Delivered this presentation in a Learn with Google publisher event in London in May 2014. It focuses on understanding multiscreen user behaviour with the help of Google Analytics data especially focusing on engagement and loyalty elements.

1. Understand your multi-screen users
with Google Analytics
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant

2. PCs are now small share of connected devices…Mobile is
the only media time that’s growing
Source: Business Insider

3. Source: Millward Brown, AdReaction 2014 Report, Marketing in a multiscreen world

4. source: IBM CMO Research
CMOs feel unprepared to...

5. Being afraid of data
does not
help!

6. A metric is a measurement
MetricsDimensions
Dimensions describe attributes
Number of visits
Number of visitors
Page views
Time on site
Visitor city or region
Referring traffic source
Browser type
Operating System

8. Main Idea
Maximize value of each
pageview
Main Idea
Get users to look at more
pages
Main Idea
Get users to come back
more often
Main Idea
Attract new users to the
site
Loyalty
Visits / User
RPM
Revenue / Pageview
Depth of Visit
Pageviews / Visit
Time Spent / Visit
# of Users
Revenue / User
LONG TERM REVENUE

9. All data in aggregate is
"useless"

10. Add context to your data!
Segment & segment: To find out more about the metric.
source: http://www.kaushik.net/avinash/excellent-analytics-tip2-segment-absolutely-everything/
Trends give nice context on if we
are up or down over a time period.

13. When we segment AdSense clickers, Analytics
will become a huge AdSense report

14. Does AdSense impact user engagement?

15. Cohort analysis: ability to create a unique
group of visitors that share a commonality

16. Cohort analysis: measure retention
Question: Among the
visitors who visited my
site last month
(because of a PPC
campaign), how many
of them came back this
month?

17. “If you torture the data
long enough, it will
confess.”
Ronald Coase
Professor Emeritus of Economics
University of Chicago Law School

18. What percentage of your traffic is coming from
mobile devices?
“Audience” → “Mobile” →
“Overview”
“Audience” → “Mobile” →
“Devices”

19. Which screen resolution is more engaging?
“Audience” → “Mobile” → “Devices”

21. What are your top pages across devices?
What to prioritize for mobile optimization?
“Behavior” → “Site Content” → “All Pages”

22. What are the most common user paths through
your site?
Note differences across devices. (“Audience” → “Visitors Flow”)

23. What traffic sources are most valuable to you?
● How do users get to your site?
● Is this different for mobile? “Acquisition” → “All Traffic”

24. Check speed suggestions in Google Analytics

26. Focus on areas with higher user attention

27. Demographics and Interest Reports
goo.gl/
iEyQzd

28. Shakespeare invented over 1700 of our
common words
Be
creative!

29. Breaking Down Cross-device Barriers
Mobile Web
& App
Desktop
Website
Game
Console TV
Set-Top-Box
Point of
Sales
User ID
Client ID Client ID Client ID Client ID Client ID

30. solymol
y
&cid=111 &cid=222 &cid=333
=
Unique
Visitors
3
Measurement with Client ID

31. solymol
y
&cid=111 &cid=222 &cid=333
Cross Device Measurement with User ID
&uid=456 &uid=456 &uid=456
=
Unique
Visitor
1

32. Device Paths with Cross Device Measurement

33. Traffic Growth
Dashboard
goo.gl/
UnrEah

34. Engagement & Loyalty
Dashboard
goo.gl/
UnrEah

35. Perspective matters...
10/90 Rule
Image Credit: Getty & Imgur

36. Thanks!
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant