introduction to google analytics
DESCRIPTION
Google Analytics is the de facto, ultimate web analytics tool. It likely does much more than you might think it can do. I gave this presentation to my Business Analytics colleagues at Perficient on 3/27/13. I found it to be a highly interactive, engaging conversation that gave a powerful introduction to what Google Analytics can do, without wandering too deeply into the weeds. This presentation covers Google Analytics in broad strokes. It is designed to be intuitive and easily understood by all audiences, especially for business leaders.TRANSCRIPT
Google ANalyticsAN INTRODUCTION
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INTRODUCTION TO GOOGLE ANALYTICS
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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
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INTRODUCTION TO GOOGLE ANALYTICS
HE useS statistics AS a drunkEN MAN uses lamp postS, for support rather than illumination.
andrew lang
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the new way
OPPORTUNITIES MULTIPLY AS THEY ARE SEIZED.
SUN TZU
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INTRODUCTION TO GOOGLE ANALYTICS
USE CASES
ContentOptimization
eCommerceTracking
Channel / ROITracking
Goals (Funnel)Tracking
HOW To Use [Google] analytics
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‣ 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.
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The GA GUI
THE BASICS
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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?
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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)
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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
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INTRODUCTION TO GOOGLE ANALYTICS
Goal conversions
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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
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Don’t know which is your best page?
Let the data speak for itself.
content experiments
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What channels are giving you the best ROI?
Multi-channel funnels
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‣ DASHBOARDS‣ CUSTOM REPORTING‣ API
Get access to your data any way you like it.
data access
SMART INTEGRATIONS
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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
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thank YOU
new projects and concepts is what makes us HAPPY.
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