Drive Your Businesswith Google Analytics
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Transcript of Drive Your Businesswith Google Analytics
Drive Your Business with Google Analytics
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Terminology
Basic Terminology 1
¡ Dimensions—A dimension is a descriptive attribute or characteristic of an object that can be given different values. Browser, Exit Page, Screens and Session Duration are all examples of dimensions that appear by default in Google Analytics.
¡ Metrics—Metrics are individual elements of a dimension that can be measured as a sum or a ratio. Screenviews, Pages/Session and Average Session Duration are examples of metrics in Google Analytics.
¡ Sessions—A session is the period of time a user is actively engaged with your website, app, etc., within a date range. All usage data (Screenviews, Events, Ecommerce, etc.) is associated with a session.
¡ Users—Users who have had at least one session within the selected date range. Includes both new and returning users.
¡ Pageviews—Pageviews means the total number of pages viewed. Repeated views of a single page are counted.
¡ Pages/Session—Pages/session (Average Page Depth) is the average number of pages viewed during a session. Repeated views of a single page are counted.
¡ Avg. Session Duration—The average length of a session.
¡ Bounce Rate—Bounce rate is the percentage of single-page visits (i.e., visits in which the person left your site from the entrance page without interacting with the page).
Basic Terminology 2
¡ New Sessions—An estimate of the percentage of first-time visits.
¡ Goals—Goals let you measure how often users take or complete specific actions on your website.
¡ Conversions—Conversions are the number of times goals have been completed on your website.
¡ Campaigns—Campaigns (also known as custom campaigns) allow you to add parameters to any URL from your website to collect more information about your referral traffic. https://support.google.com/analytics/answer/1033867?hl=en
¡ Acquisition—Acquisition is how you acquire users.
¡ Behavior—Behavior data helps you improve your content.
Overwhelmed by data
Your Measurement Plan
1. Your Business Objectives
2. Website Goals for each Objective
3. Key Performance Indicators (KPIs)
4. Your Targets
5. Create Reports & Segments
Identify Your Objectives
What are the objectives of your website?
Generate Leads Generate Revenue
or something else?
Your Objective’s Goals
What are the objectives of your website?
Generate Leads Generate Revenue
Website Goal:
Capture Leads
Website Goal: Sell Promo Tickets
Website Goal:
Provide Valuable Content
Your KPIs
What are the objectives of your website?
Generate Leads Generate Revenue
Website Goal:
Capture Leads
Website Goal: Sell Promo Tickets
Website Goal:
Provide Valuable Content
KPI: #Downloads
KPI: Conversion to signup
KPI: Conversion
rate
KPI: Cost per
acquisition
Your KPIs
What are the objectives of your website?
Generate Leads Generate Revenue
Website Goal:
Capture Leads
Website Goal: Sell Promo Tickets
Website Goal:
Provide Valuable Content
KPI: #Downloads
Target: 150/month
KPI: Conversion to signup
Target:
50/month
KPI: Conversions
Target:
100/week
KPI: Cost per
acquisition Target:
£5 per sale
Reports & Segments to Analyse
What are the objectives of your website?
Generate Leads Generate Revenue Website Goal:
Capture Leads
Website Goal: Sell Promo Tickets
Website Goal: Provide
Valuable Content
KPI: #Downloads
Target: 150/month
KPI: Conversion to
signup Target:
50/month
KPI: Conversions
Target: 100/week
KPI: Cost per
acquisition Target: £5 per sale
Reporting: Traffic Sources
Events
Reporting: Traffic Sources
Goals
Reporting: Ecommerce Tracking
AdWords
Analyse Your Data
¡ Where can we make improvements?
¡ Are there any traffic sources performing better than average?
¡ Does time of day, type of technology or geography matter?
¡ What patterns stand out?
Identify the star performers
Take action on poor performers
Starting Out
Creating A New Account
https://support.google.com/analytics/?hl=en#topic=3544906
The Google Analytics Interface
Key Reports
All Traffic Report Acquisition > All Traffic
All Traffic Report Acquisition > All Traffic
What it shows: Where your traffic & conversions come from.
All Traffic Report Acquisition > All Traffic
How to use it: Identify where your key traffic sources & your weak performers.
What is this telling us?
All Traffic Report Acquisition > All Traffic
How to use it: Where is your quality traffic coming from?
All Traffic Report Acquisition > All Traffic
How to use it: Dig into the detail and look for patterns
All Traffic Report Acquisition > All Traffic
How to use it: Compare data to look for opportunities to improve
Funnel Vision
Goals
¡ Easiest way to track conversions ¡ Newsletter signups
¡ Downloads
¡ Purchases
¡ No coding required
¡ Doesn’t capture revenue values
https://support.google.com/analytics/answer/1032415?hl=en&ref_topic=1007030
Goal Funnel
What it shows: The flow of visitors through a specific part of your site.
Conversions > Goals > Funnel Visualization
Goal Funnel
How to use it: Look at drop off points. What can you do to prevent them?
Conversions > Goals > Funnel Visualization
Show Me The Money
Ecommerce Tracking
¡ Track revenue, transactions, product sales & more
¡ Requires code changes on your site
https://support.google.com/analytics/answer/1009612?hl=en
Ecommerce Product Performance Conversions > Ecommerce > Product Performance
What it shows: Lets you see how well individual products are performing.
Ecommerce Product Performance Conversions > Ecommerce > Product Performance
How to use it: Spot best & worst performing products Opportunities to increase order quantities
Ecommerce Product Performance Conversions > Ecommerce > Product Performance
How to use it: Drill into individual products to see if there are any sales performance patterns
Ecommerce Product Performance Conversions > Ecommerce > Product Performance
How to use it: Drill into individual products to see if there are any sales performance patterns
It’s The Content That Matters
All Pages Report Behavior > Site Content > All Pages
What it shows: The most visited pages on your site.
All Pages Report Behavior > Site Content > All Pages
How to use it: Inform your content strategy Understand what content appeals to your audience Investigate high bounce rates & exits
What is Bounce Rate?
Enter site on page A
Leave site on page A
When is it an Exit & not a Bounce?
Enter on page A
Go to page B
Exit on page B
Landing Pages Report Behavior > Site Content > Landing Pages
What is it: Identifies where people enter your website Shows how visitors react based on the landing page
Landing Pages Report Behavior > Site Content > Landing Pages
How to use it: Are your entry pages what you expect? Do they give the best impression of your business?
Landing Pages Report Behavior > Site Content > Landing Pages
How to use it: Which pages have above of below average performance on bounce rate, page views or visit duration?
Let’s Get Social
Social Overview Report Acquisition > Social > Overview
What is it: Identifies traffic and conversions from social platforms
Social Overview Report Acquisition > Social > Overview
What is it: Identifies traffic and conversions from social platforms
Going Mobile
Mobile Overview Report Audience > Mobile > Overview
What is it: Highlights the performance of traffic to your site via different devices
Mobile Overview Report Audience > Mobile > Overview
How to use it: Identify issues with different device types Highlight possible site development requirements
Spot The Difference
Segmenting Your Reports
What is it: Probably the most important aspect of reporting Allows you to see how different types of traffic perform
All Traffic View Filtered by Segments
Landing Page Report Filtered by Segments
The Need For Speed
Page Timings Report
What is it: Highlights slow loading pages which could impact SEO & user experience
Page Timings Report
How to use it: Evaluate any pages that are taking longer than average to load
Behavior > Site Speed > Page Timings
Speed Suggestions
How to use it: Ask your developer to identify and fix speed related issues where possible
Behavior > Site Speed > Speed Suggestions
Are You Engaging Enough?
Engagement Reports Audience > Behavior > Engagement
What is it: Shows how long visitors are staying on your website
Engagement Reports Audience > Behavior > Engagement
How to use it: Identify how many visitors leave nearly instantly
Engagement Reports Audience > Behavior > Engagement
How to use it: Use segments to see how different traffic types compare
More Possibilities with Custom Reports
Create Reports Specific to your Business
Show a Return on Your Blog
https://www.google.com/analytics/web/template?uid=q2wTA0frQ9msW3TZPefRtQ Remember to edit the Filter for this to work for your site.
Stop Wasting Money
https://www.google.com/analytics/web/template?uid=SlziKUKGRvuX0Pwe1SXDbA Remember to edit the Filter for this to work for your site.
Custom Report Templates
SeanClark.com
@SeanClark
01379 330330