Analytics that GSD - Hackers & Founders
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The document is a presentation by Mike Pantoliano discussing the importance of using customized analytics to measure startup growth effectively. He emphasizes avoiding vanity metrics and instead focusing on key performance indicators (KPIs) like revenue and active users. The presentation includes technical details on setting up Google Analytics for tracking and measuring specific business objectives.
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Analytics that GSD - Hackers & Founders
- 1. Analytics that GSD Let’s stop wasting time MIKE PANTOLIANO
- 2. Hi, I’m Mike MICHAEL PANTOLIANO Web Marketing Consultant mike.pantoliano@distilled.net @MikeCP
- 3. Michael Pantoliano | @MikeCP Image: http://factoryjoe.com/blog/
- 4. First: Let‟s Close Our Web Analytics
- 6. Image ganked defiantly from http://theleanstartup.com/
- 7. Beware of Vanity Metrics
- 8. Time on Bounce Site? Rate? Conversions? Visits?
- 9. <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXX-X']); _gaq.push(['_trackPageview']); Michael Pantoliano| @MikeCP
- 10. We can customize the crap out of Google Analytics
- 12. All Startups ≠ Same All Analytics ≠ Same Analytics Presentations ≠ Same
- 14. Right Now We‟re Here Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives Outcomes We‟re not covering this Michael Pantoliano| @MikeCP
- 15. Setting Goals URL Destination Time on Site Page Depth Events Michael Pantoliano| @MikeCP
- 16. Setting Goals Transactions GA eCommerce Tracking Setup Instructions http://dis.tl/VeqISj Michael Pantoliano| @MikeCP
- 18. Goal? Mini-goal? Mini-goal? http://getcomparisons.com
- 19. Now We‟re Here Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives Outcomes Michael Pantoliano| @MikeCP
- 20. Goal: “The best thing to measure the growth rate of is revenue. The next best, for startups that aren't charging initially, is active users.” KPI: “A good growth rate during YC is 5-7% a week. If you can hit 10% a week you're doing exceptionally well. If you can only manage 1%, it's a sign you haven't yet (pretty smart dude) figured out what you're doing.” http://paulgraham.com/growth.html Michael Pantoliano| @MikeCP
- 21. Revenue is easy
- 22. How To Define “Active Users”?
- 25. We‟ll come back to the „how‟
- 26. Access & Speed
- 27. …And Finally Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives Outcomes Michael Pantoliano| @MikeCP
- 28. Some of the Basics
- 29. Custom Reports Make Life Easier
- 30. Analyzing Acquisition Behavior Outcome Michael Pantoliano| @MikeCP
- 31. Outcomes? Behavior Acquisition
- 32. Outcomes? Behavior Acquisition
- 33. Outcomes? Custom Report: Much Better Behavior Acquisition
- 34. Custom Variables
- 35. _setCustomVar( index, // Slots 1 - 5 name, value, opt_scope // 1, 2, or 3 ) Documentation: http://dis.tl/IAPDfp Michael Pantoliano| @MikeCP
- 36. _gaq.push(['_setCustomVar', 1, 'Section', 'Life & Style’, 3 ]); Michael Pantoliano| @MikeCP
- 37. _gaq.push(['_setCustomVar', 1, 'Funnel', 'Abandoned', 2 ]); Michael Pantoliano| @MikeCP
- 38. _gaq.push(['_setCustomVar', 1, 'Gender', 'Male', 1 ]); Michael Pantoliano| @MikeCP
- 39. Name Value Active User Yes, No Logged In Yes, No Join Month 05, 06, etc. Author John, Steph # of Orders 1,10, etc. Recency Days/Months Michael Pantoliano| @MikeCP
- 40. <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxxxx-XX']); _gaq.push(['_setCustomVar', 1, 'user_type', '<?php echo $_GET["active"]; ?>', 1]); _gaq.push(['_trackPageview']); Michael Pantoliano| @MikeCP
- 41. Michael Pantoliano | @MikeCP
- 43. Events
- 44. _trackEvent( category, action, opt_label, opt_value, opt_noninteraction ) Documentation: http://dis.tl/RmJ4Qg Michael Pantoliano| @MikeCP
- 45. <p onload=“_gaq.push(['_trackEvent', 'Checkout Errors', 'Please enter valid payment information.’]);”>Please enter valid payment information.</p> Michael Pantoliano | @MikeCP
- 50. #Measure
- 51. Michael Pantoliano | @MikeCP
- 52. Shoulda Had Alerts Set Up
- 53. http://dis.tl/URQ60W 55+ Custom Alerts (LunaMetrics)
- 54. Multi-Channel Funnels Michael Pantoliano | @MikeCP
- 56. Adjusted Bounce Rate var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXXX-1']); _gaq.push(['_trackPageview']); setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000); http://dis.tl/Veijhz Michael Pantoliano | @MikeCP
- 57. Thanks! MICHAEL PANTOLIANO Web Marketing Consultant mike.pantoliano@distilled.net @MikeCP
Editor's Notes
- #25: When you eventually start generating revenue, your active users # should have a direct relationship with revenue figures