for startups

@brunobar79

Analytics?Analytics = Traffic Amount?

- 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___________

- 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___________

Why should I use it?

Why should I use it?It’s useful,

Why should I use it?It’s useful, easy-and-fast to implement

Why should I use it?It’s useful, easy-and-fast to implement and... FREE

10 TIPS TO ROCKyour Analytics account

1 - Use Multiple Profiles

- Create a DO-NOT-TOUCH profile, then clone it and play

To keep data safe, clean and real you should:

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:

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)

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...

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...

2 - Keyword AnalysisLet’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

Report available @ Traffic Sources :: Sources :: Search :: Organic

Report available @ Traffic Sources :: Search Engine Optimization :: Queries (Google Webmaster account must be linked)

3 - Traffic Channels Performance

- Identify the best relationship: Higher Volume / Lower Cost

Find who is the winner

Report @ Traffic Sources :: Sources :: All Traffic >>

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 %

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

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

4 - Track User BehaviourEvent Tracking

_gaq.push(["_trackEvent", "category", "action", "opt label", opt_int_val]);

4 - Track User BehaviourEvent 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]

4 - Track User BehaviourEvent 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

Report available @ Content :: Events :: Top Events Primary Dimension: Event Label - Secondary Dimension: Event Action

5 - Goal Tracking

- GOAL: The user did something I wanted like Sign-up, subscribe, buy, etc.

It’s all about conversions

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

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

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

6 - Funnels- Funnel or Funnel Process: Route of pages that users must go through to get your goal page

Follow that guy!

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!)

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 >>

Report available @ Goals :: Funnel Visualization

7 - EngagementDo they love me?

- Q: How many returning visitors do I have? A: Check Reports @Audience => Overview => Returning Visitors

7 - EngagementDo 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!)

7 - EngagementDo 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!)

7 - EngagementDo 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

Once you know what to measure, create some categories like:

> SEO> Engagement> Growth Metrics

08 - Use Multiple DashboardsA great time saver!

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 DashboardsA great time saver!

An example dashboard

Automated Reports: Once you know what you need, get it on your inbox.

09 - AutomationHey you, do my homework!

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 - AutomationHey you, do my homework!

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 Explorerhttp://ga-dev-tools.appspot.com/explorer/

(it will save you a lot of time building your queries)

10 - The APINow you can start the integration

OK, What about Startup Metrics?

Customer Lifecycle/ Conversion Behavior

AARR

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...

Example Conversion Metrics

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

- 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

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

Activation First happy user experience

- Define a criteria to measure:

- Example: View +2 pages, Stay +10 sec, makes +2 Clicks.

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!)

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)

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)

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?

ReferralDO 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

ReferralDO 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

Revenue

- Ads (Adsense)

- Subscriptions

- Sell Products

- Whatever

Make the user generate revenue

Revenue

- Ads (Adsense)

- Subscriptions

- Sell Products

- Whatever

Make the user generate revenue

Just make money(but track those conversions!)

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 ResourcesStart reading... A LOT !

and remember...

Analyticsis awesome!

@brunobar79

Thanks!