A starter presentation from my session for Nebraska.Code 2018 explaining how to use reporting in Google Analytics to understand how to attract your intended audience and monitor conversion activity at your website.

1. Using Google Analytics
To MarketYour
Software Idea
Nebraska.Code
June 6th, 2018

2. Overview
• Planning Site and Apps
• Planning Marketing Media
• Installation Notes
• Review of Google Analytics Sections

3. About Me • Founded Zimana in 2009
• Contributor: DMNews,
CMSWire
• Instructor: Blue1647
• Speaker (DXSummit,
Interop, O’reilly OSCON)
• Google Analytics, R
Programming, website
development, Meteor.JS
• MBA: Georgia Tech / Mech
Eng PrairieView A&M

4. A Lay of The Land
• “Retail-pocalyse”, BOPIS/
BORIS changes customer
expectations
• Chatbots andVoice Search
Allow New Ways to
discover products
• Search is contextual
• Increased focus on user
experience

5. •Reveals How Your Customers Are Connecting To
Your Marketing Media
•Highlights where marketing and your resources
should focus
What Analytics Means

6. Planning

7. Plan Analytics for the Website
• Review a layout to note subdirectory - cross device ID
• Plan activity for a page and then plan tags (email, paid
search, Event Tracking)

8. For a Current Site, Review Search
Console & Trends
• Google Search Console – examine words that
encouraged visits to your site
• Google Trends - To see patterns on Google
• Look for ideas for customer awareness of product/
service

9. Analytics SDK for an App
• For native and web apps that need back-end
analytics (order)
• Sign Up For Google Analytics account
• Switch on at the Admin
• Sign up for a Firebase Account for Crashalytics

10. Analytics Metrics for an App
• Number of active users
• Location of usage
• Adoption of usage of
specific features
• Number of App Crash
(Crashalytics)
• In-app purchases (GA-
Firebase)

11. Choose Your Social Media
Select platforms on which your business
will frequently communicate
• Pinterest - Image Search
• Twitter - Twitterchats/
Discovery
• Instagram - Discovery
• YouTube - Explanation of
a service or feature
• Facebook - consumer
facing exposure, Chatbot
Audience (Messenger)

12. Investigate how customers receive
information
•Google Customer Journey Tool - what
media platforms first attract customers
•Investigate Trends, Insights (Pew Institute)
•Survey - refine ideas

13. Describe Customer Persona
• Age
• Location
• Technology
• Imagine a problem and steps people undergo
to solve that problem (Micro-moment)
• Share details of how your software fits into
your customer’s Micro-moment (Micro-
experience)

14. • E-commerce - online
retail
• Lead Generation -
collecting leads and
highlighting visitor sources
• Awareness – Sharing
details that explains the
benefit of your software,
chatbot, app or purpose
of your business
Typical Objectives

15. Match Ad To
Device

16. Plan Paid Search and Social
Ads
• Choose Ad groups by product, benefit, geography,
seasonal sales, websites on which ads are served
• 25 campaigns, 100 groups, 2000 creatives or
keywords
• Can plan YouTube Ad, Social Ads in a similar manner

17. Plan Paid Search Ads
• Character Limit on Headline and Description Was Increased
• Includes Call to Action and Value Proposition
• Use URL builder to tag ads (AdWords provides automatic
links to Google Analytics)

18. •URL builders can be used for QR codes,
email campaigns, and social media share
links - as well as paid search ads
•Concatenate in a spreadsheet for multiple
campaigns
URL Tags

19. Programming Ads
• Create rules
to pause ads
• CTR Limit
• Time of Day
• Age
Segment
(new in
Adwords)

20. Campaign Tips
• Use email for drip campaigns
• Prepare to increment based on news and
consumer trends (eMarketers, Pew Institute)
• Use Platform Analytics (FB,Twitter,AdWords
Manager) for Audience Response / GA to tie
metrics together
• Make sure there is a signup for email - don’t
buy email lists (or social media audience)

21. Installing

22. •Create a container
•Plan site tags, rules, and data layer info
Tag Manager

23. IP Filters
• Add a IP Filtered profile
to exclude internal traffic
• Add Bot Filter

24. • Set Administrators
• Set Filters and Alerts
• Set Remarketing, Enhanced Ecommerce, Mobile App
Admin

25. Dimensions and Metrics are the
scores you want to know regularly
Report Ideas

26. •Audience – Do visitors align to my intended
customer persona (Age, Gender)?
•Acquisition – Sources of site traffic
•Behavior – What site/app content is being
used
•Conversions – Is the site traffic meeting
intended goals
Report Segments

27. •Audience –Geolocation (New vs retained
visitors); Demographics (high visitor volume
required); Tech - % mobile traffic
•Acquisition – Review referral traffic against
time; Conversion comparison to highlight
consistent visitor traffic
•Behavior – What site content is being viewed
frequently; Site Speed performance
Helpful Reports In Each
Segment

28. •Page, Time On Site
•Event Tracking
•Goal Value
Set Goals by Elements or
Behavior

29. Set Alerts To Manage Analysis Time
• Ad groups, Source, e-Commerce (Product
Category)
• Percentage, Delta, or Threshold
• Think small percentage first (10%), then
increase with volume

30. Note Campaign Changes Over Time
• Compare spend for a
campaign/ad group vs.
site conversions in GA
• Use various periods
days,YTD, MTD, months
where suitable
• Days To Conversion
(new)

31. Affinity Reports
• Shows What Kinds of
Site Topics are visitors
arriving and going to
• Can reveal ideas for
framing ad topics and
content

32. Site Search Reveals Signs
of Topics to Address
• Reveals what terms people are seeking on a site
• Can indicate if people are dropping out after a
search

33. Conversions / Goal Flow
• Goals reveals which traffic sources provide
potentially meaningful connections
• Conversion Rate = % of traffic that completed a
goal

34. • Set Widgets to highlight key metrics
• Set Alerts for metric increases (Greater than 10% - ideal for low traffic)
• Use Scheduler to send reports
Dashboard

35. • Data Grabber -
Supermetrics &
Excellent Analytics
• Google Data Studio
• Online Dashboard –
Tableau
• R Programming
Use for automating compound metrics (ie
Customer Lifetime Value) or creating dashboards
with other data sources (Regression)
Dashboard

36. Build Advance
Models with R (or
Python)
• Import GA data for a forecast time series
• Regression model with other data

37. Be Aware of How Data Is
Imported Into Your App
• Be Aware of How Data Comes Together To Identify an Individual
• Example: Debate on License Plates In a Public Database
• Data Retention In Google Analytics marks how long data is used
• Follow news about GDPR to learn more about how privacy is managed

38. • Start with a Customer Persona
• Plan your marketing media against the
persona
• Use Goals and Alerts to Manage Your Analysis
Time
• Plan regular reviews over time; Always look to
update your marketing to stay connected to
customers
• Monitor How Personal Data Is Processed In
Your Reporting
Summary

39. ThankYou!
pdebois@zimana.com
www.zimana.com
Twitter @zimanaanalytics