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Understand your multi-screen users with Google Analytics
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant
PCs are now small share of connected devices…Mobile is the only media time that’s growing
Source: Business Insider
Source: Millward Brown, AdReaction 2014 Report, Marketing in a multiscreen world
source: IBM CMO Research
CMOs feel unprepared to...
Being afraid of data does nothelp!
A metric is a measurementMetricsDimensions
Dimensions describe attributes
Number of visits
Number of visitors
Page views
Time on site
Visitor city or region
Referring traffic source
Browser type
Operating System
Main IdeaMaximize value of each
pageview
Main IdeaGet users to look at more
pages
Main IdeaGet users to come back
more often
Main IdeaAttract new users to the
site
LoyaltyVisits / User
RPMRevenue / Pageview
Depth of VisitPageviews / VisitTime Spent / Visit
# of Users
Revenue / User
LONG TERM REVENUE
All data in aggregate is
"useless"
Add context to your data!
Segment & segment: To find out more about the metric.
source: http://www.kaushik.net/avinash/excellent-analytics-tip2-segment-absolutely-everything/
Trends give nice context on if we are up or down over a time period.
When we segment AdSense clickers, Analytics will become a huge AdSense report
Does AdSense impact user engagement?
Cohort analysis: ability to create a unique group of visitors that share a commonality
Cohort analysis: measure retention
Question: Among the visitors who visited my site last month (because of a PPC campaign), how many of them came back this month?
“If you torture the data long enough, it will confess.”Ronald CoaseProfessor Emeritus of EconomicsUniversity of Chicago Law School
What percentage of your traffic is coming from mobile devices?
“Audience” → “Mobile” → “Overview”
“Audience” → “Mobile” → “Devices”
Which screen resolution is more engaging?“Audience” → “Mobile” → “Devices”
What are your top pages across devices?What to prioritize for mobile optimization?
“Behavior” → “Site Content” → “All Pages”
What are the most common user paths through your site?Note differences across devices. (“Audience” → “Visitors Flow”)
What traffic sources are most valuable to you?
● How do users get to your site?● Is this different for mobile?
“Acquisition” → “All Traffic”
Check speed suggestions in Google Analytics
Focus on areas with higher user attention
Demographics and Interest Reports
goo.gl/iEyQzd
Shakespeare invented over 1700 of our common words
Be creative!
Breaking Down Cross-device Barriers
Mobile Web & App
Desktop Website
Game Console TV
Set-Top-Box
Point of Sales
User ID
Client ID Client ID Client ID Client ID Client ID
solymoly
&cid=111 &cid=222 &cid=333
=Unique Visitors
3
Measurement with Client ID
solymoly
&cid=111 &cid=222 &cid=333
Cross Device Measurement with User ID
&uid=456 &uid=456 &uid=456
=Unique Visitor
1
Device Paths with Cross Device Measurement
Traffic Growth Dashboard
goo.gl/UnrEah
Engagement & Loyalty Dashboard
goo.gl/UnrEah
Perspective matters...
10/90 Rule Image Credit: Getty & Imgur
Thanks!
@buyukgokcesu
BoostingConversion.com
BoostingConversion.com
Cemal Buyukgokcesu
Analytics and Conversion Consultant
