Drive Your Business with Google Analytics

  • Published on
    20-Aug-2015

  • View
    125

  • Download
    1

Transcript

  1. 1. 6543210Drive Your Businesswith Google Analytics
  2. 2. Terminology
  3. 3. Basic Terminology 1 DimensionsA dimension is a descriptive attribute or characteristic of an object that can be givendifferent values. Browser, Exit Page, Screens and Session Duration are all examples of dimensions thatappear by default in Google Analytics. MetricsMetrics are individual elements of a dimension that can be measured as a sum or a ratio.Screenviews, Pages/Session and Average Session Duration are examples of metrics in Google Analytics. SessionsA session is the period of time a user is actively engaged with your website, app, etc., within adate range. All usage data (Screenviews, Events, Ecommerce, etc.) is associated with a session. UsersUsers who have had at least one session within the selected date range. Includes both new andreturning users. PageviewsPageviews means the total number of pages viewed. Repeated views of a single page arecounted. Pages/SessionPages/session (Average Page Depth) is the average number of pages viewed during asession. Repeated views of a single page are counted. Avg. Session DurationThe average length of a session. Bounce RateBounce rate is the percentage of single-page visits (i.e., visits in which the person left yoursite from the entrance page without interacting with the page).
  4. 4. Basic Terminology 2 New SessionsAn estimate of the percentage of first-time visits. GoalsGoals let you measure how often users take or complete specific actionson your website. ConversionsConversions are the number of times goals have been completedon your website. CampaignsCampaigns (also known as custom campaigns) allow you to addparameters to any URL from your website to collect more information about yourreferral traffic. https://support.google.com/analytics/answer/1033867?hl=en AcquisitionAcquisition is how you acquire users. BehaviorBehavior data helps you improve your content.
  5. 5. Overwhelmed by data
  6. 6. Your Measurement Plan1. Your Business Objectives2. Website Goals for each Objective3. Key Performance Indicators (KPIs)4. Your Targets5. Create Reports & Segments
  7. 7. Identify Your ObjectivesWhat are the objectives of your website?Generate LeadsGenerateRevenueor something else?
  8. 8. Your Objectives GoalsWhat are the objectives of your website?Generate Leads Generate RevenueWebsiteGoal:CaptureLeadsWebsite Goal:Sell Promo TicketsWebsiteGoal:ProvideValuableContent
  9. 9. Your KPIsWhat are the objectives of your website?Generate Leads Generate RevenueWebsiteGoal:CaptureLeadsWebsite Goal:Sell Promo TicketsWebsiteGoal:ProvideValuableContentKPI:#DownloadsKPI:Conversionto signupKPI:ConversionrateKPI:Cost peracquisition
  10. 10. Your KPIsWhat are the objectives of your website?Generate Leads Generate RevenueWebsiteGoal:CaptureLeadsWebsite Goal:Sell Promo TicketsWebsiteGoal:ProvideValuableContentKPI:#DownloadsTarget:150/monthKPI:Conversionto signupTarget:50/monthKPI:ConversionsTarget:100/weekKPI:Cost peracquisitionTarget:5 per sale
  11. 11. Reports & Segments to AnalyseWhat are the objectives of your website?Generate Leads Generate RevenueWebsite Goal:CaptureLeadsWebsite Goal:Sell Promo TicketsWebsite Goal:ProvideValuableContentKPI:#DownloadsTarget:150/monthKPI:Conversion tosignupTarget:50/monthKPI:ConversionsTarget:100/weekKPI:Cost peracquisitionTarget: 5 per saleReporting:Traffic SourcesEventsReporting:Traffic SourcesGoalsReporting:Ecommerce TrackingAdWords
  12. 12. Analyse Your Data Where can we make improvements? Are there any traffic sources performing better than average? Does time of day, type of technology or geography matter? What patterns stand out?Identify the star performersTake action on poor performers
  13. 13. Starting Out
  14. 14. Creating A New Accounthttps://support.google.com/analytics/?hl=en#topic=3544906
  15. 15. The Google Analytics Interface
  16. 16. Key Reports
  17. 17. All Traffic Report Acquisition > All Traffic
  18. 18. All Traffic Report Acquisition > All TrafficWhat it shows:Where your traffic & conversions come from.
  19. 19. All Traffic Report Acquisition > All TrafficHow to use it:Identify where your key traffic sources & your weak performers.What is this telling us?
  20. 20. All Traffic Report Acquisition > All TrafficHow to use it:Where is your quality traffic coming from?
  21. 21. All Traffic Report Acquisition > All TrafficHow to use it:Dig into the detail and look for patterns
  22. 22. All Traffic Report Acquisition > All TrafficHow to use it:Compare data to look for opportunities to improve
  23. 23. Funnel Vision
  24. 24. Goals Easiest way to track conversions Newsletter signups Downloads Purchases No coding required Doesnt capture revenue valueshttps://support.google.com/analytics/answer/1032415?hl=en&ref_topic=1007030
  25. 25. Goal FunnelWhat it shows:The flow of visitorsthrough a specificpart of your site.Conversions > Goals > Funnel Visualization
  26. 26. Goal FunnelHow to use it:Look at drop offpoints.What can you doto prevent them?Conversions > Goals > Funnel Visualization
  27. 27. Show Me The Money
  28. 28. Ecommerce Tracking Track revenue, transactions, product sales & more Requires code changes on your sitehttps://support.google.com/analytics/answer/1009612?hl=en
  29. 29. Ecommerce Product PerformanceConversions > Ecommerce > Product PerformanceWhat it shows:Lets you see how well individual products are performing.
  30. 30. Ecommerce Product PerformanceConversions > Ecommerce > Product PerformanceHow to use it:Spot best & worst performing productsOpportunities to increase order quantities
  31. 31. Ecommerce Product PerformanceConversions > Ecommerce > Product PerformanceHow to use it:Drill into individual products to see if there are any sales performancepatterns
  32. 32. Ecommerce Product PerformanceConversions > Ecommerce > Product PerformanceHow to use it:Drill into individual products to see if there are any sales performancepatterns
  33. 33. Its The Content That Matters
  34. 34. All Pages Report Behavior > Site Content > All PagesWhat it shows:The most visited pages on your site.
  35. 35. All Pages Report Behavior > Site Content > All PagesHow to use it:Inform your content strategyUnderstand what content appeals to your audienceInvestigate high bounce rates & exits
  36. 36. What is Bounce Rate?Enter site onpage ALeave site onpage A
  37. 37. When is it an Exit & not a Bounce?Enter onpage AGo topage BExit onpage B
  38. 38. Landing Pages ReportBehavior > Site Content > Landing PagesWhat is it:Identifies where people enter your websiteShows how visitors react based on the landing page
  39. 39. Landing Pages ReportBehavior > Site Content > Landing PagesHow to use it:Are your entry pages what you expect?Do they give the best impression of your business?
  40. 40. Landing Pages ReportBehavior > Site Content > Landing PagesHow to use it:Which pages have above of below average performance onbounce rate, page views or visit duration?
  41. 41. Lets Get Social
  42. 42. Social Overview ReportAcquisition > Social > OverviewWhat is it:Identifies traffic and conversions from social platforms
  43. 43. Social Overview ReportAcquisition > Social > OverviewWhat is it:Identifies traffic and conversions from social platforms
  44. 44. Going Mobile
  45. 45. Mobile Overview Report Audience > Mobile > OverviewWhat is it:Highlights the performance of traffic to your site via different devices
  46. 46. Mobile Overview Report Audience > Mobile > OverviewHow to use it:Identify issues with different device typesHighlight possible site development requirements
  47. 47. Spot The Difference
  48. 48. Segmenting Your ReportsWhat is it:Probably the most important aspect of reportingAllows you to see how different types of traffic perform
  49. 49. All Traffic View Filtered by Segments
  50. 50. Landing Page Report Filtered by Segments
  51. 51. The Need For Speed
  52. 52. Page Timings ReportWhat is it:Highlights slow loading pages which could impact SEO & userexperience
  53. 53. Page Timings ReportBehavior > Site Speed > Page TimingsHow to use it:Evaluate any pages that are taking longer than average to load
  54. 54. Speed SuggestionsBehavior > Site Speed > Speed SuggestionsHow to use it:Ask your developer to identify and fix speed related issues where possible
  55. 55. Are You Engaging Enough?
  56. 56. Engagement Reports Audience > Behavior > EngagementWhat is it:Shows how long visitors are staying on your website
  57. 57. Engagement Reports Audience > Behavior > EngagementHow to use it:Identify how many visitors leave nearly instantly
  58. 58. Engagement Reports Audience > Behavior > EngagementHow to use it:Use segments to see how different traffic types compare
  59. 59. More Possibilities with Custom Reports
  60. 60. Create Reports Specific to your Business
  61. 61. Show a Return on Your Bloghttps://www.google.com/analytics/web/template?uid=q2wTA0frQ9msW3TZPefRtQRemember to edit the Filter for this to work for your site.
  62. 62. Stop Wasting Moneyhttps://www.google.com/analytics/web/template?uid=SlziKUKGRvuX0Pwe1SXDbARemember to edit the Filter for this to work for your site.
  63. 63. Custom Report Templates
  64. 64. SeanClark.com@SeanClark01379 330330

Recommended

View more >