A presentation on

Advanced Google Analytics January 2015

Grant Ruxton

• Advanced segments

• Setting up goals

• Event Tracking

• Mobile/tablets vs desktop (mobile friendly websites)

• Demographics analysis (age, gender, location etc.)

Agenda

Segments group visitors who share common characteristics

• Lets you isolate and analyse subsets of your traffic

• Better understand where the traffic is coming from

• Fantastic for segmenting data

• There are thousands of ways to segment and analyse data

• Don’t be scared if you are unfamiliar with advanced segments

• Google now allows advanced segments to be shared among communities

• Google’s analytics experts have even created starter packs to get you started

Advanced Segments

• Improve your future campaigns and online experiences

• Find which areas of your site perform well

• Find which areas don’t perform

• Use these insights to improve performance

• Or/and find new areas of opportunity

• There are probably a million different ways to benefit

• Depending on your business and goals

Business Benefits How Can Advanced Segments Benefit Your Business?

Creating a Custom Segment

https://blog.kissmetrics.com/new-google-analytics-advanced-segments/

Segmentation by: • Referrer / Traffic source • Visitor Type • Location / Geography • Content Viewed • Landing Page Type • Action taken • Value • Demographics • Engagement • Technology platform etc.

• Mobile/Tablet vs. Desktop

• This simple segment allows users to easily analyse mobile vs desktop

Prime Example

• The desktop wins the user behaviour example

• More pages visited, longer sessions and lower bounce rates

• Desktop also comes out on top in the ecommerce section

• Higher CR, more sales and much more revenue is achieved via desktop.

All sites are different and desktop vs. mobile performance will vary depending in your area of business

• Find out if your website actually helps your business

• What you really should be tracking:

• Leads, signups, account creations, downloads, calls etc.

• What you can track:

• Urls, time, pages/visit, events

• Setting up Goals: Admin > Goals > + New Goal

Setting up goals

Setting up goals Goal Types:

• URL

• Time

• Page/visit

• Event

• https://blog.kissmetrics.com/critical-goal-types/

• Attaching the method call to the particular UI element

• Collect and classify different types of interaction with your web page objects:

• External links

• Internal banners

• Sign-ups, log-ins and form submissions

• Downloads

• Gadgets

• Videos

• Social sharing button interaction

• Rank tracking (easy implementation and awesome data!)

• Form completion progress/ drop out

• Scroll reach

http://www.koozai.com/blog/analytics/the-complete-google-analytics-event-tracking-guide-plus-10-amazing-examples/

Event Tracking

Advanced GA for Penalty Detection • Panda & Penguin Tools

• Is your site being penalised?

• http://www.barracuda-digital.co.uk/panguin-tool/

• http://www.matthewwoodward.co.uk/tips/how-to-check-which-google-algorithm-update-penalised-your-site/

• Mobile and Tablet Usage is Outstripping Desktop.

• A treasure chest of mobile usage statistics – http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

Advanced GA for Mobile Devices

• Measure and compare –

• Time on site

• Goal Conversions

• Page Visits

• Page Dwell Time

• Ecom Conversions

• Value of Ecom Conversions

• Basket Drop Off

• Site drop offs

Advanced GA for Mobile Devices

• Compare revenue and goals based on device

Advanced GA for Mobile Devices

• See who your users actually are:

• Demographics • Overview

• Age

• Gender

• Interests • Affinity Categories (behaviour by affinity categories)

• In-Market Categories (behaviour by in-market categories)

• Other Categories (behaviour by other interest categories)

Demographics analysis

• Open the Demographics Overview report, then click Enable above the introductory text.

Enabling Demographics & Interest Reports

• Deeper dive into gender information by applying male and female segments

Females: https://www.google.com/analytics/web/template?uid=Xb2BETWFTsC18n1wVrcu0w

Males: https://www.google.com/analytics/web/template?uid=lYt55eDtSJ6kR4i4dO7gJQ

Use this info to improve –

• Conversions

• Average Transaction Value

• Repeat Custom

• Branding

Learn from Gender Demographics

•Creating remarketing lists.

•Choosing display advertising targets.

•Segmenting for more detail.

•Identifying new markets to target.

•Profiling valuable customers.

Using Demographic and Interest Data

•Questions and Answers

•Live Examples

After the Break

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Thank You!