The document discusses how to effectively use web analytics data. It covers defining goals that are unique and valuable to each site, such as macro conversions or micro conversions. It also emphasizes finding important metrics like bounce rate and number of pages per visit. Finally, it stresses actually taking action on the data and setting goals in the analytics platform, rather than just thinking about them.

1. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Falling in Love With Data
Understanding Web Analytics
Patrick Singer, Google Germany GmbH

2. Google Confidential and ProprietaryGoogle Confidential and Proprietary
This is what we're gonna discuss today
● Why you are special
● Setting goals
● Finding gold in a mountain of garbage
● Three things to remember

3. Google Confidential and ProprietaryGoogle Confidential and Proprietary
This is what we're gonna discuss today
● Why you are special
● Setting goals
● Finding gold in a mountain of garbage
● Three things to remember

4. Google Confidential and ProprietaryGoogle Confidential and Proprietary
This is how web analytics data is collected
www.domain.de
google.de facebook.com twitter.com
secure Google servers
data
processing
JavaScript code

5. Vier Tipps zum Umgang mit Web Analytics

6. valuable data

7. Google Confidential and ProprietaryGoogle Confidential and Proprietary
This is what we're gonna discuss today
● Why you are special
● Setting goals
● Finding gold in a mountain of garbage
● Three things to remember

8. Google Confidential and ProprietaryGoogle Confidential and Proprietary
The goals are unique to you and your site

9. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Define your most valuable goal
macro conversion
number of pages/visit
micro conversions
For ad financed websites: number of pages per visit

10. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Capture all valuable interactions
Examples for micro conversions on blogs
inquiry for speaking
engagement
inquiry for consulting
recommendation
rate
referrals to business
website
macro conversion
number of pages/visit

11. Google Confidential and ProprietaryGoogle Confidential and Proprietary
This is what we're gonna discuss today
● Why you are special
● Setting goals
● Finding gold in a mountain of garbage
● Three things to remember

12. Google Confidential and ProprietaryGoogle Confidential and Proprietary
This is what we're gonna discuss today
● Why you are special
● Setting goals
● Finding gold in a mountain of garbage
● Three things to remember

13. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Three things to remember
● Set your goals - not just in your mind!
● Focus on relevant metrics
○ bounce rate
○ number of pages/visit
○ interactions of economic value
● Take action!

14. Google Confidential and ProprietaryGoogle Confidential and Proprietary
Bonus slide: helpful links
● documentation on setting up goals
● documentation to track events (to track pdf
downloads or external links as goals)
● Google Analytics IQ Lessons - video tutorials on
Google Analytics and access to Google Analytics
Individual Qualification

15. Google Confidential and ProprietaryGoogle Confidential and Proprietary
patricks@google.com
Twitter: @psinger
Google+