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Getting the most from  Google Analytics Dr Dave Chaffey, CEO Smart Insights March 23 rd  2011 Fusion Marketing Expererience, Brussels Download presentation from:  SmartInsights.com
Getting the most from GA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Workshop structure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
About Dave Chaffey ,[object Object],[object Object],[object Object],Books Qualifications Best practice
Enhancing key pages have resulted in increases in conversion rate of 20%, 63% and 115%.  Source:
[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example Pivot + Filter Practical tip  Use New  Weighted Sort   to 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 segments Customisation technique 2
Segmenting Traffic value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en
Segmenting search visits
Advanced segments – more options ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],+ 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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html
‘ How to’ example of a custom segment Notes:  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 ,[object Object],[object Object],[object Object],[object Object],[object Object],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 Analytics Customisation technique 3 |
How do you use the dashboard??
Drilling Down with Custom reports + segmentation
Some ideas for using custom reports ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html
Using RACE for Digital Marketing Optimisation http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template
RACE dashboard for Eretail
Setting up marketing campaign tracking Customisation technique 4
Campaign tracking  ,[object Object],[object Object],[object Object],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, etc).  What is the ‘distribution method’ that is used to get our message out to our clients? utm_source Who are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search,  utm_content The version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable. utm_term The 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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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” Customisation technique 5 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. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 profiles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Guide: 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 them!
Setting up conversion goals ,[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object]
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 Customisation technique 6
Ecommerce tracking See  http://code.google.com/apis/analytics/docs/tracking/asyncMigrationExamples.html
Consider using new Async tracking… ,[object Object],[object Object],[object Object],[object Object]
Tracking user actions that don’t have pages associated… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Async tracking example: _gaq.push(['_setAccount', 'UA-XXXXX-X']); _gaq.push(['_trackPageview']); ... <a onclick=&quot;_gaq.push(['_trackEvent', 'category', 'action', 'opt_label', opt_value]);&quot;>click me</a> Traditional ga.js tracking example: var pageTracker = _gat._getTracker('UA-XXXXX-X'); pageTracker._trackPageview(); ... <a onclick=&quot;pageTracker._trackEvent('category', 'action', 'opt_label', opt_value);&quot;>click me</a>  http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html
 
Virtual Page Views ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Segmenting pages/product by performance Conversion rate Or conversion rate variance (add to basket) compared to average Page or product popularity (views) or page view variance (compared to average) High Potential (Problems) Top  Performers (Stars) Low Potential,  Low Performance (Dogs) Consistent  Performers (Cash Cows)
 
Cross-domain tracking  ,[object Object],[object Object]
Custom variables in Google Analytics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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/
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 types ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Read more:  http://www.grokdotcom.com/2007/11/02/google-website-optimizer-7-powerful-tests/
Google Website Optimizer case study Source: Moneyspyder blog (with permission): http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.html
Combining event tracking with GWO ,[object Object],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 iPerceptions  http://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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],uk.linkedin.com/in/davechaffey  www.facebook.com/davechaffey   www.twitter.com/DaveChaffey

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Getting the most from Google Analytics by Dave Chaffey

  • 1. Getting the most from Google Analytics Dr Dave Chaffey, CEO Smart Insights March 23 rd 2011 Fusion Marketing Expererience, Brussels Download presentation from: SmartInsights.com
  • 2.
  • 3.
  • 4.
  • 5. Enhancing key pages have resulted in increases in conversion rate of 20%, 63% and 115%. Source:
  • 6.
  • 7. Working with reports in a smarter way Customisation technique 1
  • 8.  
  • 9. Source: Craig Sullivan independent survey 2009
  • 10. Content drilldown shows relative page type efficiency Practical tip Review % age of visits by different landing page types (for first time and repeat visitors)
  • 11.
  • 12. Example Pivot + Filter Practical tip Use New Weighted Sort to gain a similar effect
  • 13. Use GA’s “Intelligence” Read post on setting up Intelligence Tip : Use Custom Alerts in your system
  • 14. Segmenting your audience by setting up advanced segments Customisation technique 2
  • 15.
  • 17.
  • 18.
  • 19. ‘ How to’ example of a custom segment Notes: 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.
  • 20.
  • 21. Creating dashboards and custom reports within Google Analytics Customisation technique 3 |
  • 22. How do you use the dashboard??
  • 23. Drilling Down with Custom reports + segmentation
  • 24.
  • 25. Using RACE for Digital Marketing Optimisation http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template
  • 27. Setting up marketing campaign tracking Customisation technique 4
  • 28.
  • 29.
  • 30. 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
  • 31. New May 2010 Google Adwords Beta and Search Funnels
  • 32. Modifying profile setup within “Google Analytics Settings” Customisation technique 5 Goals and funnels
  • 33. “ How does our conversion compare?” Source: http://www.marketing-online.co.uk/wiki/ Ecommerce_Conversion_Rates_Statistics
  • 34.
  • 36.
  • 37. New – 20 goals in GA so group them!
  • 38.
  • 39.
  • 40. 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/
  • 41. Segment your funnels! Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics
  • 42. Tracking on-site search Tip find the search query parameter from the URL of a search results page Coremetrics UK Retail benchmarks
  • 43. 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 .
  • 44. Customisations that require server modifications Customisation technique 6
  • 45. Ecommerce tracking See http://code.google.com/apis/analytics/docs/tracking/asyncMigrationExamples.html
  • 46.
  • 47.
  • 48. 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.
  • 49.
  • 50.  
  • 51.
  • 52. Segmenting pages/product by performance Conversion rate Or conversion rate variance (add to basket) compared to average Page or product popularity (views) or page view variance (compared to average) High Potential (Problems) Top Performers (Stars) Low Potential, Low Performance (Dogs) Consistent Performers (Cash Cows)
  • 53.  
  • 54.
  • 55.
  • 56. E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/
  • 57.
  • 58. Google Website Optimizer case study Source: Moneyspyder blog (with permission): http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.html
  • 59.
  • 60. Use Feedback tools for… “ Why ” not “ What ” http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
  • 61. What do customers value? Think? Analytics will only show you ‘ What ’ not ‘ Why ’ – other tools can help iPerceptions http://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 ” .
  • 62.  
  • 63.

Notas do Editor

  1. http://www.techwyse.com/blog/website-analytics/event-tracking-with-google-analytics/
  2. When analysing Website Optimiser test data, we&apos;ve identified a serious need for more fine grained data to get really crisp results. For example, Website Optimiser will tell you how many visits have occurred to each of your experiment variations and how many visits have converted. The nature of the conversion may change of course as might the secondary and tertiary effects of tests. How can we see whether a test of the on-site search functionality has increased ecommerce conversion? Can we see whether customers engage better with the site if they see more featured products? Website Optimiser data won&apos;t necessarily answer these questions out of the box. We&apos;ve identified a couple of techniques that will help though. No great surprise - search usage is improved by nearly 40%. The other test is still running though. So, were searchers buying more? Are featured products engaging customers? Are test subjects spending longer on the site? Are these changes adding value to the bottom line? We&apos;ll consider event tracking first of all: