Grant Ruxton from Boyd Digital delivered a masterclass on behalf of the Alba Incubation Service at the Hillington Park Innovation Centre looking at the more advanced tools in Google Analytics

2. Apresentationon
AdvancedGoogleAnalytics
January2015
GrantRuxton

3. • Advanced segments
• Setting up goals
• Event Tracking
• Mobile/tablets vs desktop (mobile friendly websites)
• Demographics analysis (age, gender, location etc.)
Agenda

4. Segments group visitors who share common characteristics
• Lets you isolate and analyse subsets of your traffic
• Better understand where the traffic is coming from
• Fantastic for segmenting data
• There are thousands of ways to segment and analyse data
• Don’t be scared if you are unfamiliar with advanced segments
• Google now allows advanced segments to be shared among communities
• Google’s analytics experts have even created starter packs to get you started
AdvancedSegments

5. • Improve your future campaigns and online experiences
• Find which areas of your site perform well
• Find which areas don’t perform
• Use these insights to improve performance
• Or/and find new areas of opportunity
• There are probably a million different ways to benefit
• Depending on your business and goals
BusinessBenefits
How Can Advanced Segments Benefit Your Business?

6. CreatingaCustomSegment
https://blog.kissmetrics.com/new-google-analytics-advanced-segments/
Segmentation by:
• Referrer / Traffic source
• Visitor Type
• Location / Geography
• Content Viewed
• Landing Page Type
• Action taken
• Value
• Demographics
• Engagement
• Technology platform etc.

7. • Mobile/Tablet vs. Desktop
• This simple segment allows users to easily analyse mobile vs desktop
PrimeExample
• The desktop wins the user behaviour example
• More pages visited, longer sessions and lower bounce rates
• Desktop also comes out on top in the ecommerce section
• Higher CR, more sales and much more revenue is achieved via desktop.
All sites are different and desktop vs. mobile performance will vary depending in
your area of business

8. • Find out if your website actually helps your business
• What you really should be tracking:
• Leads, signups, account creations, downloads, calls etc.
• What you can track:
• Urls, time, pages/visit, events
• Setting up Goals: Admin > Goals > + New Goal
Settingup goals

9. Settingupgoals
Goal Types:
• URL
• Time
• Page/visit
• Event
• https://blog.kissmetrics.com/critical-goal-types/

10. • Attaching the method call to the particular UI element
• Collect and classify different types of interaction with your
web page objects:
• External links
• Internal banners
• Sign-ups, log-ins and form submissions
• Downloads
• Gadgets
• Videos
• Social sharing button interaction
• Rank tracking (easy implementation and awesome data!)
• Form completion progress/ drop out
• Scroll reach
http://www.koozai.com/blog/analytics/the-complete-google-analytics-
event-tracking-guide-plus-10-amazing-examples/
EventTracking

11. AdvancedGA forPenaltyDetection
• Panda & Penguin Tools
• Is your site being penalised?
• http://www.barracuda-digital.co.uk/panguin-tool/
• http://www.matthewwoodward.co.uk/tips/how-to-check-which-google-
algorithm-update-penalised-your-site/

12. • Mobile and Tablet Usage is Outstripping Desktop.
• A treasure chest of mobile usage statistics –
http://www.smartinsights.com/mobile-marketing/mobile-
marketing-analytics/mobile-marketing-statistics/
AdvancedGA forMobileDevices

13. • Measure and compare –
• Time on site
• Goal Conversions
• Page Visits
• Page Dwell Time
• Ecom Conversions
• Value of Ecom Conversions
• Basket Drop Off
• Site drop offs
AdvancedGA forMobileDevices

14. • Compare revenue and goals based on device
AdvancedGA forMobileDevices

15. • See who your users actually are:
• Demographics
• Overview
• Age
• Gender
• Interests
• Affinity Categories (behaviour by affinity categories)
• In-Market Categories (behaviour by in-market categories)
• Other Categories (behaviour by other interest categories)
Demographicsanalysis

16. • Open the Demographics Overview report, then click Enable above the
introductory text.
EnablingDemographics& InterestReports

17. • Deeper dive into gender information by applying male and female
segments
Females: https://www.google.com/analytics/web/template?uid=Xb2BETWFTs
C18n1wVrcu0w
Males: https://www.google.com/analytics/web/template?uid=lYt55eDtSJ6kR
4i4dO7gJQ
Use this info to improve –
• Conversions
• Average Transaction Value
• Repeat Custom
• Branding
LearnfromGenderDemographics

18. •Creating remarketing lists.
•Choosing display advertising targets.
•Segmenting for more detail.
•Identifying new markets to target.
•Profiling valuable customers.
UsingDemographicandInterestData

19. •Questions and Answers
•Live Examples
Afterthe Break

20. FOLLOW US
t
f FACEBOOK
facebook.com/boyddigitallive
TWITTER
twitter.com/boyddigital
LinkedIn
uk.linkedin.com/in/grantruxton
www.boyddigital.co.uk
W
Li

21. Thank You!