5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
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This document discusses 5 reports that provided useful insights and 1 report that did not. It describes how each report helped clarify results and influence actions through customized dashboards, advanced filters, date range comparisons, attribution modeling, and advanced segmentation. The key lessons are that analytics should clarify results and influence actions, and to avoid "Confusion, Redundancy, Irrelevance" (C.R.I.).
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5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
- 1. 5 REPORTS THAT SAVED MY ASS AND 1 THAT NEARLY KICKED IT
- 3. portent.co/5savers Yes, like this, no ‘m’.
- 5. NAMES CHANGED NUMBERS FUDGED I HAVE NO CLUE
- 6. IAN’S 4 LAWS OF ANALYSIS
- 7. THERE IS NO BAD DATA. ONLY BAD ANALYSIS.
- 8. DON’T MEMORIZE KNOW WHAT’S POSSIBLE omg ian i can't remember all this!!!
- 11. IF IT DOESN’T BAD THINGS HAPPEN
- 12. C.R.I.
- 13. 5 REPORTSTHAT AFFECT ACTION (AND THEIR STORIES)
- 14. CHAPTER 1THE ANALYSIS PARALYSIS WHIRLPOOL OF DEATH help...
- 15. help... VISITS UNIQUE VISITORS VISITORS PAGEVIEWS SEARCHES REFERRERS TIME ON SITE AVG PAGEVIEWS/ VISIT BOUNCE RATE EXIT RATE ENTRANCES LANDING PAGES KEYWORDS CAMPAIGNS AD GROUPS DOWNLOAD TIME LOAD TIME OS PLATFORM FUNNELS NEW VISITS RETURN VISITS CITY STATE BROWSER PLUGINS
- 16. TOO MANY METRICS. NOT ENOUGH ANALYSIS.
- 17. “I’M GOING TO HOLD OFF UNTIL THIS ALL MAKES SENSE.”
- 21. CLICK
- 22. CLICK
- 23. CLICK
- 24. CLICK
- 25. CLICK
- 26. CLICK
- 27. CLICK DRAG
- 29. CLICK
- 31. RESULTS CLARIFIED WE MOST CARE ABOUT THIS
- 32. RESULTS CLARIFIED WE MOST CARE ABOUT THIS WE CARE ABOUT THIS
- 33. A MORE SOPHISTICATED AUDIENCE WANTS MORE STUFF
- 34. WHY I LOVE IT DASHBOARDS BRING CLARITY
- 35. LOTS OUT THERE
- 36. CHAPTER 2THE CONTENT DENIERS everything looks fine from here. i don't see any content problems.
- 37. 1 BIG LIST 290,000 PAGEVIEWS
- 38. OMGMORE MORE MORE LISTS LISTS LISTS!!
- 39. 1 BIG LIST 290,000 PAGEVIEWS 11 CONVERSIONS
- 41. 100 WAYS 1000 WAYS 10000 WAYS 100000 WAYS 1000000 WAYS 10000000 WAYS 1 * 10^10000 WAYS
- 42. PROBLEM LACK OF CLARITY = BAD DECISION MAKING
- 43. SOLUTION CUSTOM REPORTS + AVINASH KAUSHIK + ADVANCED FILTERS
- 44. CLICK
- 46. CLICK
- 47. CLICK CLICK
- 48. CLICK
- 49. CLICK
- 50. CLICK
- 51. TA-DA!
- 55. WHY I LOVE IT CUSTOM REPORTS BRING CLARITY AND DIRECT NEXT ACTIONS
- 56. Eggs Milk Butter Ostrich Chicken Duck Goose Platypus Large Small Angry Friendly Perry Disguised Not disguised Fake Curse you CHAPTER 3THE MENUS ARE GONNA EXPLODE!!!!!
- 57. Drop downs go bye-bye
- 58. WE NEED THE DORP DOWNZ!!!!!!
- 59. Eggs Milk Butter
- 60. Eggs Milk Butter Ostrich Chicken Duck Goose Platypus Yak Cow Wildebeest Giraffe of Magnesia -y substances
- 62. Eggs Milk Butter Ostrich Chicken Duck Goose Platypus Large Small Angry Friendly Perry Disguised Not disguised Fake Curse you
- 63. MENU = 162 LINKS 1,600 LINES OF CODE 1-SECOND RENDER TIME TOTAL USER CONFUSION
- 64. Eggs Milk Butter Ostrich Chicken Duck Goose Platypus Large Small Angry Friendly Perry Disguised Not disguised Fake Curse you
- 65. No drop downs Drop downs
- 66. SORRY, I’M REALLY ‘VISUAL’ -- NAMELESS CLIENT
- 67. PROBLEM C.R.I.
- 69. CLICK
- 70. No drop downs Drop downs
- 71. BUT WHERE’S THE PROOF? THE COUSIN’S MOTHER’S BROTHER’S FATHER’S FRIEND FROM THE COFFEE SHOP SAID HE READ IN AN AIRLINE MAGAZINE THAT DROP DOWNS ARE IMPORTANT AND GENERATE MORE REVENUE. HE’D KNOW, SINCE HE RUNS HIS OWN BUSINESS AND BUILT HIS OWN WEB SITE USING DREAMWEAVER. -- MS. ‘VISUAL’
- 72. ALAS
- 73. WHY I LOVE IT DATE RANGE COMPARISON EMPHASIZES CHANGE, WITH SEASONALITY
- 74. CHAPTER 4LAST. CLICK. ONLY. STOLEN FROM THE HUNT FOR RED OCTOBER BY PARAMOUNT PICTURES OH GOD PLEASE DON’T SUE ME
- 75. SOCIAL MEDIA IS JUST GETTING US FOLLOWERS. IT’S NOT HELPING US. -- NAMELESS CLIENT
- 78. YEAH, BUT THAT’S NOT SALES. -- NAMELESS CLIENT
- 79. PROBLEM LACK OF ATTRIBUTION = WRONG ACTION
- 82. CLICK
- 84. CLICK
- 85. LONG TAIL LOOK AT THE WHOLE LIST!!!!
- 86. 10% OF CONVERSIONS ASSISTED BY SOCIAL
- 87. KEEP THE ADS
- 88. WHY I LOVE IT ASSIST ATTRIBUTION CLARIFIES SUCCESSES PREVENTS ‘OVER PRUNING’
- 89. CHAPTER 5THE CPA ICEBERG our cost per acquisition is great!
- 90. IS THE ADWORDS CPA REALLY OK?
- 91. CLICK
- 92. CLICK
- 93. WOO HOO!
- 96. CLICK
- 97. CLICK
- 98. CLICK
- 99. ALSO
- 100. DOH
- 103. PIVOT TABLES
- 104. MEH
- 105. CLICK
- 107. OOOOOH
- 108. ATTRIBUTION MODELING
- 109. IF YOU GOT IT, CLICK IT
- 111. PURE AWESOMENESS
- 112. NEVER EVER USE
- 113. NO CLICK!!!!!
- 114. BUH?
- 115. how does that equal 100%?
- 116. WHY I HATES IT DOESN’T ADD UP HARD TO INTERPRET JUST PLAIN WRONG 100% C.R.I. GENERATOR
- 117. IAN’S 4 LAWS OF ANALYSIS
- 118. THERE IS NO BAD DATA. ONLY BAD ANALYSIS.
- 119. DON’T MEMORIZE KNOW WHAT’S POSSIBLE i'm chill
- 120. ANALYTICS ≠ REPORTS
- 122. DON’T LET C.R.I. HAPPEN TO YOU.