Getting Started with Google Analytics

Lars LofgrenMarketing Analyst - July 2012 info@kissmetrics.com - Confidential - Do not distribute

@larslofgren #KISSwebinar

Remember my promises?

The 2 things you need to setup right now1

The 4 reports that give great data2

How the data gets inconsistent3

HOW MOST PEOPLE USEAnalytics

That one guy told me I need to be “data driven”

“Let’s go look at our website traffic!”

I wonder where my traffic’s coming from...

So how do I use this data to grow my business?

Traffic vs Customers

Improving metrics like pages/visit usually doesn’t help your business

grow.

Google Analytics isn’t perfect.

It doesn’t track individual people that come to your business.

But we can still get bits and pieces

Focus on getting the customer data that’s available

WHERE ARE OURCustomers?

Revenue data for traffic sources

Stop wondering, start doing.

How do we get data like this?

Enable ecommerce tracking1

Setup goals with goal values2

ECOMMERCETracking

First, turn on ecommerce tracking

Go to Admin1

First, turn on ecommerce tracking

Click on “Profile Settings”2

First, turn on ecommerce tracking

Select “Yes, an ecommerce site”3

Warning! You’ll need some code skills for this.

bit.ly/ecommercetracking

Use the info from this URL:

Find one on Odesk.com or Elance.com

What if you don’t have a developer?

Some ecommerce platforms make this really easy (like Shopify).

Any short cuts?

GOOGLE ANALYTICSGoals

If people don’t make a purchase directly on your site.

When to use goals over ecommerce tracking

Goal Examples

Forms for leads1

Contact forms2

Newsletter signups3

Freemium or free trail account creation4

Where to find the goal settings

Go to Admin1

Where to find the goal settings

Click on “Goals”2

Where to find the goal settings

Click on a goal to edit it3

The 4 Types of Google Anaytics Goals

URLs1

Events2

Visit Duration3

Pages/Visit4

Let’s get hands on with an example

You’re trying to capture leads with a form

mybusiness.com/thank-you

After filling out the form, people get sent to:

This is how we set up the goal:

We need to figure out how much each lead is worth.

What about goal values?

How to calculate goal values for leads:

What’s your average sale?1

How may leads do you need for a sale?2

Divide the average sale by the number of leads

3

\

How to calculate goal values:

Average sale = $5001

Number of leads = 52

Value of 1 lead = $1003

Don’t use goal values, leave it blank.

What if it’s not easy to get these numbers?

blog.kissmetrics.com/critical-goal-types/

Looking for more detail?

THE 4 BESTReports

Focus on revenue for best results

#1: All Traffic Report with revenue

#2: Assisted Conversions Report

#3: Content Reports

#4: Keyword Report

How do we get the ecommerce versions?

GOOGLE ANALYTICSLimitations

Some questions can’t be answered.

Which traffic source gets the credit?

In Google Analytics, the most recent one

Google Analytics organizes data by pageviews

Since data isn’t tied back to a customer, there’s no way to track

multiple purchases.

Here’s what can’t be tracked

Multiple purchases1

The original traffic source2

Lifetime Value3

Churn4

Customer analytics gives you even better data

Where do we get customer analytics?

For a demo of KISSmetrics or to learn how KISSmetircs can help grow your

business, contact Ben Sardella at:

bsardella@kissmetrics.com