Understand&TransformYourAnaly4cs
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
GoogleAnaly4csAdop4on–anevolu4onaryprocess
• Nouse• Installed• Conversionsrecorded– Goals/E-commerceconfigured
• KPIsagreedandmonitored• Dashboardssenttostakeholders• A=ribu+onmodelling– Whichtrafficchannelsaretrulyworking?
• Ac+ngondata– A/Btes+ngtoreducebounce,increaseconversions
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
IsGoogleAnaly4csinstalledonyourwebsite?
• Yes,100%• Idon’tknow• Ithinkitis• Howcanyoufindout?
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Howcanyoutell?–Ghostery
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
HowoBendoyoulogin?
• Everyday• Everyweek• Onceinabluemoon• Iwouldnotknowhow• No,Ihavenodesireorneed
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Don’tloginmuch?–getadashboardsenttoyoueveryweek
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Dashboards?
• CanbebuiltinGoogleAnaly+cs• Summaryofwebsite’sperformance– IncludeKeyPerformanceIndicators(KPIs)
• Keyperformanceindicators– Measure&trackperformance– Helpyoureact(CarSpeedometer)
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Dashboardswithdatecomparison
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
SometypicalKPIs–over4me
• Growth/declineinusers(people)– Growth/declineintheirsessions(visitstheymake)– Growth/declineinreturningusers(loyalty)– Growth/declineinnewusers(freshblood)– Growth/declineinenquiries(leadsforsalesteam)– Growth/declineinsales– Growth/declineinconversionrate
• Toenquires/sales
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
TheABCmodel
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Youraudience–age&gender
GA>Repor+ng>Audience>Demographics>Overview
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Youraudience–Affinity&In-marketGA>Repor+ng>Audience>
Interests>Overview
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Sowhat?
• Well,ifpeoplewithspecificdemographicsand/orinterestsand/orintentbehaveina+veway– Buysomething– Converttoasalesenquiry
• Youmightliketo…targetmoreofthese– VerypossiblewithAdWords– Withabespokecampaign
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Youraudience–whataretheyusing?GA>Repor+ng>Audience>Mobile
>Overview
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Useasegmenttoanalysemobileuserbehaviour
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
GA>Repor+ng>Audience>Overview
Smartphonegrowth
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Sowhat?
• Howdoesyoursitelook/behavewithsomeofthedevicesyouraudienceisusing?
• Isyoursiteresponsive?• Resolu+onandspeedarekeywithmobile• AcceleratedMobilePages(AMPs)• Poorexperienceswithmobile– Canlooseconversions
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
YourtrafficsourcesGA>Repor+ng>Acquisi+on>
Overview
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Sowhat?
• Well,ifspecifictrafficsourcesworkwellforyou
• Youmightliketo…a=ractmoretrafficfromthesesources
• Ifyouarepayingforthistraffic,isitprovidingareturn?
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Yourusers’behaviour–bouncerateGA>Repor+ng>Behaviour>SiteContent>LandingPages(Weighted
sortbybouncerate)
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Sowhat?
• Well,ifyoucanreducedbounceonagivenpage– Bychangingcontent/offer/price,etc
• Youmightfindmorepeoplecarryonanddosomething+ve– Buysomething– Converttoasalesenquiry
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Doyourecordconversions?
• Yes,requeststocontactusorsalesenquiries• Yes,ourwebsite’ssales• Idon’tknow• What’saconversion?
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Conversions-+veoutcomes(foryou)GA>Repor+ng>Conversions>Goals
>GoalFlow
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Goalconversionbytrafficsource
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
GA>Repor+ng>Acquisi+on>AllTraffic>Source/Medium
Sowhat?
• Well,ifyouknowwhataspecificmarke+ngcampaignisdoinginrela+ontoconversions
• Youmight– Stopitandsavemoney– Increasespendandgeneratemoresales/enquiries
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Sitespeed–slowerthanaverage?GA>Repor+ng>Behaviour>Site
Speed>PageTimings
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Sowhat?
• Well,aslowsitecan:– AffectyourSEOrankings– Increasethepriceofyourpaidsearch
• Becauseofalowerqualityscore– Affectusabilityresul+nginhighbounce/lostconversions
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
APribu4on–didachannelassistorconvert?
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
GA>Repor+ng>Conversions>Mul+-channelFunnels>Assisted
conversions
Sowhat?
• Well,youcouldbeundervaluingtrafficsources– Somemaybeusedearlyinthesalescycle
• Notmeasuredonalastclickmodel
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Somedashboardsforyou
• E-commercedashboard– https://goo.gl/vPEuIw
• Contentdashboard– https://goo.gl/IFGMUl
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
E-commercedashboard
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
ContentDashboard
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Insummary….
• SelectandMonitorKPIs• MakesurethoseKPIsinclude– Conversionobjec+ve
• Goals–Enquiries• E-commerce–Sales
• Starttomeasuregoalsconversionbytrafficsource
• Starttolookata=ribu+on • Starttoreceiveadashboard#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Sofromnowon,willyou?
• Startlogginginmore?• Getthoseconversionpointsconfigured?• ThinkofsomeKPIs,andmonitorthem?• Getadashboardsenttoyouandotherstakeholders?
• Putasidesome+meeachweektoanalysethedashboard?
• Doalloftheabove?• Dononeoftheabove?
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer
Assessinginmoredetail….
#GoogleAnaly+cs:UnderstandandTransformYourAnaly+cswith@ma=_trimmer