This document outlines Paul O'Brien's presentation on the top 10 most valuable and overlooked features in Google Analytics. It discusses using a single tracking code, creating views/profiles, filtering views, segmentation, campaign tracking, goals, events, remarketing, experiments, and annotating reports. O'Brien emphasizes that while sometimes boring, analytics is important for business and helps track marketing and innovation results. He offers to help attendees add him to their Google Analytics accounts to help analyze their data.

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@seobrien
Welcome to
Google
Analytics

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@seobrien

Data fundamentals

Traffic Sources

Bounce & Exit Rates

Profiles

Visits vs. Visitors

Annotation

Filters

New vs. Repeat

Reports & Dashboards

Campaign Tracking

Goals

Events

Segmentation

Universal Analytics

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@seobrien
“Google Analytics, the
least exciting, most
important part of your
business”
- Paul O'Brien;
Google Analytics Romeo

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@seobrien

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@seobrien
Because the purpose of business is to
create a customer, the business
enterprise has two–and only two–
basic functions: marketing and
innovation.
Marketing and innovation produce
results; all the rest are costs.
Marketing is the distinguishing, unique
function of the business.

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@seobrien

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@seobrien

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@seobrien
Add me to your account? Let's dig in live
paul@seobrien.com

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@seobrien
The 10 most
valuable, most
overlooked
Analytics
features

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@seobrien
Number 1
Use ONE Tracking code

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@seobrien

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@seobrien
Numero 2
Create Views
Formerly known as Profiles

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@seobrien

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@seobrien
число 3
Filter your Views

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@seobrien
1. Include Hostname
2. Remove Upper/Lower Case
3. Exclude IP Addresses
*Include / Exclude Campaign
*Include / Exclude Region
*Include / Exclude sub/folder
Raw View? No filters

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@seobrien
număr 4
Love Segmentation

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@seobrien

Track only blog post commenters

See loyal visitors with high repeat rate

Dig into long tail key word traffic
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Index and estimate impact of word of mouth

Monitor high value customers

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@seobrien
číslo 5
Don't settle for
(not provided)

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@seobrien

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@seobrien

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@seobrien
αριθμός 6
Campaign Tracking
Matters

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@seobrien

Make sure Source and Medium = GA's All Traffic

Source = facebook.com not Facebook

Medium = cpc not Paid

Source is from where it came, not a platform
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Mailchimp, Marketo = email
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Adroll, Outbrain, etc.

Think of medium as format
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Email formats: newsletter, DRIP, blog feed

Site formats: cpc, tweet, sponsored post, 300x250
seobrien.com/?utm_source=facebook.com&utm_medium=cpc&utm_campaign=right_news_feed_10%25off

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broj 7
Events track the
untrackable
Goals track points of completion

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@seobrien

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@seobrien
nimewo 8
Value Goals

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@seobrien

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@seobrien

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@seobrien
nombre 9
Turn on Remarketing

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@seobrien

Monthly visitors

Engaged visitors: page views, time spent, events

Segments

Leads: repeat visitors, contact form completions

Converted visitors

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liczba 10
Use Experiments

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@seobrien

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Go to 11
google.com/analytics/gallery
Social Media Dashboard
SEO Dashboard
Site Performance Dashboard
Paid Search Reports
Business KPIs
Content Efficiency

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@seobrien
The Dirty Dozen
Annotate EVERYTHING

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@seobrien
http://seobrien.com
Your turn!
paul@seobrien.com