google analytics advanced segments and custom reporting
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Using Google Analytics Advanced Segments and Google Analytics Custom ReportingTRANSCRIPT
Welcome to
Real Insights with Google Analytics Segments
local-ventures.com
Nov. 6, 2013#RealInsights
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
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Google Analytics Advanced Segments
and Custom ReportingJeff Staub COO Virante, Inc. @jeffstaub
GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Custom Reports
Google Analytics Advanced Segments
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Advanced Segments
What’s so great about Advanced Segmentation?
View data from only the traffic sources that interest you
Apply custom reports to only particular traffic sources
Performance decisions about particular marketing initiatives
Allows you to compare different marketing channels
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Advanced Segments
Sample Custom Segments
Only those visitors which converted- Use these metrics as a target for all your campaigns- Time on site, pages per visit, key pages
Only those visitors from Social Media- Twitter, Facebook, Google+
Only visits from particular geographic locations- Allow you to focus on those regions with sales efforts
Only visits that landed on a particular page and converted- Use these as target metrics for all your campaigns
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Advanced Segments
How to Set up Custom Segments
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Google Analytics Advanced Segments
This opens the Advanced Segments Screen
All built-in, custom and starred segments can be easily applied from here
This is also where you create your own or import from a gallery!
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Google Analytics Advanced Segments
Options when creating new segments
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Google Analytics Advanced Segments
The Conditions tab is where true custom reports are made
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Advanced Segments
Apply up to 4 segments simultaneously!
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Advanced Segments
The resulting reports gives you glorious color coded data!
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Advanced Segments
Creating a Custom Segment
Start by clicking “Create new Segment”!
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Google Analytics Advanced Segments
Name the New Segment
Example:“My Totally Boss
Segment”
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Google Analytics Advanced Segments
Choose a Segment Category
Standard Categories• Demographics• Technology• Behavior• Date of First visit• Traffic Sources• Ecommerce
Advanced Categories• Conditions• Sequences
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Advanced Segments
Standard Segment Types
Demographics – Segment your visitors by age, gender, language, affinity category, and location.*Note that some of this information requires a change to the standard Google Analytics code.
Technology –Options include operating system, browser, screen resolution, device category and mobile variables.
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Google Analytics Advanced Segments
Standard Segment Types Cont.
Behavior – Look at visitors by how often they visit, days since last visit, transactions, and visit duration.
Date of First Visit – Segment by when users first visited
Traffic Sources – Filter segments by campaign, medium, source and keyword.
Ecommerce – Segment users by revenue, days to transaction, product, and product category
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Advanced Segments
Advanced Segment Types
Conditions – This segmentation allows you to create custom views based on your specific needs.
You can create segments based on a wide variety of variables and even exclude particular types of traffic as well as create ‘And / Or’ multi-level conditions.
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Advanced Segments
Sequences – Allows you create multi-step segments in order to view metrics of only those users following a particular pattern of your choosing.
Advanced Segment Types
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Google Analytics Advanced Segments
You can also edit, copy, share and delete any of the custom segments you make.
In order to share you simply click on ‘Share’ and a URL will be made which you can share via email or IM.
Edit and Share!
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Google Analytics Advanced Segments
Crowd Sourcing your Advanced Segments
• Currently there are 22 built-in segments
• If these are not sufficient for your needs you can import from a gallery!
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Google Analytics Advanced Segments
•Search
•Sort
•Filter by Rank
•Filter by Category
Gallery Imports
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Google Analytics Advanced Segments
1. Select a segment from the gallery
2. Google Analytics will import all the Advanced Segments and Custom Reports directly into your account!
Gallery Imports
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Advanced Segments
There are literally thousands of different variations of advanced segmentation which can help you make better decisions and gain greater insight into the quantity and quality of traffic to your website.
Some examples to try:
• Create a segment that only tracks social media like Twitter, Facebook, and Google+
• Create a segment that only tracks Google organic traffic and compare that to a segment that only tracks Bing organic traffic
• Create a segment to track only email marketing efforts
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Google Analytics Custom Reports
Google Analytics Custom Reports
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GOOGLE ANALYTICS – CUSTOM SEGMENTATION
Google Analytics Custom Reports
Custom Reporting in Google Analytics
Custom Reports - Allow you to create, edit and share reports specific to your individual needs.
You can create reports that include virtually any of the metrics available in Google Analytics.
Some possible combinations may be:
• City and Browser• Visits, Pageviews, and Bounce rate• Landing Page, Keyword and Location• Mobile Visits, Average Download Time
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Google Analytics Custom Reports
Some Definitions
In order to create a custom report you will need to specify at least one dimension and one metric.
Dimensions: “Describe Data” –- -visits, visitors, pages, products, and events-Examples are Visitor Type, Source, Page Title, and Product SKU
Metrics: “Measure Data” – -These are numeric measurements. -Examples are Pageviews, transactions, number of visits
Note there are some metrics and dimensions which can’t be paired!- Google has a list of valid dimension-metric combinations.
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Google Analytics Custom Reports
To begin making custom reports click on the ‘Customization’ tab in the orange navigation.
Making Custom Reports
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Google Analytics Custom Reports
Next you will click on the ‘New Custom Report’ tab
Making Custom Reports
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Google Analytics Custom Reports
Next you will name the new report
Name the tab of the report
Choose a metric (click add metric)- Examples: Page per Visit, Average Duration, Screenviews
Choose a dimension (click add dimension)- Examples: Browser, Exit Page, Session Duration
Choose a filter (optional)
Select view options (optional)
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Google Analytics Custom Reports
You have options to edit, copy, share, and delete
You can add multiple tabs to make seeing custom views more efficientExample: One tab for organic, one for paid and one for social.
Filters allow you include or exclude any particular dimensionExample – Exclude visits from Ask.com
Making Custom Reports
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Google Analytics Custom Reports
Just like Custom Segments you are able to Import from Gallery!
This is a great way to get started with Custom Reports
Recommend Gallery Reports:
Occam’s Razor Awesomeness
New Google Analytics User Starter Bundle
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Google Analytics Custom Reports
To get familiar with creating custom reports and advanced segments first import some from the gallery then click edit to see how they were set up.
Then add any new dimensions and metrics you like!
You can always delete custom reports and advanced segments and start over!
Happy Analyzing!
Making Custom Reports
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Google Analytics Advanced Segments and Custom Reports
Advanced Segments
http://cutroni.com/blog/2013/07/16/google-analytics-segmentation/http://analytics.blogspot.com/2013/07/re-imagining-segmentation-in-analytics.html
Custom Reports
https://support.google.com/analytics/answer/1033013?hl=en&ref_topic=1012046https://support.google.com/analytics/answer/1151300?hl=en&ref_topic=1012046https://support.google.com/analytics/answer/1033015?hl=en&ref_topic=1012046
General Analytics Blogs
http://www.kaushik.net/avinash/http://analytics.blogspot.com/http://www.lunametrics.com/blog/
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Questions?
Visit www.virante.org
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