Analytics that GSD - Hackers & Founders

Advanced!!

!!?Analytics that GSDLet’s stop wasting time

MIKE PANTOLIANO

Hi, I’m Mike

MICHAEL PANTOLIANO

Web Marketing Consultant

mike.pantoliano@distilled.net

@MikeCP

Michael Pantoliano | @MikeCPImage: http://factoryjoe.com/blog/

First: Let’s Close Our Web Analytics

Michael Pantoliano | @MikeCP

http://theleanstartup.com/

Image ganked defiantly from http://theleanstartup.com/

Beware of Vanity Metrics

Full size image with optional small amount of overlaid text, though only if it is legible over the image. Feel free to move the textbox around but use only either the dark and light grey colour. Thanks!

Bounce Rate?

Time on Site?

Visits?

Conversions?

Michael Pantoliano| @MikeCP

<script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-XXXXXX-X']); _gaq.push(['_trackPageview']);

We can customize the crap out of Google Analytics

Michael Pantoliano| @MikeCP

All Startups ≠ SameAll Analytics ≠ SameAnalytics Presentations ≠ Same

Define Business

ObjectivesIdentify Goals Establish KPIs

& Targets

Segment / Measure

Outcomes

Michael Pantoliano| @MikeCP

Right Now We’re Here

We’re not covering this

Setting Goals

URL Destination

Time on SitePage Depth

Events

Michael Pantoliano| @MikeCP

Setting Goals

Transactions

GA eCommerce Tracking Setup Instructions http://dis.tl/VeqISj

Michael Pantoliano| @MikeCP

Full size image with optional small amount of overlaid text, though only if it is legible over the image. Feel free to move the textbox around but use only either the dark and light grey colour. Thanks!

http://getcomparisons.com

Full size image with optional small amount of overlaid text, though only if it is legible over the image. Feel free to move the textbox around but use only either the dark and light grey colour. Thanks!

http://getcomparisons.com

Goal?

Mini-goal?

Mini-goal?

Define Business

ObjectivesIdentify Goals Establish KPIs

& Targets

Segment / Measure

Outcomes

Michael Pantoliano| @MikeCP

Now We’re Here

Goal:“The best thing to measure the growth rate of is revenue. The next best, for startups that aren't charging initially, is active users.”

KPI:“A good growth rate during YC is 5-7% a week. If you can hit 10% a week you're doing exceptionally well. If you can only manage 1%, it's a sign you haven't yet figured out what you're doing.”

http://paulgraham.com/growth.html

(pretty smart dude)

Michael Pantoliano| @MikeCP

Revenue is easy

How To Define “Active Users”?

Michael Pantoliano| @MikeCP

We’ll come back to the

‘how’

Access & Speed

Define Business

ObjectivesIdentify Goals Establish KPIs

& Targets

Segment / Measure

Outcomes

Michael Pantoliano| @MikeCP

…And Finally

Some of the Basics

Custom Reports Make Life Easier

Analyzing

Acquisition Behavior Outcome

Michael Pantoliano| @MikeCP

Acquisition

Outcomes?

Behavior

Acquisition

Outcomes?

Behavior

Acquisition

Outcomes?

Behavior

Custom Report:

Much Better

Custom Variables

Michael Pantoliano| @MikeCP

_setCustomVar(index, // Slots 1 - 5name, value, opt_scope // 1, 2, or 3

)

Documentation: http://dis.tl/IAPDfp

_gaq.push(['_setCustomVar',  1,       'Section',    'Life & Style’,  3         ]);

Michael Pantoliano| @MikeCP

_gaq.push(['_setCustomVar',  1,       'Funnel',    'Abandoned',  2         ]);

Michael Pantoliano| @MikeCP

_gaq.push(['_setCustomVar',  1,       'Gender',    'Male',  1         ]);

Michael Pantoliano| @MikeCP

Michael Pantoliano| @MikeCP

Name Value

Yes, NoYes, No

05, 06, etc.John, Steph1,10, etc.

Days/Months

Active User

Logged InJoin Month

Author# of

OrdersRecency

Michael Pantoliano| @MikeCP

<script type="text/javascript">  var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-xxxxxx-XX']); _gaq.push(['_setCustomVar', 1, 'user_type', '<?php echo $_GET["active"]; ?>', 1]); _gaq.push(['_trackPageview']);

Michael Pantoliano | @MikeCP

Events

Michael Pantoliano| @MikeCP

_trackEvent(category,action,opt_label,opt_value,opt_noninteraction

)

Documentation: http://dis.tl/RmJ4Qg

Michael Pantoliano | @MikeCP

<p onload=“_gaq.push(['_trackEvent', 'Checkout Errors', 'Please enter valid payment information.’]);”>Please enter valid payment information.</p>

GA Content Experiments

#Measure

Michael Pantoliano | @MikeCP

Shoulda Had Alerts Set Up

http://dis.tl/URQ60W 55+ Custom Alerts (LunaMetrics)

Multi-Channel Funnels

Michael Pantoliano | @MikeCP

Assisted Conversions Report

Adjusted Bounce Rate

Michael Pantoliano | @MikeCP

 var _gaq = _gaq || [];  _gaq.push(['_setAccount', 'UA-XXXXXXX-1']);  _gaq.push(['_trackPageview']); setTimeout("_gaq.push(['_trackEvent', '15_seconds', 'read'])",15000);

http://dis.tl/Veijhz

Thanks!

MICHAEL PANTOLIANO

Web Marketing Consultant

mike.pantoliano@distilled.net

@MikeCP