20160910 MeasureCamp Presentation - App Tracking 2.0 - Google Firebase Analytics
Google Analytics Presentation
-
date post
13-Sep-2014 -
Category
Technology
-
view
7.266 -
download
1
description
Transcript of Google Analytics Presentation
![Page 1: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/1.jpg)
Google Confidential and Proprietary
Google AnalyticsPowerful Data That Can Drive Effective Business Decisions
Marco ReginelliAccount Executive, Google
November 21st, 2009
![Page 2: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/2.jpg)
Google Confidential and Proprietary
Five challenges with data
1. Not enough of it
2. Too much of it
3. Don’t trust it
4. Don’t know what to do with it
5. We go with the HIPPO anyway
2
![Page 3: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/3.jpg)
Google Confidential and Proprietary
Data can answer...
How do people find me online?
Who are they?
Where do they come from?
Do they like me?
Are they a valuable customer?
How do I stack up against the competition?
How can I plan for the future?
3
![Page 4: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/4.jpg)
Google Confidential and Proprietary
Where does the data live?
Web logs
Spreadsheets
Desktop databases
Online analytics products
3rd party aggregators
4
![Page 5: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/5.jpg)
Google Confidential and Proprietary
Google Analytics is FREE
5
![Page 6: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/6.jpg)
Google Confidential and Proprietary
HOW DO PEOPLE FIND ME ONLINE?
![Page 7: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/7.jpg)
Google Confidential and Proprietary
Direct Traffic
Users who have memorized your URL or have you bookmarked.
![Page 8: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/8.jpg)
Google Confidential and Proprietary
Google Analytics: Direct Traffic
![Page 9: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/9.jpg)
Google Confidential and Proprietary
URL Amnesia
9
.comwww. doggroomingsfonlinetopnotch
Dash?
Two “G”s? .net .biz?
Dot/Underscore?
![Page 10: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/10.jpg)
Google Confidential and Proprietary
Search Engine Traffic
![Page 11: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/11.jpg)
Google Confidential and Proprietary
Google Analytics: Search Engines
![Page 12: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/12.jpg)
Google Confidential and Proprietary
Referral Traffic
![Page 13: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/13.jpg)
Google Confidential and Proprietary
Google Analytics: Referring Sites
![Page 14: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/14.jpg)
Google Confidential and Proprietary
Other Tools: Google.com Link Operator
www.google.com
![Page 15: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/15.jpg)
Google Confidential and Proprietary
Ad Traffic
15
![Page 16: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/16.jpg)
Google Confidential and Proprietary
Google Analytics: AdWords Campaigns
16
![Page 17: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/17.jpg)
Google Confidential and Proprietary
Keyword Traffic
![Page 18: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/18.jpg)
Google Confidential and Proprietary
Google Analytics: Keywords
![Page 19: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/19.jpg)
Google Confidential and Proprietary
Other Tools: Search Based Keyword Tool
www.google.com/sktool
![Page 20: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/20.jpg)
Google Confidential and Proprietary
WHO ARE THEY?
![Page 21: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/21.jpg)
Google Confidential and Proprietary
Google Analytic: New vs Returning Visitors
21
![Page 22: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/22.jpg)
Google Confidential and Proprietary
Other Tools: Quantcast.com
Also use www.google.com/adplanner
![Page 23: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/23.jpg)
Google Confidential and Proprietary
WHERE DO THEY COME FROM?
![Page 24: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/24.jpg)
Google Confidential and Proprietary
Geographic Traffic
![Page 25: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/25.jpg)
Google Confidential and Proprietary
Google Analytics: Map overlay
![Page 26: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/26.jpg)
Google Confidential and Proprietary
Other Tools: Google Insights for Search
www.google.com/insights/search
![Page 27: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/27.jpg)
Google Confidential and Proprietary
DO THEY LIKE ME?
![Page 28: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/28.jpg)
Google Confidential and Proprietary
Google Analytics: Top Content
Compare performance to site averages
Evaluate Bounce Rates
![Page 29: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/29.jpg)
Google Confidential and Proprietary
Google Analytics: Navigational Analysis
![Page 30: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/30.jpg)
Google Confidential and Proprietary
Google Analytics: Engagement Stats
Pageviews
Bounce Rates
Average Time on Site
Loyalty
![Page 31: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/31.jpg)
Google Confidential and Proprietary
Google Analytics: Goals & Funnels
![Page 32: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/32.jpg)
Google Confidential and Proprietary
ARE THEY A VALUABLE CUSTOMER?
![Page 33: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/33.jpg)
Google Confidential and Proprietary
Google Analytics: Ecommerce Reports
33
![Page 34: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/34.jpg)
Google Confidential and Proprietary
Google Analytics: Advanced Segments
34
![Page 35: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/35.jpg)
Google Confidential and Proprietary
HOW DO I STACK UP AGAINST THE COMPETITION?
![Page 36: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/36.jpg)
Google Confidential and Proprietary
Google Analytics: Benchmarking
36
![Page 37: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/37.jpg)
Google Confidential and Proprietary
Competitive Landscape: Compete.com
![Page 38: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/38.jpg)
Google Confidential and Proprietary
Competitive Landscape: Quantcast.com
![Page 39: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/39.jpg)
Google Confidential and Proprietary
HOW CAN I PLAN FOR THE FUTURE?
![Page 40: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/40.jpg)
Google Confidential and Proprietary
Demand: Google Insights for Search
![Page 41: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/41.jpg)
Google Confidential and Proprietary
FINAL TIPS
![Page 42: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/42.jpg)
Google Confidential and Proprietary
#1 Don’t be slave to the data
Spend time on analysis and make quick, informed decisions. Let
the data work for YOU!
![Page 43: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/43.jpg)
Google Confidential and Proprietary
#2 Separate the outliers from the expected data
43
Indentify the clear trends, but don’t forget the possible gems in
the outliers
![Page 44: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/44.jpg)
Google Confidential and Proprietary
#3 Test the big ideas
44
A BThe web is fast and easy place to test ideas and products
![Page 45: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/45.jpg)
Google Confidential and Proprietary
#4 Be careful of the HiPPO
Highest Paid Person’s Opinion
Try to make data-driven decisions
![Page 46: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/46.jpg)
Google Confidential and Proprietary
Creating a data driven culture
• Give access to data
• Have a great idea? Sell it with data
• Measure all functions of the business (Qualitative and
Quantitative)
• A/B test whenever possible
• Ask, “What does the data say?”...if inconclusive, dig deeper, or
consider ways to get the data
• Reward employees who use data to advance your business
46
![Page 47: Google Analytics Presentation](https://reader034.fdocuments.us/reader034/viewer/2022052205/5413a0f78d7f728a698b4672/html5/thumbnails/47.jpg)
Google Confidential and Proprietary
Q&A