36. The Google Analytics terms of service, which all
Google Analytics customers must adhere to,
prohibits sending personally identifiable information
(PII) to Google Analytics.
http://www.google.com/analytics/learn/privacy.html
Craig Bradford
@CraigBradford
37. You will not upload any data that allows
Google to personally identify an individual
http://dis.tl/18PCo6c
Craig Bradford
@CraigBradford
New ClientKickoffMore Google organic trafficCheck a few metricsâŠ
How many people arrive on the site and leave without visiting any other page on the siteA high bounce rate is normally a sign that the traffic relevance is low
Pretty badBut maybe the convert really highâŠ
Check macro conversion rateMacro being salesâŠ
0.06 %Thatâs terribleâŠ
Conversion rate dependant on industryNot good for them eitherâŠ
133% betterLower conversion rate high valueSo I checked average order valueâŠ
Nope â People that came from Google organic spend 25% less that the site average.So I thought about this and then I asked them
Why do you want more of this terrible traffic? Donât spend a lot of time on the site, Tiny percentage of them buy, Spend less moneySurely thereâs better things to spend our time on?
This happens a lotPeople canât see the wood for the TreesTheyâve done the hard work, theyâve managed to get the traffic to the websiteBut all they can think about is getting more traffichttp://farm1.static.flickr.com/31/54676138_2a43bbdf2a_o.jpg
Because itâs easyTracking people that arrived on the sight and bought something is easyBut itâs not smartâŠ
Surely, if you You get 10,000 visitsâŠ
Resulting in only 6 transactions
The answer isn't to find another 10,000 visitors?the answer is to find some value in the 9,994?The value is probably already there, weâre just not measuring itComment?Email sign up?Itâs really hard to knowLet me show you an example,
First things firstI have a problem
Iâm a gadget addict. In particular, Iâm an Apple fan boy. Who else loves Apple. Yes! Youâll all understand where Iâm coming from.Funny storyAnyway, given that story Iâm sure itâs not surprise that when the new iphone 5s came out
I had to have itâŠ
And I wanted it on 4G
Day 1 â Signed up for pre-orderGave name and email
On laptop - Added to cart, signed inCart abandonmentWaste of moneyCouple of days later â on Facebook using my ipad OBVIOUSLYâŠ
Saw an ad for EE superfast 4GOrderedWanted cover
Didnât want to waitOrdered the cover for ÂŁ40If we were to only look at my journey in their analyticsHereâs what theyâd see
Ignore in store visit3 visits3 different people1 transaction of ÂŁ50033% conversion rateâŠ
Thatâs just wrong,If weâre just looking at my activity â 100% conversion rateMeasuring session conversion rateNot measuring peopleThat gives us big problems, Bad decisionsShort term effectivenessFocus on 1% that buy
I want to fix thatI want to show you how to leverage the 99% that arenât customers
Iâve just shown a relatively simple customer journeyBut theyâre often a lot more complicated that thatâŠ
Weâre living in a world of multiple devises
Google researchBooking fightsTV â FacebookAnd if thatâs not complicated enoughâŠ
Donât buy onlineJust researchRO-PO effectOnline looks bad40% of offline purchases were researched online first.http://www.google.co.uk/think/research-studies/understanding-customer-journey.html
How to we measure that?...
Before I tell you
I have something I want to say
I donât care about not providedAndâŠ
I love GoogleMoaning about losing keyword databetter than keywords.Solves most of the problems
Before I tell you why â Step backProblem is tracking peopleGoogle says weâre not allowedHereâs a snippet from the websiteâŠ
Thatâs pretty clear. Dig deeper
You will not upload any data that allows GOOGLE to personally identify and individualNot you?
Blew my mindHonestly nto sure when this changedDonât care â we can do itStill canât upload namesWe can upload things like customer IDsMore on that later
Focus on LTC not session conversion rate
How do you do it?You need two thingsThe first is the measurement protocolâŠ
BasicsSeen some of the examples beforeThis allows us to measure some pretty interesting data
Cutroni exampleThereâs been fun examples
Lovesdata exampleCompare productivity of people that drink tea compared to coffeeExplain howWhere UA really gets goodâŠ
Combined with databaseEmail, blog subscribers or full CRMBack to EE example
Same but this time they assign a user IDPreviously CIDThen
Laptop - loginCID changes UID sameUA Stats â Same visitor twice â two devices
Same when I finally buy on the tabletUID stays the same across all devicesSpend of ÂŁ500 assigned to ABCSo a ÂŁ500 spend would be logged against user ID ABCThe final step..
Offline transactionNow we can rack thisAsk for phone numberNow when we see the stats
4 visits not 31 Unique Visitor Not 32 Transactions Not 1ÂŁ540 not ÂŁ500100% Conversion Rate Not 33%How amazing is that?Track people regardless of device
But thatâs not allMost forms have more informationGender, age, marital statusData outside of GANow you canâŠ
Called dimension wideningPut outside data in using CSVLike this exampleProduct examplesCustom reports
Weâve covered a lotHow does this help you make more of traffic you have
It starts with a change of attitudeNow that weâre measuring peopleBack to the 10,000 visits example â NOT 10,000 PEOPLEFor all we know those 6 transactions could have been a referralIf I donât buy but refer 20 sales â am I not valuable?For now just rememberâŠ
Not just buyers and non-buyersNow that weâre tracking people â track LTVLotâs of in-between thingsLTV quickly becomes probabilityBut lots of complicated things can made simpleâŠ
Investing is an extremely complex subject..Image:http://women2.com/warren-buffet-women-are-a-major-reason-we-will-do-so-well/
So complex things can be made simpleLTV no differentI think it can be 2 rulesâŠImage:http://women2.com/warren-buffet-women-are-a-major-reason-we-will-do-so-well/
Just think about that for a minute. How would you do things differently?Website goals are differentItâs a lot easierâŠ
If youâve seen Glengarry Glen Ross â Youâll recognise Alex Baldwin speechABC â Always be closing
I disagreeBecause closing, isnât an event,Always trying to close isnât smartHard time selling first time visitor anythingInstead try and do something that keeps the relationship aliveForget ABCI preferâŠ
ABVâŠ
Click
Not that oneâŠ.
This oneAlways be valuableJust keep the relationship aliveI love this quote...
Think of customers like thisSo ask yourself..How can you be valuable?Smallest thing that keeps the relationship aliveâŠ
I call this your MVCMinimum Viable ConversionDifferent for every businessMight look like thisâŠ
Not in orderI like hierarchy Smaller conversionsDonât try and go from top to bottom
Might just look at new to returnRather than 0.06 â 70 %OrâŠ
But what about other sections?Thatâs something to work onAnd donât be upset if people never reach the bottomAVINASHBetter way to spend time that another 10,000âŠ
How do we find these customers and measure themâŠ
Thanks to Google we can do thisNew Advanced segmentsPerfect for MVCThe first isâŠ
Explain CohortImagine assessing loyalty of PPC traffic1 week, 5 week, 12 weeksWe can do thatâŠ
Notice the blue arrowGroup by Date and SourceMight want to compare that to other months
Do the same for MarchRepeat for every month..
Produce thisCohort on leftTime at topWhat this showsGreat way to look at changes impact on behaviourClient asked me about app open ratesThe next kind of segments that Iâm excited aboutâŠ
If you canât do dimension wideningAge, gender and interestSo now you can create segments likeâŠ
Show me all people between 18-24 OR 55-54ANDAre interested in Cooking or GamingHow amazing is that!Only 1 line of code to changeâŠ
Replace top for BottomGo and enableNow that weâre all measuring people not sessionAnd looking at all conversions not just salesWe need to look at channelsâŠ
Channels arenât binary either, But we often treat them like they areâŠ
We look at reports like thisAnd make short sighted and bad decisionsDirect is good â social is badShort sightedInsteadâŠ
You need a goalkeeperNot 11 strikersExactly what we measure channels on â ability to score goalsInstead of building sensible formationWe end up with thisâŠ
Every channel is in all out attack modeImagine for a second that you were designing a football defenderâŠ.
How to spend pointsHereâs how Iâd spend mineâŠ
Iâd split all my points between marking and tackling
I couldnât care less if they canât score a penalty, No goals I wonât fire himBut we do that to good channels all the timeWe judge defenders and goal keeps on goals in a seasonStop doing itGive different channels different goals and attributesâŠ
PPC might be great at speed (getting people to buy quick)Social might be terrible at speedBut thatâs okBecause social might be excellent at something elseâŠ
Like assistsSo judge it on that Judge it on itâs ability to drive new visitor to the site, Donât judge it on a 30 day session conversion rateâŠ
Google published dataHow channels interact in buying processLook by industry or Country
Higher the numberâŠ.In the UK display acts in a very awareness channelPaid is a decision channelCompare that to just the tech marketâŠ
Big differenceDisplay is now more of a decision channelSocial is now the biggest awareness channelSo remember this when deciding what each of your channels should do for your businessJudge them on appropriate metricsâŠ
Not going to happen overnightBut you need to start somewhereSo letâs start from the little stepsâŠ
Start with Tag managerExplainGoogle improving all the timeTheyâve just announced auto event trackingNot as easy as it looks but will get betterâŠ
Then upgrade to Universal AnalyticsBlog postGo to link for more detailsâŠ
Enable the demographic dataOnly 1 line of codeMore ways to segment dataStraight away it allows us to skip past just measuring people â Now we can even measure certain types of peopleItâs well worth it.
Allows you to push data to GADoesnât need to be new dataCan be used to improve data you already haveFor exampleâŠ
One of my clients has a lot of problems with fraudulant ordersInflated conversion ratesThatâs not idealThey already have the systems in place to deal with thisBut it lives outside of GAâŠ
Client exampleNow you have real conversion dataNow tracking LTV â take refunds into accountUse this for refunds as wellOr time spent on customer servicesThink how this could increase your business trackingâŠ
pushing for your customers to loginUp to us as marketerscanât offer anything thatâs worth an email address, weâre in big troubleWhen you do get them to loginâŠ
Do it like Amazon and use persistent cookiesTrack visits that donât need login
Direct Traffic gets too much creditDirect = no referralUntagged email, gchat, in app browsers â lotâs moreHereâs an exampleâŠ
Explain storyWho gets the credit for the sale?...
You guessed it â DirectThat doesnât seem fairBut now thereâs a solution
Thanks to lunametrics thereâs a solution
Completely freeAnd in that scenario Facebook getâs credit not directNot only thatâŠ
Because weâre tracking peopleIt would also show who the customer was that sent the link to the friendJus think how else you could use thisWhich of your visitors send the most referral sales?Reach out and say thanks â even if theyâve never bought from you!Hereâs how it worksâŠ
Captures all my referral dataWhen I send to friendâŠ
If no referrer â inherit my referral detailsWhich is a lot more representative of what actually happenedGo install it â itâs freeAnd finallyâŠ
Start using the new advanced segments that I showed youEven better data insightsSo in summaryâŠ