Google Analytics: Reporting & Metrics That Matter Presenter: - - PowerPoint PPT Presentation

Google Analytics:

Reporting & Metrics That Matter Presenter: Moby Siddique

Moby Siddique

Co-founder / Head of Strategy Podcast host of InboundBuzz Guest Lecturer @ UWS / USYD

• 1. Introduction
• 2. Basic terms you need to know
• 3. Business Objectives & Goals
• 4. Reports – Audience & Benchmarking
• 5. Reports – Acquisition
• 6. Reports – Behaviour
• 7. Reports – Conversions
• 8. Tools.. Tools.. Tools..
• 9. Q&A

Tonight’s Agenda

Great Reporting is process of..

Statistics

Recommendations

Insights

Not a single thing on this page helps me make good decisions.

• Data can’t be trusted.
• Decisions fall back to intuition.
• Opinion falls back to ‘Highest Paid person’s opinion’
• We sell our own efforts short

Vanity Metrics are dangerous because..

Key Terminology

3

Use Annotations to Provide Context

Use Annotations to Provide Context

Examples where you can use annotations:

• All online/offline marketing campaigns.
• Key dates & holidays e.g. Valentines, Mothers Day etc
• Major website changes e.g. new profile, new website,

new goals

• New AdWords campaign

Use Annotations to Provide Context

Key Terminology

Q: Percentage of new sessions? A: New sessions within specified time frame.

Key Terminology

Q: Percentage of new users? A: However long your GA has data for

Key Terminology

Objectives & Goals

Goals based on your business model

Macro & Micro Conversions

Common Micro Conversions

• Subscribe to Newsletter
• Social media share
• eBook download
• Used online tool
• Add product to cart
• Store locator
• Reading product review
• Watching video
• Live chat
• Reading reviews

Types of goals

In most cases you will be setting up Page-based goals. Goals will only show data from the date you create them.

Page based goals

Setting Up Goals: Step-by-Step

Step 1. Define Goals in terms of Macro & Micro conversions.

As an exercise, for every 1 macro conversion, define 1 micro conversion

Consider writing/typing these out including the possible URL’s in the journey

• beforehand. Include: 1. Macro/Micro 2. Steps 3. URL 4. Lead Value

Step 2. Create a Goal in Analytics

Admin > Goals > New Goal

Setting Up Goals: Step-by-Step

Step 3. Configure the Goal

Setting Up Goals: Step-by-Step

Step 3. (continued) Configure the Goal

Setting Up Goals: Step-by-Step

Step 4. Calculate Goal Value

Setting Up Goals: Step-by-Step

Reports: Audience

Audience: Demographics

Does our website attract our targeted persona’s? Who is the ‘person’ who visits us?

Well, from the Demographics report alone, for online retailer, I know:

• Our website resonates most with the 25-34 female demographic who visit the

most and spend the most.

• Older females visits more pages & generally spend more time on the website.

The 45-54 segment also has the highest conversion rate @ 1.86%

• Although the second highest visitors age bracket, 18-24 spend less than

woman aged 35-45

• The 35-44 segment, although visiting the site less than 18-24 year olds,

spent $8K in the last month. We know older women do their research, will research if there is information available and have good conversion rates. Is our digital strategy targeting this demographic adequately? Do we need a new line?

Insight: Site overwhelming finding affinity with 25-34 female bracket.

Audience: Demographics

Insight: 35-44 second biggest spenders,45-54 highest converting bracket, high pages/visit for certain segments

Audience: Demographics

Insight: Men have the highest conversion rate

Audience: Demographics

Is there any behavioural data I can utilise for Social Media, Content Marketing & Social Media Advertising? Note: Good for ideas but limited accuracy. Ideal for exploratory research.

Audience: Demographics

Where can I find data pertaining to locations where I actually service? Customise the Geographic report to identify:

• A clean bounce rate
• Acquisition, Behavioural & Conversion data by city

Audience: Location Data

What is my mobile vs desktop vs tablet breakdown and how engaged are user from each device? Are they completing macro/micro goals? Be sure to edit and change the goal definition to check both macro and micro goal completions.

Audience: Mobile Users

Plot rows: plot mobile vs non-traffic

Mobile didn’t contribute significantly to increases/decreases in traffic.

Audience: Mobile Users

Audience: Benchmarking

How are we doing compared to other websites like us?

How are we doing compared to other websites like us?

Audience: Benchmarking

How are we doing compared to other websites like us?

Audience: Benchmarking

Reports: Acquisition

Source vs Medium

What’s the difference? Source: Where is the message being seen or displayed? For example ‘I see it on Google’ Medium: How is the message communicated? Organic? Was it paid for?

Acquisition: All Traffic

Where is my traffic coming from (medium)? How engaged is it? How is it converting?

What is the medium contribution to traffic?

Different views i.e. Pie, bar although useful, can be further expanded on

Acquisition: All Traffic

What is the medium contribution to conversions?

Acquisition: All Traffic

Acquisition: Source/Medium bounce?

By comparing visits to bounce rate and selecting the ‘comparison view’ we get a measure of bounce rate vs site average.

Reports: Behaviour

Behaviour: All Pages

All Pages shows you all the different page people are engaging with. This is the ideal report to place context around for each metric for instance the bounce rate. Where are visitors going to on my website and what are they doing there?

What are the entry and exit paths visitors are taking to key pages?

Behaviour: Navigation Summary

Behaviour: Landing Pages

What are the first pages visitors see when they visit my site? Are they effective?

Reports: Conversions

Conversions: Goals

Am I getting ROI from my channels? In other words, are my sources/mediums converting?

Goal Funnel Visualisation

Tools, tools, tools

• 1. Importing Useful Dashboards

• 1. Importing Useful Dashboards

Find: Content Analysis Dashboard & import

• 2. Report Garden

PDF reporting tool that plugs into Analytics software.

• 2. Report Garden - Analytics

High level stats, editable regions in pdf to add your own comments.

• 2. Report Garden - Analytics

Out of the box reports for:

• Sessions
• Page Views
• Organic Sessions
• Sessions from Mediums
• Traffic sources
• Devices
• City (by default)
• Landing Page Stats
• Search Queries
• Campaigns

• 3. Qwill Engage

Google Analytics tool that will write you an English language report on your insights. Top level, editable. Goes beyond stats, takes you to the insights level. Huge time saver! Free version

• available. Starts from $20/month

• 3. Qwill Engage

“Overall sessions increased by 13% month-over-month to 4,460. That's more than your 12-month monthly average of 4,061 sessions. Referrals and direct traffic both drove the increase in traffic, rising 17% and 9%, respectively .

• 3. Qwill Engage

Ask questions 1st then get data to answer

Review your goals regularly (weekly or monthly). Review goal types quarterly (micro goals) Does our site attract our targeted persona? Who is the ‘person’ Is their interest data I can use for Social, Content? Mobile vs Desktop Visitors? How are we doing compared to our industry? Where is my traffic coming from? Is it engaged? Is it converting? What are people doing once they get to my site? Thank you pages? What sources/mediums are converting for me? Remember: Tools are not silver bullets, skills pay the bills!

Thank you, keep in touch!

RedPanda’s is a full service digital marketing & consultancy

• agency. We service SMBs (small-to-

medium businesses) to Large businesses.

moby@redpandas.com.au twitter: @MobySiddique www.redpandas.com.au

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