Google Analytics Advanced Segments (Fiverr case study)

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    15-Jul-2015
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Transcript of Google Analytics Advanced Segments (Fiverr case study)

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BOOST YOUR BUISNESS WITH GOOGLE ANALYTICS ADVANCED SEGMENTS

www.fiverr.comwww.fiverr.comwww.fiverr.comFiverr and the buyer behavior modelImplement in Google AnalyticsOptimizing using GA advanced segmentsAutomation with GA API (and how to avoid advanced segments sampled data)Todays Agendawww.fiverr.comwww.fiverr.com2Worlds largest marketplacefor creative services.

THE WORLDS LARGEST MARKETPLACE FOR CREATIVE AND PROFFESIONAL SERVICES.

www.fiverr.comwww.fiverr.com3Buyers behavior modelwww.fiverr.comwww.fiverr.com4Implementing Fiverr revenue model in Google Analyticswww.fiverr.comwww.fiverr.comChannels and KPIs (metrics)

www.fiverr.comwww.fiverr.com6Tag Channels with 5 UTMsStands forUTM Website originSourceGroup websites originsMediumMarketing activityCampaignDifferentiate ads ContentSearch engineKeywordwww.fiverr.comwww.fiverr.comUTMs best practiceCampaignMediumSourceLogoDisplayFacebookLogoDisplayWallaLogoDisplayFacebookLogoSocialFacebookLogoDisplayFacebookillustrationDisplayFacebookwww.fiverr.comwww.fiverr.comGoogle Analytics KPIsUSAGE GOALSECOMMERCE

www.fiverr.comwww.fiverr.comRegistration as Goal KPIs

www.fiverr.comwww.fiverr.comIf relevant add Funnel

www.fiverr.comwww.fiverr.com11Now that we have Channels and KPIs defined

We can start optimizingwww.fiverr.comwww.fiverr.comOptimizing logo landing page

Noisy backgroundLogo positionFuzzy title Random GigsHidden signupSignup redirects to HPLinks to sub-categorieswww.fiverr.comwww.fiverr.comLogo landing page

170% Increase in Registrations www.fiverr.comwww.fiverr.comAnalyzing technique

Always a/b testsOptimize all KPIsFind correlationWeighted KPIswww.fiverr.comwww.fiverr.com15Why we choose Vintage ?

www.fiverr.comwww.fiverr.com3 Questions about logo campaigns usersWhat Gigs they:BrowseSearchPurchase first time

www.fiverr.comwww.fiverr.comAnswer with Advanced SegmentsIsolate subset of your dataEasy to create, edit and share Apply to past dataCaveatsSampled data when < 500k sessionsCalculation at property level

www.fiverr.comwww.fiverr.comHow to add segment

www.fiverr.comwww.fiverr.comChoose built in system segment

www.fiverr.comwww.fiverr.comCreate custom segment

www.fiverr.comwww.fiverr.comAnalyze segmented data

www.fiverr.comwww.fiverr.com3 Questions about logo campaigns usersWhat Gigs they:BrowseSearchPurchase first time

www.fiverr.comwww.fiverr.comLogo segment

www.fiverr.comwww.fiverr.comGigs they browse

www.fiverr.comwww.fiverr.comGigs they search

www.fiverr.comwww.fiverr.comIn order to see first purchase we need FTB condition

www.fiverr.comwww.fiverr.comGigs they purchase

www.fiverr.comwww.fiverr.comVintage Gigs in logo landing page!

www.fiverr.comwww.fiverr.comMoving forwardNew landing page and another interesting questionwww.fiverr.comwww.fiverr.comDo we want users to click on the Gigs?

Group AGroup Bwww.fiverr.comwww.fiverr.comCreating new segment

www.fiverr.comwww.fiverr.comClicking Gigs is less effective

Group AGroup BGroup A Registration FTB Pages/Session AVG Session

X6 X4 X1.4 X1.6www.fiverr.comwww.fiverr.comA/B Test to verify

17% Increase in Registrations www.fiverr.comwww.fiverr.comLogo summary300+ a/b testRegistrations Orders Revenues Google quality score increased significant

+275% +100% +82%www.fiverr.comwww.fiverr.comAutomation using Google analytics APIwww.fiverr.comwww.fiverr.comGoogle analytics spreadsheet add-onData from multiple viewsCompute custom calculationsCreate visualizationsSchedule reports

www.fiverr.comwww.fiverr.comCreate your first API requestInstall the GA add-onIn menu click Create reportSelect account informationChoose Metrics and Dimensions

www.fiverr.comwww.fiverr.comAdd other configurations

www.fiverr.comwww.fiverr.comRunning the API request

www.fiverr.comwww.fiverr.comAdvanced segments and Sampled data

CaveatsSessions > 500KCalculation at property levelwww.fiverr.comwww.fiverr.comTask from the bossUsers and AOV from USA and Purchase logo design

website traffic is 500K/month sessions.www.fiverr.comwww.fiverr.comAdd segment

www.fiverr.comwww.fiverr.comCreating custom segment

www.fiverr.comwww.fiverr.comUsing GA reporting500K sessions/month12 Reports

www.fiverr.comwww.fiverr.comBut if we want to save time

www.fiverr.comwww.fiverr.comDuplicate it X12

www.fiverr.comwww.fiverr.comHit the run button and sit back

www.fiverr.comwww.fiverr.comData integrity Define goalsTag campaignsAnalyze with segmentsLeverage API Work hard!Final thoughtswww.fiverr.comwww.fiverr.com

Thank youwww.fiverr.comwww.fiverr.com