Google Analytics Workshop - Dave Chaffey 2011 Fusion Marketing 2011

transcript

Getting the most from

Google Analytics

Dr Dave Chaffey, CEO Smart Insights

March 23rd 2011

Fusion Marketing Experience, Brussels

Download presentation from:

SmartInsights.com

Getting the most from GA

What type of business

are you?

• Ecommerce

• B2B

• Brand

• Media

• Agency or consultant

1.Working Smarter with reports

• Advanced filter/weighted sort

• Pivot tables

• Analytics Intelligence

4. Marketing campaigns

• Campaign tracking for email

• Campaign tracking for social

•Adwords funnel and Match types

2.Advanced segments

• Medium dimensions

• Time period dimensions

• Value metrics

5. Profile and filter setup

• Comparing conversion rates

• Goal setup and segmented funnels

• Improving on-site search

3. Dashboards and custom reports

• RACE Digital Marketing Framework

• Time-based custom reports

• Value and engagement custom reports

6. Advanced server-based technique

• Event tracking

•Virtual page views

• Custom variables

Workshop structure

Qualifications

Bestpractice

About Dave Chaffey

• Strategy &

analytics

• Search &

conversion

• Strategy

consulting

Enhancing key pages have resulted in increases in conversion rate of 20%, 63% and 115%. Source:

What value are you creating?

The 3 key value measures in GA:

• 1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.

• 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.

• 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.

http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205

Working with reports in a

smarter way

Customisation technique 1

Source: Craig Sullivan independent survey 2009

Content drilldown shows

relative

page type efficiency

Practical tip

Review % age of visits by different landing page types

(for first time and repeat visitors)

Smarter reporting options• Filter reports with simple filter based on page or keyword

• New: an Advanced Filter on variables or weighted sort

• Use Pivot tables

• New: Setting annotations – beneath the top chart

• Intelligence Beta:Review standard alertsvia left menu

Example Pivot + Filter

Practical tip

Use New Weighted Sortto gain a similar effect

Use GA‟s “Intelligence”

Read post on setting up Intelligence

Tip: Use Custom Alerts in your system

Segmenting your audience

by setting up advanced

segmentsCustomisation technique 2

Segmenting Traffic value• Key referring segments:

• Search

• Paid vs Natural

• Branded vs non-branded

• Email marketing

• Affiliates

• Social media

• Don‟t forget:

• New vs returning/customer non-customer

• First and last referrer. Use attribution scripts:

http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en

Segmenting search visits

Advanced segments – more

options1. Segmentation by Referrer / Traffic source:

• Paid

• Natural

• Paid and natural brand and non-brand

• By number of keywords – 2,3,4

• Social media

2. Segmentation by Visitor Type

• New visitor

• Returning visitor

• Registered visitor

• Customer

3. Segmentation by Engagement

• 5 pages,

• <3 pages

4. Segmentation by Content Viewed

• Key landing page

• Product page

• Checkout complete

• Folders for large organisation

5. Segmentation by Landing Page Type

6. Segmentation by Event:

• Conversion goal types and E-

commerce

7. Segmentation by Platform

(less important)

• Browser

• Screen resolution

• Mobile platforms

8. Segmentation by Location

• Main markets

• UK

• US

• FIGS

• ROW

+ By behaviour – search and browse

See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-

analytics/

Some ideas for using custom

reports• 1. Time reporting.

Use a dimension of week/month to compare performance over time more easily

• 2. Value reporting. Repeat the value of different contributors:

• Keywords

• Landing pages

• Product categories

• Countries

• 3. Role-based reporting.Setup different tabs for different types of people or marketing activity

http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html

„How to‟ example of a custom

segmentNotes:

1. Chose a Dimension of „Keyword‟ and „matches exactly‟ , „contains‟ or RegEx for your brand names

2. No metrics are required.

3. Test the segment first, but you will need to enter a name for the segment to do this.

4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol „|‟.

5. Note that segments are specific to a profile initially – you may want to share them.

Gap analysis to maximise search value• Should show:

• Potential performance from keyphrase estimators

• Your actual performance

(position, clicks, conversion, sales, value):

• Paid – absolute and relative

• Natural – absolute and relative

Integrate sources

with scripts or

Excel VLOOKUP()

function

http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo/

Creating dashboards and

custom reports within Google

AnalyticsCustomisation technique 3

How do you use the

dashboard??

Drilling Down with Custom reports +

segmentation

Some ideas for using custom

reports

• 1. Time reporting. Use a dimension of week/month to compare performance over time more easily

• 2. Value reporting. Repeat the value of different contributors:

• Keywords

• Landing pages

• Product categories

• Countries

• 3. Role-based reporting.Setup different tabs for different types of people or marketing activity

http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html

Digital

Marketing

Optimisation

http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template

RACE dashboard for Eretail

Setting up marketing

campaign tracking

Campaign tracking • Adwords will be tracked automatically provided you

have specified within Adwords

• All other referring campaign traffic sources need

parameters adding where practical

• Example: http://econsultancy.com/reports/search-engine-optimization-seo-best

practice-guide?utm_medium=affiliate&utm_source=generic

Variable Meaning

utm_campaign The name of the marketing campaign, e.g. Spring Campaign.

utm_medium

Media channel (E.G CPC, Organic (Google defaults), Email, Display, Affiliate, Social,

What is the „distribution method‟ that is used to get our message out to our clients?

utm_sourceWho are you partnering with to push your message. A publisher, or for paid search

Google, Yahoo, Live Search,

utm_contentThe version of the ad (used for A/B testing). You can identify two versions of the same

ad using this variable.

utm_termThe search term purchased (if you‟re buying keywords).

This is not always used and is NOT included in the above example.

Tip: Use a URL builder or

spreadsheet• Another example – Email marketing

• Many Email service providers have

this as a feature – just need to enable

• http://www.barbican.org.uk/artgallery/event-detail.asp?ID=8909

• &utm_campaign=CCXAQ081009A

• &utm_source=Monthly_xArts_Email

• &utm_medium=Internal_Email

• &utm_content=CCXAQ081009A_Bunker_image [or

A_Bunker_intro]

• Try the Google URL

builderhttp://www.google.com/support/analytics/bin/answer.

py?answer=55578

Advanced segmentation for social media

Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/

See also: www.davechaffey.com/online-reputation-management-tools

New May 2010 Google

Adwords Beta and Search

Funnels

Modifying profile setup

within

“Google Analytics Settings”

Goals and funnels

“How does our conversion

compare?”

Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics

Filters and profiles:Use site URL structure

for countries, product categories, etc.

• To avoid a problem of errors there should be a master profile which NEVER has any filters applied.

• Process:

1. Create Advanced segment to test filter.

2. Create filter.

3. Apply to a test profile (only used for testing purposes – can check in minutes).

4. Create final profile and apply filter.

5. Grant access to this profile

Further reading:

http://www.advanced-web-metrics.com/blog/2009/12/09/how-to-choose-between-advanced-segments-versus-profile-filters-in-google-analytics/

http://www.google.com/support/conversionuniversity/?hl=en

http://services.google.com/analytics/breeze/en/accounts_profiles/index.html

http://services.google.com/analytics/breeze/en/filters/index.html

http://code.google.com/apis/analytics/docs/concepts/gaConceptsAccounts.html

http://code.google.com/apis/analytics/docs/tracking/gaTrackingSite.html

Filter example

You need to know basics of Regular

Expressions before working on

profiles1.Why are RegEx needed? Range of situations…

2.The main RegEx you need…

• A. Pipe “|” matches alternatives pages “Or”:^/(car-insurance|van-insurance|)/

• B. Caret “^” matches head – everything from start of string

• C. “?” Last character optional - Chaff?e?y

• D. “$” Don‟t‟ match if any characters after this e.g. ^/$

• E. “\” Escape (ignore) the next character /folder\?pid=123

3.Test with… Adv. Segments, Filters, Test ProfilesGuide: http://www.lunametrics.com/blog/2010/05/20/regular-expressions-ebook-relic-valuable-tool Regex tester: http://www.analyticsexperts.com/resources/google-analytics-regex-filter-tester

http://www.regular-expressions.info/javascriptexample.html

New – 20 goals in GA so group

Setting up conversion goals

► Remember to►Setup multiple conversion goals►Attach notional value to each►Can then assess $Index value

by referrer and content

► Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal

Consider additional goals – social bookmarking, commenting, catalogue requests, etc

See Ran Nir: http://www.webanalyticsworld.net/2009/03/10-must-track-google-analytics-goals.html

See also http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/

Conversion funnels► These can be setup for each conversion goal

► Example: Email sign-up, Landing page, checkout

► Consider higher level funnels – or use conversion goals for these

Example of simple funnel setup

and what NOT to do

Gotchas 1. The match type also applies to the funnel

care with exact match

Gotchas 2. Not actually the URL start with /<page>

Gotchas 4. Missing/wrongly assigning goal value

Gotchas 5. Required step may exclude some

behaviour e.g. entry deeper into funnel

Gotchas 3. Including a trailing slash /

http://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/

NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/

Segment your funnels!

Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics

Tracking on-site search

Tip find the search query parameter from the URL of a search results page

Coremetrics UK Retail benchmarks

Case study: Next.co.uk

Aim: Evaluate business case for improving onsite search merchandising

Methodology: For example search use Google Website Optimizer to AB Test

current search results page for “Boys socks” against a static “ideal” example

Results: The new results page caused a reduction in search exit rate of 19%. If

this reduction was replicated across all onsite searches, it would result in a 4.1%

increase in online revenue.

Customisations that require

server modifications

Ecommerce tracking

See http://code.google.com/apis/analytics/docs/tracking/asyncMigrationExamples.html

Consider using new Async

tracking…• Google Analytics Asynchronous tracking was announced Dec 2009, live May 2010, it

enables you to add tracking code within <head> potentially increasing page views and bounce rate

• Instructions/background:

• http://analytics.blogspot.com/2010/05/its-now-easy-to-set-up-new-sites-with.html

• http://code.google.com/apis/analytics/docs/tracking/asyncTracking.html

Tracking user actions that don‟t

have pages associated…• Examples:

• A . Tracking calls-to-action – clicks on links and buttons

• B. Steps in a funnel process which don‟t have separate pages e.g.

Forward, Back, Next, Save

• Options:

• 1. Event-tracking – easier – has it‟s own separate reports best for

links, but NB CAN‟T SETUP GOALS

• 2. Virtual page views – can track goals and can

create URLs for RegExp processing, but NB WILL INFLATE PAGE

Also: http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics

http://thejohnfmoore.com/2010/02/12/espares-a-uk-company-that-is-delivering-value-with-social-media

A/B testing showeed the products with customer generated reviews

and fitting advice had a 6.2-14.2% increase in conversion rate.

Using event tracking in GA

► Use event tracking for finding how popular different activities are:

• Downloading documents (PDFs)

• Clicking outbound links

• Playing video clips

• Add to basket

► Best script to apply :http://blog.immeria.net/2009/01/google-analytics-script-to-track.html

Async tracking example:

_gaq.push(['_setAccount', 'UA-XXXXX-X']);

_gaq.push(['_trackPageview']);

<a onclick="_gaq.push(['_trackEvent', 'category', 'action', 'opt_label', opt_value]);">click me</a>

Traditional ga.js tracking example:

varpageTracker = _gat._getTracker('UA-XXXXX-X');

pageTracker._trackPageview();

<a onclick="pageTracker._trackEvent('category', 'action', 'opt_label', opt_value);">click me</a>

http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html

Virtual Page Views• Can also use Virtual Page Views, e.g. for funnel steps but need to

exclude False Page Views with additional filter?

• Async tracking

• <a onclick="javascript: _gaq.push(['_trackPageview', '/motor/step1-

complete/']);" href="http://www.someurl.com/process-

form">Continue to Step 2</a>

• Traditional ga.js tracking

• <a onclick="javascript: pageTracker._trackPageview

('/motor/step1-complete/');" href="http://www.someurl.com/process-

form">Continue to Step 2</a>

• See http://www.viget.com/engage/how-to-track-internal-links-in-

google-analytics/

Segmenting pages/product by

performance

High Potential

(Problems)

Performers

(Stars)

Low Potential,

Low Performance

(Dogs)

Consistent

Performers

(Cash Cows)

Conversion rate

Or conversion rate variance (add to basket) compared to average

page v

variance (

Cross-domain tracking

• http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55503

• http://services.google.com/analytics/breeze/en/domains_subdomains/index.ht

Custom variables in Google

Analytics• Original called _setVarJavascript function on

page that uniquely identifies these visitors. Sets cookie for 2 year period.

• Now _setCustomVar• With up to 20 variables• Possible applications:

•Different subscribers - bronze, silver, gold•Customers vs non-customers

Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html

E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/

Google Website Optimizer:

7 key test types1. AB Test (ABC Test)

Compare 2 or more page

versions

2. Multivariate test

Compare different versions of

page elements

3. Split-path test

Compare 2 or more linear

4. Multipath multivariate test

Multi-elements, multipages

5. Do Anything Test

Measure multiple conversion

6. Linger test

Measure engagement with

7. Click test

Measure clicks on advertiser

links or to an external

checkout

Read more: http://www.grokdotcom.com/2007/11/02/google-website-optimizer-7-powerful-tests/

Google Website Optimizer case

Source: Moneyspyder blog (with permission):

http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.html

Combining event tracking with

•Each variation / recipe in

GWO is tracked as a separate

event and can then be used to

view more granular info – e.g.

influence on AOV

Source: Moneyspyder blog (with permission):

http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.html

Use Feedback tools for…

“Why” not “What”

http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/

What do customers value? Think?

Analytics will only show you „What‟ not „Why‟ – other tools can help

iPerceptionshttp://www.4qsurvey.com/

“Bad web site. Difficult to find item as no search box provided for short cut”

“I can't find any prices on your website”

“Would like to see where I can buy products from” .

Let‟s Connect!

Questions & discussion welcome

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www.smartinsights.com/blog

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Google Analytics Workshop - Dave Chaffey 2011 Fusion Marketing 2011

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