gomeasure sg & kl - analytics 101 presentation
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Google Analytics 101Rachit DayalPrincipal Consultant, Happy Marketer
gplus.to/rachitdayal
twitter.com/rachitdayal
happymarketer.com
www.HappyMarketer.com/GoMeasure
www.HappyMarketer.com/GoMeasure
Rachit Dayal – Profile
Principal Consultant, Happy Marketer
• Lead Consultant on all Google Analytics projects
• 12+ years of Web experience,
– SEO – Over 50 websites optimized
– SEM – $500,000 spend managed
– Conversion – $5 million of online sales
– Websites – 11+ years of experience
• Singapore’s first Google Certified
– AdWords Professional (Jan 2006)
– Analytics Professional (Mar 2009)
www.HappyMarketer.com/GoMeasure
Rachit’s Story
www.HappyMarketer.com/GoMeasure
About Happy Marketer
Google Analytics Consultants & Trainers
• 2+ years old, headquartered in Singapore
• Provides Installation, Management and Training Services
• Clients include Starhub, JobStreet, AirAsia, Phillip Capital, Tourism New Zealand
• Focused on bringing market leading thought leadership in Web Analytics to APAC
• Vibrant Training/Consulting arm – trained over 1500 professionals in less than 2 years
• Yahoo & Google Certified Partners
• Dedicated to Transparency of Processes, Progress and Billing with Clients
www.HappyMarketer.com/GoMeasure
Our Google Analytics Services
• Trainings & Workshops
– 101: Introduction & Principles
– 102: SME Web Analytics & Reporting
– 103: Web Analytics for Enterprises
– 201: Advanced Data Analysis
– 301: Advanced Tech & Implementations
• Services
– Installation (Single site, Multi-site etc)
– Setting up Profiles (Diff teams & marketing sources)
– Ecommerce Tracking, Advanced Goals & Funnels
– Troubleshooting with Data and Code Audits
– Maintenance, URL Tagging & Other Retainer Activities
www.HappyMarketer.com/GoMeasure
Agenda
1. What is Google Analytics?
2. Web Analytics Gibbrish
3. Features & Interface
4. Advanced Features
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If a tree falls in a forest …
And no one is there to hear it …
Does it make a sound?
A Tree In A Forest …
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Biggest Marketing Medium - Digital
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The Need for Web Analytics
If you have a lot of activities dedicated to sending traffic to your site …
But you can’t accurately measure the results of those activities …
Did that effort just go to waste??
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What is Google Analytics?
www.HappyMarketer.com/GoMeasure
Provides Answers to Difficult Questions
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Answers for
What browsers are they using?
Do they use Flash? What about Javascript?
Which campaigns are bringing sales?
What keywords are good for business?
What’s the ROI on my marketing investment?
Where do people drop out of our sales funnel?
marketers
designers
managem
ent
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How Google Analytics Works
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Google Analytics Tracking Code (GATC)
Web Analytics Gibberish
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Visitor (or Absolute Unique Visitor)
A visitor is uniquely identified by a Google Analytics visitor cookie
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Visit
A visit (or session) is a period of interaction between a browser and website.
Closing the browser or staying inactive for 30 minutes ends the session.
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Pageview
A pageview is counted every time a page on your website loads
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Pageviews, Visits & Visitors
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New vs Returning
New Visitors have visited for the first time
Repeat Visitors have previously visited the site
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Bounce Rate
A bounce occurs when a visitor only views one page
The bounce rate is the percentage of visitors who left after viewing just one page.
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Time on Site
Campaign Tagging
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How can I make my marketing campaigns more
effective & accountable?
How can I compare my various online marketing efforts against common
metrics?
How can I see how ad content influences
visit quality?
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Benefits of Campaign Tagging
26
1. Make advertising accountable
• Measure the effectiveness of your advertising efforts
• Export and map to ad cost data for “Return on Ad Spend”
2. See all “post-click” performance in one place
• Common metrics allow for an “apples to apples” comparison
• Integrated reporting means campaign data is available in all GA reports
3. Increase AdWords accountability*
• Tight integration with AdWords reveals more data than any other tool
• Dedicated AdWords reports in Google Analytics can aid optimization
www.HappyMarketer.com/GoMeasure
How do I tag a Destination URL?
27
1. A “Destination URL” is where your visitor will land after clicking an ad or link• example: www.mysite.com/specificlandingpage.html
2. Tags are added after the URL, and must be separated by a ? or a #• You may need to test both options to find the solution that works
for your site• Do not add a second ? or a # if you already have one of them in
your URL• example: www.mysite.com/specificlandingpage.html#
3. You must use tags that GA can recognize• The standard tags are utm_source, utm_medium, utm_campaign,
utm_term, and utm_content.www.mysite.com/specificlandingpage.html#utm_source=google&utm_medium=cpc&utm_campaign=analytics&utm_term=analytics&utm_content=tagging
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1. Campaign Name
Name – Strategic Title for Campaign
• Chinese New Year promotion (cny)
• Christmas promotion (christmas)
• Autoresponder followup sequence (autoresponder)
• Winter Olympics (winterolympics)
• Be Connected (beconnected)
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2. Campaign Medium
Medium – Online Source of Traffic
• Banner Ads (banner)
• Email Blasts (email)
• Search Advertising (cpc)
• Television Commercials (tvc)
• Direct Mail (directmail)
• Social Media (socialmedia)
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3. Campaign Source
Source – Name of specific referrer
• Google (google)
• Yahoo (yahoo)
• Facebook (facebook)
• StreetDirectory Banners (streetdirectory)
• April Newsletter (newsletter4)
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4. Term & 5. Content (both optional)
Term – Identify paid keywords
Content – Used to Differentiate Ads
• Ad with Child (childad)
• Ad with Computer (computerad)
• Ad with Guarantee (guaranteead)
www.HappyMarketer.com/GoMeasure
Example Campaign Tags: Paid Search
32
Dimension
URL Tag Recommendation
Tips
Medium &utm_medium= cpc Always use lowercase
Source &utm_source= googlebingyahoo
Exclude http://www and .comAlways use lowercase
Campaign
&utm_campaign=
campaign-namecampaign-name-ad-group
Keyword &utm_term= actual term {keyword} for Google and Bing{YSKEY} for Yahoo!
The brackets should dynamically insert the keyword. Testing may be required for this to function.
Ad Content
&utm_content= ad-headlineinternal-ad-identifier
Organic search is automatically measured with Google Analytics!
www.HappyMarketer.com/GoMeasure
Example Campaign Tags: Site Placements
33
Dimension
URL Tag Recommendation Tips
Medium &utm_medium= displaycontent-text (non-search text ads)
Always use lowercase
Source &utm_source= Actual placement name“category” (if category-targeting)nytimes.com
Exclude http://wwwAlways use lowercase
Campaign
&utm_campaign=
campaign-namecampaign-name-flight-dates
Keyword &utm_term= don’t use
Ad Content
&utm_content= ad-copy-ad-format-sizeinternal-ad-identifierad-copy-target-audience
Include good identification clues, image ads don’t appear in reports
www.HappyMarketer.com/GoMeasure
Example Campaign Tags: Social
34
Dimension
URL Tag Recommendation
Tips
Medium &utm_medium=
social Always use lowercase
Source &utm_source= social network URLshortlink-urlfacebooktwitter
Exclude http://www and .comAlways use lowercase
Campaign
&utm_campaign=
promotion-nameprogram-intent (increase-likes)
Remind your future self what you hoped to achieve
Keyword
&utm_term= don’t use
Ad Content
&utm_content= social-“seed”/endorsercontent-clue-time-date-sent
• Use link-shorteners like goo.gl or bit.ly to compress long URLs
• Don’t include personally identifiable information, like names
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Example Campaign Tags: Affiliates
35
Dimension
URL Tag Recommendation
Tips
Medium
&utm_medium=
affiliate Always use lowercase
Source
&utm_source=
affiliate-website.comaffiliate-program-name
Exclude http://wwwAlways use lowercase
Campaign
&utm_campaign=
affiliate-type
Keyword
&utm_term= don’t use
Ad Content
&utm_content=
affiliate-IDaffiliate-ID-product-name
Don’t use personally-identifiable information
• “Affiliates” could include “formal affiliate programs”, compensated bloggers, or even social programs that encourage a user to share a link with friends after they purchase
www.HappyMarketer.com/GoMeasure
Example Campaign Tags: Email
36
Dimension
URL Tag Recommendation Tips
Medium &utm_medium= email Always use lowercase
Source &utm_source= email-list-nameemail-list-description
Campaign &utm_campaign= promotion-namenewsletter-name-featured-product
Keyword &utm_term= don’t use
Ad Content
&utm_content= email-version-time-date-senttime-date-sent-target-audience• Tag all links in the email, consider adding clues in “Ad
Content” to identify specific areas in the email (headline, body, image, etc)
• Don’t include personally identifiable information, like email addresses
www.HappyMarketer.com/GoMeasure
Example Campaign Tags: Mobile
37
Dimension
URL Tag Recommendation Tips
Medium &utm_medium= mobile Always use lowercase
Source &utm_source= mobile-placement-URLapp-name (when available)mobile-network (if URL unavailable)
Exclude http://www
Campaign
&utm_campaign=
campaign-namecampaign-name-start-date
Keyword &utm_term= don’t use unless for search
Ad Content
&utm_content= ad-type-ad-headlinead-copy
for ad-type, indicate if it was text, display, local, etc
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Example Campaign Tags: Offline & Misc
38
Dimension
URL Tag Recommendation Tips
Medium &utm_medium= product-searchcommercialvideolocal
Always use lowercase
Source &utm_source= amazongoogle-product-searchofflineyoutubehuluyelp
Exclude http://www and .comFor offline, use the newspaper name or tv channel name if possible
Campaign
&utm_campaign=
commercial-campaign-namee-commerce
Keyword &utm_term= don’t use
Ad Content
&utm_content= product-namecommercial-name-offline/onlinevideo-name
For offline media, use a “vanity URL” that redirects to a URL with campaign tags
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Google Analytics URL Builder
Google Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
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Tagging the URL Builder (Step 1)
Source – Publication sending traffic (Twitter, Yelp, Facebook)
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Tagging the URL Builder (Step 2)
Source – Publication sending traffic (Twitter, Yelp, Facebook)
Medium – Type of traffic (CPC, Social Media, Email)
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Tagging the URL Builder (Step 3)
Source – Publication sending traffic (Twitter, Yelp, Facebook)
Medium – Type of traffic (CPC, Social Media, Email)
Campaign Name – Title of campaign or initative (Christmas)
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What does it finally look like?
http://www.kittensupply.com?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten
Real World Issues
44
www.HappyMarketer.com/GoMeasure
Ownership – IT vs Marketing
Who installs the code?
Who manages change requests?
Who sends out Tracking URLs?
Who sends out reports?
Who analyzes the data?
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Analytics on Every Page
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Analytics on Every Page
Check Analytics Installation Before …
• Launching a new campaign
• Requesting data on a URL
• Launching a new mini-site
• Doing a site revamp
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Default script only works for 1 TLD
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Default script only works for 1 TLD
Three versions of the script are available:
• For one TLD
– Only www.domain.com
• For one TLD and Subdomains
– www.domain.com and ecommerce.domain.com
• For multiple TLDs
– www.domain1.com and www.domain2.com
GA Features
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Today’s Guest – GoodbyeIBS.com
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Google Analytics Data
Visitors
Traffic
Content
Conversions
Features - Visitors
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Demographic Information
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Demographics - Location
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Demographics - Location
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Demographics - Language
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Behaviour Information
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Behaviour – New vs Returning
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Behaviour - Frequency
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Behaviour - Recency
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Technology Information
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Technology – Browsers
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Technology - OS
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Technology – Screen Resolution
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Technology – Mobile OS
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Social Usage
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Social - Engagement
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Mobile Usage
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Mobile – Usage & Devices
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Cool Customer Segments
Registered Users vs Non Registered Users
Logged In Users vs Non Logged In Users
Search vs Email vs Display
Business Section Readers vs Gossip Section Readers
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Detailed Visitor Profile
Features - Traffic
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Traffic Sources Explained
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Campaign Attribution
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Traffic – Incoming Sources
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Traffic - Referrals
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Traffic - Search
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Traffic – AdWords Analysis
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Traffic – Other Mediums To Track
Email Marketing
Social Media Marketing
Site Placements & Partnerships
Display Ads
Radio/TV Ads
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Traffic - Summary
Features - Content
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Site Content
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Content – Popular Pages
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Content – Landing Pages
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Content Exit Pages
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Content – Site Search
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Content - Site Speed
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Content – Site Search Usage
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Content – Site Search Terms
Scenarios
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Content - Events
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Events - Flash & Movies
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Events - Downloads
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Events – Rich User Interfaces
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Content – AdSense
Features - Conversions
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Conversions - Goals
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What is a Goal?
In Google Analytics, a goal represents a website objective, such as:
• A page viewed by the visitor once they have completed a desired action
• A specified amount of time spent by the visitor on the website
• A specified number of pages viewed by the visitor on the website
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Examples of Goals
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Possible Goals
Ecommerce Sales
Software Download
Account Signup
Contact Form
White Paper Downloads
Flash Events (Audio/Video plays)
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Goals in Reports
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Funnels – Why Define Them?
A series of pages through which a visitor must pass before reaching the goal
A funnel allows you to:
• Examine where visitors enter and exit the conversion process
• Eliminate bottlenecks in your process
• Identify which site paths lead to most goal completions
• Use your findings to test changes on the site
www.HappyMarketer.com/GoMeasure
Conversions - Ecommerce
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Happy Marketer’s Clients
www.HappyMarketer.com/GoMeasure
Our Google Analytics Services
• Trainings & Workshops
– 101: Introduction & Principles
– 102: SME Web Analytics & Reporting
– 103: Web Analytics for Enterprises
– 201: Advanced Data Analysis
– 301: Advanced Tech & Implementations
• Services
– Installation (Single site, Multi-site etc)
– Setting up Profiles (Diff teams & marketing sources)
– Ecommerce Tracking, Advanced Goals & Funnels
– Troubleshooting with Data and Code Audits
– Maintenance, URL Tagging & Other Retainer Activities
THANK YOU
gplus.to/rachitdayal
twitter.com/rachitdayal
happymarketer.com