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Data provided by Google analytics is endless. It is the duty of an analyst to get meaningful insights.
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Actionable Insights From Google Analytics
Presented by Arun Kothapally
Why Google Analytics?
• It is FREE.
• Easy to install. Use your Google account.
• Easy to collaborate.
• Many tutorials on the web to help you use Google analytics.
• It is one of the best web analytics tool.
The Biggest Problem with Google Analytics……..
Say So What Thrice!
How to find actionable insights from Google Analytics?
So what rule - Visitors
Instinct Logic
No of visitors to our site has reduced by
20% this month.So What?
So what rule - Visitors
We have to work harder and get more
visitors to site.So What?
Instinct Logic
…………………….. I got YA!
So what rule - Visitors
Instinct Logic
So what rule – Bounce Rate
Our Bounce Rate has increased by 30%
this month.So What?
Instinct Logic
So what rule – Bounce Rate
Google Analytics says these pages
have bounce rates above 50%.
So What?
Instinct Logic
If we audit these pages individually and improve it we
will make our pages more engaging.
That is what I am talking about.
So what rule – Bounce Rate
Instinct Logic
Your Boss
Lets Go and get this shit
done!
Actionable Insights
What specific
action to perform?
How will the specific
action improve
the business?
Who is responsible
for the action?
By when should the action be
performed?
Key Metrics
Segmentation
Actionable Insights
# of Product Sales
020406080
100120140160180200
20
130
62 66 76
184
90 100
Traffic Source Vs. # of Product Sales
September
October
November
December
January
Febru
ary
Marc
hApril
020406080
100120140160180200
ReferralDirectEmailSocialGoogle (Organic)
Digital Marketing
Measurement
Acquisition
Behavior
Outcomes
Acquisition Insights
% New VisitsPossible Action Items1. Do a rank check on popular keywords.2. Update content regularly to increase direct traffic.
Acquisition > Overview
Geographic LocationPossible Action Items1. My target country is USA but most of my traffic is
from India. I can never make good money.2. I see traction in Australia. I should launch set up
operations in Australia too.
Audience > Geo > Location
Queries
Acquisition > Search Engine Optimization > Queries > Impressions
Possible Action Items1. Lost rankings for these keywords.2. Need to make Titles clickable for these keywords.
Behavior Insights
Bounce Rate
Behavior > Site Content > All Pages
Possible Action Items1. We need to increase internal links on this pages so
that the people are within our site.2. We need to improve CTA to make a user take action.
Cart Abandonment RatePossible Action Items1. About 56% of people drop off at shopping cart. Need
to do optimize and test the variations.2. 63% people drop off at checkout. Should try multiple
step checkout.
Outcomes Insights
Time LagPossible Action ItemsRun retargeting campaigns for upto more than 12 days to increase conversions.
Audience > Behavior > Engagement > Page Depth
Assisted ConversionsPossible Action Items1. We suck at Email Marketing or email marketing is NOT for our
business.2. Social Media assists in conversions. It is worth investing time in it.
Conversions > Attribution > Model Comparison
Prioritize ActionsImpact Time Effort Internal
DependenciesExternal Dependencies
Priority
Action 1
Action 2
Action 3
Priority Formula : Impact*Time*Effort – (Internal + External Dependencies)
Use a scale of 1-10 to define each column
Don’t be a reporting rogue
or a data douchebag be an
Analytics Ninja because….
Actions
drives
business forward
not data or reports
Let Us Talk…..
