google analytics december 2013 meetup: advanced segments
DESCRIPTION
Ryan Summers of ISITE Design shares tips for using Google Analytics Advanced Segments.TRANSCRIPT
_ga.usergroup(pdx);
#GAPDX
ISITE Design
Marketing Technology
Experience Design
Analytics & Optimization
CREATE BUILD GROW
Google Analytics Advanced Segments
“Aggregate Data Is Crap” - Avinash Kaushik
Visitors have different needs and goals why would you measure them all against the same success criteria?
– Current Customers (25% of traffic)
• Comes to site to find support
– Prospective Customers (75% of traffic)
• Comes to site to research products
Why We Segment
All Goals Aren’t For Everyone
Spot Trends
Show me Visits People that…
Users or Visits
• User
Unique visitors who have ________
• Visit
Sessions where ________
Users or Visits
• User (Current Customer)
A unique visitors who has Logged-In last 90 days
• Visit (Researcher)
Sessions where a video was watched or a whitepaper was downloaded
Visit Sequences
Visit where…
1. First landed on homepage
2. Next went to a product category page
3. Next went to a product page
4. Eventually added something to cart
User Sequences
Person who…
1. First came to the site from an organic search
2. Then came back to the site directly and watched a video or viewed a product page
3. Eventually submitted a lead
Cohorts
Group visitors who all have something in common:
• Visitors who first came to my site before our TV ad
• Visitors who first came to our site during our TV ad
• Visitors who first came to our site after our TV ad
Demographics
Get demographic data from Google Display Network:
Interests
Get demographic data from Google Display Network:
Some Questions To Ask Your Segments
What do people do when the come to my site from organic search as their first and
subsequent visit?
How well does social media acquire qualified visitors?
B2B Customer
B2C Customer
What is the influence of video on conversion?
New Segment Interface
Segment Gallery
Segment Visibility
Good Reads
• http://www.kaushik.net/avinash/google-analytics-visitor-segmentation-users-sequences-cohorts/
• http://searchenginewatch.com/article/2307131/10-Google-Analytics-Advanced-Segments-That-Reveal-Search-Social-ROI/
Stay Tuned…
February 6, 2014 (Tentative)
Track events without deploying any code using GTM auto event tracking!