google analytics report 2014
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Julia Zanoletti | Report 2014
Introduction
In November 2014 I made a Google Analytics Report for one of the clients of the web agency I’m working for.
The client has an ecommerce that is taking off and he wanted to have a full outlook on his online presence.
He wanted to know who were his online customers and visitors and wether the Adwords campaigns he had paid to launch a product had been successful or not.
The client was also eager to understandif the newsletters he had sent within a year had increased the sales.
Eventually, he asked to have a generalidea of his social engagement on the social networks.
I therefore made a SEO, Adwords and social networks analysis, along with a Newsletter checkup.
2
Remarketing/contenttargeting
Jordan scarpe
Nike jordan
Scarpe jordan
Nike air jordan
Cappelli new era
New era cap
SEO ANALYSIS
Paid Search product keywords and New Visitors
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0
5
10
15
20
25
30
35
Rimbalzo
Pagina/Sessione
Paid Search Keywords
“Felpe Stussy” seems to be the paid keyword with the best performance. It’s got a very low bouncerate and one of the highest percentages of page/visits.
Julia Zanoletti | Report 2014 4
0
20
40
60
80
100
120
140
Sessioni
Organic Search Keywords
Most of the organic search keywords reach the same number of sessions.“Pump omni lite cord”, “Felpa College” and “Nike Jordan” have reached a higher percentage and are those with the best performance.
Julia Zanoletti | Report 2014 5
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
100000
Sessioni
Nuovi utenti
Rimbalzo
Pag/sessione
Organic Keywords related to the brand
With the highest percentage of new users, the name of the client is the best performing organickeyword. This means that the brand is well known among its longtime customers.
Julia Zanoletti | Report 2014 6
New Users
Italia
Stati Uniti
Francia
Germania
Regno Unito
Spagna
Polonia
Geographical Outlook – New Users and Nationality
The data relating to the nationality of the users and the bounce rate show the same outcome: Italy is the first country to which the users belong, and it’s got also the lowest bounce rate.
Julia Zanoletti | Report 2014 7
0 20 40 60 80
Italia
Francia
Regno Unito
Polonia
Sud Corea
Bounce Rate
Freq. Rimbalzo
New Users and Device
New Users
desktop
mobile
tablet
Bounce Rate
desktop
mobile
tablet
Desktop is still the best device to attract new users.
At the same time, mobile devices suchas smartphones, tablets and iPadscreate – as predictable – a higherpercentage of bounce rate.
Julia Zanoletti | Report 2014 8
Sessions and OS
0 10000 20000 30000 40000 50000 60000 70000 80000
Apple (iPhone)
Apple (iPad)
Android (Samsung Galaxy3)
Android (Samsung Galaxy4)
Android (Samsung GalaxyMini)
Android (Samsung Galaxy 2
Android (Samsung Galaxy 2 Plus)
Android (Samsung Galaxy S5)
Android (Galaxy note 2)
Sessioni
The Apple mobile devices and their iOS have created the highest number of sessions.It seems that the use of the Internet on mobile devices is linked to a higher percentage of sessions.
Julia Zanoletti | Report 2014 9
New Users and Source
Google/organic
Direct /
Google cpc
Facebook/referral
M-facebook/referral
l.facebook/referral
Awwards.com/referral
Us2/campaign.archive2.com/referral
The sources that have yielded the greatest number of new users are the Organic Search on Google, then the Direct Search and the Adwords Campaigns.
Julia Zanoletti | Report 2014 10
Referrals – New Users and Bounce Rate
0
5000
10000
15000
20000
25000
Nuovi utenti
Freq. rimbalzo
In this graphic, it’s clear that the Facebook campaigns reached their purpose: driving traffic to the client’s website.
Julia Zanoletti | Report 2014 11
Adwords Conversions – Ad Groups
Effort/Converted Clicks
scarpe nike jordan
remarketing (banner)
jordan retro
new era cappelli
new era caps
jordan
new era caps #2
abbigliamento obey
cappellini new era
new
Looking at the effort (cost) needed to get a number of converted clicks, seems that “Scarpe nike jordan”, “New era cappelli” and the Remarketing banner campaign have worked very well, providing the highest number of converted clicks if compared to their cost.
Julia Zanoletti | Report 2014 12
Adwords Conversions - Ads
0 5 10 15 20 25
A mezz’aria tra la terra e il …
A mezz’aria tra la terra e il …
Scegli il più adatto a te. Acquista…
…Attento all’evoluzione dello …
il meglio dello streetwear online.…
il meglio dello streetwear online.…
scegli la più adatta a te. Acquista… costo perutentepagante
conversioni
0
5
10
15
20
25
Conversions
Looking at the Adwords Adsperformance, the best ad seems to be “Scegli la più adatta a te. Acquista subito online!”.
Julia Zanoletti | Report 2014
It’s got indeed the lowest cost for paying customer ifcompared to the number of convertions gained.
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Adwords Convertions - Keywords
new era shop online
cappelli new era
nike jordan
jordan store
nike jordan shop
scarpe nike jordan
Looking at the keywords used for the Adwords Campaign, seems that “Nike Jordan”, “Jordan Store” and “Scarpe Nike Jordan” have yielded the highest number of convertions.
This is an excellent outcome, since the Adwords campaign was mainly focused on the Jordan shoes line.
Julia Zanoletti | Report 2014 14
Newsletter Analysis - Outlook
0
5
10
15
20
25
30
35
Jord
an 1
1 b
lack
gam
ma b
lue
Huf x t
rash
er
mag
Vance
spring 2
014
Nuovi arr
ivi jo
rdan/j
aso
nm
ark
k
Nuovi arr
ivi nik
e s
port
swear
jord
an 2
014
Adid
as
+ n
ew
era
mba
Nuovi arr
ivi vans
Ew
in a
thle
tics
a legend is
reborn
Stu
ssy s
pring 2
014
Alif
e n
yc
spring 2
014
Nik
e s
afa
ri m
arz
o 2
014
Nik
e h
uara
che a
prile
2014
Adid
as
zx f
lux
Air h
uara
che m
aggio
2014
Pala
ce s
kate
board
ing
New
era
9.5
0 s
napback
nfl d
raft
…
Cayle
r &
sons
sum
mer
2014
Movesh
op s
treet
team
socc
er
jers
ey
Nuovi arr
ivi giu
gno 2
014
Air t
ech
challe
nge h
ybrid q
s
New
era
spik
e lee c
olle
ctio
n
Jord
an f
utu
re b
lack
reflect
ive
Jord
an 6
sport
blu
e
Stu
ssy n
uovi arr
ivi agost
o 2
014
New
era
coca
cola
pack
Move s
hop c
am
bio
loca
tion
New
era
NFL
Pala
ce s
kate
board
ing a
utu
nno 2
014
Sta
gio
ne a
utu
nno 2
014
Stu
ssy m
ilano
41913
Sneakerb
oots
New
era
arr
ivi ott
obre
2014
Nik
e f
lykit lunar
Jord
an N
ovem
bre
2014
% apertura % clic
Julia Zanoletti | Report 2014 15
The previous graphic is an outlook on the newsletter campaigns carried out over a year time.
The click rate isn’t high, which means that although the customers may have opened the emails, they howeverhaven’t been persuaded to go to the landing page sponsored.
Here is a more specific graphic related to the newsletters that have reached the higher percentage of clicks.
0
1
2
3
4
5
6
PresaldiAutunnoInverno2013
GormetSpring
Jordan 3Sport Blue
Hot Sale JordanNovembre
2014
% clicks
From this graphic we can easier understand which newsletters performed better. For instance, “Jordan 3 Sport Blue”, “Gourmet Spring” and “Presaldi Autunno 20013” yielded the highest percentage of clicks. We can also infer that in 2013, midseason has been the best time to increase the online marketing, as well as to push sales.
Julia Zanoletti | Report 2014 16
Facebook Paid Campaign – Ads Convertions
0
2000
4000
6000
8000
10000
12000
14000
16000
clic al sito
costo per conversione
In this graphic, it is possible to see that, compared to the cost for convertion, the Facebook ads worked very well, providing a high number of clicks to the client’s website.
Most of all, the ads related to the products of the Jordan Shoes Line and to the New Era products performed at their best.
Julia Zanoletti | Report 2014 17
Social Networks - Engagement
Julia Zanoletti | Report 2014
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Client GraffitiShop
TheSpecial
BackDoor
Quarter Frisco TokyoElement
Superfly SlamjamSocialsm
New EraCap
Corea
Fb
Tw
Google+
Youtube
Tumblr
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Social Networks Engagement - Outlook
Looking at the previous graphic, we can see thatFacebook, Twitter and Instagram are the mostused social netwoks among the client’s competitors.
Julia Zanoletti | Report 2014
More specifically, the main competitor Graffiti Shop has a wide and constant presence on Instagramand Tumblr, which means he could have fuelled a loyal fan community.
Back Door, Frisco and SlamJam Socialism have created a good engagement rate with theircustomers on Facebook and Instagram.
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Julia Zanoletti | Report 2014
Summary
The outcome of this report shows a satisfactory online presence.The brand of the client is well known and frequently reached by his customers.
The paid Adwords have driven traffic to the landing pages of the productspromoted.
The newsletter campaigns need to be improved in order to increase the number of convertions, but the positive reputation of the client is already a strength.
The social network engagemet follows the average of the client’s competitors and the paid Facebook campaigns have shown one of the best performances, driving a lot of trafficto the website.
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