Applied Analytics: Insights and Actions from 13 Google Analytics Reports
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The document discusses applied analytics and essential marketing questions derived from various reports, emphasizing the importance of analyzing data effectively rather than getting overwhelmed by it. It provides actionable insights on how to engage mobile visitors, optimize for social media, enhance SEO efforts, and improve conversion rates through website analysis. Additionally, it highlights the necessity of integrating data-driven strategies and techniques in marketing processes to drive performance and achieve better results.
Applied Analytics: Insights and Actions from 13 Google Analytics Reports
- 1. Applied Analytics Questions, Answers and Actions from 13 Reports Andy Crestodina Strategic Director @crestodina
- 2. source: Social Media Today
- 3. Traffic x Conversion Rate = $
- 7. If you see a data puke, then you know you’re looking at web reporting. If you see words in English outlining actions, then you are looking at web data analysis. Avinash Kaushik Occam’s Razor
- 8. @crestodina
- 11. @crestodina
- 12. @crestodina
- 13. @crestodina
- 14. @crestodina
- 15. Who’s job is this Analytics stuff?
- 16. @crestodina
- 17. Turning marketing ideas into questions
- 19. AUDIENCE REPORTS
- 20. Visitor = User Visit = Session @crestodina
- 21. Turning marketing ideas into questions Are our visitors using mobile devices? 1
- 22. Audience > Mobile > Overview @crestodina
- 23. @crestodina
- 24. Audience > Mobile > Overview @crestodina
- 25. Audience > Mobile > Overview @crestodina
- 26. Turning marketing ideas into questions Are mobile visitors less engaged? 2
- 27. Audience > Mobile > Overview @crestodina
- 28. Audience > Mobile > Overview @crestodina
- 29. Audience > Mobile > Overview > Bounce Rate @crestodina
- 30. Audience > Mobile > Overview > Avg Session Duration @crestodina
- 31. Actions 1. Check the design of landing pages for mobile visitors 2. Create schedule for mobile testing @crestodina
- 32. Turning marketing ideas into questions Is the site working well in every browser? 3
- 33. Audience > Technology > Browser & OS @crestodina
- 34. Audience > Technology > Browser & OS @crestodina
- 35. Audience > Technology > Browser & OS @crestodina
- 36. Audience > Technology > Browser & OS @crestodina
- 37. Actions 1. Test the site on the browsers with higher bounce rates. @crestodina
- 38. • Are millenials visiting our website? What are they doing? • How many of our visitors are local? National? International? • What times of day are people reading our blog? More Q’s to Ask Your Audience Reports @crestodina
- 40. Turning marketing ideas into questions Which social network drives the most traffic? 4
- 41. Acquisition > All Traffic > Channels @crestodina
- 42. Acquisition > All Traffic > Channels @crestodina
- 43. Acquisition > All Traffic > Channels > Social @crestodina
- 44. Acquisition > All Traffic > Channels > Social @crestodina
- 45. Acquisition > All Traffic > Channels > SocialAcquisition > All Traffic > Channels > Social (% view) @crestodina
- 46. Turning marketing ideas into questions 5 Which social network drives the best traffic?
- 47. Acquisition > All Traffic > Channels > Social @crestodina
- 48. Acquisition > All Traffic > Channels > Social @crestodina
- 49. Actions 1. Focus on social networks with high conversion rates. @crestodina
- 50. Acquisition > All Traffic > Channels > Social @crestodina
- 51. Acquisition > All Traffic > Channels > Social @crestodina
- 52. Acquisition > All Traffic > Channels @crestodina
- 53. Acquisition > All Traffic > Channels @crestodina
- 54. Actions 1. Focus on networking benefits of social media, not traffic benefits. 2. Resource allocation! @crestodina
- 55. Turning marketing ideas into questions What phrases are we ranking for? 6
- 56. Acquisition > SEO > Queries @crestodina
- 57. Acquisition > SEO > Queries @crestodina
- 58. Acquisition > SEO > Queries @crestodina
- 59. Acquisition > SEO > Queries @crestodina
- 60. Acquisition > SEO > Queries @crestodina
- 61. Actions 1. Find the pages. Confirm the rankings. 2. Improve the page by adding detail, keywords, video, internal linking, etc. @crestodina
- 62. • Which email campaigns pull in the most visits? • Which pull in visitors who dig deeper? • Which sites have linked to us recently? Are they sending us referral visitors? More Q’s to Ask Your Acquisition Reports @crestodina
- 63. Search + Social One post, optimized for both
- 64. @crestodina Content designed to attract visitors
- 67. How many people are waiting for your article to go live? Make sure it’s not zero.
- 68. BEHAVIOR REPORTS
- 69. Turning marketing ideas into questions What are people looking for on our site? 7
- 70. Behavior > Site Search > Search Terms
- 71. Behavior > Site Search > Search Terms
- 72. Behavior > Site Search > Search Terms
- 73. Behavior > Site Search > Search Terms
- 74. Actions 1. Optimize your own pages for your own search tool. 2. Publish content on those topics. @crestodina
- 75. Turning marketing ideas into questions Are they reading what we’re writing? 8
- 76. Percent Content Consumption vs. Percent Published @crestodina
- 77. Percent Content Consumption vs. Percent Published @crestodina
- 78. Percent Content Consumption vs. Percent Published @crestodina
- 79. Percent Content Consumption vs. Percent Published @crestodina
- 80. Actions 1. Publish more content on those popular topics. 2. Promote the high value content better. 3. Reconsider your content strategy! @crestodina
- 81. Turning marketing ideas into questions Which posts are the most engaging? 9
- 82. Behavior > Site Content > All Pages @crestodina
- 83. Behavior > Site Content > All Pages @crestodina
- 84. Behavior > Site Content > All Pages @crestodina
- 85. Behavior > Site Content > All Pages @crestodina
- 86. Behavior > Site Content > All Pages @crestodina
- 87. Behavior > Site Content > All Pages @crestodina
- 88. Actions 1. Publish more content on the popular topics. 2. Do more to promote the low-traffic, high value posts. @crestodina
- 89. Turning marketing ideas into questions What is the top path through our website? 10
- 90. Behavior > Behavior Flow @crestodina
- 91. Behavior > Behavior Flow @crestodina
- 92. Behavior > Behavior Flow @crestodina
- 93. Behavior > Behavior Flow (Explore Traffic through “/”) @crestodina
- 94. @crestodina Behavior > Behavior Flow (Explore Traffic through “/”)
- 95. Actions 1. Rebalance your navigation 2. Polish up the pages in that top path 3. Make sure the billboards are on the highway (videos, testimonials, etc.) 4. Get rid of your testimonials page @crestodina
- 97. Turning marketing ideas into questions Which posts inspire action? 11
- 98. Behavior > Site Content > All Pages @crestodina
- 99. Behavior > Site Content > All Pages (filtered) @crestodina
- 100. Behavior > Site Content > All Pages (filtered) @crestodina
- 101. Conversions > Goals > Reverse Goal Path @crestodina
- 102. Conversions > Goals > Reverse Goal Path @crestodina
- 103. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
- 104. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
- 105. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
- 106. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
- 107. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
- 108. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
- 109. Conversions > Goals> Reverse Goal Path > Subscribers @crestodina
- 110. Behavior > Site Content > All Pages @crestodina
- 111. Pageviews Per Blog Post @crestodina
- 112. Subscribers Per Blog Post @crestodina
- 113. Conversion Rate Per Blog Post! @crestodina
- 114. Conversion Rate Per Blog Post @crestodina
- 115. @crestodina
- 117. Actions 1. Drive traffic to these posts, through social, email, internal linking, ads, etc. 2. Publish more content on these topics. @crestodina
- 118. Connect your traffic champions to your conversion champions!
- 119. Turning marketing ideas into questions Which pages support the lead gen funnel? 12
- 121. Turning marketing ideas into questions Where are we losing people during checkout? 13
- 122. Conversions > Goals > Funnel Visualization @crestodina
- 123. Conversions > Goals > Funnel Visualization @crestodina
- 124. @crestodina
- 125. Actions 1. Reduce number of steps. 2. Remove distractions. 3. Answer top questions earlier. @crestodina
- 126. • What hour of day, day of week or month of year are visitors most likely to act? • Are people buying right away? More Q’s to Ask Your Conversion Reports @crestodina
- 127. Data-Driven Empathy
- 128. @crestodina
- 129. @crestodina
- 130. @crestodina
- 131. Content marketing is a lot of work... @crestodina
- 132. @crestodina
- 133. Every number in your Analytics is inaccurate ...but so what?
- 135. @crestodina
- 136. 1. No cookie? No data. 2. JavaScript Disabled? No data 3. Time on page? Or time on tab? 4. Same Device, Different User 5. Same User, Different Device / Browser This can be a problem... @crestodina
- 137. First Touch Deep Dive Purchase Purchase Loyalty @crestodina
- 138. First Touch Deep Dive Purchase Purchase Loyalty @crestodina
- 139. First Touch Deep Dive Purchase Purchase Loyalty @crestodina
- 140. Is that you in your Analytics? Create a filter! @crestodina
- 141. Is that you in your Analytics? Create a filter!
- 145. Are those robots in your Analytics? Exclude ‘em!
- 146. Are those robots in your Analytics? Exclude ‘em!
- 147. Are those robots in your Analytics? Exclude ‘em!
- 149. Traffic Sources Aren’t What They Seem @crestodina
- 150. @crestodina Use URL Tracking Code for “Campaign” Reports
- 151. Use URL Tracking Code for “Campaign” Reports @crestodina
- 152. Use URL Tracking Code for “Campaign” Reports @crestodina
- 153. Use URL Tracking Code for “Campaign” Reports @crestodina
- 154. Use URL Tracking Code for “Campaign” Reports @crestodina
- 155. Use URL Tracking Code for “Campaign” Reports @crestodina
- 157. @crestodina
- 158. @crestodina
- 159. @crestodina
- 160. Admin > Property Settings @crestodina
- 162. What does success look like? Setup Goals! @crestodina
- 163. Admin > View > Goals @crestodina
- 164. Admin > View > Goals @crestodina
- 165. Admin > View > Goals @crestodina
- 166. Admin > View > Goals @crestodina
- 167. Admin > View > Goals @crestodina
- 169. Conversions > Goals > Funnel Visualization @crestodina
- 172. Analytics Shortcuts & Collaboration Tips There is no I in GA!
- 173. Adding Users Admin > View > User Management @crestodina
- 179. Google Analytics Solutions Gallery @crestodina
- 184. Reasons to Add an Annotation 1. Email campaign 2. Start / change / stop PPC 3. PR hit 4. Change in publishing calendar 5. Website change 6. Analytics setup change @crestodina
- 188. Sample Marketing Meeting Agenda ...integrate Analytics into your process
- 189. 0:00 – 0:10 Brief updates from teams These might be individual people or entire departments. It could be the client and the vendor. It could be the social media community manager, the PPC partner, the freelance blogger and the marketing director. • Any major issues? • Any victories to celebrate? • Report on the big picture? Review Dashboards @crestodina
- 190. 0:10 – 0:40 Review Current Activities Take a close look at where your time, effort and budgets have been focused since the last meeting. • What are the outcomes of the actions we are taking? Are they worth the time/cost? Reports and Analysis • Should we adjust our approach? Need more time? Continue or discontinue that activity? • Did everyone complete their action items from the last meeting? (accountability) • Does anyone need help? Can anyone support anyone else’s efforts? • Are we confident as a team that we’re going in the right direction? @crestodina
- 191. 0:40 – 0:55 Consider New Initiatives Just knowing that there’s a time and place to bring up new ideas will keep people from distracting each other during the week. • Anyone have any new ideas? • Is there evidence that this effort will be worth the time/cost? Reports and Analysis • Schedule more time to weigh pros/cons and then decide/delegate? @crestodina
- 192. 0:55 – 0:59 Action Items Expectations for everyone should be crystal clear when they walk out of the room or hang up the phone. • Who is going to do what before the next meeting? @crestodina
- 193. Thank you! Andy Crestodina Strategic Director | @crestodina bitly.com/contentchem