Getting More Out of Web Analytics
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Getting More Out of Web Analytics Scott Mowery (@ scottmowery ) Manager, Search Engine Marketing & Web Analytics Cleveland Clinic SME-U Workshop Jan. 13, 2015
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Transcript of Getting More Out of Web Analytics
Getting More Out of
Web AnalyticsScott Mowery (@scottmowery)
Manager, Search Engine Marketing
& Web Analytics
Cleveland Clinic
SME-U Workshop
Jan. 13, 2015
Now What?
Saving Time
Mining Insights
Telling a Story
Saving Time
Annotations
http://bit.ly/WAannotations
• Reconfigure a report just once
• Can be edited later
• Learn More: http://bit.ly/WAshortcut
Shortcuts
Top pages report + Two filters + Sort by Entrances
+ Expansion from top 10 pages to 500 pages
“Top Content” Shortcut
• Collect 12 reports into 1
• Springboard to dive into
other reports/shortcuts
• Learn More:
http://bit.ly/WAdashboard
Dashboards
Share the Wealth
Empower
the
Team
Avoid Drive-By Shootings
Google Analytics FAQ
Download: http://bit.ly/WAGAFAQ2015
Brush Up on Your Excel
Intelligence Events
• Automated alerts that indicate radical
changes in traffic patterns
• Includes automatic and custom alerts
• Alerts can be sent by email or text
• Potential usage: Site crashes, content
traffic spikes/drops, viral content
• Learn More:
• http://bit.ly/WAintelligencealerts
• http://bit.ly/WAintelligencealerts2
Mining Insights
Segmentation Insights
Segmentation Insights
Learn More: http://bit.ly/WAsegment
Simple “Digestive” Filter
• “Power-Match” to include/exclude multiple
conditions
• Coding combines alphanumeric characters
with metacharacters (*, ^, $, |, \, ., [ ], ( ),
etc.)
• Can be shared across user accounts
Regular Expressions
Advanced Filter w/Regex
Shows pages with “digestive” OR
“ortho” in the URL
“Digestive Users” FilterShow URLs that contain part of this Regex:
barrett|gerd|heartburn|gastritis|constipation|diarrhea|bowel|lactose|
gallstone|hepatitis|colitis|diverticul|hemorrhoid|incontinence|esoph
ag|pancrea|achalasia|swallowing|digestive|dyspepsia|indigestion|ga
stro|stomach|abdominal|celiac|gi_bleeding|intestinal|enteritis|gallbl
adder|crohns|anal|dd_overview|polyp|colo(rectal|n)|hernia|nutrition|
intestin|endoscop|enteros|ercp_|liver|hipec|j-pouch|rectal
Lunametrics RegEx eBook:
http://bit.ly/WAregex
RegEx Cheat Sheet:
http://bit.ly/WAregex2
Read More on RegEx
• View any report just for a specific subset
of your web audience
• Apply on multiple conditions including
demographics, technology, date of first
visit, traffic sources, campaigns, pages
and more
• Can be saved and shared
Advanced Segments
Advanced Segments
Advanced Segments
Learn More: http://bit.ly/WAgasegments
• Personalize your
own reports with just
the dimensions &
metrics you choose
• Can be shared
with/imported from
other GA users
Custom Reports
Learn More:
http://bit.ly/WAcustom & http://bit.ly/WAcustom2
Custom Error Page Report
Download: http://bit.ly/GAgallery404
Visits by Day of Week
& Hours of Day
Download: http://bit.ly/GAgallerydayhour
• Customized “on-click” elements
• Measure site engagement
• Contains multiple levels for drill-
down & roll-up reporting
Event Tracking
Learn More: http://bit.ly/WAgaevents
• Take time up front to
think through structure,
hierarchy and level of
detail
• Maintain a log for
consistency and
reference
Campaign Tagging
Learn More: http://bit.ly/WAcampaign1
http://bit.ly/WAurlbuilder
• Original URL for 3/17/14 post:
http://health.clevelandclinic.org
/2012/05/5-healthy-habits-you-
can-learn-from-your-dog/
• Tagged URL:http://health.clevelandclinic.org/2012/05/5-
healthy-habits-you-can-learn-from-your-
dog/?utm_campaign=cc+posts&utm_medium=
social&utm_source=facebook&utm_content=
140317+healthy+habits+dog
Campaign Tagging
Example
Telling a Story
Don’t Accept This:
Can you run
me some numbers?
Focus on the Entire
Customer Journey
Acquisition, Behavior & Outcomes
Identify the Critical Few
“Don’t measure anything unless the
data helps you make a better decision
or change your actions. If you’re not
prepared to change your diet or your
workouts, don’t get on the scale.”
-- Seth Godin
Apply Context to Your Data
Apply Context to Your Data
Avoid Top 10 Reports
Don’t Trip Up on Statistics
Display Data Correctly
Source: Extreme Presentation Blog
(http://bit.ly/WAchartchooser)
Show Actionable Insights
So What?
Learn More: http://bit.ly/WAsowhattest
Web Analytics Resources
• Google Analytics Academy
• Google Analytics YouTube Channel
• Twitter: #ganalytics, #measure
• Avinash Kaushik
• Brian Clifton
• Web Analytics Demystified blog
• Lunametrics blog
