That Thing Called Analytics by JJ Pike
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The document emphasizes the importance of mastering the basics of web analytics to improve online behavior analysis. It outlines challenges faced in analytics, including overwhelming data and unclear goals, and provides detailed steps for organizing and tidying up Google Analytics data for accurate insights. The author stresses the necessity of setting clear goals and maintaining consistent data practices to enhance SEO effectiveness.
That Thing Called Analytics by JJ Pike
- 1. JJ PIKE Marketing Leader Digital Room (Phils.), Inc. @Jehrymine “The Importance of Mastering the Fundamentals”
- 3. Why is Analytics Difficult? • The numbers are overwhelming • The graphs are confusing • Goals are not clear
- 4. Web Analytics the study of online behavior in order to improve it ~wikipedia
- 5. Google Analytics • Website is your Patient • Google Analytics is the X-Ray
- 6. Data Analyst Reporter • Insights • Action • Comparisons • Value • Direction • Page Views • Top 10 Pages • Monthly Visitors • Time on Site • Cut and Paste Which side are you on?
- 13. The only way to improve the game of SEO is to master the basics and the fundamentals.
- 14. Not using goals is a crime against humanity. “ ” Avinash KaushikAnalytics Evangelist, Google
- 15. Consistency is Key – Write down and review your URL nomenclature before implementing it. – When using manual UTM tagging, take note that GA is case sensitive. – Define your goals based on the 3Cs (Context, Contrast and Comparison) Accurate Insights Need Accurate Data
- 16. TIDY UP EXCLUDING INTERNAL TRAFFIC
- 17. Tidy Up! – Excluding Internal Traffic Step 1 – Find your Public IP by doing a quick search on Google.
- 18. Step 2 – In GA, go to ‘Admin’ and click ‘Filters’ under VIEW. Select ‘Exclude’, ‘Traffic from the IP addresses’ ‘that are equal to’ and type your IP – Hit Save. http://bit.ly/1HdkGIo Tidy Up! – Excluding Internal Traffic
- 19. TIDY UP LOWER CASE PARAM VALUES
- 20. • Go to Acquisition > All Traffic > Source/Medium • Set Primary Dimension as ‘Source’ • Set for a longer date range • Export Data and Open in Excel STEP 1
- 21. Tidy Up! – Lowercase Values
- 22. In Excel, click Column A and Highlight for Duplicate Values – Then filter only duplicates STEP 2 Tidy Up! – Lowercase Values
- 23. In Excel, click Column A and Highlight for Duplicate Values – Then filter only duplicates Tidy Up! – Lowercase Values STEP 3
- 24. Go back to GA Filters under VIEW, – Create a Custom Filter – Select ‘Lowercase’ – Type ‘Source’ under the Filter Field and Save. Tidy Up! – Lowercase Values STEP 4
- 26. A. If blog is a subdirectory - Create new Predefined Filter - Select ‘that begins with’ - ‘traffic to subdirectories’ - ‘that are equal to’ - Enter your blog URI - Hit Save
- 27. - Create new Custom Filter - Type in a Filter Name - Click ‘Include’ - Select ‘Hostname’ - Enter Filter Pattern Note: To prevent your own subdomains from showing up as self-referrals, you need to add your subdomains to the referral exclusion list found under Property > Tracking Info > Referral Exclusion List B. If blog is a subdomain
- 28. TIDY UP EXCLUDING URL PARAMETERS ++BONUS
- 29. URLs with Different Parameters are tracked as Unique Pages by Google Analytics
- 30. Note: Only exclude parameters that does not influence the content shown to the user (ie. Page/Price/Image Sorting, Product ID)
- 31. Step 1: Go to Behavior > Site Content > All Pages. Type ‘ ? ’ in the Search box then sort by Pageviews. Now identify query parameters that you want to exclude
- 32. Step 2: Go to Admin > View > View Settings; Type the query parameters that you want to exclude followed by a comma ( , ) and a space.
- 33. Tidy Up! – Excluding URL Parameters
- 34. TIDY UP VIEWING FULL URLs ..and stop getting hacked
- 35. GA Doesn’t Include Full Domains by Default URL # of Pageviews www.mywebsite.com/ 250 blog.mywebsite.com/ 150 shop.mywebsite.com/ 100 Ims.mywebsite.com/ 58
- 36. Nothing unusual
- 37. Digging deep..
- 39. Our website was copied along with the Tracking Pixels
- 40. View Full URLs In Admin – View Filters – Create Custom Filters – Advanced – Field A -> Extract A = Hostname | (.*) – Field B -> Extract B = Request URI | (.*) – Output To -> Constructor = Request URI | $A1$B1 – Field A Required = Yes – Override Output Field = Yes – HIT SAVE
- 42. THANK YOU! JJ PIKE Marketing Leader Digital Room (Phils.), Inc. @Jehrymine
Editor's Notes
- #2: Intro – good aft Overview – what to expect at the end Realization Essentials Feedback: Slow down Don’t eat your words
- #3: So to introduce myself, I am JJ Pike, I work as the Marketing Leader of Digital Room Inc Philippines, and I focus heavily on Acquisition marketing through paid search. Our company, DRI, is a portfolio of online printing brands, and the company is on track to generate $120 MM in sales in 2015, and $19MM of that goes to our advertising budget. So imagine the pressure when your VP tells you, “JJ, I need you to spend this money to keep our business growing.” It’s a lot and it’s no easy task, most of the time when we’re given responsibility, no matter how big or small, we get overwhelmed, and we always try to bite off more than we could chew. The same thing goes with Analytics.
- #4: Or is it because we have not invested sufficient time to learn it? GA is a powerful tool, and anything you do can be tracked tested and optimized. But all that power comes with a price – and it’s the time you invest in learning.
- #6: identifies and displays anything under the skin But it wont end your pain. wont fix your problem. That means analytics alone is not enough. It needs smart people like you
- #7: 2 types of analytics users Insights – what can I do to improve my website Action – things that I know I can improve immediately Comparisons – why is this page better than the other? Value - how valuable are my newsletter offers? Direction – they know how to accomplish their goals Reporter – caveman analytics. Barely scratching the surface.
- #8: when things get overwhelming Sit down - relax List down Based on Low effort high return activities – achieving more with less effort Pareto principle - 80 percent of the result comes from 20 percent of your efforts Tools – available resources
- #9: Practicing web analytics requires you to make things better Imagine your favorite basketball team, when each of the players just wanted to do dunks, alley-oops and cross-overs more than dribbling, running and passing and shooting the bal. Everyone just wanted to be PROS. Everyone wants to be advanced without fully understanding the importance of the basics. Here’s a trivia Did you know that Tiger woods still hired another coach (chris como) to master his golf swing? It’s because he still wanted to improve his game even though he’s already the best OR how about this next guy? I’m pretty sure you don’t know him
- #10: summary
- #12: Kobe was relentless. He wanted to make sure that every shot counts. And it was just the basic. So let me tell you another story since this is more in the same field. I am not even ashamed to share with you this. Even though our company is growing year over year, our Team wasn’t growing internally. We were very similar to that Basketball team where each member was trying to do their own thing. We were uncoordinated, we lack documentation and communication with the higher ups because we felt like we could accomplish more by skipping that. We lack process. And we were wrong. Skipping the basics created more problems which made our work even more harder and more stressful. We fail every quarter, but since we realized our mistakes and failures, we became relentless and went back to the basics.
- #13: And all of us in the team agreed to this saying. Would you guys agree as well?
- #14: not just seo generic
- #15: Goals define what success means if you don't track, you cant measure, if you cant measure, you cant make things better In order to be a great analyst, you got to ask questions.
- #16: Context – tells the story of the spefic group of visitor Contrast – what is unique with this group? Comparison – what do they have in common?
- #17: This is the most commonly missed filter especially for a brand new site. This will skew every metric in your reports so instead of gaining insights about your visitors, you’ll learn how you behave on your own site. Note: not retroactive
- #20: This next filter is very important if you’re doing manual utm tagging and especially when you’re breaking down the data on the source view.
- #29: URLs with different parameters will be tracked as unique pages. In order to track visits of the same url or landing page, you need to exclude url parameters so that visits gathered will be only counted to that same url. Some numbers suggest that on average, over one-third of all web traffic to a given site is an automated bot. If you enable the option to filter bots, you will very likely see a drop, possibly a significant drop, in traffic to your site, but your numbers will be more accurate for measuring. https://plus.google.com/+GoogleAnalytics/posts/2tJ79CkfnZk
- #30: 347
- #35: This filter serves 2 purposes. There are times that we use the same account profile for our domains and subdomains. It could be beneficial when you’re able to see the full url to distinguish between sites on your reports. Like your blog homepage is different from your sales home page. Without this filter, you will immediately be informed if you’re getting hacked already
- #36: www.mywebsite.com/ Blog.mywebsite.com/ Shop.mywebsite.com/ Ims.mywebsitecom/ /index.php
- #42: Examples are basics But essentials