Analytics Overview - Adam Kutner

Adam M Kutner
Google Analytics
Twitter: @adamkworks
Email: Akutner@bigwing.com

Who is this guy?!

Adam Kutner
BigWing Interactive
 Senior SEM, Display & Analytics Specialist at BigWing Interactive
 Ecommerce business owner-operator
 Experienced in web advertising, Analytics, web development &
Online Retail for over 7 years.
 Spends more time A/B testing than sleeping
 Hobbies include 18 years in Martial Arts, motorcycles, sci-fi, Excel
development, & handyman work
 Father of 2 kids that are definitely mine

What we are talking about today
 Google Analytics
 Basics
 Quick Setup
 Segments
 Campaign Tagging
 Dashboards
 Remarketing & Demographics
 Filtering Bad Traffic
 Analytics in Action – Real Examples
 Additional Resources Twitter: @adamkworks

Business Analysis First
Analytics Second
Before Running Any Campaign it is CRITICAL to
understand:
 The nature of the Business – “Why it exists”
 The industry in which the Business resides
 The Business’s Objectives
 Competition
 Target Market

Analytics Ownership
Know This: Whoever sets up your Analytics account
must link it to a login email (Typically a Gmail account)
• Whoever owns that email, owns your web data.
• Make sure you own your data, and are not a property in
someone else’s Analytics account
• Setup Analytics Gmail’s and add managing users
with caution.

Analytics is about Measuring
Here is my measurement for today
 My Business Objective: Educate my audience in a
meaningful way about Google Analytics
 My Goals:
1) Transmit at least 1 idea about Analytics that each person in
my audience can grow in their endeavors.
2) Finish 100% of my presentation in the allotted 30 minutes

Analytics is about Measuring
 Strategy
 Create an abundance of material and cover at least 5 aspects of
Analytics.
 Use Appeal to emotion and other psychographic material to engage
interest
 Limit my Time-on-slide to 32 seconds (30 minutes, 56 slides).
 Feedback from audience sampling. (in-room analytics)
 KPI’s:
 Time-on-slide (s)
 % of people staring at their cell phones during presentation or leave
(bounce rate + eye tracking)
 % of visitors who remember my name after 7 days (return visitors)

The
Basics
 Dimensions
 Metrics
 Segments
 Session
 Users
 Goals
 Events
 Conversions
 JavaScript
 Research this item
thoroughly before
implementing
These are some of the key
terms I will be using today.
You can familiarize yourself
with them by visiting
Google’s Analytics
Academy @
analyticsacademy.withgoogle.com

Analytics Quick Setup Tips
 Website Audit – Define your
sites purpose
 Identify
 Goals + values
 Funnel pages
 Site technology – is event
tracking needed?
 Create & setup GA account
 Enable data sharing &
management levels
 Link Webmaster Tools
 Link AdWords / enable auto-
tagging
 Verify the tracking code is
installed
 AdSense account linking
 Create Remarketing Lists
 Setup Site-Health Dashboard
 UPDATE YOUR PRIVACY
POLICY

AdWords account not linking?
Ensure that you are properly
sharing data.
Admin – Account - Account
Settings

Analytics Quick Setup Tips
More Recommended Features
 Enable display features
 Enhanced Link Attribution
 User-ID(use with caution)
 Used to overcome cross
device attribution.
 Must code to generate your
own unique user ID’s
 Cross Domain Tracking
 Event Tracking
 Enable display features
 Enables remarketing
audiences
 Create an Unfiltered view
 Enable Site Search Tracking
 Custom Marketing Views
 Good for working with 3rd
parties who need access to
your Analytics

Advanced Segments
 Compare behaviors of different groups of people and different
technology like:
 See how converters perform vs non-converters.
 Mobile VS Desktop
 USA vs Canadians
 Visitors who browse at night between 4-5am on mobile devices but only
searched with 1 keyword vs visitors who browsed during the day using
multiple keywords on desktop devices.
 Can be customized with custom variables & data layers
 Avoid Data Overload - Set up your Advanced Segments with a
purpose.
 When you identify new behavior that affects your goals, segment it.

Combine dimensions &
metrics
Target premade segments or create your own

Gain Invaluable Insights

Compare User Behavior
this is a cohort comparison by page views over time
Segments
Converters
VS
Non-
Converters

Bounce Rate Problems
(and how to solve them)
 Bounce Rates don’t always give you an accurate view of
engagement.
 Bounce: “sessions in which the person left your site from
the entrance page without interacting with the page.”
 Default timeout: 30 minutes
 Bypass them by using the Timer Trigger in the Google Tag
Manager and event tracking in Google Analytics.
 Know its limitation and alternative options using data layer
variables

 The Google tag
manager has a built in
timer function that can
help alleviate bounce
measurement issues.
 If you want more
advanced control over
timings and usage
data, you need to
investigate installing a
data layer to track
page timing.

Campaign Tagging

Tagging Makes a Difference
With Tagging Without…

How to tag a URL properly
https://bigwing.com/?utm_source=big
wing-
marketing&utm_medium=banner&ut
m_term=social%20media&utm_conte
nt=320x50_bigwing_adv2&utm_camp
aign=2015_Retargeting_Mobile_OKC

Break that down please…
https://bigwing.com/
?utm_source = bigwing-marketing
&utm_medium = banner
&utm_term = social%20media
&utm_content = 320x50_bigwing_adv2
&utm_campaign =
2015_Retargeting_Mobile_OKC
 Your Landing Page
 The source of the traffic
 The medium of that traffic
 The terms or keywords targeted
 The name of your ad/content
 The name of your campaign

Problems with tagging...
Each UTM code will overwrite the default data
that Analytics receives.
?utm_source=Adam will overwrite bigwing.com
as the traffic source.

Tagging tools to help you
Google URL Builder:
https://support.google.com/analytics/answer/1033867?hl=en
AdWords Auto Tagging
Bing Ads Auto Tagging
Display Platforms will also sometimes provide you with
Dynamic URL parameters ?utm_source=[campaign]
Microsoft Excel

Leveraging
Dashboard
s
Twitter: @adamkworks Email:
Akutner@bigwing.com

Dashboards are
Tools…
Akutner@bigwing.com
…and the best tools are
Simple

Dashboard Principles
Have a purpose in mind for your dashboard
• Goal Reporting
• Landing Page Optimization
• Site Health Diagnostics
• ROI & Revenue Analysis
“Traffic Analysis” is not a purpose, it’s a distraction.
Traffic is always a means to an end.
Goals & Revenue are derived from analyzing your conversion
values.

Google Analytics has some pre-made
dashboards that are great for getting you on
your feet initially.

Resources
Dashboard Resources
 Google Analytics Solutions
 https://www.google.com/ana
lytics/gallery/#landing/start/
 www.dashboardjunkie.com
 www.customreportsharing.com/
forum/4-custom-dashboards/
Widgets I like
 Revenue per Click / Keyword
 Visits / Revenue
 Geographic Revenue(especially
useful if you have active campaigns in
multiple regions)
 Visit Duration & Bounce by Browser
 Visit Duration & Bounce by Device
 Branded Keyword Traffic over Time

AND…
Analytics
Remarketing…
Can make use of your demographic
reporting
Create dynamic groups for
Advertising.
Akutner@bigwing.com

Use Demographics Data
 To adjust targeting for advertising campaigns
 To create segments of users to re-target based on interests
 To build new ads that speak directly to your visitor’s interests
 To target specific e-commerce purchase behavior
 Re-Use Ad Dollars that you have already spent in other
channels.
 Like mapping a Facebook audience to AdWords…

Demographics Overview
You must enable this and update your privacy policy
Akutner@bigwing.com

Leverage Social Media Targeting
like Facebook
Akutner@bigwing.com

Filtering and controlling
BAD traffic
Spam, Crawlers & Scrapers… Oh My!

Spotting Bad Traffic

We can do better than
speculation…

Understanding what SPAM
is…
 Bots and crawlers that actually visit your site
 Remote calls to your Analytics code(Hijacked Analytics
codes)
 Digital Advertisers with nothing to do

So how bad is it
Really?

It’s
Bad

Dimensions can
expose BAD
traffic
• Hostname will expose
the domain that the
page view code
originated from.
• This should almost
always be your client’s
domain or subdomain.

Location
Location
Location
• Blocking Specific
Countries can be an
effective strategy for
some clients.
• If your services are
mostly local or US
based, this traffic is
certainly unwelcome.

Diamonds & Filters are forever
 Use Segments to filter your views without disrupting your data.
 Applying a filter permanently alters traffic, but not past data.
 Always test the filter in a segment and separate view first (25
available)
 Hostname inclusion filters can be extremely effective at
blocking hijacked Analytics codes, but use with caution:
 This will block content you might be tracking that is hosted on
another domain if it is not added to the inclusion list.
 Like (not set)…

Oops…

SPAM fact.
Spammers target paid channels.
PPC, Display, Facebook,
YouTube, App Stores
If you spend money on marketing,
someone will know within 24
hours and begin targeting you
with poorly optimized spam
campaigns.

Analytics in Action
Real Account Example
Ghost Call Conversions

See anything weird..?
We did too!

Initial Discovery
 Strange geographic distribution
 Call conversions were being reported from Illinois
 No presence or advertising in IL
 Campaign targeting was not to blame
 Next Stop….traffic reports…

More Investigation
 Lots of conversions
 Very few sessions
 Not being attributed properly
 Unbelievable numerical reporting

Next we checked where the goals
were completed at…
(not set)
No pages were recorded…
…so we checked Events:

What happened next
 We were prompted to listen to the calls manually. Once we did - and
verified they were good leads :We compared the session logs with our
phone tracking logs.
 We discovered:
 the phone tracking code was overloaded with spam traffic
 It lost its unique session tracking ability
 Which caused Analytics to lose attribution, and the data center to fail in
attributing the conversions to the proper channels.
 We corrected the issue by implementing a new feature into the call
tracking, and are preparing a new innovation to combat the problem on a
larger scale.
(the initial suggestion of using orbital nukes on the spammers was rejected by upper management due to
cost and potential collateral damage)

Best Practices
(some)
 Setup your audiences early to collect as much data as possible
 Ensure all your data is linked properly & test tagging before
launching any digital campaign.
 Create Segments you can use across multiple dashboards
 Setup Filters to block internal traffic
MOST IMPORTANT
Have a reason for taking any action to avoid being drowned in
useless data.
Akutner@bigwing.com

Additional Resources
 Analytics Academy
 https://analyticsacademy.withgoogle.com/
 GTM Macro Magic – Simo Ahava's blog
 http://www.simoahava.com/analytics/macro-
magic-google-tag-manager/
 Avinash Kaushik’s Blog – Occam’s Razor
 www.kaushik.net
 Regexr
 http://www.regexr.com/
 Google Analytics Developers
 https://plus.google.com/communities/1101034
97213687093818
 Google Analytics YouTube Channel
 https://www.youtube.com/user/googleanalytics
 Google Analytics Solutions
 https://www.google.com/analytics/gallery/#land
ing/start/
 Kissmetrics blog
 blog.kissmetrics.com
 Google Pagespeed Insights
 https://developers.google.com/speed/pagespe
ed/insights/
 Browser tools:
 Ghostery
 Google Page Analytics
 Google Tag Assistant

Thank you for your time
Akutner@bigwing.com

Analytics Overview - Adam Kutner

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