Google Confidential and Proprietary 1

Powerful. Flexible. IntelligentAn Overview of Google Analytics’ New Features

Shyam GovardhanCustomer Solutions Engineer

Australia & New Zealand

Google Confidential and Proprietary

Actionable Insights and MetricsTrinity Strategy

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Actionable Insights and Metrics

“Actionable Insights are essentially to-do items based on a rigorous analysis of your data, items that are hyper focused on driving value to the bottom line and a strategic advantage to your business”.

- Avinash Kaushik (http://www.kaushik.net/avinash)

“Actionable Insights are essentially to-do items based on a rigorous analysis of your data, items that are hyper focused on driving value to the bottom line and a strategic advantage to your business”.

- Avinash Kaushik (http://www.kaushik.net/avinash)

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Trinity Strategy (Avinash Kaushik)

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ClickstreamClickDensity Analysis

SegmentationKey Metrics

ResearchA/B Testing

Customer SatisfactionHeuristic Evaluations

Voice of Customer

Orders / LeadsRevenue: How, Why

Conversion RatesNuances of OutcomeProblem Resolution

Agenda

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Powerful• Engagement goals … and more of them!• Expanded Mobile Reporting• Advanced Table Filters

Intelligent• Analytics Intelligence• Custom Alerts

Flexible• Multiple Custom Variables• Sharing Segments and Custom Reports

Resources

Q & A5

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Google Confidential and Proprietary

Powerful• Engagement goals … and more of them!• Expanded Mobile Reporting• Advanced Table Filters

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Google Confidential and Proprietary

Engagement Goals … and more of them

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Expanded Number of Goals to 20

4 20

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Engagement Goals

• Before: Could only track pageview goals – goals that relied on a visitor landing on a specific page

• Today: Track non-pageview goals

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Setting up: URL Destination goals

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Setting up: Time on Site goals

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Setting Up: Pages/Visit goals

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Recommendations

• Group together similar conversion types into their own goal sets

• Transactional Goals Goal Set 1

• Engagement Goals Goal Set 2

• Keep in mind increases in reported conversion rates

• Define goals that make sense for your site and objectives

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Google Confidential and Proprietary

Expanded Mobile Reporting

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Value Proposition

•More and more people worldwide are accessing the web with their mobile phones. In 2009, 50% of all new internet connections will come from mobile phones.

•As more people access the internet from their mobile devices, it is important to be able to track user activity through this platform to learn, optimize, and drive results. 

•This data is now available with expanded mobile reporting features in Google Analytics.   

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Track Your Mobile Presence - Before

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Track Your Mobile Presence – Now [link]

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HTML & Applications WAP

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Better High-End Device Reporting

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Track Activity to Mobile Websites [link]

Mobile Websites

Server-side tracking

Track all web-enabled devices (not just JS & cookie capable)

Four languages supported: PHP, Perl, JSP, ASP

Works just like Analytics on desktop web pages

[Ad] Car Sale – Low car prices – cars.com – Call: 800-123-2431

Tracking Mobile Applications

SDK available for Android, iPhone, and iPod Touch applications

21http://www.flickr.com/photos/ronin691/2896622279/

http://www.flickr.com/photos/pietel/1945669725/

Tracking Mobile Apps

Tracks two basic types of user interactions:

Pageviews

• Used to calculate visits, session length, bounce rate

• Up to you to decide when to trigger pageviews (min. 1 pageview) and on naming convention that will show up in Content reports

Events

• Detailed reporting around on-page events

• Refer to Event Tracking docs [link]

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Google Confidential and Proprietary

Intelligent• Analytics Intelligence• Custom Alerts

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Google Confidential and Proprietary

Analytics Intelligence

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Donald Rumsfeld on Unknown Unknowns

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http://www.youtube.com/watch?v=_RpSv3HjpEw

Analytics Intelligence

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Daily Intelligence Alerts

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Weekly Intelligence Alerts

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Monthly Intelligence Alerts

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Adjust Sensitivity and Create Segments

Manage the sensitivity of the changes

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Google Confidential and Proprietary

Custom Alerts

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Create Custom Alerts

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Create and Save the Alert

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Google Confidential and Proprietary

Flexible• Multiple Custom Variables• Sharing Segments and Custom Reports

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Google Confidential and Proprietary

Multiple Custom Variables

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Better Insights with Custom Variables

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Visited Flights Section

Visited Hotels Section

Visited Bali Sub-Section

Registered Member

Premium Subscriber

Newsletter Subscriber

Placed item in cart

Added friend to network

Logged out of account

The Code

_setCustomVar(index, name, value, opt_scope)

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Google Confidential and Proprietary

Sharing Segments and Custom Reports

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Share Custom Segments

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Share the Link

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Preview, Customise, and Save

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Sharing Completed

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Share Custom Reports

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Google Confidential and Proprietary

Recap

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Google Analytics New Features

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Powerful• Engagement goals … and more of them!• Expanded Mobile Reporting

Flexible• Multiple Custom Variables• Sharing Segments and Custom Reports

Intelligent• Analytics Intelligence• Custom Alerts

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Recommended Books

Avinash Kaushik – Web Analytics: An Hour a Day; Web Analytics 2.0

Brian Clifton’s – Advanced Web Metrics with Google Analytics

Justin Cutroni – Google Analytics (e-book)

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Trinity Strategy (Avinash Kaushik)

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ClickstreamClickDensity Analysis

SegmentationKey Metrics

ResearchA/B Testing

Customer SatisfactionHeuristic Evaluations

Voice of Customer

Orders / LeadsRevenue: How, Why

Conversion RatesNuances of OutcomeProblem Resolution

Google Confidential and Proprietary

Thank You

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