Google Analytics for Experienced Users
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Grant Ruxton from Boyd Digital delivered a masterclass on behalf of the Alba Incubation Service at the Hillington Park Innovation Centre looking at the more advanced tools in Google Analytics
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Google Analytics for Experienced Users
- 3. • Advanced segments • Setting up goals • Event Tracking • Mobile/tablets vs desktop (mobile friendly websites) • Demographics analysis (age, gender, location etc.) Agenda
- 4. Segments group visitors who share common characteristics • Lets you isolate and analyse subsets of your traffic • Better understand where the traffic is coming from • Fantastic for segmenting data • There are thousands of ways to segment and analyse data • Don’t be scared if you are unfamiliar with advanced segments • Google now allows advanced segments to be shared among communities • Google’s analytics experts have even created starter packs to get you started AdvancedSegments
- 5. • Improve your future campaigns and online experiences • Find which areas of your site perform well • Find which areas don’t perform • Use these insights to improve performance • Or/and find new areas of opportunity • There are probably a million different ways to benefit • Depending on your business and goals BusinessBenefits How Can Advanced Segments Benefit Your Business?
- 6. CreatingaCustomSegment https://blog.kissmetrics.com/new-google-analytics-advanced-segments/ Segmentation by: • Referrer / Traffic source • Visitor Type • Location / Geography • Content Viewed • Landing Page Type • Action taken • Value • Demographics • Engagement • Technology platform etc.
- 7. • Mobile/Tablet vs. Desktop • This simple segment allows users to easily analyse mobile vs desktop PrimeExample • The desktop wins the user behaviour example • More pages visited, longer sessions and lower bounce rates • Desktop also comes out on top in the ecommerce section • Higher CR, more sales and much more revenue is achieved via desktop. All sites are different and desktop vs. mobile performance will vary depending in your area of business
- 8. • Find out if your website actually helps your business • What you really should be tracking: • Leads, signups, account creations, downloads, calls etc. • What you can track: • Urls, time, pages/visit, events • Setting up Goals: Admin > Goals > + New Goal Settingup goals
- 9. Settingupgoals Goal Types: • URL • Time • Page/visit • Event • https://blog.kissmetrics.com/critical-goal-types/
- 10. • Attaching the method call to the particular UI element • Collect and classify different types of interaction with your web page objects: • External links • Internal banners • Sign-ups, log-ins and form submissions • Downloads • Gadgets • Videos • Social sharing button interaction • Rank tracking (easy implementation and awesome data!) • Form completion progress/ drop out • Scroll reach http://www.koozai.com/blog/analytics/the-complete-google-analytics- event-tracking-guide-plus-10-amazing-examples/ EventTracking
- 11. AdvancedGA forPenaltyDetection • Panda & Penguin Tools • Is your site being penalised? • http://www.barracuda-digital.co.uk/panguin-tool/ • http://www.matthewwoodward.co.uk/tips/how-to-check-which-google- algorithm-update-penalised-your-site/
- 12. • Mobile and Tablet Usage is Outstripping Desktop. • A treasure chest of mobile usage statistics – http://www.smartinsights.com/mobile-marketing/mobile- marketing-analytics/mobile-marketing-statistics/ AdvancedGA forMobileDevices
- 13. • Measure and compare – • Time on site • Goal Conversions • Page Visits • Page Dwell Time • Ecom Conversions • Value of Ecom Conversions • Basket Drop Off • Site drop offs AdvancedGA forMobileDevices
- 14. • Compare revenue and goals based on device AdvancedGA forMobileDevices
- 15. • See who your users actually are: • Demographics • Overview • Age • Gender • Interests • Affinity Categories (behaviour by affinity categories) • In-Market Categories (behaviour by in-market categories) • Other Categories (behaviour by other interest categories) Demographicsanalysis
- 16. • Open the Demographics Overview report, then click Enable above the introductory text. EnablingDemographics& InterestReports
- 17. • Deeper dive into gender information by applying male and female segments Females: https://www.google.com/analytics/web/template?uid=Xb2BETWFTs C18n1wVrcu0w Males: https://www.google.com/analytics/web/template?uid=lYt55eDtSJ6kR 4i4dO7gJQ Use this info to improve – • Conversions • Average Transaction Value • Repeat Custom • Branding LearnfromGenderDemographics
- 18. •Creating remarketing lists. •Choosing display advertising targets. •Segmenting for more detail. •Identifying new markets to target. •Profiling valuable customers. UsingDemographicandInterestData
- 19. •Questions and Answers •Live Examples Afterthe Break
- 21. Thank You!