Web analytics for sane people
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This document provides a summary of web analytics for business purposes. It discusses setting goals and determining the value of conversions. It recommends setting up Google Analytics to track metrics like visits, visitors, pageviews, as well as quality metrics around context and medium. The document advocates focusing on goals, conversions and value over more general metrics like hits.
![For every person who [converts],
I get [value].](https://image.slidesharecdn.com/analytics101-121029191324-phpapp02/85/Web-analytics-for-sane-people-18-320.jpg)
![VALUE
For every person who [converts],
I get [value].](https://image.slidesharecdn.com/analytics101-121029191324-phpapp02/85/Web-analytics-for-sane-people-76-320.jpg)
Web analytics for sane people
- 1. WEB ANALYTICS FOR SANE PEOPLE Ian Lurie @portentint ian@portent.com
- 2. portent.co/saneanalytics (Yes, use .co, not .com)
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- 4. WTH is analytics, anyway?
- 6. look! at! how! cool! I! am!
- 7. look! at! how! cool! I! am!
- 8. Analytics connects action to value
- 9. Analytics provides next steps
- 10. GOALS
- 11. A goal is a desired action
- 17. Completed goal = Conversion
- 18. For every person who [converts], I get [value].
- 19. For every person who buys a book, I get $9.
- 20. For every person who views my latest article, I get $3.
- 21. For every person who follows me on Facebook, I get $.41.
- 22. FIND 5 GOALS. ATTACH VALUES.
- 23. GOOGLE ANALYTICS
- 24. SETTING UP
- 29. COPY
- 32. PASTE
- 33. OR…
- 34. WHAT TO TRACK
- 36. QUANTITY HOW MANY?
- 37. QUANTITY HOW MANY? VISITS PEOPLE PAGEVIEWS
- 39. QUANTITY
- 40. QUANTITY VISIT 1 PERSON 1 TIME
- 41. QUANTITY VISITORS UNIQUE VISITOR 1 PERSON 1 PERSON 1 TIME 1+ TIMES A VISIT A PERSON
- 42. QUANTITY PAGEVIEW = 1 PAGE LOADED
- 44. QUALITY
- 45. QUALITY
- 46. QUALITY
- 48. QUALITY
- 50. QUALITY OMG WHAT THE HELL'S GOING ON! UNIVERSE ENDING PARADOX AARRRGHHH!!!!
- 51. oh. heh. never mind.
- 52. CONTEXT WHAT’S GOING ON?
- 53. CONTEXT WHAT’S GOING ON? WHERE ARE YOU FROM? WHAT DO YOU NEED?
- 54. CONTEXT
- 55. CONTEXT QUALITY CONTEXT
- 56. CONTEXT MEDIUM WHAT KIND SOURCE WHERE
- 57. CONTEXT
- 58. CONTEXT
- 59. CONTEXT
- 60. CONTEXT
- 61. CONTEXT 50% OF ALL SEARCHES
- 62. CONTEXT FUUUUUUUUUUUUUUUU…
- 63. CONTEXT
- 64. CONTEXT MEH.
- 65. CONTEXT
- 66. CONTEXT QUANTITY QUALITY
- 67. VALUE WHAT’S IT WORTH TO YA?
- 68. VALUE YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
- 69. VALUE YOU MUST KNOW: THE GOAL THE THANK YOU PAGE
- 70. VALUE BASIC GOAL AN E-MAIL SIGNUP
- 71. VALUE
- 72. VALUE GOAL PAGE URL
- 73. VALUE
- 74. VALUE
- 75. VALUE GOAL PAGE URL NOT OPTIONAL!
- 76. VALUE For every person who [converts], I get [value].
- 77. VALUE
- 78. WEBMASTER TOOLS
- 79. TO USE, OR NOT TO USE?
- 84. AN EXAMPLE
- 85. i don't think this writing stuff has any value.
- 86. this has too many words.
- 94. 91000 x $24 = $2,184,000
- 101. ANOTHER EXAMPLE
- 105. Decent CTR
- 106. And some clicks
- 107. Good!!!
- 108. Bad!!!!
- 109. Query Content + Bounce rate Intent
- 111. Generalities
- 112. Smart-assery
- 113. Fail
- 114. Conclusion: Get specific. Write a real proposal template.
- 117. METRICS TO IGNORE
- 118. HITS
- 119. 175 HITS
- 120. 186 HITS
- 121. 50 HITS
- 122. COMPARISONS
- 123. Our competitor’s site takes 25 seconds to load. What’s the problem?
- 124. THE WRAPUP
- 125. Analytics connects action to value
- 126. Analytics provides next steps
- 127. 1. Determine goals. 2. Get set up. 3. Track quantity, quality, conversions and value. 4. Don’t worry about hits or the other guy.
- 128. portent.co/saneanalytics (Yes, use .co, not .com)
- 129. Me: @portentint plus.google.com/+IanLurie
Editor's Notes
- #37: Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
- #38: Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
- #40: Quantity is the basic building block for analytics. Without it, you’ve got no context or perspective on your data.
- #50: A caution – always be aware…
- #52: …of quanties. Remember how I said they’re building blocks?