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5 REPORTS THAT SAVED MY ASS AND 1 THAT NEARLY KICKED IT
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5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)

Oct 21, 2014

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Five of my favorite Google Analytics reports and features, plus one I really, really don't like. At all.
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Page 1: 5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)

5 REPORTS THAT SAVED MY ASS AND 1 THAT NEARLY KICKED IT

Page 2: 5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)

Ian Lurie @portentint [email protected]

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portent.co/5savers

Yes, like this, no ‘m’.

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NAMES CHANGED NUMBERS FUDGED

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NAMES CHANGED NUMBERS FUDGED

I HAVE NO CLUE

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IAN’S 4 LAWS OF ANALYSIS

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THERE IS NO BAD DATA. ONLY BAD ANALYSIS.

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DON’T MEMORIZE KNOW WHAT’S POSSIBLE

omg ian i can't remember all

this!!!

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ANALYTICS ≠ REPORTS

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ALL ANALYTICS CLARIFY RESULTS AFFECT ACTION

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IF IT DOESN’T BAD THINGS HAPPEN

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C.R.I.

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5 REPORTS THAT AFFECT ACTION

(AND THEIR STORIES)

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CHAPTER 1 THE ANALYSIS PARALYSIS WHIRLPOOL OF DEATH

help...

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help...

VISITS UNIQUE VISITORS VISITORS PAGEVIEWS SEARCHES REFERRERS TIME ON SITE AVG PAGEVIEWS/VISIT BOUNCE RATE EXIT RATE ENTRANCES LANDING PAGES KEYWORDS CAMPAIGNS AD GROUPS DOWNLOAD TIME LOAD TIME OS PLATFORM FUNNELS NEW VISITS RETURN VISITS CITY STATE BROWSER PLUGINS

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TOO MANY METRICS. NOT ENOUGH ANALYSIS.

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“I’M GOING TO HOLD OFF UNTIL THIS ALL MAKES SENSE.”

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PROBLEM LACK OF CLARITY =

C.R.I.

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SOLUTION CUSTOM DASHBOARDS

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CLICK

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CLICK

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CLICK

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CLICK

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CLICK

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CLICK

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CLICK

DRAG

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CLICK

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RESULTS CLARIFIED

WE MOST CARE ABOUT THIS

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RESULTS CLARIFIED

WE MOST CARE ABOUT THIS

WE CARE ABOUT THIS

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A MORE SOPHISTICATED AUDIENCE WANTS MORE STUFF

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WHY I LOVE IT DASHBOARDS BRING CLARITY

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LOTS OUT THERE

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CHAPTER 2 THE CONTENT DENIERS

everything looks fine from here. i don't see

any content problems.

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1 BIG LIST 290,000 PAGEVIEWS

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OMG MORE MORE MORE LISTS LISTS LISTS!!

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1 BIG LIST 290,000 PAGEVIEWS

11 CONVERSIONS

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160,000 UNIQUES 290,000 PAGEVIEWS

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100 WAYS 1000 WAYS 10000 WAYS 100000 WAYS 1000000 WAYS 10000000 WAYS 1 * 10^10000 WAYS

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PROBLEM LACK OF CLARITY = BAD DECISION MAKING

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SOLUTION CUSTOM REPORTS + AVINASH KAUSHIK + ADVANCED FILTERS

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CLICK

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CLICK

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CLICK CLICK

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CLICK

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CLICK

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CLICK

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TA-DA!

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ADD ADVANCED FILTER

CLICK

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ADD ADVANCED FILTER

CLICK

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GREAT PAGEVIEWS. BAD CONVERSIONS.

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WHY I LOVE IT CUSTOM REPORTS BRING CLARITY AND DIRECT NEXT ACTIONS

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Eggs Milk Butter Ostrich Chicken Duck Goose Platypus

Large Small Angry Friendly Perry

Disguised Not disguised Fake Curse you

CHAPTER 3 THE MENUS ARE GONNA EXPLODE!!!!!

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Drop downs go bye-bye

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WE NEED THE DORP DOWNZ!!!!!!

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Eggs Milk Butter

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Eggs Milk Butter Ostrich Chicken Duck Goose Platypus

Yak Cow Wildebeest Giraffe of Magnesia -y substances

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Eggs Milk Butter Ostrich Chicken Duck Goose Platypus

Large Small Angry Friendly Perry

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Eggs Milk Butter Ostrich Chicken Duck Goose Platypus

Large Small Angry Friendly Perry

Disguised Not disguised Fake Curse you

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MENU = 162 LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME TOTAL USER CONFUSION

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Eggs Milk Butter Ostrich Chicken Duck Goose Platypus

Large Small Angry Friendly Perry

Disguised Not disguised Fake Curse you

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No drop downs

Drop downs

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SORRY, I’M REALLY ‘VISUAL’ -- NAMELESS CLIENT

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PROBLEM

C.R.I.

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SOLUTION DATE RANGE COMPARE

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CLICK

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No drop downs

Drop downs

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BUT WHERE’S THE PROOF? THE COUSIN’S MOTHER’S BROTHER’S FATHER’S FRIEND FROM THE COFFEE SHOP SAID HE READ IN AN AIRLINE MAGAZINE THAT DROP DOWNS ARE IMPORTANT AND GENERATE MORE REVENUE. HE’D KNOW, SINCE HE RUNS HIS OWN BUSINESS AND BUILT HIS OWN WEB SITE USING DREAMWEAVER.

-- MS. ‘VISUAL’

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ALAS

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WHY I LOVE IT DATE RANGE COMPARISON EMPHASIZES CHANGE, WITH SEASONALITY

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CHAPTER 4 LAST. CLICK. ONLY.

STOLEN FROM THE HUNT FOR RED OCTOBER BY PARAMOUNT PICTURES OH GOD PLEASE DON’T SUE ME

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SOCIAL MEDIA IS JUST GETTING US FOLLOWERS. IT’S NOT HELPING US.

-- NAMELESS CLIENT

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YEAH, BUT THAT’S NOT SALES.

-- NAMELESS CLIENT

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PROBLEM LACK OF ATTRIBUTION = WRONG ACTION

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SOLUTION RESEARCH + ASSISTS

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google.com/think/tools/customer-journey-to-online-purchase.html

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CLICK

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CLICK

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LONG TAIL

LOOK AT THE WHOLE LIST!!!!

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10% OF CONVERSIONS ASSISTED BY SOCIAL

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KEEP THE ADS

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WHY I LOVE IT ASSIST ATTRIBUTION CLARIFIES SUCCESSES PREVENTS ‘OVER PRUNING’

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CHAPTER 5 THE CPA ICEBERG

our cost per acquisition is great!

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IS THE ADWORDS CPA REALLY OK?

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CLICK

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CLICK

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WOO HOO!

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PROBLEM SHALLOW ANALYSIS HIDES POTENTIAL PROBLEMS

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SOLUTION ADVANCED SEGMENTS

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CLICK

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CLICK

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CLICK

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ALSO

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DOH

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SEGMENTING CONVERSION DATA FINDS HUMUNGOUS MONEY-WASTERS

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BONUS ROUND

WELL, I'M DELIGHTED

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PIVOT TABLES

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MEH

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CLICK

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OOOOOH

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ATTRIBUTION MODELING

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IF YOU GOT IT, CLICK IT

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PURE AWESOMENESS

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NEVER EVER USE

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NO CLICK!!!!!

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BUH?

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how does that equal 100%?

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WHY I HATES IT DOESN’T ADD UP HARD TO INTERPRET JUST PLAIN WRONG 100% C.R.I. GENERATOR

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IAN’S 4 LAWS OF ANALYSIS

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THERE IS NO BAD DATA. ONLY BAD ANALYSIS.

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DON’T MEMORIZE KNOW WHAT’S POSSIBLE

i'm chill

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ANALYTICS ≠ REPORTS

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ALL ANALYTICS CLARIFY RESULTS AFFECT ACTION

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DON’T LET C.R.I. HAPPEN TO YOU.

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@PORTENTINT [email protected]

PORTENT.CO/5savers

THROW MONEY