andy simon -- set up your google analytics like a pro
TRANSCRIPT
Digital Analytics is the analysis of quantitative data from your business
and its competition to drive a continual improvement of your
customers and potential customer’s online experience towards your
desired business objectives.
Google Analytics is a powerful, freemium digital analytics tool for websites and mobile apps.
Digital Analytics
Macro-conversions are those activities most important to your business. Examples include:
● Making a purchase● User engagement in your
app
Goal Types
Micro-conversions are activities that users frequently engage in on their way to a macro-conversion. Examples include:
● Email Signup or Created an Account
● Browsed site extensively● PDF Download
For Ecommerce SitesSelling products or
services, i.e. Amazon
Determine Your Macro Goals
For Lead Gen. SitesCollect user data for sales teams to
connect with potential leads i.e. Oracle
For Content PublishersEncourage engagement and frequent
visitation i.e. BBC News
For Informational Siteshelping users find the information
they need at the right time i.e. Wikipedia
For Brandingthe main objectives are to drive
awareness, engagement and loyalty i.e. Uber
For web and mobile appsit may be specific user engagement
goals, sign-ups or downloads i.e. LinkedIn
View through the lense of continual process improvement:
Create a measurement plan
Measure the things that matter most to your business
Report in a clear and concise way
Analyze by developing hypotheses that reflect expectations
Improve your product based on the data
Test your hypotheses with experiments
Segmentation allows you to isolate and analyze subsets of your data... so that you can examine and respond to the component trends in your business.
Segment Your Data
You can segment by:
● Date and time● Device● Marketing channel● Geography● Customer characteristics (i.e
new/returning or if they made a purchase/left something in the cart last time)
Segment Your Data
Segment Your Data
Some useful segments to consider
● Converters and Non-Converters: those that complete goals and/or transactions and users that don’t. Analyze Sessions with Conversions from a specific geographic area or from a specific device.
● High-Value Users: those that are high-value in terms of your business: the ones who have interacted with your content or purchased recently, who interact or purchase frequently, and who engage in high-value conversions.
● Create a cohort segment: those that fall under specific user definitions that are meaningful to your business: for example, new users to your site on a specific date or during a date range who arrived as the result of a specific AdWords campaign.
● Potential-purchasers: those that have started down the purchase funnel but didn’t complete the process: for example, users who added items to their carts but never completed their purchases
Some useful segments to consider
Building clearly understood dashboards and scheduling reports by email makes it easier for you to monitor and analyze your data on a regular basis.
Understand your data by key segments as well as how they arrive at your site.
Reporting
With Content Experiments* you can test which version of landing page results in the greatest improvement in goal conversions across all of your user segments.
A typical experiment might look like this:
● Weeks 1-2: Establish your baseline data● Weeks 3-5: Begin and monitor your test● Week 6: Evaluate your results, pick the
winner
Experiment
*Content Experiments are web-only, use the Experiments API for mobile apps
● Data is only useful when it leads to action. Take the results from your experiments into consideration. What is the data telling you?
● Integrate your Analytics, AdWords and Webmaster Tools accounts to maximize the volume of data you capture and surface additional insights.
● Google Analytics is only getting more powerful. Just this morning, Google announced major upgrades to their Google Analytics and AdWords platforms that make it easier than ever to understand your customers and your data.
Parting Thoughts
