Digital AnalyticsGOOGLE ANALYTICS

DefinitionAnalytics is the process of measuring, collecting, analyzing, and reporting the behavior of visitors on a website, in order to understand and optimize web usage.

Why Google Analytics?

Rank

ü It’s freeü It’s industry standard (98% of businesses/sites use GA)ü Simple to use üHighly customizableü Integrates nicely with other Google products (e.g., AdWords)ü Extensive online support and tutorialsü Sufficient for most marketers – but there is paid Analytics software

with more functionality

The purchase funnel

Is it still relevant?

Customers can start their purchase journey at any point of the funnel

1. Building awareness

2. Acquiring interest

3. Engaging with potential customers

4. Driving them to a conversion (online or offline)

5. And retaining them as a customer

How does Google Analytics work? Website tracking

GA uses a small piece of JavaScript code to collect information

This piece of code must be included in every page of your website

This code will collect information on the users who visit your page◦ Users browser

◦ Users behavior on the site

◦ Referring site

◦ …

<script>

(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){

(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),

m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)

})(window,document,'script','https://www.google-analytics.com/analytics.js','ga');

ga('create', 'UA-83015732-1', 'auto');ga('send', 'pageview');

</script>

Demo accountAccess the Google demo account now

1. Go to google.com

2. Search for “google analytics demo account”

3. Click on the first organic search result (Google help center)

4. Then find the link to “access the demo account”

How to use GA for MarketingWhy is Google Analytics helpful for marketing?

Take 10 minutes to click through the demo account.

1) What does the Audience report tell you? How is this information important for marketing purposes?

2) What does the Acquisitions report tell you? How is this information important for marketing purposes?

3) What do you learn from the Behavior report? How is this information important for marketing purposes?

4) What do you learn from the Conversion report? How is this information important for marketing purposes?

Google Analytics Reports

The audience reportWHO CAME TO YOUR SITE?

Users Number of non-duplicated users (unique users) who create at least one session

Session Group of interactions that take place during a given time frame (session ends typically after 30 mins of inactivity)

Pageviews (also “hits”)Number of pages viewed total in the given timeframe

Pages/SessionAverage number of page views that a person completed before leaving the site (pageviews/sessions)

Average session durationAverage amount of time the user spent on the site (minutes) during a session

Bounce ratePercentage of users who left the site from the entrance page without interacting with it (i.e. clicking) –only one pageviewcreated

New Users / Returning visitorsPercentage of first-time visits vs. returning

Persona developmentPersona

Jill, from California, 30 years old, works for a startup company

Interested in Consumer electronics and deals, technology and movies

Always has the newest iPhone

The behavior reportWHAT DID THEY DO ON THE SITE?

What is the behavior report about1 The reports

tell you what pages people visit and what actions they take while browsing.

2 Knowing how visitors move through your website lets you optimize your website performance & conversions.

3 After evaluating the behavior report, it is important to set up conversion goals.

The conversions reportDID THE USERS DO WHAT YOU WANTED THEM TO DO?

Goal typesType Description ExampleDestination A specific location loads Thank you for registering! Duration Session that lasts a

specific amount of time or longer

10 minutes or longer spent on a support site

Pages/Screens per session A user views a specific number of pages or screens

5 pages or screens have loaded

Event An action defined as an event is triggered

Social recommendation, video play, ad click

Goal Types - Destination Page on your website that users see when users complete an activity

Example: Thank you for signing up

Measures conversions -> used by retail or lead generation

Goal Types – Event Triggered when a user does something specific

Examples: downloading a file, starting a video, clicking on a social media icon

Measures conversions -> used when a behavior does not load a new page

Goal Types - DurationTime on site goal is triggered when a user’s time on a site falls below or above a threshold that you specify

Example: Spend more than 10 minutes on the site

Measures engagement

Goal Types – Pages/Screens per visitIs triggered when a user sees more or fewer pages than a threshold that you specified.

Example: you want to track people who visited more than three pages.

Measures engagement

Useful metrics to calculate with goalsConversion rate: Percentage of goal completions

E.g.

(number of people visiting the completion page / number of total users) * 100

Revenue:Tell Analytics how much a goal completion is worth

For retail: Tie it to a destination goal (purchase completed) and tell GA how much an order is worth on average

For lead generation: Tie it to a destination goal (sign up completed/form completed) and tell GA how much an average lead is worth (calculate how many leads on average convert to customers)

Setting up a funnelFunnel= defined process that you expect users to complete prior to conversion

Example: Sales checkout process

1. add items

2. shipping information

3. payment information

Allows you to see where users enter and exit the process. E.g. maybe users leave by the shipping information, maybe you need to redesign that page.

Eliminate bottlenecks

Conversion FunnelWhere are the biggest fall-out points?

Where do people leave the funnel?

Where can we optimize the flow?

Conversion funnel – calculation 1. What is the overall conversion rate? 72,498/2,347,892 = 3.09%

2. Calculate each micro-conversion rate.

Rates & Availability2,347,892

Review Itinerary367,495

Guest Info103,471

Confirmation72,498

367,495/2,347,892 = 15.7%

103,471/367,495 = 28.1%

72,498/103,471 = 70.1%

The acquisition reportWHERE DID THEY COME FROM?

Where do my users come from?

1. ORGANIC: Search results

(Google)

2. REFERRAL: Links on other

websites

3. DIRECT: Direct type-in to

a browser

Channel analysisGain insights into ways to attract more desirable visitors

à Which channels work the best?

à Where do we need to improve?

SegmentationYou can break down traffic by source traffic, but you can also segment by specific users

Segmentation = dividing customers into groups that differ in a meaningful and actionable way

E.g. geography, new vs. returning, device, etc.

Attribution –assigning credit for a conversion Macro conversion

- important activity on your website

- purchase / sales

Micro conversion

- sign up for online coupons

- not direct contributor to the main goal

- precede a macro conversion

First click attribution àlast click attributionWhich ad is responsible for a conversion? The first one a user sees, or the last?

Last-click attribution: The last click is given credit for the sale à this generally favors search!

First-click attribution: The first click is given credit for the sale

Linear attribution: Each touchpoint on the conversion path shares equal credit

Time-decay attribution: the touchpoint closest to the time of sale gets the most credit

Where do my users come from? For these channels you use linktagging.

Linktagging = piece of code, adds extra information to the link that users click on to get to your site.

This extra information overrides default categorization, e.g. you add a campaign tag to a link within a marketing newsletter

UTMUTM = Urchin Tracking Module

Format used by Google to track unique URLs

You can use the Tracking URL builder provided by Google

Make sure to come up with a foolproof system that the whole marketing department can understand!

Campaign tags

There are three types of campaign tags.

Campaign Tags

It is important to have campaign tags, because the users can be identified as coming from the specific campaign.

Important to track campaign success.