Google Analytics for Startups

Key metrics to measure with Google Analytics for Startups

Transcript

1. for startups
2. @brunobar79
3. Analytics? Analytics = Traffic Amount?
5. - Realtime stats - Event Tracking - Goal Tracking - Social Media Stats - Mobile Stats - Integration with the family: Adwords Adsense Google+ Youtube Webmaster Tools Google Experiments Analytics Today ___________
6. - Realtime stats - Event Tracking - Goal Tracking - Social Media Stats - Mobile Stats - Integration with the family: Adwords Adsense Google+ Youtube Webmaster Tools Google Experiments FeedBurner and more... Analytics Today ___________
7. Why should I use it?
8. Why should I use it? It’s useful,
9. Why should I use it? It’s useful, easy-and-fast to implement
10. Why should I use it? It’s useful, easy-and-fast to implement and... FREE
11. 10 TIPS TO ROCK your Analytics account
12. 1 - Use Multiple Profiles - Create a DO-NOT-TOUCH profile, then clone it and play To keep data safe, clean and real you should:
13. 1 - Use Multiple Profiles - Create a DO-NOT-TOUCH profile, then clone it and play - Avoid garbage data => A.K.A You playing with the app. Filter by IP, country or just use a different web property for the development stage To keep data safe, clean and real you should:
14. 1 - Use Multiple Profiles - Create a DO-NOT-TOUCH profile, then clone it and play - Avoid garbage data => A.K.A You playing with the app. Filter by IP, country or just use a different web property for the development stage To keep data safe, clean and real you should: - Create new profiles for long term metrics (instead of segments)
15. 2 - Keyword Analysis - Main questions to ask yourself: “Users are finding me by the right keywords?” “Did I choose the right keywords?” “Ooops, Did I choose the keywords ???!!!!” Let’s talk about SEO...
16. 2 - Keyword Analysis - Main questions to ask yourself: “Users are finding me by the right keywords?” “Did I choose the right keywords?” “Ooops, Did I choose the keywords ???!!!!” - Check % conversions, Avg. Visit Duration, Page Views and Bounce Rate for each one and think about them... Let’s talk about SEO...
17. 2 - Keyword Analysis Let’s talk about SEO... - Main questions to ask yourself: “Users are finding me by the right keywords?” “Did I choose the right keywords?” “Ooops, Did I choose the keywords ???!!!!” - Check % conversions, Avg. Visit Duration, Page Views and Bounce Rate for each one and think about them... - Check Country, average position and clicks and then do SEO
18. Report available @ Traffic Sources :: Sources :: Search :: Organic
19. Report available @ Traffic Sources :: Search Engine Optimization :: Queries (Google Webmaster account must be linked)
20. 3 - Traffic Channels Performance - Identify the best relationship: Higher Volume / Lower Cost Find who is the winner Report @ Traffic Sources :: Sources :: All Traffic >>
21. 3 - Traffic Channels Performance - Identify the best relationship: Higher Volume / Lower Cost Find who is the winner Report @ Traffic Sources :: Sources :: All Traffic >> - Get the top 5 and take a look to the Conversion %
22. 3 - Traffic Channels Performance - Identify the best relationship: Higher Volume / Lower Cost Find who is the winner Report @ Traffic Sources :: Sources :: All Traffic >> - Get the top 5 and take a look to the Conversion % - Get the user acquisition value for each channel
23. 3 - Traffic Channels Performance - Identify the best relationship: Higher Volume / Lower Cost Find who is the winner Report @ Traffic Sources :: Sources :: All Traffic >> - Find how to scale the ones that really work. - Get the top 5 and take a look to the Conversion % - Get the user acquisition value for each channel
24. 4 - Track User Behaviour Event Tracking _gaq.push(["_trackEvent", "category", "action", "opt label", opt_int_val]);
25. 4 - Track User Behaviour Event Tracking _gaq.push(["_trackEvent", "category", "action", "opt label", opt_int_val]); • Category: videos, ads, submissions, Activity • Action: Play, click, submit, complete form, mouse action, event name • Label: feature name, downloaded file, form submitted, etc. [optional] • Value: loading time or dollar, always integer [optional]
26. 4 - Track User Behaviour Event Tracking _gaq.push(["_trackEvent", "category", "action", "opt label", opt_int_val]); • Category: videos, ads, submissions, Activity • Action: Event name like Play, click, submit, complete form, mouse action • Label: feature name, downloaded file, form submitted, etc. [optional] • Value: loading time or dollar, always integer [optional] Used for • Flash Events • Flash Movie player actions • Ajax stuff • Widgets • Downloads • Loading time of elements • JavaScript events • Feature Usage
27. Report available @ Content :: Events :: Top Events Primary Dimension: Event Label - Secondary Dimension: Event Action
28. 5 - Goal Tracking - GOAL: The user did something I wanted like Sign-up, subscribe, buy, etc. It’s all about conversions
29. 5 - Goal Tracking - GOAL: The user did something I wanted like Sign-up, subscribe, buy, etc. - Measure goals = Measure success It’s all about conversions
30. 5 - Goal Tracking - GOAL: The user did something I wanted like Sign-up, subscribe, buy, etc. - Measure goals = Measure success - Types are: URL destination, Visit Duration, Page/Visit, Event It’s all about conversions
31. 5 - Goal Tracking - GOAL: The user did something I wanted like Sign-up, subscribe, buy, etc. - Measure goals = Measure success - Types are: URL destination, Visit Duration, Page/Visit, Event - Only you can (and must) define your goals It’s all about conversions
32. 6 - Funnels - Funnel or Funnel Process: Route of pages that users must go through to get your goal page Follow that guy!
33. 6 - Funnels - Funnel or Funnel Process: Route of pages that users must go through to get your goal page Follow that guy! - The classic e-commerce example: Add to cart => Checkout => Shipping Details => Payment details => Submit Order => Confirmation page (GOAL!)
34. 6 - Funnels - Funnel or Funnel Process: Route of pages that users must go through to get your goal page Follow that guy! - Helps you to find where are the problems and where people are leaving the process. - The classic e-commerce example: Add to cart => Checkout => Shipping Details => Payment details => Submit Order => Confirmation page (GOAL!) Goal Funnel Setup Example >>
35. Report available @ Goals :: Funnel Visualization
36. 7 - Engagement Do they love me? - Q: How many returning visitors do I have? A: Check Reports @Audience => Overview => Returning Visitors
37. 7 - Engagement Do they love me? document.getElementById(“btn_login”).addEventListener('click', function(e){ _gaq.push(["_trackEvent", "user", "click", "login", 1]); }); - Q: How many returning visitors do I have? A: Check Reports @Audience => Overview => Returning Visitors - Q: How many of them have login this week? A: Add a goal to track logins (3 lines of Javascript!)
38. 7 - Engagement Do they love me? - Q: How many daily users do I have? A: Segment Returning visitors who have completed Login Goal document.getElementById(“btn_login”).addEventListener('click', function(e){ _gaq.push(["_trackEvent", "user", "click", "login", 1]); }); - Q: How many returning visitors do I have? A: Check Reports @Audience => Overview => Returning Visitors - Q: How many of them have login this week? A: Add a goal to track logins (3 lines of Javascript!)
39. 7 - Engagement Do they love me? - Q: How many daily users do I have? A: Segment Returning visitors who have completed Login Goal document.getElementById(“btn_login”).addEventListener('click', function(e){ _gaq.push(["_trackEvent", "user", "click", "login", 1]); }); - Q: How many returning visitors do I have? A: Check Reports @Audience => Overview => Returning Visitors - Q: How many of them have login this week? A: Add a goal to track logins (3 lines of Javascript!) - Q: How much time they spent on my site? A: Check the average time on site in any report and segment by returning visitors
40. Once you know what to measure, create some categories like: > SEO > Engagement > Growth Metrics 08 - Use Multiple Dashboards A great time saver!
41. Once you know what to measure, create some categories like: > SEO > Engagement > Growth Metrics - Find reports and “Add to Dashboard” - Filter data and choose the best view for a quick look - Link those widgets to reports 08 - Use Multiple Dashboards A great time saver!
42. An example dashboard
43. Automated Reports: Once you know what you need, get it on your inbox. 09 - Automation Hey you, do my homework!
44. Intelligence & Custom Alerts: Be smart and set useful alerts via email when X events are triggered. Some Examples: - Revenues goes down > 50% compared to last day - Visits drops > 50% compared to last day - Visits grows > 50 % compared to last month In conclusion you can track significant drops in revenue, visits, goal completions and traffic spikes. 09 - Automation Hey you, do my homework!
45. Check out: http://developers.google.com/analytics/ and look for the Core Reporting API v3 - Lots of wrappers for your language of choice - Really easy to integrate with your system. Before start coding => Google Analytics Query Explorer http://ga-dev-tools.appspot.com/explorer/ (it will save you a lot of time building your queries) 10 - The API Now you can start the integration
46. OK, What about Startup Metrics?
47. Customer Lifecycle/ Conversion Behavior A A R R R cquisition : Users come to site from different channels ctivation : User enjoy 1st visit - “Happy” user experience etention : User come back, visit site multiple times eferral : User like the product enough to refer others evenue : User conduct some monetization behavior Google “Startup Metrics for Pirates” - A must see...
48. Example Conversion Metrics
49. Acquisition - Largest Volume (#) Find that traffic source! - Then find the ones ... - With the lower cost($) (adwords, facebook, SEO) - Then merge that ones ... - With the best performing (%) (It’s all about conversions!) Find the best marketing channels
50. - Largest Volume (#) Find that traffic source! - Then find the ones ... - With the lower cost($) (adwords, facebook, SEO) - Then merge that ones ... - With the best performing (%) (It’s all about conversions!) Acquisition Find the best marketing channels
51. Acquisition - Largest Volume (#) Find that traffic source! - Then find the ones ... - With the lower cost($) (adwords, facebook, SEO) - Then merge that ones ... - With the best performing (%) (It’s all about conversions!) Find the best marketing channels
52. Activation First happy user experience - Define a criteria to measure: - Example: View +2 pages, Stay +10 sec, makes +2 Clicks.
53. Activation First happy user experience - Define a criteria to measure: - Example: View +2 pages, Stay +10 sec, makes +2 Clicks. - Make people to engage - Lots of A/B testing until get it (Google Experiments!)
54. Retention Make the user to come back! Use everything that could help to make the user to come back: > AUTOMATED EMAILS - Lifecycle @3, 7 and 30 days - Status emails (weekly or monthly) - Event based emails (news, releases, etc)
55. Retention Make the user to come back! BUT... TRACK THOSE LINKS > RSS, Blogging, Social Networks Use everything that could help to make the user to come back: > AUTOMATED EMAILS - Lifecycle @3, 7 and 30 days - Status emails (weekly or monthly) - Event based emails (news, releases, etc)
56. With URL Tagging Append this parameters to your urls: - utm_campaign - Product, promo code, slogan - utm_medium - Marketing medium (CPC, banner, email) - utm_source - Referrer name (Google, mailchimp, twitter, etc.) And you can also add: - utm_term - used to identify the paid keywords - utm_content - used to differentiate ads or if you are lazy use the URL builder: http://bit.ly/GAurl-builder How to track links?
57. Referral DO NOT GO VIRAL UNTIL YOU DON’T SUCK! After that ... track those referrals! Make really easy: - Social Network Sharing - Email Sharing - Beta Invite System (Remember Gmail?) Make users to tell their friends
58. Referral DO NOT GO VIRAL UNTIL YOU DON’T SUCK! After that ... track those referrals! Make really easy: - Social Network Sharing - Email Sharing - Beta Invite System (remember Gmail?) Make users to tell their friends
59. Revenue - Ads (Adsense) - Subscriptions - Sell Products - Whatever Make the user generate revenue
60. Revenue - Ads (Adsense) - Subscriptions - Sell Products - Whatever Make the user generate revenue Just make money (but track those conversions!)
61. Google Analytics IQ Lessons: http://bit.ly/GALessons Top 10 Analytics Resources: http://bit.ly/GAResources Google Analytics Debugger: http://bit.ly/GADebugger Advanced Web Metrics with Google Analytics [Book] These Slides: http://bit.ly/GAforStartups My Favorite Resources Start reading... A LOT !
62. and remember...
63. Analytics is awesome!
64. @brunobar79 Thanks!