Analytics Overview - Adam Kutner
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Transcript of Analytics Overview - Adam Kutner
Adam KutnerBigWing Interactive
Senior SEM, Display & Analytics Specialist at BigWing Interactive Ecommerce business owner-operator Experienced in web advertising, Analytics, web development &
Online Retail for over 7 years. Spends more time A/B testing than sleeping Hobbies include 18 years in Martial Arts, motorcycles, sci-fi,
Excel development, & handyman work Father of 2 kids that are definitely mine
Twitter: @adamkworksEmail: [email protected]
What we are talking about today
Google Analytics Basics Quick Setup Segments Campaign Tagging Dashboards Remarketing & Demographics Filtering Bad Traffic Analytics in Action – Real
Examples Additional Resources Twitter: @adamkworks
Email: [email protected]
Business Analysis FirstAnalytics Second
Before Running Any Campaign it is CRITICAL to understand:
The nature of the Business – “Why it exists” The industry in which the Business resides The Business’s Objectives Competition Target Market
Twitter: @adamkworksEmail: [email protected]
Analytics Ownership
Know This: Whoever sets up your Analytics account must link it to a login email (Typically a Gmail account)
• Whoever owns that email, owns your web data.• Make sure you own your data, and are not a property
in someone else’s Analytics account• Setup Analytics Gmail’s and add managing
users with caution.
Twitter: @adamkworksEmail: [email protected]
Analytics is about Measuring
Here is my measurement for today
My Business Objective: Educate my audience in a meaningful way about Google Analytics
My Goals: 1) Transmit at least 1 idea about Analytics that each
person in my audience can grow in their endeavors.2) Finish 100% of my presentation in the allotted 30
minutes
Twitter: @adamkworksEmail: [email protected]
Analytics is about Measuring
Strategy Create an abundance of material and cover at least 5 aspects of
Analytics. Use Appeal to emotion and other psychographic material to engage
interest Limit my Time-on-slide to 32 seconds (30 minutes, 56 slides). Feedback from audience sampling. (in-room analytics)
KPI’s: Time-on-slide (s) % of people staring at their cell phones during presentation or leave
(bounce rate + eye tracking) % of visitors who remember my name after 7 days (return visitors)
Twitter: @adamkworksEmail: [email protected]
The Basics
Dimensions Metrics Segments Session Users Goals Events Conversions JavaScript Research this item
thoroughly before implementing
These are some of the key terms I will be using today. You can familiarize yourself with them by visiting Google’s Analytics Academy @
analyticsacademy.withgoogle.com
Twitter: @adamkworksEmail: [email protected]
Analytics Quick Setup Tips
Website Audit – Define your sites purpose
Identify Goals + values Funnel pages Site technology – is event
tracking needed? Create & setup GA account Enable data sharing &
management levels
Link Webmaster Tools Link AdWords / enable auto-
tagging Verify the tracking code is
installed AdSense account linking Create Remarketing Lists Setup Site-Health Dashboard UPDATE YOUR PRIVACY
POLICYTwitter: @adamkworks
Email: [email protected]
AdWords account not linking?
Twitter: @adamkworksEmail: [email protected]
Ensure that you are properly sharing data.
Admin – Account - Account Settings
Analytics Quick Setup TipsMore Recommended Features
Enable display features Enhanced Link Attribution User-ID(use with caution)
Used to overcome cross device attribution.
Must code to generate your own unique user ID’s
Cross Domain Tracking Event Tracking
Enable display features Enables remarketing
audiences Create an Unfiltered view Enable Site Search
Tracking Custom Marketing Views
Good for working with 3rd parties who need access to your Analytics
Twitter: @adamkworksEmail: [email protected]
Advanced Segments
Compare behaviors of different groups of people and different technology like:
See how converters perform vs non-converters. Mobile VS Desktop USA vs Canadians Visitors who browse at night between 4-5am on mobile devices but only
searched with 1 keyword vs visitors who browsed during the day using multiple keywords on desktop devices.
Can be customized with custom variables & data layers Avoid Data Overload - Set up your Advanced Segments with a
purpose. When you identify new behavior that affects your goals, segment it.
Twitter: @adamkworksEmail: [email protected]
Combine dimensions & metrics
Target premade segments or create your own
Twitter: @adamkworksEmail: [email protected]
Gain Invaluable Insights
Twitter: @adamkworksEmail: [email protected]
Compare User Behaviorthis is a cohort comparison by page views over time
Twitter: @adamkworksEmail: [email protected]
Segments
Converters
VS
Non-Converters
Bounce Rate Problems(and how to solve them)
Bounce Rates don’t always give you an accurate view of engagement. Bounce: “sessions in which the person left your site from the
entrance page without interacting with the page.” Default timeout: 30 minutes
Bypass them by using the Timer Trigger in the Google Tag Manager and event tracking in Google Analytics.
Know its limitation and alternative options using data layer variables
Twitter: @adamkworksEmail: [email protected]
Twitter: @adamkworksEmail: [email protected]
The Google tag manager has a built in timer function that can help alleviate bounce measurement issues.
If you want more advanced control over timings and usage data, you need to investigate installing a data layer to track page timing.
Campaign Tagging
Twitter: @adamkworksEmail: [email protected]
How to tag a URL properly
https://bigwing.com/?utm_source=bigwing-marketing&utm_medium=banner&utm_term=social%20media&utm_content=320x50_bigwing_adv2&utm_campaign=2015_Retargeting_Mobile_OKC
Twitter: @adamkworksEmail: [email protected]
Break that down please…
https://bigwing.com/?utm_source = bigwing-marketing&utm_medium = banner&utm_term = social%20media&utm_content = 320x50_bigwing_adv2&utm_campaign = 2015_Retargeting_Mobile_OKC
Your Landing Page
The source of the traffic
The medium of that traffic
The terms or keywords targeted
The name of your ad/content
The name of your campaignTwitter: @adamkworks
Email: [email protected]
Problems with tagging...
Each UTM code will overwrite the default data that Analytics receives.
?utm_source=Adam will overwrite bigwing.com as the traffic source.
Twitter: @adamkworksEmail: [email protected]
Tagging tools to help you
Google URL Builder: https://support.google.com/analytics/answer/1033867?hl=enAdWords Auto TaggingBing Ads Auto TaggingDisplay Platforms will also sometimes provide you with Dynamic URL parameters ?utm_source=[campaign]Microsoft Excel
Twitter: @adamkworksEmail: [email protected]
LeveragingDashboards
Twitter: @adamkworks Email: [email protected]
Dashboard Principles
Have a purpose in mind for your dashboard• Goal Reporting• Landing Page Optimization• Site Health Diagnostics• ROI & Revenue Analysis
“Traffic Analysis” is not a purpose, it’s a distraction. Traffic is always a means to an end.
Goals & Revenue are derived from analyzing your conversion values.
Twitter: @adamkworksEmail: [email protected]
Google Analytics has some pre-made dashboards that are great for getting you
on your feet initially.
Twitter: @adamkworksEmail: [email protected]
Resources
Dashboard Resources
Google Analytics Solutions https
://www.google.com/analytics/gallery/#landing/start/
www.dashboardjunkie.com
www.customreportsharing.com/forum/4-custom-dashboards/
Widgets I like Revenue per Click / Keyword
Visits / Revenue
Geographic Revenue(especially useful if you have active campaigns in multiple regions)
Visit Duration & Bounce by Browser
Visit Duration & Bounce by Device
Branded Keyword Traffic over Time
Twitter: @adamkworksEmail: [email protected]
AND…
Analytics Remarketing…Can make use of your demographic reporting
Create dynamic groups for Advertising.
Twitter: @adamkworks Email: [email protected]
Use Demographics Data
To adjust targeting for advertising campaigns To create segments of users to re-target based on interests To build new ads that speak directly to your visitor’s interests To target specific e-commerce purchase behavior Re-Use Ad Dollars that you have already spent in other
channels. Like mapping a Facebook audience to AdWords…
Twitter: @adamkworksEmail: [email protected]
Demographics OverviewYou must enable this and update your privacy policy
Twitter: @adamkworks Email: [email protected]
Leverage Social Media Targetinglike Facebook
Twitter: @adamkworks Email: [email protected]
Filtering and controlling BAD traffic
Spam, Crawlers & Scrapers… Oh My!
Twitter: @adamkworksEmail: [email protected]
Spotting Bad Traffic
Twitter: @adamkworksEmail: [email protected]
We can do better than speculation…
Bots
Spam
Referrals
Direct Traffic
Twitter: @adamkworksEmail: [email protected]
Understanding what SPAM is…
Bots and crawlers that actually visit your site Remote calls to your Analytics code(Hijacked
Analytics codes) Digital Advertisers with nothing to do
Twitter: @adamkworksEmail: [email protected]
It’sBad
Twitter: @adamkworksEmail: [email protected]
Dimensions can expose BAD traffic• Hostname will
expose the domain that the page view code originated from.
• This should almost always be your client’s domain or subdomain.
Twitter: @adamkworksEmail: [email protected]
Location Location Location• Blocking Specific
Countries can be an effective strategy for some clients.
• If your services are mostly local or US based, this traffic is certainly unwelcome.
Twitter: @adamkworksEmail: [email protected]
Diamonds & Filters are forever
Use Segments to filter your views without disrupting your data.
Applying a filter permanently alters traffic, but not past data. Always test the filter in a segment and separate view first
(25 available) Hostname inclusion filters can be extremely effective at
blocking hijacked Analytics codes, but use with caution: This will block content you might be tracking that is hosted on
another domain if it is not added to the inclusion list. Like (not set)…
Twitter: @adamkworksEmail: [email protected]
Oops…
Twitter: @adamkworksEmail: [email protected]
SPAM Exclusions & Inclusions
One regex Inclusion list might look like this (mysite\.com|myadvertiser\.com|(not set)|bing\.com|google\.com)
Your regex Exclusion list can add a series of spam sites by copying the work others have already done, or adding new ones as they crop up.
Variations:
.*((event\-tracking|semalt(media)?|(100dollars|success)\-seo|chinese\-amezon|e\-buyeasy|theguardlan|webmaster\-traffic)\.com|traffic(monetize(r)?|2money)\.(org|com)|pops\.foundation|erot\.co).*
Expect this to be an on-going process…
Twitter: @adamkworksEmail: [email protected]
SPAM fact.Spammers target paid channels.PPC, Display, Facebook, YouTube, App Stores
If you spend money on marketing, someone will know within 24 hours and begin targeting you with poorly optimized spam campaigns.
Twitter: @adamkworksEmail: [email protected]
Analytics in ActionReal Account Example
Ghost Call Conversions
Twitter: @adamkworksEmail: [email protected]
Twitter: @adamkworksEmail: [email protected]
Twitter: @adamkworksEmail: [email protected]
Initial Discovery
Strange geographic distribution Call conversions were being reported from Illinois
No presence or advertising in IL Campaign targeting was not to blame Next Stop….traffic reports…
Twitter: @adamkworksEmail: [email protected]
Twitter: @adamkworksEmail: [email protected]
More Investigation
Lots of conversions Very few sessions Not being attributed properly Unbelievable numerical reporting
Twitter: @adamkworksEmail: [email protected]
Twitter: @adamkworksEmail: [email protected]
Next we checked where the goals were completed at…(not set)
No pages were recorded……so we checked Events:
What happened next
We were prompted to listen to the calls manually. Once we did - and verified they were good leads :We compared the session logs with our phone tracking logs.
We discovered: the phone tracking code was overloaded with spam traffic It lost its unique session tracking ability Which caused Analytics to lose attribution, and the data center to fail in
attributing the conversions to the proper channels. We corrected the issue by implementing a new feature into the call tracking,
and are preparing a new innovation to combat the problem on a larger scale.
(the initial suggestion of using orbital nukes on the spammers was rejected by upper management due to cost and potential collateral damage)
Twitter: @adamkworksEmail: [email protected]
Best Practices(some)
Setup your audiences early to collect as much data as possible Ensure all your data is linked properly & test tagging before
launching any digital campaign. Create Segments you can use across multiple dashboards Setup Filters to block internal traffic
MOST IMPORTANT
Have a reason for taking any action to avoid being drowned in useless data.
Twitter: @adamkworks Email: [email protected]
Additional Resources
Analytics Academy https://
analyticsacademy.withgoogle.com/
GTM Macro Magic – Simo Ahava's blog http://www.simoahava.com/analytic
s/macro-magic-google-tag-manager/
Avinash Kaushik’s Blog – Occam’s Razor www.kaushik.net
Regexr http://www.regexr.com/
Google Analytics Developers https://
plus.google.com/communities/110103497213687093818
Google Analytics YouTube Channel https://www.youtube.com/user/googl
eanalytics Google Analytics Solutions
https://www.google.com/analytics/gallery/#landing/start/
Kissmetrics blog blog.kissmetrics.com
Google Pagespeed Insights https://developers.google.com/speed
/pagespeed/insights/
Browser tools: Ghostery Google Page Analytics Google Tag Assistant
Twitter: @adamkworksEmail: [email protected]
Thank you for your time
Twitter: @adamkworks Email: [email protected]