Data provided by Google analytics is endless. It is the duty of an analyst to get meaningful insights.

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……..

5. Say So What Thrice!
How to find actionable insights
from Google Analytics?

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. …………………….. I got YA!
So what rule - Visitors
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. If we audit these
pages individually
and improve it we
will make our pages
more engaging.
That is what I am
talking about.
So what rule – Bounce Rate
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
0
20
40
60
80
100
120
140
160
180
200

16. Traffic Source Vs. # of Product Sales
0
20
40
60
80
100
120
140
160
180
200
Referral
Direct
Email
Social
Google (Organic)

17. Digital
Marketing
Measurement
Acquisition
Behavior
Outcomes

18. Acquisition Insights

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
Acquisition > Search Engine Optimization > Queries > Impressions
Possible Action Items
1. Lost rankings for these keywords.
2. Need to make Titles clickable for these keywords.

22. Behavior Insights

23. Bounce Rate
Behavior > Site Content > All Pages
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.

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.

25. Outcomes Insights

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
Priority Formula : Impact*Time*Effort – (Internal + External Dependencies)
Use a scale of 1-10 to define each column

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

31. Let Us Talk…..