introduction to google analytics data - #sfgettingsmarter

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#SFGettingSmar ter Analysis Using Google Analytics Data

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Page 1: Introduction to Google Analytics Data - #SFGettingSmarter

#SFGettingSmarter

Analysis Using Google Analytics Data

Page 2: Introduction to Google Analytics Data - #SFGettingSmarter

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The Agenda.2

Conversions/ Transactions

Users

Sessions

Impressions

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3ImpressionsImpressions

An impression is counted each time your ad is shown on a search result page or other site on the Google Network.

Key Metric

Click Through Rate (CTR)

A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown expressed as a percentage (clicks ÷ impressions = CTR).

Reach and Frequency

Frequency is the average number of times a unique user sees your ad over a given time period and reach is how many people saw your ads.

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The Agenda.4

Conversions/ Transactions

Users

Sessions

Impressions

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5Sessions.Sessions

A session is a group of interactions that take place on your website within a given time frame. For example a single session can contain multiple screen or page views, events, social interactions, and ecommerce transactions. Most analytics tools use 30 minutes of inactivity to separate sessions. This 30-minute period is called the timeout. Key Metric

• Bounce Rate

• Bounce rate is the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page).

• Session Durations

• Page Depth 

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The Agenda.6

Conversions/ Transactions

Users

Sessions

Impressions

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7User.User

A user is the tools best-guess of an anonymous person. Users are identified using an anonymous number or a string of characters. GA normally creates the identifier the first time a user is detected. The identifier persists until it expires or is deleted.  Key Metric

• First User Vs Retuning User• Conversions Rate

 

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8Segmentation.User Segmentation

Segments let you isolate and analyze those subsets of data so you can examine and respond to the component trends in your business. You can also use Segments as the basis for Remarketing Audiences.

 

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9Segmentation cont...

 

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10Segmentation cont...

 

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Evaluate Overall Campaign Performance.

Weighted Average Campaign Quality Score

SEM team developed a weighted quality score for each campaign based on ROI%, conversion rate and bounce rate.  The formula provides a maximum score of 1 and a minimum score of -1 to evaluate the performance of a campaign. 

This allow us to identify campaigns that may need attention in terms of either new landing pages, budget focus, new ads or that stock could be low.

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