Using Google Analytics to get Actionable Insights

Actionable Insights From Google Analytics

Presented by Arun Kothapally

Why Google Analytics?

• It is FREE.

• Easy to install. Use your Google account.

• Easy to collaborate.

• Many tutorials on the web to help you use Google analytics.

• It is one of the best web analytics tool.

The Biggest Problem with Google Analytics……..

Say So What Thrice!

How to find actionable insights from Google Analytics?

So what rule - Visitors

Instinct Logic

No of visitors to our site has reduced by

20% this month.So What?

So what rule - Visitors

We have to work harder and get more

visitors to site.So What?

Instinct Logic

…………………….. I got YA!

So what rule - Visitors

Instinct Logic

So what rule – Bounce Rate

Our Bounce Rate has increased by 30%

this month.So What?

Instinct Logic

So what rule – Bounce Rate

Google Analytics says these pages

have bounce rates above 50%.

So What?

Instinct Logic

If we audit these pages individually and improve it we

will make our pages more engaging.

That is what I am talking about.

So what rule – Bounce Rate

Instinct Logic

Your Boss

Lets Go and get this shit

done!

Actionable Insights

What specific

action to perform?

How will the specific

action improve

the business?

Who is responsible

for the action?

By when should the action be

performed?

Key Metrics

Segmentation

Actionable Insights

# of Product Sales

020406080

100120140160180200

20

130

62 66 76

184

90 100

Traffic Source Vs. # of Product Sales

September

October

November

December

January

Febru

ary

Marc

hApril

020406080

100120140160180200

ReferralDirectEmailSocialGoogle (Organic)

Digital Marketing

Measurement

Acquisition

Behavior

Outcomes

Acquisition Insights

% New VisitsPossible Action Items1. Do a rank check on popular keywords.2. Update content regularly to increase direct traffic.

Acquisition > Overview

Geographic LocationPossible Action Items1. My target country is USA but most of my traffic is

from India. I can never make good money.2. I see traction in Australia. I should launch set up

operations in Australia too.

Audience > Geo > Location

Queries

Acquisition > Search Engine Optimization > Queries > Impressions

Possible Action Items1. Lost rankings for these keywords.2. Need to make Titles clickable for these keywords.

Behavior Insights

Bounce Rate

Behavior > Site Content > All Pages

Possible Action Items1. We need to increase internal links on this pages so

that the people are within our site.2. We need to improve CTA to make a user take action.

Cart Abandonment RatePossible Action Items1. About 56% of people drop off at shopping cart. Need

to do optimize and test the variations.2. 63% people drop off at checkout. Should try multiple

step checkout.

Outcomes Insights

Time LagPossible Action ItemsRun retargeting campaigns for upto more than 12 days to increase conversions.

Audience > Behavior > Engagement > Page Depth

Assisted ConversionsPossible Action Items1. We suck at Email Marketing or email marketing is NOT for our

business.2. Social Media assists in conversions. It is worth investing time in it.

Conversions > Attribution > Model Comparison

Prioritize ActionsImpact Time Effort Internal

DependenciesExternal Dependencies

Priority

Action 1

Action 2

Action 3

Priority Formula : Impact*Time*Effort – (Internal + External Dependencies)

Use a scale of 1-10 to define each column

Don’t be a reporting rogue

or a data douchebag be an

Analytics Ninja because….

Actions

drives

business forward

not data or reports

Let Us Talk…..