How to measure success with google analytics

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@seochandra
How to Measure Success with
Google Analytics

Why Measure the Web?
To Understand What is Working To Fix Things that Are not Working
To Improve our Results To Calculate our Value
To Justify and Encourage Investment To Dominate our Niche
Why Measure the web @seochandra @idoneseo

So Many Vendors to
Choose From!
How to Measure Success with Google Analytics @seochandra

Then Google Analytics
Came Along
It’s AWESOME
It’s EASY
It’s POWERFUL
It’s FREE

Google Analytics
Adobe (Omniture)
Webtrends
Other/none
20%
14%
IBM 5%
Market Share Worldwide
10%
51%
20%
10%
14%
5%
51%

Overview of
Google Analytics
Analytics is a powerful application for tracking traffic patterns on your website. The
fact that it’s an entirely free program, and integrates with other Google
programs, like AdSense and AdWords, only makes it that much more valuable.
Acquisition Behavior Conversion
How that audience
reaches and consumes
your content.
A summary of sessions by
channel The total number of
sessions across your date rang.
Help you improve the
content on your site to
meet the needs and
expectations of your users.
Completion of an activity on your
site that is important to the
success of your business.
Audience

Audience reports
Demographics Age, Gender
Geo
Mobile
Audience
Technology
Behavior
Language, Location
Browser & OS, Network
Devices, Screen sizes
New vs. Returning, Frequency & Recency,
Engagement

Demographics
 What is your target Audience Age group and Gender?

Geo Data Analysis
 What is your target Audience geo location?

Mobile Data Analysis
If you have more then 5% of mobile traffic you need to think about mobile website.
Mobile Device Branding, Service Provider, Operating System and Screen
Resolution

Service Provider Report for
Lead Generation & Insight
Find the Businesses That
Have Been Looking at Your
Site.
Who Loves Your Resources?
Breaking Down ISP Activity

How to Use the
Browser & OS Reports
Building a new site – understanding what technology to build for.
Making decisions about layout.
Proving why you need a responsive design – see how many different Screen Resolutions there are.
Testing new (or existing) content and functionality.
Testing on newly released devices/software.
Choosing functionality to use.
Comparing conversion rates to see if there are any issues with platforms.
Profiling valuable users to ensure you can get more users like them.
Profiling users who are not valuable, in order to turn them into valuable users.
Reviewing reporting issues (such as iOS6 search traffic being reported as direct).
Proving to developers why they still have to build sites that work in old Internet Explorer versions.

Identifying drops in traffic / conversions.
Understanding why mobile websites are so valuable (in addition to the Mobile reports).
Seeing how different users interact and what you can do to make all tech successful.
Deciding what platforms to develop apps for – Android usage is on the rise.

Visitors Flow Report Into
Your Secret CRO Weapon
The Visitors Flow report illustrates how visitors arrive at your website and the
most common paths they take during their visits. An intelligence algorithm
clusters groups of pages together into interaction nodes, which appear as green
blocks on the report.
The gray dimension blocks illustrate how traffic lands on your site via your
interaction nodes. The connections between the interaction nodes are either
gray or red, indicating whether users moved from one page to another or if they
left the website, respectively.
Segment the Visitors Flow report for different locations, campaigns, and
anything else that will help you hone in on the important parts of your analysis.

Acquisition Reports
Channels Referral, Direct, Organic and Social
All traffic
Campaigns
Acquisition
All referrals
Keywords
All traffic sources Data
All Referrals sources data
Campaigns like PPC, Email and other
Organic and PPC keywords Data

Acquisition Overview

Organic Search —Visitors who come to your website after searching Google.com and other search
engines.
Paid Search —Visitors who come to your website from an AdWords or other paid search ad.
Direct —Visitors who come to your website without a traceable referral source, such as typing your
URL into their address bar or using a bookmark on their browser.
Referral —Visitors who come to your website from another website by clicking on a link.
Social —Visitors who come to your website from a social network.
Other —If you use UTM parameters for custom campaign tracking, the traffic linked to those
campaigns is listed here.

All Traffic Sources

Track your Campaigns

How to Set Custom
Campaign Information?
Medium: Traffic type (e.g., CPC).
Source: Detail about where the user came from
(e.g., Google).
Campaign: Chosen name of the campaign
(e.g., Brand).
Ad content: Name of the ad clicked (e.g., banner 1).
Keyword: The search query typed or keyword
targeted (e.g., cheap red widget).

Analyzing Campaign
Data

Behavior reports
Behavior Flow User Behavior Flow information
Site Content
Events
Behavior
Site Search
In-Page Analytics
Site content, landing page and Exit Pages
Website search data information
Tracking you Call-to-action
User clicks Data

Content Drilldown To
Optimize Content Marketing
All Pages: For detailed interaction data on all pages.
Content Drilldown: Data broken down by subfolder.
Landing Pages: Pages on which visitors entered the site.
Exit Pages: Pages which have been the final page of a session.
Pageviews: How many times the page was viewed.
Unique Pageviews: This de-duplicates pageviews to show how many sessions
contained a view of the page.
Avg. Time on Page: Uses the time metrics available for the page and works out the
average across the pageviews.
Entrances: How many times this page was the first page in a session.
Bounce Rate: The percentage of entrances on this page where the user did not interact
with the website any further.
% Exit: The percentage of pageviews that were the final page in a session.
Page Value: Calculated using ecommerce and goal values, this divides the total value by
the number of pageviews for this page.

All Pages Data

Navigation Summary
This report shows you the pages that users were on before and after a pageview of the selected
URL. Allowing you to see common trends and spot discrepancies in user journeys.
This is very useful when checking goal funnels and checkout progress. Another benefit is seeing
pages users were on prior to experiencing a 404 error page.

In-Page Reports
This is a very visual way to understand your content and on page activity. It uses a
view of your live website and overlays percentages to tell you which pages saw the
most views after this one.
At a basic level, it can't differentiate between multiple links to the same level, but with
the implementation Enhanced Link Attribution it can. This can be very helpful for
working out which banners work, which pages don't need links from the menu, and
much more.

Site Search Reports
It gives you a clear percentage of how many visits on your website included the use of the search
functionality as well as how the interaction played out following the search.

Event Tracking
From clicks on a button, to form submissions, video interaction, or scrolling to the bottom of the page, Event Tracking
can be used for all manner of activity measurement on your website.

Conversions Reports
Goals Create you Goals
E-commerce
Attribution
Conversions Multi-Channel-Funnels
Track you E-commerce data
Direct, Organic, Social and other channel funnels

Goals
Goals are often defined as a
specific URL. If a visitor
reaches that URL – typically a
thank you page after submitting
some sort of online form – then
the goal is "converted."

Funnels

Multi-Channel Funnels

Ecommerce Tracking

Most Used
Custom Reports
Unique Visitors by Page : http://j.mp/12hpB9t
Conversions by Date and Time : http://bit.ly/15CBZ1G
Customer Behavior : http://bit.ly/14veoRB
Top Converting Landing Pages : http://bit.ly/133Q10m
Long Tail Convertors : http://bit.ly/11FyOZo

Connected with Us
@seochandra
seochandra
in.linkedin.com/in/seochandra

448/24/2014
THANK YOU 
See you in the next Presentation

How to measure success with google analytics

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