How to Get Better Insights in Less Time With Google Analytics
• 3. Remember my promises?1 The 2 things you need to setup right now2 The 4 reports that give great data3 How the data gets inconsistent • 4. HOW MOST PEOPLE USE Analytics • 5. That one guy told me I need to be “data driven” • 6. “Let’s go look at our website traffic!” • 7. I wonder where my traffic’s coming from... • 8. So how do I use this data to grow my business? • 9. Traffic vs Customers Improving metrics like pages/visit usually doesn’t help your business grow. • 10. Google Analytics isn’t perfect. It doesn’t track individual people that come to your business. • 11. But we can still get bits and pieces Focus on getting the customer data that’s available • 12. WHERE ARE OURCustomers? • 13. Revenue data for traffic sources • 14. Stop wondering, start doing. • 15. How do we get data like this?1 Enable ecommerce tracking2 Setup goals with goal values • 16. ECOMMERCETracking • 17. First, turn on ecommerce tracking 1 Go to Admin • 18. First, turn on ecommerce tracking 2 Click on “Profile Settings” • 19. First, turn on ecommerce tracking 3 Select “Yes, an ecommerce site” • 20. Warning! You’ll need some code skills for this. • 21. Use the info from this URL: bit.ly/ecommercetracking • 22. What if you don’t have a developer? Find one on Odesk.com or Elance.com • 23. Any short cuts? Some ecommerce platforms make this really easy (like Shopify). • 24. GOOGLE ANALYTICS Goals • 25. When to use goals over ecommerce tracking If people don’t make a purchase directly on your site. • 26. Goal Examples • 27. Where to find the goal settings 1 Go to Admin • 28. Where to find the goal settings 2 Click on “Goals” • 29. Where to find the goal settings 3 Click on a goal to edit it • 30. The 4 Types of Google Anaytics Goals • 31. Let’s get hands on with an example • 32. You’re trying to capture leads with a form • 33. After filling out the form, people get sent to: mybusiness.com/thank-you • 34. This is how we set up the goal: • 35. What about goal values? • 36. How to calculate goal values for leads • 37. How to calculate goal values • 38. What if it’s not easy to get these numbers? Don’t use goal values, leave it blank. • 39. Looking for more detail?blog.kissmetrics.com/critical-goal-types/ • 40. THE 4 BESTReports • 41. Focus on revenue for best results • 42. #1: All Traffic Report with revenue • 43. #2: Assisted Conversions Report • 44. #3: Content Reports • 45. #4: Keyword Report • 46. How do we get the ecommerce versions? • 47. GOOGLE ANALYTICSLimitations • 48. Some questions can’t be answered. • 49. Which traffic source gets the credit? • 50. In Google Analytics, the most recent one • 51. Google Analytics organizes data by pageviews • 52. Here’s what can’t be tracked • 53. Customer analytics gives you even better data
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How to Get Better Insights in Less Time With Google Analytics
- 1. Getting Started with Google Analytics Lars Lofgren Marketing Analyst - July 2012 info@kissmetrics.com - Confidential - Do not distribute
- 3. Remember my promises? 1 The 2 things you need to setup right now 2 The 4 reports that give great data 3 How the data gets inconsistent
- 4. HOW MOST PEOPLE USE Analytics
- 5. That one guy told me I need to be “data driven”
- 6. “Let’s go look at our website traffic!”
- 7. I wonder where my traffic’s coming from...
- 8. So how do I use this data to grow my business?
- 9. Traffic vs Customers Improving metrics like pages/visit usually doesn’t help your business grow.
- 10. Google Analytics isn’t perfect. It doesn’t track individual people that come to your business.
- 11. But we can still get bits and pieces Focus on getting the customer data that’s available
- 13. Revenue data for traffic sources
- 14. Stop wondering, start doing.
- 15. How do we get data like this? 1 Enable ecommerce tracking 2 Setup goals with goal values
- 17. First, turn on ecommerce tracking 1 Go to Admin
- 18. First, turn on ecommerce tracking 2 Click on “Profile Settings”
- 19. First, turn on ecommerce tracking 3 Select “Yes, an ecommerce site”
- 20. Warning! You’ll need some code skills for this.
- 21. Use the info from this URL: bit.ly/ecommercetracking
- 22. What if you don’t have a developer? Find one on Odesk.com or Elance.com
- 23. Any short cuts? Some ecommerce platforms make this really easy (like Shopify).
- 24. GOOGLE ANALYTICS Goals
- 25. When to use goals over ecommerce tracking If people don’t make a purchase directly on your site.
- 26. Goal Examples 1 Forms for leads 2 Contact forms 3 Newsletter signups 4 Freemium or free trail account creation
- 27. Where to find the goal settings 1 Go to Admin
- 28. Where to find the goal settings 2 Click on “Goals”
- 29. Where to find the goal settings 3 Click on a goal to edit it
- 30. The 4 Types of Google Anaytics Goals 1 URLs 2 Events 3 Visit Duration 4 Pages/Visit
- 31. Let’s get hands on with an example
- 32. You’re trying to capture leads with a form
- 33. After filling out the form, people get sent to: mybusiness.com/thank-you
- 34. This is how we set up the goal:
- 35. What about goal values? We need to figure out how much each lead is worth.
- 36. How to calculate goal values for leads: 1 What’s your average sale? 2 How may leads do you need for a sale? 3 Divide the average sale by the number of leads
- 37. How to calculate goal values: 1 Average sale = $500 2 Number of leads = 5 3 Value of 1 lead = $100
- 38. What if it’s not easy to get these numbers? Don’t use goal values, leave it blank.
- 39. Looking for more detail? blog.kissmetrics.com/critical-goal-types/
- 41. Focus on revenue for best results
- 42. #1: All Traffic Report with revenue
- 43. #2: Assisted Conversions Report
- 46. How do we get the ecommerce versions?
- 48. Some questions can’t be answered.
- 49. Which traffic source gets the credit?
- 50. In Google Analytics, the most recent one
- 51. Google Analytics organizes data by pageviews Since data isn’t tied back to a customer, there’s no way to track multiple purchases.
- 52. Here’s what can’t be tracked 1 Multiple purchases 2 The original traffic source 3 Lifetime Value 4 Churn
- 53. Customer analytics gives you even better data
- 54. Where do we get customer analytics?
- 55. For a demo of KISSmetrics or to learn how KISSmetircs can help grow your business, contact Ben Sardella at: bsardella@kissmetrics.com