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