Stop reporting on rubbish! 10 ways to fix your Analytics data - #LeedsLovesSearch
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Speaking at Branded3's Leeds Digital Festival event, Leeds Loves Search, Emma delves into how to report on your analytics data. Emma’s talk explains how Bad Data = Bad Decisions and includes actionable advice for anyone who reports from GA (Sorry Adobe users) to make sure what they’re reporting on and making their actions based on is not complete rubbish.
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Stop reporting on rubbish! 10 ways to fix your Analytics data - #LeedsLovesSearch
- 1. @ejbarnes89#LeedsLovesSearch Stop Reporting on Rubbish! 10 ways to fix your Analytics data #LEEDSLOVESSEARCH
- 2. @ejbarnes89#LeedsLovesSearch Me IRL I’m the other Emma I like graphs and drawing at networking events This is not a talk about Digital PR
- 3. @ejbarnes89#LeedsLovesSearch “It is a capital mistake to theorize in advance of the facts. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.” Sherlock Holmes – A Scandal in Bohemia
- 4. @ejbarnes89#LeedsLovesSearch I stole this slide from Craig Sullivan it’s really good https://www.slideshare.net/sullivac
- 5. @ejbarnes89#LeedsLovesSearch Send you all home with a list of actionable Google Analytics fixes to make your reporting better M I S S I O N
- 7. @ejbarnes89#LeedsLovesSearch DATASET 1 Source: comScore Blog Visitors are way down!
- 8. @ejbarnes89#LeedsLovesSearch ANALYSIS 1 That’s not normal… looks like tracking broke.
- 9. @ejbarnes89#LeedsLovesSearch Put your analytics or tag management code on all pages of your website F I X 1 https://support.google.com/analytics/answer/1008080?hl=en
- 10. @ejbarnes89#LeedsLovesSearch DATASET 2 Source: comScore Cool, over 5K Homepage visitors
- 11. @ejbarnes89#LeedsLovesSearch ANALYSIS 2 Source: comScore Oh, it’s split across subdomains
- 12. @ejbarnes89#LeedsLovesSearch Implement Subdomain Tracking F I X 2 http://www.lunametrics.com/blog/2016/08/11/subdomain-tracking-google-analytics/ https://support.google.com/analytics/answer/1012243?hl=en
- 13. @ejbarnes89#LeedsLovesSearch DATASET 3 Source: comScore Homepage tracking code is broken…
- 14. @ejbarnes89#LeedsLovesSearch ANALYSIS 3a Source: comScore We started recording it by its full URL
- 15. @ejbarnes89#LeedsLovesSearch ANALYSIS 3b Source: comScore Combine “/” and “www.branded3.com” to see all data
- 16. @ejbarnes89#LeedsLovesSearch Use Annotations F I X 3 https://www.youtube.com/watch?v=XfPx4Sus_CY
- 17. @ejbarnes89#LeedsLovesSearch DATASET 4 Source: comScore Social Media doesn’t really contribute to website visitors
- 18. @ejbarnes89#LeedsLovesSearch ANALYSIS 4 Source: comScore We aren’t tagging our social media posts
- 19. @ejbarnes89#LeedsLovesSearch Use UTM Parameters to track marketing campaigns F I X 4 https://ga-dev-tools.appspot.com/campaign-url-builder/ https://chrome.google.com/webstore/detail/google-analytics-url- buil/gaidpiakchgkapdgbnoglpnbccdepnpk?hl=en
- 20. @ejbarnes89#LeedsLovesSearch DATASET 5 Source: comScore We’re at about 100K referrals/week
- 21. @ejbarnes89#LeedsLovesSearch ANALYSIS 5 Source: comScore A lot of them are organic traffic being misattributed
- 22. @ejbarnes89#LeedsLovesSearch Use Custom Search Engines and Advanced filters to reassign organic traffic filtering through to referral F I X 5 https://www.branded3.com/blog/track-duckduckgo-organic-referrer-google-analytics/
- 23. @ejbarnes89#LeedsLovesSearch DATASET 6 Source: comScore No goals = Broken contact form?
- 24. @ejbarnes89#LeedsLovesSearch ANALYSIS 6 Source: comScore SITE. MIGRATION. FORGOT. TO UPDATE. GOAL URLS!!
- 25. @ejbarnes89#LeedsLovesSearch Review all goals, filters, tags and code when doing a website migration F I X 6 https://www.branded3.com/blog/website-migration-guide-a-google-analytics-tag-manager-checklist/
- 26. @ejbarnes89#LeedsLovesSearch DATASET 7 Source: comScore We are making £££
- 27. @ejbarnes89#LeedsLovesSearch ANALYSIS 7 Source: comScore Some transactions are duplicated. We are making ££
- 28. @ejbarnes89#LeedsLovesSearch Review ecommerce tracking and ensure transactions are not misfiring or transaction IDs being recycled F I X 7 http://www.lunametrics.com/blog/2014/07/07/duplicate-transactions/
- 29. @ejbarnes89#LeedsLovesSearch DATASET 8 Source: comScore Referrals are converting really well
- 30. @ejbarnes89#LeedsLovesSearch ANALYSIS 8a Source: comScore Our payment provider is being counted as a referrer
- 32. @ejbarnes89#LeedsLovesSearch Implement cross domain tracking and referral exclusion F I X 8 https://support.google.com/analytics/answer/1034342?hl=en https://support.google.com/analytics/answer/2795830?hl=en
- 33. @ejbarnes89#LeedsLovesSearch ANALYSIS 9a Source: comScore i(pP)hone listed twice
- 34. @ejbarnes89#LeedsLovesSearch ANALYSIS 9b Source: comScore Did /course-option get 119K or 84K views?
- 36. @ejbarnes89#LeedsLovesSearch Use filters and query parameter exclusion to tidy data F I X 9 https://support.google.com/analytics/answer/1033162?hl=en#PredefinedFilters https://support.google.com/analytics/answer/1034834?hl=en https://support.google.com/analytics/answer/1010249?hl=en
- 37. @ejbarnes89#LeedsLovesSearch DATASET 10 Source: comScore Low bounce rate, guess people were really engaged that day?
- 38. @ejbarnes89#LeedsLovesSearch ANALYSIS 10 Source: comScore My events were firing way more often than usual.
- 39. @ejbarnes89#LeedsLovesSearch Ensure events are being tracked as “non- interaction” if they are passive (e.g. being bucketed into a test, scrolling 0% or flipping their phone) F I X 1 0 https://support.google.com/analytics/answer/1033068#NonInteractionEvents
Hinweis der Redaktion
- MAKE SURE TRACKING IS ON YOUR CAMPAIGN PAGES! This is very important for reporting AND you can’t enter awards without it!
- I once had a call with a client where I highlighted that one of their core landing pages was “404ing” TURNS OUT it lived on a subdomain I didn’t know existed and I assumed I was looking at data for the www website. Making assumptions can be dangerous!
- This is a little known feature that can save massive headache and “why did this happen” “what do we do on Nov 23?”
- We’ve fixed this now. UTM tagging helps your marketing be attributed correctly. Very important for PPC as without it, it gets attributed to organic.
- This applies to LOADS of search engines including duckduckgo, yahoo, Google on Android, you’re losing out on your true SEO traffic value to “Referrer”
- Hands up if you’ve done a site migration.
- There are a lot of potential pitfalls regarding site migrations including losing real traffic and real revenue, at least see if you can maintain your tracking as best as possible.
- Remember, web analytics data isn’t a perfect science, but you can make it as good as possible by fixing errors like this.
- If you do not fix this, your campaign will look at though it does not get many conversions as they will be mis attributed to a payment provider or your own website.
- If you can read your data quicker, that means less data manipulation, that means less time doing reporting and more time doing your job.
- Event Tracking is very useful to understand what someone is doing on your website, but understand how reporting metrics may be affected if you add this.