Masterclass delivered at eCommerce Expo, 2010

1. Google Analytics Masterclass
Adrian Blair
Head of eCommerce Partnerships
21 Oct 2009
Google Confidential and Proprietary 1

2. Agenda: Open your eyes!
1 Introduction
2 Reporting
3 Goals
4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Google Confidential and Proprietary 2

3. Basic principles
Before doing anything else, set clear goals for your site
Data useless unless it drives action
Everyone in the company should have access to the
data
Google Confidential and Proprietary 3

4. The 10/90 Rule
Software
Software
Brains!
Google Confidential and Proprietary 4

5. What Skills Do You Need?
Software
Web Web
Analysis Usability
Brains! Web
Multivariate
& A/B Testing Development
Google Confidential and Proprietary 5

6. What’s your conversion rate?
17.2%
4.2%
? ?
You Your Average UK **
Amazon
Competition *
Retail
* Coremetrics UK Retail report, March
2009
** Nielsen Online / Marketing Charts Google Confidential and Proprietary 6

7. The impact on your bottom line
Status Quo Improved Website
Visitors 400 400
Customers 20 40
Conversion Rate 5% 10%
Avg. Net Sales £50 £50
CPC £1 £1
Sales £1,000 £2,000
Acquisition Cost £400 £400
Profit £600 £1,600
AdWords ROI 150% 400%
Google Confidential and Proprietary 7

8. “Midnight Knowledge” – Key Metrics You Must Know
Metric GA Report
1 Bounce rate Content
2 % of visitors who view product/service page Content
3 % of visitors who exit after using site search Content
4 % of visitors who reach check-out page Content
5 Conversion rate Goal
Google Confidential and Proprietary 8

9. Google Analytics Overview
Free, hosted web analytics tool that helps advertisers improve their sites
and increase their marketing ROI
Benefits for Marketers
• Understand how visitors engage with
your site
• Compare performance of all marketing
efforts from emails to keywords to offline
campaigns
• Integrated with AdWords but also tracks
non-Google campaigns
• Identify areas for site improvement
• Pinpoint breakdowns in conversion
processes
• Track e-commerce metrics, such as
revenue, average order value, and
conversion rates
Google Confidential and Proprietary 9

10. Useful for the entire organization
• Track ROI on all online initiatives from a single report
Executives
• Identify long-term trends in online marketing programs
• Capture the most conversions at the lowest possible cost
Marketers • Target high return regional markets and market segments
• Test various advertising creative for each of your
campaigns
• Demonstrate the value of your site usability improvements
Webmasters • Show how your site design decisions improve website ROI
• Identify web design parameters like visitor connection
speeds and browser types
Google Confidential and Proprietary 10

11. How It Works
Report Data
Secure Google Servers
Google Confidential and Proprietary 11

12. Agenda…
1 Introduction
2 Reporting
3 Goals
4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Google Confidential and Proprietary 12

13. Dashboard
• Customizable
• Drag and drop reports to edit layout
• Email individual reports or schedule regular updates
• Export data to PDF and XML
Google Confidential and Proprietary 13

14. Report Structure
5 Main Navigation Categories:
• Visitors
– Visitor information such as loyalty, language,
and location
• Traffic Sources
– Natural and paid sources of traffic, includes
AdWords reports
• Content
– Pageview information
• Goals
– Conversion rates and goal paths
• Ecommerce (if enabled)
– Commerce tracking, visitor loyalty, revenue
sources, and product-specific information
Google Confidential and Proprietary 14

15. Site Content
• Learn where users are going on your site and how long they are staying there
• View trends for every page
• Segment the page data to see greater detail
Google Confidential and Proprietary 15

16. Geography & Location
• See which countries, regions and cities are driving traffic to your site
• Compare visitors from different areas
• Learn how they differ by conversion and value
Google Confidential and Proprietary 16

17. Site Design
• Understand how your users are accessing the internet
• Leverage this knowledge to optimize your site and content
Google Confidential and Proprietary 17

18. Traffic Sources
Understand the origins of your site’s traffic
Google Confidential and Proprietary 18

19. Email Reports
• Schedule reports to be delivered via Email
• Select format (pdf, csv, xml, tsv) and scheduling (daily, weekly, monthly, quarterly)
Google Confidential and Proprietary 19

20. Agenda…
1 Introduction
2 Reporting
3 Goals
4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Google Confidential and Proprietary 20

21. Track Goals/Conversions
Potential Goals:
• E-Commerce
• Lead Generation
• Brand & Product Awareness
• Member Acquisition
Purchases
Downloads
Registration
Google Confidential and Proprietary 21

22. Goal Reporting
Analyze conversion data over time on macro or micro levels
Google Confidential and Proprietary 22

23. Convert Visitors to Customers
Your visitors
1 Product Information
Eliminate bottlenecks in
2 Shopping Cart your conversion process
3 Checkout
Pinpoint where you lose
visitors and duplicate
successful paths
4 Thank You Page
Your Customers
Google Confidential and Proprietary 23

24. Funnel Reporting
Entering the funnel Leaving the funnel
Defined goal
• Examine where visitors enter and exit your conversion process
• Identify which site paths lead to the most goal completions
• Use your findings to test changes to your site
Google Confidential and Proprietary 24

25. E-Commerce Tracking
What data can be tracked?
Transaction Data
Transaction ID: your internal transaction ID
Affiliate or store name
Total
Tax
Shipping
City
State or region
Country
Item Data
Transaction ID: same as in transaction data
SKU
Product name
Product category or product variation
Unit price
Quantity
Google Confidential and Proprietary 25

26. Navigation
Analyze how traffic moves through your site from entrance through goal completion
Google Confidential and Proprietary 26

27. Agenda…
1 Introduction
2 Reporting
3 Goals
4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Google Confidential and Proprietary 27

28. Analyze All Marketing Campaigns
Search Marketing
Banner Advertising Email Marketing
Determine which marketing
initiatives are driving the best
traffic to your site
SEO, Referrals, Affiliate Programs & Offline
Google Confidential and Proprietary 28

29. Evaluate Your Campaigns
• See which marketing strategies are most effective
• Analyze performance at the keyword level
• Evaluate your ROI based on goal values you have defined
Google Confidential and Proprietary 29

30. Leverage Organic Search
• Discover what users search for to reach your site
• Identify organic keywords that convert but are not included in your current
marketing campaigns
• Start bidding on new keywords
Google Confidential and Proprietary 30

31. Understand AdWords Performance
• See click and cost data directly from AdWords
• Compare spend against conversions
• Analyze click and cost trends over time
Google Confidential and Proprietary 31

32. Agenda…
1 Introduction
2 Reporting
3 Goals
4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Google Confidential and Proprietary 32

33. Advanced Segmentation
• Isolate and analyze subsets of your traffic post-data capture
• Compare segments and key performance metrics side by side
• Analyze your traffic with predefined or customized segments
Google Confidential and Proprietary 33

34. Custom Reporting
• Create, save, and share reports that are important to your business
• Simply drag-and-drop dimensions and metrics for customized reports
Google Confidential and Proprietary 34

35. Motion Charts
• Visualize data in four different dimensions and see how they change over time
• Quickly and easily uncover trends, anomalies, and seasonal changes
Google Confidential and Proprietary 35

36. Analytics Data Export API
• Users can develop client applications to view Analytics data in the form of Google Data API
feeds
• Export Analytics data for any type of use: integrate Analytics data with other data sources,
build custom dashboards, visualizations or interfaces, do offline analysis
Google Confidential and Proprietary 36

37. Internal Site Search
• Understand how your users are searching on your site
• Leverage this knowledge to optimize your site content and keyword campaigns
Google Confidential and Proprietary 37

38. New – engagement goals!
You now have 20 goals per profile and Engagement goals, based on time on site
and pages-per-visit, in addition to URL-based goals. Google Confidential and Proprietary 38

39. Mobile Reporting
Standard Websites
• Track visits from high-end, javascript
enabled phones
• Filter using Advanced Segments
Mobile Websites
• Server-side tracking
(PHP, Perl JSP, ASPX)
• Works just like Analytics
on desktop webpages
Source: 8pt, medium gray Google Confidential and Proprietary 39

40. Mobile Apps Tracking
• Android and iPhone SDKs
• Track page views and events, same as websites
• Referrals from Android market
Google Confidential and Proprietary 40

41. Intelligence Reports
Make faster, smarter decisions with reports that automatically detect and surface
significant changes in your key performance metrics that you should be aware of.41
Google Confidential and Proprietary

42. Customizable Alerts
Tell Google Analytics what you want it to watch for by setting daily, weekly, and
monthly triggers on different dimensions & metrics, and be notified by email or
directly in the Intelligence reports when they happen. Google Confidential and Proprietary 42

43. Multiple Custom Variables
Define multiple tracking segments based on visitor, session or even webpage-
level interactions in order to collect site usage data in ways important to your
business. Eg. A newspaper can see which sections are popular Confidential and Proprietary
Google 43

44. Advanced Analysis Features
Our arsenal of power tools including Secondary Dimensions and Pivoting lets you
perform in-depth, on the fly analysis without having to export your data to
spreadsheet tools. Google Confidential and Proprietary 44

45. Agenda…
1 Introduction
2 Reporting
3 Goals
4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Google Confidential and Proprietary 45

46. Website Optimiser Enables Two Types of Testing
A/B
Website
Optimiser
Multi-
variate
Google Confidential and Proprietary 46

47. Multivariate Testing
• More powerful
• Potential for better results
• Best for testing lots of variables at once and...
you’re not sure how those variables might interact.
Google Confidential and Proprietary

48. Google Confidential and Proprietary

49. Multivariate Test Ingredients
Option 1 Option 2
Telephone
1 number
ON OFF
2 Client logos ON OFF
3 Page title A B
4 Form design A B
Product
5 information
ON OFF
Google Confidential and Proprietary

50. Multivariate Test Ingredients
Option 1 Option 2
Telephone
1 number
ON OFF
2 Client logos ON OFF
3
4
Page Title
Form Design
= 32 recipes!
A
A
B
B
Product
5 Information
ON OFF
Google Confidential and Proprietary

51. Google Confidential and Proprietary

52. Google Confidential and Proprietary

53. Winning
combination
increased quotes
by 91%!
Google Confidential and Proprietary

54. A/B test: Setup process
Google Confidential and Proprietary 54

55. A/B test: Name your experiment
Google Confidential and Proprietary 55

56. A/B test: Identify test page
Google Confidential and Proprietary 56

57. A/B test: Identify conversion page
Google Confidential and Proprietary 57

58. A/B test: Install and validate Javascript tags
Google Confidential and Proprietary 58

59. A/B test: Preview and start experiment
Google Confidential and Proprietary 59

60. Just launched!
Google Website Optimizer API
Content Management Systems can incorporate GWO directly into their services
– launch experiments without touching your code!
Over time charts
Visualise performance of experiments over time
Google Confidential and Proprietary 60

61. Agenda…
1 Introduction
2 Reporting
3 Goals
4 Optimising Marketing Campaigns
5 New Features
6 Google Website Optimiser
7 Where to get help
Google Confidential and Proprietary 61

62. Where to get help
Online Courses – eg. Google Conversion University
Webinars - www.google.com/intl/en/adwords/webinars/
Blogs – eg. Conversionroom.blogspot.com; www.kaushik.net
“Seminars for Success”
Authorised Partners
Google Confidential and Proprietary 62

63. Google Authorised Consultants
=
=
Google Confidential and Proprietary 63

64. Google Conversion Professionals (www.google.co.uk/gcp)
Tool-agnostic business
consultants who can help
you improve your
conversion rate
Google Confidential and Proprietary 64