Delivered by redpandas.com.au, this presentation was presented to over 40 marketers, business owners & start-ups on the 24th May 2016 at the Aeona Business Centre. According to data supported by BuiltWith, less than 10% of all websites have Google Analytics, fewer still actually know how to interpret the powerful yet overwhelming data available to them. In this presentation, I went over an approach that asked key questions first then demonstrated how to find the answers in analytics - as opposed to what most people do: jump into the data in the hopes of finding something that sticks out. We looked at: • Setting up Google Analytics to report on your actual commercial goals and objectives. • An assortment of ‘secret’ tools used by digital agencies you can use yourself • A key difference of this masterclass is using Google analytics to answer questions (as opposed to using data retrospectively to make sense of it). Answering questions such as: • What are the characteristics of people who visit my site? • How does my site compare to other sites in my specific industry? • Is there data in analytics that will help me with content for social media? • Where is my traffic coming from? • What sources are engaged and what sources are converting? • What pages do I need to work on according to the data?

1. Google Analytics:
Reporting & Metrics That Matter
Presenter: Moby Siddique

2. Moby Siddique
Co-founder / Head of Strategy
Podcast host of InboundBuzz
Guest Lecturer @ UWS / USYD

3. 1. Introduction
2. Basic terms you need to know
3. Business Objectives & Goals
4. Reports – Audience & Benchmarking
5. Reports – Acquisition
6. Reports – Behaviour
7. Reports – Conversions
8. Tools.. Tools.. Tools..
9. Q&A
Tonight’s Agenda

4. Great Reporting is process of..
Statistics RecommendationsInsights

5. Not a single thing on this page helps me make good decisions.

6. - Data can’t be trusted.
- Decisions fall back to intuition.
- Opinion falls back to ‘Highest Paid person’s opinion’
- We sell our own efforts short
Vanity Metrics are dangerous because..

7. Key Terminology
3

8. Use Annotations to Provide Context

9. Use Annotations to Provide Context

10. Examples where you can use annotations:
• All online/offline marketing campaigns.
• Key dates & holidays e.g. Valentines, Mothers Day etc
• Major website changes e.g. new profile, new website,
new goals
• New AdWords campaign
Use Annotations to Provide Context

11. Key Terminology
Q: Percentage of new sessions? A: New sessions within specified time frame.

12. Key Terminology

13. Q: Percentage of new users? A: However long your GA has data for
Key Terminology

14. Objectives & Goals

15. Goals based on your business model

16. Macro & Micro Conversions

17. Common Micro Conversions
- Subscribe to Newsletter
- Social media share
- eBook download
- Used online tool
- Add product to cart
- Store locator
- Reading product review
- Watching video
- Live chat
- Reading reviews

18. Types of goals
In most cases you will be setting up Page-based goals.
Goals will only show data from the date you create them.

19. Page based goals

20. Setting Up Goals: Step-by-Step
Step 1. Define Goals in terms of Macro & Micro conversions.
As an exercise, for every 1 macro conversion, define 1 micro
conversion
Consider writing/typing these out including the possible URL’s in the journey
beforehand. Include: 1. Macro/Micro 2. Steps 3. URL 4. Lead Value

22. Step 2. Create a Goal in Analytics
Admin > Goals > New Goal
Setting Up Goals: Step-by-Step

23. Step 3. Configure the Goal
Setting Up Goals: Step-by-Step

24. Step 3. (continued) Configure the Goal
Setting Up Goals: Step-by-Step

25. Step 4. Calculate Goal Value
Setting Up Goals: Step-by-Step

26. Reports: Audience

27. Audience: Demographics
Does our website attract our targeted persona’s?
Who is the ‘person’ who visits us?
Well, from the Demographics report alone, for online retailer, I know:
o Our website resonates most with the 25-34 female demographic who visit the
most and spend the most.
o Older females visits more pages & generally spend more time on the website.
The 45-54 segment also has the highest conversion rate @ 1.86%
o Although the second highest visitors age bracket, 18-24 spend less than
woman aged 35-45
o The 35-44 segment, although visiting the site less than 18-24 year olds,
spent $8K in the last month.
We know older women do their research, will research if there is information
available and have good conversion rates.
Is our digital strategy targeting this demographic adequately? Do we need a
new line?

28. Insight: Site overwhelming finding affinity with 25-34
female bracket.
Audience: Demographics

29. Insight: 35-44 second biggest spenders,45-54 highest
converting bracket, high pages/visit for certain segments
Audience: Demographics

30. Insight: Men have the highest conversion rate
Audience: Demographics

31. Is there any behavioural data I can utilise for Social
Media, Content Marketing & Social Media Advertising?
Note: Good for ideas but limited accuracy. Ideal for exploratory research.
Audience: Demographics

32. Where can I find data pertaining to locations where I actually service?
Customise the Geographic report to identify:
o A clean bounce rate
o Acquisition, Behavioural & Conversion data by city
Audience: Location Data

33. What is my mobile vs desktop vs tablet breakdown and how engaged
are user from each device? Are they completing macro/micro goals?
Be sure to edit and change the goal definition to check both macro and
micro goal completions.
Audience: Mobile Users

34. Plot rows: plot mobile vs non-traffic
Mobile didn’t contribute significantly to increases/decreases
in traffic.
Audience: Mobile Users

35. Audience: Benchmarking
How are we doing compared to other websites like us?

36. How are we doing compared to other websites like us?
Audience: Benchmarking

37. How are we doing compared to other websites like us?
Audience: Benchmarking

38. Reports: Acquisition

39. Source vs Medium
What’s the difference?
Source: Where is the message
being seen or displayed?
For example ‘I see it on Google’
Medium: How is the message
communicated? Organic? Was it
paid for?

40. Acquisition: All Traffic
Where is my traffic coming from (medium)?
How engaged is it? How is it converting?

41. What is the medium contribution to traffic?
Different views i.e. Pie, bar although useful, can be
further expanded on
Acquisition: All Traffic

42. What is the medium contribution to conversions?
Acquisition: All Traffic

43. Acquisition: Source/Medium bounce?
By comparing visits to bounce rate and selecting the ‘comparison
view’ we get a measure of bounce rate vs site average.

44. Reports: Behaviour

45. Behaviour: All Pages
All Pages shows you all the different page people are engaging with. This
is the ideal report to place context around for each metric for instance the
bounce rate.
Where are visitors going to on my website and what are they doing
there?

46. What are the entry and exit paths visitors are taking to key pages?
Behaviour: Navigation Summary

48. Behaviour: Landing Pages
What are the first pages visitors see when they visit my site? Are they
effective?

49. Reports: Conversions

50. Conversions: Goals
Am I getting ROI from my channels? In other words, are my
sources/mediums converting?

51. Goal Funnel Visualisation

52. Tools, tools, tools

53. 1. Importing Useful Dashboards

54. 1. Importing Useful Dashboards
Find:
Content
Analysis
Dashboard
& import

55. 2. Report Garden
PDF reporting tool that plugs into Analytics software.

56. 2. Report Garden - Analytics
High level stats, editable regions in pdf to add your own comments.

57. 2. Report Garden - Analytics
Out of the box reports for:
o Sessions
o Page Views
o Organic Sessions
o Sessions from Mediums
o Traffic sources
o Devices
o City (by default)
o Landing Page Stats
o Search Queries
o Campaigns

58. 3. Qwill Engage
Google Analytics tool that will write
you an English language report on
your insights.
Top level, editable. Goes beyond
stats, takes you to the insights level.
Huge time saver! Free version
available. Starts from $20/month

59. 3. Qwill Engage
“Overall sessions increased by
13% month-over-month to
4,460. That's more than your
12-month monthly average of
4,061 sessions.
Referrals and direct traffic both
drove the increase in traffic,
rising 17% and 9%,
respectively
.

60. 3. Qwill Engage

61. Ask questions 1st then get data to answer
Review your goals regularly (weekly or monthly). Review goal
types quarterly (micro goals)
Does our site attract our targeted persona? Who is the ‘person’
Is their interest data I can use for Social, Content?
Mobile vs Desktop Visitors?
How are we doing compared to our industry?
Where is my traffic coming from? Is it engaged? Is it converting?
What are people doing once they get to my site? Thank you
pages?
What sources/mediums are converting for me?
Remember: Tools are not silver bullets, skills pay the bills!

62. Thank you, keep in touch!
RedPanda’s is a full service
digital marketing & consultancy
agency. We service SMBs (small-to-
medium businesses) to Large
businesses.
moby@redpandas.com.au
twitter: @MobySiddique
www.redpandas.com.au
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