<Make the Most of your Analytics Tool>

Mario Herrera

<Analytics Tools>

Let’s gather information!

Analytics Code

<Cookie with ID>

<Hit with ID>

<Data>

Users

Sessions

Hits

How analytics tools organise our

data

<Data>

Everything Starts with a <Hit>

Analytics Code

<Hit>

Collection Server

PageViews Events Transactions Social Interactions

Is a request to send data to the server

<Hits>

<Sessions>

A session is simply a collection of hits or actions, performed by the same user, grouped together.

Session = Visit

<Sessions>

<Sessions Timeout>

30minutes

Most analytics tools use 30 minutes of inactivity to separate sessions

<Sessions Timeout>

Inactivity period longer than 30 minutes results in another session

User opens a site

12:30

User views another

page

And another one..

12:35 12:40 13:12

And another one..

Session 1 Session 1 Session 1 Session 2

<Sessions Timeout>

12:30 12:35 12:40 13:00

Referrals from advertising systems are considered separate sessions

User opens a site

User opens a site

User views

another page

User views another

page

Session 1 Session 1 Session 2 Session 3User clicks to

the same website from PPC campaign

<Sessions Timeout>

User clicks to the same website

from a different PPC ad

• Time-based expiration (including end of day):1. After 30 minutes of inactivity2. At midnight

• Ad campaign change:1. If a user arrives via one campaign, leaves, and then

comes back via a different campaign.

End of a session is called differently depending on the analytics tool we use

<Sessions Timeout>

<Users>

Analytics tool normally creates the identifier the first time a user is detected.

Users are identified using an anonymous number or a string of characters

<Users>

Sessions from the same user can be grouped together as long as each hit has the same user ID

<Users>

When a user clears cookie data and then comes back to the website.

If a user does not return to your website within 90 days, his next visit will be treated as a new user.

<New Users>

<New Users>

No more than one page view was registered during the

sessions

The session length was less than the length set for bounce

tracking

<Bounce>

<Bounce Rate>

<Goals>

Multi-step goalsOn click events "JavaScript event"

Number of page views

‘Page depth’

One or more URLs you would like

users to visit ‘Page view’

<Goals>

<Buying Process>

First Interaction

Last Interaction

Explore which channels and keywords initiate the sales cycle

Shows which channels and keywords close the sales cycle

Assist InteractionChannels and keywords users interact

with prior to buying

<Buying Process>

Understanding <Reports>

The information in a hit is transformed into dimensions

during processing.

Every report is just a single dimension, and the

corresponding metrics for each value that you see in your

reports.

Understanding your

Customers

<Reports>

<Reports>

Website

Audience

Promotion

Channels

<Website Reports>

% New Users Bounce Rate Goal Completions Session Duration

<Website Reports>

Page Depth Landing Pages # Exits Converting Content Pages

<Website Reports>

<Audience Reports>

<Audience Reports>

Keywords Keywords per Site Geography Demographics

<Audience Reports>

Time of the Day

Day of the week

Device Browser

<Promotion Reports>

Channels Referrals<Promotion Reports>

<Channels Reports>

<Channels Reports>

Sessions Multichannel Report

Time Lag Path Length

<On Page Behaviour>

Link, Click & Scroll Maps – Identify the most popular sections of your page. <On Page Behaviour>

Visitor’s interests based on their previous online actions<Yandex Tools>

<Yandex Additional Tools>

Form Analysis<Yandex Tools>

Webvisor<Yandex Tools>

mario.herrera@webcertain.comlinkedIn: /in/marioherrerap

webcertain.cominternationalmarketingschool.cominternationalsearchsummit.com

webcertain.tv

<Global Central Analytics> – Our Analytics Tool for Global Marketers<Global Central Know-How> – Knowledge for Digital Marketers