Google Analytics Advanced Segments (Fiverr case study)

www.fiverr.comwww.fiverr.comwww.fiverr.com

BOOST YOUR BUISNESS

WITH GOOGLE ANALYTICS

ADVANCED SEGMENTS

www.fiverr.comwww.fiverr.com

Fiverr and the buyer behavior model

Implement in Google Analytics

Optimizing using GA advanced segments

Automation with GA API (and how to avoid advanced segments

sampled data)

Today’s Agenda


World’s largest marketplacefor creative services.

THE WORLD’S LARGEST MARKETPLACE FOR

CREATIVE AND PROFFESIONAL SERVICES.


Buyers behavior model

FTB

Channels

Brand

SEO

SEM

Facebook

Viral

KPI’s

Usage

Registration

First Order

Revenue

LTV

Returning

Class

Regular

Silver

Gold

Diamond

Platinum

Campaigns

Triggered Emails

Marketing Emails

Retargeting

KPI’s

Revenue

AOV

Frequency


Implementing Fiverr revenue

model in Google Analytics


Channels and KPI’s (metrics)


Tag Channels with 5 UTM’s

Stands forUTM

Website originSource

Group websites originsMedium

Marketing activityCampaign

Differentiate ads Content

Search engineKeyword


UTM’s best practice

CampaignMediumSource

LogoDisplayFacebook

LogoDisplayWalla

LogoDisplayFacebook

LogoSocialFacebook

LogoDisplayFacebook

illustrationDisplayFacebook


Google Analytics KPI’s

USAGE

GOALS

ECOMMERCE


Registration as Goal KPI’s


If relevant add Funnel


Now that we have Channels and

KPI’s defined…

We can start optimizing


Optimizing logo landing page

Noisy background

Logo position

Fuzzy title

Random Gigs

Hidden signup

Signup redirects to HP

Links to sub-categories


Logo landing page

170% Increase in Registrations


Analyzing technique

Always a/b tests

Optimize all KPI’s

Find correlation

Weighted KPI’s


Why we choose Vintage ?


3 Questions about logo campaigns

users

What Gigs they:

1. Browse

2. Search

3. Purchase first time


Answer with Advanced Segments

Isolate subset of your data

Easy to create, edit and share

Apply to past data

Caveats

Sampled data when < 500k sessions

Calculation at property level


How to add segment


Choose built in system segment


Create custom segment


Analyze segmented data


3 Questions about logo campaigns

users

What Gigs they:

1. Browse

2. Search

3. Purchase first time


Logo segment


Gigs they browse


Gigs they search


In order to see first purchase we need

FTB condition


Gigs they purchase


Vintage Gigs in logo landing page!


Moving forward…

New landing page and another

interesting question…


Do we want users to click on the Gigs?

Group A

Group B


Creating new segment


Clicking Gigs is less effective

Group A

Group B

Group A

Registration

FTB

Pages/Session

AVG Session

X6

X4

X1.4

X1.6


A/B Test to verify

17% Increase in Registrations


Logo summary

300+ a/b test

Registrations

Orders

Revenues

Google quality score increased significant

+275%

+100%

+82%


Automation using Google

analytics API


Google analytics spreadsheet add-on

Data from multiple views

Compute custom calculations

Create visualizations

Schedule reports


Create your first API request

Install the GA add-on

In menu click “Create report”

Select account information

Choose Metrics and Dimensions


Add other configurations


Running the API request


Advanced segments and Sampled data

Caveats

Sessions > 500K

Calculation at property level


Task from the boss

Users and AOV from

USA

and

Purchase “logo design”

website traffic is 500K/month sessions.


Add segment


Creating custom segment


Using GA reporting

500K sessions/month

12 Reports


But… if we want to save time


Duplicate it X12


Hit the run button and sit back


Data integrity

Define goals

Tag campaigns

Analyze with segments

Leverage API

Work hard!

Final thoughts


Thank you

Google Analytics Advanced Segments (Fiverr case study)

Marketing

logo campaigns userswhat

comlogo landing page

forwardnew landing page

custom segment

system segment

google analyticsoptimizing

google analyticswww

ga advanced segmentsautomation