analytics basics

ANALYTICSBASICS

About UsHaden Interactive builds, optimizes, and manages WordPress websites for large and small organizations on four continents.

WWW.HADENINTERACTIVE.COMHaden InteractiveAddress: 1337 E. Ash, Fayetteville, ARPhone: 479.966.9761Email: info@hadeninteractive.com

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Our Team

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Meet us here at WordCamp or at www.hadeninteractive.com

Rebecca Rosie Gideon Brittany

The most effective way to use analytics:find the answer to a question.

Example #1: A CPG Manufacturer

Web traffic increases, but sales don’t. What’s up?

• Identify a signal of intent to buy. • Measure increase in that signal.• Discover that only 35% of visitors have

access. • This is a distribution, not a marketing

issue.

Example #2: B2B E-Commerce

Looks like bing brings big spenders.Should we optimize for bing?• Looking at big spenders shows a lot

of bing users. • Looking at bing, not big spenders,

doesn’t show higher conversion rates or purchases overall.

• Visits from corporate centers are followed by purchases by vendors in the same city.

• It’s not bing, it’s the corporation.

Who’s visited?Executive office of the president:Visits: 17Unique Visitors: 12Pageviews: 77

Senate.gov:Visits: 29Unique Visitors: 23Pageviews: 139

House.govVisits: 336Unique Visitors: 70Pageviews: 1,939

Example #3: Thought Leader

Are we influencing people, or just getting traffic?How do we know?

We can say confidently: this is not typical.

With no question, we often just look for good news.

1. Come up with a question – something you’d like to know about your website.

2. As we look at reports, decide which reports might give you the answer.

What’s Your Question?

Major Reports

There are 4 primary reports and each has a lot of sub-reports

Audience Reports

Overview

Sessions, Users, Pageviews

Miles, Jorge, Lucy, and Svetlana visited www.example.com. Each of the men visited twice and looked at three pages each time, while each of the women visited three times and looked at one page each time. Svetlana looked at the same page each time, while Lucy looked at a different page on each visit.

How many Pageviews did www.example.com receive?

18

Check Understanding

User Explorer

Demographics

Interests

Geo Language

Geo Location

Overview All Traffic AdWords Search Console Landing Pages Countries Devices Queries Social Campaigns

Acquisition Reports

Traffic Sources

Source and Medium

Landing Pages Report

Query Report

Overview Behavior Flow Site Content Site Speed Site Search Events Publisher Experiments In-Page Analytics

Behavior

Behavior Flow Report

Site Content> All Pages

Conversions Reports

You must set up goals in order to see any of these reports.

Goals

Top Conversion Paths

• Identify a customer behavior.• Identify an online action that

shows the behavior or a sign of intention.

• Make sure your website offers a way to track the behavior:

• A URL visited• A length of time on site.• An item downloaded.• Set up a goal in Google Analytics.

Once you identify a goal…

Set up a goal in Google Analytics

Describe your goal

Add goal details and create goal

Segments

Set up a segment

Once you get to know what’s happening at your website, you can improve your website. •Make changes at the website to encourage the behaviors we want to increase.•Fix areas of confusion or abandonment.•Use what we learn about visitor acquisition to make the best allocation of resources.Continue to monitor and respond, because things change.

Then what?

Thank you for your attention !@REBECCAHADENREBECCA@HADENINTERACTIVE.C

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