getting started with google analytics - jon hibbitt
TRANSCRIPT
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GETTING STARTED WITH GOOGLE ANALYTICS
Jon Hibbitt – Technical SEO Analyst@jonhibbitt
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WHAT WE DO
SEO PAY PER CLICK(PPC)STRATEGY ANALYTICS & CRO
SOCIAL MEDIA PUBLIC RELATIONS DISPLAY ADVERTISING
CONTENT MARKETING
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WHO WE WORK WITH
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TODAY’S MENU1. What is Google Analytics?2. Build a Measurement Plan3. Best Practice Account Set-up4. Key Reports5. Report Tips6. Google Tag Manager7. Questions
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OBJECTIVES1. Get accurate data2. Have a clear measurement plan3. Identify the reports relevant to
your business4. Know what you can do and what
you need the developer to do5. Be more confident in using the tool6. Use the tool
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BUSINESS ANALYTICS
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WHAT IS GOOGLE ANALYTICS?
A Free Analytics Service For Measuring Online Customer
Behaviour
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WHY USE GOOGLE ANALYTICS?
“ The goal is to turn data into information, and information into
insight ”Carly Fiorina – Former CEO of HP
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HOW DOES IT WORK?
Collection
Processing Configuration
Reporting
https://support.google.com/analytics/answer/6081186?hl=en
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WHAT DOES IT TRACK?
• Websites• Mobile Apps• Internet ‘Things’
https://support.google.com/analytics#topic=3544906
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Map Your Business Objectives to Analytics
MEASUREMENT PLAN
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DO IT GOOGLE’S WAY
https://analyticsacademy.withgoogle.com/explorer
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PLAN• Document business objectives• Identify strategies and tactics• Choose Key Performance
Indicators (KPIs)• Choose Segments• Set Targets
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1
2
3
4
5
PLANNING PROCESS
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My Business Exists To…Ta
ctic
s
Strategy: Engage Users
KPIs
Get more leads Increase online sales
Segm
ents Marketing channel (search, ppc, email, social)
New vs Returning Visitors
Geography (For brick & mortar businesses)
Drive Store Visits
Strategy: Sell Products
Sell Online
Recency /Frequency
Social Shares
Drive Blog Engagement
Revenue£
Avg. ordervalue: £
Find storelocation
Printed Coupon
PLANNING PROCESS DETAIL
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1. DOCUMENT BUSINESS
OBJECTIVES
• Get more leads• Sell more products
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Drive Store Visits
Sell Online
2. IDENTIFY STRATEGY &
TACTICS
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Printed a Coupon
Revenue
Shared Blog Post on Facebook
• RevenuePrinted CouponShared on Social
£3. CHOOSE
KPIs
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4. CHOOSE TRAFFIC SEGMENTS
Marketing Channel - Organic, PPC, Email, Social
New vs Returning Visitors
Geography (For brick & mortar businesses)
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5. BENCHMARK KPIsRevenue
Average order value
Printed a Coupon
Recency & Frequency of Customer Visits
Social Sharing of Blog Posts
£
££
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In Store Visits +15%
Revenue +20%
Average Order +15%
6. SET GOALS
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7. MEASURE & IMPROVE
In Store Visits +15%
Revenue +20%
Average Order +15%
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On two occasions I have been asked, "Pray, Mr. Babbage, if you put into the machine wrong figures, will the right answers come out?" ... I am not able rightly to apprehend the kind of confusion of ideas that could provoke such a question.
—Charles Babbage, Passages from the Life of a Philosopher - 1864
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ACCOUNT STRUCTURE
• ACCOUNT• PROPERTY• VIEW• USERS• PERMISSIONS
https://support.google.com/analytics/answer/1009618?hl=en
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ACCOUNT SET-UP
Tracking code
https://support.google.com/analytics/answer/1008080?hl=en#GTMvsGA
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GA UA-TRACKING CODE
Paste it immediately before the closing </head> tag
https://support.google.com/analytics/answer/1008080?hl=en
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CHECK TRACKING CODE WORKS
https://support.google.com/analytics/answer/1008083?hl=en
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VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
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SET-UP 3 NEW VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
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UNFILTERED, TEST & MASTER VIEWS
https://support.google.com/analytics/answer/2649553?hl=en
• Unfiltered – Raw data• Test – Apply filters /
changes here and test• Master – Your working
filtered account
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SET VIEW SETTINGS
https://support.google.com/analytics/answer/1010249?hl=en
• Website URL: www.mywebsite.com or mywebsite.com
• Timezone: UK – London GMT+00:00 to include BST
• Currency: GBP• Exclude all hits from known
bots and spiders - Check• Site Search Tracking – Check
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FILTERS
https://support.google.com/analytics/answer/1033162?hl=en
GA REPORT
CA
B• Include – Only X• Exclude – X,Y,Z
E.g. Include only UK trafficExclude, Me, my web designer
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CREATE & MANAGE FILTERS
https://support.google.com/analytics/answer/1034823?hl=en
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USER MANAGEMENT
https://support.google.com/analytics/answer/1009702?hl=en
• Account Level• Property Level• View Level
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USER MANAGEMENTPERMISSIONS
https://support.google.com/analytics/answer/2884495
• Manage Users• Edit• Collaborate• Read & Analyse
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KEY REPORTS
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DIMENSIONS & METRICS
https://analyticsacademy.withgoogle.com/course01/unit?unit=3&lesson=2
• Landing page• Page Title
• Pageviews• Bounce Rate
E.g. /shop/ Widgets | Offers – My Business
E.g. 738 34%
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DIMENSIONS & METRICS
https://analyticsacademy.withgoogle.com/course01/unit?unit=3&lesson=2
Dimension (Page) Metrics (Pageviews, Bounce Rate)
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AUDIENCEWhere They Come From, What They Do, Key
Demographics
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AUDIENCE OVERVIEW
• Start point in GA
• Overview of traffic report
https://support.google.com/analytics/answer/1012034?hl=en
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DEMOGRAPHICS &
INTERESTS
• Enable setting in Admin• Better understand your
audience segments• Not all visitors included• Update privacy settings
https://support.google.com/analytics/answer/2799357?hl=en-GB
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GEOWhere Did Customers Come From?
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GEO
• Where visitors come from
• Language spoken
• Drill down into City,
continent, sub-continent
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BEHAVIOURWhere and how do customers engage?
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BEHAVIOUR
• New Vs Returning Frequency & Recency
• Pages viewed by age group?
• Why?
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DASHBOARDSPerformance at a Glance
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DASHBOARDS
• Add reports ‘widgets’
• Executive overview of performance
• Which pages deliver?
• Technical Performance
https://support.google.com/analytics/answer/1068216?hl=en
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SHORTCUTSOrganise Data Into Your Own Report
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KEY REPORTING TOOL - SHORTCUTS
https://support.google.com/analytics/answer/2676996?hl=en
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KEY REPORTING TOOL - SHORTCUTS
https://support.google.com/analytics/answer/2676996?hl=en#Create
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SHORTCUTS
• Make sure rows is set to maximum
• Save time consuming drill downs into one click reports
• Make more changes and save
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INTELLIGENCE REPORTSGet alerts when something changes
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KEY REPORT – INTELLIGENCE EVENTS
https://support.google.com/analytics/answer/1320521?hl=en
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KEY REPORT – CUSTOM INTELLIGENCE EVENTS
https://support.google.com/analytics/answer/1033021?hl=en#create
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KEY REPORT CUSTOM
INTELLIGENCE EVENTS
• Sessions > 50%• Sessions < 50%• Organic > 10%• Goal completions…
https://support.google.com/analytics/answer/1033021?hl=en#create
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REAL TIME REPORTSGreat For Testing, Social Campaigns, PR Releases
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ACQUISITIONWhere Are Customers Coming From? What Channels
Convert Well? Or Don’t!
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ACQUISTION OVERVIEW
• Which channels are bringing in customers?• Which channels are
converting?• Which campaigns are
effective?
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ACQUISITION - CHANNEL PERFORMANCE
https://support.google.com/analytics/answer/1034823?hl=en
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ADWORDSIntegrate with Google Analytics
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ADWORDS
See PPC performance in Analytics &
Analytics performance in PPC
https://support.google.com/adwords/answer/1704341?hl=en-GB
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SEARCH ENGINE OPTIMIZATIONKeywords & Pages - Organic Search Visits
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SEARCH ENGINE OPTIMIZATION
• Brand vs Non-Brand
• Average Position• Click Through Rate
(CTR)
https://support.google.com/webmasters/answer/1120006?hl=en
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SOCIAL ANALYTICS How Does Social Contribute To Conversions?
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SOCIAL ANALYTICS • Measure
value of social
• Set-up goalshttps://support.google.com/analytics/answer/1683971?hl=en
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CAMPAIGN TRACKINGTrack Actions GA Doesn’t Auto Track
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CAMPAIGNTRACKING
• E-mail links• Tweets• Facebook Ads• Affiliate Links
Use Google’s URL Builder
‘Marketing’ own thishttps://support.google.com/analytics/answer/1033867?hl=en
http://www.mysite.com/signup?utm_source=newsletter-20150726&utm_medium=email&utm_campaign=ga-training-offer-20150726
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CAMPAIGN TRACKING
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BEHAVIOURHow Customers Interact With Your Content
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BEHAVIOUR
• Which page are most popular
• Which pages are valuable• Which website sections
are popular• Drill downs through
sections• Top landing pages
https://analyticsacademy.withgoogle.com/course01/unit?unit=5&lesson=5
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SITESPEEDFind the Speed Traps
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SITESPEED
• Watch out for slow browser load times
• Test in www.webpagetest.org
• Follow Google’s speed suggestions
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• Understand what customers are looking for• Create new content based on customer
searches• Optimise navigation elements
SITE SEARCHView Keywords Customers Enter On Your
Website
https://support.google.com/analytics/answer/1012264
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EVENTSTrack Key Interactions on your site
https://support.google.com/analytics/answer/1033068?hl=en
• Track Downloads• Video Plays• AJAX calls• Outbound Clicks
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CONVERSIONSGoals & E-Commerce Performance
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GOALS
• Destination URL – registration completion page reached
• Time based - 5 minutes on site
• Event fired – video play, link click
• Always assign ££ values
https://support.google.com/analytics/answer/1012040?hl=en
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GOALS
• Set-up in Admin section of GA
• Use template or custom setting
• Follow process• Max 20 per view
https://support.google.com/analytics/answer/1012040?hl=en
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GOALS
• Name the goal• Set type• Next Step
https://support.google.com/analytics/answer/1032415?hl=en
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GOALS
• Set Destination• Give a value• Verify goal to test
it works• Or test in real time
report
https://support.google.com/analytics/answer/1032415?hl=en
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GOALS
• Use Reverse Goal Path to see user journey to conversion
• Use Funnel Visualisation to see main pages leading to conversion
• Set-up goal funnels to optimise conversion
https://support.google.com/analytics/topic/1631741
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CONVERSIONSE-Commerce Performance
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E-COMMERCE
• Ask your developer to set-up product tracking• Turn E-Commerce on in view admin settings• Enable Cross Domain Tracking if using third party payments
https://support.google.com/analytics/answer/1009612?hl=en#Enable
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E-Commerce
• Compare product sales by date
• Transactions (and upsells) by ID
• Discover sales cycle length
https://support.google.com/analytics/answer/1037249?hl=en
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MULTI CHANNEL FUNNELSE-Commerce Performance
https://support.google.com/analytics/answer/1191180?hl=en
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MULTI FUNNEL REPORTS
• See how different channels contribute to conversions
• See channels ‘assisting’ conversions
• View top combinations of channels leading to conversions
• See time from first engagement to conversion
https://support.google.com/analytics/answer/1191180?hl=en
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KEY REPORTING TOOLS
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REPORTING TOOLS MAP
https://support.google.com/analytics/answer/2604608?hl=en
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KEY REPORTING TOOL - ALERTS
https://support.google.com/analytics/answer/1034823?hl=en
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KEY REPORTING TOOL ALERTS
Status updates on the health of your GA account
https://support.google.com/analytics/answer/6006306?hl=en
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KEY REPORTING TOOL – DATE RANGE
https://support.google.com/analytics/answer/1034823?hl=en
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DATE RANGE SELECTION
https://support.google.com/analytics/answer/1034823?hl=en
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DATE RANGE SELECTION
https://support.google.com/analytics/answer/1034823?hl=en
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DATE RANGE TIPS
• Compare historic activity
• Check seasonal variations
• Conduct micro analysis using hour selector
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KEY REPORTING TOOLS - ANNOTATIONS
https://support.google.com/analytics/answer/1034823?hl=en
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ANNOTATION TIPS
• Document changes to the website
• Document campaign launches
• Ask third parties to document their work
• Note causes of spikes or drops
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KEY REPORTING FEATURES - SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
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KEY REPORTING FEATURES - SEGMENTS
https://support.google.com/analytics/answer/3123951?hl=en
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KEY REPORTING FEATURES – SEGMENTS ALL SESSIONS VS ORGANIC
https://support.google.com/analytics/answer/3123951?hl=en
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KEY REPORTING TOOLS – FILTERS
https://support.google.com/analytics/answer/1034836?hl=en
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FILTER TIPS
• Start simple and refine
• Use the advanced selector to build more complex queries
https://support.google.com/analytics/answer/1034836?hl=en
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KEY REPORTING TOOLS – SECONDARY DIMENSIONS
https://support.google.com/analytics/answer/6175970?hl=en
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SECONDARY DIMENSIONS TIPS
Slice data at report level for detailed analysis
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SHARE DATA
• Email• CSV, XLSX, PDF,
Google Sheets• Daily, Weekly,
Monthly• For X period• Export
https://support.google.com/analytics/answer/1038573?hl=en
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KEY REPORT ACQUISITION
CHANNELS• Find out where the
traffic comes from• Plot rows to visualize• Channel performance• Drill into data by
clicking channel grouping links
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Google Tag Manager
http://www.google.co.uk/tagmanager/
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Google Tag Manager• Less requirement for web developers to deliver code
changes for tracking• Manage all tracking tags in one place online• Enhanced Ecommerce tracking provides detailed reporting
on every facet of shopping and purchasing behaviour, e.g. which products were seen, added or removed from cart, initiated, abandoned and completed transactions
https://support.google.com/analytics/answer/6014841?hl=en
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ResourcesEveryone was a beginner at some stage. In every sector, everyday there’s someone starting out who wants to pick up the basics as quickly and painlessly as possible.
Google ChromeGoogle Tag AssistantGoogle Analytics Debugger Digital Analytics Fundamentals
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SEO KPIsTypes of Goal– Engagement– Conversions– Visibility– Reputation – Credibility and status– Market leadership– Competitive advantage
KPI’s– Organic traffic – Visitor numbers– Volume of traffic achieved based on
keywords– Click-Through-Rates – Downloads– Conversions– Sales– Website engagement etc.
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ORAny time left…
ANY QUESTIONS?OR
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EXERCISECreate your measurement plan
• Business Objective• Strategy• Tactics• GA KPIs• Segments
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SUGGESTIONS• Business Objective – No1 low cost airline in Europe• Strategy – Sell Services• Tactics - Sell Online• GA KPIs – E-Commerce - Revenue, Avg Order Value• Goals – Newsletter, sign-ups• Segments – Email, Organic Search, PPC