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Analytics 101: Introduction & User Training

Matt TrimmerPrincipal Consultant & Managing Director

Slides:http://www.slideshare.net/ivantage

WIFI:SSID: ITTRH

Password: welcome1

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Training§ Analytics 101: Introduction & User Training§ Analytics 201: Advanced Analysis & Measurement§ Analytics 202: Advanced Analysis & Measurement§ Analytics 301: Advanced Tracking & Technical Implementations

§ AdWords 101: Introduction to Paid Search Management§ AdWords 201: Building Profitable Paid Search Campaigns§ AdWords 301: Advanced AdWords Optimisation Techniques§ AdWords 302: Advanced AdWords Conversion Optimisation

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slideshare.net/ivantage

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Timings and housekeeping§ Start 9:30§ Break 11:00-11:15§ Lunch 12:45-13:45§ Break 15:15-15:30§ Wrap-up 17:00

§ Nearest fire exit§ Toilets

§ Please ask questions!

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Being social§ Say hello to your neighbour!§ Google+

§ https://plus.google.com/118368778596879435387/posts§ LinkedIn

§ http://www.linkedin.com/in/matttrimmer

§ Twitter§ #measure § #googleanalytics§ @googleanalytics

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Introductions§ First

§ Me (Matt Trimmer) & ivantage overview§ In a moment

§ A little bit about you § Your name§ Your role§ Your organisation/department/site/site area§ Your objectives for attending today

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Me§ Founder, Principal Consultant and Managing

Director of ivantage§ Love the Internet, 23 years IT, technical

experience, 14 years Internet § One of 15 Google Accredited Seminar Leaders

Globally

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About ivantage

§ Internet marketing agency§ Established in 2002§ Independent§ 44th Ranked UK Agency according to New Media Age rankings

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Urchin and Google, March 28th 2005

§ Urchin on Demand > Google Analytics§ Priced at “Free”§ Democratises web analytics§ A tool to measure AdWords Return on Investment

§ Drive AdWords spend§ Urchin Software > Urchin Software from Google

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Why would you not use Google Analytics?

§ Possible privacy/security concerns about data?§ Web analytics data travels over Internet

§ Can be secured, however

§ Web analytics data is secured by policies and procedures§ No data-sharing without consent

§ Except when required by US law§ Ongoing investment in security

§ External and internal threats§ Employee access controls

§ Policy enforcement§ Auditing to check compliance

§ You do own your data§ Realistically difficult to export

§ Lack of Service Level Agreement?

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Web analytics products from Google

§ Google Analytics§ Google Analytics Premium

§ Same user interface§ Designed for very busy websites

§ Google Analytics does have some processing limitations§ Reduced sampling

§ Service Level Agreements§ Collection, Processing & Reporting

§ Export large volumes of data§ Urchin Software from Google

§ Discontinued on March 28th 2012

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Some early definitions for Google Analytics usage§ Search Engine Marketing (SEM)

§ Paid search (cpc normally in Google Analytics)§ Also known as ppc or pfp§ Advertising

§ Organic search§ Also know as known as Natural search§ The process of improving organic search - SEO

§ Search Engine Optimisation§ Relevancy

§ Structured search§ Also known as paid inclusion§ Google Shopping

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Introductions – your turn!

§ A little bit about you§ Your name§ Your role§ Your organisation/department/site/site area§ Your objectives for attending today

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Accessing Google Analytics§ Exercise

§ Log in to Google Analytics§ http://google.com/analytics or§ Via Google Account or§ Via Google Adwords

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Accessing Google Analytics§ Key concept

§ Best not to share a log-in with colleagues!§ Best not to use a generic team-based log in!§ Security and confidentially issues§ GA has “personal” features

§ Dashboards§ Annotations§ Shortcuts§ Alerts§ Segments§ Custom reports§ Scheduled emails§ Channel groupings

§ Resources§ http://blog.ivantage.co.uk/2010/05/how-do-i-open-

google-account.html

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Exploring the Google Analytics§ Exercise and key concepts

§ Discover the structure of Google Analytics§ Google Account

§ Google Analytics Account » UA-123

§ Google Analytics Web Property» UA-123-1

§ Google Analytics View (Profile)» Where your data is viewed

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How does GA measure visitors?

§ Key concept§ JavaScript (not Java) page tagging

§ Known as the GATC§ 1st Party Cookies§ An image request to the Google Servers

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The  GATC  -­‐  your  version?

§ Exercise  and  key  concepts§ Oldest  to  newest

§ To  find

§ View  source

§ Ghostery

§ Google  Tag  Assist

ga('create', 'UA-XXXX-X', 'auto');ga('send', 'pageview');

_gaq.push(['_setAccount', 'UA-XXXXX-X']);_gaq.push(['_trackPageview']);

_uacct ="UA-xxxxx-x";urchinTracker();

var pageTracker = _gat._getTracker("UA-xxxxxx-x");pageTracker._trackPageview();

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Universal  Analytics?

§ Significant  backend  upgrade  to  Google  Analytics

§ Will  be  forced  to  upgrade  at  some  point

§ Web  Analytics  to  Universal  Analytics§ Visitors  using    many  devices

§ Visitors  interacting  across  off-­‐line  and  on-­‐line  channels  

ga('create', 'UA-XXXX-X', 'auto');ga('send', 'pageview');

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How Google Analytics worksWebsite

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How Google Analytics worksWebsite

cookies

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Google  Analytics  cookies  -­‐  Classic  Analytics

__UTMb - Visit cookie, lasts for 30 minutes from every hit

__UTMa - Unique visitor cookie, lasts for 2 years from set or update on every hit

__UTMc - Visit end cookie, not set to expire, does so when browser closes

__UTMv - Requires the _setVar() command or Custom Variables

__UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every hit

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Google  Analytics  cookie  -­‐  Universal  Analytics

_ga- Unique visitor cookie, lasts for 2 years from set or update on every hit. Name can be changed, might not be used!

Visit  properties  now  set  server  side  in  the  User  Interface§ 30  minute  default  session  timeout

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Browser web serverNew Visitor

Browser web serverCookie

Returning Visitor

GA Cookie present

GA Cookie not present

Google Analytics __UTMa or _gaPage

cookies

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How does GA measure visitors?

§ Key concept§ JavaScript (not Java) page tagging§ 1st party cookies§ Image request to Google servers

§ Transmit visit information

§ Your stats will miss some devices that do not execute JavaScript and/or accept cookies§ Search Engine bots :-)

§ Generally§ Mobiles (1st generation) :-|§ Accessibility devices :-(

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Exploring the “Audience” report suite§ Exercise and key concepts

§ Visitors (People using browsers on devices)§ Visits (People interacting with your content (JavaScript))§ Pageviews

§ All loads of a JavaScript tagged page§ Unique Pageviews

§ Unique loads of a JavaScript tagged page in a given visit§ Bounce

§ A visit with one pageview§ Entrances

§ Visits to landing pages§ Bounce rate

§ The rate of bounces from entrances as %

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Exploring the “Real-Time” report suite§ Exercise and key concepts

§ Discover the Real-Time reports§ Google Analytics data is about 1-4 hours old

except in real time!

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Exploring “Annotations”§ Exercise and key concepts

§ Create annotations for§ Marketing schedules

§ The academic year§ Christmas trading

§ Marketing campaigns§ TV Ad showing

§ Technical changes§ New site§ Site down

§ AdWords changes§ New keywords added

§ SEO changes§ Title tags updates

§ A/B testing§ A/B testing from and to

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Exploring the UI

§ Exercise and key concepts§ Dimensions (Green)

§ Objects§ Metrics (Blue)

§ Calculated numbers§ Rows§ Display options§ Drilldown§ Cross segmentation§ Searching with display filters

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Using and applying “Advanced Segments”§ Exercise and key concepts

§ Try applying:§ Tablet§ Mobile§ Non-bounced visits§ Visits with conversions

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Break time

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What’s possible with Web Analytics?§ How visitors found your web site§ What visitors are doing on your web site§ Not WHY they are doing it!

§ Domain of usability/customer experience§ Onsite surveys

§ Sampling visitors arriving/leaving§ Heuristic reviews

§ Experts reviewing your site against a set of criteria (heuristics)

§ Conversion Rate Optimisation§ A/B testing§ Multi-variate testing

§ Usability testing§ Representative customers completing tasks

§ Resources§ http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html

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What’s possible with GA?§ How visitors found your website§ What visitors are doing on your

website§ Not why!

§ Outcomes focused§ Goals

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Goals§ Goals should be commercial

§ The commercial goals of your website§ Goals should map to visitor tasks

§ Visitors visit sites to accomplish tasks§ Tasks normally have a series of steps

§ Funnel§ Measure conversion through the task

§ When goals match user tasks§ Conversions!

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The importance of goals for you?§ Justify your website work§ Focus your website work§ Prioritise your website work

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The importance of goals for you?§ Goals map to business metrics

§ Enable you to build a business case for§ Analytics investment§ Analysis investment§ Action investment

§ Goals focus on important paths and entrances§ Enable you to analyse progress along desirable paths

§ Goals focus on value§ Add a pre-defined value to a goal

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§ User exhibits behaviour:§ Page 1 = /index.html§ Page 2 = /category-footwear.html§ Page 3 = /category-clothing.html§ Page 4 = /category-headwear.html § Page 5 = /products/kangol-tropic-player-trilby.html§ Page 6= /cart/basketview.html§ Page 7= /cart/registration.html § Page 8 = /cart/paymentoptions.html § Goal = /cart/salesorderconfirmation.html

§ Configure your goal funnel:§ Step 1: index\.html§ Step 2-4: ^/category-§ Step 5: ^/products-§ Step 6: ^/cart/basketview.html§ Step 7: ^/cart/registration.html § Step 8 : ^/cart/paymentoptions.html § Goal: ^/cart/salesorderconfirmation.html

Goals and funnels

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Zoom into important behaviour to identify problems

6.77% funnel conversion rate

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Key Performance Indicators (KPIs)?§ A metric

§ Miles per Hour (mph)

§ Defining progress to an objective § To reach the legal motorway speed limit of 70 mph

§ Enabling you to take corrective action§ Accelerate or brake

§ Speedometer§ Web Analytics package

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Key Performance Indicators (KPIs) & web analytics

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Using “Intelligence Events”§ Exercise

§ Are your events/alerts telling a story?§ Are they telling you about Key Performance Indicators you should

be monitoring?

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Your site’s goals? § Exercise and key concepts

§ Take a moment to think about what your site’s KPIs should be

§ If you have some are they suitable and are you able to measure them adequately?

§ Take a moment to think of some goals for your website§ Complete like a user would§ Write each URL step down in MS Notepad

§ If you have goals§ Do you understand them?§ Are they useful?§ What are you recording as a final step

§ Use Goal URLs report

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Configuring a simple “Goal”§ Exercise

§ Go to www.ivantage-training.com and complete the simple goal

§ Observe while your tutor configures§ Two Engagement Goals§ One URL Destination Goal

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The “Conversions” report suite§ Exercise and key concepts

§ Advanced features of Google Analytics require conversions to be set-up

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The big three organisational goals?§ Raise revenue§ Lower costs§ Increase customer satisfaction

§ Raises revenue§ Lowers costs

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Lunch time

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How does GA measure visitors?

§ Key concept§ JavaScript (not Java) page tagging

§ Known as the GATC§ 1st Party Cookies§ An image request to the Google Servers

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Installing Google Analytics

§ Sign-up§ Get the code§ Install on to every page on your website!

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Agree the ToS

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The Google Analytics Terms of Service§ 2. Fees and Service.

Subject to Section 15, the Service is provided without charge to You for up to 10 million Hits per month per account. Google may change its fees and payment policies for the Service from time to time including the addition of costs for geographic data, the importing of cost data from search engines, or other fees charged to Google or its wholly-owned subsidiaries by third party vendors for the inclusion of data in the Service reports. The changes to the fees or payment policies are effective upon Your acceptance of those changes which will be posted at http://www.google.com/analytics. Unless otherwise stated, all fees are quoted in U.S. Dollars. Any outstanding balance becomes immediately due and payable upon termination of this Agreement and any collection expenses (including attorneys' fees) incurred by Google will be included in the amount owed, and may be charged to the credit card or other billing mechanism associated with Your AdWords account.

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The Google Analytics Terms of Service§ 7. Privacy.

You will not (and will not allow any third party to) use the Service to track, collect or upload any data that personally identifies an individual (such as a name, email address or billing information), or other data which can be reasonably linked to such information by Google. You will have and abide by an appropriate Privacy Policy and will comply with all applicable laws and regulations relating to the collection of information from Visitors. You must post a Privacy Policy and that Privacy Policy must provide notice of Your use of cookies that are used to collect traffic data, and You must not circumvent any privacy features (e.g., an opt-out) that are part of the Service.

You may participate in an integrated version of Google Analytics and any DoubleClick product or service or any other Google display ads product or service ("Google Analytics for Display Advertisers"). If You use Google Analytics for Display Advertisers, You will comply with the Google Analytics for Display Advertisers Policy (available at http://support.google.com/analytics/bin/answer.py?hl=en&topic=2611283&answer=2700409 ) and, as set forth in the policy, disclose in Your Privacy Policy (i) Your use of Google Analytics for Display Advertisers and its features You use, and (ii) how Visitors can opt-out from Google Analytics for Display Advertisers. Your access to and use of any DoubleClick or Google display ads data is subject to the applicable terms between You and Google.

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Get the tracking code (GATC)

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Install on every page of your siteWebsite

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How Google Analytics worksWebsite

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How Google Analytics worksWebsite

cookies

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What are Cookies?• Named after Fortune cookies• Text files sent to browsers by websites• Session and persistent Google Analytics Cookies

• Session• Expire after 30 minutes of inactivity• or expire on browser close

• Persistent• Lasts for 2 years

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Browser web serverNew Visitor

Browser web serverCookie

Returning Visitor

GA Cookie present

GA Cookie not present

Google Analytics __UTMaPage

cookies

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Google  Analytics  cookies  -­‐  Classic  Analytics

__UTMb - Visit cookie, lasts for 30 minutes from every hit

__UTMa - Unique visitor cookie, lasts for 2 years from set or update on every hit

__UTMc - Visit end cookie, not set to expire, does so when browser closes

__UTMv - Requires the _setVar() command or Custom Variables

__UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every hit

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Google  Analytics  cookie  -­‐  Universal  Analytics

_ga- Unique visitor cookie, lasts for 2 years from set or update on every hit. Name can be changed, might not be used!

Visit  properties  now  set  server  side  in  the  User  Interface§ 30  minute  default  session  timeout

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How does GA measure visitors?

§ Key concept§ JavaScript (not Java) page tagging§ 1st party cookies§ Image request to Google servers

§ Transmit visit information

§ Your stats will miss some devices that do not execute JavaScript and/or accept cookies§ Search Engine bots :-)

§ Generally§ Mobiles (1st generation) :-|§ Accessibility devices :-(

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The “Acquisition” report suite§ Exercise  and  Key  concept

§ Google  Analytics  allocates  traffic  to  three  distinct  mediums§ cpc  or  paid  search§ organic

§ Google,  bing,  yahoo,  etc§ (none)

§ Source  of  direct§ Visits  when  the  web  address  is  used  directly  in  the  browser  without  a  

search§ A  component  of    “brand  awareness”

§ referral§ Sites  with  links  to  you,  that  provided  visits

§ It’s  the  Google  Analytics  utmz  cookie  that  tracks  campaign  attribution§ Persistent  for  six  months

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Campaign  tracking  and  the  URL  Builder§ Exercise

§ Use  Google  Analytics  Campaign  Tracking  by  finding  “The  URL  Builder”  in  the  Google  Analytics  help  centre

§ Build  a  Campaign  Tracking  URL  for  an  Email  campaign

§ Use  Firefox  and  clear  your  cookies

§ Using  the  URL  you  just  built,  visit  your  site

§ Make  a  note  of  the  contents  of  the  utmz  cookie

§ Is  it  set  correctly?

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Campaign  Tracking  and  Dimensions

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Campaign Tracking examples§ Exercise

§ Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre

§ Build a Campaign Tracking URL for your own landing page using some of the example below

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Tracking off-line campaigns§ Key concept

§ Use vanity urls§ mysite.com/bus

§ 301 redirecting to Campaign Tracking URLs§ http://www.mysite.com/landing-page.com?

utm_source=Route-21-bus&utm_medium=outdoor&utm_content=AdBU123&utm_campaign=summer

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Tracking off-line campaigns§ Key concept

§ Use URL shorteners§ Use http://bit.ly/ or http://goo.gl/

§ Generate QR Codes with Campaign Tracking URLs§ http://www.mysite.com/landing-page.com?

utm_source=Route-21-bus&utm_medium=outdoor&utm_content=AdBU123&utm_campaign=summer

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Google Adwords and Google Analytics§ Exercise and Key concepts

§ Common user (Google Account)§ Administrator in AdWords§ Edit permission in Analytics§ View your Google Analytics AdWords Account Linking settings

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Auto-tagging in AdWords§ Key concept

§ Use Auto-tagging§ Unique ?glid paramaters is automatically

added to your AdWords landing pages§ http://www.mysite.com/landing-page.html

§ Becomes§ http://www.mysite.com/landing-page.html?

gclid=CHcnd7rxKUCFc9a7AodKGU6Zg

§ Manual tagging (URL Builder)§ Not recommended§ Loose data and accuracy

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Acquisition, goals and E-commerce§ Exercise and key concepts

§ Combining goals and/or E-commerce with your traffic sources is one of the most powerful reports in Google Analytics

§ Enables you to make decisions about marketing spend and channel contribution

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Break time

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The “Behavior” report suite§ Exercise and key concepts

§ Google Analytics splits a URL www.ivantage-training.com/page1.htm into:

§ Hostname - www.ivantage-training.com§ Request URI-/page1.htm

§ Compare All Pages and Content Drilldown§ Understanding the Title report§ Landing Pages helps analyse bounce rate with weighted sort

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Conclusion - The big three organisational goals?

§ Raise revenue§ Lower costs§ Increase customer satisfaction

§ Raises revenue§ Lowers costs

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Your 101 action plan§ Check your development process for tagging§ Think about deploying Google Tag Manager§ Start to think about your website’s commercial objectives/goals§ Start to think about KPIs for your site§ Start to build a dashboard around the KPIs§ Use a mobile/tablet segment§ Tag your email campaigns using the URL builder§ Ensure your AdWords account is connected§ Aim to use All Traffic Sources report by Goal/E-commerce§ Look at your busiest, highest bouncing landing page

§ Why are they bouncing?

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Getting help and going further§ Help Centre

§ https://support.google.com/analytics/

§ Blog§ http://analytics.blogspot.com/

§ Forum§ https://productforums.google.com/forum/#!forum/analytics

§ Developers§ https://developers.google.com/analytics/

§ ivantage§ support@ivantage.co.uk

§ Avinash’s Blog§ http://www.kaushik.net/avinash/

§ Brian’s Blog§ http://www.advanced-web-metrics.com/

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Feedback§ http://www.ivantage.co.uk/feedback§ support@ivantage.co.uk§ Write an honest, considered and fair review to receive for each day attended:

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The End

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