Google analytics 0 to 90 in 40 minutes1. Google Analytics – 0 to 90 in 40 minutes
Ravish Kamath | Senior Director - Products
February 05 2013
© 2013 Regalix Inc. Confidential, All Rights Reserved
2. About Ravish
Senior Director - Products, responsible for customer success and driving
product strategy at Regalix
8+ years of experience with leading Web 2.0 and Community Development
projects for Fortune 500 customers
Evangelized and launched complianceonline.com (Winner of Forrester
Groundswell Award in 2009)
Largest expert community of professionals
4M+ users, 60K SKUs, 5M+ search index, 400 trainings a month
White Labeled by NASDAQ in 2007
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3. Problems you may have grappled with….
Acquisition
Where am I getting my traffic from?
What traffic sources / geographies are working / not working?
What is my site’s conversion rate (i.e. did they like the experience enough to register or buy?)
Engagement
How are users interacting with my website?
Do users like your site enough to refer others?
Retention
Are my users coming back after the initial experience?
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4. This is where Analytics comes in
Google Analytics, Mixpanel, GoSquared, Kissmetrics are some of your options
Google Analytics is FREE
Setting it Up – Follow this link (if you need help, send us an email)
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5. Understanding Metrics and Dimensions
What is a metric?
Measures data
Visits, Time on Site are examples of a metric
What is a Dimension?
Describes data
Descriptive attribute of an object for example source, campaign of traffic are dimensions
Dimensions and Metrics are used in conjunction with one another
Dimensions are often associated with one or more metric
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6. Understanding the interface
4. Once you understand 0. Date Picker
3. Improve your Dimensions and Metrics
productivity
1. Core
Navigation
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2. Data 6
7. Standard Reports > Real-Time
Useful to track or view live traffic on site.
Provides number of users on the site, active pages, locations etc.
So when would you use this?
Monitoring if users are active on your site
Monitor effects of a tweet / blog on your site
Monitor if a new campaign is sending you traffic
Verify if tracking code is working
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8. Standard Reports > Audience
Best report section to understand more about your audience
What can you know from this section?
Location – In which countries do you have an audience?
Browser & OS – What browsers / Operating System does your audience use?
Behavior – Most important of the lot if you want to understand engagement and loyalty.
Hence we are going to go deeper into this report!
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9. Standard Reports > Audience > Behavior > New Vs. Returning
Answers the key question of how many users are returning to your site? A good indicator of loyalty!
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10. Standard Reports > Audience > Behavior > Frequency & Recency
How many times does your audience come back?
Healthier to have higher count for visit for subsequent visits
The below report indicates that 77.63% of the visits where first time visits, with 11% making a second visit and 3% making
a third visit…Not a good indicator!
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11. Standard Reports > Audience > Behavior > Engagement
How long does your audience spend on your site? Is your traffic engaging with your site?
Majority of visits in 0-10 second interval is bad
Blogs / Content sites have 181+ seconds visit duration length
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12. Standard Reports > Traffic Sources > 1
Best report section to understand from where you are getting your users. In other
words how do people find your site?
Use this report to evaluate effectiveness of
Referrals
Direct Traffic
Organic
Social traffic
Custom Campaigns
When looking at a traffic source’s effectiveness, look at:
Pages / Visit
Avg. Visit Duration
Bounce Rate
Revenue (Ecommerce Only)
Conversion Rate (Ecommerce Only)
Per Visit Value (Ecommerce Only)
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13. Standard Reports > Traffic Sources > Dimensions
Source – Who sent this user to your site? Google (Name of the search engine),
google_analytics_newsletter (name of the newsletter), direct (users who typed
your website URL directly)
Medium – Organic, cpc, referral or any custom name
Keyword – In case of organic and paid search traffic, the keywords visitors
searched are usually captured (will be not provided in case the user is using SSL
search)
Campaign – Name of the adwords campaign or the custom campaign you created
Content – In case of multiple call to actions in your content, use this field to tell
which one was more effective.
Sample URL:
http://www.regalix.com?utm_source=feb_5_webinar&utm_medium=ppt&utm_campai
gn=ga_webinar
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14. Standard Reports > Traffic Sources > Sources > All Traffic
Understand where to focus your advertising and site optimization efforts
The best kind of traffic is the free kind with a good Pages / Visit, Avg. Visit Duration & low Bounce Rate
If you are an ecommerce site, use the Ecommerce link under Explorer to see revenue associated with traffic sources
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15. Standard Reports > Traffic Sources > Sources > Referral Traffic
Which domains are referring most traffic to your site?
Which page are they sending traffic to? To view this information, click “Landing Page” link highlighted below
Check if your expected traffic sources are present. Also check for the unexpected ones!
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16. Standard Reports > Traffic Sources > Sources > Search
Breakdown of Organic Vs. Paid Search traffic
Again evaluate effectiveness of traffic against number of visits, visit duration, bounce rate / Revenue dimensions
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17. Standard Reports > Traffic Sources > Advertising > Adwords
View effectiveness of paid campaigns (adwords) via Adwords report (Ensure you have linked this from your Google
Adwords account). Click this link for more information
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18. Standard Reports > Content
Use these reports to improve your site content, navigation ( and speed as well).
Use this report to evaluate
Popular Pages
Pages that have high bounce rate (focus on rewriting these pages)
How users are interacting with elements on your website (can be done via events)
When looking at a page’s effectiveness, look at:
Bounce Rate (anything above 45% is a red flag)
Exit Rate (important to know the difference between Bounce Rate Vs. Exit Rate)
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19. Standard Reports > Content > Site Content > All Pages
Understand pages which have the highest page views, avg. time on page and low bounce rates. These are your best
performing pages
Work on improving the remaining pages
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20. Standard Reports > Content > Events
Use Event Tracking to track user interactions with specific elements on your web page.
For Example:
How many users clicked Download CSV Vs. Download KML? (refer screenshot)
Use Event Tracking to track user interactions for such purposes. In the given example, the
hyperlinks in the HTML will be coded as shown below:
<a href=“domain.com” onClick=“_gaq.push(['_trackEvent', ’Download', ”Download CSV",
”CSV");”>Download CSV</a>
<a href=“domain.com” onClick=“_gaq.push(['_trackEvent', ’Download', ”Download KML",
”KML");”>Download KML</a>
The event above depends on three different elements:
Category – What type of object do you want to track. In this case we want to track the Download
button
Action – What action do you want to record? In this case we want to track click on CSV Vs. KML
links
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21. Standard Reports > Content > In-Page Analytics
Visually Assess how users are interacting with your site
Are my key messages appearing above the fold?
Are my call to actions working? What are users clicking on my site?
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22. Standard Reports > Conversions
Completion of an activity on your site that is important for your business. For
example: a registration or a successful transaction / purchase.
You must define goals in order to track conversions. Lets see how!
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23. Standard Reports > Content > In-Page Analytics
Visually Assess how users are interacting with your site
Are my key messages appearing above the fold?
Are my call to actions working? What are users clicking on my site?
Name of your goal
Goal will be reached when user reaches a
specific URL Destination
URL of the page which should trigger
the goal
Series of pages the user navigates to reach
the goal page. Used in ecommerce sites to
track shopping cart funnels
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24. Standard Reports > Conversions > Path Length
How many visits did it take a visitor to convert?
The below report gives us an insight – 23% of visitors convert on first visit, 48% convert after 12+ visits
Think about it, its not about the first visit!
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25. My Stuff > Intelligence Events > Overview > Custom Alerts
Set custom alerts to track when things break or anything extra-ordinary occurs. For example, when you record higher than
normal conversions or visits from a referral network drops below a threshold.
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26. In Summary
Use Real time report to understand:
Monitor effects of a tweet / blog on your site
Monitor if a new campaign is sending you traffic
Verify if tracking code is working
Use Audiences Report to understand:
Where are your users located?
What is your sites engagement and loyalty?
Use Traffic Sources Report to understand:
How people are finding your site?
How effective are these sources?
Use Content Report to understand:
How users are interacting with content and navigation on your site?
Use Conversions Report to understand:
Are the business objectives being met?
© 2013 Regalix Inc. Confidential, All Rights Reserved 26
27. Few other reports that may help you
Content Efficiency Analysis Report (by Avinash Kaushik)
Social Media Performance Dashboard (by Avinash Kaushik)
Ecommerce Traffic Report
© 2013 Regalix Inc. Confidential, All Rights Reserved 27
28. Get in Touch
Forefront of Innovation visit: www.regalix.com
Digital Marketing Services
Technology Enabled Services For a free evaluation of your google analytics
Regalix Labs setup, please get in touch with Nick,
njpinkerton@regalix-inc.com
Multi-disciplinary Leadership Team & Strong
Advisory Board, 175+ Team If you have any questions about this webinar
please feel free to get in touch with the speaker
Ravish Kamath, rkamath@regalix-inc.com
Fortune 500 and Venture Backed Customers (B2B
and B2C)
Global Operations: HQ in Silicon Valley, 4 Offices
Industry Recognition
© 2013 Regalix Inc. Confidential, All Rights Reserved 28