Upload
phamkhuong
View
217
Download
3
Embed Size (px)
Citation preview
1
2
3
Our case study
4
Getting the most from GA
Which do you use?
• Goals and funnel analysis?
• Custom segments?
• Custom reports?
• Custom variables?
5
1.Working Smarter with reports
• Advanced filter/weighted sort• Pivot tables• Analytics Intelligence
4. Marketing campaigns
• Campaign tracking for email• Campaign tracking for social• Adwords funnel and Match types
2.Advanced segments
• Medium dimensions• Time period dimensions• Value metrics
5. Profile and filter setup
• Comparing conversion rates• Goal setup and segmented funnels• Improving on-site search
3. Dashboards and custom reports
• RACE Digital Marketing Framework• Time-based custom reports• Value and engagement custom reports
6. Advanced server-based technique
• Event tracking• Virtual page views• Custom variables
Workshop structure
6
Books
Qualifications
About Dave Chaffey
• Strategy &analytics
• Search & conversion
7
Key questions:
Q1. What are our goals?
Q2. What is our strategy?
http://www.smartinsights.com/blog/digital-marketing-strategy/10-reasons-for-digital-marketing-strategy/ http://www.smartinsights.com/blog/digital-marketing-strategy/digital-marketing-planning-template
8
What do you want to achieve online?
9
Working with reports in a smarter way
Customisation technique 1
Focus: Improving page effectiveness
10
Key Questions to Ask
Q3. Where do visitors enter
the site?
11
12
Source: Craig Sullivan independent survey 2009
13
Key Questions to Ask
Q4. How popular are different
content types?(Not pages)
14
Key Questions to Ask
Q5. Which popular content
is most or least engaging?
Which measurestell us?
15
Content drilldown shows relativepage type efficiency
Practical tip Review % age of visits by different landing page types
(for first time and repeat visitors)
Practical tip Review % age of visits by different landing page types
(for first time and repeat visitors)
16
What are our visitors worth to us?
• 1. Index value (Top content reports)Shows the influence of pages in generating value either through Ecommerce transactions or conversion goals with a value assigned.
• 2. Per Visit Goal Value (Traffic Sources reports for Referring sites, Search Engines and Keywords – Goal tab) Based on value assigned to your conversion goals this shows you the Total Goal Value for your reports.
• 3. Per Visit Value (Ecommerce Revenue per visit) You can see Per Visit Value measures within Traffic sources on the Ecommerce tab if you have Ecommerce tracking enabled.
http://www.advanced-web-metrics.com/blog/2010/05/11/how-much-value-is-your-website-generating/http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=86205
17
Example Pivot + Filter
Practical tip Use New Weighted Sortto gain a similar effect
Practical tip Use New Weighted Sortto gain a similar effect
18
Q6. Which calls-to-action are effective?
Note can also use event tracking to distinguish links
19
Use GA’s “Intelligence”
Read post on setting up Intelligence
Tip: Use Custom Alerts in your systemTip: Use Custom Alerts in your system
20
Segmenting your audience by setting up advanced
segmentsCustomisation technique 2:
Focus: Improving Campaign Effectiveness
21
Key Questions to Ask
. Q7. Which marketing
activities drive visitors to us?
22
Key Questions to Ask
. Q8. How much value
do different visitor types generate?
23
Segmenting Traffic value• Key referring segments:
• Search
• Paid vs Natural
• Branded vs non-branded
• Email marketing
• Affiliates
• Social media
• Don’t forget:
• New vs returning/customer non-customer
• First and last referrer. Use attribution scripts:
http://www.google.com/support/forum/p/Google+Analytics/thread?tid=0e672a6afb56558c&h
24
Segmenting search visits
25
Key Questions to Ask
Q9. Which content is popular with
returning visitors?
26
Advanced segments – more options1. Segmentation by Referrer / Traffic source:
• Paid
• Natural
• Paid and natural brand and non-brand
• By number of keywords – 2,3,4
• Social media
2. Segmentation by Visitor Type
• New visitor
• Returning visitor
• Registered visitor
• Customer
3. Segmentation by Engagement
• 5 pages,
• <3 pages
4. Segmentation by Content Viewed
• Key landing page
• Product page
• Checkout complete
• Folders for large organisation
5. Segmentation by Landing Page Type
6. Segmentation by Event:
• Conversion goal types and E-commerce
7. Segmentation by Platform (less important)
• Browser
• Screen resolution
• Mobile platforms
8. Segmentation by Location
• Main markets
• UK
• US
• FIGS
• ROW
+ By behaviour – search and browse
See http://www.smartinsights.com/blog/web-analytics/google-analytics-web-analytics/segmenting-google-analytics/
27
Key Questions to Ask
Q10. What search phrases do visitors reach us through?
28
Tip. Start with customer journey in search engine
Paid listings= Adwords
Natural or organic listings= SEO
29
Tip – change your brand messages
30
‘How to’ example of a custom segmentNotes: 1. Chose a Dimension of ‘Keyword’ and ‘matches exactly’ , ‘contains’ or RegEx for your brand names2. No metrics are required.3. Test the segment first, but you will need to enter a name for the segment to do this. 4. For brand name variants use “Matches regular expressions” and separate by a pipe symbol ‘|’.5. Note that segments are specific to a profile initially – you may want to share them.
31
Key Questions to Ask
Q11. What is our share of searches (paid and natural)?
32
Key question – what is your search shareGap analysis for paid and natural?
• Should show:
• Potential performance from keyphrase estimators
• Your actual performance (position, clicks, conversion, sales, value):
• Paid – absolute and relative
• Natural – absolute and relative
Integrate sourceswith scripts or
Excel VLOOKUP()function
http://www.smartinsights.com/blog/search-engine-marketing/google-analytics-seo/
33
Creating dashboards and custom reports within Google
AnalyticsCustomisation technique 3
| 33
34
How do you use the dashboard??
35
Drilling Down with Custom reports + segmentation
36
Some ideas for using custom reports
• 1. Time reporting. Use a dimension of week/month to compare performance over time more easily
• 2. Value reporting. Repeat the value of different contributors:
• Keywords
• Landing pages
• Product categories
• Countries
• 3. Role-based reporting.Setup different tabs for different types of people or marketing activity
http://www.kaushik.net/avinash/2010/02/leverage-custom-web-analytics-reports-insights.html
37
Setting up marketing campaign tracking
Customisation technique 4
38
Key Questions to Ask
Q12. How effective are our customer engagement
campaigns?
i.e. Email and social media marketing
39
Campaign tracking • Adwords will be tracked automatically provided you
have specified within Adwords
• All other referring campaign traffic sources need parameters adding where practical
• Example: http://econsultancy.com/reports/search-engine-optimization-seo-bepractice-guide?utm_medium=affiliate&utm_source=generic
Variable Meaning
utm_campaign The name of the marketing campaign, e.g. Spring Campaign.
utm_mediumMedia channel (E.G CPC, Organic (Google defaults), Email, Display, Affiliate, Social, etc). What is the ‘distribution method’ that is used to get our message out to our clients?
utm_sourceWho are you partnering with to push your message. A publisher, or for paid search Google, Yahoo, Live Search,
utm_contentThe version of the ad (used for A/B testing). You can identify two versions of the same ad using this variable.
utm_termThe search term purchased (if you’re buying keywords). This is not always used and is NOT included in the above example.
40
Tip: Use a URL builder or spreadsheet
• Another example – Email marketing
• Many Email service providers have this as a feature – just need to enable
• http://www.barbican.org.uk/artgallery/event-detail.asp?ID=8909
• &utm_campaign=CCXAQ081009A
• &utm_source=Monthly_xArts_Email
• &utm_medium=Internal_Email
• &utm_content=CCXAQ081009A_Bunker_image [or A_Bunker_intro]
• Try the Google URL builderhttp://www.google.com/support/analytics/bin/answer.py?answer
=55578
41
Advanced segmentation for social media
Source (Step 10) : http://www.davechaffey.com/blog/web-analytics/configuring-google-analytics-guide/
See also: www.davechaffey.com/online-reputation-management-tools
42
Modifying profile setup within
“Google Analytics Settings”
Customisation technique 5
Goals and funnels
43
Key Questions to Ask
Q13. How efficient are our conversion pathways?
Including checkout
44
SOUND ADVICE…
|44
45
“How does our conversion compare?”
Source: http://www.marketing-online.co.uk/wiki/Ecommerce_Conversion_Rates_Statistics
46
Filters and profiles:Use site URL structure for countries, product categories, etc.
• To avoid a problem of errors there should be a master profile which NEVER has any filters applied.
• Process:
1. Create Advanced segment to test filter.
2. Create filter.
3. Apply to a test profile (only used for testing purposes – can check in minutes).
4. Create final profile and apply filter.
5. Grant access to this profile
Further reading:http://www.advanced-web-metrics.com/blog/2009/12/09/how-to-choose-between-advanced-segments-versus-profile-filters-in-google-analytics/http://www.google.com/support/conversionuniversity/?hl=enhttp://services.google.com/analytics/breeze/en/accounts_profiles/index.htmlhttp://services.google.com/analytics/breeze/en/filters/index.htmlhttp://code.google.com/apis/analytics/docs/concepts/gaConceptsAccounts.htmlhttp://code.google.com/apis/analytics/docs/tracking/gaTrackingSite.html
47
Filter example
48
You need to know basics of Regular Expressions before working on profiles
1.Why are RegEx needed? Range of situations…
2.The main RegEx you need…
• A. Pipe “|” matches alternatives pages “Or”:^/(car-insurance|van-insurance|)/
• B. Caret “^” matches head – everything from start of string
• C. “?” Last character optional - Chaff?e?y
• D. “$” Don’t’ match if any characters after this e.g. ^/$
• E. “\” Escape (ignore) the next character /folder\?pid=123
3.Test with… Adv. Segments, Filters, Test ProfilesGuide: http://www.lunametrics.com/blog/2010/05/20/regular-expressions-ebook-relic-valuable-tool Regex tester: http://www.analyticsexperts.com/resources/google-analytics-regex-filter-testerhttp://www.regular-expressions.info/javascriptexample.html
49
New – 20 goals in GA so group them!
50
Setting up conversion goals
►Remember to►Setup multiple conversion goals►Attach notional value to each►Can then assess $Index value
by referrer and content
►Ecommerce sites have specific product value attached so generally best not to add value to non-sales goal
Consider additional goals – social bookmarking, commenting, catalogue requests, etcSee Ran Nir: http://www.webanalyticsworld.net/2009/03/10-must-track-google-analytics-goals.htmlSee also http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/
51
Conversion funnels► These can be setup for each conversion goal► Example: Email sign-up, Landing page, checkout► Consider higher level funnels – or use conversion goals for these
52
Example of simple funnel setup and
what NOT to do
Gotchas 1. The match type also applies to the funnel care with exact match
Gotchas 2. Not actually the URL start with /<page>
Gotchas 4. Missing/wrongly assigning goal value
Gotchas 5. Required step may exclude some behaviour e.g. entry deeper into funnel
Gotchas 3. Including a trailing slash /
http://www.lunametrics.com/blog/2008/06/25/funnel-problems-google-analytics/NB – Segmenting funnel: http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics/
53
Key Questions to Ask
Q14. How effective is our on-site search engine?
54
Tracking on-site search
Tip find the search query parameter from the URL of a search results page
Coremetrics UK Retail benchmarks
55
Customisations that require server modifications
Customisation technique 6
56
Ecommerce tracking
See http://code.google.com/apis/analytics/docs/tracking/asyncMigrationExamples.html
57
Key Questions to Ask
Q15. How effective is our different engagement
devices?
58
59
Tracking user actions that don’t have pages associated…
• Examples:
• A . Tracking calls-to-action – clicks on links and buttons
• B. Steps in a funnel process which don’t have separate pages e.g. Forward, Back, Next, Save
• Options:
• 1. Event-tracking – easier – has it’s own separate reports best for links, but NB CAN’T SETUP GOALS
• 2. Virtual page views – can track goals and can create URLs for RegExp processing, but NB WILL INFLATE PAGE VIEWS
Also: http://cutroni.com/blog/2010/03/30/tracking-internal-campaigns-with-google-analytic
60
Using event tracking in GA
► Use event tracking for finding how popular different activities are:• Downloading documents (PDFs)• Clicking outbound links• Playing video clips• Add to basket
► Best script to apply :http://blog.immeria.net/2009/01/google-analytics-script-to-track.html
Async tracking example:_gaq.push(['_setAccount', 'UA-XXXXX-X']);_gaq.push(['_trackPageview']);...<a onclick="_gaq.push(['_trackEvent', 'category', 'action', 'opt_label', opt_value]);">click me</a>
Traditional ga.js tracking example:var pageTracker = _gat._getTracker('UA-XXXXX-X');pageTracker._trackPageview();...<a onclick="pageTracker._trackEvent('category', 'action', 'opt_label', opt_value);">click me</a>
http://analytics.blogspot.com/2009/06/event-tracking-now-available-in-all.html
61
62
Virtual Page Views• Can also use Virtual Page Views, e.g. for funnel steps but need to
exclude False Page Views with additional filter?
• Async tracking • <a onclick="javascript: _gaq.push(['_trackPageview', '/motor/step1-
complete/']);" href="http://www.someurl.com/process-form">Continue to Step 2</a>
• Traditional ga.js tracking• <a onclick="javascript: pageTracker._trackPageview
('/motor/step1-complete/');" href="http://www.someurl.com/process-form">Continue to Step 2</a>
• See http://www.viget.com/engage/how-to-track-internal-links-in-google-analytics/
63
Custom variables in Google Analytics
• Original called _setVar Javascript function on page that uniquely identifies these visitors. Sets cookie for 2 year period.
• Now _setCustomVar• With up to 20 variables• Possible applications:
•Different subscribers - bronze, silver, gold•Customers vs non-customers
Read more: http://code.google.com/apis/analytics/docs/tracking/gaTrackingCustomVariables.html
E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/
64
E-retail example: http://www.e-nor.com/blog/index.php/web-analytics/google-analytics-gift-to-humanity-multiple-custom-variables/
65
Key Questions to Ask
Q16. Do we know why our visitors don’t engage,
subscribe, book?
66
Use Feedback tools for…“Why” not “What”
http://www.smartinsights.com/digital-marketing-software/website-feedback-tools-review/
67
What do customers value? Think?Analytics will only show you ‘What’ not ‘Why’ – other tools can help
iPerceptions http://www.4qsurvey.com/
“Bad web site. Difficult to find item as no search box provided for short cut”
“I can't find any prices on your website”
“Would like to see where I can buy products from” .
68
Gaining site and business innovation ideas through Uservoice
69
Google Website Optimizer:7 key test types
1. AB Test (ABC Test)Compare 2 or more page versions
2. Multivariate testCompare different versions of page elements
3. Split-path testCompare 2 or more linear paths
4. Multipath multivariate testMulti-elements, multipages
5. Do Anything TestMeasure multiple conversion goals
6. Linger testMeasure engagement with page
7. Click testMeasure clicks on advertiser links or to an external checkout
Read more: http://www.grokdotcom.com/2007/11/02/google-website-optimizer-7-powerful
70
Always be Testing Your toolkit
71
72
Let’s Connect! Questions & discussion welcome
• Blog
www.smartinsights.com/blog
• Feeds
www.feedburner.com/smartinsights
• Email Newsletter
www.smartinsights.com
uk.linkedin.com/in/davechaffey
www.facebook.com/davechaffey
www.twitter.com/DaveChaffey