#1nlab14: reanalyzing analytics
DESCRIPTION
"Don't get lost in the interesting." Learn how to decipher and understand what your Google Analytics dashboard is trying to tell you and how to utilize all the other wonderful tools Google Analytics offers digital marketers in this presentation by Mike Weisert, a Strategist at One North Interactive. From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1tgXqSe.TRANSCRIPT
REANALYZING ANALYTICS
Advanced Techniques
Mike Weisert @mikeweisert
In This Talk
We’ll review some of the metrics you should be paying attention to, and introduce you to the methods for finding relevant information.
GOOGLE ANALYTICS FIRST LOOK
The Basic Numbers
• Page Views • Entrances • Exit Pages • Number of Visitors
Google includes these metrics by default on most reports.
The Basic Numbers Very Interesting…
Finding the Right Numbers • Don’t get lost in the interesting. • Your reports should provide clear,
actionable numbers. • Have questions to answer before opening
your analytics software.
Reanalyzed Analytics
• Bounce Rate • Content Groupings • Segmented Metrics
• Behavior Flow • Dashboards • Tag Manager
BOUNCE RATE
What? Bounce Rate is the number of visitors who saw 1 page only and left your site.
Bounce Rate
Bounce Rate
Why? • Bounce Rate is a clear indication that a
visitor was not interested in exploring any further.
• In most cases, this represents a lost opportunity. – (Exception may be a location page.)
CONTENT GROUPING
Content Groupings
Group your content by type. • This allows you to view multiple reports by
types of pages to quickly understand which sections are performing – and which aren’t.
• These groupings are available across multiple reports.
Turn This:
Content Groupings
Into This:
Content Groupings
Content Groupings
Note: This is not retroactive, only data going forward.
BEHAVIOR FLOW
Behavior Flow What? How visitors move throughout the website. Why? • When combined with goals and segments, this
provides a powerful tool for understanding which paths your visitors take when viewing the site.
• Helps you to identify where you are losing traffic.
Note: This is not the homepage. It represents all root level pages.
SEGMENTED METRICS
Segmented Metrics
Without segmentation: • Assumes all visitors have
the same goals • Will skew your numbers
and give inaccurate metrics
Segmented Metrics
Possible Segments • Active Evaluation • Loyalty Loop • Potential Candidate • Industry Focus • Technology Focus
Example - Active Evaluation • New visitor within the past 14 days • Multiple sessions • Visits more than 1 professional detail • Does not visit careers
Creating an Energy Segment • Includes visitors from a set of network
domains. • Look for exxon.com in the all pages report.
• Follows a behavior flow of other confirmed domains.
• Looks at energy-specific content. • Views specific professionals focused on
energy.
Segments
Why? • In nearly every report, you can now filter
results down to target audiences. • You’ll understand if your site is meeting the
goals you’ve set. • You can find problem areas and act.
DASHBOARDS
Dashboards
A single view that can answer a large question, such as ‘What topics are visitors interested in?’ • What keywords are being searched? • What are my most popular publications? • Which service pages are being visited
frequently (and repeatedly)?
TAG MANAGER
Tag Manager
What? • Similar to embedding a YouTube video,
your analytics code lives on Google’s servers and is pulled over when the page is loaded.
• It is an enhancement for Google Analytics, not a replacement.
Tag Manager
Why? • Allows you to implement custom tracking
code and modify your analytics implementation without re-deploying your whole website.
• Translation: Simpler & Faster
Tag Manager
Where? • Most newer websites use AJAX and custom
animations for a more fluid user experience. • Page title / URL doesn’t change, so you
need an alternate way to track these interactions to understand how visitors are using the site.
When to Use Tag Manager
• Expanding Content • Menus • Downloads • Video • Custom Content
Types (eg. Related Services)
HOMEWORK
Homework
Web Analytics 2.0 Avinash Kaushik Advanced Web Metrics with Google Analytics Brian Clifton