Download - Turbocharging your Google Analytics data
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Neil Barnes - Head of Insight & Traffic
Turbo charging
your Google Analytics
Data
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Head of Insight & Traffic
Neil Barnes Friday Media Group
@neilbarnes1980
Hi, I’m Neil!
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The Google Analytics interface is good…
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…but at the same time very restrictive
1. Designed for single website businesses
2. Poor data visualisation
3. See data as Google thinks you should
4. Not designed to automate/integrate data
5. Barrier for key decision makers
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You’re left wanting more from your data!
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It needs turbo charging, But how?!
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Help is at hand via Google Sheets
• A single view of your data
• Ability to build and send large reports
• A product that is ever closer to Excel
• Increased data transparency
• Integration with Google Analytics
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Hook up Analytics in 3 easy steps
1. Add-ons > Get Add-ons
2. Search for ‘Google Analytics’
3. Click the +Free button to download the Add-on
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You’re ready to turbo charge your data!
• Query data by multiple views
• Use formulas and functions
• Query new data combinations
• Apply filters/segments
• Ramp up sampling level
• Export more data (10,000 rows vs. 5,000 in interface)
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Pull data into your Google Sheet To run manually: Add-ons > Google Analytics > Run reports
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Scheduling will automate data retrievalAdd-ons > Google Analytics > Schedule Reports
Schedule data hourly, daily, weekly, monthly
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Give your data some freedom!
• Report data on multiple views
• Enhance data visualisation
• View data the way you want
• Align data with other sources
• Automate reporting & save time
• Increase data transparency
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Traffic Alert Monitoring
How Friday Media Group have used the add-on to turbo charge data
Identify health of websites
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Automation example: Traffic Alert Monitoring
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The Business Need
“To ensure abnormal trends in traffic and conversion metrics, both top-level and by
channel, are easily and readily available to all key business stakeholders and can be
monitored on a daily basis”
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Custom alerts didn’t cut the mustard
• Trial & Error
• Alert triggers always shifting
• Lag in emails arriving
• No control over time email received
• Risk of people ignoring alert emails
• Breaking out by channel is time consuming
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So we built our own alert report
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And found this helped us as follows
• Abnormal trends spotted within 24 hours
• Knew quickly which channels needed to be put right
• Data transparency to all stakeholders
• Fully automated report
• Traffic lighting stops this being ‘a sheet of numbers’
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Want to adopt this reporting template?
• Traffic Alert Reporting Template
• Take a copy of this document and follow the instructions in the ‘get started’ tab
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Automation & Integration: Identify health of websites
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Business Need
“For senior management to view the health of all business websites in one document, to quickly understand our strongest and
weakest performers”
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The Google Analytics interface didn’t provide the data the way we wanted it
• Adopting status indicator based on ruling
• Consider both Google Analytics & internal data
• Running this task through interface was too time consuming
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So we built a site status indicator report
Red = % to Target less than 100% and % YOY negative
Orange = % to Target less than 100% and % YOY positive
Green = % to Target 100%+ and YOY positive
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Having all this data in one place helped
• Senior Management could quickly see our winners and losers
• Zero maintenance reporting
• Helped with target setting and setting more realistic goals
• Ensure our marketing strategy aligns with data
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Want to adopt this reporting template?
• Download the Template
• Take a copy of this document and follow the instructions in the ‘get started’ tab
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This is just the tip of the iceberg. How about…
• Session and event data side by side?
• Automate adwords reporting?
• Present content grouping data in a clearer way?
• Understand mobile visit share by site or by channel?
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Once you’ve mastered this Add-on…
• Supermetrics
• Excel and Google Drive solutions
• Adwords, Bing Ads, Search Console integrations in addition to Analytics
• Analytics Edge
• Excel only solution
• Integrations beyond just Google Analytics
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Neil Barnes - Head of Insight & Traffic
Thank You