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Google Analytics 101 Bertrand Tay bit.ly/clicktruega
Google Confidential and Proprietary 2
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
UI Overview - Find your way around Google Analytics
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Initial Screen When you first login to your Google Analytics account, you’ll see a screen
similar to the one below. In this screenshot, the user has access to 5 Google Analytics accounts and 6 profiles. Click on the name of the profile you would like to access.
You can also toggle to your other Analytics accounts using the drop-down menu at the top right of the page.
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Report Interface
Upon clicking on a Profile, you’ll be taken to the Visitors Overview Report.
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• Visitors - Visitor information such as loyal, language, and location
• Advertising - AdWords Campaign reports and performance
• Traffic Sources - Natural and paid sources of traffic
• Content - Pages viewed
• Conversions - Goal conversion rates and goal paths - Ecommerce tracking, visitor loyalty, revenue sources and product specific information
Report Structure
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Categories
Google Analytics has over 80 reports to help you gauge your site's performance
1. Visitors This section provides information on visitor interaction with your site, the type of visitors, and information about how they are viewing your site.
2. Traffic Sources Find out how different offline or online sources sent traffic to your site. View which sources are driving the most traffic to your site and spot trends from the provided graphs and charts.
3. Content These reports are all about the pages in your site and how visitors interacted with each one. Use the data here to find time on page, landing and exit page information, and a navigation summary for pages.
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Categories
4. Goals If you've set goals for your Analytics account, then you should see data in these reports.
5. Ecommerce For Ecommerce site owners, these reports give extremely helpful information on the revenue, transaction, and ecommerce activity on a site. There's a whole section on product performance to view your top-selling product, right down to the SKU number.
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Setting The Report Date
To change your date range, click the arrow next to the active date range displayed at the upper right of all reports.
You can then use the calendar to select a new date range.
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Comparing Date Range
You can also select a date range to compare to the current selected date range. You should use a comparison date range to see how your site is performing month over month, year over year or even from one day to another.
The date range and comparison date ranges you select will apply to all your reports and graphs. You can also change your date range selection by Day, Week or Month in the Date Range dropdown menu.
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Scorecards
• Nearly every report contains a short narrative that summarizes the traffic that’s included in the report.
• The scorecard provides metric aggregates and averages for the traffic.
• Each box in the scorecard contains a question mark button. Hovering your mouse over it opens a small window that explains how the metric is calculated.
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Report Tabs
Most reports provide tabs that show different sets of data.
• The Site Usage tab shows metrics such as the number of pages viewed per visit, the average time on site, and the bounce rate.
• The Goal Conversion tab (if goals have been set) shows the conversion rates for each of your goals.
• The Ecommerce tab shows you metrics such as Ecommerce revenue, number of transactions, and average value.
• The AdWords Campaigns reports have an additional tab called Clicks. This tab contains AdWords related metrics such as clicks, cost, revenue per click and ROI.
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Search Function
The search box helps you filter out relevant data.
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Dashboard
• The dashboard is where you put all the summary information about your site that you want to see at a glance.
• To add a report to the dashboard, click on the +ADD WIDGET button.
• Position the report summaries however you like and delete the ones you don't need.
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Where Are We Today…and Where Are We Going?
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1995 2007 2050?
Digital Media $
Non-Digital Media
Today
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Why Is Your Business Online?
• Why does your website exist?
• What are you hoping to accomplish for your business by being on the web?
• What are the three most important priorities for your website?
• What are your desirable outcomes?
Clarity is very important – prevents wallowing in data.
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Google Confidential and Proprietary 18
Agenda
1 Business Objectives & Goals
2 Improve Your Reach & Impact
3 Know What People Like & Want
4 Q&A
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Business Objectives & Goals - Identifying Business Objectives
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Business Objectives Should Be DUMB
• Doable – Easily actionable
• Understandable – Simple to understand
• Manageable – Plan your resources wisely
• Beneficial – Beneficial to company, customers, stockholders
Make sure your Business Objectives fit the above criteria
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KPIs in Google Analytics = METRICS
In Google Analytics, a KPI is a metric that helps you understand how you are doing against your objectives.
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Business Objective Example 1
Objective: Increase profitability for online booking
Goal: Sell more rooms
Not a good KPI: Time-on-site, Pages/Visit
Great KPI: Average Order Value, Cost-Per-Transaction,
Target: 10% increase in average order value, 5% decrease in cost-per transaction
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Business Objective Example 2
Objective: Profitable Web Newspaper
Goal: Engaged Visitors
Not a good KPI: Daily Unique Visitors
Great KPI: Visitor Loyalty, number of ads clicked
Target: 70% Returning Visitors, 1% of impressions
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Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Business Objectives & Goals - Goals In Google Analytics - Setting Up Goals
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Goal Overview
Goal Overview Page: SPHM Micro and macro goals
Setting up Goals
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Setting Up Goals
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Agenda
1 Business Objectives & Goals
2 Improve Your Reach & Impact
3 Know What People Like & Want
4 Q&A
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Improve Your Reach & Impact - Measure and improve your online marketing efforts with Google Analytics.
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How can I make my marke.ng campaigns more effec.ve & accountable?
How can I compare my various online marke.ng efforts against common metrics?
How can I see how ad content and keywords influence visit quality?
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Tight integra+on with AdWords reveals more data than any other tool.
Now I know my ROI and the effec+veness of my adver+sing efforts..
See all “post-‐click” performance in one place
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Improve Your Reach & Impact - Analysing campaigns and how to tag them
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Campaign Measurement in Google Analy+cs
1. Campaign measurement is performed by adding tags to your destination URLs
2. Without a tag, all visitors appear to come through “organic”, “referral”, or “direct”
3. All campaigns need to be tagged in order to be tracked in Google Analytics
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Individual URL Builder:
hJp://goo.gl/4LiMV
(or search Google for “analy.cs url builder”)
Bulk URL Builder:
hJp://goo.gl/MiytW
(Google Docs Spreadsheet)
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Analyzing Campaigns
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Google Confidential and Proprietary
Analyzing Campaigns
Comparing conversion performance
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Analyzing Campaigns
Drilling into campaigns
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Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Improve Your Reach & Impact - The New Multi-Channel Funnels
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MCF Demo
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Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Improve Your Reach & Impact - How we optimised a client’s AdWords campaign and increased conversions by 114%
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1 month delay
Problem: Non real-time analysis
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Sign-ups via enquiry form
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Solution: Integrating Google AdWords and Google Analytics
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Step 1 – Linking AdWords + Google Analytics
Link the Google AdWords account to the Google Analytics account
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Step 2 - Define goals within Google Analytics
We defined a goal in their Google Analytics account as visitors who arrived at a “Thank You” page after submitting their contact details.
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Step 3: Taking action by optimising keywords
• No longer just about clicks and cost-per-click
For example, when we first ran the campaign, the keyword “CCTV” generated the most number of clicks. We needed to find out if this keyword was effective in producing qualified leads. On closer inspection, we saw that the keyword “CCTV” was performing poorly in terms of bounce rate and conversion rate.
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Step 3: Taking action by optimising keywords
To help optimise the performance of this keyword, we analysed the actual search query used by visitors that contributed to goal conversions. For example, visitors who searched for “CCTV Singapore” and clicked on the client’s ads were more likely to sign-up and convert.
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Step 3: Taking action by optimising keywords
Through the use of better defined keywords, such as with appropriate keyword matching, we obtained:
Conversion Rate – increase from 1.55% to a range of 1.96% to 25% and a corresponding increase in ROI of at least 66%.
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Your Valuable Takeaways
• Setting goals allows us to measure site performance and understand whether we are being successful or where we need to improve.
• Linking AdWords and Google Analytics accounts allows us to assess paid traffic performance in terms of bounce rates and conversion rates.
• Analyse your Google Analytics data on a regular basis and take immediate actions to experience real-time gains.
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Google Confidential and Proprietary 47
Agenda
1 Business Objectives & Goals
2 Improve Your Reach & Impact
3 Know What People Like & Want
4 Q&A
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Know What People Like & Want - Understanding the importance of segmenting your data
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We Are Different
• Averages give you average data.
• Aggregate data does not provide sufficient insights. Segmentation overcomes this problem.
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Segments
• Advanced segmenting allows you to see a particular portion of your site’s traffic in Google Analytics.
• Allows you to analyse reports based on a certain set of visitor attributes.
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Conversion Overview Page With Advanced Segments [SlideContent]
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Segmenting Is Easy With Google Analytics
Default Segments + Custom Segments
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Setting Up A Custom Segment
4 easy steps.
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Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Know What People Like & Want - Let’s get social!
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Social Engagement
Like, +1, and Retweet buttons have become commonplace on websites. Are you measuring how effective social engagement is on your site?
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Social Engagement Report
The Social Engagement report lets you see how site behavior changes for visits that include clicks on +1 buttons or other social actions. This allows you to determine, for example, whether people who +1 your pages during a visit are likely to spend more time on your site than people who don’t.
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Social Actions Report
Analyse the number of social actions (+1 clicks, Tweets, etc) taken on your site, all in one place.
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Social Pages Report
Find out which content visitors engaged with the most.
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Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
Know What People Like & Want - Understanding Mobile users
Google Confidential and Proprietary
Mobile Reports
The Mobile Overview report shows the simple breakdown between mobile traffic and non-mobile traffic.
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Mobile Overview Report
Although mobile conversion numbers are usually lower than traditional computers, they can no longer be ignored.
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Mobile Device Report
The Mobile Device Report provides information about the various mobile devices that visit your site.
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Mobile Operating System
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Agenda
1 Business Objectives & Goals
2 Improve Your Reach & Impact
3 Know What People Like & Want
4 Q&A
Questions?
bit.ly/clicktruega
Background • The mobile internet is today’s main driver of growth in time
spent online.
• Its rapid adaptation by consumers will offer opportunities to establish significant revenue streams.
• Gaining deep insight into usage patterns provides the base and starting point of offering products, services as well as information satisfying true customer demands.
clickTRUE’s Google Analytics Training Solution - Tailored hands-on consultation
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• Understand client’s problems and objectives
• Site Audit
The Process
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1. Think-tank Session
2. Crafting and Grafting
3. Interactive Training Session
• Create GA Account
• Studying existing GA Data (if any)
• Relevant handouts
• Formulate a custom training session
• Provide insights and tailored solutions
• Provide hands-on training for staff
• Cultivate a Google Analytics Culture
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Interested?
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bit.ly/clicktruega
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