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8 Useful and Rarely Used Google Analytics Report & Features

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See the live recording at http://verticalmeasures.com/webinars Chris Sietsema mines for Google Analytics gems in this content marketing and digital marketing measurement webinar.

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8 Useful and Rarely Used Google Analytics Report & Features

  1. 1. GOOGLEANALYTICS: MINING FOR GEMS 8 HIGHLYUSEFUL REPORTS &FEATURES
  2. 2. Mining for Gems • Improving Data Accuracy • Demonstrating ROI • Content Marketing Analytics • Features for Efficiency ! Chris Sietsema • Digital Marketing Consultant • 15+ Years of Experience • Working in Phoenix, AZ
  3. 3. Analytics is Not: 12% 13% 34% 41% Neat! Pretty Neat Somewhat Neat Not Really Neat at All
  4. 4. “The wisest are not really wise but seekers after wisdom.” - Plato
  5. 5. PRECISION Segments Filters UTM Codes VERACITY Events Scroll / Reader Multi-Channel EFFICIENCY Alerts Shortcuts Groups
  6. 6. SEGMENTS
  7. 7. Segments & Filters ADVANCED SEGMENT
  8. 8. Segments & Filters FILTER
  9. 9. Divide & Conquer • Apply a segment or a lens over (nearly) every report. • By isolating traffic from a particular source, visits to a particular page, and other behaviors, we can learn more about our campaigns and content performance.
  10. 10. Blog Much? Scanners &Speed Readers OnThe Hook THIS BLOGTHING WORKS!!! Let’s Hope They’re Not Driving
  11. 11. FILTERS
  12. 12. Ghost Spam • semalt.com • share-buttons.xyz • free-social-buttons.com • buy-cheap-online.info • alibestsale.com • black-friday.ga • traffic2cash.xyz • quit-smoking.ga • santasgift.ml
  13. 13. Ghost Spam Filter
  14. 14. UTM CODES
  15. 15. Where Did They Come From? • Campaign tracking is essential to understanding which marketing channels (and dollars) are working best. • Special codes can be added to the URLs used in specific campaigns. • These codes attach values to the source of traffic.
  16. 16. How UTM Codes Work LANDING PAGE URL RETARGETING GOOGLE FREETRIAL ORANGE
  17. 17. How UTM Codes Work LANDING PAGE URL RETARGETING GOOGLE FREETRIAL ORANGE
  18. 18. Campaign Tracking Worksheet
  19. 19. CUSTOM EVENTS
  20. 20. “THANKYOU” Conversion Types DESTINATIONS “CLICK HERE” EVENTS
  21. 21. Events Reports
  22. 22. CUSTOM EVENT EVENT CATEGORY EVENT ACTION EVENT LABEL Add Product to Cart Cart Add Add to Cart - {{Product Name}} Customer Support Email Support Email Support - {{Page Name}} Clicks to Pinterest Social Click Pinterest Download Nutrition Info Content Download Product Nutrition Driving Directions Directions Click Driving Directions Map Product Demo Video Video Play Product Demo Video Metrics Matrix
  23. 23. Why Use a Tag Manager?
  24. 24. Why Use a Tag Manager?
  25. 25. Helpful Hints https://goo.gl/EKqEXz
  26. 26. Advice for Content Marketers
  27. 27. SCROLL / READER TRACKING
  28. 28. Scroll Depth http://scrolldepth.parsnip.io/
  29. 29. Reader Tracking bit.ly/readerTracking Page Loads Visitor Scrolls Bottom of Content Bottom of Page Justin Cutroni
  30. 30. MULTI-CHANNEL REPORTS
  31. 31. Kyle Korver » 3 points
  32. 32. DIRECTSEOEMAILRETARGETING A Shaky Parallel LINKEDIN DIRECTLAST INTERACTION MODEL =
  33. 33. Assisted Conversions & Paths
  34. 34. Assisted Conversions & Paths
  35. 35. Metrics by the Sales Funnel SHARE DO THINK SEE • Awareness: Visitors, Followers, Impressions, “Branded” Search Volume • Consideration: Carts + Engagement with Content and Product Materials • Conversions: Leads / Product Sales • Loyalty & Evangelism: Return Customers, Reviews, User Generated Content @avinash
  36. 36. ANALYTICSALERTS
  37. 37. Businesses don’t fail because mistakes happen. ! Businesses fail because mistakes aren’t found and corrected.
  38. 38. Custom Alerts
  39. 39. Heads Up!
  40. 40. Proactive Metrics Management
  41. 41. Create Alerts • Substandard Traffic • Poor Revenue Metrics • Zero Conversions • Limited Lead Flow • Other Avoidable Scenarios
  42. 42. SHORTCUTS
  43. 43. Analyze Faster
  44. 44. Setting Up Shortcuts
  45. 45. Setting Up Shortcuts
  46. 46. CONTENT GROUPINGS
  47. 47. Groupings vs. Groups ! CONTENT GROUPINGS GROUP GROUP GROUP GROUP ITEM ITEM ITEM ITEM ITEM ITEM ITEM ITEM ITEM ITEM ITEM ITEM ITEM ITEM ITEM ITEM
  48. 48. Groupings vs. Groups ! PET STORE DOG FISH CAT BIRD FOOD HEALTH TREATS TOYS FOOD HEALTH EQUIPMENT AQUARIUMS FOOD HEALTH TREATS TOYS FOOD HEALTH TREATS CAGES
  49. 49. Sample Setup
  50. 50. Sample Setup
  51. 51. Content (Marketing) Groupings ! CONTENTTOPICS TOPICA TOPIC C TOPIC B TOPIC D BLOG WEBINAR VIDEO DOWNLOAD BLOG WEBINAR VIDEO DOWNLOAD BLOG WEBINAR VIDEO DOWNLOAD BLOG WEBINAR VIDEO DOWNLOAD
  52. 52. ! CONTENT MODES BLOG WEBINAR VIDEO DOWNLOAD TOPICA TOPIC C TOPIC B TOPIC D TOPICA TOPIC C TOPIC B TOPIC D TOPICA TOPIC C TOPIC B TOPIC D TOPICA TOPIC C TOPIC B TOPIC D Content (Marketing) Groupings
  53. 53. “Failure is not fatal, but failure to change might be.” - John Wooden
  54. 54. Chris Sietsema • hello@teachtofishdigital.com • @sietsema • linkedin.com/in/sietsema • 480.570.1636

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