10 questions entrepreneurs need to ask their analytics

@AnnieCushing annielytics.com@AnnieCushing annielytics.com

10 QUESTIONS ENTREPRENEURS NEED TO ASK THEIR ANALYTICS

Annie Cushing Annielytics.com

@AnnieCushing annielytics.com

TOOLS DOC: BIT.LY/TONS-OF-TOOLS


TOOLS DOC: BIT.LY/AUDIT-CHECKLIST


TIP: LOWERCASE BITLY URLS


1. WHICH MARKETING CHANNELS ARE YOUR UNSUNG HEROES?


LET’S TALK LAST-CLICK ATTRIBUTION


SOCIAL


SOCIAL ORGANIC


SOCIAL ORGANIC EMAIL


SOCIAL ORGANIC EMAIL CPC



$100 credit


LET’S TALK MULTI-CLICK ATTRIBUTION



$25 credit$25 credit$25 credit$25 credit


LAST-CLICK ATTRIBUTION TRAVESTY


MULTI-CHANNEL FUNNELS APPROACH


Life doesn’t lend itself to LAST CLICK


LAST CLICK AND THE DUGGARS


THANKS A LOT, JOSIE …


ASSISTED CONVERSIONS REPORT


COUPLE RECOMMENDED CHANGES


577%


IMPACT OF ASSISTED CONVERSIONS


FIX: BIT.LY/GA-CAMPAIGN-TAGGING

Skip to the “Fixing

Your Default

Channel Grouping”

section of the

guide


GINORMOUS CAVEAT

MCF CHANNELS≠

STANDARD CHANNELS


GOOGLE’S GOOD OL’ BOY SYSTEM


DIRECT DONATED ITS CONVERSIONS


2. WHERE DO YOUR BEST LINKS COME FROM?


NO STANDARD REPORTS FOR THE JOB


NEW(ISH) FULL REFERRER DIMENSION


SOME SOURCES DON’T HAVE FULL URL


GET REPORT: BIT.LY/REFERRING-URLS


CRITICAL RESOURCE: BIT.LY/API-HELP


VIDEO: BIT.LY/CUSTOM-GA-REPORTS


3. WHAT DO VISITORS SEARCH YOUR SITE FOR?


SITE SEARCH: VISITORS’ WISHLIST


SEARCH TERMS REPORT


SIGNS SITE SEARCH IS EFFECTIVE


HOW TO SET IT UP


ADMIN > VIEW > VIEW SETTINGS


4. HOW MANY PAGES DOES IT TAKE TO CONVERT?


DAYS / VISITS TO PURCHASE EASIER


WE’LL HAVE TO GET A LITTLE FANCY


APPLY AN ADVANCED SEGMENT

1

2

3


ANALYZE VISITS THAT CONVERTED

7,686/1,017 = 7.5 pgs to convert


YOU MIGHT HAVE A CRO ISSUE IF …

21,602/595 = 37 pgs to convert


5. SHOULD YOU CONSIDER GOING RESPONSIVE?


REPORT DRILLDOWN

Device Category

Landing Page


REPORT: BIT.LY/MOBILE-GA-REPORT


MY TOP MOBILE PAGES


YEAH, I SUCK …


6. ARE YOU TAGGING ALL OF YOUR EMAILS?


1. DESKTOP APPS DON’T PASS REFERER DATA


DESKTOP APPS: NO REFERER DATA


THESE FILES ARE HEADLESS


2. SECURE WEB MAIL PROVIDERS DON’T PASS REFERER DATA


YAHOO IS LAME NON-SECURE


CONFIRM WITH BOOKMARKLET


SECURE EMAIL A DIFFERENT STORY


BIT.LY/BROWSER-BOOKMARKLET


3. MOBILE DOESN’T PASS MUCH (MOST?) DATA


This client definitely isn’t tagging all emails


7. WHAT ARE YOUR TOP-PERFORMING PRODUCT CATEGORIES?


DEFAULT REPORT IS PRODUCT


PRODUCT CATEGORY AGGREGATES


MAKE SURE CATEGORIES MAKE SENSE

These are stain colors, not product categories


CUSTOMIZE: BIT.LY/GA-CATEGORIES


8. SHOULD YOUR SITE GO MULTI-LINGUAL / -NATIONAL?


CHECK VISITOR COUNTRIES


… AND BROWSER LANGUAGES


CODES: BIT.LY/LANGUAGE-CODES


9. WHICH COMPETITORS ARE STALKING YOU?


IMPORTANT DISTINCTION

NOTE: Network Domain is

just the domain name of the

registered service provider.

These are mostly big ISPs

like Road Runner, but larger

organizations show up as

their own ISP.


SECONDARY WHUH?


REPORT: BIT.LYNETWORK-PROVIDERS


CAN ALSO CHECK FOR .GOV VISITS


AND VISITS FROM COLLEGES


GROUP THEM WITH A SEGMENT


CREATE AN ADVANCED SEGMENT


THEN APPLY TO NETWORK REPORT


CAN EVEN VIEW LANDING PAGES


10. ARE SITES SCRAPING YOUR SITE?


SCRAPERS DON’T REMOVE GA CODE


LEARN MORE


LINKS: BIT.LY/MICROCONF-BUNDLE


SLIDESHARE: BIT.LY/GA-QUESTIONS


E: [email protected]

T: @ANNIECUSHING

L: LINKEDIN.COM/IN/ANNIECUSHING

10 questions entrepreneurs need to ask their analytics

Marketing

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