Getting more from Google Analytics
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This document discusses key features of Google Analytics that can provide actionable data and help measure site success. It highlights Advanced Segments for understanding visitor demographics and behavior, Goals for defining and measuring success metrics for different site types, and Intelligence Events for discovering unknown factors. The author advocates using these features to gain insights from multi-channel visitor funnels and find unknown factors that could help improve the site.
Getting more from Google Analytics
- 1. Getting more from Google Analytics Seamus Morley Find50 Marketing www.find50-marketing.co.uk Twitter: @find50
- 2. Advanced Segments • Where do visitors come from ? – Organic/SocialMedia/Grant PPC, Display Ads... • Where did they go on the site ? – Top Pages/Site Sections/Return Visits • What did they complete? – Downloads/SignUps/ beware site-wide averages
- 4. C Arjen van den Broek Goals Measuring Success Ecommerce Site > £/£/£ Content Site > `more visits staying longer` > Time on Site/ > BRate/PagesVisit > Market Share ? Multi-Channel Funnels – who contributed ?
- 5. GA - GOALS Multi-Channel Funnels
- 6. Intelligence Events • `Unknown unknowns` • Custom • Automatic
- 8. GA - Three key features • Advanced Segments • Goals • Intelligence Events • Actionable data • Measuring site success • Find `unknown unknowns`
- 9. For more follow me on Twitter:@find50. First 3 new followers will get a free web site review/ consultation. Presentation plus notes available at: www.find50-marketing.co.uk Comments/feedback welcome at: seamus@find50-marketing.co.uk
Editor's Notes
- #2: Presentation Focus is 3 practical things you can do to get more from GA. > Now used by around 300k accounts W`wide/ Recent Major update / Extendable Tracking code for custom variables/ >Now a `data framework` ie in addition to the regular interface it now has an easy to use API./ > Google looking to extend it beyond existing web site data eg adding Social Tracking, etc > Now a group of 3rd party suppliers of plug-ins.
- #3: Advanced Segments. BEWARE Site Wide Averages. >The purpose of GA data is to help people make better decisions re audiences, content. > To do this site wide averages are useless actually worse as they are misleading ( see Blog Post) > Advanced Segments are a great way to find actionable data ( Profiles less important these days) > Default and Custom segments. So: By region/city/New/ Returning/by `engagement`/SOURCE: ads/banners/SMedia/etc CONTENT: Lovely features such as Preview Segment and Test Segment GA was designed to show how the effect of AdWords/Marketing.
- #4: Default Segments Custom Segments can be easily created and tested.
- #5: Goals/Multichannel Funnels For an ecommerce site it will be about leads/sales, etc. But for a `content site` eg BBC, Newspaper Sites. > NB: Maximum 30 Goals per Profile. Goals can be: URL reached/ Time on Site/ Pages Viewed/ or Events: eg form completed/downloads/Video viewed, etc Eg Number of visitors that you send to a `partner` site. >MultiChannel Funnels: Assisted Conversions. What channel contributed to Goals ? Not just `last click attribution`
- #6: Can be any of 3 kinds; 1. Events such as: download/ link to another site/ Sign-up / 2. Engagement: ie Time on Site/ Pages Viewed/ 3. URL destination: 4: Not easy to copy Goals from PROFILE to Profile.
- #7: Making good use of computers – let them find changes in usage patterns. Automatic or Manual You can get email notification too
- #8: Custom Alerts created automatically based on the performance of your site. Custom Alerts can be auto sent to your email address.