google analytics masterclass

Google Analytics Masterclass

Google Confidential and Proprietary 1

Google Analytics Masterclass

Adrian Blair

Head of eCommerce Partnerships

21 Oct 2009

Agenda: Open your eyes!

1 Introduction

2 Reporting

3 Goals


4 Optimising Marketing Campaigns

5 New Features

6 Google Website Optimiser

7 Where to get help

Basic principles

� Before doing anything else, set clear goals for your site

� Data useless unless it drives action


� Everyone in the company should have access to the

data

� Data useless unless it drives action

The 10/90 Rule

Software

Software


Brains!

What Skills Do You Need?

Software

Web Analysis

Web Usability


Brains!Multivariate & A/B Testing

Web Development

17.2%

What’s your conversion rate?


4.2%

You Your Competition

Average UK Retail

Amazon

? ?

* Coremetrics UK Retail report, March 2009** Nielsen Online / Marketing Charts

***

Status Quo Improved Website

Visitors 400 400

Customers 20 40

Conversion Rate 5% 10%

Avg. Net Sales £50 £50

The impact on your bottom line


CPC £1 £1

Sales £1,000 £2,000

Acquisition Cost £400 £400

Profit £600 £1,600

AdWords ROI 150% 400%

“Midnight Knowledge” – Key Metrics You Must Know

Metric GA Report

1 Bounce rate Content

2 % of visitors who view product/service page Content


2 % of visitors who view product/service page Content

3 % of visitors who exit after using site search Content

4 % of visitors who reach check-out page Content

5 Conversion rate Goal

Google Analytics Overview

Benefits for Marketers

• Understand how visitors engage with your site

• Compare performance of all marketing efforts from emails to keywords to offline campaigns

Free, hosted web analytics tool that helps advertisers improve their sites and increase their marketing ROI


• Integrated with AdWords but also tracks non-Google campaigns

• Identify areas for site improvement

• Pinpoint breakdowns in conversion processes

• Track e-commerce metrics, such as revenue, average order value, and conversion rates

Useful for the entire organization

• Track ROI on all online initiatives from a single report

• Identify long-term trends in online marketing programs� Executives

• Capture the most conversions at the lowest possible cost

• Target high return regional markets and market segments� Marketers


• Test various advertising creative for each of your

campaigns

� Marketers

• Demonstrate the value of your site usability improvements

• Show how your site design decisions improve website ROI

• Identify web design parameters like visitor connection

speeds and browser types

� Webmasters

How It Works


Secure Google Servers

Report Data

Agenda…

1 Introduction

2 Reporting

3 Goals



5 New Features


7 Where to get help

Dashboard


• Customizable

• Drag and drop reports to edit layout

• Email individual reports or schedule regular updates

• Export data to PDF and XML

Report Structure

5 Main Navigation Categories:

• Visitors– Visitor information such as loyalty, language,

and location

• Traffic Sources– Natural and paid sources of traffic, includes


– Natural and paid sources of traffic, includes AdWords reports

• Content– Pageview information

• Goals– Conversion rates and goal paths

• Ecommerce (if enabled)– Commerce tracking, visitor loyalty, revenue

sources, and product-specific information

Site Content


• Learn where users are going on your site and how long they are staying there

• View trends for every page

• Segment the page data to see greater detail

Geography & Location


• See which countries, regions and cities are driving traffic to your site

• Compare visitors from different areas

• Learn how they differ by conversion and value

Site Design


• Understand how your users are accessing the internet

• Leverage this knowledge to optimize your site and content

Traffic Sources


Understand the origins of your site’s traffic

Email Reports


• Schedule reports to be delivered via Email

• Select format (pdf, csv, xml, tsv) and scheduling (daily, weekly, monthly, quarterly)

Agenda…

1 Introduction

2 Reporting

3 Goals



5 New Features


7 Where to get help

Track Goals/Conversions

• E-Commerce

• Lead Generation

• Brand & Product Awareness

• Member Acquisition

Potential Goals:


Purchases

Downloads

Registration

Goal Reporting


Analyze conversion data over time on macro or micro levels

Convert Visitors to Customers

Eliminate bottlenecks in your conversion process

Your visitors

Shopping Cart

Product Information1

2


Checkout

Thank You Page

Your Customers

Pinpoint where you lose visitors and duplicate successful paths

3

4

Funnel Reporting

Entering the funnel Leaving the funnel


• Examine where visitors enter and exit your conversion process

• Identify which site paths lead to the most goal completions

• Use your findings to test changes to your site

Defined goal

E-Commerce Tracking

What data can be tracked?

Transaction DataTransaction ID: your internal transaction ID Affiliate or store nameTotalTaxShippingCityState or region


State or regionCountry

Item DataTransaction ID: same as in transaction dataSKUProduct nameProduct category or product variationUnit priceQuantity

Navigation


Analyze how traffic moves through your site from entrance through goal completion

Agenda…

1 Introduction

2 Reporting

3 Goals



5 New Features


7 Where to get help

Analyze All Marketing Campaigns

Banner Advertising

Search Marketing

Email Marketing


Determine which marketing initiatives are driving the best

traffic to your site

SEO, Referrals, Affiliate Programs & Offline

Evaluate Your Campaigns


• See which marketing strategies are most effective

• Analyze performance at the keyword level

• Evaluate your ROI based on goal values you have defined

Leverage Organic Search


• Discover what users search for to reach your site

• Identify organic keywords that convert but are not included in your current marketing campaigns

• Start bidding on new keywords

Understand AdWords Performance


• See click and cost data directly from AdWords

• Compare spend against conversions

• Analyze click and cost trends over time

Agenda…

1 Introduction

2 Reporting

3 Goals



5 New Features


7 Where to get help

Advanced Segmentation


• Isolate and analyze subsets of your traffic post-data capture

• Compare segments and key performance metrics side by side

• Analyze your traffic with predefined or customized segments

Custom Reporting


• Create, save, and share reports that are important to your business

• Simply drag-and-drop dimensions and metrics for customized reports

Motion Charts


• Visualize data in four different dimensions and see how they change over time

• Quickly and easily uncover trends, anomalies, and seasonal changes

Analytics Data Export API


• Users can develop client applications to view Analytics data in the form of Google Data API feeds

• Export Analytics data for any type of use: integrate Analytics data with other data sources, build custom dashboards, visualizations or interfaces, do offline analysis

Internal Site Search


• Understand how your users are searching on your site

• Leverage this knowledge to optimize your site content and keyword campaigns

New – engagement goals!


You now have 20 goals per profile and Engagement goals, based on time on site

and pages-per-visit, in addition to URL-based goals.

Mobile Reporting

Standard Websites

• Track visits from high-end, javascriptenabled phones

• Filter using Advanced Segments

Google Confidential and Proprietary 39Source: 8pt, medium gray

Mobile Websites

• Server-side tracking (PHP, Perl JSP, ASPX)

• Works just like Analytics on desktop webpages

Mobile Apps Tracking


• Android and iPhone SDKs

• Track page views and events, same as websites

• Referrals from Android market

Intelligence Reports


Make faster, smarter decisions with reports that automatically detect and surface

significant changes in your key performance metrics that you should be aware of.

Customizable Alerts


Tell Google Analytics what you want it to watch for by setting daily, weekly, and

monthly triggers on different dimensions & metrics, and be notified by email or

directly in the Intelligence reports when they happen.

Multiple Custom Variables


Define multiple tracking segments based on visitor, session or even webpage-

level interactions in order to collect site usage data in ways important to your

business. Eg. A newspaper can see which sections are popular

Advanced Analysis Features


Our arsenal of power tools including Secondary Dimensions and Pivoting lets you perform in-depth, on the fly analysis without having to export your data to spreadsheet tools.

Agenda…

1 Introduction

2 Reporting

3 Goals



5 New Features


7 Where to get help

Website Optimiser Enables Two Types of Testing

A/B

Website


Multi-variate

Website Optimiser

Multivariate Testing

• More powerful

• Potential for better results

• Best for testing lots of variables at once and...

Google Confidential and Proprietary

• Best for testing lots of variables at once and... you’re not sure how those variables might interact.

Multivariate Test Ingredients

Option 1 Option 2

1Telephone

number ON OFF

2 Client logos ON OFF

3 Page title A B


4 Form design A B

5Product

informationON OFF

Multivariate Test Ingredients

Option 1 Option 2

1Telephone

number ON OFF

2 Client logos ON OFF

3 Page Title A B= 32 recipes!


4 Form Design A B

5Product

InformationON OFF

= 32 recipes!

Winning combination


combination increased quotes

by 91%!

A/B test: Setup process


A/B test: Name your experiment


A/B test: Identify test page


A/B test: Identify conversion page


A/B test: Install and validate Javascript tags


A/B test: Preview and start experiment


Just launched!

� Google Website Optimizer API

Content Management Systems can incorporate GWO directly into their services

– launch experiments without touching your code!

� Over time chartsVisualise performance of experiments over time


Agenda…

1 Introduction

2 Reporting

3 Goals



5 New Features


7 Where to get help

Where to get help

� Online Courses – eg. Google Conversion University

� Webinars - www.google.com/intl/en/adwords/webinars/

� Blogs – eg. Conversionroom.blogspot.com; www.kaushik.net


� Blogs – eg. Conversionroom.blogspot.com; www.kaushik.net

� “Seminars for Success”

� Authorised Partners

Google Authorised Consultants

=


=

Google Conversion Professionals (www.google.co.uk/gcp)

Tool-agnostic business consultants who can help you improve your conversion rate


google analytics masterclass

Technology

off2 client

off3 page

b5 product

proprietary4

google confidential

testing lots

paid sources

google