analytics 101

Analytics 101

Agenda• What are Analytics?• Important Concepts • Campaign Tagging• Reporting• Using the Data• Q & A

Objectives/Goals• What do you want to achieve?• What data will help you achieve your goal?• Once you have the data, what actions will you take based on

the data?

• Analytics has nearly all the data and reporting variables you might require, except individual personal data!

What are Analytics?The concept & science behind the data

Why Analytics?• See how users find your site• Search, referring sites, campaigns…• See how users use your site• Pages, events, navigation flow…• Prove value/ROI of marketing programs• Track conversions and revenue• And see what drives conversions and revenue

Why Use Google Analytics to Measure?• Industry standard – 67% of top Websites• Versatile and robust• Easy to configure and use• Best of all: It’s FREE

What We Measure• How do visitors find our website• Which pages are they visiting• Events (how are they engaged on the site)• Conversions/Goals

• Make informed site design and content decisions• Improve our site to convert more visitors into customers• Optimize marketing campaigns

What We Do With the Data

Important ConceptsThings to Know

Audience Report

Definitions

User (Visitor)Individual user visiting your site; or more accurately cookie/machineSession (Visit)A user comes to the site. They have multiple visits. Visits typically end when they leave the site or after 30 minutesPageviewUser loads a page. Every load/reload of a page counts as one pageview

Definitions ContinuedUnique PageviewPageviews tied to users. Reload a page 5 times?5 pageviews = 1 unique pageviewNew/Returning UserIf you never had a cookie from the analytics system, you are a new user. Cookies deleted? = new userEventSomething you want to single out to track analytics for. For example, file downloads, clicks to offsite links, video engagement

How it Works TogetherNew user accesses the home page:• 1 User• 1 Session• 1 Pageview• 1 Unique PageviewThe same user accesses 3 more pages and home again• 1 User• 1 Session• 5 Pageviews• 4 Unique PageviewsThe same user leaves, comes back tomorrow, accesses home and 2 new pages• 1 User• 2 Sessions• 3 Pageviews• 3 Unique Pageviews

Traffic SourcesA: Organic Search: clicks from search enginesB: Paid Search: clicks from search engines (paid)C: Social: clicks from social posts, not adsReferral: clicks from another sites links, like partners Direct/None: typed in www.Nintex.com or bookmarks. Custom: Anything you set in tagging A

B

BB C

C

Audience Report

Campaign TaggingFeed Us Your Data

Campaign Reports Inside Google Analytics

Track Everything!• Google Analytics naturally tracks referrals and

Organic Search

• Anything you want to track MUST be manually tagged• Banner/Display Ads• Email Links• Printed creative (usually via a link shortener)• Anything you want to attribute to a particular initiative

• Note: tagged links must go to a page with Google Analytics code on it or the data WILL NOT be captured

How To Tag• To tag your campaign URLs, use the following

parameters and campaign variables:http://www.nintex.com/landingpage/?utm_source=someadnetwork&utm_medium=banner&utm_campaign=q2_partner&utm_content=banner1

• utm_source: Identify the source of the link (google, citysearch, newsletter4)

• utm_medium: Advertising medium (marketing medium: social, cpc, banner, email)

• utm_campaign: Campaign name (product, campaign, program, slogan) • utm_content: Optional, used to differentiate ads, link placements

• Use the tool located at https://support.google.com/analytics/answer/1033867?hl=en to make tagging easier!

Campaign Reports Inside Google Analytics

ReportingHow it all comes together

Google Analytics Interface Report Structure• Audience – Visitor information: geo-location, technical

details, sessions, visitor type• Acquisition – How did they get to the site? Campaigns,

organic search, social…• Behavior – What did they do on the site? Pages, events,

site search…• Conversions – Did they complete a goal? Goals, funnels,

attribution…• Real-Time – Live data!• Dashboards – Visualize your data

Date RangesAll reports are driven by the active date range selected in the upper right-hand corner

Select “Compare to Past” to view data compared to the previous period of equal length, previous year, or custom ranges

Audience Reporting – Overview: General Traffic Data

Geo – Location and Language

Users Flow

Flow by source/medium

Acquisition ReportsHow did you get here?

Acquisition - Overview

Acquisition – Organic/SEO

Social Reporting

Campaigns

BehaviorWhat did you do here?

Behavior - Pages

Behavior - Navigation

Behavior – Events (example: video activity)

ConversionsDid you do what we wanted you to do?

Goals - Overview

Goals - Funnel

Multi Channel Funnels – Conversion Paths

Use Your Reports!

Objectives/Goals• What do you want to achieve?• What data will help you achieve your goal?• Once you have the data, what actions will you take based on

the data?

• Analytics has nearly all the data and reporting variables you might require, except individual personal data!

Report and Analyze What is Most Actionable55,000 visits last month – ok, but so what?

Versus 48,000 visits the month before – interesting, but why?

Gain in visits came from event and a new paid campaign – now we’re getting somewhere!

New paid campaign drove traffic from campaign ads A and B –this is actionable!

Keep in Mind….1. Look at trends over snapshots – data at one point in

time isn’t as interesting as data over time2. Find out the why – what influences an interaction or a

goal conversion? -Traffic sources, campaigns, sites, regions….3. Start with the basics and add dimensions to drill down4. Compare: quarter over quarter, year over year – look

for seasonality

Review and TroubleshootRemember:• If it’s not tagged, you can’t attribute where it is coming

from• If the link goes to a page without analytics code (or a

direct file download), you will never get the data• If you don’t set up a goal, proving ROI is not impossible,

but is more difficult

Questions?