"Don't get lost in the interesting." Learn how to decipher and understand what your Google Analytics dashboard is trying to tell you and how to utilize all the other wonderful tools Google Analytics offers digital marketers in this presentation by Mike Weisert, a Strategist at One North Interactive.
From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1tgXqSe.
9. Finding the Right Numbers
• Don’t get lost in the interesting.
• Your reports should provide clear,
actionable numbers.
• Have questions to answer before opening
your analytics software.
12. What?
Bounce Rate is the
number of visitors who
saw 1 page only and left
your site.
Bounce Rate
13. Bounce Rate
Why?
• Bounce Rate is a clear indication that a
visitor was not interested in exploring any
further.
• In most cases, this represents a lost
opportunity.
– (Exception may be a location page.)
15. Content Groupings
Group your content by type.
• This allows you to view multiple reports by
types of pages to quickly understand which
sections are performing – and which aren’t.
• These groupings are available across
multiple reports.
21. Behavior Flow
What?
How visitors move throughout the website.
Why?
• When combined with goals and segments, this
provides a powerful tool for understanding
which paths your visitors take when viewing
the site.
• Helps you to identify where you are losing
traffic.
22.
23. Note: This is not the homepage. It represents all
root level pages.
25. Segmented Metrics
Without segmentation:
• Assumes all visitors have
the same goals
• Will skew your numbers
and give inaccurate metrics
26. Segmented Metrics
Possible Segments
• Active Evaluation
• Loyalty Loop
• Potential Candidate
• Industry Focus
• Technology Focus
27. Example - Active Evaluation
• New visitor within the past 14 days
• Multiple sessions
• Visits more than 1 professional detail
• Does not visit careers
28.
29. Creating an Energy Segment
• Includes visitors from a set of network
domains.
• Look for exxon.com in the all pages report.
• Follows a behavior flow of other confirmed
domains.
• Looks at energy-specific content.
• Views specific professionals focused on
energy.
30.
31. Segments
Why?
• In nearly every report, you can now filter
results down to target audiences.
• You’ll understand if your site is meeting the
goals you’ve set.
• You can find problem areas and act.
33. Dashboards
A single view that can answer a large
question, such as ‘What topics are visitors
interested in?’
• What keywords are being searched?
• What are my most popular publications?
• Which service pages are being visited
frequently (and repeatedly)?
38. Tag Manager
What?
• Similar to embedding a YouTube video,
your analytics code lives on Google’s
servers and is pulled over when the page is
loaded.
• It is an enhancement for Google Analytics,
not a replacement.
39. Tag Manager
Why?
• Allows you to implement custom tracking
code and modify your analytics
implementation without re-deploying your
whole website.
• Translation: Simpler & Faster
40. Tag Manager
Where?
• Most newer websites use AJAX and custom
animations for a more fluid user experience.
• Page title / URL doesn’t change, so you
need an alternate way to track these
interactions to understand how visitors are
using the site.
41. When to Use Tag Manager
• Expanding Content
• Menus
• Downloads
• Video
• Custom Content
Types (eg. Related
Services)