2008 Dave Chaffey Digital Marketing Cim Cambridge 1215636221993520 8
Google Analytics Workshop - Dave Chaffey 2011 Fusion Marketing 2011
-
Upload
dave-chaffey -
Category
Business
-
view
1.721 -
download
5
Transcript of Google Analytics Workshop - Dave Chaffey 2011 Fusion Marketing 2011
1
Getting the most from
Google Analytics
Dr Dave Chaffey, CEO Smart Insights
March 23rd 2011
Fusion Marketing Experience, Brussels
Download presentation from:
SmartInsights.com
2
Getting the most from GA
What type of business
are you?
• Ecommerce
• B2B
• Brand
• Media
• Agency or consultant
3
1.Working Smarter with reports
• Advanced filter/weighted sort
• Pivot tables
• Analytics Intelligence
4. Marketing campaigns
• Campaign tracking for email
• Campaign tracking for social
•Adwords funnel and Match types
2.Advanced segments
• Medium dimensions
• Time period dimensions
• Value metrics
5. Profile and filter setup
• Comparing conversion rates
• Goal setup and segmented funnels
• Improving on-site search
3. Dashboards and custom reports
• RACE Digital Marketing Framework
• Time-based custom reports
• Value and engagement custom reports
6. Advanced server-based technique
• Event tracking
•Virtual page views
• Custom variables
Workshop structure
4
Books
Qualifications
Bestpractice
About Dave Chaffey
• Strategy &
analytics
• Search &
conversion
• Strategy
consulting
5
Enhancing key pages have resulted in increases in conversion rate of 20%, 63% and 115%. Source:
6
What value are you creating?
The 3 key value measures in GA:
• 1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.
• 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.
• 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.
http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205
7
Working with reports in a
smarter way
Customisation technique 1
8
9
Source: Craig Sullivan independent survey 2009
10
Content drilldown shows
relative
page type efficiency
Practical tip
Review % age of visits by different landing page types
(for first time and repeat visitors)
11
Smarter reporting options• Filter reports with simple filter based on page or keyword
name
• New: an Advanced Filter on variables or weighted sort
• Use Pivot tables
• New: Setting annotations – beneath the top chart
• Intelligence Beta:Review standard alertsvia left menu
12
Example Pivot + Filter
Practical tip
Use New Weighted Sortto gain a similar effect
13
Use GA‟s “Intelligence”
Read post on setting up Intelligence
Tip: Use Custom Alerts in your system
14
Segmenting your audience
by setting up advanced
segmentsCustomisation technique 2
15
Segmenting Traffic value• Key referring segments:
• Search
• Paid vs Natural
• Branded vs non-branded
• Email marketing
• Affiliates
• Social media
• Don‟t forget:
• New vs returning/customer non-customer
• First and last referrer. Use attribution scripts:
http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&hl=en
16
Segmenting search visits
17
Advanced segments – more
options1. Segmentation by Referrer / Traffic source:
• Paid
• Natural
• Paid and natural brand and non-brand
• By number of keywords – 2,3,4
• Social media
2. Segmentation by Visitor Type
• New visitor
• Returning visitor
• Registered visitor
• Customer
3. Segmentation by Engagement
• 5 pages,
• <3 pages
4. Segmentation by Content Viewed
• Key landing page
• Product page
• Checkout complete
• Folders for large organisation
5. Segmentation by Landing Page Type
6. Segmentation by Event:
• Conversion goal types and E-
commerce
7. Segmentation by Platform
(less important)
• Browser
• Screen resolution
• Mobile platforms
8. Segmentation by Location
• Main markets
• UK
• US
• FIGS
• ROW
+ By behaviour – search and browse
See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-
analytics/
18
Some ideas for using custom
reports• 1. Time reporting.
Use a dimension of week/month to compare performance over time more easily
• 2. Value reporting. Repeat the value of different contributors:
• Keywords
• Landing pages
• Product categories
• Countries
• 3. Role-based reporting.Setup different tabs for different types of people or marketing activity
http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html
19
„How to‟ example of a custom
segmentNotes:
1. Chose a Dimension of „Keyword‟ and „matches exactly‟ , „contains‟ or RegEx for your brand names
2. No metrics are required.
3. Test the segment first, but you will need to enter a name for the segment to do this.
4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol „|‟.
5. Note that segments are specific to a profile initially – you may want to share them.
20
Gap analysis to maximise search value• Should show:
• Potential performance from keyphrase estimators
• Your actual performance
(position, clicks, conversion, sales, value):
• Paid – absolute and relative
• Natural – absolute and relative
Integrate sources
with scripts or
Excel VLOOKUP()
function
http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo/
21
Creating dashboards and
custom reports within Google
AnalyticsCustomisation technique 3
|
21
22
How do you use the
dashboard??
23
Drilling Down with Custom reports +
segmentation
24
Some ideas for using custom
reports
• 1. Time reporting. Use a dimension of week/month to compare performance over time more easily
• 2. Value reporting. Repeat the value of different contributors:
• Keywords
• Landing pages
• Product categories
• Countries
• 3. Role-based reporting.Setup different tabs for different types of people or marketing activity
http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html
25
Using
RACE
for
Digital
Marketing
Optimisation
http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template
26
RACE dashboard for Eretail
27
Setting up marketing
campaign tracking
Customisation technique 4
28
Campaign tracking • Adwords will be tracked automatically provided you
have specified within Adwords
• All other referring campaign traffic sources need
parameters adding where practical
• Example: http://econsultancy.com/reports/search-engine-optimization-seo-best
practice-guide?utm_medium=affiliate&utm_source=generic
Variable Meaning
utm_campaign The name of the marketing campaign, e.g. Spring Campaign.
utm_medium
Media channel (E.G CPC, Organic (Google defaults), Email, Display, Affiliate, Social,
etc).
What is the „distribution method‟ that is used to get our message out to our clients?
utm_sourceWho are you partnering with to push your message. A publisher, or for paid search
Google, Yahoo, Live Search,
utm_contentThe version of the ad (used for A/B testing). You can identify two versions of the same
ad using this variable.
utm_termThe search term purchased (if you‟re buying keywords).
This is not always used and is NOT included in the above example.
29
Tip: Use a URL builder or
spreadsheet• Another example – Email marketing
• Many Email service providers have
this as a feature – just need to enable
• http://www.barbican.org.uk/artgallery/event-detail.asp?ID=8909
• &utm_campaign=CCXAQ081009A
• &utm_source=Monthly_xArts_Email
• &utm_medium=Internal_Email
• &utm_content=CCXAQ081009A_Bunker_image [or
A_Bunker_intro]
• Try the Google URL
builderhttp://www.google.com/support/analytics/bin/answer.
py?answer=55578
30
Advanced segmentation for social media
Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/
See also: www.davechaffey.com/online-reputation-management-tools
31
New May 2010 Google
Adwords Beta and Search
Funnels
32
Modifying profile setup
within
“Google Analytics Settings”
Customisation technique 5
Goals and funnels
33
“How does our conversion
compare?”
Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics
34
Filters and profiles:Use site URL structure
for countries, product categories, etc.
• To avoid a problem of errors there should be a master profile which NEVER has any filters applied.
• Process:
1. Create Advanced segment to test filter.
2. Create filter.
3. Apply to a test profile (only used for testing purposes – can check in minutes).
4. Create final profile and apply filter.
5. Grant access to this profile
Further reading:
http://www.advanced-web-metrics.com/blog/2009/12/09/how-to-choose-between-advanced-segments-versus-profile-filters-in-google-analytics/
http://www.google.com/support/conversionuniversity/?hl=en
http://services.google.com/analytics/breeze/en/accounts_profiles/index.html
http://services.google.com/analytics/breeze/en/filters/index.html
http://code.google.com/apis/analytics/docs/concepts/gaConceptsAccounts.html
http://code.google.com/apis/analytics/docs/tracking/gaTrackingSite.html
35
Filter example
36
You need to know basics of Regular
Expressions before working on
profiles1.Why are RegEx needed? Range of situations…
2.The main RegEx you need…
• A. Pipe “|” matches alternatives pages “Or”:^/(car-insurance|van-insurance|)/
• B. Caret “^” matches head – everything from start of string
• C. “?” Last character optional - Chaff?e?y
• D. “$” Don‟t‟ match if any characters after this e.g. ^/$
• E. “\” Escape (ignore) the next character /folder\?pid=123
3.Test with… Adv. Segments, Filters, Test ProfilesGuide: http://www.lunametrics.com/blog/2010/05/20/regular-expressions-ebook-relic-valuable-tool Regex tester: http://www.analyticsexperts.com/resources/google-analytics-regex-filter-tester
http://www.regular-expressions.info/javascriptexample.html
37
New – 20 goals in GA so group
them!
38
Setting up conversion goals
► Remember to►Setup multiple conversion goals►Attach notional value to each►Can then assess $Index value
by referrer and content
► Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal
Consider additional goals – social bookmarking, commenting, catalogue requests, etc
See Ran Nir: http://www.webanalyticsworld.net/2009/03/10-must-track-google-analytics-goals.html
See also http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/
39
Conversion funnels► These can be setup for each conversion goal
► Example: Email sign-up, Landing page, checkout
► Consider higher level funnels – or use conversion goals for these
40
Example of simple funnel setup
and what NOT to do
Gotchas 1. The match type also applies to the funnel
care with exact match
Gotchas 2. Not actually the URL start with /<page>
Gotchas 4. Missing/wrongly assigning goal value
Gotchas 5. Required step may exclude some
behaviour e.g. entry deeper into funnel
Gotchas 3. Including a trailing slash /
http://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/
NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/
41
Segment your funnels!
Source: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics
42
Tracking on-site search
Tip find the search query parameter from the URL of a search results page
Coremetrics UK Retail benchmarks
43
Case study: Next.co.uk
Aim: Evaluate business case for improving onsite search merchandising
Methodology: For example search use Google Website Optimizer to AB Test
current search results page for “Boys socks” against a static “ideal” example
Results: The new results page caused a reduction in search exit rate of 19%. If
this reduction was replicated across all onsite searches, it would result in a 4.1%
increase in online revenue.
44
Customisations that require
server modifications
Customisation technique 6
45
Ecommerce tracking
See http://code.google.com/apis/analytics/docs/tracking/asyncMigrationExamples.html
46
Consider using new Async
tracking…• Google Analytics Asynchronous tracking was announced Dec 2009, live May 2010, it
enables you to add tracking code within <head> potentially increasing page views and bounce rate
• Instructions/background:
• http://analytics.blogspot.com/2010/05/its-now-easy-to-set-up-new-sites-with.html
• http://code.google.com/apis/analytics/docs/tracking/asyncTracking.html
47
Tracking user actions that don‟t
have pages associated…• Examples:
• A . Tracking calls-to-action – clicks on links and buttons
• B. Steps in a funnel process which don‟t have separate pages e.g.
Forward, Back, Next, Save
• Options:
• 1. Event-tracking – easier – has it‟s own separate reports best for
links, but NB CAN‟T SETUP GOALS
• 2. Virtual page views – can track goals and can
create URLs for RegExp processing, but NB WILL INFLATE PAGE
VIEWS
Also: http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytics
48
http://thejohnfmoore.com/2010/02/12/espares-a-uk-company-that-is-delivering-value-with-social-media
A/B testing showeed the products with customer generated reviews
and fitting advice had a 6.2-14.2% increase in conversion rate.
49
Using event tracking in GA
► Use event tracking for finding how popular different activities are:
• Downloading documents (PDFs)
• Clicking outbound links
• Playing video clips
• Add to basket
► Best script to apply :http://blog.immeria.net/2009/01/google-analytics-script-to-track.html
Async tracking example:
_gaq.push(['_setAccount', 'UA-XXXXX-X']);
_gaq.push(['_trackPageview']);
...
<a onclick="_gaq.push(['_trackEvent', 'category', 'action', 'opt_label', opt_value]);">click me</a>
Traditional ga.js tracking example:
varpageTracker = _gat._getTracker('UA-XXXXX-X');
pageTracker._trackPageview();
...
<a onclick="pageTracker._trackEvent('category', 'action', 'opt_label', opt_value);">click me</a>
http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html
50
51
Virtual Page Views• Can also use Virtual Page Views, e.g. for funnel steps but need to
exclude False Page Views with additional filter?
• Async tracking
• <a onclick="javascript: _gaq.push(['_trackPageview', '/motor/step1-
complete/']);" href="http://www.someurl.com/process-
form">Continue to Step 2</a>
• Traditional ga.js tracking
• <a onclick="javascript: pageTracker._trackPageview
('/motor/step1-complete/');" href="http://www.someurl.com/process-
form">Continue to Step 2</a>
• See http://www.viget.com/engage/how-to-track-internal-links-in-
google-analytics/
52
Segmenting pages/product by
performance
High Potential
(Problems)
Top
Performers
(Stars)
Low Potential,
Low Performance
(Dogs)
Consistent
Performers
(Cash Cows)
Conversion rate
Or conversion rate variance (add to basket) compared to average
Pag
e o
r p
rod
uct
po
pu
lari
ty (
vie
ws)
or
page v
iew
variance (
com
pare
d t
o a
vera
ge)
53
54
Cross-domain tracking
• http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55503
• http://services.google.com/analytics/breeze/en/domains_subdomains/index.ht
ml
55
Custom variables in Google
Analytics• Original called _setVarJavascript function on
page that uniquely identifies these visitors. Sets cookie for 2 year period.
• Now _setCustomVar• With up to 20 variables• Possible applications:
•Different subscribers - bronze, silver, gold•Customers vs non-customers
Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/
56
E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/
57
Google Website Optimizer:
7 key test types1. AB Test (ABC Test)
Compare 2 or more page
versions
2. Multivariate test
Compare different versions of
page elements
3. Split-path test
Compare 2 or more linear
paths
4. Multipath multivariate test
Multi-elements, multipages
5. Do Anything Test
Measure multiple conversion
goals
6. Linger test
Measure engagement with
page
7. Click test
Measure clicks on advertiser
links or to an external
checkout
Read more: http://www.grokdotcom.com/2007/11/02/google-website-optimizer-7-powerful-tests/
58
Google Website Optimizer case
study
Source: Moneyspyder blog (with permission):
http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.html
59
Combining event tracking with
GWO
•Each variation / recipe in
GWO is tracked as a separate
event and can then be used to
view more granular info – e.g.
influence on AOV
Source: Moneyspyder blog (with permission):
http://blog.moneyspyder.co.uk/2009/06/enhanced-google-website-optimiser.html
60
Use Feedback tools for…
“Why” not “What”
http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
61
What do customers value? Think?
Analytics will only show you „What‟ not „Why‟ – other tools can help
iPerceptionshttp://www.4qsurvey.com/
“Bad web site. Difficult to find item as no search box provided for short cut”
“I can't find any prices on your website”
“Would like to see where I can buy products from” .
63
Let‟s Connect!
Questions & discussion welcome
• Blog
www.smartinsights.com/blog
• Feeds
www.feedburner.com/smartinsights
• Email Newsletter
www.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey