Understand your multi-screen users with Google Analytics

Understand your multi-screen users with Google Analytics

@buyukgokcesu

BoostingConversion.com

BoostingConversion.com

Cemal Buyukgokcesu

Analytics and Conversion Consultant

PCs are now small share of connected devices…Mobile is the only media time that’s growing

Source: Business Insider

Source: Millward Brown, AdReaction 2014 Report, Marketing in a multiscreen world

source: IBM CMO Research

CMOs feel unprepared to...

Being afraid of data does nothelp!

A metric is a measurementMetricsDimensions

Dimensions describe attributes

Number of visits

Number of visitors

Page views

Time on site

Visitor city or region

Referring traffic source

Browser type

Operating System

Main IdeaMaximize value of each

pageview

Main IdeaGet users to look at more

pages

Main IdeaGet users to come back

more often

Main IdeaAttract new users to the

site

LoyaltyVisits / User

RPMRevenue / Pageview

Depth of VisitPageviews / VisitTime Spent / Visit

# of Users

Revenue / User

LONG TERM REVENUE

All data in aggregate is

"useless"

Add context to your data!

Segment & segment: To find out more about the metric.

source: http://www.kaushik.net/avinash/excellent-analytics-tip2-segment-absolutely-everything/

Trends give nice context on if we are up or down over a time period.

When we segment AdSense clickers, Analytics will become a huge AdSense report

Does AdSense impact user engagement?

Cohort analysis: ability to create a unique group of visitors that share a commonality

Cohort analysis: measure retention

Question: Among the visitors who visited my site last month (because of a PPC campaign), how many of them came back this month?

“If you torture the data long enough, it will confess.”Ronald CoaseProfessor Emeritus of EconomicsUniversity of Chicago Law School

What percentage of your traffic is coming from mobile devices?

“Audience” → “Mobile” → “Overview”

“Audience” → “Mobile” → “Devices”

Which screen resolution is more engaging?“Audience” → “Mobile” → “Devices”

What are your top pages across devices?What to prioritize for mobile optimization?

“Behavior” → “Site Content” → “All Pages”

What are the most common user paths through your site?Note differences across devices. (“Audience” → “Visitors Flow”)

What traffic sources are most valuable to you?

● How do users get to your site?● Is this different for mobile?

“Acquisition” → “All Traffic”

Check speed suggestions in Google Analytics

Focus on areas with higher user attention

Demographics and Interest Reports

goo.gl/iEyQzd

Shakespeare invented over 1700 of our common words

Be creative!

Breaking Down Cross-device Barriers

Mobile Web & App

Desktop Website

Game Console TV

Set-Top-Box

Point of Sales

User ID

Client ID Client ID Client ID Client ID Client ID

solymoly

&cid=111 &cid=222 &cid=333

=Unique Visitors

3

Measurement with Client ID

solymoly

&cid=111 &cid=222 &cid=333

Cross Device Measurement with User ID

&uid=456 &uid=456 &uid=456

=Unique Visitor

1

Device Paths with Cross Device Measurement

Traffic Growth Dashboard

goo.gl/UnrEah

Engagement & Loyalty Dashboard

goo.gl/UnrEah

Perspective matters...

10/90 Rule Image Credit: Getty & Imgur

Thanks!

@buyukgokcesu

BoostingConversion.com

BoostingConversion.com

Cemal Buyukgokcesu

Analytics and Conversion Consultant