Digital analytics provides insights into customer behaviors online to continually improve the customer experience and drive business outcomes. A complete digital analytics model includes measuring customer actions, reporting on performance, analyzing data through segmentation, testing optimizations, and improving practices based on learnings. Developing a measurement plan is the first step, defining objectives, goals, key performance indicators, targets, and data segments. The plan informs the infrastructure roadmap, implementation plan, activation plan, and maintenance process to evolve analytics over time. Holistic, active, and media-agnostic measurement approaches account for all relevant customer touchpoints across channels and devices.

1. Digital Analytics
UNDERSTANDING CORE FUNDAMENTALS & FRAMEWORK

2. Changing customer behaviors have
dramatically changed the way brands
need to measure success.
IN 2016, ANALYTICS WILL COME TO THE FOREFRONT FOR JUSTIFYING BUDGETS AND BUSINESS ROI.
#DigitalMarketing #Analytics
“
2

3. What Is Digital Analytics?
 Digital Analytics is the analysis of online business and
competitive data to drive a continual improvement of the
online customer experience.
 It includes both qualitative and quantitative insights to
understand how consumer behaviors and actions are
impacting desired business outcomes (both online and
offline).
3

4. The goal with digital
analytics is to tie
back customer
actions on any
website or digital
asset to desired
business objectives.
4

5. What Does a Digital Analytics
Model Look Like?
5

6. TheFiveBasicComponentsofaDigitalAnalyticsModel
Measure
Customer actions & influence
Report
Document performance & results
Analyze
Qualify what and why thru segmentation
Test
Learn and evolve
Improve
Develop best practices
METHODOLOGY
6

7. What Are The Key Benefits of
Digital Analytics?
7

8. Analytics Creates Business Intelligence…
Data + Segmentation + Measurement + Analysis = Better Performance
 What Brand initiatives currently being
undertaken are resulting in either upticks or
downward trends in digital marketing
performance?
 How can data insights be segmented and
leveraged to contextually understand nuances
within aggregated measured results?
 How do channels, platforms, content and more
perform to impact user engagements and bottom
line results?
• Traffic Source Patterns
• Campaign Performance
• Content Resonance
• Device & Screen Preferences
• Marketing Channel Influences
• Geography Considerations
• Customer Characteristics
• Acquisition Costs
• ROI Performance
8

9. Analytics Helps Conversions…
Macro Conversions
When someone completes an action linked to a primary
business objective.
 How does macro and micro conversions help you better
understand where people are in their journey to conversion?
Micro Conversions
When someone completes an action assisting a primary
business objective.
► What are the indicators users are moving closer towards a macro
conversion?
9

10. Analytics Measures Attribution & ROI…
 Attribution models (Last Click, First Click, Linear and more) provide intelligent
guided insights into placing value on which efforts across each of your channels is
contributing to an ROI.
• Last Click attribution assigns 100% value on the last marketing activity without
consideration to the events leading up to the final click.
• First Click attribution assigns 100% value to where the user first engages with your
business and starts the consumer journey.
• Other attribution models such as the Linear attribution model assigns weighted values
to each touchpoint in the customer journey to better gauge influence and impact across
multiple channels.
Assigning Credit for a Conversion
10

11. So Where Do You Start?
11

12. Measuring…
Engagement + Effectiveness + Action
= Improved Online Customer Experiences.
#CustomerExperience
“
12

13. A 5-Step Planning Framework
 Measurement Plan – define business objectives, strategies
& tactics, KPIs and metrics, data needs, target performance
milestones.
 Infrastructure Roadmap – identify what data needs can be
tracked based on architecture and design.
 Implementation Plan – identify analytic platforms and
necessary code snippets required for tracking data insights.
 Activation Plan – build and activate implementation
recommendations for each appropriate digital asset.
 Maintenance Plan – design and refine methodology and
process to evolve and manage analytics as insights are
gathered and collected.
Define
Measurement
Plan
Document
Technical
Infrastructure
Create
Implementation
Plan
Implement Action
Plan
Maintain
& Refine
Begin With A Guiding Plan
13

14. STEP 1:
MEASUREMENT
PLAN
A COMPLETE AND
COMPETENT DIGITAL
MARKETING
MEASUREMENT PLAN WILL
FOCUS ON THREE KEY
BUSINESS AREAS TO
MANAGE YOUR
MARKETING EFFORTS.
14

15. Whyareyouundertakingyourdigitalinitiatives?
Acquisition
e.g., How are you anticipating traffic
to be created for your website or
other digital asset? Did you cover al
three components of successful
acquisition: Earned, Owned and
Paid media? How would you
prioritize each? Where are you
spending most of your efforts?
Behavior
e.g., What is the behavior you are
expecting when people arrive? What
pages should they see? What videos
should they watch? Should they visit
repeatedly? Are there certain actions
they should take? What is unique
about your effort that ties to an
optimal experience for the customer?
Outcomes
e.g., What outcomes signify value
delivered to the business bottom
line? A download? A phone call to
your call center? A qualified online
lead? Signing up for email
promotions? People buying your
product / services? A 95% task
completion rate? A 10 point lift in
brand perception?
15

16. What Does A Measurement Plan Include?
► Established business objectives upfront to set broad parameters for the work
(strategies and tactics to support your objectives).
► Crisp execution goals clearly tied to each business objective.
► Defined metrics that will be linked to KPIs.
► Target parameters which identify performance for each KPI.
► Data segments to group people, behaviors and outcomes that you’ll analyze to
understand why you succeeded or failed.
16

17. What You Need to Know About Objectives
► Develop Business Objectives using the DUMB formula (doable,
understandable, manageable, and beneficial).
• Answer the questions, “Why does your website, digital asset or digital marketing initiative
exist?” and “Why are you doing what you are doing?”
• Make them clear and executable and make sure they deliver value to the company (short and
long term).
17

18. Common Objective Examples
► Identifying unique business objectives or desired outcomes for your digital
marketing efforts will form the foundation for managing your initiatives.
• E-commerce – sell products and services
• Lead Generation – collect consumer information for follow up by sales teams
• Content Publishing – produce content and ads to drive engagements and frequent visitation to
digital properties
• Information & Support – help consumers find information they need at the right time and at the
right place
• Branding – create and drive brand awareness, engagement and loyalty
18

19. What You Need to Know About Goals
► Goals are specific strategies and tactics you’ll leverage to accomplish the
business objectives.
• Start with acquisition and behavior questions and build clear, direct lines between Goal and
each objective.
• Think about supporting Micro Conversion events and map them to Macro Conversion goals.
19

20. What You Need to KnowAbout Metrics & KPIs
► A Key Performance Indicator (KPI) is a metric that helps you
understand how you are doing against your objectives.
• Goals allow you to reach your objectives, therefore KPIs should be linked
to each Goal.
• For each goal, you’ll want to find the most relevant KPIs.
• Try to identify SMART KPIs that truly reveal marketing performance and
business impact.
20

21. What You Need to KnowAboutTargets
► Targets are simply quantitative numerical values you’ve pre-determined as
indicators of success or failure.
• Targets can come from historical performance, but be realistic in how fast and how large
performance gains can be achieved.
• Targets can be adjusted and re-aligned to actual market and execution dynamics. However,
starting with realistic expectations should be emphasized at the outset to ensure your digital
programs build momentum and nurture inspiration.
• Over time, the more familiar you become with performance for your new marketing initiatives,
the easier it will be to set manageable and realistic targets.
21

22. WhatYouNeedtoKnowAboutDataSegments
► Data segments are groups of people, their sources, onsite behavior, and
outcomes.
• To get the most out of data analytics, understanding nuances within segmented data
populations helps you understand actions of specific groups of people to align your marketing
efforts for maximum ROI and benefit.
• Segments can include sources of traffic, types of desirable people, their attributes, their
behaviors, and the engagements mapped to your goals.
• Think about what groups of people are important. What visitor behavior is desirable. What
traffic source marketing was focused on. Who you are trying to attract. What on your site is
important. And anything else relevant for ultimately conversion. Then define your optimal
segments.
22

23. Business Goal
Help people enjoy the outdoors through innovative products, and the love of the outdoors.
Goals & Tactics
Strategy: Sell Products Strategy: Engage Users
Sell Online Drive Store Traffic Drive Blog Engagement
KPIs & Targets
KPI:
Online
Revenue
Target:
$1 Million
KPI:
Avg. Order
Value
Target:
$9.00
KPI:
Find a Store
Location
Target:
10,000
KPI:
Print Coupon
Target:
300
KPI:
Page Depth
Target:
4
KPI:
Social Share
Target:
300
Segments
Marketing Channel / Traffic Source
New vs. Returning
Geographic Location
ASimpleRepresentationofaMeasurementPlan
23

24. STEP 2:
INFRASTRUCTU
RE ROADMAP
AS BUSINESS DATA NEEDS
ARE IDENTIFIED, YOU WILL
NEED TO GATHER INSIGHTS
INTO THE TECHNICAL
ENVIRONMENT TO
DETERMINE WHAT DATA
POINTS CAN BE COLLECTED.
Based on your data needs, all required data points
may not be possible to track via embedded site
coding. If this is the case, you will need to determine
what other tools and resources you may need to
complement the capabilities of the analytics platform of
choice.
24

25. STEP 3:
IMPLEMENTATIO
N PLAN
ONCE DATA NEEDS ARE
CLEARLY IDENTIFIED AND
ALIGNED TO THE CHOSEN
ANALYTIC TOOLS, YOU WILL
NEED TO DEVELOP THE
TRACKING DETAILS FOR
YOUR RECOMMENDATIONS.
In Google Analytics, for example, this would require
defining the code snippets and specific product
features (e.g. goal tracking, ecommerce modules,
filters, campaign tracking AdWords linking) that you
will need in order to track the data defined in your
measurement plan.
25

26. STEP 4:
ACTIVATION
PLAN
THE NEXT STEP IS TO HAVE
THE WEB DEVELOPMENT
TEAM, OR MOBILE TEAM,
ACTUALLY IMPLEMENT YOUR
TRACKING
RECOMMENDATIONS.
Some website technologies may require additional
planning, such as:
• Query string parameters
• Server redirects
• Flash and AJAX events
• Multiple domains and sub domains
• Responsive web design
26

27. STEP 5:
MAINTENANCE
PLAN
THE FINAL STEP OF THE
MEASUREMENT PLANNING
CYCLE IS TO MAINTAIN AND
REFINE YOUR PLAN.
This is simply the process of continually updating your
business requirements and your technical environment
to ensure data keeps pace with changing business
dynamics and your reporting needs.
27

28. The root cause of
failure in most digital
marketing efforts is
not the lack of
creativity or design of
a website.
IT IS QUITE SIMPLY THE
LACK OF STRUCTURED
THINKING ABOUT WHAT
THE REAL PURPOSE OF
THE EFFORTS ARE AND A
LACK OF AN OBJECTIVE
SET OF MEASURES WITH
WHICH IDENTIFY
SUCCESS OR FAILURE.
28

29. APPENDICES
29

30. ATTRIBUTION MODELS
Last Click
The Last Interaction (Click) model attributes
100% of the conversion value to the last
channel with which the customer interacted
before buying or converting.
When it's useful: If your ads and campaigns
are designed to attract people at the
moment of purchase, or your business is
primarily transactional with a sales cycle
that does not involve a consideration
phase, the Last Interaction model may be
appropriate.
30

31. ATTRIBUTION MODELS
Last Non-Direct Click
The Last Non-Direct Click model ignores direct
traffic and attributes 100% of the conversion
value to the last channel that the customer
clicked through from before buying or
converting. Google Analytics uses this model
by default when attributing conversion value in
non-Multi-Channel Funnels reports.
When it's useful: Provides a useful benchmark
to compare with results from other models. In
addition, if you consider direct traffic to be from
customers who have already been won through
a different channel, then you may wish to filter
out direct traffic and focus on the last marketing
activity before conversion.
Last AdWords Click
The Last AdWords Click model attributes
100% of the conversion value to the most
recent AdWords ad that the customer
clicked before buying or converting.
When it's useful: If you want to identify and
credit the AdWords ads that closed the
most conversions, use the Last AdWords
Click model.
First Click
The First Interaction (Click) model attributes
100% of the conversion value to the first
channel with which the customer interacted.
When it's useful: This model is appropriate
if you run ads or campaigns to create initial
awareness. For example, if your brand is
not well known, you may place a premium
on the keywords or channels that first
exposed customers to the brand.
31

32. ATTRIBUTION MODELS
Linear
The Linear model gives equal credit to each
channel interaction on the way to
conversion.
When it's useful: This model is useful if your
campaigns are designed to maintain
contact and awareness with the customer
throughout the entire sales cycle. In this
case, each touchpoint is equally important
during the consideration process.
Time Decay
Heavily credits the touchpoints that
occurred nearest to the time of conversion.
The Time Decay model has a default half -
life of 7 days, meaning that a touchpoint
occurring 7 days prior to a conversion will
receive 1/2 the credit of a touchpoint that
occurs on the day of conversion. Similarly,
touchpoints occurring longer cycles are
apportioned credit.
When it's useful: If you run one-day or two-
day promotion campaigns, you may wish to
give more credit to interactions during the
days of the promotion.
The Position Based model allows you to
create a hybrid of the Last Interaction and
First Interaction models. Instead of giving
all the credit to either the first or last
interaction, you can split the credit between
them. One common scenario is to assign
40% credit each to the first interaction and
last interaction, and assign 20% credit to
the interactions in the middle.
When it's useful: If you most value
touchpoints that introduced customers to
your brand and final touchpoints that
resulted in sales, use the Position Based
model.
Position Based
32

33. HOLISTIC MEASUREMENT
 Your customers are active all the time and everywhere, so you should be as well. To truly
win moments that matter across all screens and situations, you must acknowledge, and
measure, all relevant touch-points.
 For example, are you running related marketing efforts across email, display, and search
ads? Do you see customers performing some tasks more frequently on smartphones while
other tasks are more common on laptop? Rather than evaluating these programs and
behaviors separately, your measurement strategy should focus on connecting the dots
between these consumer moments.
 Consider your overall business goals and then measure the role that each touch-point plays
in achieving those goals, keeping in mind the complementary effects of multiple channels
and devices.
33

34. ACTIVE MEASUREMENT
 Harnessing the power of location, intent and social connections is possible today, and smart
marketers are always on, always optimized-using customer signals to create winning
experiences for their brand.
 Active measurement is about quickly acting on the insights you uncover as you go, but more
importantly, it's about good measurement planning. This proactive piece is often overlooked,
even by the savviest marketers and analysts.
 To effectively measure, you must define expectations about how your customer will interact
with your brand before you look at the numbers. Then, question any surprising results.
 Active measurement means examining real human behavior and influences instead of
reporting the same old data on clicks or bounce-rates.
34

35. MEDIA-AGNOSTIC MEASUREMENT
 As technology usage has expanded, patterns of research and influence have become more
diverse (with many consumers consulting 10 or more sources before a purchase).
 In the new digital age, it's no longer realistic or smart to judge campaigns solely by the final
interaction using a last-click model, or to think only about single-device or single-session
interactions. Customers move fluidly across channels and devices.
 To truly understand the value of your digital investments, you have to overhaul your
conversion goals to capture all the large and small behaviors that lead to business success.
 Once you have visibility into the customer journey, you can begin assigning credit with
attribution models to determine your best channel and investment mix.
 Next, optimize your programs and run controlled experiments to see how you could improve
your results even further. It's an active, ongoing process.
35

36. Google Analytics Basics
UNDERSTANDING CORE FUNDAMENTALS & FRAMEWORK
36

37. Basic Google Analytics Platform
Collecting Information
• Websites: JavaScript code is
required to track and collect data
points (inserted on every website
page)
• Other Digital Connected Devices:
custom coding required based on
device and OS
• A “hit” or “interaction” is one event or
package of data
• Website events track Page Views
• Mobile and Other Connected Device
events track a specific identified
activity
Collection Processing
Configuration
Reporting
Data
Collection
Settings & Filters
for Data Storage
& Manipulation
Websites,
Mobile, Kiosks,
POS, more
Google Web
Interface, Own Core
Reporting API
37

38. Key Dimensions and Metrics Defined
Dimensions
Characteristics of users, their sessions and
actions
Common Dimensions:
• User Dimension, e.g. geography
• Session Dimension, e.g. traffic source
• Interaction Dimension, e.g. Page Title
viewed
Metrics
Numerical quantitative measurements of
users, sessions and actions
Helps you understand behaviors of users –
count how often things happen
Common Metrics:
• Audience Metrics, e.g. visitors (unique,
new, returning)
• Behavior Metrics, e.g. pages/visit per
session and events (actions taken)
• Conversion Metrics, e.g. conversion rates
for defined actions
Reporting
All Google reports contain both
Dimensions and Metrics
Common Configurations:
• Session timeouts (controls how long to
track data)
• Adjusted bounce rates
Event Tracking: each event (action) is
recorded as a single interaction
38

39. Collecting Actionable Data / Setup
Creating an Account
Websites & Apps
Create an Account
Specify Website or App
Websites – install provided JavaScript code
on each page you want track – inserted at
Top of Page before closing Head Tag
Apps – download a mobile SDK for
specified device OS for development team
Once code is added to site, real-time
tracking and reporting should begin
Google Tag Manager
New available option to insert JavaScript
into websites
e.g., AdWords, Double Click or Google
Analytics tags
(www.google.com/tagmanager)
Plug-ins
Some sites allow easier JavaScript site
insertion via plug-ins
It’s as easy as implementing an Analytics ID
into admin settings
e.g., Blogger, WordPress, Drupal
39

40. Getting Started
Understanding Your
Account Structure
One account can manage multiple digital
properties
Option available to have data collection
setup for individual or an aggregated
‘rollup reporting’ data view
Each digital property or combination of
assets will have a unique Tracking ID
Views can be configured for each property
to provide the most valuable insights
relevant for select filters, e.g. geographies
Google recommends a minimum base of
three views to protect your data and to
make and test changes as needed
Once any changes to filters are applied or
deleted – and any new data is collected and
processed -- you cannot revert back to old
views and/or recover previous data that is
lost
☼ Unfiltered Views contain all the raw data
from which other filtered views are
constructed
☼ Ideally, your measurement plan is
developed prior to setting up your account,
properties and views
Primary Google
Account
UA-1234
Primary Website
UA-1234-1
Unfiltered View Master View Test View
Blog Site
UA-1234-2
Mobile App
UA-1234-3
Primary Google
Account
UA-1234
Primary Website
& Blog Site
UA-1234-1
US Europe
Asia
Mobile App
UA-1234-3
40

41. Adding Filters to Views
Structuring
Data Views
Filters are used to present desired
trackable data points from the raw data
collected from the website or app
You can exclude, include, or change what
data is viewable aligned to business needs
e.g., include customer data -- but not
employee data (configured by using IP
business address)
Filters are applied using rule-based
conditions
Filters are applied from the moment you
create them and are not retroactive
Two types of filters exist: predefined (most
common used filters) and custom to fit
almost any unique situation
☼ Filters are applied in the order that they
appear in your configuration (the output of
one filter becomes the input of the next
filter)
☼ Filters can be archived in the Filter
Library and be re-used for any view
☼ PRO TIP: Test new filters on Test Views
before applying them to the Master View
41

42. Setting Up Goals & Ecommerce
Macro & Micro
Conversion Tracking
Goals can be set up for both websites and
apps
Setting up Goals in Google Analytics will
map to KPIs within your measurement plan
Macro Conversions are ultimately linked to
your primary business objectives
Micro Conversions are the related
relationship building activities that lead up
to a Macro Conversion
Goals are configured at the View Level
There are four types of Goals:
• Destination – e.g. views a page
specified (Thank You or Order
Confirmation page)
☼ Apps are slightly different in that you
would set up a screen view Goal instead
of a destination Goal
• Duration – e.g. 5 minutes or more
• Pages / Screens per visit – e.g. 3
pages
• Event – e.g. played a video
Destination and Event goals track users
actions
Duration and Pages / Screens per visit
goals track user engagements
When a user completes a Goal, it triggers
and tracks a Conversion
Conversion totals and Conversion rates can
be segmented aligned to filters to provide a
better understanding of how results are
achieved
Monetary Values can be specified for a
Goal as attribution for measuring ROI
based on user actions or events
☼ e.g. advertising ROI and average per
visit value – especially useful for a non
ecommerce website
10% of leads closed
$500 average value per lead
$50 goal value
42

43. Setting Up Goals & Ecommerce
For each Destination Goals you create, you
can also set up a Funnel process –
…a series of defined actions(defined Page
views) a user must complete to be
counted as a completed Conversion
e.g. A Sales Checkout Process
• Add items to a cart
• Enter shipping information
• Submit payment information
Defined Funnels offer the benefit of
understanding where users enter and exit
defined processes
Understanding where users drop off in a
process allows you to reflect on the need to
streamline the process further for a better
user experience
Ecommerce Tracking provides reports
detailing granular user engagements to
further analyze commerce activity
☼ Ecommerce reports do require
additional coding on the transactional
page to capture transaction details
Important Considerations
☼ A Goal Conversion can only be counted
once during a visit
☼ Ecommerce transactions can be
counted multiple times per visit
☼ PRO TIP: Only add a Goal Value to
non-ecommerce Goals – otherwise revenue
will be double counted
Macro & Micro
Conversion Tracking
43

44. Collecting Campaign Data
Traffic & Campaign
Reporting
Aligned with the segments you identified in
your measurement plan
Set up to tie marketing investments to
conversions and revenue
Google Analytics captures from each user
session source and medium
Source is simply where the user came from
immediately prior to visiting your site
Medium is the mechanism for how the user
got to your site, e.g., Google Search
Default Medium information without
customization includes : Organic, Referral
or None
• Organic – user visits from clicking on SEO
links or unpaid search results
• Referral – user visits from websites with
links embedded within the sites that do
not include a search engine
• None – user visits directly without
assistance from either SEO or links by
typing in your URL address or clicking on
a bookmark
To track specific campaigns in Google
Analytics, you need to use a process called
Link Tagging: i.e. > link naming to specific
desired campaign destinations
http://www.website.com/landingpage
Campaign Considerations
Social media, email, advertising, more
There are five types of Campaign
Parameters, which when used override the
default Source and Medium tag
classifications to report campaign data
• Source – content description
• Medium – specific channel used
• Campaign – campaign name identifier
• Term (optional) – identifies the keyword in
paid search campaigns
• Content (optional) – differentiates content
versions (e.g. A/B testing)
☼ PRO TIP: Google provides a URL
Builder tool to simply creating Link Tags
44

45. Collecting Campaign Data
Traffic & AdWords
Reporting
Google Analytics and Google AdWords are
connected and auto enabled
There is no need to manually add
Campaign Tags for an AdWords campaign
Adwords auto tagging automatically
populates the Five Tagging Campaign
Parameters
(Campaign, Medium, Source, Content and
Keyword)
Auto Tagging also supports keyword match
type, ad placement domain, etc.
Channel Groupings enable you to group
activities across channels to better reflect
how you manage your marketing strategy
Structured and organized as ‘rule-based’
groups to track traffic based on Campaign,
Sources, Mediums or Keywords
e.g. email, search and display
Ideal for integrated and coordinated
campaign efforts
Report Formats
& Navigation
All Traffic Reports – Source & Medium
Campaign Reports – Tagged and AdWords
campaigns
Keywords Reports – Tagged Keywords for
Paid Search campaigns
☼ PRO TIP: When tagging campaigns, be
sure to:
• Use consistent spelling
• Use consistent capitalization (case
sensitive)
• Use consistent values for mediums,
e.g. “cpc”, display”, “social”
Combining Multiple
Reporting Views
45

46. Google Analytics Reports
UNDERSTANDING FORMATS & FRAMEWORK
46

47. Navigating Google Analytics Reports
Reporting Interface
Interface includes easy to use tools to
manipulate and view reporting data
Basic capabilities include:
• Specifying Date Ranges and
Comparative Date Ranges
• Graphing and Plotting Data
• Filtering, Sorting & Comparing Data for
Unique Correlation Views
• Adjusting Metric Views
• Annotating Graph Points
Data Tables
Data tables can be sorted by Dimension
and key identified metrics
Combined Dimensions can provide added
analytical views
Metrics which can be selected include: site
usage, goals and ecommerce metrics
Filters can be applied to further refine data
views for more specific analysis based on
needs
View Options
View Option selectors allow you to
visualize metrics in various ways
• Data Views
• Percentage Views
• Performance (Bar Graph) Views
• Comparison Views
• Pivot Views
• Select Data Table Plotted Row Graph
Views
47

48. Understanding Audience Reports
User Behaviors
Audience section within Google Analytics is
full of information to understand
characteristics about your users
Basic user behavior capabilities include:
• Geographies
• Devices
• How often users visit (frequency)
• Time lapses of user visits (recency)
Reports
Audience Reports are used to understand
1) characteristics of your users, what
devices they use, and their loyalty and
engagement
Heat maps for locations (macro and micro
levels) sorted by select metrics
• Demographics
• Behaviors
• Technology
• Mobile
• Custom
Available Insights
Depending on the views constructed,
markets and user behaviors can be
analyzed to streamline future marketing
efforts and performance
• Where customers by market are most
engaged
• How geographies impact customer
loyalty and value
• Which markets are mature vs. emerging
based on visitation trends
• How marketing can be adjusted or
applied by geography performance
48

49. Understanding Acquisition Reports
Analyzing Visitor Traffic
Helps you understand how visitors find your
website or app and the valued investment
made via channel for marketing
Acquisition Reports can be broken out by
channel, source, medium, keyword
Other views such as content, campaign,
landing page etc. can also be analyzed
The All Traffic Report provides metrics for
all traffic sources to identify top performing
sources
But Traffic metrics alone do not equate to
quality of user visit – you’ll need to look at
deeper secondary metrics to figure out the
quality of the traffic source (e.g. bounce
rate)
Once you’ve analyzed the traffic data
through filters, you‘ll have a better
understanding of overall performance by
channel to adjust your campaigns and
efforts
Goals and Ecommerce (when set up)
provide added views for deeper analysis
into conversions and purchases
Campaign views within Acquisition Reports
allows you to compare individual campaigns
side by side
Filters can be applied for more granular
campaign views as needed (e.g. source,
medium, content, etc.)
49

50. Understanding AdWords Reports
Analyzing Keywords
Specific to AdWords campaigns to compare
performance (e.g. Match type and
geographic targeting)
Leverages Cost Data imported directly from
Google Adwords
Coupled with actual revenue data -- key
metrics such as ROI and Revenue per Click
is automatically calculated
Analysis enables performance views into
each Campaign, Ad Group and Keyword
with deeper analysis through Filters
Post-click performance data provides
views on what users do after they click on
your ads
• Site usage metrics
• Goal conversion metrics
• Ecommerce activity
• Revenue , RPC and ROI metrics
Within the AdWords Reports, you can view
additional deeper analytics
• Bid Adjustments, Keywords, Matched
Search Queries,
• Dayparts (hour and week day),
• Destination URLs, Placements, and
Keyword Positions
If you have setup Ecommerce or Goal
Revenues – RPC, ROI and Margin metrics
help assess keyword profitability
☼ PRO TIP: Make sure your date range is
long enough to accurately measure activity
Too short of range or not enough data
points in a range can be misleading to
overall performance
Date ranges should match at least the
duration of your sales cycle
50

51. Understanding Behavior Reports
AnalyzingVisitorActions
Behavior Reports help you understand how
users interact with your website or app --
i.e. what users look at and which content is
popular to how visitors navigate pages and
screens
Additionally, site search reports help you to
understand how users interact with your
onsite search engine
Reports help you discover opportunities for
refining marketing campaigns:
• Identify low performance pages that need
improvement or identify high engaging
content that can be further leveraged
Page view metrics reveal how engaged
visitors are for each page and for what
content
Views can be sorted by:
• Behavior Flow and Site Content where
content can be viewed by:
• Page URI or Page Title
• Content Drilldown
• Landing & Exit Pages
☼ PRO TIP: Flash, Ajax and other
interactive visitor actions can also be
analyzed through an Events view – and
can be tracked independently of Page
view
- does require additional coding by your
web developers
51

52. Understanding Custom Reports
Reports&Dashboards
Simplifies reporting process and improves
analytic workflow
Allows you to customize the dimensions
and the metrics you see in your preferred
analytic reports
Can be created to map to all of the data in
your measurement plan without needing to
seek the metrics across a large number of
reports
Offers a quick and easy way to get a high
level view of your most significant metrics in
one simple dashboard
Three report type are available:
• Explorer Report – hierarchy of data tables
with clickable rows with an over time
graph
• Flat Table Report – single table with all of
your data
• Map Overlay Report – similar to Explorer
type but uses a geographical visualization
instead of the over time graph
☼ Need to specify at least one dimension
and one metric in your custom reports
where metrics can be organized into
Metric Groups
Filters can also be applied to organize
vies as exactly as you desire
Dashboards give you a view of how your
site is performing using graphical widgets
on a single page
• Any standard or custom report can be
added to the widget dashboard
• Dashboards are completely customizable
per your own design and needs
• Historical or real-time views are available
– or a combination
☼ PRO TIP: dashboards and widgets
should map to your goals in your
measurement plan
52

53. Understanding Goal Flow Reports
NavigationPaths
Visualize the path your visitors through a
defined process toward a defined goal
• View the paths users navigate to your
goals
• Understand whether users are completing
targeted tasks
Must setup at least one goal for your
website or app
Most valuable with one or more funnel
steps proceeding the completion of the goal
Along each step, you can view the
percentage of users who have completed
that step or dropped out of the funnel
process
If you have a high number of dropouts, this
may reveal there is a problem in that
particular step which needs to be improved
☼ PRO TIP: dimensions can be selected
to provide deeper insights into the activities,
e.g. locations, channel, device type
53

54. Understanding Ecommerce Reports
TrackingSalesActivities
There are three main ecommerce reports:
• Product Performance Reports
• Sales Performance Reports
• Transactions Reports
• Product Performance Reports – product
rankings by sales or categories
Can be analyzed by source and medium
(channel) to understand impact of
marketing efforts
• Sales Performance Reports –analysis of
time period (date) trends for sales
• Transactions Reports – provides analysis
of transaction IDs to understand if multiple
products were purchased together and if
there are opportunities for future cross
promotion efforts
54

55. UnderstandingMultichannelFunnel Reports
Sales & Conversions
Multichannel funnel reports helps you
understand over time how your marketing
channels work together to drive sales and
conversions
Must setup goals or ecommerce tracking or
both
☼ Note: Within Google Analytics, the
attribution model for conversions by default
is set to Last Click
Multichannel analysis helps you understand
how multiple touches over a period of time
impacts your conversions
Channels can play three roles in a
conversion path:
• Last interaction
• Assisted interaction
• First interaction
☼ PRO TIP: look for repeated patterns to
give you insights into how best to market
across channels
Conversion path data is used to isolate the
influence of each channel
Default channels created within the
reporting include:
• Direct
• Organic Search
• Referral
• Social Network
• Display
• Paid Search
• Email
Channels can be customized to match
precisely your own used mediums.
55

56. Understanding Attribution Reports
Channel Influence
You are able to assign different attribution
models to help you better understand your
investment over time based on your
channel marketing efforts
Enables better budget allocation across
your marketing channels
• Last Interaction (Click) model attributes
100% of the conversion value to the last
channel with which the customer
interacted before buying or converting.
• Linear model gives equal credit to each
channel interaction on the way to
conversion.
• Time Decay model heavily credits the
touchpoints that occurred nearest to the
time of conversion.
• Position Based model allows you to
create a hybrid of the Last Interaction and
First Interaction models. Instead of giving
all the credit to either the first or last
interaction, you can split the credit
between them.
• Last Non-Direct Click model ignores direct
traffic and attributes 100% of the
conversion value to the last channel that
the customer clicked through from before
buying or converting. Google Analytics
uses this model by default when
attributing conversion value in non-Multi-
Channel Funnels reports.
• Last AdWords Click model attributes
100% of the conversion value to the most
recent AdWords ad that the customer
clicked before buying or converting.
• First Interaction (Click) model attributes
100% of the conversion value to the first
channel with which the customer
interacted.
56

57. Daniel McKean
danielmckean@gmail.com
Linkedin.com/in/DanielMcKean