GoMeasure SG & KL - Analytics 101 Presentation

transcript

Google Analytics 101Rachit DayalPrincipal Consultant, Happy Marketer

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twitter.com/rachitdayal

happymarketer.com

www.HappyMarketer.com/GoMeasure

Rachit Dayal – Profile

Principal Consultant, Happy Marketer

• Lead Consultant on all Google Analytics projects

• 12+ years of Web experience,

– SEO – Over 50 websites optimized

– SEM – $500,000 spend managed

– Conversion – $5 million of online sales

– Websites – 11+ years of experience

• Singapore’s first Google Certified

– AdWords Professional (Jan 2006)

– Analytics Professional (Mar 2009)

Rachit’s Story

About Happy Marketer

Google Analytics Consultants & Trainers

• 2+ years old, headquartered in Singapore

• Provides Installation, Management and Training Services

• Clients include Starhub, JobStreet, AirAsia, Phillip Capital, Tourism New Zealand

• Focused on bringing market leading thought leadership in Web Analytics to APAC

• Vibrant Training/Consulting arm – trained over 1500 professionals in less than 2 years

• Yahoo & Google Certified Partners

• Dedicated to Transparency of Processes, Progress and Billing with Clients

Our Google Analytics Services

• Trainings & Workshops

– 101: Introduction & Principles

– 102: SME Web Analytics & Reporting

– 103: Web Analytics for Enterprises

– 201: Advanced Data Analysis

– 301: Advanced Tech & Implementations

• Services

– Installation (Single site, Multi-site etc)

– Setting up Profiles (Diff teams & marketing sources)

– Ecommerce Tracking, Advanced Goals & Funnels

– Troubleshooting with Data and Code Audits

– Maintenance, URL Tagging & Other Retainer Activities

Agenda

1. What is Google Analytics?

2. Web Analytics Gibbrish

3. Features & Interface

4. Advanced Features

If a tree falls in a forest …

And no one is there to hear it …

Does it make a sound?

A Tree In A Forest …

Biggest Marketing Medium - Digital

The Need for Web Analytics

If you have a lot of activities dedicated to sending traffic to your site …

But you can’t accurately measure the results of those activities …

Did that effort just go to waste??

What is Google Analytics?

Provides Answers to Difficult Questions

Answers for

What browsers are they using?

Do they use Flash? What about Javascript?

Which campaigns are bringing sales?

What keywords are good for business?

What’s the ROI on my marketing investment?

Where do people drop out of our sales funnel?

marketers

designers

managem

How Google Analytics Works

Google Analytics Tracking Code (GATC)

Web Analytics Gibberish

Visitor (or Absolute Unique Visitor)

A visitor is uniquely identified by a Google Analytics visitor cookie

A visit (or session) is a period of interaction between a browser and website.

Closing the browser or staying inactive for 30 minutes ends the session.

Pageview

A pageview is counted every time a page on your website loads

Pageviews, Visits & Visitors

New vs Returning

New Visitors have visited for the first time

Repeat Visitors have previously visited the site

Bounce Rate

A bounce occurs when a visitor only views one page

The bounce rate is the percentage of visitors who left after viewing just one page.

Time on Site

Campaign Tagging

How can I make my marketing campaigns more

effective & accountable?

How can I compare my various online marketing efforts against common

metrics?

How can I see how ad content influences

visit quality?

Benefits of Campaign Tagging

1. Make advertising accountable

• Measure the effectiveness of your advertising efforts

• Export and map to ad cost data for “Return on Ad Spend”

2. See all “post-click” performance in one place

• Common metrics allow for an “apples to apples” comparison

• Integrated reporting means campaign data is available in all GA reports

3. Increase AdWords accountability*

• Tight integration with AdWords reveals more data than any other tool

• Dedicated AdWords reports in Google Analytics can aid optimization

How do I tag a Destination URL?

1. A “Destination URL” is where your visitor will land after clicking an ad or link• example: www.mysite.com/specificlandingpage.html

2. Tags are added after the URL, and must be separated by a ? or a #• You may need to test both options to find the solution that works

for your site• Do not add a second ? or a # if you already have one of them in

your URL• example: www.mysite.com/specificlandingpage.html#

3. You must use tags that GA can recognize• The standard tags are utm_source, utm_medium, utm_campaign,

utm_term, and utm_content.www.mysite.com/specificlandingpage.html#utm_source=google&utm_medium=cpc&utm_campaign=analytics&utm_term=analytics&utm_content=tagging

1. Campaign Name

Name – Strategic Title for Campaign

• Chinese New Year promotion (cny)

• Christmas promotion (christmas)

• Autoresponder followup sequence (autoresponder)

• Winter Olympics (winterolympics)

• Be Connected (beconnected)

2. Campaign Medium

Medium – Online Source of Traffic

• Banner Ads (banner)

• Email Blasts (email)

• Search Advertising (cpc)

• Television Commercials (tvc)

• Direct Mail (directmail)

• Social Media (socialmedia)

3. Campaign Source

Source – Name of specific referrer

• Google (google)

• Yahoo (yahoo)

• Facebook (facebook)

• StreetDirectory Banners (streetdirectory)

• April Newsletter (newsletter4)

4. Term & 5. Content (both optional)

Term – Identify paid keywords

Content – Used to Differentiate Ads

• Ad with Child (childad)

• Ad with Computer (computerad)

• Ad with Guarantee (guaranteead)

Example Campaign Tags: Paid Search

Dimension

URL Tag Recommendation

Medium &utm_medium= cpc Always use lowercase

Source &utm_source= googlebingyahoo

Exclude http://www and .comAlways use lowercase

Campaign

&utm_campaign=

campaign-namecampaign-name-ad-group

Keyword &utm_term= actual term {keyword} for Google and Bing{YSKEY} for Yahoo!

The brackets should dynamically insert the keyword. Testing may be required for this to function.

Ad Content

&utm_content= ad-headlineinternal-ad-identifier

Organic search is automatically measured with Google Analytics!

Example Campaign Tags: Site Placements

Dimension

URL Tag Recommendation Tips

Medium &utm_medium= displaycontent-text (non-search text ads)

Always use lowercase

Source &utm_source= Actual placement name“category” (if category-targeting)nytimes.com

Exclude http://wwwAlways use lowercase

Campaign

&utm_campaign=

campaign-namecampaign-name-flight-dates

Keyword &utm_term= don’t use

Ad Content

&utm_content= ad-copy-ad-format-sizeinternal-ad-identifierad-copy-target-audience

Include good identification clues, image ads don’t appear in reports

Example Campaign Tags: Social

Dimension

Medium &utm_medium=

social Always use lowercase

Source &utm_source= social network URLshortlink-urlfacebooktwitter

Exclude http://www and .comAlways use lowercase

Campaign

&utm_campaign=

promotion-nameprogram-intent (increase-likes)

Remind your future self what you hoped to achieve

Keyword

&utm_term= don’t use

Ad Content

&utm_content= social-“seed”/endorsercontent-clue-time-date-sent

• Use link-shorteners like goo.gl or bit.ly to compress long URLs

• Don’t include personally identifiable information, like names

Example Campaign Tags: Affiliates

Dimension

Medium

&utm_medium=

affiliate Always use lowercase

Source

&utm_source=

affiliate-website.comaffiliate-program-name

Exclude http://wwwAlways use lowercase

Campaign

&utm_campaign=

affiliate-type

Keyword

&utm_term= don’t use

Ad Content

&utm_content=

affiliate-IDaffiliate-ID-product-name

Don’t use personally-identifiable information

• “Affiliates” could include “formal affiliate programs”, compensated bloggers, or even social programs that encourage a user to share a link with friends after they purchase

Example Campaign Tags: Email

Dimension

Medium &utm_medium= email Always use lowercase

Source &utm_source= email-list-nameemail-list-description

Campaign &utm_campaign= promotion-namenewsletter-name-featured-product

Ad Content

&utm_content= email-version-time-date-senttime-date-sent-target-audience• Tag all links in the email, consider adding clues in “Ad

Content” to identify specific areas in the email (headline, body, image, etc)

• Don’t include personally identifiable information, like email addresses

Example Campaign Tags: Mobile

Dimension

Medium &utm_medium= mobile Always use lowercase

Source &utm_source= mobile-placement-URLapp-name (when available)mobile-network (if URL unavailable)

Exclude http://www

Campaign

&utm_campaign=

campaign-namecampaign-name-start-date

Keyword &utm_term= don’t use unless for search

Ad Content

&utm_content= ad-type-ad-headlinead-copy

for ad-type, indicate if it was text, display, local, etc

Example Campaign Tags: Offline & Misc

Dimension

Medium &utm_medium= product-searchcommercialvideolocal

Always use lowercase

Source &utm_source= amazongoogle-product-searchofflineyoutubehuluyelp

Exclude http://www and .comFor offline, use the newspaper name or tv channel name if possible

Campaign

&utm_campaign=

commercial-campaign-namee-commerce

Ad Content

&utm_content= product-namecommercial-name-offline/onlinevideo-name

For offline media, use a “vanity URL” that redirects to a URL with campaign tags

Google Analytics URL Builder

Google Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

Tagging the URL Builder (Step 1)

Source – Publication sending traffic (Twitter, Yelp, Facebook)

Medium – Type of traffic (CPC, Social Media, Email)

Campaign Name – Title of campaign or initative (Christmas)

What does it finally look like?

http://www.kittensupply.com?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten

Real World Issues

Ownership – IT vs Marketing

Who installs the code?

Who manages change requests?

Who sends out Tracking URLs?

Who sends out reports?

Who analyzes the data?

Analytics on Every Page

Check Analytics Installation Before …

• Launching a new campaign

• Requesting data on a URL

• Launching a new mini-site

• Doing a site revamp

Default script only works for 1 TLD

Three versions of the script are available:

• For one TLD

– Only www.domain.com

• For one TLD and Subdomains

– www.domain.com and ecommerce.domain.com

• For multiple TLDs

– www.domain1.com and www.domain2.com

GA Features

Today’s Guest – GoodbyeIBS.com

Google Analytics Data

Visitors

Traffic

Content

Conversions

Features - Visitors

Demographic Information

Demographics - Location

Demographics - Language

Behaviour Information

Behaviour – New vs Returning

Behaviour - Frequency

Behaviour - Recency

Technology Information

Technology – Browsers

Technology - OS

Technology – Screen Resolution

Technology – Mobile OS

Social Usage

Social - Engagement

Mobile Usage

Mobile – Usage & Devices

Cool Customer Segments

Registered Users vs Non Registered Users

Logged In Users vs Non Logged In Users

Search vs Email vs Display

Business Section Readers vs Gossip Section Readers

Detailed Visitor Profile

Features - Traffic

Traffic Sources Explained

Campaign Attribution

Traffic – Incoming Sources

Traffic - Referrals

Traffic - Search

Traffic – AdWords Analysis

Traffic – Other Mediums To Track

Email Marketing

Social Media Marketing

Site Placements & Partnerships

Display Ads

Radio/TV Ads

Traffic - Summary

Features - Content

Site Content

Content – Popular Pages

Content – Landing Pages

Content Exit Pages

Content – Site Search

Content - Site Speed

Content – Site Search Usage

Content – Site Search Terms

Scenarios

Content - Events

Events - Flash & Movies

Events - Downloads

Events – Rich User Interfaces

Content – AdSense

Features - Conversions

Conversions - Goals

What is a Goal?

In Google Analytics, a goal represents a website objective, such as:

• A page viewed by the visitor once they have completed a desired action

• A specified amount of time spent by the visitor on the website

• A specified number of pages viewed by the visitor on the website

Examples of Goals

Possible Goals

Ecommerce Sales

Software Download

Account Signup

Contact Form

White Paper Downloads

Flash Events (Audio/Video plays)

Goals in Reports

Funnels – Why Define Them?

A series of pages through which a visitor must pass before reaching the goal

A funnel allows you to:

• Examine where visitors enter and exit the conversion process

• Eliminate bottlenecks in your process

• Identify which site paths lead to most goal completions

• Use your findings to test changes on the site

Conversions - Ecommerce

Happy Marketer’s Clients

Our Google Analytics Services

• Trainings & Workshops

– 101: Introduction & Principles

– 102: SME Web Analytics & Reporting

– 103: Web Analytics for Enterprises

– 201: Advanced Data Analysis

– 301: Advanced Tech & Implementations

• Services

– Installation (Single site, Multi-site etc)

– Setting up Profiles (Diff teams & marketing sources)

– Ecommerce Tracking, Advanced Goals & Funnels

– Troubleshooting with Data and Code Audits

– Maintenance, URL Tagging & Other Retainer Activities

THANK YOU

gplus.to/rachitdayal

twitter.com/rachitdayal

happymarketer.com

GoMeasure SG & KL - Analytics 101 Presentation

Self Improvement