Google Analytics Masterclass
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Transcript of Google Analytics Masterclass
Google Analytics Masterclass
Google Confidential and Proprietary 1
Google Analytics Masterclass
Adrian Blair
Head of eCommerce Partnerships
21 Oct 2009
Agenda: Open your eyes!
1 Introduction
2 Reporting
3 Goals
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4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Basic principles
� Before doing anything else, set clear goals for your site
� Data useless unless it drives action
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� Everyone in the company should have access to the
data
� Data useless unless it drives action
The 10/90 Rule
Software
Software
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Brains!
What Skills Do You Need?
Software
Web Analysis
Web Usability
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Brains!Multivariate & A/B Testing
Web Development
17.2%
What’s your conversion rate?
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4.2%
You Your Competition
Average UK Retail
Amazon
? ?
* Coremetrics UK Retail report, March 2009** Nielsen Online / Marketing Charts
***
Status Quo Improved Website
Visitors 400 400
Customers 20 40
Conversion Rate 5% 10%
Avg. Net Sales £50 £50
The impact on your bottom line
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CPC £1 £1
Sales £1,000 £2,000
Acquisition Cost £400 £400
Profit £600 £1,600
AdWords ROI 150% 400%
“Midnight Knowledge” – Key Metrics You Must Know
Metric GA Report
1 Bounce rate Content
2 % of visitors who view product/service page Content
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2 % of visitors who view product/service page Content
3 % of visitors who exit after using site search Content
4 % of visitors who reach check-out page Content
5 Conversion rate Goal
Google Analytics Overview
Benefits for Marketers
• Understand how visitors engage with your site
• Compare performance of all marketing efforts from emails to keywords to offline campaigns
Free, hosted web analytics tool that helps advertisers improve their sites and increase their marketing ROI
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• Integrated with AdWords but also tracks non-Google campaigns
• Identify areas for site improvement
• Pinpoint breakdowns in conversion processes
• Track e-commerce metrics, such as revenue, average order value, and conversion rates
Useful for the entire organization
• Track ROI on all online initiatives from a single report
• Identify long-term trends in online marketing programs� Executives
• Capture the most conversions at the lowest possible cost
• Target high return regional markets and market segments� Marketers
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• Test various advertising creative for each of your
campaigns
� Marketers
• Demonstrate the value of your site usability improvements
• Show how your site design decisions improve website ROI
• Identify web design parameters like visitor connection
speeds and browser types
� Webmasters
How It Works
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Secure Google Servers
Report Data
Agenda…
1 Introduction
2 Reporting
3 Goals
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4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Dashboard
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• Customizable
• Drag and drop reports to edit layout
• Email individual reports or schedule regular updates
• Export data to PDF and XML
Report Structure
5 Main Navigation Categories:
• Visitors– Visitor information such as loyalty, language,
and location
• Traffic Sources– Natural and paid sources of traffic, includes
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– Natural and paid sources of traffic, includes AdWords reports
• Content– Pageview information
• Goals– Conversion rates and goal paths
• Ecommerce (if enabled)– Commerce tracking, visitor loyalty, revenue
sources, and product-specific information
Site Content
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• Learn where users are going on your site and how long they are staying there
• View trends for every page
• Segment the page data to see greater detail
Geography & Location
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• See which countries, regions and cities are driving traffic to your site
• Compare visitors from different areas
• Learn how they differ by conversion and value
Site Design
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• Understand how your users are accessing the internet
• Leverage this knowledge to optimize your site and content
Traffic Sources
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Understand the origins of your site’s traffic
Email Reports
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• Schedule reports to be delivered via Email
• Select format (pdf, csv, xml, tsv) and scheduling (daily, weekly, monthly, quarterly)
Agenda…
1 Introduction
2 Reporting
3 Goals
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4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Track Goals/Conversions
• E-Commerce
• Lead Generation
• Brand & Product Awareness
• Member Acquisition
Potential Goals:
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Purchases
Downloads
Registration
Goal Reporting
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Analyze conversion data over time on macro or micro levels
Convert Visitors to Customers
Eliminate bottlenecks in your conversion process
Your visitors
Shopping Cart
Product Information1
2
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Checkout
Thank You Page
Your Customers
Pinpoint where you lose visitors and duplicate successful paths
3
4
Funnel Reporting
Entering the funnel Leaving the funnel
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• Examine where visitors enter and exit your conversion process
• Identify which site paths lead to the most goal completions
• Use your findings to test changes to your site
Defined goal
E-Commerce Tracking
What data can be tracked?
Transaction DataTransaction ID: your internal transaction ID Affiliate or store nameTotalTaxShippingCityState or region
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State or regionCountry
Item DataTransaction ID: same as in transaction dataSKUProduct nameProduct category or product variationUnit priceQuantity
Navigation
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Analyze how traffic moves through your site from entrance through goal completion
Agenda…
1 Introduction
2 Reporting
3 Goals
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4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Analyze All Marketing Campaigns
Banner Advertising
Search Marketing
Email Marketing
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Determine which marketing initiatives are driving the best
traffic to your site
SEO, Referrals, Affiliate Programs & Offline
Evaluate Your Campaigns
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• See which marketing strategies are most effective
• Analyze performance at the keyword level
• Evaluate your ROI based on goal values you have defined
Leverage Organic Search
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• Discover what users search for to reach your site
• Identify organic keywords that convert but are not included in your current marketing campaigns
• Start bidding on new keywords
Understand AdWords Performance
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• See click and cost data directly from AdWords
• Compare spend against conversions
• Analyze click and cost trends over time
Agenda…
1 Introduction
2 Reporting
3 Goals
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4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Advanced Segmentation
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• Isolate and analyze subsets of your traffic post-data capture
• Compare segments and key performance metrics side by side
• Analyze your traffic with predefined or customized segments
Custom Reporting
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• Create, save, and share reports that are important to your business
• Simply drag-and-drop dimensions and metrics for customized reports
Motion Charts
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• Visualize data in four different dimensions and see how they change over time
• Quickly and easily uncover trends, anomalies, and seasonal changes
Analytics Data Export API
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• Users can develop client applications to view Analytics data in the form of Google Data API feeds
• Export Analytics data for any type of use: integrate Analytics data with other data sources, build custom dashboards, visualizations or interfaces, do offline analysis
Internal Site Search
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• Understand how your users are searching on your site
• Leverage this knowledge to optimize your site content and keyword campaigns
New – engagement goals!
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You now have 20 goals per profile and Engagement goals, based on time on site
and pages-per-visit, in addition to URL-based goals.
Mobile Reporting
Standard Websites
• Track visits from high-end, javascriptenabled phones
• Filter using Advanced Segments
Google Confidential and Proprietary 39Source: 8pt, medium gray
Mobile Websites
• Server-side tracking (PHP, Perl JSP, ASPX)
• Works just like Analytics on desktop webpages
Mobile Apps Tracking
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• Android and iPhone SDKs
• Track page views and events, same as websites
• Referrals from Android market
Intelligence Reports
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Make faster, smarter decisions with reports that automatically detect and surface
significant changes in your key performance metrics that you should be aware of.
Customizable Alerts
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Tell Google Analytics what you want it to watch for by setting daily, weekly, and
monthly triggers on different dimensions & metrics, and be notified by email or
directly in the Intelligence reports when they happen.
Multiple Custom Variables
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Define multiple tracking segments based on visitor, session or even webpage-
level interactions in order to collect site usage data in ways important to your
business. Eg. A newspaper can see which sections are popular
Advanced Analysis Features
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Our arsenal of power tools including Secondary Dimensions and Pivoting lets you perform in-depth, on the fly analysis without having to export your data to spreadsheet tools.
Agenda…
1 Introduction
2 Reporting
3 Goals
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4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Website Optimiser Enables Two Types of Testing
A/B
Website
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Multi-variate
Website Optimiser
Multivariate Testing
• More powerful
• Potential for better results
• Best for testing lots of variables at once and...
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• Best for testing lots of variables at once and... you’re not sure how those variables might interact.
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Multivariate Test Ingredients
Option 1 Option 2
1Telephone
number ON OFF
2 Client logos ON OFF
3 Page title A B
Google Confidential and Proprietary
4 Form design A B
5Product
informationON OFF
Multivariate Test Ingredients
Option 1 Option 2
1Telephone
number ON OFF
2 Client logos ON OFF
3 Page Title A B= 32 recipes!
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4 Form Design A B
5Product
InformationON OFF
= 32 recipes!
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Winning combination
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combination increased quotes
by 91%!
A/B test: Setup process
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A/B test: Name your experiment
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A/B test: Identify test page
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A/B test: Identify conversion page
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A/B test: Install and validate Javascript tags
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A/B test: Preview and start experiment
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Just launched!
� Google Website Optimizer API
Content Management Systems can incorporate GWO directly into their services
– launch experiments without touching your code!
� Over time chartsVisualise performance of experiments over time
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Agenda…
1 Introduction
2 Reporting
3 Goals
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4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Where to get help
� Online Courses – eg. Google Conversion University
� Webinars - www.google.com/intl/en/adwords/webinars/
� Blogs – eg. Conversionroom.blogspot.com; www.kaushik.net
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� Blogs – eg. Conversionroom.blogspot.com; www.kaushik.net
� “Seminars for Success”
� Authorised Partners
Google Authorised Consultants
=
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=
Google Conversion Professionals (www.google.co.uk/gcp)
Tool-agnostic business consultants who can help you improve your conversion rate
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