Google AnalyticsBeyond the Basics
Scott Thomas AboutTheInn.com
Overview
What are the objectives of the site?
How do we know if we're meeting our objectives?
What is the objective of our website?
How do we measure success?
What events show if we're reaching ourobjective?
What are the objectives of the site?
Create awareness
Get bookings
Build loyal site visitors
Sell mail order items
Provide tourist information
Why?
How will we know we've accomplished the objectives?
Create awareness
Get bookings
Build loyal site visitors
Sell mail order items
Provide tourist information
branded search?
online bookings?
new vs returning?
online sales?
views, downloads, etc.?
Demo Branded Keywords segment and Non-Branded Keyword
Segment
What are secondary goals?
Newsletter signup
Follow us on social media
Event inquiries
How will we measure the results?
Think aboutAcquisition (the campaign/source that brought them to
our site)
Behavior (what they did on our site)
Conclusions (did they ultimately do anything of value to
us?)
What are the Key Performance Indicators (KPIs)
What event on the website will give information about the
objective (here, bookings)?SourcePaid
Organic
Direct
Referral
KPIs (continued)
Creating awareness?Branded traffic
Visitor loyalty?Increased repeat visits
KPIs (continued)
Sales?Source
Tourist info?Video watched
Files downloaded
Specific pages viewed
What are the targets?
Example: We want to beef up our tourist infoKPI: Videos
watchedHow many do we get now?
What should our target be?Pick a target that seems
reasonable
Adjust it if necessary
Let's assume we average 5 views per monthAfter we beef up these
pages, maybe we want to average 15 downloads per month
How will we measure the results?
We'll measure groups of people byAcquisitionGeography
Referral source
BehaviorPages they visit
Time on site
ConclusionsVisitors watching video
Let's Look at Another Example
Evaluating B&B Directories
We are measuring booking sources yes?
What will we examine?Traffic volume
Geography
Time on site
Segments and Goals
We need a B&B Directory segment
Possibly a Social Media Segment and a Review Sites Segment as
well
We need a booking goalPossibly an Engagement goal, too
Creating Segments
Creating Segments
Creating Segments
Creating Segments
Repeat for Social Media and Reviews
Create an Engagement Goal
Click the Settings icon
Select the Goals tab under the profile for your web site
Create an Engagement Goal
Click the Settings icon
Select the Goals tab under the profile for your web site
Add a new Goal (here it is Goal 6 the first Goal in Goal Set
2)
Name it Engagement, set the type as Pages/Visit, and define the
Pages Visited as Greater than 3. Save the Goal
Repeat for Booking Goal
Let's see how our B&B Directories Fare
Acquisition (All Traffic Report)B&B Directories Segment
Social Media Segment
Referrals Segment (for comparison)
Include Booking Goal Completions
Acquisition by Segment
Acquisition by Segment
Acquisition by Segment
(B&B Directory segment only)
Let's see how our B&B Directories Fare
Behavior With Engagement goal
Landing Page behavior
Purchasing behavior
Engagement Behavior by Segment
B&B Directories and Review Site visitors are more engaged
than Social Media or All Visits (more time on site, more visit at
least 3 pages)
Bounce Behavior by Segment
B&B Directories and Review Site visitors Have a lower bounce
rate than Social Media or All Visits
Select Goal Set 1
Conversion Behavior by Segment
B&B Directories and Review Site visitors Have a higher rate
of booking conversion than Social Media or All Visits
Let's see how our B&B Directories Fare
Conclusions (Outcomes) Goal completions
Ecommerce results
Newsletter signups
Other valuable activities?
Goals, Ecommerce, etc.
We looked at Goals in the previous example, so we'll just look
here at Ecommerce
Source Effectiveness Report
Create a custom report showingSource
Pages and Pages/Visit
Engagement
Bounce Rate
Bookings
Source Effectiveness Report
Source Effectiveness Report
Source Effectiveness Report
Get the Report
Download the Source Efficiency Analysis report Remember that you
will need to createGoal 1 for Booking completion and Goal 6 for
Engagement
And you probably will want to create segments for B&B
Directories, Review Sites, and Social Media
http://goo.gl/Cx0VG
Summary
Define the purpose(s) of the site
Determine how success is to be measured
Identify data which will show success
Build goals, segments and custom reports to show progress
acrossAcquisition
Behavior
Conclusions
Don't Forget ...
Compare all (Acquisition, Behavior, Conclusion) changesOver
time
Against last month
Against last year
Thank you!
Scott Thomas
[email protected]
