Mining Google Analytics for Marketing Insights

MINING GOOGLE ANALYTICS
FOR MARKETING INSIGHTS
Kash Dhanda | President of Ezra Digital
Web: www.EzraDigital.com Email: kash@ezradigital.com Phone: 412-465-0134

3MINING GOOGLE ANALYTICS | Ezra Digital
WHY GOOGLE
ANALYTICS?

REASON #1: FULLY FEATURED
Conversion tracking
Multi-channel attribution
Custom segments
Intelligence events
Real time monitoring
Custom dashboards
Funnel visualization
Custom variables

REASON #2: THE COMMUNITY

REASON #3: IT’S GOOGLE

REASON #4: FREE

WHAT YOU CAN DO WITH GA
Demonstrate financial value
of marketing
Troubleshoot your website
Track the impact of email
newsletters
Evaluate social media
performance
Automate reporting to save
time
Determine need for
responsive design
Benchmark against your
industry
Follow specific groups of
visitors

OVERVIEW
The Magic Proper Account
Setup
Generating
Insights
Q&A
1 2 3 4

THE DASHBOARD

JARGON
• Visitor = Individual website visitor
• Session = Visit
• Pageview = Each individual page visit
• Segment = Segment of data, not traditional marketing segments
• Conversion = Action being taken
• Bounce rate = % of times a visitor left after seeing only one page

DEFINING WEB OBJECTIVES

DETERMINING YOUR WEB OBJECTIVES
• Why does your website exist?
• What job is your website doing?
• What is of value to the
company?
• Ask other stakeholders

EXAMPLE OBJECTIVES
Build brand awareness
Showcase portfolio/case
studies to build trust
Move prospects through the
decision funnel
Establish authority or
thought-leadership
Supplemental sales tool
Showcase press and awards
Find and recruit new talent
Nurture relationships with
existing clients

GOALS IN GOOGLE ANALYTICS
• Actions/behaviors that are of
value
• Flow from web objectives
• Manually created

3 EXAMPLE GOALS
1. Branding Websites: Visit Duration
Type: Duration
Can be imprecise, so take with a grain of salt
2. Content Marketing Websites: Pages/Visit
Type: Pages/Screens per Session
Valuable for sites with portfolios and/or a blog
3. Lead Generation Websites: URL Destination
Type: Destination
Track visits to form completion pages/brochure downloads

SETTING UP GOALS

GOAL TYPES

DETERMINING FINANCIAL VALUE
• Hypothetical financial
value
• Evaluate how often the
users who complete the
goal become clients
• Use Average Client Size as
a rough guide

EXAMPLE FINANCIAL VALUE REPORT

SPLITTING UP TRAFFIC WITH SEGMENTS
• Isolate and analyze subsets of
your overall traffic
• Apply to individual reports
• Don’t change underlying data
• Compare whenever possible

EXAMPLE DEFAULT SEGMENTS

CUSTOM SEGMENTS

SETTING UP CUSTOM SEGMENTS

RECOMMENDED SEGMENT – BRAND INTEREST

RECOMMENDED SEGMENT – SERVICE/MARKET

RECOMMENDED SEGMENT – ENGAGED VISITORS

INTELLIGENCE EVENTS
• Monitor your website traffic to
detect significant variations
• Automatic Alerts
• Custom Alerts

VIEWING AUTOMATIC ALERTS

SETTING UP CUSTOM INTELLIGENCE ALERTS

3 RECOMMENDED INTELLIGENCE EVENTS
1. Sessions Increases by 20% (Period: Daily)
Pleasant pat-on-the-back
2. Sessions Decreases by 20% (Period: Weekly)
Weekly to account for variability
3. Sessions Equals 0 (Period: Daily)
Site and/or tracking code is down

GETTING AN ACCOUNT

ADDING OTHER USERS

GETTING YOUR TRACKING CODE

TRACKING CODE INSTALLATION
• Content Management System
• Wordpress/Drupal/Joomla
Plugins
• Squarespace
• Manual Insertion
• Google Tag Manager

THE DASHBOARD

GETTING AROUND: MENU SECTIONS

GETTING AROUND: DATE RANGES

GETTING GOOD DATA: TRACKING URLS
• Use Everywhere
• Social media
• Newsletters
• Email signatures
• Referral links
• Case Study links
• URL Builder Tool
• Gaconfig.com/google-
analytics-url-builder

GETTING GOOD DATA: CAMPAIGN TAGGING
• Parameters
• High Level (ex. Government)
• Type of Source (ex. Email)
• Name of Source (ex. Newsletter)
• Optional Info 1 (ex. September)
• Optional Info 2
• More info:
Annielytics.com/guides/definitive-guide-
campaign-tagging-google-analytics/

3 COMMON SETUP MISTAKES
1. Not using the “new” Universal Tracking Code
Missing out on useful demographic and interest-based data
Will eventually be discontinued
2. Not turning on Site Search
Get actual Voice of Customer data
3. Not connecting to other Google Services
Adwords for clean campaign data
Webmaster Tools for better keyword/SEO data

THE APPROACH
• Think through digital strategy
• Create a list of questions, the
longer the better
• If you don’t know how to find
the answer, Google is your
friend

HOW DO VISITORS FIND MY SITE?
Acquisition > All Traffic > Source/Medium

WHAT DO VISITORS DO ON OUR SITE?
Behavior > Site Content > All Pages

WHAT IS THE BUSINESS IMPACT OF THE
WEBSITE?Conversions > Goals > Overview

WHICH SOCIAL MEDIA NETWORK IS BEST?
Acquisition > Social > Network Referrals

WHICH PROSPECTS ARE REALLY
INTERESTED?Audience> Technology > Network

WHAT CONTENT SHOULD WE ADD TO THE SITE?
1. Site Search
Behavior > Site Search > Search Terms
2. Interest Data
Audience > Interests > Overview
3. Top Attention Grabbers
Behavior > Site Content > Landing Pages
4. Behavior Flow
Behavior > Behavior Flow

OTHER QUESTIONS TO ASK
What is our most effective
content?
Which channels are our unsung
heroes?
What’s the worst content which
causes people to leave?
How do visitors move through
the site?
Does our site work across all
devices and browsers?
What other kinds of things are
my visitors interested in?
What’s the first thing people
see on our site?
Where do we have a
following, geographically?

ANALYSIS BEST PRACTICES
1. Compare trends over time using “Compare Dates”
2. Apply segments to reports whenever possible
3. Report in dollar amounts by adding financial values to goals

FOR MORE INFORMATION
• Slides available at: ezradigital.com/mining-google-analytics
• Analytics blogs:
Kaushik.net
Annielytics.com
Analytics.blogspot.com
• Other resources:
Google Analytics Youtube channel
Analytics Academy

EZRA DIGITAL ANALYTICS PACKAGE
Account setup
Custom dashboard creation
Strategy consultation
Website and account audit
Event tracking
Data-driven design suggestions
Referral spam blocking
Monthly reports

Questions?
Web: www.EzraDigital.com Email: kash@ezradigital.com Phone: 412-465-0134

Mining Google Analytics for Marketing Insights

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