Date post: | 20-Aug-2015 |
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Getting Started with Google Analytics
Lars LofgrenMarketing Analyst - July 2012 [email protected] - Confidential - Do not distribute
@larslofgren #KISSwebinar
Remember my promises?
The 2 things you need to setup right now1
The 4 reports that give great data2
How the data gets inconsistent3
HOW MOST PEOPLE USEAnalytics
That one guy told me I need to be “data driven”
“Let’s go look at our website traffic!”
I wonder where my traffic’s coming from...
So how do I use this data to grow my business?
Traffic vs Customers
Improving metrics like pages/visit usually doesn’t help your business
grow.
Google Analytics isn’t perfect.
It doesn’t track individual people that come to your business.
But we can still get bits and pieces
Focus on getting the customer data that’s available
WHERE ARE OURCustomers?
Revenue data for traffic sources
Stop wondering, start doing.
How do we get data like this?
Enable ecommerce tracking1
Setup goals with goal values2
ECOMMERCETracking
First, turn on ecommerce tracking
Go to Admin1
First, turn on ecommerce tracking
Click on “Profile Settings”2
First, turn on ecommerce tracking
Select “Yes, an ecommerce site”3
Warning! You’ll need some code skills for this.
bit.ly/ecommercetracking
Use the info from this URL:
Find one on Odesk.com or Elance.com
What if you don’t have a developer?
Some ecommerce platforms make this really easy (like Shopify).
Any short cuts?
GOOGLE ANALYTICSGoals
If people don’t make a purchase directly on your site.
When to use goals over ecommerce tracking
Goal Examples
Forms for leads1
Contact forms2
Newsletter signups3
Freemium or free trail account creation4
Where to find the goal settings
Go to Admin1
Where to find the goal settings
Click on “Goals”2
Where to find the goal settings
Click on a goal to edit it3
The 4 Types of Google Anaytics Goals
URLs1
Events2
Visit Duration3
Pages/Visit4
Let’s get hands on with an example
You’re trying to capture leads with a form
mybusiness.com/thank-you
After filling out the form, people get sent to:
This is how we set up the goal:
We need to figure out how much each lead is worth.
What about goal values?
How to calculate goal values for leads:
What’s your average sale?1
How may leads do you need for a sale?2
Divide the average sale by the number of leads
3
\
How to calculate goal values:
Average sale = $5001
Number of leads = 52
Value of 1 lead = $1003
Don’t use goal values, leave it blank.
What if it’s not easy to get these numbers?
blog.kissmetrics.com/critical-goal-types/
Looking for more detail?
THE 4 BESTReports
Focus on revenue for best results
#1: All Traffic Report with revenue
#2: Assisted Conversions Report
#3: Content Reports
#4: Keyword Report
How do we get the ecommerce versions?
GOOGLE ANALYTICSLimitations
Some questions can’t be answered.
Which traffic source gets the credit?
In Google Analytics, the most recent one
Google Analytics organizes data by pageviews
Since data isn’t tied back to a customer, there’s no way to track
multiple purchases.
Here’s what can’t be tracked
Multiple purchases1
The original traffic source2
Lifetime Value3
Churn4
Customer analytics gives you even better data
Where do we get customer analytics?
For a demo of KISSmetrics or to learn how KISSmetircs can help grow your
business, contact Ben Sardella at: