introduction to google analytics
Post on 26-Jan-2015
181 Views
Preview:
DESCRIPTION
TRANSCRIPT
Google ANalyticsAN INTRODUCTION
JOSH LEQUIRE3/27/13
INTRODUCTION TO GOOGLE ANALYTICS
JOSH LEQUIRE 2 • 20
ABout Google Analytics (Free)
IS: AUTOMATED TRACKING, reporting, & visualization solely FOR WEB ANALYTICS
NOT: DATA MANAGEMENT, VISUALIZATION, OR MODELING tool for anything else
THE OLD WAY
JOSH LEQUIRE 3 • 20
INTRODUCTION TO GOOGLE ANALYTICS
HE useS statistics AS a drunkEN MAN uses lamp postS, for support rather than illumination.
andrew lang
INTRODUCTION TO GOOGLE ANALYTICS
JOSH LEQUIRE 4 • 20
the new way
OPPORTUNITIES MULTIPLY AS THEY ARE SEIZED.
SUN TZU
JOSH LEQUIRE 5 • 20
INTRODUCTION TO GOOGLE ANALYTICS
USE CASES
ContentOptimization
eCommerceTracking
Channel / ROITracking
Goals (Funnel)Tracking
HOW To Use [Google] analytics
JOSH LEQUIRE 6 • 20
INTRODUCTION TO GOOGLE ANALYTICS
‣ objectives‣ metrics‣ results‣ Optimize‣ (repeat)
“What gets measured, gets managed.”- Peter Drucker
Sites and applications are dynamic objects that act as conduits to accomplish your business objectives.
Implication: use objective-driven, agile methods, not static waterfalls. GA is the tool that puts the rubber on the road.
JOSH LEQUIRE 7 • 20INTRODUCTION TO GOOGLE ANALYTICS
The GA GUI
THE BASICS
JOSH LEQUIRE 9 • 20
AUDIENCE Overview
INTRODUCTION TO GOOGLE ANALYTICS
How do your end users engage your site?
Drill down to page and sections to understand what content frequency, recency, and engagement.
Bonuses: ‣ are your visitors mostly mobile? (if so and you’re
not responsive yet, get on board)‣ what is the flow of navigation in your site?
JOSH LEQUIRE 10 • 20
TRAFFIC SOURCES
INTRODUCTION TO GOOGLE ANALYTICS
What drives traffic to your site?
Direct ≈ user initiatedReferral ≈ link to your siteSearch ≈ organic + paid searches
MAJOR Bonuses: ‣ Drill-down analytics (in all areas of GA)‣ Webmaster tools integration‣ Social (ROI)‣ AdWords integration (ROI)
JOSH LEQUIRE 11 • 20
CONTENT OVERVIEW
INTRODUCTION TO GOOGLE ANALYTICS
What content works? What doesn’t work?
Focus on:Content ≈ drill down into pagesSite Speed ≈ user load times
ADVANCED ANALYTICS
JOSH LEQUIRE 13 • 20
INTRODUCTION TO GOOGLE ANALYTICS
Goal conversions
JOSH LEQUIRE 14 • 20
INTRODUCTION TO GOOGLE ANALYTICS
Track critical metrics like: ‣ Product page conversion rates‣ Per visit value‣ Cart abandonment rates‣ Total sales by channel‣ Days / visits to purchase
ecommerce Tracking
JOSH LEQUIRE 15 • 20
INTRODUCTION TO GOOGLE ANALYTICS
Don’t know which is your best page?
Let the data speak for itself.
content experiments
JOSH LEQUIRE 16 • 20
INTRODUCTION TO GOOGLE ANALYTICS
What channels are giving you the best ROI?
Multi-channel funnels
JOSH LEQUIRE 17 • 20
INTRODUCTION TO GOOGLE ANALYTICS
‣ DASHBOARDS‣ CUSTOM REPORTING‣ API
Get access to your data any way you like it.
data access
SMART INTEGRATIONS
JOSH LEQUIRE 18 • 20
INTRODUCTION TO GOOGLE ANALYTICS
3 P S O F T W A R EA N A LY T I C S
A D W O R D SA D S E N S E
Optimal for Google products, but GA integrates well (usually through .js) with others.
Google provides an exceptional knowledge-base for anything you need.
Image + Conceptual Credits‣ BTW - these are also phenomenal sites for additional information on web analytics‣ All pictures not credited here are my own ‣ Slide 5‣ Content optimization: http://www.portent.com/blog/analytics/google-analytics-website-optimization-tips.htm‣ eCommerce Tracking: http://www.mequoda.com/articles/landing-pages/five-essential-elements-for-a-great-sales-letter-landing-page/‣ Goal (funnel) tracking: http://www.siliconbeachtraining.co.uk/blog/how-funnels-improve-your-goals/‣ Channel / ROI tracking: http://www.tomorrow-people.com/blog/bid/105795/What-s-The-True-Cost-of-Traditional-Advertising
‣ Slide 13 (both)‣ http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/‣ PS - Avinash Kaushik is THE MAN for all things web analytics. I bow down to him. His content ROCKS.
‣ Slide 14‣ http://www.techiemania.com/6-easy-actionable-seo-tips-to-supercharge-your-e-commerce-site.html
‣ Slide 15‣ http://marketingland.com/google-analytics-content-experiments-12170
‣ Slide 16‣ http://www.onbile.com/info/multi-channel-funnels-in-google-analytics/
‣ Slide 17‣ http://www.tableausoftware.com/solutions/website-analytics
JOSH LEQUIRE 19 • 20
INTRODUCTION TO GOOGLE ANALYTICS
thank YOU
new projects and concepts is what makes us HAPPY.
INTRODUCTION TO GOOGLE ANALYTICS
JOSH LEQUIRE 20 • 20
top related