Analytics that GSD - Hackers & Founders

Advanced!!

!!?Analytics that GSDLet’s stop wasting time

MIKE PANTOLIANO

Hi, I’m Mike

MICHAEL PANTOLIANO

Web Marketing Consultant

[email protected]

@MikeCP

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

http://factoryjoe.com/blog/

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


All Startups ≠ SameAll Analytics ≠ SameAnalytics Presentations ≠ Same

Define Business

ObjectivesIdentify Goals Establish KPIs

& Targets

Segment / Measure

Outcomes


Right Now We’re Here

We’re not covering this

Setting Goals

URL Destination

Time on SitePage Depth

Events


Setting Goals

Transactions

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


http://dis.tl/VeqISj

http://dis.tl/VeqISj


http://getcomparisons.com

http://getcomparisons.com/


http://getcomparisons.com

Goal?

Mini-goal?

Mini-goal?

http://getcomparisons.com/

Define Business


& Targets

Segment / Measure

Outcomes


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)


Revenue is easy

How To Define “Active Users”?


We’ll come back to the

‘how’

Access & Speed

Define Business


& Targets

Segment / Measure

Outcomes


…And Finally

Some of the Basics

Custom Reports Make Life Easier

Analyzing

Acquisition Behavior Outcome


Acquisition

Outcomes?

Behavior

Acquisition

Outcomes?

Behavior

Acquisition

Outcomes?

Behavior

Custom Report:

Much Better

Custom Variables


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

)

Documentation: http://dis.tl/IAPDfp

http://dis.tl/IAPDfp

http://dis.tl/IAPDfp

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


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


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



Name Value

Yes, NoYes, No

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

Days/Months

Active User

Logged InJoin Month

Author# of

OrdersRecency


<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']);


Events


_trackEvent(category,action,opt_label,opt_value,opt_noninteraction

)

Documentation: http://dis.tl/RmJ4Qg

http://dis.tl/RmJ4Qg




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

GA Content Experiments

#Measure


Shoulda Had Alerts Set Up

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

http://dis.tl/URQ60W

http://dis.tl/URQ60W

Multi-Channel Funnels


Assisted Conversions Report

Adjusted Bounce Rate


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

[email protected]

@MikeCP