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Analytics that GSDLet’s stop wasting timeMIKE PANTOLIANO
Hi, I’m MikeMICHAEL PANTOLIANO  Web Marketing Consultant  mike.pantoliano@distilled.net  @MikeCP
Michael Pantoliano | @MikeCPImage: http://factoryjoe.com/blog/
First: Let‟s Close Our WebAnalytics
http://theleanstartup.com/Michael Pantoliano | @MikeCP
Image ganked defiantly from http://theleanstartup.com/
Beware of Vanity Metrics
Time on   Bounce                         Site?     Rate?Conversions?               Visits?
<script type="text/javascript">      var _gaq = _gaq || [];      _gaq.push([_setAccount, UA-XXXXXX-X]);      _gaq.push([_t...
We can customize the crap outof Google Analytics
Michael Pantoliano| @MikeCP
All Startups ≠ SameAll Analytics ≠ SameAnalytics Presentations ≠ Same
Right Now We‟re Here    Define                                              Segment /                                     ...
Setting GoalsURL Destination       Time on Site   Page Depth   EventsMichael Pantoliano| @MikeCP
Setting Goals                              Transactions            GA eCommerce Tracking Setup Instructions http://dis.tl/...
http://getcomparisons.com
Goal?                                    Mini-goal?       Mini-goal?http://getcomparisons.com
Now We‟re                                            Here     Define                                              Segment ...
Goal:                                    “The best thing to measure the                                    growth rate of ...
Revenue is easy
How To Define “Active Users”?
Michael Pantoliano| @MikeCP
We‟ll comeback to the  „how‟
Access & Speed
…And Finally    Define                                              Segment /                                       Establ...
Some of the Basics
Custom Reports Make LifeEasier
Analyzing    Acquisition               Behavior   OutcomeMichael Pantoliano| @MikeCP
Outcomes?                          BehaviorAcquisition
Outcomes?                          BehaviorAcquisition
Outcomes?                Custom                Report:              Much Better   BehaviorAcquisition
Custom Variables
_setCustomVar(  index,        // Slots 1 - 5  name,  value,  opt_scope    // 1, 2, or 3) Documentation: http://dis.tl/IAPD...
_gaq.push([_setCustomVar,    1,   Section,   Life & Style’,    3 ]);Michael Pantoliano| @MikeCP
_gaq.push([_setCustomVar,    1,   Funnel,   Abandoned,    2 ]);Michael Pantoliano| @MikeCP
_gaq.push([_setCustomVar,    1,   Gender,   Male,    1 ]);Michael Pantoliano| @MikeCP
Name                  Value  Active User                   Yes, No   Logged In                    Yes, No  Join Month     ...
<script type="text/javascript">var _gaq = _gaq || [];_gaq.push([_setAccount, UA-xxxxxx-XX]);_gaq.push([_setCustomVar, 1, u...
Michael Pantoliano | @MikeCP
Events
_trackEvent(   category,   action,   opt_label,   opt_value,   opt_noninteraction) Documentation: http://dis.tl/RmJ4QgMich...
<p onload=“_gaq.push([_trackEvent, Checkout Errors, Please enter valid   payment information.’]);”>Please enter valid paym...
GA Content Experiments
#Measure
Michael Pantoliano | @MikeCP
Shoulda Had Alerts Set Up
http://dis.tl/URQ60W 55+ Custom Alerts (LunaMetrics)
Multi-Channel FunnelsMichael Pantoliano | @MikeCP
Assisted Conversions Report
Adjusted Bounce Ratevar _gaq = _gaq || []; _gaq.push([_setAccount, UA-XXXXXXX-1]); _gaq.push([_trackPageview]); setTimeout...
Thanks!MICHAEL PANTOLIANO  Web Marketing Consultant  mike.pantoliano@distilled.net  @MikeCP
Analytics that GSD - Hackers & Founders
Analytics that GSD - Hackers & Founders
Analytics that GSD - Hackers & Founders
Analytics that GSD - Hackers & Founders
Analytics that GSD - Hackers & Founders
Analytics that GSD - Hackers & Founders
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Analytics that GSD - Hackers & Founders

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Speaking for a group of early-stage startups, I thought it'd be best to focus on the type of web analysis that gets things done. That is, Avoiding analysis paralysis and using actionable reporting.

The presentation focuses on Google Analytics.

Veröffentlicht in: Business
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Analytics that GSD - Hackers & Founders

  1. 1. Analytics that GSDLet’s stop wasting timeMIKE PANTOLIANO
  2. 2. Hi, I’m MikeMICHAEL PANTOLIANO Web Marketing Consultant mike.pantoliano@distilled.net @MikeCP
  3. 3. Michael Pantoliano | @MikeCPImage: http://factoryjoe.com/blog/
  4. 4. First: Let‟s Close Our WebAnalytics
  5. 5. http://theleanstartup.com/Michael Pantoliano | @MikeCP
  6. 6. Image ganked defiantly from http://theleanstartup.com/
  7. 7. Beware of Vanity Metrics
  8. 8. Time on Bounce Site? Rate?Conversions? Visits?
  9. 9. <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push([_setAccount, UA-XXXXXX-X]); _gaq.push([_trackPageview]); Michael Pantoliano| @MikeCP
  10. 10. We can customize the crap outof Google Analytics
  11. 11. Michael Pantoliano| @MikeCP
  12. 12. All Startups ≠ SameAll Analytics ≠ SameAnalytics Presentations ≠ Same
  13. 13. Right Now We‟re Here Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives Outcomes We‟re not covering thisMichael Pantoliano| @MikeCP
  14. 14. Setting GoalsURL Destination Time on Site Page Depth EventsMichael Pantoliano| @MikeCP
  15. 15. Setting Goals Transactions GA eCommerce Tracking Setup Instructions http://dis.tl/VeqISjMichael Pantoliano| @MikeCP
  16. 16. http://getcomparisons.com
  17. 17. Goal? Mini-goal? Mini-goal?http://getcomparisons.com
  18. 18. Now We‟re Here Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives OutcomesMichael Pantoliano| @MikeCP
  19. 19. Goal: “The best thing to measure the growth rate of is revenue. The next best, for startups that arent charging initially, is active users.” KPI: “A good growth rate during YC is 5-7% a week. If you can hit 10% a week youre doing exceptionally well. If you can only manage 1%, its a sign you havent yet (pretty smart dude) figured out what youre doing.”http://paulgraham.com/growth.htmlMichael Pantoliano| @MikeCP
  20. 20. Revenue is easy
  21. 21. How To Define “Active Users”?
  22. 22. Michael Pantoliano| @MikeCP
  23. 23. We‟ll comeback to the „how‟
  24. 24. Access & Speed
  25. 25. …And Finally Define Segment / Establish KPIs Business Identify Goals Measure & Targets Objectives OutcomesMichael Pantoliano| @MikeCP
  26. 26. Some of the Basics
  27. 27. Custom Reports Make LifeEasier
  28. 28. Analyzing Acquisition Behavior OutcomeMichael Pantoliano| @MikeCP
  29. 29. Outcomes? BehaviorAcquisition
  30. 30. Outcomes? BehaviorAcquisition
  31. 31. Outcomes? Custom Report: Much Better BehaviorAcquisition
  32. 32. Custom Variables
  33. 33. _setCustomVar( index, // Slots 1 - 5 name, value, opt_scope // 1, 2, or 3) Documentation: http://dis.tl/IAPDfpMichael Pantoliano| @MikeCP
  34. 34. _gaq.push([_setCustomVar, 1, Section, Life & Style’, 3 ]);Michael Pantoliano| @MikeCP
  35. 35. _gaq.push([_setCustomVar, 1, Funnel, Abandoned, 2 ]);Michael Pantoliano| @MikeCP
  36. 36. _gaq.push([_setCustomVar, 1, Gender, Male, 1 ]);Michael Pantoliano| @MikeCP
  37. 37. Name Value Active User Yes, No Logged In Yes, No Join Month 05, 06, etc. Author John, Steph # of Orders 1,10, etc. Recency Days/MonthsMichael Pantoliano| @MikeCP
  38. 38. <script type="text/javascript">var _gaq = _gaq || [];_gaq.push([_setAccount, UA-xxxxxx-XX]);_gaq.push([_setCustomVar, 1, user_type, <?php echo $_GET["active"]; ?>, 1]);_gaq.push([_trackPageview]); Michael Pantoliano| @MikeCP
  39. 39. Michael Pantoliano | @MikeCP
  40. 40. Events
  41. 41. _trackEvent( category, action, opt_label, opt_value, opt_noninteraction) Documentation: http://dis.tl/RmJ4QgMichael Pantoliano| @MikeCP
  42. 42. <p onload=“_gaq.push([_trackEvent, Checkout Errors, Please enter valid payment information.’]);”>Please enter valid payment information.</p>Michael Pantoliano | @MikeCP
  43. 43. GA Content Experiments
  44. 44. #Measure
  45. 45. Michael Pantoliano | @MikeCP
  46. 46. Shoulda Had Alerts Set Up
  47. 47. http://dis.tl/URQ60W 55+ Custom Alerts (LunaMetrics)
  48. 48. Multi-Channel FunnelsMichael Pantoliano | @MikeCP
  49. 49. Assisted Conversions Report
  50. 50. Adjusted Bounce Ratevar _gaq = _gaq || []; _gaq.push([_setAccount, UA-XXXXXXX-1]); _gaq.push([_trackPageview]); setTimeout("_gaq.push([_trackEvent, 15_seconds, read])",15000); http://dis.tl/Veijhz Michael Pantoliano | @MikeCP
  51. 51. Thanks!MICHAEL PANTOLIANO Web Marketing Consultant mike.pantoliano@distilled.net @MikeCP

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