Google Analytics Master Class

8/6/2019 Google Analytics Master Class

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Goo le Anal tics Masterclass

Google Confidential and Proprietary 1

Adrian BlairHead of eCommerce Partnerships

21 Oct 2009



Agenda: Open your eyes!

1 Introduction

2 Reporting

3 Goals


4 Optimising Marketing Campaigns

5 New Features

6 Google Website Optimiser

7 Where to get help



Basic principles

Before doing anything else, set clear goals for your site


Everyone in the company should have access to thedata



The 10/90 Rule

Software

Software


Brains!



What Skills Do You Need?

Software

WebAnalysis WebUsability


Brains!Multivariate

& A/B Testing

Web

Development



17.2%

What’s your conversion rate?


4.2%

You YourCompetition

Average UKRetail

Amazon

? ?

* Coremetrics UK Retail report, March

2009** Nielsen Online / Marketing Charts

* **



Status Quo Improved Website

Visitors 400 400

Customers 20 40

Conversion Rate 5% 10%

Avg. Net Sales £50 £50

The impact on your bottom line


CPC £1 £1

Sales £1,000 £2,000

Acquisition Cost £400 £400

Profit £600 £1,600

AdWords ROI 150% 400%



“Midnight Knowledge” – Key Metrics You Must Know

Metric GA Report

1 Bounce rate Content


3 % of visitors who exit after using site search Content

4 % of visitors who reach check-out page Content

5 Conversion rate Goal



Google Analytics Overview

Benefits for Marketers

• Understand how visitors engage withyour site

• Compare performance of all marketingefforts from emails to keywords to offlinecampaigns

Free, hosted web analytics tool that helps advertisers improve their sitesand increase their marketing ROI


• Integrated with AdWords but also tracksnon-Google campaigns

• Identify areas for site improvement

• Pinpoint breakdowns in conversionprocesses

• Track e-commerce metrics, such as

revenue, average order value, andconversion rates



Useful for the entire organization

• Track ROI on all online initiatives from a single report

• Identify long-term trends in online marketing programs Executives

• Capture the most conversions at the lowest possible cost

• Target high return regional markets and market segments Marketers


• Test various advertising creative for each of yourcampaigns

• Demonstrate the value of your site usability improvements

• Show how your site design decisions improve website ROI• Identify web design parameters like visitor connection

speeds and browser types

Webmasters



How It Works


Secure Google Servers

Report Data



Agenda…

1 Introduction

2 Reporting

3 Goals



5 New Features


7 Where to get help



Dashboard


• Customizable• Drag and drop reports to edit layout

• Email individual reports or schedule regular updates

• Export data to PDF and XML



Report Structure

5 Main Navigation Categories:

• Visitors – Visitor information such as loyalty, language,

and location

• Traffic Sources –


,

AdWords reports

• Content – Pageview information

• Goals

– Conversion rates and goal paths

• Ecommerce (if enabled) – Commerce tracking, visitor loyalty, revenue

sources, and product-specific information



Site Content


• Learn where users are going on your site and how long they are staying there

• View trends for every page

• Segment the page data to see greater detail



Geography & Location


• See which countries, regions and cities are driving traffic to your site

• Compare visitors from different areas

• Learn how they differ by conversion and value



Site Design


• Understand how your users are accessing the internet

• Leverage this knowledge to optimize your site and content



Traffic Sources


Understand the origins of your site’s traffic



Email Reports


• Schedule reports to be delivered via Email

• Select format (pdf, csv, xml, tsv) and scheduling (daily, weekly, monthly, quarterly)



Agenda…

1 Introduction

2 Reporting

3 Goals



5 New Features


7 Where to get help



Track Goals/Conversions

• E-Commerce

• Lead Generation

• Brand & Product Awareness• Member Acquisition

Potential Goals:


Purchases

Downloads

Registration



Goal Reporting


Analyze conversion data over time on macro or micro levels



Convert Visitors to Customers

Eliminate bottlenecks inyour conversion process

Your visitors

Shopping Cart

Product Information1

2


Checkout

Thank You Page

Your Customers

Pinpoint where you losevisitors and duplicate

successful paths

3

4



Funnel Reporting

Entering the funnel Leaving the funnel


• Examine where visitors enter and exit your conversion process

• Identify which site paths lead to the most goal completions

• Use your findings to test changes to your site

Defined goal



E-Commerce Tracking

What data can be tracked?

Transaction DataTransaction ID: your internal transaction ID

Affiliate or store nameTotalTaxShippingCityState or region


Country

Item DataTransaction ID: same as in transaction dataSKUProduct nameProduct category or product variationUnit price

Quantity



Navigation


Analyze how traffic moves through your site from entrance through goal completion



Agenda…

1 Introduction

2Reporting

3 Goals



5 New Features


7 Where to get help



Analyze All Marketing Campaigns

Banner Advertising

Search Marketing

Email Marketing


Determine which marketinginitiatives are driving the best

traffic to your site

SEO, Referrals, Affiliate Programs & Offline



Evaluate Your Campaigns


• See which marketing strategies are most effective

• Analyze performance at the keyword level

• Evaluate your ROI based on goal values you have defined



Leverage Organic Search


• Discover what users search for to reach your site

• Identify organic keywords that convert but are not included in your currentmarketing campaigns

• Start bidding on new keywords



Understand AdWords Performance


• See click and cost data directly from AdWords

• Compare spend against conversions

• Analyze click and cost trends over time



Agenda…

1 Introduction

2Reporting

3 Goals



5 New Features


7 Where to get help



Advanced Segmentation


• Isolate and analyze subsets of your traffic post-data capture

• Compare segments and key performance metrics side by side

• Analyze your traffic with predefined or customized segments



Custom Reporting


• Create, save, and share reports that are important to your business

• Simply drag-and-drop dimensions and metrics for customized reports



Motion Charts


• Visualize data in four different dimensions and see how they change over time

• Quickly and easily uncover trends, anomalies, and seasonal changes



Analytics Data Export API


• Users can develop client applications to view Analytics data in the form of Google Data APIfeeds

• Export Analytics data for any type of use: integrate Analytics data with other data sources,build custom dashboards, visualizations or interfaces, do offline analysis



Internal Site Search


• Understand how your users are searching on your site

• Leverage this knowledge to optimize your site content and keyword campaigns



New – engagement goals!


You now have 20 goals per profile and Engagement goals, based on time on site

and pages-per-visit, in addition to URL-based goals.



Mobile Reporting

Standard Websites

• Track visits from high-end, javascriptenabled phones

• Filter using Advanced Segments

Google Confidential and Proprietary 39Source: 8pt, medium gray

Mobile Websites

• Server-side tracking

(PHP, Perl JSP, ASPX)

• Works just like Analyticson desktop webpages



Mobile Apps Tracking


• Android and iPhone SDKs

• Track page views and events, same as websites

• Referrals from Android market



Intelligence Reports


Make faster, smarter decisions with reports that automatically detect and surface

significant changes in your key performance metrics that you should be aware of.



Customizable Alerts


Tell Google Analytics what you want it to watch for by setting daily, weekly, andmonthly triggers on different dimensions & metrics, and be notified by email or

directly in the Intelligence reports when they happen.



Multiple Custom Variables


Define multiple tracking segments based on visitor, session or even webpage-level interactions in order to collect site usage data in ways important to your

business. Eg. A newspaper can see which sections are popular



Advanced Analysis Features


Our arsenal of power tools including Secondary Dimensions and Pivoting lets youperform in-depth, on the fly analysis without having to export your data to

spreadsheet tools.



Agenda…

1 Introduction

2Reporting

3 Goals



5 New Features


7 Where to get help



Website Optimiser Enables Two Types of Testing

A/B


Multi-variate

Optimiser





Google Confidential and Proprietary

M lti i t T t I di t



Multivariate Test Ingredients

Option 1 Option 2

1Telephonenumber

ON OFF

2 Client logos ON OFF

3 Page title A B


4 Form design A B

5Productinformation

ON OFF





Option 1 Option 2

1Telephonenumber

ON OFF

2 Client logos ON OFF

3 Page Title A B


4 Form Design A B

5ProductInformation

ON OFF









Winningcombination


increased quotes

by 91%!

A/B test: Setup process



A/B test: Setup process


A/B test: Name your experiment




A/B test: Identify test page




A/B test: Identify conversion page




A/B test: Install and validate Javascript tags



A/B test: Install and validate Javascript tags


A/B test: Preview and start experiment



A/B test: Preview and start experiment


Just launched!



Just launched!

Google Website Optimizer API

Content Management Systems can incorporate GWO directly into their services – launch experiments without touching your code!

Over time chartsVisualise performance of experiments over time


Agenda…



Agenda…

1 Introduction

2Reporting

3 Goals



5 New Features


7 Where to get help

Where to get help



Online Courses – eg. Google Conversion University

Webinars - www.google.com/intl/en/adwords/webinars/


ogs – eg. onvers onroom. ogspo .com; www. aus .ne

“Seminars for Success”

Authorised Partners

Google Authorised Consultants



=


=

Google Conversion Professionals (www.google.co.uk/gcp)



Tool-agnostic businessconsultants who can help

you improve yourconversion rate


Documents

Google Analytics Master Class