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Intermediate analytics

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Here’s the thing:

Analytics is a decision support tool

Analytics is an early warning system

Analytics is a lie detector test

But it’s none of those things unless you approach it with an open mind and the proficiency to use the tools.

Publié dans : Marketing
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Intermediate analytics

  1. 1. Intermediate Google Analytics Beyond the basic insights and analysis
  2. 2. Hierarchy of data quality
  3. 3. Crossing the Line From beginner to more advanced…
  4. 4. GA features we’ll be using today… • Segments • Secondary dimensions • Advanced Filters • Drilldowns • Comparison date ranges • Events
  5. 5. Which channels drive the most traffic? “We are actively marketing our website.” “There isn’t much going on in digital.”
  6. 6. Includes searches for your brand …which are really direct visits
  7. 7. Does not include “dark social” …which is really most of social sharing
  8. 8. Includes a bit of social and search
  9. 9. Only works if you add campaign tracking code!
  10. 10. Includes all unknown sources of traffic
  11. 11. All kinds of traffic is “Direct” • Manually typed in the address • Bookmarked or browsing history • “Dark social” • Clicks from non-browser places (email app, QR codes, PPT, PDF, Slack, text message) • Users in incognito/private browsing mode • Bad tracking code • Click from HTTPS to HTTP page
  12. 12. Which blog posts are getting seen the most? “We publish content. It’s in a directory.” “We don’t publish content”
  13. 13. 1. Is everything on these pages up to date? 2. Could you enhance any of these with video? 3. Do these have good internal links and CTAs? 3 Tips for top content (All Pages report)
  14. 14. Which pages have declining search traffic? “We have some high-ranking content.” “Nothing we have is getting much traction yet.”
  15. 15. Behavior > Site Content > Landing Pages (Organic Traffic segment)
  16. 16. What to do with these “falling stars?” Same as the potential traffic champs…  Rewrite / Relaunch: Add detail, length, answers & video  Build a link! Write a related guest post, link back source: 8-Step Content Marketing Audit, Orbit
  17. 17. You don’t need 1000 articles. You need 100 great articles.
  18. 18. Where do visitors start? Where do they go next?
  19. 19. How well is our navigation working? “We have lots of things in our nav menu.” “Our navigation has just a few items.”
  20. 20. 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
  21. 21. “Everything you remove from a page makes everything that’s left more prominent”
  22. 22. Any broken URLs on my website? “We’ve been moving things around.” “Our site doesn’t change a whole lot.”
  23. 23. Which of our emails gets clicked the most? “We send emails with calls to action.” “We don’t really send any email.”
  24. 24. Email Metrics vs. Website Metrics source: Increase Email Open Rates, Orbit Media
  25. 25. Email Metrics vs. Website Metrics source: Increase Email Open Rates, Orbit Media
  26. 26. Where are my email visitors?
  27. 27. Where are my email visitors?
  28. 28. There they are!! Where are my email visitors?
  29. 29. https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search Take a closer look at that link…
  30. 30. https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search Take a closer look at that link…
  31. 31. https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search Take a closer look at that link…
  32. 32. https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search Take a closer look at that link…
  33. 33. https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search Take a closer look at that link…
  34. 34. https://www.orbitmedia.com/blog/branded-keywords-seo/?utm_source=july19-newsletter&utm_medium=email&utm_campaign=branded-search Take a closer look at that link…
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. use lowercase letters!
  39. 39. Never add campaign tracking code to internal links
  40. 40. Is this social campaign working? “We are sharing content on social media.” “We don’t really do social.”
  41. 41. Social Metrics vs. Website Metrics
  42. 42. Social Metrics vs. Website Metrics
  43. 43. Example #1
  44. 44. Example #2
  45. 45. Example #3
  46. 46. What phrases does this page rank for? “We rank and have Search Console connected.” “We don’t get traffic from search.”
  47. 47. Search Console not connected? Search Google for “How to set up Google Analytics” You’ll find an Orbit Media article…
  48. 48. 1. Reconsider the primary keyphrase (title tag and H1) 2. Make sure that the article incorporates all of these phrases 3. Add detail, length, answers, statistics, contributor quotes and examples to articles that rank, but don’t rank #1 yet 3 Tips for almost-high-ranking-content 2:30 orbitmedia.com/blog/abcsource: Blog Optimization
  49. 49. Which social networks do my visitors like? “We have social icons and use GTM!” “We’re not active on social media.”
  50. 50. Source: Where’d They Go? Tracking Exit Clicks Using GTM
  51. 51. Source: Where’d They Go? Tracking Exit Clicks Using GTM
  52. 52. Source: Where’d They Go? Tracking Exit Clicks Using GTM
  53. 53. Source: Where’d They Go? Tracking Exit Clicks Using GTM
  54. 54. Source: Where’d They Go? Tracking Exit Clicks Using GTM
  55. 55. Source: Where’d They Go? Tracking Exit Clicks Using GTM
  56. 56. 1. Remove icons that don’t get clicked 2. Get active on the networks that get clicked the most Tips from your social icon click through rates 16:30 orbitmedia.com/blog/abc
  57. 57. How are those videos performing? “I embed YouTube videos and use GTM!” “I’m planning to do more with video…”
  58. 58. Let’s make a segment of video viewers
  59. 59. Now let’s make segments for video watchers and non-watchers
  60. 60. Now let’s make segments for video watchers and non-watchers
  61. 61. Instructions: How to track video views in Google Analytics
  62. 62. Final Tip!
  63. 63. THANK YOU! And don’t forget the video… www.orbitmedia.com/blog/abc

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