product Pg, Got to Checkout #DEast14 @AlysonMurphy Not further Got to Checkout, Not further Made it all the way
  • 31. 31 Segment Design 1 2 3 4 5 Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + + + + + Checkout Page + + + - Free Trial Sign Up + - -
  • 32. 32 Segment Design 1 Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up +
  • 33. 1 2 3 33 #DEast14 @AlysonMurphy
  • 34. 1 34 #DEast14 @AlysonMurphy
  • 35. 1 2 3 4 35 #DEast14 @AlysonMurphy
  • 36. 2 1 36 #DEast14 @AlysonMurphy
  • 37. 37 Segment Design Got all the way Got to Checkout Got to Product Pg Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up 2
  • 38. Pro-tip Cheat! Copy and alter segments 38 #DEast14 @AlysonMurphy
  • 39. 1 39 #DEast14 @AlysonMurphy 2 3
  • 40. 1 2 Rename Get rid of this step 40 #DEast14 @AlysonMurphy
  • 42. 42 Segment Design Got all the way Got to Checkout Got to Product Pg 4 Got to Checkout, Not further #DEast14 @AlysonMurphy Got to Product Pg, Not further Product Page + Checkout Page + Free Trial Sign Up -
  • 43. Repeat the Cheat! Copy and alter the segment 43 #DEast14 @AlysonMurphy
  • 44. 1 2 3 44 #DEast14 @AlysonMurphy
  • 45. Whew! That was a lot of segments. 45 #DEast14 @AlysonMurphy
  • 46. Now let’s look at the report 46 #DEast14 @AlysonMurphy
  • 47. 1 47 #DEast14 @AlysonMurphy bit.ly/ utm-codes
  • 48. If you are going to look at it once, Pull those numbers into Excel. 48 #DEast14 @AlysonMurphy
  • 49. If you want to report over time, That’s a big pain. 49 #DEast14 @AlysonMurphy
  • 50. Good News There is a Google Spreadsheet add-on 50 #DEast14 @AlysonMurphy
  • 51. 51 Google Spreadsheet Add-on 1. Go to bit.ly/ga-addon 2. Install the Add-on 3. Grant permissions #DEast14 @AlysonMurphy
  • 52. 52 Google Spreadsheet Add-on 4. Go to drive.google.com 5. Create a new spreadsheet 1 2 #DEast14 @AlysonMurphy
  • 53. 53 Google Spreadsheet Add-on 6. Go to Add-on Menu 7. Create new report #DEast14 @AlysonMurphy 1 2
  • 54. 54 Google Spreadsheet Add-on 8. Name your report 9. Select account info #DEast14 @AlysonMurphy
  • 55. 55 Google Spreadsheet Add-on 10. Select metrics #DEast14 @AlysonMurphy
  • 56. 56 Google Spreadsheet Add-on 1 Add dates 2 Change XX #DEast14 @AlysonMurphy to Goal # (18)
  • 57. 57 Google Spreadsheet Add-on IS FOLLOWED BY #DEast14 @AlysonMurphy bit.ly/ga-segments-1 bit.ly/ga-segments-2
  • 58. Rinse and repeat with your other segments 58 #DEast14 @AlysonMurphy
  • 59. 59 Example Report #DEast14 @AlysonMurphy
  • 60. 60 Example Report #DEast14 @AlysonMurphy Why so low? - Not trying to sell with email Why so different? - Need to improve Landing Pages
  • 61. Rinse and repeat with other segments types 61 #DEast14 @AlysonMurphy bit.ly/photo-source-dog-pool
  • 62. Rinse and repeat with other business objectives 62 #DEast14 @AlysonMurphy
  • 63. GET TO KNOW YOUR CUSTOMERS 63 #DEast14 @AlysonMurphy