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!
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