gleaning insights from goals

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Gleaning Insights from Your GoalsEffectively measuring your business objectives

Stephanie HsuGoogle Analytics Specialist

Google Analytics Master Class 2010 #gamc

Google Analytics Moving Upmarket

Feature Richness

• Free hosted Analytics

• Integration: AdWords

• PDF Export

• Scheduled Email

• Cross-segmentation

• Redesigned Look & Feel

• Site Search Analytics

• Event Tracking

• Industry Benchmarking

• Data Sharing Settings

• Offline Ads Reporting: Audio / TV / Print

• 25 Languages support

• Custom Reporting

• Advanced Segmentation

• Motion Charts

• External Data API

• Tracking for Adobe Flash

• Integration: AdSense

Urchin Software

• Intelligence

• Customizable Alerts

• Annotations

• Pivoting

• Unique Visitors

• Multiple Custom Variables

2006

2007

2008

2009

Accessibility Usage ???

Google Analytics Master Class 2010 #gamc

Data Rich, Information Poor

Daily Visitors Organic traffic

Visitor Loyalty Time on Site DomainsLaunguage

User Defined

Campaign Tagging Cost Data Linking

Content by title

Regex Filters Account Mangement

CPC Clicks Keywords

Site Comparison Benchmarking

Motion Charts Depth of Visit Content Drilldown

Funnel Visualization

Map Overlay Dashboard Annotations

Date Comparison

Referrers Pie Charts

Pivot Tables Operating System

Browser and Platform Multiple Variables

Java Enabled Site Overlay

% Returning Visitors Reverse Goal Path

Pages/Visit Advanced Segments

Custom Reports

Source/Medium

Browser and Platform Multiple Variables

Java Enabled Site Overlay ROI

Goal Tracking Reverse Goal Path

Pages/Visit

Advanced Segments

Custom Reports Source/Medium

Goal 1

Mobile traffic Tracking

Event Tracking

Google Analytics Master Class 2010 #gamc

Data Rich, Information Poor

Goal 1

Daily Visitors Organic traffic

Visitor Loyalty Time on Site DomainsLaunguage

User Defined

Campaign Tagging Cost Data Linking

Content by title

Regex Filters Account Mangement

CPC Clicks Keywords

Site Comparison Benchmarking

Motion Charts Depth of Visit Content Drilldown

Funnel Visualization

Map Overlay Dashboard Annotations

Date Comparison

Referrers Pie Charts

Pivot Tables Operating System

Browser and Platform Multiple Variables

Java Enabled Site Overlay

% Returning Visitors Reverse Goal Path

Pages/Visit Advanced Segments

Custom Reports

Source/Medium

Browser and Platform Multiple Variables

Java Enabled Site Overlay ROI

Goal Tracking Reverse Goal Path

Pages/Visit

Advanced Segments

Custom Reports Source/Medium

Mobile traffic Tracking

Event Tracking

Google Confidential and Proprietary

Google Analytics Master Class 2010 #gamc

Defining Goals: How do you measure success?

Primary Goals

Completed orders

E-Commerce

Visits with uploads

Content Sharing

Visits with donations

Non-Profit

Feed subscribers

Blog

Google Analytics Master Class 2010 #gamc

Primary goal conversions

Primary Goals

How do you measure success here?

+ Your Opportunity

Google Analytics Master Class 2010 #gamc

% completed orders

Different Visits, Different Purposes

product research

account signup

support

abandoned checkout

bounced

Are users engaged with the content?

Were users able to find the right contact info?

Why?

What influenced users to signup for accounts?

Google Analytics Master Class 2010 #gamc

How do you measure success?

Primary & Secondary Conversions

Completed orders

+ product research

+ account signups

+ calls to support

E-Commerce

Visits with uploads

+ premium signups

+ pages / visit

+ referrals from twitter

Content Sharing

Visits with donation

+ volunteer signups

+ brochure downloads

+ visits to events pages

Non-Profit

Feed subscribers

+ visits with comment

+ ad clicks

+ uplift in clicks to main site

Blog

Google Analytics Master Class 2010 #gamc

Optimize secondary goals to drive primary conversions

Google Analytics Master Class 2010 #gamc

Google Analytics Master Class 2010 #gamc

How can I measure goals using Google Analytics?

Completed orders

+ product research

+ account signups

+ clicks to support

E-Commerce

Google Analytics Master Class 2010 #gamc

Expanded Goals

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Google Analytics Master Class 2010 #gamc

Setting up: Time on Site goals

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Powerful. Flexible. Intelligent.

Google Analytics Master Class 2010 #gamc 15So What?

Google Analytics Master Class 2010 #gamc

Funnel Visualization Report

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Google Analytics Master Class 2010 #gamc

How much hard work do you put in

to deliver visitors to your conversion flow only for them to

leave?

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Google Analytics Master Class 2010 #gamc 18

Google Analytics Master Class 2010 #gamc

Funnels

Your Visitors

Your Customers

Google Analytics Master Class 2010 #gamc 2020

Funnels – Registration Process

Google Analytics Master Class 2010 #gamc 21

Creating Funnels to Capture Your Conversion Flow

Google Analytics Master Class 2010 #gamc

Identify and Fix Bottlenecks in Your Funnels

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Google Analytics Master Class 2010 #gamc

Hourly Conversion Report

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Google Analytics Master Class 2010 #gamc 24

Ad Scheduling & Budgeting

Google Analytics Master Class 2010 #gamc 25

Ad Scheduling & Budgeting

weekdays weekends

Google Analytics Master Class 2010 #gamc

Traffic Sources Report

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Google Analytics Master Class 2010 #gamc 27

Analyze All Marketing Campaigns

Determine which marketing initiatives are driving the best

traffic to your site

Banner Advertising

Search Marketing

Email Marketing

SEO, Referrals, Affiliate Programs & Offline

Google Analytics Master Class 2010 #gamc

Google Analytics Master Class 2010 #gamc

Manual Tagging

http://sites.google.com/site/gamasterclass/rsvp?utm_source=email&utm_medium=link&utm_campaign=Invitation

email

link

invitation

Google Analytics Master Class 2010 #gamc

Traffic Sources Report

Google Analytics Master Class 2010 #gamc 31

The Power of Advanced Segmentation

Aggregate data works on the assumption that all site visitors are identical.

Google Analytics Master Class 2010 #gamc

Who are my most valuable customers?

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Google Analytics Master Class 2010 #gamc

Google Analytics Master Class 2010 #gamc

Google Analytics Master Class 2010 #gamc

Google Analytics Master Class 2010 #gamc

Google Analytics Master Class 2010 #gamc

Recap – Gleaning Insights from Goals

Why does my website exist?

(Primary and Secondary) Goals

Where am I losing visitors?

How can I optimize for fluctuations in conversion traffic?

Which marketing initiatives are most effective?

Funnel Visualization, Hourly Conversion, & Traffic Sources Reports

How do I best target my different customer segments?

Advanced Segmentation

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Google Analytics Master Class 2010 #gamc

“If you can’t measure it, you can’t improve it.” – Lord Kelvin

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Google Confidential and Proprietary

Thank You!

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