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ANALYTICSBASICS
About UsHaden Interactive builds, optimizes, and manages WordPress websites for large and small organizations on four continents.
WWW.HADENINTERACTIVE.COMHaden InteractiveAddress: 1337 E. Ash, Fayetteville, ARPhone: 479.966.9761Email: [email protected]
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Our Team
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Meet us here at WordCamp or at www.hadeninteractive.com
Rebecca Rosie Gideon Brittany
The most effective way to use analytics:find the answer to a question.
Example #1: A CPG Manufacturer
Web traffic increases, but sales don’t. What’s up?
• Identify a signal of intent to buy. • Measure increase in that signal.• Discover that only 35% of visitors have
access. • This is a distribution, not a marketing
issue.
Example #2: B2B E-Commerce
Looks like bing brings big spenders.Should we optimize for bing?• Looking at big spenders shows a lot
of bing users. • Looking at bing, not big spenders,
doesn’t show higher conversion rates or purchases overall.
• Visits from corporate centers are followed by purchases by vendors in the same city.
• It’s not bing, it’s the corporation.
Who’s visited?Executive office of the president:Visits: 17Unique Visitors: 12Pageviews: 77
Senate.gov:Visits: 29Unique Visitors: 23Pageviews: 139
House.govVisits: 336Unique Visitors: 70Pageviews: 1,939
Example #3: Thought Leader
Are we influencing people, or just getting traffic?How do we know?
We can say confidently: this is not typical.
With no question, we often just look for good news.
1. Come up with a question – something you’d like to know about your website.
2. As we look at reports, decide which reports might give you the answer.
What’s Your Question?
Major Reports
There are 4 primary reports and each has a lot of sub-reports
Audience Reports
Overview
Sessions, Users, Pageviews
Miles, Jorge, Lucy, and Svetlana visited www.example.com. Each of the men visited twice and looked at three pages each time, while each of the women visited three times and looked at one page each time. Svetlana looked at the same page each time, while Lucy looked at a different page on each visit.
How many Pageviews did www.example.com receive?
18
Check Understanding
User Explorer
Demographics
Interests
Geo Language
Geo Location
Overview All Traffic AdWords Search Console Landing Pages Countries Devices Queries Social Campaigns
Acquisition Reports
Traffic Sources
Source and Medium
Landing Pages Report
Query Report
Overview Behavior Flow Site Content Site Speed Site Search Events Publisher Experiments In-Page Analytics
Behavior
Behavior Flow Report
Site Content> All Pages
Conversions Reports
You must set up goals in order to see any of these reports.
Goals
Top Conversion Paths
• Identify a customer behavior.• Identify an online action that
shows the behavior or a sign of intention.
• Make sure your website offers a way to track the behavior:
• A URL visited• A length of time on site.• An item downloaded.• Set up a goal in Google Analytics.
Once you identify a goal…
Set up a goal in Google Analytics
Describe your goal
Add goal details and create goal
Segments
Set up a segment
Once you get to know what’s happening at your website, you can improve your website. •Make changes at the website to encourage the behaviors we want to increase.•Fix areas of confusion or abandonment.•Use what we learn about visitor acquisition to make the best allocation of resources.Continue to monitor and respond, because things change.
Then what?
