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10 Hands-on Google Analytics tricks

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In this guide, presented by Konstantin Wemhöner of kemb GmbH and Roastmarket at the Digital Marketing meetup in Munich in April 2017, you will be presented with 10 setting in Google Analytics that help you make better decisions for your business. Slides include screenshots of how to configure your solution.

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10 Hands-on Google Analytics tricks

  1. 1. 10 HANDS-ON GOOGLE ANALYTICS TRICKS Dr. Konstantin Wemhöner – kemb GmbH/Roastmarket GmbH How to use Google Analytics to drive better business decisions
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  4. 4. TO BEAT THE GAME, KNOW YOUR ENEMY THE BEST YOU CAN 4 Your business, your game https://de.pinterest.com/hallamd/final-fantasy-vii/
  5. 5. MINIONS: THEY MIGHT BE A HASSLE, BUT YOU WON‘T FINISH THE GAME, UNLESS YOU TAKE CARE OF THEM 5 Starting the game http://finalfantasy.wikia.com/wiki/Guard_(enemy)
  6. 6. 1# ENABLE BENCHMARKING 6
  7. 7. 1# ENABLE BENCHMARKING 7
  8. 8. #2 CONNECT TO SEARCH CONSOLE 8
  9. 9. #3 PROPER FILTERING FOR INTERNAL TRAFFIC 9
  10. 10. #3 PROPER FILTERING FOR INTERNAL TRAFFIC 10 Always keep an unfiltered view!
  11. 11. #4A FILTER FOR QUERY PARAMETERS 11
  12. 12. #4B FILTER FOR QUERY PARAMETERS 12
  13. 13. BOSS ENEMIES: KNOWING THEIR WEAKNESSES CAN GO A LONG WAY TO BETTER DECISIONS 13 The first struggles http://finalfantasy.wikia.com/wiki/Malboro_(Final_Fantasy_VII)
  14. 14. #5 CROSS-DOMAIN TRACKING 14 Again: Always keep an unfiltered view!
  15. 15. http://magazin.roastmarket.de/kaffee http://roastmarket.de/kaffee Before After 15 #5 CROSS-DOMAIN TRACKING - EXAMPLE Page Sessions Bounce rate /kaffee 420 55.0% … … … Page Sessions Bounce rate magazin.roastmarket.de/kaffee 320 63.0% Roastmarket.de/kaffee 100 29.4%
  16. 16. #6 SOURCES OF ORGANIC SEARCH 16
  17. 17. #7 „REAL“ CONVERSION RATE 17 For eCommerce use Transaction, for all other purposes Goals
  18. 18. #7 „REAL“ CONVERSION RATE 18 Only visible in custom reports! A/B Testing & optimizing on a user is way different from optimizing on a session
  19. 19. YOUR NEMESIS: ONLY HAVING GROWN OVER TIME YOU WILL BE ABLE TO FINISH THE GAME 19 Homing in on profitability http://finalfantasy.wikia.com/wiki/Sephiroth_(Final_Fantasy_VII_boss)
  20. 20. #8 TRACK AD-BLOCKERS 20 function AdBlockEnabled() { var ad = document.createElement('ins'); ad.className = 'AdSense'; ad.style.display = 'block'; ad.style.position = 'absolute'; ad.style.top = '-1px'; ad.style.height = '1px'; document.body.appendChild(ad); var isAdBlockEnabled = !ad.clientHeight; document.body.removeChild(ad); return isAdBlockEnabled; } With a deep bow towards Avinash Kaushik‘s „Occam‘s razor“! – https://www.kaushik.net/avinash/adblock-tracking-google-analytics-code-metrics-reports/
  21. 21. #8 TRACK AD-BLOCKERS 21 How many Users are blocking ads? What is the difference in content consumption? Do I have higher Per Session Goal Value from people who block ads?
  22. 22. #9 CALCULATED „PROFIT“ 22
  23. 23. #9 CALCULATED „PROFIT“ 23 Requires linked AdWords account and optionally uploaded other costs
  24. 24. #10 ATTRIBUTION MODELING 24
  25. 25. WHY TAKE THE HARD ROUTE IF YOU CAN ALSO EASE THE WAY 25 Cheat sheet http://finalfantasy.wikia.com/wiki/Potion_(energy_drink)
  26. 26. GOOGLE TAG MANAGER 26
  27. 27. THANKS FOR YOUR ATTENTION! ANY QUESTIONS? @kwarks85 Konstantin-wemhoener

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