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5 REPORTS THAT
SAVED MY ASS
AND 1 THAT NEARLY KICKED IT
Ian Lurie
@portentint
ian@portent.com
portent.co/5savers
Yes, like this, no ‘m’.
NAMES CHANGED
NUMBERS FUDGED
NAMES CHANGED
NUMBERS FUDGED
I HAVE NO CLUE
IAN’S 4 LAWS OF ANALYSIS
THERE IS NO BAD DATA.
ONLY BAD ANALYSIS.
DON’T MEMORIZE
KNOW WHAT’S POSSIBLE
omg ian i can't
remember all
this!!!
ANALYTICS ≠ REPORTS
ALL ANALYTICS
CLARIFYRESULTS
AFFECT ACTION
IF IT DOESN’T
BAD THINGS HAPPEN
C.R.I.
5 REPORTSTHAT AFFECT ACTION
(AND THEIR STORIES)
CHAPTER 1THE ANALYSIS PARALYSIS
WHIRLPOOL OF DEATH
help...
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
TOO MANY METRICS.
NOT ENOUGH ANALYSIS.
“I’M GOING TO HOLD
OFF UNTIL THIS
ALL MAKES SENSE.”
5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
PROBLEM
LACK OF
CLARITY =
C.R.I.
SOLUTION
CUSTOM DASHBOARDS
CLICK
CLICK
CLICK
CLICK
CLICK
CLICK
CLICK
DRAG
5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
CLICK
5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
RESULTS CLARIFIED
WE MOST CARE
ABOUT THIS
RESULTS CLARIFIED
WE MOST CARE
ABOUT THIS
WE CARE
ABOUT THIS
A MORE SOPHISTICATED
AUDIENCE WANTS MORE
STUFF
WHY I LOVE IT
DASHBOARDS
BRING CLARITY
LOTS OUT THERE
CHAPTER 2THE CONTENT DENIERS
everything looks fine
from here. i don't see
any content problems.
1 BIG LIST
290,000 PAGEVIEWS
OMGMORE MORE MORE
LISTS LISTS LISTS!!
1 BIG LIST
290,000 PAGEVIEWS
11 CONVERSIONS
160,000 UNIQUES
290,000 PAGEVIEWS
100 WAYS
1000 WAYS
10000 WAYS
100000 WAYS
1000000 WAYS
10000000 WAYS
1 * 10^10000 WAYS
PROBLEM
LACK OF CLARITY =
BAD DECISION MAKING
SOLUTION
CUSTOM REPORTS +
AVINASH KAUSHIK +
ADVANCED FILTERS
CLICK
5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
CLICK
CLICK
CLICK
CLICK
CLICK
CLICK
TA-DA!
ADD ADVANCED FILTER
CLICK
ADD ADVANCED FILTER
CLICK
GREAT PAGEVIEWS.
BAD CONVERSIONS.
WHY I LOVE IT
CUSTOM REPORTS
BRING CLARITY AND
DIRECT NEXT ACTIONS
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!!!!!
Drop downs go bye-bye
WE NEED THE DORP
DOWNZ!!!!!!
Eggs Milk Butter
Eggs Milk Butter
Ostrich
Chicken
Duck
Goose
Platypus
Yak
Cow
Wildebeest
Giraffe
of Magnesia
-y substances
Eggs Milk Butter
Ostrich
Chicken
Duck
Goose
Platypus
Large
Small
Angry
Friendly
Perry
Eggs Milk Butter
Ostrich
Chicken
Duck
Goose
Platypus
Large
Small
Angry
Friendly
Perry
Disguised
Not disguised
Fake
Curse you
MENU = 162 LINKS
1,600 LINES OF CODE
1-SECOND RENDER TIME
TOTAL USER CONFUSION
Eggs Milk Butter
Ostrich
Chicken
Duck
Goose
Platypus
Large
Small
Angry
Friendly
Perry
Disguised
Not disguised
Fake
Curse you
No drop downs
Drop downs
SORRY, I’M REALLY ‘VISUAL’
-- NAMELESS CLIENT
PROBLEM
C.R.I.
SOLUTION
DATE RANGE COMPARE
CLICK
No drop downs
Drop downs
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’
ALAS
WHY I LOVE IT
DATE RANGE COMPARISON
EMPHASIZES CHANGE,
WITH SEASONALITY
CHAPTER 4LAST. CLICK. ONLY.
STOLEN FROM THE HUNT FOR RED OCTOBER BY PARAMOUNT
PICTURES OH GOD PLEASE DON’T SUE ME
SOCIAL MEDIA IS JUST
GETTING US FOLLOWERS.
IT’S NOT HELPING US.
-- NAMELESS CLIENT
5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
YEAH, BUT THAT’S
NOT SALES.
-- NAMELESS CLIENT
PROBLEM
LACK OF ATTRIBUTION
= WRONG ACTION
SOLUTION
RESEARCH + ASSISTS
google.com/think/tools/customer-journey-to-online-purchase.html
CLICK
5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
CLICK
LONG TAIL
LOOK AT THE WHOLE LIST!!!!
10% OF CONVERSIONS
ASSISTED BY SOCIAL
KEEP THE ADS
WHY I LOVE IT
ASSIST ATTRIBUTION
CLARIFIES SUCCESSES
PREVENTS ‘OVER PRUNING’
CHAPTER 5THE CPA ICEBERG
our cost per
acquisition is great!
IS THE ADWORDS
CPA REALLY OK?
CLICK
CLICK
WOO HOO!
PROBLEM
SHALLOW ANALYSIS
HIDES POTENTIAL
PROBLEMS
SOLUTION
ADVANCED SEGMENTS
CLICK
CLICK
CLICK
ALSO
DOH
SEGMENTING
CONVERSION DATA
FINDS HUMUNGOUS
MONEY-WASTERS
BONUS ROUND
WELL, I'M
DELIGHTED
PIVOT TABLES
MEH
CLICK
5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
OOOOOH
ATTRIBUTION MODELING
IF YOU GOT IT, CLICK IT
5 Google Analytics Reports that Saved My Ass (and 1 that nearly kicked it)
PURE AWESOMENESS
NEVER EVER USE
NO CLICK!!!!!
BUH?
how does that
equal 100%?
WHY I HATES IT
DOESN’T ADD UP
HARD TO INTERPRET
JUST PLAIN WRONG
100% C.R.I. GENERATOR
IAN’S 4 LAWS OF ANALYSIS
THERE IS NO BAD DATA.
ONLY BAD ANALYSIS.
DON’T MEMORIZE
KNOW WHAT’S POSSIBLE
i'm chill
ANALYTICS ≠ REPORTS
ALL ANALYTICS
CLARIFYRESULTS
AFFECT ACTION
DON’T LET
C.R.I. HAPPEN
TO YOU.
@PORTENTINT
IAN@PORTENT.COM
PORTENT.CO/5savers
THROW MONEY

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