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Actionable Insights From 
Google Analytics 
Presented by Arun Kothapally
Why Google Analytics? 
• It is FREE. 
• Easy to install. Use your Google account. 
• Easy to collaborate. 
• Many tutorials on the web to help you use Google 
analytics. 
• It is one of the best web analytics tool.
The Biggest Problem with Google 
Analytics……..
How to find actionable insights 
from Google Analytics? 
Say So What Thrice!
So what rule - Visitors 
Instinct Logic 
No of visitors to our 
site has reduced by 
20% this month. 
So What?
So what rule - Visitors 
We have to work 
harder and get more 
visitors to site. 
So What? 
Instinct Logic
So what rule - Visitors 
…………………….. I got YA! 
Instinct Logic
So what rule – Bounce Rate 
Our Bounce Rate has 
increased by 30% 
this month. 
So What? 
Instinct Logic
So what rule – Bounce Rate 
Google Analytics 
says these pages 
have bounce rates 
above 50%. 
So What? 
Instinct Logic
So what rule – Bounce Rate 
If we audit these 
pages individually 
and improve it we 
will make our pages 
more engaging. 
That is what I am 
talking about. 
Instinct Logic
Your Boss 
Lets Go and 
get this shit 
done!
Actionable Insights 
What 
specific 
action to 
perform? 
How will 
the specific 
action 
improve 
the 
business? 
Who is 
responsible 
for the 
action? 
By when 
should the 
action be 
performed?
Key Metrics 
Segmentation 
Actionable 
Insights
# of Product Sales 
20 
130 
62 66 
76 
184 
90 
100 
200 
180 
160 
140 
120 
100 
80 
60 
40 
20 
0
Traffic Source Vs. # of Product Sales 
200 
180 
160 
140 
120 
100 
80 
60 
40 
20 
0 
Referral 
Direct 
Email 
Social 
Google (Organic)
Digital 
Marketing 
Measurement 
Acquisition 
Behavior 
Outcomes
Acquisition Insights
% New Visits 
Possible Action Items 
1. Do a rank check on popular keywords. 
2. Update content regularly to increase direct traffic. 
Acquisition > Overview
Geographic Location 
Possible Action Items 
1. My target country is USA but most of my traffic is 
from India. I can never make good money. 
2. I see traction in Australia. I should launch set up 
operations in Australia too. 
Audience > Geo > Location
Queries 
Possible Action Items 
1. Lost rankings for these keywords. 
2. Need to make Titles clickable for these keywords. 
Acquisition > Search Engine Optimization > Queries > Impressions
Behavior Insights
Bounce Rate 
Possible Action Items 
1. We need to increase internal links on this pages so 
that the people are within our site. 
2. We need to improve CTA to make a user take action. 
Behavior > Site Content > All Pages
Cart Abandonment Rate 
Possible Action Items 
1. About 56% of people drop off at shopping cart. Need 
to do optimize and test the variations. 
2. 63% people drop off at checkout. Should try multiple 
step checkout.
Outcomes Insights
Time Lag Possible Action Items 
Run retargeting campaigns for upto more than 12 days to increase 
conversions. 
Audience > Behavior > Engagement > Page Depth
Assisted Conversions 
Possible Action Items 
1. We suck at Email Marketing or email marketing is NOT for our 
business. 
2. Social Media assists in conversions. It is worth investing time in it. 
Conversions > Attribution > Model Comparison
Prioritize Actions 
Impact Time Effort Internal 
Dependencies 
External 
Dependencies 
Priority 
Action 1 
Action 2 
Action 3 
Use a scale of 1-10 to define each column 
Priority Formula : Impact*Time*Effort – (Internal + External Dependencies)
Don’t be a reporting rogue 
or a data douchebag be an 
Analytics Ninja because….
Actions 
drives 
business forward 
not data or reports
Let Us Talk…..

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Google-analytics-action-items

  • 1. Actionable Insights From Google Analytics Presented by Arun Kothapally
  • 2. Why Google Analytics? • It is FREE. • Easy to install. Use your Google account. • Easy to collaborate. • Many tutorials on the web to help you use Google analytics. • It is one of the best web analytics tool.
  • 3. The Biggest Problem with Google Analytics……..
  • 4.
  • 5. How to find actionable insights from Google Analytics? Say So What Thrice!
  • 6. So what rule - Visitors Instinct Logic No of visitors to our site has reduced by 20% this month. So What?
  • 7. So what rule - Visitors We have to work harder and get more visitors to site. So What? Instinct Logic
  • 8. So what rule - Visitors …………………….. I got YA! Instinct Logic
  • 9. So what rule – Bounce Rate Our Bounce Rate has increased by 30% this month. So What? Instinct Logic
  • 10. So what rule – Bounce Rate Google Analytics says these pages have bounce rates above 50%. So What? Instinct Logic
  • 11. So what rule – Bounce Rate If we audit these pages individually and improve it we will make our pages more engaging. That is what I am talking about. Instinct Logic
  • 12. Your Boss Lets Go and get this shit done!
  • 13. Actionable Insights What specific action to perform? How will the specific action improve the business? Who is responsible for the action? By when should the action be performed?
  • 14. Key Metrics Segmentation Actionable Insights
  • 15. # of Product Sales 20 130 62 66 76 184 90 100 200 180 160 140 120 100 80 60 40 20 0
  • 16. Traffic Source Vs. # of Product Sales 200 180 160 140 120 100 80 60 40 20 0 Referral Direct Email Social Google (Organic)
  • 17. Digital Marketing Measurement Acquisition Behavior Outcomes
  • 19. % New Visits Possible Action Items 1. Do a rank check on popular keywords. 2. Update content regularly to increase direct traffic. Acquisition > Overview
  • 20. Geographic Location Possible Action Items 1. My target country is USA but most of my traffic is from India. I can never make good money. 2. I see traction in Australia. I should launch set up operations in Australia too. Audience > Geo > Location
  • 21. Queries Possible Action Items 1. Lost rankings for these keywords. 2. Need to make Titles clickable for these keywords. Acquisition > Search Engine Optimization > Queries > Impressions
  • 23. Bounce Rate Possible Action Items 1. We need to increase internal links on this pages so that the people are within our site. 2. We need to improve CTA to make a user take action. Behavior > Site Content > All Pages
  • 24. Cart Abandonment Rate Possible Action Items 1. About 56% of people drop off at shopping cart. Need to do optimize and test the variations. 2. 63% people drop off at checkout. Should try multiple step checkout.
  • 26. Time Lag Possible Action Items Run retargeting campaigns for upto more than 12 days to increase conversions. Audience > Behavior > Engagement > Page Depth
  • 27. Assisted Conversions Possible Action Items 1. We suck at Email Marketing or email marketing is NOT for our business. 2. Social Media assists in conversions. It is worth investing time in it. Conversions > Attribution > Model Comparison
  • 28. Prioritize Actions Impact Time Effort Internal Dependencies External Dependencies Priority Action 1 Action 2 Action 3 Use a scale of 1-10 to define each column Priority Formula : Impact*Time*Effort – (Internal + External Dependencies)
  • 29. Don’t be a reporting rogue or a data douchebag be an Analytics Ninja because….
  • 30. Actions drives business forward not data or reports