Understanding Google AnalyticsService Network 03.10.2013

Marty Hayes, Digital Director, Venture Stream

marty@venturestream.co.uk

www.venturestream.co.uk

A Little About Me…• Present - Digital Director @ Venture Stream

• Past – Online Marketing Consultant @ Mediaworks

• Past – Ecommerce Manager @ Fashion Union

• Past – Website Manager @ Berghaus

• Past – Digital Marketing Executive @ Ethical Superstore

A Little About Venture Stream…• Founded in 2012

• Based – Westgate Rd, Newcastle

• Vic Morgan – Founder & MD Extensive e-commerce and digital

experience as entrepreneur and consultant in the US and UK.

• Marty Hayes – Digital Director Managerial experience in digital

marketing consulting with Mediaworks and client-side at Fashion Union, Berghaus, and Ethicalsuperstore.com.

• Ecommerce & digital marketing services Innovation & design

User Experience, Design, Development

Digital Marketing SEO, PPC, Analytics, CRO, Training

Strategy & Leadership Outsourced ecommerce / digital

leadership

• Digital Ventures Focussed on m-commerce &

emerging trends Partnerships with clients &

entrepreneurs Shopulous

What We Will Cover• Standard Reports

Date Ranges Dashboards Real Time Audience Traffic Sources Content Conversions

• Admin View Settings User Management Goals Filters

• Advanced Custom Reporting Sharing Reports Tracking Online Marketing

Campaigns Event Tracking

Before All That….• Think about your site

• Think about your audience

• Relate this info to your business

• Interrupt me – ask questions – make it about you

• Reports do not solve anything – use them as the foundations for action

Standard Reports

Date Ranges

Date Ranges• The starting point for all analysis and reporting

• The larger the date range the more data reported: Easier to spot trends in data Able to reach more logical conclusions, without knee-jerk reactions to anomalies Provides a more solid case for a strong hypothesis

• Be sure to choose an appropriate date range for your analysis Daily Weekly Monthly Quarterly Yearly Comparative

• The date configurator is consistently located in the top right of the screen:

• Click on the arrow to see your Date Range options:

• Choose from Custom Today Yesterday Last week Last month

• Compare to Custom Previous period Previous year

Editing Date Ranges

Dashboards

Dashboards• Custom Dashboards allow you to view metrics at a glance and

tailor the view to meet your own needs

• Allows for quick progress updates with most important metrics

• Reduces time spent on data collection, allowing you to spend more time on the impactful, actionable insight

• Dashboards can be used to empower and give control to teams

10 Dashboard Examples• Content impact dashboard

• Content marketing dashboard

• Blogger dashboard

• Visitor data dashboard

• Site performance dashboard

• E-commerce dashboard

• Mobile commerce dashboard

• Social media dashboard

• SEO dashboard

• PPC dashboard

• Resources: http://econsultancy.com/uk/blog/62828-10-useful-google-analytics-custom-

dashboards http://econsultancy.com/uk/blog/63372-10-useful-custom-google-analytics-reports-

and-dashboards-for-publishers

Real Time

Real Time• Real Time Analytics is just that! Gives you access to analytics at real

time.

• Overview Active Visitors Top Referrals Top Social Traffic Top Keywords Top Active Pages Top Locations

• Great for monitoring impact of a timely campaign (email etc.)

Audience

Audience• Demographics

Language Watch out for skews in the data caused by ‘browser’ language (Firefox, Chrome = US)

Location

• Behaviour New vs. Returning

Useful to compare user type and metric Better to use segments to apply user type to other areas of analytics

Frequency & Recency Gauge how loyal your audience is How often do your visitors visit your site?

Engagement See how ‘sticky’ your content is

Audience• Technology

Determine any potential technological bottlenecks or issues on your site Use the browser report to see if your site has browser compatibility issues How do bounce rates compare across devices? How do e-commerce conversion rates differ from device to device?

Mobile & Tablet

Mobile & Tablet• Google has predicted that mobile search will overtake desktop in the

next few years

• Rapid growth in searches from mobiles and tablets over the last 12-18 months

• Now accounts for approx. 30% of site traffic in the UK

• How well does your site perform on mobiles & tablets? Traffic Conversions

• How do mobile & tablet visitors differ from desktop? Intent Local Information

Traffic Sources

Traffic Sources• Sources

See how people found your site – visits, bounce rate, exit, time on site, revenue, conversion etc.

• Direct Traffic People who already know you – loyal

• Referral Traffic People who have come from another site – affiliates

• Organic Traffic Impact of SEO – segment to see ‘brand’ vs. ‘non-brand’ Landing page relevancy, low vs. high converting keywords Keyword length – importance of longtail traffic (Not Provided)

Traffic Sources• Paid Traffic

PPC campaigns

• Campaigns Email marketing

• Search Engine Optimization Reports require link with Google Webmaster Tools Can show query data and rankings in Google Analytics

• Social The social relationship The value of social media marketing

Content

Content• See how your visitors interact with your site

Identify poor performing areas Explore opportunities

• Site Content View key metrics for each page – pageviews, time on page, bounce rate, exit

rate

• Landing Pages How well do your key landing pages perform Is the content relevant to the search? Bounce Rate, Conversion Rate – segment by source

• Exit Pages Identify issues on-site – why are people leaving from particular pages? Could be a good thing – have they found what they were looking for?

Content• Site Speed

Page load speed affects organic search performance Page load speed affects the user experience Identify and fix issues with Speed Suggestions report

• Site Search Incredibly powerful data locked away in site search reports See how your audience searches for things relevant to you Use data to inform content strategy, merchandising, information architecture

etc.

• In Page Analytics See what % of people click on each link on any page of your site To be used with caution – counts links, not elements

A category could appear in the main menu and the footer – the stats shown count for clicks through to the relevant link – does not tell you which link was clicked

Conversions

Conversions• Where the magic happens…. Or doesn’t!

• Goal Set-up

Conversions• Funnel Visualization

Identify bottlenecks See where potential

conversions are being lost Identify abandonment rate, as

well as conversion rate

• Ecommerce Conversion Rate Transactions Revenue Average Value Product Performance Sales Performance Time to Purchase

Conversions• Multi-Channel Funnels

Allows for a holistic view of marketing efforts

See how users interact with different sources, mediums etc.

See the path people take from first interaction to last interaction

• Multi-Touch Segmentation Delve deeper into attribution

modelling

Admin

View Settings

View Settings• Specify name of profile

• Specify Website URL

• Specify Time Zone Country

• Ensure that Ecommerce tracking in on (if relevant)

• Ensure Site Search tracking is on (if relevant) Include query parameter

User Management

User Management• Add users to an account

• Apply permissions at the account, property or profile level Manage Users Edit Collaborate Read & Analyze

Filters

Filters• Apply Filters to view

• You can exclude traffic from particular IP addresses

• Most common use is to exclude data from the IP address of the business to avoid bloated figures and inaccurate reporting

Advanced

Custom Reporting

Custom Reporting• If the standard suite of reports, segments, and filters is not enough for

you, take a look at Custom Reporting

• Create your own bespoke reports

• Include Metrics Time on Page, Visitors etc.

• Include Dimensions Landing Page, Source etc.

• Can also include Filters

• Most reporting needs will be covered in the standard suite

Sharing Reports

Sharing Reports• Email Reports

Send attachments of report export Daily Weekly Monthly Quarterly

• Useful for top level figures and reporting up / sharing key info

• Export Reports Export to CSV, PDF etc. Allows for further manipulation of data Good for bringing in other data sources

Tracking Campaigns

Tracking Campaigns• Track all online / offline campaigns using Google’s URL Builder

• Appends key info to normal URL

• Allows data to pour in to Analytics, showing Campaign Source, Campaign Medium and Campaign Name

• Best used in Email Marketing and Online Advertising

Event Tracking

Event Tracking• Track user interactions independently from a web page or screen load

• Requires an extra piece of code / development

• Examples of when to use Event Tracking Basic tracking of clicks / interactions

External links Internal banners Sign-ups Downloads

Mid-range tracking Video plays Social sharing interaction

Advanced tracking Form completion progress Scroll reach

Summary

5 Top Tips

5 Top Tips

1.Log in!

2.Get into a rhythm – make it a habit

3.Have a purpose – don’t get lost

4.Identify your own key reports

5.Share – share reports, share knowledge

Any Questions?Service Network 03.10.2013

Marty Hayes, Digital Director, Venture Stream

marty@venturestream.co.uk

www.venturestream.co.uk