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Studies show that after dying and public speaking, Americans' biggest fear is analytics, even more than mutant spiders that talk or Gary Busey*. But unlike monsters or Mr. Busey, understanding your analytics helps you make smarter web and business decisions with confidence. It can show you who your most valuable audiences are, how they find you, and how to grow them. But you can only do that if you get past your fear. That's where I come in. While I can't turn you into a Google analytics nerd in an hour, I can give you three smart rules to give you a far better grasp of your analytics and actionable items for your to-do list, all without having to do any real math. Understanding these rules will help you shake your fear, feel smarter, and make better decisions. *Mr. Busey will not be attending. They made me say that. Because you never know where Gary Busey will be!
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Analytics Without
Fear
Analytics Without
FearBut still some swearing Hi
!
Why I love analytics:
It’s not the number. It’s what the number lets you do.
The Problem:“What just happened?”
Analytics tells you this
“What worked so I can do it again?”But you want to know this
Solution:Change your thinking.
Stop worrying about the number and focus on the idea.
So let’s do
this!
Campaigns
SegmentsConversions
Segments
Averages are lies!!!
Average Time On Site: 2:10Is that good? Is that bad?
Who cares? That’s the wrong question!
OR!
Bounce Bounce Bounce
1:15
2:01
0:45 1:458:35
7:50
10:21
Average Time On Site: 2:10
Segment by:
Where• Social v Non-social• Facebook v Twitter• Email v Ad• Message 1 v Message 2
What• People who saw
more than five pages
• People who bought something
Who• Mobile v Desktop• Geography
What do you want to know?
• Where do people who stay long come from?• What did they read that made them more likely to stay?• What content lead to the most sales?• What piece of content made them stay for more?
Live Internet Stuff
Amazing!
Campaigns
The message is what moved them!
A little secret:Google is kinda dumb.It only thinks in “channels.”
It doesn”t know that all your work was designed to work together. Like a campaign.
What”s a Campaign?A series of related actions that are connected in your mind, but not in Google’s mind. Think:
Animated Lizard vsTalking Pig
Product Launch CampaignAds on Google
Tweet (x10)
Facebook post (x2)
Flyer
Posts on Craigslist
Post on your blog
To Google Analytics, this looks like six completely independent referrers.
And it doesn’t know the difference between tweets that are connected to the campaign and ones that aren’t.
Tag those URLsGoogle Analytics is designed to be “anonym-ish”
While you never get to know people’s ID, you do want to know if they came in because of a campaign, because of a certain ad/message, or if they just wandered in “off the street.”
Yes, there’s a way to do that.
Google URL Builder Yes, I Google that every time
Tag those URLstest.com/?utm_source=google&utm_medium=Ad&utm_campaign=Launch
Landing page URL Stuff gets
added to the URL
Don”t worry:Only Google Understands this
Tag those URLstest.com/?utm_source=google&utm_medium=Ad&utm_campaign=Launch
Landing page URL
Source
Medium
Campaign
Tag those URLstest.com/?utm_source=google&utm_medium=Ad&utm_campaign=Launch
test.com/?utm_source=twitter&utm_medium=sm&utm_campaign=Launch
test.com/?utm_source=facebook&utm_medium=sm&utm_campaign=Launch
test.com/?utm_source=flyer&utm_medium=flyer&utm_campaign=Launch
test.com/?utm_source=craigslist&utm_medium=post&utm_campaign=Launch
test.com/?utm_source=blog&utm_medium=post&utm_campaign=Launch
Hey look! Internets!
Conversions
Traffic is dumb.
Here’s the thing:You don’t want “traffic.”You want sales. So stop thinking
about how many people saw your site. Think about which ones converted.
Why do you have a site?What do you want people to do on
your site? Buy something? Read something? Call their mom?
So measure that instead!That”s a “conversion.”
Right?
Interwebz!
Understanding
ConversionSegm
ent
Campaign
James Ellis: The ContentHam@saltlab
Director of Inbound MarketingTMP WorldwideMeshworking.com@TheWarForTalent
Who do I blame for this?!
Are you kidding me?
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