gleaning insights from goals
DESCRIPTION
Learn about the importance of setting up goals for your business and the reports and advanced segments you can use to effectively assess your marketing strategies.TRANSCRIPT
Google Confidential and Proprietary 1
Gleaning Insights from Your GoalsEffectively measuring your business objectives
Stephanie HsuGoogle Analytics Specialist
Google Analytics Master Class 2010 #gamc
Google Analytics Moving Upmarket
Feature Richness
• Free hosted Analytics
• Integration: AdWords
• PDF Export
• Scheduled Email
• Cross-segmentation
• Redesigned Look & Feel
• Site Search Analytics
• Event Tracking
• Industry Benchmarking
• Data Sharing Settings
• Offline Ads Reporting: Audio / TV / Print
• 25 Languages support
• Custom Reporting
• Advanced Segmentation
• Motion Charts
• External Data API
• Tracking for Adobe Flash
• Integration: AdSense
Urchin Software
• Intelligence
• Customizable Alerts
• Annotations
• Pivoting
• Unique Visitors
• Multiple Custom Variables
2006
2007
2008
2009
Accessibility Usage ???
Google Analytics Master Class 2010 #gamc
Data Rich, Information Poor
Daily Visitors Organic traffic
Visitor Loyalty Time on Site DomainsLaunguage
User Defined
Campaign Tagging Cost Data Linking
Content by title
Regex Filters Account Mangement
CPC Clicks Keywords
Site Comparison Benchmarking
Motion Charts Depth of Visit Content Drilldown
Funnel Visualization
Map Overlay Dashboard Annotations
Date Comparison
Referrers Pie Charts
Pivot Tables Operating System
Browser and Platform Multiple Variables
Java Enabled Site Overlay
% Returning Visitors Reverse Goal Path
Pages/Visit Advanced Segments
Custom Reports
Source/Medium
Browser and Platform Multiple Variables
Java Enabled Site Overlay ROI
Goal Tracking Reverse Goal Path
Pages/Visit
Advanced Segments
Custom Reports Source/Medium
Goal 1
Mobile traffic Tracking
Event Tracking
Google Analytics Master Class 2010 #gamc
Data Rich, Information Poor
Goal 1
Daily Visitors Organic traffic
Visitor Loyalty Time on Site DomainsLaunguage
User Defined
Campaign Tagging Cost Data Linking
Content by title
Regex Filters Account Mangement
CPC Clicks Keywords
Site Comparison Benchmarking
Motion Charts Depth of Visit Content Drilldown
Funnel Visualization
Map Overlay Dashboard Annotations
Date Comparison
Referrers Pie Charts
Pivot Tables Operating System
Browser and Platform Multiple Variables
Java Enabled Site Overlay
% Returning Visitors Reverse Goal Path
Pages/Visit Advanced Segments
Custom Reports
Source/Medium
Browser and Platform Multiple Variables
Java Enabled Site Overlay ROI
Goal Tracking Reverse Goal Path
Pages/Visit
Advanced Segments
Custom Reports Source/Medium
Mobile traffic Tracking
Event Tracking
Google Confidential and Proprietary
Google Analytics Master Class 2010 #gamc
Defining Goals: How do you measure success?
Primary Goals
Completed orders
E-Commerce
Visits with uploads
Content Sharing
Visits with donations
Non-Profit
Feed subscribers
Blog
Google Analytics Master Class 2010 #gamc
Primary goal conversions
Primary Goals
How do you measure success here?
+ Your Opportunity
Google Analytics Master Class 2010 #gamc
% completed orders
Different Visits, Different Purposes
product research
account signup
support
abandoned checkout
bounced
Are users engaged with the content?
Were users able to find the right contact info?
Why?
What influenced users to signup for accounts?
Google Analytics Master Class 2010 #gamc
How do you measure success?
Primary & Secondary Conversions
Completed orders
+ product research
+ account signups
+ calls to support
E-Commerce
Visits with uploads
+ premium signups
+ pages / visit
+ referrals from twitter
Content Sharing
Visits with donation
+ volunteer signups
+ brochure downloads
+ visits to events pages
Non-Profit
Feed subscribers
+ visits with comment
+ ad clicks
+ uplift in clicks to main site
Blog
Google Analytics Master Class 2010 #gamc
Optimize secondary goals to drive primary conversions
Google Analytics Master Class 2010 #gamc
Google Analytics Master Class 2010 #gamc
How can I measure goals using Google Analytics?
Completed orders
+ product research
+ account signups
+ clicks to support
E-Commerce
Google Analytics Master Class 2010 #gamc
Expanded Goals
4 20
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Google Analytics Master Class 2010 #gamc
Setting up: Time on Site goals
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Powerful. Flexible. Intelligent.
Google Analytics Master Class 2010 #gamc 15So What?
Google Analytics Master Class 2010 #gamc
Funnel Visualization Report
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Google Analytics Master Class 2010 #gamc
How much hard work do you put in
to deliver visitors to your conversion flow only for them to
leave?
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Google Analytics Master Class 2010 #gamc 18
Google Analytics Master Class 2010 #gamc
Funnels
Your Visitors
Your Customers
Google Analytics Master Class 2010 #gamc 2020
Funnels – Registration Process
Google Analytics Master Class 2010 #gamc 21
Creating Funnels to Capture Your Conversion Flow
Google Analytics Master Class 2010 #gamc
Identify and Fix Bottlenecks in Your Funnels
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Google Analytics Master Class 2010 #gamc
Hourly Conversion Report
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Google Analytics Master Class 2010 #gamc 24
Ad Scheduling & Budgeting
Google Analytics Master Class 2010 #gamc 25
Ad Scheduling & Budgeting
weekdays weekends
Google Analytics Master Class 2010 #gamc
Traffic Sources Report
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Google Analytics Master Class 2010 #gamc 27
Analyze All Marketing Campaigns
Determine which marketing initiatives are driving the best
traffic to your site
Banner Advertising
Search Marketing
Email Marketing
SEO, Referrals, Affiliate Programs & Offline
Google Analytics Master Class 2010 #gamc
Google Analytics Master Class 2010 #gamc
Manual Tagging
http://sites.google.com/site/gamasterclass/rsvp?utm_source=email&utm_medium=link&utm_campaign=Invitation
link
invitation
Google Analytics Master Class 2010 #gamc
Traffic Sources Report
Google Analytics Master Class 2010 #gamc 31
The Power of Advanced Segmentation
Aggregate data works on the assumption that all site visitors are identical.
Google Analytics Master Class 2010 #gamc
Who are my most valuable customers?
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Google Analytics Master Class 2010 #gamc
Google Analytics Master Class 2010 #gamc
Google Analytics Master Class 2010 #gamc
Google Analytics Master Class 2010 #gamc
Google Analytics Master Class 2010 #gamc
Recap – Gleaning Insights from Goals
Why does my website exist?
(Primary and Secondary) Goals
Where am I losing visitors?
How can I optimize for fluctuations in conversion traffic?
Which marketing initiatives are most effective?
Funnel Visualization, Hourly Conversion, & Traffic Sources Reports
How do I best target my different customer segments?
Advanced Segmentation
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Google Analytics Master Class 2010 #gamc
“If you can’t measure it, you can’t improve it.” – Lord Kelvin
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Google Confidential and Proprietary
Thank You!
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