GOOGLE ANALYTICS 201

Agenda

Limitations of Google Analytics Best Analytics Setup Customization Goal Setup Advanced segments Custom reporting Filtering out IP and Web Addresses Tips and tricks KPI Setting

Google Analytics Limitations

Free Version Data is limited to 5 million visits per month. Tied to a current AdWords account will allow up to 30

million visits per month. Google Analytics allows 6 Goal Options. Google Analytics allows up to 6 custom variables if they are

set at the “visitor” or “session” level and “page” variables. No access to raw visitor data, only can export CSV, XLS

data. Up to 100 Sites per account, but can have multiple

accounts. Filter out up to 100 IP or web addresses.

Best Analytics Setup

Many Channels are driving traffic to your site. In order to make the best web analytics business decisions it is advised you track all the channels incoming to your site by tagging them.

Tagging Google Campaigns is easy but specific. You have to use Google Campaign URL Builder Tool. Located here: http://www.google.com/support/analytics/bin/answer.py?answer=55578

Once you have all your URL’s tagged with codes, you will be able to track them under Traffic Sources > Campaigns.

Why is this a such a big deal?

Campaign Reporting

See which sources are driving your site goal Conversion! Flip through the Tabs at the top to see which campaigns have

the highest bounce rates.

Customizing Event Tracking

Google Analytics has Unlimited number of Events you can track. These are OnClick items that you can tag to see how many actions are really taking

place on your site. What you can tag:

Video Start Clicks PDF Document Clicks Submit Form Clicks Image Clicks Shopping Cart Clicks

The idea is to tag these events with special names so you can see what is being clicked on most often.

Guide with code for this is available free: http://code.google.com/apis/analytics/docs/tracking/eventTrackerGuide.html

Reporting output Content > Event Tracking

Goal Setup

To set up goals, go into your Overview of the site and click on Edit.

Once in the profile settings you will see options for Goal Setup.

Google Analytics only gives you 3 Goal Types.

Setting Up Advanced Segments

In the main dashboard on the left hand side you will see an area called My Customizations.

Click on Advanced Segments. Advanced Segments allow you group certain types of visits together. Top Right Click on Create New Custom Segment. Lets say I want to create a Custom Segment called Social Media and track

incoming traffic from YouTube, Facebook and Twitter.

Using Advanced Segments

In order to get to view the visit data of Custom Segments go to your Visitors tab. In the top right click on Advanced Segments and check Social Media.

Clicking on Social Media, All Visits, New and Returning Visitors will allow you to see Correlations in traffic. In this case, Social Media correlates directly with All Visits.

Setting Up Custom Reports

At the bottom of the left hand side under My Customizations you will find Custom Reports.

Creating a new Custom Report is very simple and easy to do. You just have to know what you are trying to answer and how to segment. Step 1 is to Create a Metrics by Dimensions Report.

Setting Up Custom Reports

Once you have created the custom report, in the top right select your segments.

Adding Multiple Segments will make reports look a little messy, so I suggest looking at them one at a time at first to see which one has the most impact.

In this example I created a report Goal 1 by Keyword segmented by All Traffic.

Setting Up Custom Reports

This is the same Custom Report, Goals by Keywords but Segmented for New vs. Returning visitor. 69 New Visit Checkouts and 39 Returning Visit. (This site is not doing a good job of getting loyalty out of their products). Here you can see #5 Tribug, is their brand name keyword. 5 Checkouts (Goal 1) from All visits, 2 from New and 3 from

Returning (Loyalty).

Filtering IP’s and Domains

In the main Overview at the bottom there is a Filter Manager.

• Top right click Add Filter. • Name your filter and select filter type IP, Domains and Sub domains.• If you don’t know your IP address type in “What is my IP” into Google.

Tips and Tricks: In-Page Analytics

In Page Analytics – Allows you to see Clicks, Transactions, Goals as users navigate through your site. It is the easiest way to see where users are clicking to get to Goal Conversions Content > In Page Analytics

Tips and Tricks: Funnel Visualization

Goals > Funnel Visualization allows you to see where the drop-off happens in your Checkout Success for eCommerce.

Tips and Tricks: Optimization

Look for pages with high bounce rates. Over 60% Look for where the areas of drops in the eCommerce shopping cart funnel. And

look at your site to see what may be alerting them to not checkout. If you do Email marketing, look for the days and times where you have the most

site traffic and send emails out then. Make sure you tag all campaigns so you can see what channels are really driving

your conversion and what your Direct traffic is. This is how you will find your loyalty.

Make sure your page is optimized for the browser settings that most visitors have and test for all browser types (FireFox, IE, Chrome and Safari).

Test the In Page Analytics to see the clickstream of your site. If they are not clicking on items, fill the space with something else.

Use the Google A/B testing tool to test various designs. Don’t forget about Mobile. Understand New and Returning Visitor behavior and if there is drop-off in

returning visitor conversions. Segment your traffic into groups and view 3 month trends to see if there is loss in

traffic. Connect your account to your AdWords account and look for Last Click Attribution

and keywords that contributed to other conversions.

KPI Setting

There are many actions that users can take on your site that you could consider a KPI (Key Performance Indicator).

However, you really need to consider dividing your site actions into 2 groups. Micro conversions Macro conversions

Leaving your Macro conversion as your 1 and only KPI.

How Can I Possibly Have 1 KPI? In some cases it’s easy. (Lead Generation

sites with 1 form, or eCommerce sites with Revenue).

In most cases there is a hybrid of Branding, Lead Generation or eCommerce.

If this is the case, you need to model your data into groups and then use correlations to figure out which groups of micro conversions are the highest drivers to macro conversion (KPI).

KPI Modeling

Your site metrics are: Visits, Page Views, Pages Per Visit, Time on Site, Video Views, Image Clicks, Reviews, Comments, Purchases and Revenue.

By setting up a correlation for a campaign and modeling which of these has the highest impact on purchases will provide you with a goal of how to drive more purchases.

By correlating these items to Revenue, you will see which has the highest impact towards revenue.

Putting It All Together

Determine the one KPI. Determine factors that Drive that KPI. Use the site In-Page analysis tool to

drive higher click through to micro conversions that drive to your KPI.

Keep track of Segments that drive the most KPIs and drive more traffic to those segments.

Keep on A/B testing.