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Google Analytics Fundamentals

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It only takes a few minutes to find the nuggets of truth that will make you a better marketer. We’ll show you how to access those insights and then act quickly to drive better results from your site.

This presentation is useful even if you never logged into Google Analytics.

Publié dans : Marketing
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Google Analytics Fundamentals

  1. 1. @crestodina Andy Crestodina GOOGLE ANALYTICS FUNDAMENTALS #eventname
  2. 2. @crestodina Using data to make good marketing decisions
  3. 3. @crestodina #eventname source: Orbit Media 94.6%of top marketing sites use Google Analytics
  4. 4. @crestodina #eventname source: Orbit Media 25%of Orbit clients have Analytics set up properly
  5. 5. @crestodina #ContentJam A bit of history
  6. 6. source: AWStats
  7. 7. @crestodina #ContentJam How Google Analytics Works Javascript and Cookies
  8. 8. How Google Analytics works
  9. 9. How Google Analytics works
  10. 10. How Google Analytics works
  11. 11. How Google Analytics works
  12. 12. How Google Analytics works
  13. 13. 1. No cookie? No data 2. JavaScript disabled? No data 3. Time on page? Or time on tab? 4. Same device, different user 5. Same user, different device / browser When it doesn’t work
  14. 14. @crestodina #ContentJam Basic issues with GA
  15. 15. First Touch Deep Dive Purchase Purchase Loyalty This can be a problem...
  16. 16. First Touch Deep Dive Purchase Purchase Loyalty This can be a problem...
  17. 17. The click doesn’t count! Carousel / slideshow advancing Anchor/jump links Rollover content Dropdowns expanding Offsite links / social media buttons Social sharing buttons Video plays Livechat interactions Embedded map interactions Tabs Filters Scrolling Comment / review submission Mailto: links PDF, PPT, Word downloads Lightbox interactions
  18. 18. @crestodina • #CMWorld URL problems...
  19. 19. URL problems...
  20. 20. URL problems...
  21. 21. URL problems...
  22. 22. @crestodina #eventname Every number in Analytics is inaccurate
  23. 23. @crestodina #eventname Every number in Analytics is inaccurate …and that’s totally ok
  24. 24. @crestodina Use data to make good marketing decisions
  25. 25. @crestodina #ContentJam GA Jargon
  26. 26. Analytics vs analytics
  27. 27. Visitors are “Users”
  28. 28. Visits are “Sessions”
  29. 29. @crestodina #ContentJam The ABCs of Analytics
  30. 30. @crestodina #ContentJam The landscape of the reports
  31. 31. @crestodina #ContentJam The landscape of the admin section
  32. 32. @crestodina #ContentJam Filter out traffic from yourself ...you are not your target audience
  33. 33. How accurate is this data?
  34. 34. How accurate is this data?
  35. 35. @crestodina #ContentJam Exclude traffic from robots ...because they never convert
  36. 36. Are there robots in my Analytics?
  37. 37. @crestodina #ContentJam Setting up goals ...because GA doesn’t know what success looks like
  38. 38. Type of Conversion Revenue Content Lead Customer Donor Event Registrant @ Subscriber @ Downloader (guide, ebook, whitepaper) @ Webinar Registrant @ Follower / Fan @ Member @ Reviewer @ Job Applicant @
  39. 39. Thank you messages ...not good for Analytics
  40. 40. Email links ...not good for Analytics
  41. 41. Forms / thank you pages ...perfect for Analytics
  42. 42. Thank you! Forms / thank you pages ...perfect for Analytics
  43. 43. Thank you!
  44. 44. Good Bye.
  45. 45. Subscribers from ‘Thank You’ page
  46. 46. @crestodina #ContentJam What about event tracking? That’ll work, right?
  47. 47. Remember those “non-pageview” interactions? ...they are trackable
  48. 48. @crestodina #eventname source: Orbit Media 41.4%of top marketing sites use Google Tag Manager
  49. 49. @crestodina #ContentJam ...so let’s use thank you pages ...because that was kinda rough.
  50. 50. 1. They see a Thank You page (additional messaging) 2. They get an auto-response email 3. Sends an email notification to you 4. Saves to database or CRM 5. Records as a conversion in Analytics 5 Things that happen when visitors submit...
  51. 51. image source: Marco Verch, Flickr
  52. 52. The Funnel Visualization report
  53. 53. The Channels report ...with conversion rates
  54. 54. The Channels report ...with conversion rates
  55. 55. Social channel conversions!
  56. 56. @crestodina #eventname 1 in 3marketers don’t know which tactic has the biggest impact
  57. 57. @crestodina #eventname Goals can never be deleted …and you only get 20 per view
  58. 58. 1. Add “social proof” to your top pages 2. Make sure every page has a call to action 3. Add people and personality 4. Use short, simple forms 5. Answer visitors’ top questions 5 Tips for better conversion rates
  59. 59. 7 Things to add to your testimonials
  60. 60. @crestodina #ContentJam Top Pages Which are my most popular pages?
  61. 61. Content! One of the most important reports in GA
  62. 62. Navigation Summary
  63. 63. Navigation Summary
  64. 64. Navigation Summary
  65. 65. 1. Add great calls to action 2. Add strong testimonials 3. Add links to your strongest content 4. Remove links to other websites 5. Polish! Add personality! Video! People! 5 Tips for Top Pages
  66. 66. Beware the “services” page...
  67. 67. The problem with multi-topic pages...
  68. 68. Analytics blind spot! ...and horrible SEO
  69. 69. Beware the testimonials page
  70. 70. @crestodina #ContentJam Navigation Summaries Where do they go from here?
  71. 71. Navigation Summary
  72. 72. 1. Any small links getting clicked a lot? 2. Any big buttons getting missed? 3. Are calls to action effective? 4. What gets clicked the most in the main nav? 5. What never gets clicked in the main nav? 5 Questions to ask your Navigation Summary
  73. 73. “Everything you remove from a page makes everything that’s left more prominent!” Less is more (effective)
  74. 74. @crestodina #ContentJam Filters Find things in the first column fast
  75. 75. @crestodina #ContentJam Advanced Filters Find anything fast!
  76. 76. “Which blog posts have bounce rates of more than 80%” Let’s answer this question...
  77. 77. @crestodina #ContentJam Campaign Tracking Code Where are your email visitors hiding?
  78. 78. ESP Metrics vs. Website Metrics source: Increase Email Open Rates, Orbit Media
  79. 79. Social Metrics vs. Website Metrics
  80. 80. Where are my email visitors?
  81. 81. There they are!! Where are my email visitors?
  82. 82. source: URL Builder
  83. 83. source: URL Builder
  84. 84. source: URL Builder
  85. 85. source: URL Builder
  86. 86. source: URL Builder
  87. 87. Medium broadest origin of traffic cpc Source Specific (branded) origin of traffic facebook Campaign Name Specific marketing effort spring_sale Campaign tracking for a Facebook ad
  88. 88. Medium broadest origin of traffic email Source Specific (branded) origin of traffic mailchimp Campaign Name Specific marketing effort april_newsletter Campaign tracking for an email newsletter
  89. 89. Medium broadest origin of traffic cpm Source Specific (branded) origin of traffic twitter Campaign Name Specific marketing effort event_registration Campaign tracking for a Twitter campaign
  90. 90. Now we have campaign data!
  91. 91. @crestodina #eventname Never add campaign tracking code to internal links
  92. 92. @crestodina #ContentJam Adding notes in GA “Annotations” help tell stories.
  93. 93. There’s a story behind the data...
  94. 94. 1. Sent an email campaign 2. Started, changed or stopped advertising 3. Press hit! 4. Changed website 5. Changed Analytics setup 5 Reasons to add Annotations
  95. 95. @crestodina #ContentJam Site Search Setup Does your site have a search box?
  96. 96. See what they’re looking for!
  97. 97. @crestodina #ContentJam Secondary Dimensions Add more data to any report!
  98. 98. 1. Search for each phrase yourself. Find it? 2. Your page isn’t ranking? Optimize it! 3. You don’t have a page? Create it! 4. Adjust your navigation to help visitors find things faster 4 Tips from the Search Terms report
  99. 99. @crestodina #ContentJam Putting it all together Let’s combine all of our new skills!
  100. 100. “Which pages get the most traffic from social media visitors?” Interesting question...
  101. 101. Step 1: Go to Behavior > Site Content > All Pages
  102. 102. Step 2: Click on the “Secondary dimension” dropdown
  103. 103. Step 3: Select “Medium” (find it by searching or clicking Acquisition > Medium)
  104. 104. Step 4: Click to set an advanced filter (so we can filter by medium!)
  105. 105. Step 5: Set filter so Medium contains “social” and click Apply
  106. 106. @crestodina #ContentJam Using Segments How to find specific audiences
  107. 107. @crestodina #ContentJam Saving Reports Because they’re kinda hard to make
  108. 108. @crestodina #ContentJam Sharing Reports Don’t go it alone!
  109. 109. @crestodina #ContentJam Analytics is useless! ...unless you share, make decisions and take action.
  110. 110. Reporting is not analysis
  111. 111. @crestodina Using data to make good marketing decisions
  112. 112. 1. It answers questions 2. You share the insights 3. You make decisions based on those insights 4. You take action! 5. You measure the impact Analytics is useful only if...
  113. 113. @crestodina #ContentJam Sharing data visually ...because text is weak
  114. 114. “Six years ago, we didn’t have any mobile traffic. Now 60% of our traffic is mobile.” Text is kinda weak
  115. 115. Thanks, Snagit! Visuals are much more compelling
  116. 116. Grab visuals from Analytics (Jing)
  117. 117. Put that visual into a presentation!
  118. 118. ...or an email!
  119. 119. @crestodina #ContentJam There is more to life than Google Analytics
  120. 120. The best things in life aren’t in GA
  121. 121. The best things in life aren’t in GA
  122. 122. The best things in life aren’t in GA
  123. 123. @crestodina #ContentJam Crossing the Line From beginner… to advanced… to expert
  124. 124. @crestodina Andy Crestodina THANK YOU!

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