Web Analytics – Raiders of the Lost Metrics Loads of data we see and analyse are often misinterpreted.

1. Robert Petković – Riders of the lost metricsRaiders of the Lost Metrics
Robert Petković

2. Robert Petković – Riders of the lost metrics
Robert Petković
Analytics Lead & Chief Conversion Whisperer
Raiders of the Lost Metrics

3. Robert Petković – Riders of the lost metrics
Robert Petković…in numbers ☺
• 1990’s – Psychology
• 1996 – web development
• 2006 – web project management, SEO & analytics
• 2014 – web analytics (agency)
• 2015 – Agrokor: Ecommerce Analytics & Conversion Optimization
• 2017 – Bruketa&Žinić&Grey
• Analytics Lead for the Global Performance Parketing team
audit, installation, implementation, insights for 300+ websites & apps
Why me?

4. Robert Petković – Riders of the lost metrics
What do I look at all day long? ☺

5. Robert Petković – Riders of the lost metrics
Problem 1 – Audiences
Market analysis?
• We love to put people in boxes, based on any criteria
• We think that generations are behaving the same way
• „All men are pigs”
• „All women are from Venus…”
• Not having a marketing strategy
• Not knowing the target audience

6. Robert Petković – Riders of the lost metrics
Golden buzzer
question:
• What’s your target
audience?

7. Robert Petković – Riders of the lost metrics
But no, we know our target audience!
• Male
• Age 50 to 70
• Grow up in England
• Married (twice), with children
• Wealthy and a successful businessman
• Love to spend his holidays in the Alps
• Love dogs

8. Robert Petković – Riders of the lost metrics
– male
– age 50 to 70 (born 1948.)
– grown up in England
– married (twice), with kids
– Wealthy and a successful businessman
– Love spending holidays in the Alps
– Love dogs and travel
– Like sports cars
– Like expensive wines
Results?

9. Robert Petković – Riders of the lost metrics
Google Analytics
World’s leading web analysis service*
Used among 70% of world’s top 1 mil. websites
* Any Internet-enabled device
What is Google Analytics?
How to install it?
Google Tag Manager
Free registration and simple putting the script
into the web page

10. Robert Petković – Riders of the lost metrics
• „That script you put on a webpage and just let go”
• „Hey, we just made a website! Now you just put on those
codes of yours…”
• „I use Analytics, of course!?! I check out our figures at least
once a month”
• „Why does my number of Facebook clicks doesn’t match my
number of users in Analytics?!”
• Marketing vs. Sales
• Market research and analysis
• …
What is Google Analytics?
What Google Analytics is NOT?

11. Robert Petković – Riders of the lost metrics
By measuring and evaluating collected data, we can
figure out which parts of the website or its promotions
should be improved in order to achieve goals.
Google Analytics gives us accurate data to bring and
evaluate Data driven business decisions.
What is Google Analytics?
Why do we need it?

12. Robert Petković – Riders of the lost metrics
What is Google Analytics?
Yes, but WHY do we need Analytics?
If we don’t know WHY numbers are going up, once they start dropping
(and they will), it would be too late to change.

13. Robert Petković – Riders of the lost metrics
GoogleAnalytics – Common reports
• Audience
• Number of users
• Number of sessions
• Session duration
• Pageviews
• Most viewed pages
• Landing pages
• Countries
• Where did visitors came from?
• Yuck 
What is Google Analytics?

14. Robert Petković – Riders of the lost metrics
• Metrics that make you look good to others
• do not help you understand your own performance
• Exciting to point to if you want to appear to be improving
• Often aren’t actionable and aren’t related to anything you can
control or repeat in a meaningful way
• Most often contrasted against actionable metrics - data that
helps you make decisions and helps your business reach grow.

15. Robert Petković – Riders of the lost metrics
Is this a Vanity metric?
REACH
Vanity Check

16. Robert Petković – Riders of the lost metrics
Is this a Vanity metric?
USERS
Vanity Check

17. Robert Petković – Riders of the lost metrics
Is this a Vanity metric?
DAILY ACTIVE USERS
Vanity Check

18. Robert Petković – Riders of the lost metrics
Is this a Vanity metric?
POST-LUNCH RETENTION RATE
(at conferences)
Vanity Check

19. Robert Petković – Riders of the lost metrics
Is this a Vanity metric?
PAGE VIEWS
Vanity Check

20. Robert Petković – Riders of the lost metrics
Is this a Vanity metric?
SOCIAL MEDIA FOLLOWERS
Vanity Check

21. Robert Petković – Riders of the lost metrics
Is this a Vanity metric?
PAGES PER SESSION
Vanity Check

22. Robert Petković – Riders of the lost metrics
Is this a Vanity metric?
BOUNCE RATE
Vanity Check

23. Robert Petković – Riders of the lost metrics
Is this a Vanity metric?
EMAIL CONVERSION RATE
Vanity Check

24. Robert Petković – Riders of the lost metrics
VANITY VS. ACTIONS
Vanity Check

25. Robert Petković – Riders of the lost metrics
Problem 2 – averages
• „The average man is…”
• „Women are…”
• Gilbert H. Daniels
• Adjustable car seats
• Ideal woman - Norma
• Not knowing metrics distribution

26. Robert Petković – Riders of the lost metrics
Metrics to take care of
• Bounce Rate – why do people quit?
• Page value – proper value of our content
• Visit value – how much do we get from each visit
• Conversion Rate – the percentage of goals achieved
• Revenue – did we earn some money and who’s in charge?
• Average order value - are people buying cheap or expensive goods?
• Internal Search – what they can’t find but are looking for?
• Mobile vs. Desktop users – is our website optimized for right users?
What is Google Analytics?

27. Robert Petković – Riders of the lost metrics
What do most marketers look at? ☺

28. Robert Petković – Riders of the lost metrics
SCREW USERS!
The art of not understanding figures and charts

29. Robert Petković – Riders of the lost metrics
Why Users?
Publishers
AgenciesClients
• Your number sounds
familiar
• Ignorance
• The easiness of
getting wrong results
• Vanity (Metric)
• „Neka komšiji crkne
krava”
• Gemius issue
Screw Users!

30. Robert Petković – Riders of the lost metrics
New User principle
• „Users” before „Sessions” in reports
• New metric: Number of Sessions per User
• Setting it up:
• Admin
• Property settings
• User Analysis
Screw Users!

31. Robert Petković – Riders of the lost metrics
Users metrics examples – monthly
• Major daily news portal
Screw Users!

32. Robert Petković – Riders of the lost metrics
Users metrics examples – monthly
• Content Agregator
Screw Users!

33. Robert Petković – Riders of the lost metrics
Users metrics examples – monthly
• Specialized portal
Screw Users!

34. Robert Petković – Riders of the lost metrics
Users metrics examples – monthly
• Specialized regional portal
Screw Users!

35. Robert Petković – Riders of the lost metrics
User Loyalty – are they faithful?
• The percentage of this month’s visitors who have
visited our website the previous month as well
• (Segment september / october) %
• New Insights report
• Helps you develop a content strategy
Some metrics examples

36. Robert Petković – Riders of the lost metrics
Page value – a true value of content
• How much is some (landing) page in charge of
website conversion
• (Transaction Revenue + Total Goal Value) / Unique Pageviews
Some metrics examples

37. Robert Petković – Riders of the lost metrics
Interesting metrics and relations
• What are „Avg. Session Duration” and „Avg. Time on Page”?
• Pageviews / Unique Pageviews ratio
• Where do people get lost?
• „Exit Rate”
• Which pages should be exit ones?
• Total / Unique events ratio
• Your own metrics:
• Calculated metrics
Some metrics examples

38. Robert Petković – Riders of the lost metrics
Calculated Metrics - examples
• Engagement Metrics:
• Pages / User – Average number of pages viewed per user
• Avg. User Duration – Average time spend on site per user
• Signup Success Rate
• Login Success Rate
• Blog Views / User
• Downloads / User
• Lead Form Submission Rates (Contact Us or Lead Forms)
• AdWords Metrics
• Avg. Cost per Session – Average cost per session
• Sessions / Clicks – Average sessions per clicks. Useful for monitoring tagging quality
• Cost per (specific) Conversion – How much it costs for an user to convert
• Ecommerce Metrics
• Revenue (No Shipping / Tax) – Revenue without shipping or tax
• Avg. Order Value (No Shipping /Tax) – Average order value with shipping and tax removed
• Revenue per User – Average revenue per user
• Revenue per Session – Average revenue per session
• Custom Revenue – Used to perform currency conversion for custom currencies

39. Robert Petković – Riders of the lost metrics
Calculated Metrics - examples
• Event Metrics
• Avg. Events Per Session – Average number of events per session
• Avg. Events Per User – Average number of events per user
• Total Events / Unique Events – Number of times events are repeated in a session
• Avg. Event Value Per Session – Average event value per session
• Avg. Event Value per User – Average event value per user
• Video Metrics
• Avg. User PlayTime – Average amount of video consumed per user
• Avg. Session PlayTime – Average amount of video consumed per session
• Video Completion Rate – Percentage of video completions per video start
• Video Views / User – Average number of videos viewed per user
• Video Views / Session – Average number of videos viewed per session
• Cost per Play – Average cost per video play
• …

40. Robert Petković – Riders of the lost metrics
KPI by stages – a content website example
Defined as… Measured as…
Current values
(XY/2018)
Awareness
(how do we get people to visit the website)
Acquisition
(what do we want them to do first)
Activation
(when do they get the value)
Retention
(how often do they need us)
Referrals
(how do people invite others)
Number of website visits via
paid advertising
More than 80 k monthly
visits (Q1 2019)
XY.000
Consuming the content up to
a certain part (of the page)
50% read 75% of the article
20% videos fully played
Engaged users Number of visits with more
than 2 pageviews (>15%) XY%
Users should be informed at
least once a month
Number of monthly returning
users (more than 10%) User Loyalty – XY%
Users recommendations Number of Social shares
(+5.000 per month)
XY.000
XY% articles
XY% videos

41. Robert Petković – Riders of the lost metrics
HIRE AN ANALYST

42. Robert Petković – Riders of the lost metrics
How does a geek analyst travel? ☺

43. Robert Petković – Riders of the lost metrics
Robert Petković
Analytics Lead – Chief Conversion Whisperer
THANK YOU
FOUR YOUR TIME
https://www.linkedin.com/in/ropetko/
ropetko@gmail.com
robert.petkovic@grey.com