Google Analytics Implementation and Analysis Strategies - SES London 2012

Google Analytics BasicsImplementation & Analysis Strategies

@analyticsninja

London | 20–24 Feb, 2012 | #seslondon

Analytics Ninja LLC• Founded 2010, after managing PPC and Analytics in house for B2C and B2B

companies.

• Speaker at SphinnCon, SMX, and will be participating on the Web Analytics round-table discussion later today.

• Company focus is an advanced implementations that are closely aligned with client’s business goals, we lead to robust, actionable analysis.

• I love web analytics and would love to turn every internet marketer into an analytics ninja.

@analyticsninja


Implementation & Analysis

Implementation:

• Data Collection – What are you tracking?

• Data Quality – is it accurate?


@twitterhandle

Analysis:

• Measurement of inbound marketing– SEO, PPC, Social

• Actionable items – doing something with the data

BEFORE Implementation

• What are your goals as company?

• How do those relate to the internet?

• How would you measure that with GA?

• Write down your questions

• Brainstorm what data would be useful

• If you can conceive a question, you can probably track it and answer it in GA.


@analyticsninjahttp://www.analyticspros.com/blog/google-analytics/web-analytics-planning-model/

http://www.analyticspros.com/blog/google-analytics/web-analytics-planning-model/


BEFORE Implementation


@analyticsninjahttp://www.analyticspros.com/blog/google-analytics/web-analytics-planning-model/

C/O



Implementation

• Most powerful implementations are with features that are not “out-the-box” in GA. Event Tracking and Custom Variables. i.e. These require more advanced coding.

• Since this presentation is geared as in introduction, focus is goal implementation and analysis techniques that can be done, for the most part, “out of the box.”


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BEFORE AnalysisKnow your A B C’s

Justin Cutroni Avinash Kaushik• Acquisition • Behavior• Outcomes


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Acquisition Behavior

Conversions

http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

http://cutroni.com/blog/2012/02/09/pimping-out-google-analytics-for-ecommerce-websites/






Know what you’re looking at…

• Hits

• Visits

• Unique Visitors

• People

• Hits = Data sent to the GA servers. Usually pageviews or events.

• Visits = A session. Ends after 30 minutes of inactivity or returning to site via new source.

• Unique Visitors = Persistent Cookies in a Web Browser

• People = Difficult to truly measure.


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21% – 39% of “Unique Visitors” are not unique**


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http://www.analytics-ninja.com/blog/2011/12/how-unique-are-unique-visitors-in-google-analytics.html

**not a scientific study.



Hits, Visits, Visitors…??? Who cares?

Real Case:A client engaged a (fairly expensive) 3rd party conversion rate optimization company. Client wanted to know their baseline conversion rate before testing variations of their product page template. This is the report they got…..


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What’s wrong with this report?



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The answer…


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Goals

• Goals are things youwant someone to do on your website.• Usually a sale, leadgeneration form submission, newsletter signup, or the like.Helps answer question posed during planning stage, “how do I measure impact on my business?”


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Goals

The simplest type of goal is a pageview.

This means that a visitor viewed a particular page, most commonly the “thank you” page of some sort of lead generation form or online checkout.

This is known as a macro-conversion


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Funnels

Always try to set up a funnel –the steps that a person commonly goes through to complete the goal (again, think online checkout).

Funnels currently only work with pageviews.


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How to set up a funnel• 1st, Learn some Basic

RegEx (really)• Choose URL Destination• Goal URL is the url that

each step in the funnel is leading up to.

• Don’t include the Goal URL in your funnel steps

• Include a goal value in most cases.


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Required Reading!

http://www.lunametrics.com/regex-book/Regular-Expressions-Google-Analytics.pdf




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Funnel Visualization

Report

Exit is from furthest place reached in the funnel


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Better than Funnel Visualization


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Also Better Than GA Funnel Visualization


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Funnel Segmentation

Horizontal FunnelsAllow us to compare funnel completion across inbound channels

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




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Micro Conversions / Other Goals

• Steps along the conversion path such as view of category page, product page, add to cart.

• Engagement Metrics such as Page Depth or Time on Site

• Touch points such as newsletter signups, free site registrations, live chats, whitepaper downloads, contact us page.


Why engagement goals matterLower than Avg.Ecommerce Rate

Higher than Avg.User Engagement

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How to set up Page Depth & Time on Site Goals


How to choose Page Depth & Time on Site Goals


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How to choose Page Depth & Time on Site Goals


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Segmentation

Remember the

A B C’s


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Goal & Funnel Segmentation


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Goal & Funnel Segmentation - BROWSER


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Goal & Funnel Segmentation – Screen Resolution


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Goal & Funnels – Review

• Category Pages• Product Pages• Page Depth greater than X• Time on Site greater than X• Each checkout step (for ecommerce)• Other touch points (contact us forms,

newsletter signups, live chat, downloads).


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Segmentation Basics – Review

• Segment by each of bullet points on previous slide

• Browser (identify browser compatibility issues)

• Screen Resolution (not all of your prospects have that beautiful 27” screen you have).


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Additional “Must Have” Segments

• Bounced visits• Site Search • Branded Keywords• Mobile devices• New Visitors

• Social Media• No Site Search & 4+ pages• Non Branded Keywords• Non-Mobile• Returning Visitors

Example:Screen Resolution issues may matter a lot less to your returning visitors than to your new visitors


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Challenge - Pan Session Analysis


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Pan Session Analysis


Pan Session Analysis

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Use Multi Channel Funnels


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Use Multi Channel Funnels


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Put them together


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Multi-touch Attribution Examples


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One of my favorite Conversion Segments


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One of my favorite Conversion Segments


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Branded vs. Non-Branded Keywords


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Branded vs. Non-Branded Keywords


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Segment Branded Keywords


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Multi-touch Attribution

http://www.analytics-ninja.com/blog/2011/02/multi-touch-attribution-with-google-analytics.html




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Segment = Last Touch Branded


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A Note about Direct Traffic

• Direct Traffic in Multi Channel Funnels is treated differently than in standard reports.

(thanks @adrianvender)

• In standard reports, the last campaign touch will remain the source of traffic for 6 months (by default)

• In Multi Channel Funnels, any “direct visit” will be counted as direct.


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A few common mistakes


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Self ReferralsIndicative of a problem with subdomains or with cross-domain tracking.


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A bounce is a visit with a single hit


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A bounce is a visit with a single hit

Bounce Rate – Implementation Problem


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Use Intelligence Events / Alerts


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• Quickly identify problems • Programmers can make mistakes that impact analytics

http://cutroni.com/blog/2012/01/04/save-your-ass-with-google-analytics-data-alerts/



“Bounce Rate means I came, I puked, I left” -Avinash Kaushik

• This is true most of the time.• With the exception of content sites and blogs,

bounce rate should be the first place you go to identify problems with your landing pages.

• Problems = relevancy issues (examine keywords driving traffic)

• Problems = design issues (is your site scaring people away?)


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“Bounce Rate means I came, I puked, I left” -Avinash Kaushik


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@twitterhandle


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Track Scrolling Behavior

• Thomas Baekdal (w/ Eivind Savio making it GA friendly).http://www.savio.no/includes/script/page-scroll-reader.js

• Eduardo Ceretohttps://github.com/eduardocereto/GA-Code-Samples/tree/master/src(also has great code for tracking embedded Youtube video plays)

http://www.savio.no/includes/script/page-scroll-reader.js

https://github.com/eduardocereto/GA-Code-Samples/tree/master/src

https://github.com/eduardocereto/GA-Code-Samples/tree/master/src

Why do I have a high bounce rate but a low exit rate?

• All bounces are exits

• Not all exits are bounces


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Bounce Rate is about LANDING PAGES.


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Summary & Takeaways

• Read (and do) Caleb Whitmore’s Web Analytics Planning Process

• ABC’s – Acquisition, Behavior, Conversions

• If your data looks wrong, it probably is (don’t apply visit metrics to pages)

• Create at least one goal with a funnel (macro-conversion)

• Create micro-conversion goals as well as goals for each macro-conversion funnel step (horizontal funnels).

• SEGMENT by page depth, time on site, web browser type, screen resolution, branded vs. non-branded keywords.


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Summary & Takeaways

• Use Frequency and Recency Reports for Pan Session Analysis

• Use Multi Channel Funnels to provide deeper insight into user behavior as it relates to conversions.

• Self-Referrals are indicative of an implementation problem.

• A super low (or super high) bounce rate means something is probably broken.

• Analyze bounce rate in context – make sure you’re looking at # of entrances.

• Bounce rate is about landing pages.


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Contact Info

Yehoshua [email protected]: @analyticsninjawww.analytics-ninja.com


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mailto:[email protected]

http://www.analytics-ninja.com/

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Google Analytics Implementation and Analysis Strategies - SES London 2012

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