Best Practices: What to Track with Your Analytics
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Transcript of Best Practices: What to Track with Your Analytics
Jake Peterson, Head of Customer Success at Segment
Analytics Tracking Best Practices November 2014 Presentation
@ThueLMadsen #KISSwebinar
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Jake Peterson - Segment - @DirtyAnalytics Jake Peterson leads the customer success team at Segment, making sure that customer get great fast help, writing beautiful docs, and bringing you expert advice through Analytics Academy. Before Segment, Jake ran his own wildly successful analytics consultancy, Dirty Analytics, where he helped companies integrate analytics tools and analyze their data, oftentimes with Segment.
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Introduction
1
What is Segment?
A single hub to collect, translate and route your data with the flip of a switch.
Overview
Tracking Plan
How to plan out your analytics tracking.
Important Pages
Only record what you need.
Identifying Users
Keep users and anonymous activity straight.
Recording Funnel Events
Iteratively record funnel steps and revenue.
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Tracking Plan Know what you need to track
Planning Outline
First, prepare an outline of all the things you want to track
The outline is useful in:
• Brainstorming your most valuable events
• Team collaboration to make sure everyone on the team has the data they need
• Thinking ahead so your data structure is flexible enough to evolve
• Scheduling iteration phases or development cycles
Tracking Plan
Planning Outline Example
Signed Up
We need to differentiate paid signups, organic signups, and invitation signups. We’ll use automatically
recorded utm parameters to analyze paid, and then a type event property to differentiate organic and
invitation signups (and in the future maybe referral program stuff, etc.)
Event Property: Signup Type
…
Debugger Call Expanded
When people use the debugger we’re interested in knowing which calls they most often debug. For that
we’ll need to track the coding language being debugged and the method being called.
Event Properties: Code Language Name, API Method
…
Tracking Plan
Detailed Tracking Plan
Next, transfer your outline into a detailed plan
Why …collect each data point?
Ensure that all the events from your outline are important and useful.
What …data gets recorded?
Exact event names, properties and how each one is calculated.
How …does the data get recorded?
Supply an example code snippet for developers.
When …should the tracking script fire?
Explain firing rules for the event. e.g. When a new user sees the Thank You page after registration.
Tracking Plan
Detailed Tracking Plan Example
Sub heading or paragraph can go here Event Why? Properties Firing Rules Code
Signed Up Leads! Also the key identifying event.
type: ‘invite’ if the user was invited and ‘organic’ if they signed up directly
On the welcome page after a new user registers.
analytics.track('Signed Up', { userLogin: ‘DirtyAnalytics’, type: 'invite’, organizationId: ‘12345’ });
Enabled Integration
Key step in activation and indicator for retention.
Integration: the integration being enabled
User enables an integration that was previously disabled.
analytics.track(’Enabled Integration', { integration: ‘KISSmetrics’ });
Segment’s Tracking Plan is available for download here: https://segment.com/help/best-practices/tracking-plans/
Tracking Plan
Pro Tips
No unbounded event names!
Establish a finite set of events and event properties for your team to choose from.
• Rather than Clicked X Button use Clicked CTA with properties for type, label and destination.
• Rather than Bought Blue Shirt, record Completed Order with properties for color and product.
Example Best Practice Guides: Tracking Call to Actions and Tracking Landing Pages
Keep things up to date
Integrate updating the tracking plan and installing analytics into your existing business processes
• Sending marketing emails
• Launching new products
• Running advertising campaigns
Tracking Plan
Important Pages Group important content together
Treat pages just like events
• Create a short list of your important page types
• Group them together (use Google Analytics content groupings and/or KISSmetrics events
and properties)
Looking at pages this way allows you to really understand how different groups of pages
affect your funnel. And how each variation inside those groups perform.
Important Pages
Important Pages for Segment
Landing Pages
Important Pages
Docs Pages
Blog Pages
Section Three
Which landing pages bring in the most leads?
Section Three
Which blog posts lead to the most signups?
Section Three
Does the integrations or tour page convert better?
Integrations Page Tour Page
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Identifying Users
Section Three
Choosing a User ID
Database ID • Pro: Unlikely to change • Con: Not always available Email Address • Pro: Easy to get • Con: Most likely to change
Section Three
When to Identify
Email Opt In • Pro: You know the user early • Con: Less accurate User Account Created • Pro: Database ID is available • Con:
Section Three
How to Identify
Client Side Important for merging anonymous browsing history. Server Side Usually unnecessary. Only send user properties from your server if they are sensitive.
Section Three
Good Traits
• Email • Plan • Address • Phone • Company • Created Date • Friend Count • Lifetime Revenue
Section Three
Create a user segment to send a targeted email campaign
Section Three
Do men or women invite more friends to our site?
Section Three
Get a list of users who have done X, Y, and Z
Funnel Events Focus on 3-5 key events
Section Three A generic funnel
Interested A visitor to your site shows interest in your product or service.
Identified An anonymous visitor raises their hand and identifies themselves.
Activated Someone completes the key event that qualifies them as a potential customer.
Purchased You got paid!
Engaged This type of event signals engagement with your product.
Section Three Segment’s funnel
Viewed Tour / Pricing / Docs
Interested.
Signed Up Identified.
Sent Project Data Activated.
Started Subscription Purchased!
Enabled Integration Engaged.
Section Three An e-commerce funnel
Viewed Product Even more interested.
Added Product [to cart]
Activated.
Completed Order Purchased! And identified.
Viewed Blog / Promotion
Engaged.
Section Three
Tracking Revenue Client Side • Pro: Easy to setup & maintain • Con: Numbers won’t be perfect Sync in Batches • Pro: Accurate (when it’s working) • Con: Hard to maintain, not always up to date
Trigger in Real Time • Pro: Accurate and up to date • Con: Hardest to maintain (without zapier, iron.io)
Install KISSmetrics with the flip of a switch
Email [email protected] with the code KISSwebinar to get 60 days free on the
Segment Startup plan today!
THANK YOU
Jake Peterson Head of Customer Success at Segment