This document discusses how to optimize a company's marketing channels and campaigns using Google Analytics advanced segments. It provides examples of how the company Fiverr used segments to analyze user behavior from different marketing campaigns and landing pages. This allowed Fiverr to identify high performing campaigns, optimize landing pages, and increase key metrics like registrations and orders by over 200% through A/B testing. It also discusses how to automate segment analysis using the Google Analytics API to save time and provide data at scale for large amounts of traffic.

1. www.fiverr.comwww.fiverr.comwww.fiverr.com
BOOST YOUR BUISNESS
WITH GOOGLE
ANALYTICS ADVANCED
SEGMENTS

2. www.fiverr.comwww.fiverr.com
Fiverr and the buyer behavior model
Implement in Google Analytics
Optimizing using GA advanced segments
Automation with GA API (and how to avoid advanced
segments sampled data)
Today’s Agenda

3. www.fiverr.comwww.fiverr.com
World’s largest marketplace
for creative services.
THE WORLD’S LARGEST MARKETPLACE
FOR CREATIVE AND PROFFESIONAL
SERVICES.

4. www.fiverr.comwww.fiverr.com
Buyers behavior model
FTB
Channels
Brand
SEO
SEM
Facebook
Viral
KPI’s
Usage
Registration
First Order
Revenue
LTV
Returning
Class
Regular
Silver
Gold
Diamond
Platinum
Campaigns
Triggered
Emails
Marketing
Emails
Retargeting
KPI’s
Revenue
AOV
Frequency

5. www.fiverr.comwww.fiverr.com
Implementing Fiverr
revenue model in Google
Analytics

6. www.fiverr.comwww.fiverr.com
Channels and KPI’s (metrics)

7. www.fiverr.comwww.fiverr.com
Tag Channels with 5 UTM’s
Stands forUTM
Website originSource
Group websites originsMedium
Marketing activityCampaign
Differentiate adsContent
Search engineKeyword

8. www.fiverr.comwww.fiverr.com
UTM’s best practice
CampaignMediumSource
LogoDisplayFacebook
LogoDisplayWalla
LogoDisplayFacebook
LogoSocialFacebook
LogoDisplayFacebook
illustrationDisplayFacebook

9. www.fiverr.comwww.fiverr.com
Google Analytics KPI’s
USAGE
GOALS
ECOMMERCE

10. www.fiverr.comwww.fiverr.com
Registration as Goal KPI’s

11. www.fiverr.comwww.fiverr.com
If relevant add Funnel

12. www.fiverr.comwww.fiverr.com
Now that we have
Channels and KPI’s
defined…
We can start optimizing

13. www.fiverr.comwww.fiverr.com
Optimizing logo landing page
Noisy background
Logo position
Fuzzy title
Random Gigs
Hidden signup
Signup redirects to HP
Links to sub-categories

14. www.fiverr.comwww.fiverr.com
Logo landing page
170% Increase in Registrations

15. www.fiverr.comwww.fiverr.com
Analyzing technique
Always a/b tests
Optimize all KPI’s
Find correlation
Weighted KPI’s

16. www.fiverr.comwww.fiverr.com
Why we choose Vintage ?

17. www.fiverr.comwww.fiverr.com
3 Questions about logo
campaigns users
What Gigs they:
1. Browse
2. Search
3. Purchase first time

18. www.fiverr.comwww.fiverr.com
Answer with Advanced
Segments
Isolate subset of your data
Easy to create, edit and share
Apply to past data
Caveats
Sampled data when < 500k sessions
Calculation at property level

19. www.fiverr.comwww.fiverr.com
How to add segment

20. www.fiverr.comwww.fiverr.com
Choose built in system segment

21. www.fiverr.comwww.fiverr.com
Create custom segment

22. www.fiverr.comwww.fiverr.com
Analyze segmented data

23. www.fiverr.comwww.fiverr.com
3 Questions about logo
campaigns users
What Gigs they:
1. Browse
2. Search
3. Purchase first time

24. www.fiverr.comwww.fiverr.com
Logo segment

25. www.fiverr.comwww.fiverr.com
Gigs they browse

26. www.fiverr.comwww.fiverr.com
Gigs they search

27. www.fiverr.comwww.fiverr.com
In order to see first purchase
we need FTB condition

28. www.fiverr.comwww.fiverr.com
Gigs they purchase

29. www.fiverr.comwww.fiverr.com
Vintage Gigs in logo landing
page!

30. www.fiverr.comwww.fiverr.com
Moving forward…
New landing page and
another interesting
question…

31. www.fiverr.comwww.fiverr.com
Do we want users to click on the
Gigs?
Group
A
Group
B

32. www.fiverr.comwww.fiverr.com
Creating new segment

33. www.fiverr.comwww.fiverr.com
Clicking Gigs is less effective
Group
A
Group
B
Group A
Registration
FTB
Pages/Session
AVG Session
X6
X4
X1.4
X1.6

34. www.fiverr.comwww.fiverr.com
A/B Test to verify
17% Increase in Registrations

35. www.fiverr.comwww.fiverr.com
Logo summary
300+ a/b test
Registrations
Orders
Revenues
Google quality score increased significant
+275%
+100%
+82%

36. www.fiverr.comwww.fiverr.com
Automation using Google
analytics API

37. www.fiverr.comwww.fiverr.com
Google analytics spreadsheet
add-on
Data from multiple views
Compute custom calculations
Create visualizations
Schedule reports

38. www.fiverr.comwww.fiverr.com
Create your first API request
Install the GA add-on
In menu click “Create report”
Select account information
Choose Metrics and Dimensions

39. www.fiverr.comwww.fiverr.com
Add other configurations

40. www.fiverr.comwww.fiverr.com
Running the API request

41. www.fiverr.comwww.fiverr.com
Advanced segments and
Sampled data
Caveats
Sessions > 500K
Calculation at property level

42. www.fiverr.comwww.fiverr.com
Task from the boss
Users and AOV from
USA
and
Purchase “logo design”
website traffic is 500K/month sessions.

43. www.fiverr.comwww.fiverr.com
Add segment

44. www.fiverr.comwww.fiverr.com
Creating custom segment

45. www.fiverr.comwww.fiverr.com
Using GA reporting
500K sessions/month
12 Reports

46. www.fiverr.comwww.fiverr.com
But… if we want to save time

47. www.fiverr.comwww.fiverr.com
Duplicate it X12

48. www.fiverr.comwww.fiverr.com
Hit the run button and sit back

49. www.fiverr.comwww.fiverr.com
Data integrity
Define goals
Tag campaigns
Analyze with segments
Leverage API
Work hard!
Final thoughts

50. www.fiverr.comwww.fiverr.com
Thank you