Grow Your Business With Google Analytics

With Dean LevittFounder, Teacup Analytics

dean@teacupanalytics.com

Grow Your Business with Google AnalyticsA Google Analytics Mini-course For Small Businesses

Who Am I?A curriculum vitae of sorts

• Born and raised on a farm in South Africa, near Johannesburg

• Built Mad Mimi, acq. by GoDaddy in 2014 and was on the team that built GoDaddy

Email Marketing

• Previously Chief of Culture for Mad Mimi & Director of Online Support for GoDaddy

• Founder of Teacup Analytics

• I currently live in Tel Aviv, Israel

• I run, surf and travel

Who Cares About Web Analytics?

Hopefully, You Do!Analytics are super helpful and you should totally care about it

Who are my visitors?

How often do they visit my site?

Where do my visitors come from?

How many of my visitors are new to my site?

Where do my visitors live?

Which pages do visitors like on my website?

Which pages attract my most engaged visitors?

Do visitors do what I’d like them to do?

Ok, Let’s Actually Get Started!

Tools And StuffWhat if I use WordPress or something?

• If you use WordPress, I recommend Google Analytics by MonsterInsights to install

your Google Analytics code.

• Shopify, Etsy, Squarespace, Wix etc. all have their own Google Analytics integrations

that need your tracking ID:

A Neat Trick! Tricking The Spam Referrers In One Easy Step!

• There are evil spammers who pretend to “refer” your website

• This can ruin your data and trick you into clicking their spammy links

A Neat Trick! Tricking The Spam Referrers In One Easy Step!

• There are evil spammers who pretend to “refer” your website

• This can ruin your data and trick you into clicking their spammy links

A Neat Trick! Tricking The Spam Referrers In One Easy Step!

• There are evil spammers who pretend to “refer” your website

• This can ruin your data and trick you into clicking their spammy links

A Neat Trick! Tricking The Spam Referrers In One Easy Step!

• Most Google Analytics properties end in -1

• By ending yours in -2, you minimize the likelihood of spam referrals finding you.

• It’s not fool-proof but it works as well as complicated filtering techniques.

A Neat Trick! Tricking The Spam Referrers In One Easy Step!

• Most Google Analytics properties end in -1

• By ending yours in -2, you minimize the likelihood of spam referrals finding you.

• It’s not fool-proof but it works as well as complicated filtering techniques.

Another Neat Trick! Making sure you’re not muddying the water yourself

• You know how you hang out on your own site? Well, it can skew your data!

• Filtering out your own IP address keeps your data accurate

• First google “what is my IP address?” then paste it here:

Another Neat Trick! Making sure you’re not muddying the water yourself

A Tiny GlossaryYou might already know this but…

• Goals – A goal is a desired activity that a site visitor might take

• Conversion – When a site visitor completes an activity (a goal)

• Channel – This is a source of web traffic e.g. Organic search, social media, referral

• Action – Something the business does to grow or improve their site experience

• Analytics – The discovery and interpretation of data

• Data - Individual pieces of information

• Analysis – The process of breaking a complex topic into smaller parts to better

understand it

Goooooooaaaaaaaaaallllll!!!!

Goooooooaaaaaaaaaallllll!!!!

It’s Good To Have A GoalWait, are we talking about sports now?

• A goal is a Google Analytics feature that let’s you track:

• How many people take a certain action or reach a certain page

• How many people stay for a minimum amount of time

• How many people view a minimum amount of pages on your site

It’s Good To Have A GoalWait, are we talking about sports now?

• A goal is a Google Analytics feature that let’s you track:

• How many people take a certain action or reach a certain page

• How many people stay for a minimum amount of time

• How many people view a minimum amount of pages on your site

• Goals are a way for you to keep score!

It’s Good To Have A GoalWait, are we talking about sports now?

• A goal is a Google Analytics feature that let’s you track:

• How many people take a certain action or reach a certain page

• How many people stay for a minimum amount of time

• How many people view a minimum amount of pages on your site

• Goals are a way for you to keep score!

It’s Good To Have A GoalWait, are we talking about sports now?

• A goal is a Google Analytics feature that let’s you track:

• How many people take a certain action or reach a certain page

• How many people stay for a minimum amount of time

• How many people view a minimum amount of pages on your site

• Goals are a way for you to keep score!

• This score is called your conversion rate

• What percentage of site visitors do what I want them to do?

So What? Why Do I Need Goals?Why is keeping score important?

• Without keeping score, you can’t judge good traffic from bad traffic

• Goals help you find what works, and what doesn’t

So What? Why Do I Need Goals?Why is keeping score important?

• Let’s look at an example. Below are four traffic channels. Your goal is a purchase of

your e-book for $10. Which channel is most valuable?

Organic searchDirect Referral Social

So What? Why Do I Need Goals?Why is keeping score important?

• Let’s look at an example. Below are four traffic channels. Your goal is a purchase of

your e-book for $10. Which channel is most valuable?

Organic searchDirect Referral Social

So What? Why Do I Need Goals?Why is keeping score important?

• What about now?

• Which channel is most valuable?

Organic searchDirect Referral Social

8,000 visits10,000 visits 5,000 visits 3,000 visits

So What? Why Do I Need Goals?Why is keeping score important?

• How about now?

• Getting any ideas yet?

Organic searchDirect Referral Social

8,000 visits10,000 visits 5,000 visits 3,000 visits

2% conv. rate1% conv. rate 10% conv. rate 10% conv. rate

So What? Why Do I Need Goals?Why is keeping score important?

• Let’s make this more real

• And look at the same data from a different perspective

Organic searchDirect Referral Social

8,000 visits10,000 visits 5,000 visits 3,000 visits

160 e-books100 e-books 500 e-books 300 e-books

So What? Why Do I Need Goals?Why is keeping score important?

• Yup, you’ve got it!

• Good job, referral traffic

Organic searchDirect Referral Social

8,000 visits10,000 visits 5,000 visits 3,000 visits

$1,600$1,000 $5,000 $3,000

Ok, What Goals Should I Set Up?And how many goals are enough?

• Keep it simple and only set up a handful of goals at most!

• Pick the key action that a visitor could take that helps define success for you

• If you can tie it to revenue, then it should be a goal:

• Purchasing something

• Subscribing to an email list (because you can sell later)

• Pageviews, if you have advertising on your site

• Avoid vanity goals, like time on site, if it’s not directly tied to an action or revenue

• Let’s go set up a goal…

Google Analytics Crash Course

So, What Do I Need To Know?Actually, there’s not a lot to it

• Dimensions are words, not numbers

• City, landing page, device type, user type

• Metrics are numbers, not words and provide the quantitative measurements

• Sessions, pages per session, conversions, time on site

• So, you start with a dimension, like New visitors

• The metrics tell you how many new visitors you had, how many converted, how

many pages they visited

So, What Do I Need To Know?Actually, there’s not a lot to it

• Dimensions are words, not numbers

• City, landing page, device type, user type

• Metrics are numbers, not words and provide the quantitative measurements

• Sessions, pages per session, conversions, time on site

• So, you start with a dimension, like New visitors

• The metrics tell you how many new visitors you had, how many converted, how

many pages they visited

So, What Do I Need To Know?Actually, there’s not a lot to it

• Google Analytics groups dimensions and metrics into buckets:

AcquisitionAudience Behavior Conversions

Who are my visitors?

How often do they visit my site?

Where do my visitors come from?

How many of my visitors are new to my site?

Where do my visitors live?

Which pages do visitors like on my website?

Which pages attract my most engaged visitors?

Do visitors do what I’d like them to do?

A Very Quick Tour Of Google Analytics(live demo)

Let’s Talk About Teacup

What Is Teacup Analytics?Teacup Analytics Simplifies Google Analytics for Small Businesses

• Launched in March 2016

• Teacup Analytics makes Google Analytics data simple and understandable

• Library of over 30 analyst-crafted reports

• Innovative grading system that qualitatively analyzes web traffic

• Monitors the impact that actions have on performance

What Is Teacup AnalyticsAll your Google Analytics data but easier

• Over 30 pre-built reports

• Data is organized into answers

• Grades are calculated unique to

you

• Less is more

• Can create custom reports

• Vast amounts of data to explore

• Google Analytics has competitive

benchmarking

• Lots and lots

A Very Quick Tour Of Teacup Analytics(live demo)

Let’s Become Analysts

Easy Analysis and ActionThe quickest way to find actionable insight

• All analysis boils down to three possible actions

Easy Analysis and ActionThe quickest way to find actionable insight

• All analysis boils down to three possible actions

• Action 1: Do nothing!

Easy Analysis and ActionThe quickest way to find actionable insight

• All analysis boils down to three possible actions

• Action 1: Do nothing!

• Volume is insignificant and results are poor

• Not worth time and effort

• Too hard to make an impact with current resources

Easy Analysis and ActionThe quickest way to find actionable insight

• All analysis boils down to three possible actions

• Action 1: Do nothing!

• Action 2: Optimize!

Easy Analysis and ActionThe quickest way to find actionable insight

• All analysis boils down to three possible actions

• Action 1: Do nothing!

• Action 2: Optimize!

• Traffic volume is significant but conversions suck i.e. low quality

• This is a leaky bucket, with holes you should plug before adding water

• You’re improving for results, and not worrying about volume

Easy Analysis and ActionThe quickest way to find actionable insight

• All analysis boils down to three possible actions

• Action 1: Do nothing!

• Action 2: Optimize!

• Action 3: Grow!

Easy Analysis and ActionThe quickest way to find actionable insight

• All analysis boils down to three possible actions

• Action 1: Do nothing!

• Action 2: Optimize!

• Action 3: Grow!

• Traffic volume is low but has great conversion rates, i.e. high quality

• Ripe for growth because the bucket is water-tight

Finding Those Opportunities

So How Do I Actually Act On This Stuff?

Acting Is As Easy As PieJust ask the experts

• Once you’ve found the opportunity to act, whether it’s growing or improving

something, it’s time to act

• How do you know what to do? Ask Google.

• Seriously, that’s all.

The True Analyst Asks Questions

To Act: Ask And AnswerThis is where we return to high school

• Remember the scientific method from high school?

To Act: Ask And AnswerThis is where we return to high school

• Remember the scientific method from high school?

To Act: Ask And AnswerThis is where we return to high school

• Remember the scientific method from high school?

• Acting on data means stating a hypothesis or asking a question

• If I do X, then I think Y will happen

• If I change A, will B improve?

• Then, once you act, you need to measure the results

• Here’s how we do this in Teacup:

Rinse And RepeatIt’s a continuous loop of improvement

GrowImprove Improve Success!

Rinse And RepeatIt’s a continuous loop of improvement

GrowImprove Improve Success!

By Dean LevittFounder, Teacup Analytics

dean@teacupanalytics.com

Any Questions?