Post on 06-May-2015
description
Google Analytics Workshop
Using Google Analytics to Improve Your Website
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Your Guide
2
Jeff Sauer Marketer and Entrepreneur Knowledge Land Minneapolis, MN, USA Email: jeff@jeffaly5cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly5cs
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
About Jeff Sauer
• Google AdWords Cer5fied Partner since 2006
• Google Analy5cs Cer5fied Partner since 2009
• Named 2012 CIO of the Year
• Adjunct Professor at St. Thomas
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
I LOVE Google Analytics!
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Remember the Scientific Method?
Report Your Results (Was Your Hypothesis
Correct?)
Ask a Ques5on
Do Background Research
Construct a Hypothesis
Test Your Hypothesis By Doing an Experiment
Analyze Your Data and Draw a Conclusion
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Where We Need to Improve
Analyze Your Data and Draw a Conclusion
Report Your Results (Was Your Hypothesis Correct?)
We Fail to Analyze and Reflect!
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
What Can Analysis Do For Us?
To Understand What is Working
To Fix Things that Are not Working
To Improve our Results To Calculate our Value
To Jus5fy and Encourage Investment To Tell our Visitor Story
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Google Analytics is Like Othello
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A Mile Wide, a Mile Deep
A Second to Learn A Lifetime to Master
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
A Tool to Help You Find Answers Not the Answer itself
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What You Will Experience Today
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Don’t Worry
Simplify the Complex
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My Attempt to Simplify the Complex
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Each Element Means Something
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Each Element Means Something
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Each Element Means Something
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Analytics is Turning Data into Information and Ultimately Knowledge
Data vs. Informa5on vs. Knowledge: hip://www.infogineering.net/data-‐informa5on-‐knowledge.htm
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Use Data to Tell a Story
Some Fundamentals
CREATING A GOOGLE ANALYTICS ACCOUNT
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Creating a Google Analytics Account
Sign up at h*p://www.google.com/analy:cs
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Choose Website for Tracking
Choose Web Site
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Use Universal Analytics
Choose Web Site
Universal Analy5cs Now Only Op5on
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Choose Data Sharing Settings
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Choose Data Sharing Settings
Recommended
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Choose Data Sharing Settings
Benchmark Other Sites
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Get the Code
Copy This Sec5on and Paste into a
TXT File
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Use Google Tag Manager
Sign Up: h*p://www.google.com/tagmanager
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Enter Tracking ID or Use a Macro
Check to Enable Demographics and
Remarke5ng
GETTING CLEAN DATA ON YOUR WEBSITE
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Don’t be Fooled By Your Traffic
Your Actual Traffic
How You Think About Your Traffic
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Stop Tracking Yourself
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Discover Your IP
Go To h*p://www.wha:smyip.com to learn Your IP Address
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Filter Your IP in Google Analytics
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Create a New Filter
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Enter Your IP Address
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Filtering Rules
Always create a back up profile with raw data
Large organiza5ons can filter ISP or IP ranges
If more than 10% of traffic, we have a
problem
Use advanced segments on historical data
Some paierns aren’t obvious
Annota5ons help share knowledge between
teams
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Use Annotations to Share Knowledge
Annota5ons help explain why things happened that way
SETTING GOALS FOR YOUR WEBSITE
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Set Strategic Goals
Macro Goals (Affiliate Clicks, AdSense, Sales)
Macro Goals = Top Line Revenue
Micro Goals (Downloads, Time on Site, Video Views, etc.) Micro Goals = Engaged Visitors
Configure your goals in Google Analy5cs sepngs
You can set up to 20 goals!
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Goals in Google Analytics
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Choose How to Track Goal
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Enter Goal Details
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Caution with Goals
Assigning a Goal Value to Revenue Related Goals is
Highly Recommended
Mul5ple Goals May Create Unrealis5c Revenue $ in
Reports
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
New: Share Goals!
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
New: Share Goals!
ANALYZE CONTENT PERFORMANCE
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What Content is Performing Best?
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Average Time on Page
Average Time on Page Indicates How Long Visitors are Engaging with Content
Generally, more 5me is beier
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Bounce Rate Bounce Rate Shows the Percentage of Visitors That Leave Your Site Having
Only Viewed This One Page
Lower is beier (but can be misleading)
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Page Value
Page Value Indicates the Rela5ve Value This Page Contributed to Your Goals
Goals Must be Configured to Work
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Content Performance Ideas
Find out which content is under-‐promoted in
social media
Time spent on content < 5me spent viewing
content
Feature downloadable content or calls to ac5on in each piece
Use events to lower bounce rate for engaged users
Advanced content tracking
Content marke5ng dashboards
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Advanced Content Tracking
Learn More: hip://cutroni.com/blog/2014/02/12/advanced-‐content-‐tracking-‐with-‐universal-‐analy5cs/
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Use Content Grouping
TRACKING SEO RESULTS IN GOOGLE ANALYTICS
THE VILLAIN: KEYWORDS (NOT PROVIDED)
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Once Upon a Time I Said…
“SEO is Analytics”
Jeff Sauer in 2009
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Rich Keyword Reports in 2009
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Rich Data Going Away
~50% of Keywords Not Provided in 2013
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(Not Provided) Soon to be 100%
100% of Keywords will be (Not Provided) in 5me
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
What Causes (Not Provided)?
Should we move to an all HTTPS web?: h*p://yoast.com/web-‐h*ps/
WAYS AROUND (NOT PROVIDED)
Photo Credit: One_Penny via Compfight
ORGANIC SEARCH REPORTS
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Organic Search Still a Channel/Medium
Organic Search Traffic is S5ll Available as a Channel
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Organic Search Still a Channel/Medium
Organic Search Traffic is S5ll Available as a Channel
Organic S5ll Available as a Medium
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
You Can Still Measure Traffic Trends
Traffic Comparison by Date S5ll Works Great!
LANDING PAGES
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Organic Landing Pages Not Exactly a Keyword, but
S5ll Preiy Awesome!
FILTER YOUR DATA
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Ugly Not Provided Keywords
What Does it Mean?
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Filter Data to Include Landing Page
How to steal some 'not provided' data back from Google: h*p://econsultancy.com/blog/8342-‐how-‐to-‐steal-‐some-‐not-‐provided-‐data-‐back-‐from-‐google
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Landing Page As Keyword Proxy
Not Perfect, but Much Beier!
WEBMASTER TOOLS
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Google Webmaster Tools Reports
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Google Webmaster Tools Reports Beau:ful (and Increasingly More Accurate) Search Data!
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Setting Up Google Webmaster Tools
Set Up Webmaster Tools Data Sharing
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Edit Webmaster Tools Settings
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Select Webmaster Tools Property
Select Your Site
Save Progress
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GWT Data Accuracy Improvements
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GWT Data Accuracy Improvements
More detailed search queries in Webmaster Tools: h*p://googlewebmastercentral.blogspot.com/2014/01/search-‐queries-‐not-‐rounded.html
DASHBOARDS
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Not Provided Kit
Not Provided Kit: h*p://notprovidedkit.com/
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Install Segments, Reports, Dashboards
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Custom (not provided) Dashboard
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Google Analytics Gallery
Google Analy:cs Solu:ons Gallery: h*ps://www.google.com/analy:cs/gallery/
TRACK SOCIAL MEDIA ACTIVITY ON YOUR SITE
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Social Reports = Well Guarded Secret
“The Social Reports in Google Analy5cs are the Best Thing Nobody is Talking About”
Jeff Sauer, 2012
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Social Reports Help Analysis
Social Traffic
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Social Reports Help Analysis
Social Plugins Social Traffic
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Social Reports Help Analysis
Social Plugins Social Traffic Social Data Hub
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Social Reports Help Analysis
Social Plugins Social Conversa5ons Social Traffic Social Data Hub
SOCIAL TRAFFIC
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Easy Grouping of Social Traffic
SOCIAL PLUGINS
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Track Interaction With Social Buttons
Select Plugins Under Social
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Track Interaction With Social Buttons
Select Plugins Under Social
Then Select Social Source and Ac5on
Track Social Interac:ons: h*ps://developers.google.com/analy:cs/devguides/collec:on/gajs/gaTrackingSocial
SOCIAL DATA HUB
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Information from Data Hub Partners
Gain Access to a Wealth of Informa5on from Several Social
Networks
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Learn About New Social Networks
SOCIAL CONVERSATIONS
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
What is Being Said About Your Website?
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Find Conversations and Respond
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Understand Where You are Popular
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Discover New Links Via Trackbacks
CAMPAIGN TRACKING
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Direct Traffic in the Dark
Typical Traffic Source Report, Too much Direct
Traffic!
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Direct Numbers are Inflated
Doubwul This Many People Know to Type in Website URL
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Use Campaign Tracking!
Google Analy:cs URL Builder: h*ps://support.google.com/analy:cs/answer/1033867?hl=en
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Guide to Campaign Tracking
Ul:mate Guide to Campaign Tracking: h*p://www.anniely:cs.com/guides/defini:ve-‐guide-‐campaign-‐tagging-‐google-‐analy:cs/
DARK SOCIAL
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Dark Social is a Monster
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Add Hash to URL
Direcmonster.js Adds Source as a Hash Code to URL
Directmonster for Dark Social by Dan Wilkerson/LunaMetrics: h*p://bit.ly/1dtw9GC
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Reduce Direct Percentage
Directmonster for Dark Social by Dan Wilkerson/LunaMetrics: h*p://bit.ly/1dtw9GC
Reduce Direct Percentage by over 50%!
DEMOGRAPHICS
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Enable Demographics
Enable These and Update Your Tracking Code To include dc.js
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
View ABC Reports by Demographic
Performance by Age
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Segment Social Visitors
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Understand Behavior by Gender
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Understand Conversion by Age
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Determine Interests for Targeting
Take Action
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Run Display Campaigns
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Purchase Targeted Facebook Ads
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Social Discovery with Stumbleupon
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Social Discovery with Stumbleupon
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Build Remarketing Lists
Remarke:ng: Abandoned
Cart
Remarke:ng: Search Landing
Page
Remarke:ng: Product Page
Remarke:ng: Homepage
Similar Audiences &
In-‐Market Segments
Be*er Worse Cost Per Conversion (CPA)
High
Low
Conversio
n Ra
te
Image Courtesy of: hip://www.slideshare.net/Catalyst_Canada/how-‐google-‐remarke5ng-‐works
Based on Segmented Converter List
Intelligent Remarketing Lists
Seed Remarke5ng List
Similar Audience
CUSTOM DASHBOARDS FOR CONTENT MARKETERS/BLOGGERS
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Dashboards Pull it All Together
Great Dashboard for Bloggers: h*p://www.portent.com/blog/analy:cs/the-‐blogger-‐dashboard-‐google-‐analy:cs-‐for-‐writers.htm
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Do It Yourself Dashboards
Select New Dashboard
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Do It Yourself Dashboards
Blank or Pre-‐Made Op5ons
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Do It Yourself Dashboards
View Your Dashboard
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Even Better: Trust the Experts
Google Analy:cs Solu:ons Gallery: h*ps://www.google.com/analy:cs/gallery/
Proving value to your organization
Photo Credit: epSos.de via Compfight cc
ADVANCED SEGMENTS
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
First Interaction Social Segment
First Interac5on from Social Media
9% of Visitors
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First Visit Social Conversions
SOCIAL VALUE REPORTS
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Measure Value of Social Traffic
ATTRIBUTION MODELING
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Default Attribution Models in GA
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Create Your Own Model
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Tip: Compare Multiple Models
Search, Social and Referral Suffering from
Last Click Airibu5on
MULTI CHANNEL FUNNELS
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
The Consumer Decision Funnel
Researching Trends
Genera5ng Ideas
Learning How
Product Research
Comparing Products
Purchase
Heavy PPC, Email and
Landing Pages
Heavy Organic Search, Social, Content Marke5ng
& Nurturing Focus
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
How Social Media Generates Revenue
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Where Search Contributes Sales
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How Organic Assists Sales
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How Social Assists Sales
What Else Can We Do with Google Analytics?
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Track Mobile Websites & Apps
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Track Offline Marketing
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Video Tracking
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Advanced Segments
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Track Phone Sales and Leads
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Workflow Automation via API Exports
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CRM Integration
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Cohort Analysis
Photo Credit: Ol.v!er [H2vPk] via Compfight cc
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Universal Analytics
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14 Photo Credit: Glyn Lowe Photoworks Compfight cc
Cost Data Import
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Dimension Widening
Photo Credit: Caneles via Compfight cc
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Custom Metrics
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More Google Analytics Fun!
Demographics User IDs
Cross Device Analy5cs Remarke5ng
Keyboard Shortcuts Custom Alerts
Jeff Sauer | Knowledge.land | @jeffaly5cs | #nowwhat14
Questions?
165
Jeff Sauer Marketer and Entrepreneur Knowledge Land Minneapolis, MN, USA Email: jeff@jeffaly5cs.com google.com/+JeffSauer Newsle*er: bit.ly/jeffaly5cs