5 google analytics reports that saved my ass (and 1 that nearly kicked it)
Post on 21-Oct-2014
29.898 views
DESCRIPTION
Five of my favorite Google Analytics reports and features, plus one I really, really don't like. At all.TRANSCRIPT
5 REPORTS THAT SAVED MY ASS AND 1 THAT NEARLY KICKED IT
Ian Lurie @portentint [email protected]
portent.co/5savers
Yes, like this, no ‘m’.
NAMES CHANGED NUMBERS FUDGED
NAMES CHANGED NUMBERS FUDGED
I HAVE NO CLUE
IAN’S 4 LAWS OF ANALYSIS
THERE IS NO BAD DATA. ONLY BAD ANALYSIS.
DON’T MEMORIZE KNOW WHAT’S POSSIBLE
omg ian i can't remember all
this!!!
ANALYTICS ≠ REPORTS
ALL ANALYTICS CLARIFY RESULTS AFFECT ACTION
IF IT DOESN’T BAD THINGS HAPPEN
C.R.I.
5 REPORTS THAT AFFECT ACTION
(AND THEIR STORIES)
CHAPTER 1 THE ANALYSIS PARALYSIS WHIRLPOOL OF DEATH
help...
help...
VISITS UNIQUE VISITORS VISITORS PAGEVIEWS SEARCHES REFERRERS TIME ON SITE AVG PAGEVIEWS/VISIT BOUNCE RATE EXIT RATE ENTRANCES LANDING PAGES KEYWORDS CAMPAIGNS AD GROUPS DOWNLOAD TIME LOAD TIME OS PLATFORM FUNNELS NEW VISITS RETURN VISITS CITY STATE BROWSER PLUGINS
TOO MANY METRICS. NOT ENOUGH ANALYSIS.
“I’M GOING TO HOLD OFF UNTIL THIS ALL MAKES SENSE.”
PROBLEM LACK OF CLARITY =
C.R.I.
SOLUTION CUSTOM DASHBOARDS
CLICK
CLICK
CLICK
CLICK
CLICK
CLICK
CLICK
DRAG
CLICK
RESULTS CLARIFIED
WE MOST CARE ABOUT THIS
RESULTS CLARIFIED
WE MOST CARE ABOUT THIS
WE CARE ABOUT THIS
A MORE SOPHISTICATED AUDIENCE WANTS MORE STUFF
WHY I LOVE IT DASHBOARDS BRING CLARITY
LOTS OUT THERE
CHAPTER 2 THE CONTENT DENIERS
everything looks fine from here. i don't see
any content problems.
1 BIG LIST 290,000 PAGEVIEWS
OMG MORE MORE MORE LISTS LISTS LISTS!!
1 BIG LIST 290,000 PAGEVIEWS
11 CONVERSIONS
160,000 UNIQUES 290,000 PAGEVIEWS
100 WAYS 1000 WAYS 10000 WAYS 100000 WAYS 1000000 WAYS 10000000 WAYS 1 * 10^10000 WAYS
PROBLEM LACK OF CLARITY = BAD DECISION MAKING
SOLUTION CUSTOM REPORTS + AVINASH KAUSHIK + ADVANCED FILTERS
CLICK
CLICK
CLICK CLICK
CLICK
CLICK
CLICK
TA-DA!
ADD ADVANCED FILTER
CLICK
ADD ADVANCED FILTER
CLICK
GREAT PAGEVIEWS. BAD CONVERSIONS.
WHY I LOVE IT CUSTOM REPORTS BRING CLARITY AND DIRECT NEXT ACTIONS
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Large Small Angry Friendly Perry
Disguised Not disguised Fake Curse you
CHAPTER 3 THE MENUS ARE GONNA EXPLODE!!!!!
Drop downs go bye-bye
WE NEED THE DORP DOWNZ!!!!!!
Eggs Milk Butter
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Yak Cow Wildebeest Giraffe of Magnesia -y substances
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Large Small Angry Friendly Perry
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Large Small Angry Friendly Perry
Disguised Not disguised Fake Curse you
MENU = 162 LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME TOTAL USER CONFUSION
Eggs Milk Butter Ostrich Chicken Duck Goose Platypus
Large Small Angry Friendly Perry
Disguised Not disguised Fake Curse you
No drop downs
Drop downs
SORRY, I’M REALLY ‘VISUAL’ -- NAMELESS CLIENT
PROBLEM
C.R.I.
SOLUTION DATE RANGE COMPARE
CLICK
No drop downs
Drop downs
BUT WHERE’S THE PROOF? THE COUSIN’S MOTHER’S BROTHER’S FATHER’S FRIEND FROM THE COFFEE SHOP SAID HE READ IN AN AIRLINE MAGAZINE THAT DROP DOWNS ARE IMPORTANT AND GENERATE MORE REVENUE. HE’D KNOW, SINCE HE RUNS HIS OWN BUSINESS AND BUILT HIS OWN WEB SITE USING DREAMWEAVER.
-- MS. ‘VISUAL’
ALAS
WHY I LOVE IT DATE RANGE COMPARISON EMPHASIZES CHANGE, WITH SEASONALITY
CHAPTER 4 LAST. CLICK. ONLY.
STOLEN FROM THE HUNT FOR RED OCTOBER BY PARAMOUNT PICTURES OH GOD PLEASE DON’T SUE ME
SOCIAL MEDIA IS JUST GETTING US FOLLOWERS. IT’S NOT HELPING US.
-- NAMELESS CLIENT
YEAH, BUT THAT’S NOT SALES.
-- NAMELESS CLIENT
PROBLEM LACK OF ATTRIBUTION = WRONG ACTION
SOLUTION RESEARCH + ASSISTS
google.com/think/tools/customer-journey-to-online-purchase.html
CLICK
CLICK
LONG TAIL
LOOK AT THE WHOLE LIST!!!!
10% OF CONVERSIONS ASSISTED BY SOCIAL
KEEP THE ADS
WHY I LOVE IT ASSIST ATTRIBUTION CLARIFIES SUCCESSES PREVENTS ‘OVER PRUNING’
CHAPTER 5 THE CPA ICEBERG
our cost per acquisition is great!
IS THE ADWORDS CPA REALLY OK?
CLICK
CLICK
WOO HOO!
PROBLEM SHALLOW ANALYSIS HIDES POTENTIAL PROBLEMS
SOLUTION ADVANCED SEGMENTS
CLICK
CLICK
CLICK
ALSO
DOH
SEGMENTING CONVERSION DATA FINDS HUMUNGOUS MONEY-WASTERS
BONUS ROUND
WELL, I'M DELIGHTED
PIVOT TABLES
MEH
CLICK
OOOOOH
ATTRIBUTION MODELING
IF YOU GOT IT, CLICK IT
PURE AWESOMENESS
NEVER EVER USE
NO CLICK!!!!!
BUH?
how does that equal 100%?
WHY I HATES IT DOESN’T ADD UP HARD TO INTERPRET JUST PLAIN WRONG 100% C.R.I. GENERATOR
IAN’S 4 LAWS OF ANALYSIS
THERE IS NO BAD DATA. ONLY BAD ANALYSIS.
DON’T MEMORIZE KNOW WHAT’S POSSIBLE
i'm chill
ANALYTICS ≠ REPORTS
ALL ANALYTICS CLARIFY RESULTS AFFECT ACTION
DON’T LET C.R.I. HAPPEN TO YOU.