google analytics advanced segments (fiverr case study)
TRANSCRIPT
www.fiverr.comwww.fiverr.comwww.fiverr.com
BOOST YOUR BUISNESS
WITH GOOGLE ANALYTICS
ADVANCED SEGMENTS
www.fiverr.comwww.fiverr.com
Fiverr and the buyer behavior model
Implement in Google Analytics
Optimizing using GA advanced segments
Automation with GA API (and how to avoid advanced segments
sampled data)
Today’s Agenda
www.fiverr.comwww.fiverr.com
World’s largest marketplacefor creative services.
THE WORLD’S LARGEST MARKETPLACE FOR
CREATIVE AND PROFFESIONAL SERVICES.
www.fiverr.comwww.fiverr.com
Buyers behavior model
FTB
Channels
Brand
SEO
SEM
Viral
KPI’s
Usage
Registration
First Order
Revenue
LTV
Returning
Class
Regular
Silver
Gold
Diamond
Platinum
Campaigns
Triggered Emails
Marketing Emails
Retargeting
KPI’s
Revenue
AOV
Frequency
www.fiverr.comwww.fiverr.com
Tag Channels with 5 UTM’s
Stands forUTM
Website originSource
Group websites originsMedium
Marketing activityCampaign
Differentiate ads Content
Search engineKeyword
www.fiverr.comwww.fiverr.com
UTM’s best practice
CampaignMediumSource
LogoDisplayFacebook
LogoDisplayWalla
LogoDisplayFacebook
LogoSocialFacebook
LogoDisplayFacebook
illustrationDisplayFacebook
www.fiverr.comwww.fiverr.com
Optimizing logo landing page
Noisy background
Logo position
Fuzzy title
Random Gigs
Hidden signup
Signup redirects to HP
Links to sub-categories
www.fiverr.comwww.fiverr.com
Analyzing technique
Always a/b tests
Optimize all KPI’s
Find correlation
Weighted KPI’s
www.fiverr.comwww.fiverr.com
3 Questions about logo campaigns
users
What Gigs they:
1. Browse
2. Search
3. Purchase first time
www.fiverr.comwww.fiverr.com
Answer with Advanced Segments
Isolate subset of your data
Easy to create, edit and share
Apply to past data
Caveats
Sampled data when < 500k sessions
Calculation at property level
www.fiverr.comwww.fiverr.com
3 Questions about logo campaigns
users
What Gigs they:
1. Browse
2. Search
3. Purchase first time
www.fiverr.comwww.fiverr.com
Clicking Gigs is less effective
Group A
Group B
Group A
Registration
FTB
Pages/Session
AVG Session
X6
X4
X1.4
X1.6
www.fiverr.comwww.fiverr.com
Logo summary
300+ a/b test
Registrations
Orders
Revenues
Google quality score increased significant
+275%
+100%
+82%
www.fiverr.comwww.fiverr.com
Google analytics spreadsheet add-on
Data from multiple views
Compute custom calculations
Create visualizations
Schedule reports
www.fiverr.comwww.fiverr.com
Create your first API request
Install the GA add-on
In menu click “Create report”
Select account information
Choose Metrics and Dimensions
www.fiverr.comwww.fiverr.com
Advanced segments and Sampled data
Caveats
Sessions > 500K
Calculation at property level
www.fiverr.comwww.fiverr.com
Task from the boss
Users and AOV from
USA
and
Purchase “logo design”
website traffic is 500K/month sessions.
www.fiverr.comwww.fiverr.com
Data integrity
Define goals
Tag campaigns
Analyze with segments
Leverage API
Work hard!
Final thoughts