Main points of the webinar: 1) Introduction of Google Analytics, understanding the data correctly: goals, e-commerce, principal metrics (visits/pageviews, sources of traffic), webmaster tools integration 2) Google Analytics advanced segments setting, and Top 8 of the most useful custom reports and how to set them: • Not Provided • Branded vs non-branded traffic • Visits with transactions • Most profitable sources of traffic • Funnel visualizations, drop-offs • Bounce rate, it’s correct interpretation • Mobile traffic • 404 errors

1. Google Analytics:
understanding the data
correctly
Webinar, June 27, 2013

2. Promodo at a Glance

3. Speaker
Helen Ruchko
Marketing Assistant at Promodo

4. Webinar main points
Introduction to Google Analytics:
How to set up goals in Google Analytics
How to use Google Analytics ecommerce tracking
Google Analytics principal metrics (visits/page
views, sources of traffic)
Webmaster tools integration

5. Webinar main points
Top 8 Google Analytics custom reports:
Not Provided
Branded vs. non-branded traffic
Visits with transactions
Most profitable sources of traffic
Funnel visualizations, drop-offs
Bounce rate, it’s correct interpretation
Mobile traffic
404 errors

6. Introduction to Google
Analytics

7. Google Analytics is a powerful tool which
shows you what is working on your website
and what is not. It helps you optimize your
marketing efforts and maximize the
revenue.
Why do we need Google Analytics?

8. Adjust Google Analytics to your business
goals.
How to make the most of Google
Analytics data?

9. A goal is a critical event for your
business which occurs on the website
during the visit and helps you generate
income
What are goals in Google Analytics?

10. How to set up goals in
Google Analytics

11. URL destination goal
Time on site goal
Pages per visit goal
An event goal
4 types of goals:

12. Google Analytics will keep track of URLs
you specified. Each time a user goes to
such URL the conversion is triggered
URL destination goal examples:
o thank you page
o confirmation page
o checkout page
o about us page
URL destination goal

13. URL destination goal for Promodo
website

14. Setting up the goal

15. URL destination goal for Promodo
website

16. Match type
• Regular expressions give the most flexibility,
but they are rather for advanced Google
Analytics users.
• Read Google’s regular expressions guide to
learn how to make the use of them.

17. Google Analytics will keep an eye on
visit duration. If the visitor stays on
website above or below time you
specified, a conversion is reported.
Time on site goal

18. Time on site goal
Time on site goal is ideal for customer support
websites which want the user finds the answer as
fast as possible – “less than” time on site goal
or
large content websites which target is the
maximum user engagement - “more than” time
on site goal

19. Pages per visit goal
Pages per visit goal tracks the number of pages
the visitor views per one visit. When the number
of viewed pages reaches then threshold you
specified the conversions triggers
Pages per visit goal suits the best rich content
websites which objective for the user to view as
many content as possible

20. An event goal
Google Analytics reports the conversion when a
certain event occurs during the visit
Event goal examples:
o ebook download
o free trial account creation
o software download, etc

21. An event goal for Promodo
website

22. An event goal
To track this kind of goal, previously you
need to set up at
least one event
Check out
The Google Analytics Event Tracking Guide to
know how to do this exactly

23. Where to look for goal completion
information?

24. Where to look for goal completion
information?

25. How to use Google Analytics
ecommerce tracking

26. Why ecommerce tracking is worth
to set up?
• Ecommerce tracking allows you to track
your business outcome
• With ecommerce tracking enabled you can
associate the revenue with a certain traffic
source and answer the question: “Who gets
the credit?”

27. Setting up ecommerce tracking
Step 1:
Enable ecommerce tracking

28. Setting up ecommerce tracking

29. Setting up ecommerce tracking

30. Setting up ecommerce tracking
Step 2:
Embed Google Analytics tracking code to
receipt page which contains transaction
details and a receipt of the purchase

31. Setting up ecommerce tracking
_gaq.push(['_addTrans',
'1234', // transaction ID - required
'Womens Apparel', // affiliation or store name
'28.28', // total - required
'1.29', // tax
'15.00', // shipping
'San Jose', // city
'California', // state or province
'USA' // country
]);
_gaq.push(['_addItem',
'1234', // transaction ID - necessary
to associate item with transaction
'DD44', // SKU/code - required
'T-Shirt', // product name
'Olive Medium', // category or variation
'11.99', // unit price - required
'1' // quantity - required
]);
_gaq.push(['_trackTrans']);

32. Code example
Transaction Details:
Transaction ID: a23nm45ys23
Total: $175.00
Tax: $0.00
Shipping: $25.00
Items Purchased in the transaction:
12345: one, Black 17″ Rollerbag, $100.00,
SKU = RB17, Category = Luggage
45678: one, Black 15″ Rollerbag, $75.00,
SKU = RB15, Category = Luggage
example provided via http://cutroni.com

33. What kind of information will you get?

34. What if your website is non-ecommerce,
but you would like to track sales?
• Make little tweaks in Google Analytics code - set up
the constant value in the required fields and track
only the purchase amount

35. Google Analytics principal
metrics

36. Visits
• Visits are used to measure traffic volume
• Businesses are interested in receiving as high
number of target visits to the website as possible

37. Visits
Measuring number of visits helps:
• understand how successful your online marketing
campaign is
• compare traffic volume of different periods of time
• find out whether your business is seasonal
• detect the most popular days of the week when
you receive the highest traffic volume

38. Visits
Traffic volume to the website

39. Pageviews
• Pageview is an instance of a page being loaded by
a browser.
• The Pageviews metric is the total number of pages
viewed (repeated views of a single page are also
counted)

40. Pageviews
The Pageview metric is important for two main
reasons:
o a pageview indicates the fact that Google
Analytics tracking code has been executed
on a web page
o it is used to measure website content
effectiveness and user engagement

41. Pageviews

42. Traffic sources
It is important to analyze different traffic sources in
terms of number of visits they drive and
conversions they generate

43. Traffic sources
By looking at different traffic channels you can:
o find the best performing traffic sources
o understand what is working in your
marketing campaign and what is not

44. All traffic
Traffic sources
SearchRefferalsDirect

45. Traffic overview

46. Direct traffic
represents visitors who clicked on a bookmark to
arrive at your site, or who typed the URL directly
into their browser

47. Direct traffic report

48. How to attribute goals conversion and
sales to a certain traffic source?
• Add ecommerce and goals column to the report

49. Direct traffic report with goals

50. Direct traffic report with ecommerce

51. Referral traffic
includes any web sources that link to your website
and send traffic there.
Examples:
o websites with banner ads
o links from blogs
o affiliate program links, etc.

52. Referral traffic
By measuring referral traffic you can figure out:
o what websites send the most traffic to you
o at what landing pages users the most
frequently arrive
o how users interact with the page content and
whether it meets their needs

53. Referrals report

54. See what pages exactly send traffic to
your website

55. Search Engine traffic
represents visitors who click on a search results
link in any search engine - Google, for
example
Search engine
traffic
PaidOrganic

56. Search Engine traffic analysis helps:
o find out from what search engines you get
most of the visits
o what keywords send you the most traffic
o compare seo and ad campaigns
effectiveness

57. Search Engine traffic overview

58. Organic traffic overview (by keywords)

59. Paid traffic overview (by campaign)

60. Webmaster Tools
integration

61. Webmaster Tools integration

62. Webmaster tools integration makes it
possible:
o to see Webmaster Tools data in Google
Analytics reports
o to access Google Analytics reports directly from
Webmaster Tools pages

63. Webmaster Tools integration

64. Results

65. Top 8
Google Analytics
custom reports

66. Why are custom reports very useful for
your business?
• Custom report is a shortcut which helps
you get more actionable insight in less
time
• Custom reports adjust Google Analytics
data specifically to your business goals

67. Report #1
Not provided

68. An issue with not provided segment
• If the user searching on Google is signed in to
any of Google service, their search is conducted
in a secure context, and thus the keywords with
which user arrives at your website are not
available.

69. Not provided custom report detects landing
pages at which users from not provided
segment arrive
Benefits:
• you can get a clearer picture of user intent
• suggest the keywords which could have been used
to arrive at the certain page

70. Setting up the Not provided
report

71. Setting up the Not provided
report

72. Not provided report in action

73. Not provided report
• For more details about the Not provided report
read Econsultancy’s post
How to steal some 'not provided' data back from Google

74. Report #2
Branded vs. non-branded
traffic

75. Branded vs. non-branded traffic
Branded vs. non-branded traffic report enables you
to exclude branded keywords from the list of
keywords
Benefits:
• you can see what unbranded keywords people use to
find your product or service online
• you can get more accurate data to analyze the
effectiveness of your online marketing campaign

76. How to set up branded vs. non-
branded traffic report

77. Branded + non-branded traffic report
Non-branded traffic report

78. Report #3
Visit with transactions

79. Visits with transaction report shows data for visits
during which goal conversion or purchase happened
Benefits:
• you can find out what kind of visits (region, language, browser,
screen resolution) convert the most on our website
• you can get an idea of users behavior pattern to see what
improvements should be done to the website to make such
visits convert again

80. How to apply visits with
transactions report

81. Analyzing visits with
transactions report

82. Analyzing visits with
transactions report

83. Report #4
Most profitable sources of
traffic

84. The most profitable sources of traffic report
shows which traffic sources generate the most
revenue for your business
Benefits:
• helps you understand what traffic resources give the
highest ROI and what sources are worth to invest more
in

85. How to set up the most
profitable traffic sources report

86. The most profitable traffic
sources report

87. Report #5
Funnel visualization,
drop-offs

88. Funnel is a sequence of steps you expect the
user to take on the way to conversion.
Funnel visualization help see the conversion
path and steps on which users abandon the
conversion process
Benefits:
• helps you eliminate bottlenecks from the conversion
process and increase conversion rate

89. Funnel visualization

90. Funnel visualization

91. Funnel visualization

92. Report #6
Bounce Rate

93. Bounce rate is the percentage of visits that go
only one page before exiting a site
• Bounce rate is used to measure user engagement,
evaluate how much the website content is relevant to
the users needs
• Generally, a high bounce rate is considered to be a
negative sign. Visitor might leave the website because
of poor design, usability issues, or if they don’t find the
information they need

94. Bounce rate is a key metric of many Google
Analytics reports

95. How to detect underperforming pages with
bounce rate metric

96. How to detect underperforming pages with
bounce rate metric

97. Because of the way Google Analytics calculates
bounce rate, there is a certain group of website
for which a high bounce rate is normal. For
example, blogs.

98. How Google Analytics calculates bounce rate
If after viewing one page user doesn’t proceed to another
page, Google Analytics considers it a bounce

99. Report #7
Mobile traffic

100. Mobile traffic report displays the data about
users accessing your website from mobile
devices
Benefits:
• you can get a clear picture of users visiting your
website from mobile (screen resolution, operating
system, browser, etc.)
• you can increase mobile traffic conversion rate by
detecting and eliminating problems mobile users may
experience on your site

101. Mobile traffic report

102. Mobile traffic report

103. Analyzing mobile traffic

104. Report #8
404 errors

105. 404 errors report singles out the data about
404 traffic
Benefits:
• allows to see how frequently users run into non-existent
pages
• makes it possible to identify the sources of bad links
and fix them in order to improve user experience and
decrease bounces from website

106. Setting up 404 errors report
Go to the website and check in the code 404 error page title

107. Setting up 404 errors report

108. Setting up 404 errors report

109. Setting up 404 errors report

110. More reporting solutions from Google
Google’s Solution Gallery

111. Free SEO and CRO audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;
- Quick SEO audit and review of existing analytics;
- Audit of PPC campaigns;
- Technical audit;
- Best practices of conversion rate optimization.

112. Promodo.com/blog
Twitter.com/promodo_en
Facebook.com/promodo
Please follow

113. Thank you for your attention!
Feel free to contact me
Elena Ruchko
Marketing Assistant
at Promodo
e-mail: e.ruchko@promodo.com
Skype: ruchko_lena