1. 1/126
GOOGLE ANALYTICS
FOR MARKETER
Abilities and usage patterns

2. 2/126
Introduction
It's all about conversions

3. 3/126
MAIN QUESTION
• Remember
• Make contact
• Request info
• Download
• Subscribe
• Register
• React to sponsor advertisment
• Buy (now or later)
INTRO
Do we need user to click?
In fact we need him to:

4. 4/126
KINDS OF SITES AND ITS TASKS
INTRO
Corporate
To let user find needed information quickly, to receive certain messages
from the company
Store
To sell more, to spend less on acquiring new customers
Campaign
To deliver message and track campaign effectiveness
Media
To attract and keep readership, to monetize audience

5. 5/126
WISHES AND TROUBLES OF
MARKETERS
• Site audience structure is not clear
• Low business efficiency
(high acquisition costs, in particular)
Wishes
• See clear picture of audience behaviour
• Access activity results and estimate next ones
• Know overall action plan
INTRO
Issues

6. 6/126
What media plan usually looks like
But click price isn't really important. Goal
completion is.
INTRO

7. 7/126
What media plan should include?
Dear boss, we got our 60k clicks from XXX.
Price per registration is 30% higher than it was from YYY.
I think we shouldn't continue with XXX.
Here's the data:
We got 42k visits, 80% bounced, viewed 1,65 pages per visit, 2574 returning visits, 0.17%
conversion to registrations
This means:
Non-bounced visit costs 12 RUR
Pageview costs 1,5 RUR
Returning visitors costs 44 RUR
Registration costs 1 583 RUR
INTRO

8. 8/126
Steps from theory to practice
INTRO
• Fully measurable users actions (not just page views)
• Integrated stats (not only site pages, but also incoming and
outgoing traggic)
• Segmented stats (ability to view stats from different user groups
separately)
• Actionable conclusions
Project site structure and marketing activity to conversion KPIs

9. 9/126
What GA allows to do
Define site goals
Measure goals numerically
Define site performance as improvement of
goals conversion rate
INTRO

10. 10/126
INTRO
CONVERSIONS IS NOT ALL MARKETING
Not to forget: we are measuring only final sale funnel steps
(see Atlas Research http://mediarevolution.ru/audience/behavior/1615.html)

11. 11/126
GA advantages
• Free to use, traffic limitation is not noticeable
• Can define goal and segment audience — both pre-filtered and post-filtered
• Open platform with API
• Access control
• Nicely designed reports
• Highly customizable
• Several data collection modes
• Campaign tracking
• Multilingual
• Mostly documented
• Support infrastructure (certified specialists and agencies)
• World leader's product
Why GA

12. 12/126
DATA COLLECTION MODES
• Pageviews
• Javascript actions
• Search queries
• Events
• E-commerse
• User defined and custom vars
GA FEATURES

13. 13/126
GA DRAWBACKS
• Not realtime
• Time on site doesn't include last page
• Visits of same user reported as separate
• Direct visit reported with previous source
• Drops previuos source history (can use
&utm_nooverride=1 to keep, but current is dropped then)
• Doesn't show cyrillic from URLs
• Too complicated, not transparent
• Big traffic chunks sampled
• Traffic limited to 5 mln pageview/month (spend $1 /day to remove
limitation)
• Doesn't now Russian federal meta-structure
• Russian translation is bad
• Google doesn't promise to keep data longer than 18 months
(although keeps for now)
GA FEATURES

14. 14/126
Why GA
TRAPS
• Search traffic includes both paid and not-paid
• Nearly any report can be split by traffic source via drop-down
menu
• Visit source doesn't really show where a user came from this
time. GA has its priorities, they seem to be this:
cpc > organic > referrer > direct

15. 15/126
Adjacent tools
• SEO: Webmaster Tools (Yandex, Google), Sitemap,
Site-Auditor
• Additional counters for control purposes:
LiveInternet, Rambler's Top100, Yandex.Metrica, Openstat
• Add-ons for Google Analytics: EpikOne SiteScan (installation check),
Firebug и WASP (Firefox diagnostics plugin), Data Feed Query Explorer
(manual API queries)
• Integration: Adwords (extended keywords stats), Adsense (for publishers — which pages earn
more)
GOOGLE TOOLS

16. 16/126
EPICONE SITESCAN
• Checks if GA code was broken by CMS
• Recommended by Google
• Only 1000 pages free — enough to catch a
problem if there is one
TOOLS

17. 17/126
GA FEATURES
What we have on screen

18. 18/126
GA FEATURES
SCREEN ZONES
1 — general account settings (including
language selection)
2 — choose account
3 — choose profile for this account
4 — choose date range and time scale
for chart
5 — setup segments (left) and choose
ones (upper right)
6 — main reports menu
7 — customizable reports
8 — view visits metrics, goal
conversions, e-commerce transactions
(content efficiency in content
reports,event — in event reports)
9 — choose report type (table, pie-
chart, bar-chart, compare to average,
summary)
10 — drop-down to choose split
parameter
11 — choose parameter (or two) to
graph
12 — extra services: subscriptions,
visualisations, animations, data export

19. 19/126
THREE DATA SETS
Basic metrics
• View depth
• Bounce rate
• Time at site
Goals conversion Sales conversion
Sales page can be counted both in goals and transactions
reports. Difference is when same user made several
orders. There will be one goal and several orders.
GA FEATURES
Content and Events reports have different tabs

20. 20/126
URL BUILDER
Tools to generate URLs for campaigns. Use Excel to generate
big lists.
TOOLS

21. 21/126
MAKING LINKS IN EXCEL
If you use big keywords list in pay-per-click systems, create links in excel:
• Including adwords if accounts are not linked
• Use SUBSTITUTE и CONCATENATE
For example, if link is in column Е, and keyword in column А:
=CONCATENATE(E1;"utm_source=google&utm_medium=cpc&utm_campaign=
adwordsua&utm_term=";SUBSTITUTE(A1;" ";"_"))
TOOLS

22. 22/126
TOOLS
Which UTM goes where
Mandatory
• campaign – Campaigns reports or Campaign in drop-
down
• source – Source in drop-down
• medium – which pie share will be added to, Medium in
drop-down.
There's also «Source/Medium» report
(All traffic sources)
Optional
• term – Keywords report,
Keyword in drop-down
• content – Ad Versions report,
Ad Content in drop-down

23. 23/126
HOW TO DEFINE GOALS
• Goals work only post-data, can't apply to
previously collected.
• Add goal price to transfer value to pages on the
way to this goal
• Goal could include path — mandatory (not
counted if not thru these pages) or optional
(displayed as funnel).
• Different match modes: beggining of address,
part, regular expression.
TOOLS

24. 24/126
REGEXPS
Line start - ^
Line end - $
Any character - .
Dot - .
Square parenthesis — list of possible characters,
intervals with minus, for example [0-9] — all digits
Any number of characters (even zero) - *
1 or more of characters - +
1 or zero characters - ?
Example:
^/item/.*/order$
Includes /item/2345/order
Includes /item/we2d3/order
Doesn't include /item/2345/order/done
TOOLS

25. 25/126
E-COMMERCE — ORDER DETAILS
Includes:
• Price (taxes and delivery separately)
• City, region, country
• SKU, title, type
• Number and price of items in order
GA FEATURES
Reports include revenues, conversions, item
types, daily sales

26. 26/126
• Not suitable for audit, just for marketing trends
analysis
• Ecommerce tab appears in reports
E-COMMERCE
GA FEATURES

27. 27/126
AUDIENCE SEGMENTATION
• Most reports are viewable only for certain audience
part (segment), which is defined in segment
builder
• Segment is viewable separately or with whole
traffic. Can't see just two segments.
Example: we had one campaign with different utm_campaign
parameter:
• vtv_yandex in Yandex,
• vtv_begun in Begun
and several AdWords campaigns with names like
• «Persons (eng) — search»
• «Persons (rus) — net».
GA FEATURES
Segment builder allows to combine them to get
combined stats for this campaign.

28. 28/126
VIEWING REPORTS BY SEGMENTS
• Segments are personal for you, other users of
this account can't see them, until you share.
GA FEATURES
• Compare overall and «deep» traffic. Discover
that teasers have only 4,73% deep visits,
Begun - 12,87%, Yandex - 13,85%!

29. 29/126
REPORTS BUILDER
Custom reports are needed to:
• Remove unneeded data
• Create missing set
Two types: metrics (measurable like pages/visit) and dimensions (set of kinds, like cities).
They intersect. There are some complex rules what can be intersected with what.
GA FEATURES

30. 30/126
WHAT CAN BE IN CUSTOM REPORTS
Standart reports show
23 dimensions in drop-down,
custom reports give access to 52!
For example, add source/medium
filter to keywords to select paid and
organic traffic of each keyword
GA FEATURES

31. 31/126
EXAMPLE USER REPORTS — LANDING
PAGES VALUE
GA FEATURES
Default landing pages report is just a list. If we
have goal prices defined and/or we have e-
commerce tracking, then we can see landing
pages monetary values.

32. 32/126
ONE SITE — SEVERAL PROFILES
• working
• no-filters backup
• experimental filters
GA FEATURES

33. 33/126
FILTERS
GA FEATURES
Easiest one — not to report own office clicks: you
office admins tell what addresses your office use

34. 34/126
EXAMPLE OF COMPLEX
FILTER
How to save original keyword
Правда, есть проблема с русским языком
GA FEATURES

35. 35/126
EXAMPLE OF COMPLEX FILTER — HOW TO
SAVE ORIGINAL REFERRER
GA FEATURES
GA cleans Referral path if visit has source defined via
utm. But we can use filter to save Referrer to User
Defined field. Then for advertisement placement
Site.ru
We can create «User defined includes site.ru» and check, who
really came from the site.ru, and who returned from different site
(GA still shows that source is site.ru for these visits).

36. 36/126
WHAT TO MEASURE
CLICKS not equal VISITS
Example
• Visit costs more — not all clicks reach site
• Normal discount is 70-90%
• Discount can be negative, if there's a lot of returning
visits

37. 37/126
QUALITY PARAMETERS
• Viewing depth is important for content sites
• Time on last page isn't measured
• Regular visitors can read for long, or just check frontpage for updates and
leave..
• Promo-sites can have 2pages/visit, games - 7.
• More active campaign — less depth: check depth separately for new and
returning visitors.
WHAT TO MEASURE

38. 38/126
SCRIPT TO MEASURE TIME ON LAST PAGE
WHAT TO MEASURE

39. 39/126
Which countries looked at site
for how long

40. 40/126
BOUNCE RATE
• Easiest way to assess traffic quality — user who open just one page, then
leave site.
• Normal bounce rates vary widely: 30-70%.
• Depends on site structure and landing page: if it shows list, it's bounce rate
will be less.
• More misleading advertising — more traffic, more bounces.
• Check bounce rate separately for new visits.
WHAT TO MEASURE

41. 41/126
EXAMPLE — BOUNCE DEPENDS ON
LANDING PAGE
WHAT TO MEASURE
Link leads to article or article list. Bounce differs
significantly, conversion — not that much.

42. 42/126
TRAFFIC PIE
PR, WOM,
partnerships,
direct ad buys
ACTIONABLE CONCLUSIONS
SEO, PPC
Improve site structure and content,
contests,WOM
Media buys (utm_medium is unknown to GA)

43. 43/126
LANDING PAGE
Many factors affect efficiency
ACTIONABLE CONCLUSIONS

44. 44/126
CONTENT AND STRUCTURE
Do pages work well:
• Which pages lose visitors most (absolure and relative)?
• What goal funnels look like?
• Do you give users what they look for (keywords, site
searches)?
ACTIONABLE CONCLUSIONS

45. 45/126
MAIN ACTIONS
• Choose lowest goal price ad buys
• Use search traffic quality data to adjust SEO and PPC
• Rework pages which lose traffic most
ACTIONABLE CONCLUSIONS

46. 46/126
EXAMPLE OF PPC USAGE
1) Export keyword reports (organic) to XLS.
2) Sort by number of visits, drop low visits lines, sort by bounce rate.
3) Take 500 words with lowest bounce rate, import to AdWords with 1 cent bid.
4) Getting good targeted low-frequency traffic cheap in good numbers.
ACTIONABLE CONCLUSIONS

47. 47/126
EXAMPLE - SEO
• SEO companies work with keyword lists. Higher frequency generate more traffic, but
they are more expensive as competition is higher.
• Juxtapose organic SEO keywords to goals to decide which keywords are more profitable
to “buy”
ACTIONABLE CONCLUSIONS

48. 48/126
SIMPLIEST CHECKLIST
• Add Russian search engines
• Register site search
• Register javascript actions and sales
• Check setup via SiteScan
• Register Goals
• Link AdWords, AdSense accounts
• Use utm-links
(make sure no redirects which will drop them)
TO DO

49. 49/126
HOW TO ADD SEARCH ENGINES
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js'
type='text/javascript'%3E%3C/script%3E"));
</script>
<script type="text/javascript">
try {
var pageTracker = _gat._getTracker("UA-XXXXXXXXXXX");
pageTracker._addOrganic("mail.ru", "q");
pageTracker._addOrganic("rambler.ru", "query");
pageTracker._addOrganic("qip.ru", "query");
pageTracker._addOrganic("nigma.ru", "s");
pageTracker._addOrganic("aport.ru", "r");
pageTracker._addOrganic("blogs.yandex.ru", "text");
pageTracker._addOrganic("webalta.ru", "q");
pageTracker._addOrganic("gogo.ru", "q");
pageTracker._addOrganic("poisk.ru", "text");
pageTracker._addOrganic("km.ru", "sq");
pageTracker._addOrganic("liveinternet.ru", "ask");
pageTracker._addOrganic("gde.ru", "keywords");
pageTracker._addOrganic("quintura.ru", "request");
pageTracker._addOrganic("akavita.by", "z");
pageTracker._addOrganic("meta.ua", "q");
pageTracker._addOrganic("bigmir.net", "q");
pageTracker._addOrganic("tut.by", "query");
pageTracker._addOrganic("all.by", "query");
pageTracker._addOrganic("i.ua", "q");
pageTracker._addOrganic("online.ua", "q");
pageTracker._addOrganic("a.ua", "s");
pageTracker._addOrganic("ukr.net", "search_query");
pageTracker._addOrganic("search.com.ua", "q");
pageTracker._addOrganic("search.ua", "query");
pageTracker._addOrganic("blogsearch.google.com", "q");
pageTracker._addOrganic("images.google.com", "q");
pageTracker._trackPageview();
} catch(err) {}
</script>
TO DO

50. 50/126
QUESTIONS?
Alex Gagin
gagin@promo.ru