GOOGLE ANALYTICS
GOOGLE ANALYTICS
• DEFINITION: Digital Analytics is the analysis of qualitative and
quantitative data from your business and your competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes, both offline and online
• TRADITIONAL LIFE CYCLE OF CUSTOMER1. Awareness – creating awareness2. Acquisition- Acquiring interest 3. Engagement – engaging potential customers4. Conversion – sales 5. Retention – retaining customers
• INTERNET MARKETING With Digital Marketing, customers speed of
engagement and conversion has dramatically increased thus making the traditional customer cycle obsolete.
Thus we need to analyze the customer and not from which channel he is coming from ….
To analyze this digital explosion of data we need our Analytics program to be
1. Reliable2. Easily Accessible 3. Holistic4. Give Real Time analysis
• Quantitative Data1. Size of your market2. Geographic location of customer3. Performance of your online marketing4. What people do once they visit your website
• Now Google Analytics can trap information from
1. Mobile applications2. Cloud connected point of sales systems3. CRM systems 4. Video Game Systems and consoles5. Home appliances
• QUALITATIVE DATAFocuses on WHY ?1. Why customers came to your site ?2. Were they able to complete their intended
task ?3. Why they were or not able to complete their
task ?
ONLINE BUSINESSES NEED TO HAVE CLEAR STRATEGY DEFINED
BUSINESS OBJECTIVE MEASURABLE OUTCOME
ECOMMERCE SELL PRODUCTS
LEAD GENERATION CONTACT INFO OF POTENTIAL CUSTOMERS
BRANDING AWARENESS AND ENGAGEMENT
CONTENT PUBLISHING ADS SHOWN TO VISITORS
ONLINE SUPPORT GIVE TIMELY INFO
• NEED TO MEASURE TWO TYPES OF CONVERSIONS
1. Macro Conversion – reaching final objective, like buying your product
2. Micro Conversion – does not buy your product but clicks on tab to receive gift coupons
• IMPROVING PROCESS 1. Measurement – how many people are completing your
objectives.- Where along the way they are dropping off
before completion
2. Reports – package all data collected into a readable format so that the decision makers can study it and draw conclusions.
3. Analysis – finding out why sales objectives were or were not achieved.
4. Test – try out different solutions to improve performance
5. Improve- learn from this whole process and use this knowledge in future.
• CORE ANALYSIS TECHNIQUES1. SEGMENTATION- helps to isolate and analysis
sub sets of your data for deeper analysis. -which marketing channel is working best for
you- Which traffic is driving most conversions-Traffic
Source Report
YOU CAN SEGMENT DATA BY - Date and Time ….- Device….- Marketing Channels…- Geography…..- Kind of customers, repeat or first time
customers….
• CONTEXT - EXTERNAL CONTEXT – can compare your
performance to industry standards - INTERNAL CONTEXT – compare you
performance to historical performance of your company.
• CONVERSIONS AND CONVERSIONS ATTRIBUTION
• MICRO AND MACRO CONVERSIONS• Micro Conversions – Indicators that leads to
final sale/conversion• Macro Conversions – Final point of
Sale/Conversion
• ATTRIBUTIONS- Assigning credit to the conversion.- Helps us to understand the “monetary value or
importance of each marketing channel” 1. Last Click Attribution – full value of the transaction is
given to the final channel. 2. First Click Attribution – full value is given to the first
channel 3. Linear Attribution – all channels get equal
importance
• CREATING MEASUREMENT PLANS1. You first need - To understand goals and objectives of your
business- Understand and decode analytically info- Implement and use Google Analytics
program.
• BUILDING YOUR ANALYTICS INFRASTRUCTURE1. Define your measurement plan2. Document technical infrastructure3. Create implementation plan4. Implement5. Maintain and refine
• 5 STEPS TO MEASUREMENT PLANNING1. Document business objectives2. Identify strategies and tactics3. Choose Key Performance Indicators(KPI)4. Choose Segments5. Choose targets
• EXAMPLE 1. You have website plus stores where you sell
eco friendly cotton bags.2. You have also created a mobile app for selling
these bags3. You maintain a blog to give info and
advantages of using eco friendly products.
BUSINESS OBJECTIVES :1. To sell the bags2. Help people understand the use of eco
friendly products and why they should not use plastic bags
• FIRST STRATEGY – TO SELL BAGSTactics – Sell online , Drive people to our stores,
blog engagement.KPI – revenue, avg sale per customer(online
sales) , store locator software, printing of coupons ( offline sales) , frequent and recent visits to blogs, how many liked the blog on social sites or recommended our blog on social sites.
• SEGEMENTS1. Marketing channels- search , display , email
and social 2. Customer type – new and returning
customers3. Geography – which stores are visited via
online .
IMPLEMENTATION PLAN1. Insert general tracking code 2. Business outcome – goals and conversions
for ecommerce 3. Accurate data- filters and settings 4. Marketing channels- Campaign tracking and
Adwords linking5. Reporting – customized dashboards/reports
MAINTAIN AND REFINE YOUR PLAN !!!!
HOW GOOGLE ANALYTICS WORKS1. Collection of Data2. Configuration3. Processing 4. Reporting
COLLECTION OF DATAInsert java script code in all pages of the
website.- Collects urls visited, information from users
browser(desktop/tablet/mobile, language etc.), referring source that got user to the site.
• One package of information collected by GA is called a hit or an interaction
MOBILES- For mobiles, instead of java script coding, GA
uses a different coding system for tracking based on the operating system used
- Instead of collecting data on each “pageview” , GA collects data after each “activity” defined.
- Mobile “hits” from offline mobile devices are collected by GA and then despatched to servers when mobile is online.
Once data is collected, Processing of data occurs based on the configuration settings defined by the user , and finally the processed data in stored in the database for the perusal of the user.
KEY METRICS AND DIMENSIONS DEFINED1. DIMENSIONS-Characteristics of users-their sessions- Their actions2. METRICS-Quantative measurements of users, sessions and
actionsAll reports contain dimensions and metrics
METRICS1. Audience Metrics – e.g. no. of users visiting
website/page , new users, returning visitors2. Behaviour Metrics – e.g. pages/visit3. Conversions – how many times visitor did
something valuable on the website
Sessions or visits Sessions continue till the user stops interacting on
the websiteGA gives maximum of 30 minutes per session,
after that GA stops recording activity.Can extend sessions time out length in
configuration settingsFor recording video views then you need to set
events measurements.
SETTING UP YOUR ACCOUNT1. Open a GA account2. Copy the tracking code in the header section of all the
pages of the website3. Your website becomes one “property”4. In your property set 3 views - Unfiltered view – no special settings or filters are added to
the data- Master View – contains all your settings and filters- Test View – contains settings and filters that you may want
to implement in the Master View
IMPORTANT !!1. Once data is processed it cannot be
reprocessed2. Once a view is deleted it cannot be restored3. New views start reporting data from date of
creation
FILTERSFilters are applied to views to customize views
that are suitable to your business needs.Filters can 1. Exclude data2. Include data 3. Change data
GOALS Are based on conversions 1. Micro Conversions – activities that might lead
up to eventual online sale. e.g. signing up for newsletter
2. Macro Conversions- activity that is the final goal ……e.g. making online purchase
Goals are configured at the View level , that means that we can have different goals for different views.
4 types of Goals1. Destination – e.g. thanks.html2. Duration – 5 minutes or more 3. Pages per visit 4. Event – playing a video
REPORTING1. OVERVIEW2. AUDIENCE REPORTS -understand user behavior using frequency and
recency reports -access geographic data- View mobile data to your site- Access custom dimension data
ACQUISITION REPORTWhich digital marketing channels are helping - Understand the different traffic sources to
your site- Find and analyze your marketing campaigns
ADWORDS REPORTSDifferent from acquisition reports in 2 ways-shows information specific to Adwords and the
campaign settings- Makes use of cost data imported from Adwords