10 questions entrepreneurs need to ask their analytics
Post on 01-Nov-2014
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@AnnieCushing annielytics.com@AnnieCushing annielytics.com
10 QUESTIONS ENTREPRENEURS NEED TO ASK THEIR ANALYTICS
Annie Cushing Annielytics.com
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TOOLS DOC: BIT.LY/TONS-OF-TOOLS
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TOOLS DOC: BIT.LY/AUDIT-CHECKLIST
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@AnnieCushing annielytics.com
TIP: LOWERCASE BITLY URLS
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@AnnieCushing annielytics.com
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1. WHICH MARKETING CHANNELS ARE YOUR UNSUNG HEROES?
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LET’S TALK LAST-CLICK ATTRIBUTION
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SOCIAL
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SOCIAL ORGANIC
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SOCIAL ORGANIC EMAIL
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SOCIAL ORGANIC EMAIL CPC
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SOCIAL ORGANIC EMAIL CPC
$100 credit
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LET’S TALK MULTI-CLICK ATTRIBUTION
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SOCIAL ORGANIC EMAIL CPC
$25 credit$25 credit$25 credit$25 credit
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LAST-CLICK ATTRIBUTION TRAVESTY
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MULTI-CHANNEL FUNNELS APPROACH
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Life doesn’t lend itself to LAST CLICK
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LAST CLICK AND THE DUGGARS
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THANKS A LOT, JOSIE …
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ASSISTED CONVERSIONS REPORT
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COUPLE RECOMMENDED CHANGES
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577%
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IMPACT OF ASSISTED CONVERSIONS
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FIX: BIT.LY/GA-CAMPAIGN-TAGGING
Skip to the “Fixing
Your Default
Channel Grouping”
section of the
guide
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GINORMOUS CAVEAT
MCF CHANNELS≠
STANDARD CHANNELS
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GOOGLE’S GOOD OL’ BOY SYSTEM
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DIRECT DONATED ITS CONVERSIONS
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2. WHERE DO YOUR BEST LINKS COME FROM?
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NO STANDARD REPORTS FOR THE JOB
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NEW(ISH) FULL REFERRER DIMENSION
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SOME SOURCES DON’T HAVE FULL URL
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GET REPORT: BIT.LY/REFERRING-URLS
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CRITICAL RESOURCE: BIT.LY/API-HELP
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VIDEO: BIT.LY/CUSTOM-GA-REPORTS
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3. WHAT DO VISITORS SEARCH YOUR SITE FOR?
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SITE SEARCH: VISITORS’ WISHLIST
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SEARCH TERMS REPORT
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SIGNS SITE SEARCH IS EFFECTIVE
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HOW TO SET IT UP
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ADMIN > VIEW > VIEW SETTINGS
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4. HOW MANY PAGES DOES IT TAKE TO CONVERT?
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DAYS / VISITS TO PURCHASE EASIER
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WE’LL HAVE TO GET A LITTLE FANCY
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APPLY AN ADVANCED SEGMENT
1
2
3
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ANALYZE VISITS THAT CONVERTED
7,686/1,017 = 7.5 pgs to convert
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@AnnieCushing annielytics.com
YOU MIGHT HAVE A CRO ISSUE IF …
21,602/595 = 37 pgs to convert
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5. SHOULD YOU CONSIDER GOING RESPONSIVE?
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REPORT DRILLDOWN
Device Category
Landing Page
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REPORT: BIT.LY/MOBILE-GA-REPORT
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MY TOP MOBILE PAGES
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YEAH, I SUCK …
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6. ARE YOU TAGGING ALL OF YOUR EMAILS?
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1. DESKTOP APPS DON’T PASS REFERER DATA
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DESKTOP APPS: NO REFERER DATA
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THESE FILES ARE HEADLESS
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2. SECURE WEB MAIL PROVIDERS DON’T PASS REFERER DATA
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YAHOO IS LAME NON-SECURE
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CONFIRM WITH BOOKMARKLET
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SECURE EMAIL A DIFFERENT STORY
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@AnnieCushing annielytics.com
BIT.LY/BROWSER-BOOKMARKLET
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3. MOBILE DOESN’T PASS MUCH (MOST?) DATA
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This client definitely isn’t tagging all emails
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7. WHAT ARE YOUR TOP-PERFORMING PRODUCT CATEGORIES?
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DEFAULT REPORT IS PRODUCT
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PRODUCT CATEGORY AGGREGATES
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MAKE SURE CATEGORIES MAKE SENSE
These are stain colors, not product categories
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CUSTOMIZE: BIT.LY/GA-CATEGORIES
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8. SHOULD YOUR SITE GO MULTI-LINGUAL / -NATIONAL?
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CHECK VISITOR COUNTRIES
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… AND BROWSER LANGUAGES
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CODES: BIT.LY/LANGUAGE-CODES
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9. WHICH COMPETITORS ARE STALKING YOU?
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IMPORTANT DISTINCTION
NOTE: Network Domain is
just the domain name of the
registered service provider.
These are mostly big ISPs
like Road Runner, but larger
organizations show up as
their own ISP.
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SECONDARY WHUH?
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REPORT: BIT.LYNETWORK-PROVIDERS
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CAN ALSO CHECK FOR .GOV VISITS
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AND VISITS FROM COLLEGES
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GROUP THEM WITH A SEGMENT
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CREATE AN ADVANCED SEGMENT
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THEN APPLY TO NETWORK REPORT
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CAN EVEN VIEW LANDING PAGES
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10. ARE SITES SCRAPING YOUR SITE?
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SCRAPERS DON’T REMOVE GA CODE
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LEARN MORE
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LINKS: BIT.LY/MICROCONF-BUNDLE
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SLIDESHARE: BIT.LY/GA-QUESTIONS
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E: ANNIE@ANNIELYTICS.COM
T: @ANNIECUSHING
L: LINKEDIN.COM/IN/ANNIECUSHING
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