1. Analy&cs & Analysis
Luke Schlegel & Dan Cardamone

2. Introduc&ons
Luke Schlegel Dan Cardamone
Senior Account Manager Search Marke&ng Manager
Luke@ninahale.com Dan@ninahale.com
Analy&cs & Analysis

3. Topics and Agenda
• Analy&cs Cycle
• Measurement & Repor&ng
• Analyze & Op&mize
• Ques&ons
Analy&cs & Analysis

4. Measure
Op&mize Report
Analyze
Analy&cs & Analysis

5. Measure
Op&mize Report
Analyze
Analy&cs & Analysis

6. Tracking Profitability (and the Drivers)
• There are mul&ple analy&cs op&ons to
track your KPIs
– Google Analy&cs (FREE)
– Omniture SiteCatalyst
– Webtrends
– Yahoo Web Analy&cs
– And many more…
• In our examples we use Google Analy&cs to
demonstrate how to set up and report on various KPIs
Analy&cs & Analysis

7. Google Analy&cs KPI Tracking
• Lead & Sign‐Up Forms
– Sales leads, webinars, “Find a _______”
• E‐Commerce
– Revenue, transac&ons, AOV
• On‐Clicks Events
– Dynamic sites, downloads, videos
Analy&cs & Analysis

8. Lead & Sign‐Up Forms
Situa&on
• The main objec&ve of the website is to
generate leads or sign‐ups through a form
Solu&on
• Setup URL Des&na&on goals in Google
Analy&cs, which will track the number of
&mes a par&cular page has been reached
Analy&cs & Analysis

9. Lead & Sign‐Up Forms
Analy&cs & Analysis

10. URL Des&na&on Goal Setup
Analy&cs & Analysis

11. Goals Report
Analy&cs & Analysis

12. Calcula&on of Goal Values
• Goal values assign value to an individual goal
comple&on given the expected transac&on
value and the probability of that transac&on
Expected
Probability of
Transac&on
transac&on** Goal Value
Value*
*Usually based on historical values
**May involve mul&ple conversion rates (rate to appointment and rate to close)
Analy&cs & Analysis

13. E‐Commerce
Situa&on
• The main objec&ve of the website is to
generate sales
Solu&on
• Enable e‐commerce tracking in Google
Analy&cs and add customized tracking code
to the receipt page
Analy&cs & Analysis

14. E‐Commerce Tracking in Google Analy&cs
Enabling – Easy as 1,2,3
1. Sign in and click Admin
2. Select the account, property and then the
profile you’d like to enable
3. Go to the Profile Sebngs page and select
“Yes, an E‐Commerce Site” in the
E‐commerce Sebngs sec&on
Analy&cs & Analysis

15. E‐Commerce Tracking in Google Analy&cs
• Customized tracking code
implementa&on
– Use Google provided code available at
goo.gl/j3jBq
• Google code and site coordina&on
– Dynamic parameters need to be filled in
• Server‐side include
• CMS modules and plug‐ins
• Simply hand‐coded into your HTML
Analy&cs & Analysis

16. E‐Commerce Tracking with Google Analy&cs
Analy&cs & Analysis

17. On‐Click Events
Situa&on
• The main objec&ve of the website
requires a click on a link (download,
offsite shopping, video play, etc.) but the
URL doesn’t change within the site and it
is not e‐commerce
Solu&on
• Create Virtual Page Views and/or Custom
Events with Google Analy&cs that track
the number of &mes a link is clicked on
Analy&cs & Analysis

18. Virtual Page Views
Analy&cs & Analysis

19. Virtual Page Views
Page URI can be whatever you’d like
Analy&cs & Analysis

20. Virtual Page Views
Then you can simply create a
Goal for the Virtual Page View
Analy&cs & Analysis

21. Custom Events
• Google Analy&cs offers Custom Events as
another method for tracking on‐click events
• But these events offer more dimensions:
– Category: High‐level grouping of a type of event
• Examples: Videos, Downloads, Outbound Links
– Ac&on: Within a category, what did the visitor do?
• Examples: Play, Pause, Skip, Download, Click
– Label: Addi&onally differen&ate the event
• Ex: Health Payments PDF, OSHA Whitepapers
– Value: A numerical value assigned to the event
• Ex: Dollars, Seconds, Points or anything you wish
Analy&cs & Analysis

22. Custom Events
Link opens a
modal window
that doesn’t
change the URL
Analy&cs & Analysis

23. Custom Events
Analy&cs & Analysis

24. Custom Events
You can also create a Goal using your Events
Analy&cs & Analysis

25. Other Conversions
• Call tracking
• Instant chat
• Engagement metrics (visit dura&on, pages/
visit)
Analy&cs & Analysis

26. Measure
Op&mize Report
Analyze
Analy&cs & Analysis

27. Traffic Source Analysis
And where are they engaging with your brand?
How do you akribute conversions when visitors touch
more than one?
Analy&cs & Analysis

28. Traffic Sources Report
Analy&cs & Analysis

29. GA Mul&‐Channel Funnels
• This new reports provide insight on the
upstream ac&vity
– Standard Google Analy&cs reports use a last‐click
akribu&on model
Analy&cs & Analysis

30. GA Social Media Repor&ng
• Traffic Sources > Social
– Pre‐filtered akribu&on report for social
– Provides quicker insight to social value
– Supports tracking of social plugins (Likes,
Shares, etc.)
Analy&cs & Analysis

31. Measure
Op&mize Report
Analyze
Analy&cs & Analysis

32. Analyzing the Data
• Focus on KPIs and Drivers
while iden&fying tac&cs
and ac&vi&es that can
drive improvement
– What are the successes?
– What can we improve?
*This is why report formabng is cri&cal
Analy&cs & Analysis

33. Google Analy&cs Dashboard
Analy&cs & Analysis

34. Analy&cs & Analysis

35. Measure
Op&mize Report
Analyze
Analy&cs & Analysis

36. How to Make it Beker?
• Con&nuously work to iden&fy poten&al
improvements
– Are my calls to ac&on clear?
– Are visitors finding the content or products that
they desire?
– Can any channel be beker leveraged to drive
more/beker traffic?
• Create regular tests to discover what might
work beker
– Have a hypothesis/objec&ve
– Have a report that accurately measures the change
– Learn even when you are “wrong”
Analy&cs & Analysis

37. Tes&ng Examples
• Ad Copy
• Light/Dark Market (Exposure to Media)
– Useful in measuring offline ac&vity/shopper marke&ng
Analy&cs & Analysis

38. Landing Page Test
Example: A client wanted to implement a
site feature which u&lized a auto‐played
“host” talking about the product.
Test: We set up an A/B test splibng
traffic between a page with the new
feature and the original page with it.
Hypothesis: This will bother visitors and
will lead to a higher bounce rate and
lower conversion rate.
Results: Client saw higher conversion
and ROI in some markets with this
feature enabled
Analy&cs & Analysis

39. Measure
Op&mize Report
Analyze
Analy&cs & Analysis

40. Questions?
Analy&cs & Analysis

41. Appendix
Analy&cs & Analysis

42. URL Des&na&on Goal Match Types
• Exact Match – The URL must match exactly what
you type in
– Goal: /goal/
– Matches: /goal/
• Head match – The URL must match what you type in but
can have addi&onal text anerward
– Goal: /goal/
– Matches: /goal/ or /goal/anything/else.html or /goal?lots=of‐stuff
• Regular Expression match – You can use regular
expressions to match any pakern (used for complex
dynamic URL strings)
Analy&cs & Analysis

43. GA Ecommerce Tracking Code
Stock
New
Stock
Analy&cs & Analysis

44. Ecommerce Tracking in Google Analy&cs
1. Create a transac&on object
• Func&on: “_addTrans()”
• Tracks: order ID, store name, total, tax, shipping,
city, state & country
2. Add items to the transac&on
• Func&on: “_addItem() “
• Tracks: order ID, SKU, product name, category, unit
price & quan&ty
3. Submit the transac&on
• Func&on: “trackTrans()”
• Tracks: confirma&on of purchase
Analy&cs & Analysis