Top 10 Google Analytics Reports
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The document outlines top strategies for using Google Analytics in evaluating online newsrooms and content marketing effectiveness. It emphasizes the importance of understanding visitor behavior through various reports such as engagement metrics, landing page performance, and conversion funnels. Additionally, it discusses the role of social media in driving traffic and highlights the necessity of analyzing user engagement from different sources.
Top 10 Google Analytics Reports
- 1. TOP 10 GOOGLE ANALYTICS REPORTS http://www.press-feed.com @pressfeed #PFGA
- 2. Online Newsrooms and Content Strategy • “Newsrooms – if done right – can be an excellent source for new content. However, in this renewed age of content marketing, it can’t just be the press releases. • Whatever content gets put up has to be compelling enough for people to want to share. It should not simply report facts, but should have some sort of human element explaining what this news means to the target audience.” - Thom Craver https://twitter.com/thomcraver
- 4. THOUGHTS ABOUT “GOOGLE ANALYTICS TIPS: 10 DATA ANALYSIS STRATEGIES THAT PAY OFF BIG!” BY AVINASH KAUSHIK Dana Chinn chinn@usc.edu Lecturer @danachinn
- 5. 5 Two types of analytics data Behavioral research What people did as captured by an action taken on a keyboard or mouse Attitudinal research What people say they did what they think and why as captured by surveys, focus groups, social media, usability studies
- 6. 6 Unique visitors visit a site and generate page views
- 7. 7 What actions indicate engagement? Visit, regularly View content, a lot Interact, often -- rate, print, vote, take a poll, click on an ad -- share, e-mail, comment, contribute
- 8. 8 Start with an overall view of visits by week
- 9. 9 Google “Analytics measures both visits and visitors in your account. “Visits represent the number of individual sessions initiated by all the visitors to your site.” 15 visits or sessions Google Analytics: The Difference Between Clicks, Visits, Visitors, Pageviews, and Unique Pageviews
- 10. Analytics Measurement Model – E-commerce Start here Visits that come from… Market Motive/Avinash Kaushik
- 11. 11 Segment… …or die! -- Justin Cutroni, Cardinal Path
- 12. Sources Overview
- 13. 13 Segment #1: Sources Overview report Where did an external visitor come from? Did they come based on actions we took? Visits that come from… Needs to be custom coded
- 14. 14 Balanced Too reliant on search Graphs from “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik
- 15. 15 Facebook, Twitter and other third-party social media services are considered “referring sites” Too reliant on social media? Or a site architecture / Google Analytics set-up issue?
- 16. 16 Segment: Visits that came from branded vs. unbranded search terms Visits from people who were signed in into Google Brand name Visits from Advertising slogan branded search Name of your CEO Topic you want to be known for Visits from Topic you don’t want to be known for unbranded search Topic you didn’t know you were known for
- 17. Landing Pages
- 18. 18 Segment #2: Landing Pages report Visits that came from search or Facebook or from a bookmark or from an e-mail campaign… Where did they land? What happened when they got there? Did they stay? Buy? Leave?
- 19. 19 Bounce rate The percent of visits with only one page view “I came. I saw. I puked.” -- Avinash Kaushik on bounce rate A bounce: a visit with only one page view
- 20. 20 “Forty-six percent of the 11.1 million visits that came Site bounce rate to our site in the last 12 months bounced. In other words, there were five million times someone came to the site, looked at one page, and left.”
- 21. 21 Site bounce rate: Interesting… …but ultimately not actionable
- 22. 22 Landing page bounce rates by traffic source give actionable insights How many people came to the site directly…. …and landed on the home page… …and bounced?
- 23. Goals
- 24. 24 Segment #3: Goals report Visits that came from search or Facebook or from a bookmark or from an e-mail campaign… …and resulted in a micro-conversion vs. a macro-conversion vs. ?
- 25. 25 Goals and goal values differ by company and project Goals need to be set up in Google Analytics Images from Market Motive and “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik
- 27. 27 Segment #4: Conversion funnels report “Funnels provide a wealth of actionable information that can have an immediate effect on website success. “Any defined processes, no matter how small, should be measured using a funnel.” -- Justin Cutroni From “Applying Google Analytics Goal and Funnel Techniques,” by Justin Cutroni, Public Media Metrics
- 28. Of all of the visits that came in directly, how many converted, or resulted in a sale? 1 Landing page with internal search window 2 Internal search results 3 Product description and price 4 Product added to cart 5 Account sign-in 6 Review / pymt. Purchase confirmation page
- 29. 29 100% conversion Most common Optimal Ill-defined Poorly converting From “Advanced Web Metrics with Google Analytics” (third edition), by Brian Clifton
- 31. 31 Segment #5: Multi-Channel Funnel Assisted Conversions Report “If all your campaigns always include campaign tracking parameters, this report is really good at Visits from answering this critical question: Is channel x more likely to be at the end of the conversion process or …that resulted in a conversion drive traffic that might convert later via a different channel? From “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik
- 33. 33 Segment #6: Mobile Devices Report (mobile web) Should we use a mobile-optimized, responsive design for our site? 20% of visits DID use a mobile 20% device 80% 80% of visits did NOT use a mobile device 20% Week 1 Week 2 Week 3 Week 4
- 34. 34 Visits to a mobile site result in different behavior and outcomes… Old mobile web site New mobile web site New full-sized web site – same as full-sized site …and thus need to be analyzed differently – and separately
- 36. 36 Segment #7: In-Page Analytics Report How do these click percentages differ by traffic source and landing page? Image from “Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!” by Avinash Kaushik
- 37. Location Report
- 38. 38 Segment #8: Location Report So what? Only small percentages of visits to our site come from cities and states we’re targeting with our new marketing campaign.
- 39. 39 Get the data out of Google Analytics and put it in a format that’s meaningful for your company’s business goals India China 8% 11,439 5% 7,188 Canada, Other U.S. UK U.S. 29% 5% 43,715 7,393 All other 53% 29% 80,354 Calif. 45,008 24% 36,639 “All other” includes 183 countries, each with 1 percent or less. “Other U.S.” includes other states, each with 5 percent or less.
- 40. Search Terms
- 41. 41 Segment #9: Site Search Terms Report Visits that use your site’s internal search engine: What were they looking for that they didn’t see on the landing page? What search terms did they use? Did the search results give them what they wanted? Did they leave the site when they saw the results? Did they search again?
- 42. 42 Are the external search terms – paid and organic – the same as internal search terms? Visits from people who were signed in into Google Brand name Visits from Advertising slogan branded search Name of your CEO Topic you want to be known for Visits from Topic you don’t want to be known for unbranded search Topic you didn’t know you were known for
- 43. Social Media
- 44. Network Referrals As your content is shared it's important to understand how visitors from different social sources engage with your newsroom
- 45. Conversions Shared content URLs become the entry points into your site or newsroom, driving traffic from social sources. Measuring the conversion value of this traffic will help you understand the impact of Social on your business.
- 46. Landing Pages People increasingly engage with, share, and discuss content on social networks. It's important to know which pages and content are being shared, where they're being shared, and how
- 47. Social Plug-ins Adding Social Plugin buttons to your site (for example, Google "+1" buttons) allows your users share content to social networks directly from your site. Your social plugin data shows you which content is being shared, and on which networks.
- 48. Social Visitor Flow • Top social referrers • Top landing pages • Page drop-off rate. • By comparing the drop- off rate of social traffic to other traffic sources, you can determine which traffic referrers are sending the most qualified visitors to your website.
- 55. The Social Online Newsroom www.press-feed.com sally@press-feed.com