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The latest version of the presentation given by Michael David at the Sydney and Melbourne GAUC 2013 on Reporting for Action. The content is regarding getting Insight at a Glance by building Google Analytics Custom Reports and Dashboards.
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#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
Reporting For ActionMichael David, Internetrix
#GAUC2013Google Analytics User Conference 2013
Custom Reports
What, Why and How?
Dashboards
What, Why and How?
Five Rules of Dashboards
#GAUC2013Google Analytics User Conference 2013
Insight at a Glance
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
BUSINESS REPORTING TRENDS
• 83.6% of all statistics are made up on the spot.
• Increased desire to measure digital performance
• Increased management accountabilityto deliver and justify results
• Executives making data driven decisions (HIPPO)
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
GOOGLE ANALYTICS AND DATA ISSUES
• Provides overflowing data
• Issues faced;• Measure multiple performances
• Difficult to identify the most critical metrics
• How to communicate performance for metrics
• How to use findings to drive action
#GAUC2013Google Analytics User Conference 2013
Custom Reports
#GAUC2013Google Analytics User Conference 2013
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
WHAT ARE THEY?
Super ReportQuick to Build
Saves time
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
WHERE IS THE VALUE?
• Consolidate relevant business metrics
• Accessible and actionable key data
• Build around business needs
• Easy to share
• Available as long as required
* not all dimensions and metrics work together
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
CREATING A CUSTOM REPORT
This video can be found on YouTube
https://www.youtube.com/watch?v=kk8fi9vwuGI
#GAUC2013Google Analytics User Conference 2013
Explorer
• Most commonly used
• Derive insight from data subsets
• Metrics groups allow easier analysis
#GAUC2013Google Analytics User Conference 2013
EXPLORER REPORTS
#GAUC2013Google Analytics User Conference 2013
Flat Table
• View dimensions side by side, as columns
• Exporting, email and printing of critical data
• Better view of data aggregated for extraction
#GAUC2013Google Analytics User Conference 2013
FLAT TABLE REPORTS
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
WHAT IS THE DIFFERENCE?Explorer
Flat Table
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
WEBSITE CONTENT INSIGHT
Example: Content Efficiency Analysis Report
•What is the best performing content?Text, Video, Images?
•What content provides the most business value?
•What is your websites most engaging content?
•Put all key metrics into one report.
http://goo.gl/3frsZ
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
BUILD A CONTENT EFFICIENCY REPORT
This video can be found on YouTube
https://www.youtube.com/watch?v=2tkvbKn3Ews
#GAUC2013Google Analytics User Conference 2013
Input Onsite ActivityOutcome
(Visits + %New Visit ) (Bounce Rate + Avg Time on Site) (Goal + Avg Value)
Acquisition Engagement Conversion
#GAUC2013Google Analytics User Conference 2013
FOCUS ON END TO END
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
Paid Search MICRO-ECOSYSTEM
•What is important to your target audience(s)?
•Match metrics to their requirements
•Combine to reduce the number of reports
•Avinash Kaushik
•Blog: Occam’s Razor
•http://goo.gl/XKMOu
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
SHARING CUSTOM REPORTS
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
CUSTOM REPORTING TIPS
•Don’t underestimate the importance of Goals
•Contrast between dimensions (different angles)
•Look to generate insight not questions
•Measure success by goal performance
NO GOALS, NO GLORY!
#GAUC2013Google Analytics User Conference 2013
Dashboards
#GAUC2013Google Analytics User Conference 2013
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
WHAT CAN A DASHBOARD DO?
• Empower a rapid understanding of business performance
• Track critical business data in and easy to understand manner
• Help communicate insight to drive actions
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
HOW IS IT DONE?
• Bring it all together
• Consolidated view of related attribution metrics
• Segment report or widget add to Dashboard
• 20 Dashboards allowing 20 Report Widgets
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
WHAT IS A WIDGET?
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
Dashboard Commandments1. Benchmark and segment
2. Isolate the critical few metrics
3. Don’t stop at metrics – include insights
4. The power of a single page
5. Stay relevant and churn
#GAUC2013Google Analytics User Conference 2013
• Never report on a metrics all by itself, provide context.
• Benchmark Goals/identify prior performance for context. No context = No value.
• Dive into data sub sets for a clearer picture. Segmentation is important.
#GAUC2013Google Analytics User Conference 2013
RULE #5: BENCHMARK AND SEGMENT
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
RULE #4: ISOLATE THE CRITICAL METRICS
• GA provides large volumes of data.
• Using all metrics for decision making is difficult.
• Focus on the complementary critical metrics.
• Try and limit a dashboard to 10 metrics.
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
RULE #3: INCLUDE INSIGHTS
• Jumble of measurement tools (dials/graph).
• Data displayed is only at the summary level.
• Consider C-Level Execs / decision makers.
• Include insights summarising performance.
#GAUC2013Google Analytics User Conference 2013
• More than an A4 page, it is a report.
• Forces selection of golden dashboard metrics.
• 100% of business performance in an area.
• The page provides direction to drive action.
#GAUC2013Google Analytics User Conference 2013
RULE #2: POWER OF A SINGLE PAGE
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
RULE #1: STAY RELEVANT
• Business changes, high-level priorities evolve.
• Competitors create new ideas and innovate.
• Business Goals change with the environment.
• Adjust metrics for new Goals.
Evolve Dashboards to reflect changes.
Planning for evolution &churn is a must.
#GAUC2013Google Analytics User Conference 2013
• Provides an overview on performance.
• Summarise various reports on a single page.
• Monitor multiple metrics at once.
• Check the health of accounts.
A one stop overview ofa performance segment!
#GAUC2013Google Analytics User Conference 2013
DASHBOARDS DRIVE ACTION
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
DASHBOARD TIP: KEEP IT CLEAN!
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
SHARING DASHBOARDS
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
DASHBOARDS VS CUSTOM REPORTING
So what is the difference?
Dashboards provide an overview of a key area or end to end performance.
Custom Reports help to analyse behaviour of a segment/data subset, providing deeper insight into performance.
#GAUC2013Google Analytics User Conference 2013 #GAUC2013Google Analytics User Conference 2013
Final Thoughts• SHARE THE LOVE!
Both Dashboards and Custom Reports can be shared – internally and externally without revealing sensitive data (structure only).
• THE HARD WORK IS ALREADY DONE!There are many online resources for great reports and dashboards.
Thank you
#GAUC2013Google Analytics User Conference 2013
Thank [email protected]
@internetrix
#GAUC2013