applied analytics: insights and actions from 13 google analytics reports

Applied Analytics Questions, Answers and Actions from 13 Reports

Andy CrestodinaStrategic Director @crestodina

source: Social Media Today

http://www.socialmediatoday.com/content/shocking-truth-about-gaps-digital-marketing-skills-infographic

Traffic x Conversion Rate = $

Google Analytics Reporting

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Google Analytics Analysis

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If you see a data puke, then you know you’re looking at web reporting.

If you see words in English outlining actions, then you are looking at web data analysis.

Avinash KaushikOccam’s Razor

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source: Avinash Kaushik

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Who’s job is this Analytics stuff?

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Turning marketing ideas into questions

AUDIENCE REPORTS

1

Visitor = UserVisit = Session

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Are our visitors using mobile devices?

1

Audience > Mobile > Overview

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Are mobile visitors less engaged?

2


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Audience > Mobile > Overview > Bounce Rate

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Audience > Mobile > Overview > Avg Session Duration

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Actions1. Check the design of

landing pages for mobile visitors

2. Create schedule for mobile testing

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Is the site working well in every browser?

3

Audience > Technology > Browser & OS

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Actions1. Test the site on the

browsers with higher bounce rates.

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• Are millenials visiting our website? What are they doing?

• How many of our visitors are local? National? International?

• What times of day are people reading our blog?

More Q’s to Ask Your Audience Reports

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ACQUISITION REPORTS

2


Which social network drives the most traffic?

4

Acquisition > All Traffic > Channels

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Acquisition > All Traffic > Channels > Social

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Acquisition > All Traffic > Channels > SocialAcquisition > All Traffic > Channels > Social (% view)

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5Which social network drives the best traffic?


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Actions1. Focus on social networks

with high conversion rates.

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Acquisition > All Traffic > Channels

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Actions1. Focus on networking

benefits of social media, not traffic benefits.

2. Resource allocation!

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What phrases are we ranking for?

6

Acquisition > SEO > Queries

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Actions1. Find the pages. Confirm

the rankings.2. Improve the page by

adding detail, keywords, video, internal linking, etc.

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• Which email campaigns pull in the most visits? • Which pull in visitors who dig deeper?• Which sites have linked to us recently?

Are they sending us referral visitors?

More Q’s to Ask Your Acquisition Reports

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Search + SocialOne post, optimized for both

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Content designedto attract visitors

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Optimized for Search

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Optimized for Social

How many people are waitingfor your article to go live?Make sure it’s not zero.

BEHAVIOR REPORTS

3


What are people looking for on our site?

7

Behavior > Site Search > Search Terms

Actions1. Optimize your own pages

for your own search tool.2. Publish content on those

topics.

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Are they reading what we’re writing?

8

Percent Content Consumption vs. Percent Published

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Actions1. Publish more content on

those popular topics.2. Promote the high value

content better.3. Reconsider your content

strategy!

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Which posts are the most engaging?

9

Behavior > Site Content > All Pages

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Actions1. Publish more content on

the popular topics.2. Do more to promote the

low-traffic, high value posts.

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What is the top paththrough our website?

10

Behavior > Behavior Flow

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Behavior > Behavior Flow (Explore Traffic through “/”)

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Behavior > Behavior Flow (Explore Traffic through “/”)

Actions1. Rebalance your navigation2. Polish up the pages in that

top path3. Make sure the billboards

are on the highway (videos, testimonials, etc.)

4. Get rid of your testimonials page

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CONVERSION REPORTS

4


Which posts inspire action?

11


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Behavior > Site Content > All Pages (filtered)

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Conversions > Goals > Reverse Goal Path

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Conversions > Goals> Reverse Goal Path > Subscribers

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Pageviews Per Blog Post

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Subscribers Per Blog Post

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Conversion Rate Per Blog Post!

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Conversion Rate Per Blog Post

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Actions1. Drive traffic to these

posts, through social, email, internal linking, ads, etc.

2. Publish more content on these topics.

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Connect your traffic champions to your conversion champions!


Which pages support the lead gen funnel?

12


Where are we losing people during checkout?

13

Conversions > Goals > Funnel Visualization

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Actions1. Reduce number of steps.2. Remove distractions.3. Answer top questions

earlier.

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• What hour of day, day of week or month of year are visitors most likely to act?

• Are people buying right away?

More Q’s to Ask Your Conversion Reports

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Data-Driven Empathy

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Content marketing is a lot of work...

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Every number in your Analytics is inaccurate

...but so what?

Caution: Bad Audience Data

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1. No cookie? No data.

2. JavaScript Disabled? No data

3. Time on page? Or time on tab?

4. Same Device, Different User

5. Same User, Different Device / Browser

This can be a problem...

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First Touch Deep Dive Purchase Purchase Loyalty

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Is that you in your Analytics? Create a filter!

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Is that you in your Analytics? Create a filter!

Are those robots in your Analytics? Exclude ‘em!

Caution: Bad Acquisition Data

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Traffic Sources Aren’t What They Seem

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Use URL Tracking Code for “Campaign” Reports

Use URL Tracking Code for “Campaign” Reports

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Caution: Bad Behavior Data

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Admin > Property Settings

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Caution: Bad Conversion Data

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What does success look like? Setup Goals!

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Admin > View > Goals

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URL Problems

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Conversions > Goals > Funnel Visualization

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Bottom Line

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Analytics Shortcuts& Collaboration Tips

There is no I in GA!

Adding UsersAdmin > View > User Management

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Dashboards

Dashboards

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Dashboards

Dashboards

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Google Analytics Solutions Gallery

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Annotations

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Reasons to Add an Annotation1. Email campaign2. Start / change / stop PPC3. PR hit4. Change in publishing calendar5. Website change6. Analytics setup change

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Sharing Screenshots

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Sharing Screenshots (Jing)

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Sharing Screenshots (Jing)

Sample Marketing Meeting Agenda

...integrate Analytics into your process

0:00 – 0:10 Brief updates from teamsThese might be individual people or entire departments. It could be the client and the vendor. It could be the social media community manager, the PPC partner, the freelance blogger and the marketing director.

• Any major issues?• Any victories to celebrate?• Report on the big picture? Review Dashboards

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0:10 – 0:40 Review Current ActivitiesTake a close look at where your time, effort and budgets have been focused since the last meeting.

• What are the outcomes of the actions we are taking? Are they worth the time/cost? Reports and Analysis

• Should we adjust our approach? Need more time? Continue or discontinue that activity?

• Did everyone complete their action items from the last meeting? (accountability)

• Does anyone need help? Can anyone support anyone else’s efforts?

• Are we confident as a team that we’re going in the right direction?

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0:40 – 0:55 Consider New InitiativesJust knowing that there’s a time and place to bring up new ideas will keep people from distracting each other during the week.

• Anyone have any new ideas?• Is there evidence that this effort will be worth the

time/cost? Reports and Analysis• Schedule more time to weigh pros/cons and then

decide/delegate?

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0:55 – 0:59 Action ItemsExpectations for everyone should be crystal clear when they walk out of the room or hang up the phone.

• Who is going to do what before the next meeting?

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Thank you!

Andy CrestodinaStrategic Director | @crestodina

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