you whitepaper google_analytics_06072015

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Carole Lamarque +32 478 337 000

Frederic Vanderheyde +32 496 263 295

customer obsessedmarketinagency

8 GOOGLE ANALYTICS REPORTS EVERY CEO SHOULD ASK

00 Analytics process

01 Behavioral Reporting

02 Acquisition – All Traffic

03 Organic Keywords

04 Behavior Flow

05 Site Content – Landing Pages

06 Goals – Funnel Visualization

07 Multi-Channel Funnels – Top Conversion Paths

08 Mobile

INSIDE THIS WHITEPAPER




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Google Analytics presents a dilem-ma for CEOs: The tool’s metrics are invaluable for growing a business, yet the sheer amount of data can make fi nding valuable insights dif-fi cult.

Beyond basic traffi c numbers, it’s sometimes hard to fi gure out what you should be paying attention to and what you should be ignoring. In particular, it’s challenging to

judge which Google Analytics reports provide real strategic intel-ligence about the eff ectiveness of your digital off erings.

Given this plethora of choices and potential for going astray, it’s tempting to opt out completely.

Don’t fall into that trap. This group of eight reports is by no means comprehensive each organization

has specifi c strategies and goals that need additional measurement but they do provide a good founda-tion for CEOs who want to under-stand how their businesses are performing. Below are the key Google Analytics reports for CEOs, in a particular order (ABC). You can turn each into a regularly emailed report by selecting the “Email”button on the horizontal navigation bar of any dashboard.

8 GOOGLE ANALYTICS REPORTS EVERY CEO SHOULD ASK





?

THE ANALYTICS PROCESS





MEASURE

LEARN

TAKEACTION

Am i creating eff ective content?

How do visitors fi nd my website?

How does this impact my bottom line

A

B

C

BUSINESS OWNERS WANTS TO KNOW:

1WHAT IT IS: To plan your future marketing strategy and increase your website relevancy, you must understand where your traffi c does come from. This is accessible with-in the Acquisition section.

WHY IT MATTERS: The Acquisition report makes it easy to determine if traffi c from various channels is increasing or decreasing over time.

It’s a smart idea to evaluate this report year-over-year or month-over-month to get a big-picture view of where your audience is coming from.

ALL TRAFFIC





Where to Find It: Acquisition -> All Traffi c

A

WHAT IT IS: These are analyzed to fi nd out the most eff ective chan-nels and what needs to be done to adapt business strategy to im-prove performance. The vast ma-jority (nearly 85%) of keyword traffi c falls into the “not provided” bucket, which means you can’t see much detail on exactly which keywords are delivering organic search traffi c. However, this report still allows you to see keyword traffi c in aggregate, providing at least an overview of performance.

WHY IT MATTERS: The fl ow of or-ganic traffi c is still an extremely critical component of success. This report shows organic traffi c trends over time and can be overlaid with conversion data.

ORGANIC KEYWORDS

2Duboisstraat 48, 2060 Antwerpen




A

Where to Find It: Acquisition -> All Traffi c -> Organic

WHAT IT IS: The New vs. Returning report the fi rst report in the Behav-ior section is the New vs Returning report. It gives you a quick look at the ratio of your fi rst time and repeat visitors. You can compare this ratio for diff erent time peri-ods to see how your audience loy-alty may be shifting. You can also see the relative impact of new vs returning visitors by viewing the e-commerce metrics in this report. As you can see here, returning visi-tors not only make purchases more often, but also tend to spend more per purchase. Knowing this behav-ior, you might decide to develop a customer loyalty program or re-marketing strategy that helps grow your returning customer base.

WHY IT MATTERS: Often we default to looking at new traffi c when examining Web metrics. That information is important for gaug-ing the growth of a website, but it is often the returning visitors who truly drive conversion. Measure the gravitational pull of your site, and the extent to which you’re encour-aging fi rst-time users to return. You can also see the economic impact of new vs. returning users (e.g., the 30% of users who are returning account for 45% of total transac-tions)

FIND THE GOOGLE VIDEO HERE: https://analyticsacademy.withgoo-gle.com/course01/unit?unit=5&-lesson=5

BEHAVIORAL REPORTING





Where to Find It: Audience -> Behavior

B

WHAT IT IS: The Behavior Flow re-port visualizes the path users trav-eled from one page or Event to the next. Providing insights as to which pages are converting visitors eff ec-tively and which are acting as obstacles to conversion.

WHY IT MATTERS: This report can help you discover what content keeps users engaged with your site. The Behavior Flow report can also help identify potential content is-sues. The Behavior Flow report re-moves the guesswork around your website’s engagement patterns allowing you to clearly see what’s helping (or hurting) conversion.

BEHAVIOR FLOW





Where to Find It: Behavior -> Behavior Flow

B

WHAT IT IS: The Content Report includes also the Landing Pages report which allows you to see time spent page by page on a spe-cifi c page and its traffi c. This data shows how visitors are entering your site across multiple chan-nels. It’s similar to the entrance pages report, but is more specifi c. Advanced segmentation makes it possible to break down the report by channel, and even device.

WHY IT MATTERS: The Landing Pages report is important for un-derstanding what a user typical-ly experiences fi rst when visiting your domain—it gives you a clear sense of where consumers are starting their interactions, and can help prioritize which pages to op-timize.

SITE CONTENT – LANDING PAGES





Where to Find It: Behavior -> Site Content -> Landing Pages

B

WHAT IT IS: Flow reports in Google Analytics illustrate the paths us-ers take through your content, in-cluding special elements you track using Goals and Events. In a single graphic, you can see how users en-ter, engage, and exit your content. This essential report provides a clear visual showing your conver-sion funnel where leads are com-ing from, whether they’re taking action, and where they go if they don’t covert.

WHY IT MATTERS: You can also use these reports to troubleshoot your content by fi nding any unexpect-ed place users exit or loop back. The Funnel Visualization report is hugely important for CEOs be-cause it directly demonstrates how well (or not well) your website is driving new business. Visualizing the conversion funnel confi rms or denies the eff ectiveness of your off erings, providing insight into what’s working and what’s not.

GOALS – FUNNEL VISUALIZATION





Where to Find It: Conversions -> Funnel Visualization

C

WHAT IT IS: This advanced report shows the most common channels and paths users experience before completing a conversion.

WHY IT MATTERS: The Top Con-version paths report is important for identifying how converting visitors are behaving. In most cas-es, it’s possible to learn about the relationships between various channels and how each contrib-utes to a conversion, helping to prioritize which areas to focus on. • Which channels engage customers throughout the buying cycle?

• How do our marketing channels and campaigns work together to generate conversions and revenue?

• Are there any specifi c channels, campaigns, or any specifi c parts of a campaign that are underperform-ing?

• What is the value of our invest-ment for channels that don’t gener-ate direct conversions?

MULTI-CHANNEL FUNNELS





Where to Find It: Conversions-> Multi-Channel Funnels

C

WHAT IT IS: The mobile report covers exactly what you think it would. You can use the Mobile Overview report to see a break-down of visitors by whether they visit using smartphones, tablets or desktop devices.

WHY IT MATTERS: You can use the Mobile Overview report to see a breakdown of visitors by wheth-er they visit using smartphones, tablets or desktop devices. This report can help you understand how eff ectively your company is engaging with this quickly growing audience.

MOBILE





Where to Find It: Audience -> Mobile

C

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you whitepaper google_analytics_06072015

Data & Analytics