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OMX 2015 | Tracking: Essentielle Kniffe in Google Analytics

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Vortrag von Daniel Herndler auf der OMX 2015 zum Thema "Tracking: Essentielle Kniffe in Google Analytics".
- Scroll Tracking Analyse
- True Reader Bounce Rate
- Direct Traffic verstehen
- Spam Referrer Filter
- Cross-Domain Tracking

Artikel: http://www.seomotion.org/de/true-reader-bounce-rate-google-analytics/

Publicada em: Dados e análise
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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OMX 2015 | Tracking: Essentielle Kniffe in Google Analytics

  1. 1. Tracking: Essentielle Kniffe für Google Analytics Bild © Google Inc.
  2. 2. Daniel Herndler • SEO Manager bei get on top • Suchmaschinenoptimierung seit 2010 • SEO & Analytics Management Bekannt durch
  3. 3. Agenda • Worum geht es? • Bounce Rate ≠ Bounce Rate • Trichter-Conversion Analyse • Referrer Spam • Direct Traffic Analyse
  4. 4. User verstehen, Optimierungspotentiale erkennen Erfolgskontrolle durchführen! Bild © Google Inc.
  5. 5. http://trends.builtwith.com/analytics/Google-Analytics ~ 30 Millionen Websites nutzen Google Analytics
  6. 6. Essentielle Kniffe für Google Analytics: Verhalten der Website-Besucher besser verstehen. Den Erfolg der Website besser messen. Saubere und glaubwürdige Analytics-Daten erhalten. (Direct / None) verstehen und analysieren.
  7. 7. Agenda • Worum geht es? • Bounce Rate ≠ Bounce Rate • Trichter-Conversion Analyse • Referrer Spam • Direct Traffic Analyse
  8. 8. Bounce Rate ≠ Bounce Rate
  9. 9. Bounce Rate ≠ Bounce Rate Was sagt die Bounce Rate aus?
  10. 10. Bounce Rate ≠ Bounce Rate Bounce Rate (Absprungrate) = Prozentsatz der Besucher mit nur einem Seitenaufruf
  11. 11. Bounce Rate ≠ Bounce Rate Gründe für eine hohe Bounce Rate Traffic außerhalb der Zielgruppe Single Landingpages Traffic über Marke oder Markenwerbung Hohe Seitenladezeiten Schlechte Nutzerführung
  12. 12. Bounce Rate ≠ Bounce Rate Usability überprüfen Ist die Webseite barrierefrei für alle Endgeräte? Zielgruppe > Mobil
  13. 13. Bounce Rate ≠ Bounce Rate Seitenladezeiten überprüfen Ab welcher Seitenladezeit springen die User ab? Verhalten > Websitegeschwindigkeit > Seiten-Timings
  14. 14. Bounce Rate ≠ Bounce Rate Zielgruppe überprüfen Welche Interessen haben die Besucher meiner Websei Zielgruppe > Interesse > Segmente mit kaufbereiten Zielgruppen
  15. 15. Bounce Rate ≠ Bounce Rate Bounce Rate im Benchmark Wie hoch ist die Bounce Rate im Branchen-Schnitt? Zielgruppe > Benchmarking > Channels
  16. 16. Bounce Rate ≠ Bounce Rate Erwartungskonformität! Was User erwarten vs. Was die Seite bietet
  17. 17. Bounce Rate ≠ Bounce Rate by thinkwithgoogle.com
  18. 18. Bounce Rate ≠ Bounce Rate „Echte“ Bounce Rate messen Wie viele User beschäftigen sich tatsächlich mit den Inhalten der Webseite? nach Scroll-Tiefe nach Zeit
  19. 19. Bounce Rate ≠ Bounce Rate Realistische Bounce Rate messen Warum die Bounce Rate alleine wenig aussagt…  Suche nach dem Wetter in Salzburg morgen.  Antwort in 5 Sekunden gefunden.  Erwartungen erfüllt und Seite verlassen. = Absprung!
  20. 20. <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||functio n(){(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefo re(a,m)})(window,document,'script','//www.google- analytics.com/analytics.js','ga'); setTimeout("ga('send', 'event', 'Kein Bounce', '45 Sekunden')", 45000); ga('create', 'UA-34999197-1', 'auto'); ga('send', 'pageview'); </script> Bounce Rate ≠ Bounce Rate Realistische Bounce Rate messen: Mit setTimeout und Event-Tracking werden User, die länger als die angegebene Zeit auf der Seite sind, nicht als Absprung gewertet. nach Zeit
  21. 21. Bounce Rate ≠ Bounce Rate Bounce Rate & Scroll-Tiefe Wo springen die User auf einer Seite ab? 0% 25% 50% 75% 100% nach Scroll-Tiefe
  22. 22. Bounce Rate ≠ Bounce Rate Bounce Rate & Scroll-Tiefe Scroll Depth Tracking einrichten. http://bit.ly/OMXscroll http://bit.ly/OMXscrollWP
  23. 23. Bounce Rate und Bounce Back Rate sind nicht dasselbe! Bounce Rate ≠ Bounce Rate
  24. 24. Bounce Rate ≠ Bounce Rate Bounce Back Rate ist ein wichtiges Qualitätsmerkmal für Googl Zurück-Button
  25. 25. Bounce Rate ≠ Bounce Rate Bounce Back Rate = Besucher über Organische Suche, die zu den SERPs zurückkehren
  26. 26. Bounce Rate ≠ Bounce Rate Mit „Timing Buckets“ die Performance auf einzelne Seiten herunterbrechen. Tutorial: http://bit.ly/bounce-gtm SERP Bounce nach User Timing Wann gehen User zurück zu den SERPs? Bounce Back Rate der Google Suchergebnisseiten
  27. 27. Bounce Rate ≠ Bounce Rate by thinkwithgoogle.com Was soll ich tun? Erwartungen der Besucher erfüllen Seitenladezeiten optimieren Nutzerführung verbessern Usability der Zielgruppe anpassen!
  28. 28. Agenda • Worum geht es? • Bounce Rate ≠ Bounce Rate • Trichter-Conversion Analyse • Referrer Spam • Direct Traffic Analyse
  29. 29. Trichter-Conversion Analyse
  30. 30. Bild analytics-ninja.com Trichteranalyse Wo brechen User den Kaufprozess ab? Häufige Stolpersteine: unflexible Zahlungsmöglichkeit nutzerunfreundliches Formular-Design zu viele Pflichtfelder im Formular Conversion Tracking
  31. 31. Trichteranalyse Zielvorhaben mit Trichter einrichten. Conversion Tracking
  32. 32. Conversion Tracking Enhanced Ecommerce Tracking Trichteranalyse mit erweitertem Ecommerce Tracking by google.com
  33. 33. Conversion Tracking Enhanced Ecommerce Tracking Wo sind die Bremsen im Kaufprozess? by google.com 35% brechen ab
  34. 34. Conversion Tracking Conversion Tracking & Scroll-Tiefe Ist der Call to Action für den User sichtbar platziert? 0% 25% 50% 75% 100% Call to Action Die Position des Call to Action kann eine gute Conversion- Rate verhindern. Call to Action ohne scrollen erreichbar machen!
  35. 35. Conversion Tracking Conversion Tracking & Scroll-Tiefe Lesen die Besucher den Text einer Webseite überhaupt? 0% 25% 50% 75% 100% Call to Action Uninteressante Inhalte führen zu niedrigeren Scroll-Tiefen. User durch gezielte Informationen animieren die Call-to-Action zu nutzen.
  36. 36. Conversion Tracking Cross-Domain Conversion Tracking Mehrere Domains – ein Ziel!
  37. 37. Conversion Tracking Cross-Domain Conversion Tracking domain1.com domain2.com Zielvorhaben Cross-Domain Tracking
  38. 38. Conversion Tracking Cross-Domain Conversion Tracking Zielvorhaben von seokomm.at Conversions ausgelöst auf tickets.nextexperts.at
  39. 39. Conversion Tracking Cross-Domain Conversion Tracking URLs der Conversions auf tickets.nextexperts.at
  40. 40. Conversion Tracking Cross-Domain Conversion Tracking Konfiguration Primäre Domain Google Tag Manager: http://bit.ly/crosstrack-gtm
  41. 41. Conversion Tracking Cross-Domain Conversion Tracking Konfiguration Sekundäre Domain Google Tag Manager: http://bit.ly/crosstrack-gtm
  42. 42. Conversion Tracking Cross-Domain Conversion Tracking Filter erstellen, um Domains + URLs anzuzeigen: Filtertyp: Benutzerdefinierter Filter > Erweitert Feld A: Hostname A extrahieren: (.*) Feld B: Anforderungs-URI Extrahieren: (.*) Ausgabe in: Anforderungs-URI Konstruktor: $A1$B1
  43. 43. Agenda • Worum geht es? • Bounce Rate ≠ Bounce Rate • Trichter-Conversion Analyse • Referrer Spam • Direct Traffic Analyse
  44. 44. Referrer Spam
  45. 45. Referrer Spam Referrer Spam Was wollen Spam Referrals? Referrer: sexyali.com 1111.aliexpress.com Weiterleitung
  46. 46. Referrer Spam Wie erkennt man Spam Referrals? Russisch ?! Referrer Spam
  47. 47. Filter erstellen Vor dem Erstellen neuer Filter immer … Die Datenansicht kopieren! Referrer Spam
  48. 48. Datenansicht kopieren Verwalten > Einstellungen der Datenansicht Referrer Spam
  49. 49. Referrer Spam ausschließen Verwalten > Property > Verweis-Ausschlussliste Für alle Datenansichten: Alle Spam Referrals in die Verweis- Ausschlussliste eintragen. Referrer Spam
  50. 50. Referrer Spam ausschließen Spam Referrals über Hostnamen ausschließen. Referrer Spam
  51. 51. Referrer Spam ausschließen Spam Referrals über Hostnamen ausschließen. Referrer Spam
  52. 52. Referrer Spam ausschließen Vorher / Nachher vorher nachher http://bit.ly/SpamRef Referrer Spam Spam Spam Spam Spam Spam Spam Spam Spam Spam
  53. 53. Referrer Spam Google arbeitet an einer Lösung. http://bit.ly/SpamRefListe Referrer Spam
  54. 54. Agenda • Worum geht es? • Bounce Rate ≠ Bounce Rate • Conversion Tracking • Referrer Spam • Direct Traffic Analyse
  55. 55. Direct Traffic Analyse
  56. 56. Direct Traffic Analyse Direct Traffic Analyse Was bedeutet Direct Traffic wirklich?
  57. 57. Direct Traffic Analyse Direct Traffic Analyse Was bedeutet Direct Traffic wirklich? Direkteingabe ?!
  58. 58. Direct Traffic Analyse Direct Traffic Analyse Was bedeutet Direct Traffic wirklich? Zugriffe über: • https » http • Emails (abhängig von Software) • Bookmarks • Link Shortener • Lokale Dokumente (.doc, .pdf) • …
  59. 59. Danke …
  60. 60. Direct Traffic Analyse 60% Direct Traffic = Organische Suche Test groupon.com: 6 Stunden deindexiert Direct Traffic verhält sich ähnlich zu organischem Traffic. Ergebnis: ~60% Direct = Organic
  61. 61. Direct Traffic Analyse Kampagnen für Direct Traffic erstellen Google URL Builder URLs für Emails, Newsletter, URL-Shortener, etc. mit Kampagnen-Parameter tracken! http://domain.at/?utm_campaign=spring&utm_medium=referral&utm_source=exampleblog utm_campaign = Kampagnen-Name utm_medium = Medium (Referral, Social, …) utm_source = Quelle (Newsletter, Facebook, …)
  62. 62. Bild megalytic.com Direct Traffic Analyse Kampagnen für Direct Traffic erstellen
  63. 63. Direct Traffic Analyse Bonus-Tipp: URL-Filter für Kleinschreibung! 2 URLs – 1 Seite
  64. 64. Vielen Dank! Daniel Herndler get on top dh@getontop.at +43 720 37 12 12 23@DanielHerndler /Daniel.Herndler @OMXat

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