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7 ways to get more from
Google Analytics


Ian Miller, Search Director
@millerian
Hello                                                  @millerian

•   Ian Miller, Search Director at Crafted

•   Google Analytics Qualified Individual

•   Full service digital agency with a team of 40+

•   Dedicated search team spanning
    organic SEO, paid media, analytics, social, copy
•   Clients across a wide range of industries




             crafted.co.uk @craftedmedia
So what is Analytics?




                                       http://www.flickr.com/photos/pasukaru76


         crafted.co.uk @craftedmedia
Not quite




            crafted.co.uk @craftedmedia
What it comes down to




                                      http://www.flickr.com/photos/marfis75/


        crafted.co.uk @craftedmedia
What can analytics tell me?




         crafted.co.uk @craftedmedia
Who’s interested?

Executives can learn
•   Which marketing initiatives are most effective
•   Accurate website traffic patterns/trends
•   Which customer and customer segments are most valuable


Marketing professionals can learn
•   Where visitors come from and what do they do on the site
•   How can the website convert more visitors into customers
•   Which keywords resonate with prospects and lead to conversions
•   Which online ad or creative is the most effective


Content & developers can learn
•   Where people leave the site
•   Which pages retain visitors the longest
•   What search terms people use to find the site


             crafted.co.uk @craftedmedia
Basic layout




         crafted.co.uk @craftedmedia
Lies, damned lies and statistics

Be careful out there
•   Analytics can be very powerful, it can also be wrong
•   Trust data you can prove, then scale up – not the reverse
•   Look for comparisons rather than absolute data
•   Sample size matters




               crafted.co.uk @craftedmedia
7 ways to
get more from
Google Analytics



     crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Advanced Segments

Carve up your data so it tells you more
•   Segment traffic based on criteria
•   Applied to the current view
•   Easily edited and applied
•   Multiple segments can be viewed together
•   Extremely powerful




               crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Advanced Segments

Carve up your data so it tells you more
•   Segment traffic based on criteria
•   Applied to the current view
•   Easily edited and applied
•   Multiple segments can be viewed together
•   Extremely powerful




               crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Advanced Segments




        crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Advanced Segments




        crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Advanced Segments

Default segments
•   All Visits
•   New Visitors
•   Returning Visitors
•   Paid Search Traffic
•   Non-paid Search Traffic
•   Search Traffic
•   Direct Traffic
•   Referral Traffic
•   Visits with Conversions
•   Visits with Transactions
•   Mobile Traffic
•   Non-bounce Visits

                 crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Advanced Segments

Default segments                               Custom segments
•   All Visits
•   New Visitors
•   Returning Visitors
•   Paid Search Traffic
•   Non-paid Search Traffic
•   Search Traffic
•   Direct Traffic
•   Referral Traffic
•   Visits with Conversions
•   Visits with Transactions
•   Mobile Traffic
•   Non-bounce Visits

                 crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Custom Dashboards

Define and create
•   Who needs to know what?
•   What’s the most useful “at a glance” data?
•   How can it make your life easier?
•   What are the repeat requests?




               crafted.co.uk @craftedmedia
1     2     3      4   5   6   7
Custom Dashboards

How to create a dashboard
1. Select the report you’d like to include    3. Select dashboard




2. Click “add to dashboard




                crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Custom Dashboards




        crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Custom Dashboards

Make it your own
•   Enter filters and refine




                crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Custom Dashboards

Share it
•   Whether automatically or ad-hoc, save time!




               crafted.co.uk @craftedmedia
1     2       3     4   5   6   7
Link to Webmaster Tools

Why are we getting traffic?
•   Linking gives additional information:
     –   Queries users typed to reach your site
     –   Number of impressions of your website's URLs in search results pages
     –   The number of clicks on your website's URLs from search results pages
     –   The ratio of clicks to impressions for your website's URLs
     –   The average position of your website's URLs in search listings
     –   The pages visitors landed on when clicking on search results listing your site




                  crafted.co.uk @craftedmedia
1     2       3   4   5   6   7
Link to Webmaster Tools

How to create the link
1. Click the SEO section                     3. Click “Edit”




2. Presented with this message               4. Select property




               crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Link to Webmaster Tools

What does it look like?




            crafted.co.uk @craftedmedia
1     2      3   4   5   6   7
Link to Webmaster Tools

What can I use it for?
•   The data is aggregated, for better or worse
•   It serves as a useful overview, but don’t sweat the details
•   Identify trends
•   Gives you an indication of search volumes & demand
•   Consider click through rate – are you relevant & enticing?




                crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Real time data

See what’s happening on your site right now
•   Monitor launches
•   Social media stories
•   Impact of instance advertising such as TV
•   Response to direct marketing emails
•   Partnerships and mentions
•   PR and news activity




               crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Real time data




         crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Real time data

What can you use it for?
•   Immediate feedback
•   Event monitoring
•   Reacting to site changes
•   Identifying trends during the day
•   Data can be surprising
•   Don’t be alarmed if numbers are low




               crafted.co.uk @craftedmedia
1   2     3     4    5   6   7
Custom reporting

The exact data you need
•   Standard reports are limited to the default views
     –   Can’t combine metrics

•   Custom reporting is like your own Analytics, make it what you want
•   The reports can then shared and included in a dashboard




                  crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Custom reporting




Metrics




Dimensions




             crafted.co.uk @craftedmedia
1   2     3        4   5   6   7
Custom reporting

     Metrics - numbers                      Dimensions - attributes
     Visits                                 Landing page
     Pageviews                              Keyword
     Goal completion rate %                 Browser
     Revenue                                Source
     Bounce rate %                          Medium
     Average time on site                   City




              crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Custom reporting




         crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Custom reporting




         crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Custom reporting




         crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Custom reporting




         crafted.co.uk @craftedmedia
1     2     3     4   5   6   7
Custom reporting

What can I use it for?
•   Create common reports you need often, as well as new insight
•   The power is often in drilling down
     –   Group landing page with referrer
     –   City to keyword

•   http://crftd.md/customreporting
•   http://www.customreportsharing.com/




                  crafted.co.uk @craftedmedia
1     2   3   4   5   6   7
Export to Excel

What’s the benefit?
•   Analytics is poor a manipulating data
•   You can’t group things very easily within Analytics
•   Difficult to combine reports, especially across domains
•   Metrics are broadly limited to totals
•   Faster, much faster




                crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Export to Excel

Define your data
•   Choose your report view
•   Apply custom segments
•   Filter if required




                 crafted.co.uk @craftedmedia
1       2      3      4      5       6      7
Export to Excel

Number of rows
•   Default view is 10 rows
•   25, 50, 100, 250, 500 available via dropdown




•   Hack the URL for more rows
      1. Change view to >10
      2. Look for the number at the end of the URL


https://www.google.com/analytics/web/#report/trafficsources-all-traffic/a431143w710102p685592/%3Fexplorer-
table.rowStart%3D0%26explorer-table.rowCount%3D25/
https://www.google.com/analytics/web/#report/trafficsources-all-traffic/a431143w710102p685592/%3Fexplorer-
table.rowStart%3D0%26explorer-table.rowCount%3D3000/


                   crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Export to Excel

What can I use it for?
•   Getting smarter with data
•   Combining sources and controlling
•   Board reporting
•   Pivot tables can be incredibly powerful




               crafted.co.uk @craftedmedia
1         2   3   4   5   6   7
Create Intelligence Alerts

Get notified of changes on your site
•   Automatic reporting of metrics
•   Early visibility of issues
•   Monitor site behaviour, especially after code changes
•   Option to have alerts emailed to you




                 crafted.co.uk @craftedmedia
1     2    3     4     5   6   7
Create Intelligence Alerts

How to set them up
1. Click the Intelligence events section      2. Manage custom alerts




                crafted.co.uk @craftedmedia
1   2   3   4   5   6   7
Create Intelligence Alerts

What can I use it for?
•   Auto reporting of sales trends
•   Monitor enquiry volumes
•   Site changes – good or bad?
•   Traffic monitoring
•   Beware of becoming blind to them




                crafted.co.uk @craftedmedia
7 ways to
get more from
Google Analytics
Tomorrow


     crafted.co.uk @craftedmedia
Recap


1. Use advanced segments
2. Create custom dashboards
3. Link with Webmaster Tools for more data
4. Know real time reporting
5. Set up custom reports for the data you need
6. Export data to Excel to manipulate it quickly
7. Automatic alerts of changes to site behaviour




               crafted.co.uk @craftedmedia
Thank you for listening
                          Ian Miller
                          Search Director
                          ian.miller@crafted.co.uk


                          Ipswich Studio
                          32 Fore Street,
                          Ipswich, IP4 1JU
                          T.   +44 (0) 1473 213222
                          E.   hello@crafted.co.uk


                          www.crafted.co.uk

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Google analytics cim ipswich bootcamp 15 nov12

  • 1. 7 ways to get more from Google Analytics Ian Miller, Search Director @millerian
  • 2. Hello @millerian • Ian Miller, Search Director at Crafted • Google Analytics Qualified Individual • Full service digital agency with a team of 40+ • Dedicated search team spanning organic SEO, paid media, analytics, social, copy • Clients across a wide range of industries crafted.co.uk @craftedmedia
  • 3. So what is Analytics? http://www.flickr.com/photos/pasukaru76 crafted.co.uk @craftedmedia
  • 4. Not quite crafted.co.uk @craftedmedia
  • 5. What it comes down to http://www.flickr.com/photos/marfis75/ crafted.co.uk @craftedmedia
  • 6. What can analytics tell me? crafted.co.uk @craftedmedia
  • 7. Who’s interested? Executives can learn • Which marketing initiatives are most effective • Accurate website traffic patterns/trends • Which customer and customer segments are most valuable Marketing professionals can learn • Where visitors come from and what do they do on the site • How can the website convert more visitors into customers • Which keywords resonate with prospects and lead to conversions • Which online ad or creative is the most effective Content & developers can learn • Where people leave the site • Which pages retain visitors the longest • What search terms people use to find the site crafted.co.uk @craftedmedia
  • 8. Basic layout crafted.co.uk @craftedmedia
  • 9. Lies, damned lies and statistics Be careful out there • Analytics can be very powerful, it can also be wrong • Trust data you can prove, then scale up – not the reverse • Look for comparisons rather than absolute data • Sample size matters crafted.co.uk @craftedmedia
  • 10. 7 ways to get more from Google Analytics crafted.co.uk @craftedmedia
  • 11. 1 2 3 4 5 6 7 Advanced Segments Carve up your data so it tells you more • Segment traffic based on criteria • Applied to the current view • Easily edited and applied • Multiple segments can be viewed together • Extremely powerful crafted.co.uk @craftedmedia
  • 12. 1 2 3 4 5 6 7 Advanced Segments Carve up your data so it tells you more • Segment traffic based on criteria • Applied to the current view • Easily edited and applied • Multiple segments can be viewed together • Extremely powerful crafted.co.uk @craftedmedia
  • 13. 1 2 3 4 5 6 7 Advanced Segments crafted.co.uk @craftedmedia
  • 14. 1 2 3 4 5 6 7 Advanced Segments crafted.co.uk @craftedmedia
  • 15. 1 2 3 4 5 6 7 Advanced Segments Default segments • All Visits • New Visitors • Returning Visitors • Paid Search Traffic • Non-paid Search Traffic • Search Traffic • Direct Traffic • Referral Traffic • Visits with Conversions • Visits with Transactions • Mobile Traffic • Non-bounce Visits crafted.co.uk @craftedmedia
  • 16. 1 2 3 4 5 6 7 Advanced Segments Default segments Custom segments • All Visits • New Visitors • Returning Visitors • Paid Search Traffic • Non-paid Search Traffic • Search Traffic • Direct Traffic • Referral Traffic • Visits with Conversions • Visits with Transactions • Mobile Traffic • Non-bounce Visits crafted.co.uk @craftedmedia
  • 17. 1 2 3 4 5 6 7 Custom Dashboards Define and create • Who needs to know what? • What’s the most useful “at a glance” data? • How can it make your life easier? • What are the repeat requests? crafted.co.uk @craftedmedia
  • 18. 1 2 3 4 5 6 7 Custom Dashboards How to create a dashboard 1. Select the report you’d like to include 3. Select dashboard 2. Click “add to dashboard crafted.co.uk @craftedmedia
  • 19. 1 2 3 4 5 6 7 Custom Dashboards crafted.co.uk @craftedmedia
  • 20. 1 2 3 4 5 6 7 Custom Dashboards Make it your own • Enter filters and refine crafted.co.uk @craftedmedia
  • 21. 1 2 3 4 5 6 7 Custom Dashboards Share it • Whether automatically or ad-hoc, save time! crafted.co.uk @craftedmedia
  • 22. 1 2 3 4 5 6 7 Link to Webmaster Tools Why are we getting traffic? • Linking gives additional information: – Queries users typed to reach your site – Number of impressions of your website's URLs in search results pages – The number of clicks on your website's URLs from search results pages – The ratio of clicks to impressions for your website's URLs – The average position of your website's URLs in search listings – The pages visitors landed on when clicking on search results listing your site crafted.co.uk @craftedmedia
  • 23. 1 2 3 4 5 6 7 Link to Webmaster Tools How to create the link 1. Click the SEO section 3. Click “Edit” 2. Presented with this message 4. Select property crafted.co.uk @craftedmedia
  • 24. 1 2 3 4 5 6 7 Link to Webmaster Tools What does it look like? crafted.co.uk @craftedmedia
  • 25. 1 2 3 4 5 6 7 Link to Webmaster Tools What can I use it for? • The data is aggregated, for better or worse • It serves as a useful overview, but don’t sweat the details • Identify trends • Gives you an indication of search volumes & demand • Consider click through rate – are you relevant & enticing? crafted.co.uk @craftedmedia
  • 26. 1 2 3 4 5 6 7 Real time data See what’s happening on your site right now • Monitor launches • Social media stories • Impact of instance advertising such as TV • Response to direct marketing emails • Partnerships and mentions • PR and news activity crafted.co.uk @craftedmedia
  • 27. 1 2 3 4 5 6 7 Real time data crafted.co.uk @craftedmedia
  • 28. 1 2 3 4 5 6 7 Real time data What can you use it for? • Immediate feedback • Event monitoring • Reacting to site changes • Identifying trends during the day • Data can be surprising • Don’t be alarmed if numbers are low crafted.co.uk @craftedmedia
  • 29. 1 2 3 4 5 6 7 Custom reporting The exact data you need • Standard reports are limited to the default views – Can’t combine metrics • Custom reporting is like your own Analytics, make it what you want • The reports can then shared and included in a dashboard crafted.co.uk @craftedmedia
  • 30. 1 2 3 4 5 6 7 Custom reporting Metrics Dimensions crafted.co.uk @craftedmedia
  • 31. 1 2 3 4 5 6 7 Custom reporting Metrics - numbers Dimensions - attributes Visits Landing page Pageviews Keyword Goal completion rate % Browser Revenue Source Bounce rate % Medium Average time on site City crafted.co.uk @craftedmedia
  • 32. 1 2 3 4 5 6 7 Custom reporting crafted.co.uk @craftedmedia
  • 33. 1 2 3 4 5 6 7 Custom reporting crafted.co.uk @craftedmedia
  • 34. 1 2 3 4 5 6 7 Custom reporting crafted.co.uk @craftedmedia
  • 35. 1 2 3 4 5 6 7 Custom reporting crafted.co.uk @craftedmedia
  • 36. 1 2 3 4 5 6 7 Custom reporting What can I use it for? • Create common reports you need often, as well as new insight • The power is often in drilling down – Group landing page with referrer – City to keyword • http://crftd.md/customreporting • http://www.customreportsharing.com/ crafted.co.uk @craftedmedia
  • 37. 1 2 3 4 5 6 7 Export to Excel What’s the benefit? • Analytics is poor a manipulating data • You can’t group things very easily within Analytics • Difficult to combine reports, especially across domains • Metrics are broadly limited to totals • Faster, much faster crafted.co.uk @craftedmedia
  • 38. 1 2 3 4 5 6 7 Export to Excel Define your data • Choose your report view • Apply custom segments • Filter if required crafted.co.uk @craftedmedia
  • 39. 1 2 3 4 5 6 7 Export to Excel Number of rows • Default view is 10 rows • 25, 50, 100, 250, 500 available via dropdown • Hack the URL for more rows 1. Change view to >10 2. Look for the number at the end of the URL https://www.google.com/analytics/web/#report/trafficsources-all-traffic/a431143w710102p685592/%3Fexplorer- table.rowStart%3D0%26explorer-table.rowCount%3D25/ https://www.google.com/analytics/web/#report/trafficsources-all-traffic/a431143w710102p685592/%3Fexplorer- table.rowStart%3D0%26explorer-table.rowCount%3D3000/ crafted.co.uk @craftedmedia
  • 40. 1 2 3 4 5 6 7 Export to Excel What can I use it for? • Getting smarter with data • Combining sources and controlling • Board reporting • Pivot tables can be incredibly powerful crafted.co.uk @craftedmedia
  • 41. 1 2 3 4 5 6 7 Create Intelligence Alerts Get notified of changes on your site • Automatic reporting of metrics • Early visibility of issues • Monitor site behaviour, especially after code changes • Option to have alerts emailed to you crafted.co.uk @craftedmedia
  • 42. 1 2 3 4 5 6 7 Create Intelligence Alerts How to set them up 1. Click the Intelligence events section 2. Manage custom alerts crafted.co.uk @craftedmedia
  • 43. 1 2 3 4 5 6 7 Create Intelligence Alerts What can I use it for? • Auto reporting of sales trends • Monitor enquiry volumes • Site changes – good or bad? • Traffic monitoring • Beware of becoming blind to them crafted.co.uk @craftedmedia
  • 44. 7 ways to get more from Google Analytics Tomorrow crafted.co.uk @craftedmedia
  • 45. Recap 1. Use advanced segments 2. Create custom dashboards 3. Link with Webmaster Tools for more data 4. Know real time reporting 5. Set up custom reports for the data you need 6. Export data to Excel to manipulate it quickly 7. Automatic alerts of changes to site behaviour crafted.co.uk @craftedmedia
  • 46. Thank you for listening Ian Miller Search Director ian.miller@crafted.co.uk Ipswich Studio 32 Fore Street, Ipswich, IP4 1JU T. +44 (0) 1473 213222 E. hello@crafted.co.uk www.crafted.co.uk