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GOOGLE ANALYTICS FOR A MARKETING MANAGER

GOOGLE ANALYTICS FOR A MARKETING MANAGER. Abilities and algorithms of web-analytics productive usage. Москва, 20 мая 2010. Introduction. Ideology of conversions optimization and consideration. INTRODUCTION. MAIN QUESTION. • Memorize • Contact us • Request information • Download

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GOOGLE ANALYTICS FOR A MARKETING MANAGER

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  1. GOOGLE ANALYTICS FOR A MARKETING MANAGER Abilities and algorithms of web-analytics productive usage Москва, 20 мая 2010

  2. Introduction Ideology of conversions optimization and consideration

  3. INTRODUCTION MAIN QUESTION • •Memorize • •Contact us • •Request information • •Download • •Subscribe • •Register • •Respond to sponsor advertising • •Buy(Now or later...). Do we need the user to click? No, in fact we need him to:

  4. INTRODUCTION TYPES OF SITES AND THEIR TASKS Corporate site To provide quick information finding, to get key messages and offers Store To sell more and spend less on acquiring new customers Promo-site To estimate campaign effectiveness and to secure message delivery Content-project To attract and retain audience, to monetize traffic

  5. IТRODUCTION PROBLEMS AND WISHES OF MARKETING MANAGERS • • Opacity of traffic structure • • Low business effectiveness • (in particular, high costs of customers attraction) Problems Wishes • To see clear picture of audience behaviour • To estimate the results of advertising and to prognose the next ones • To understand an overall action plan

  6. INTRODUCTION WHAT A USUAL MEDIA-PLAN LOOKS LIKE • In fact clicks are not important to us. • To us the goal completion is important! • Their price should be the key point!

  7. INTRODUCTION WHAT SHOULD A MEDIA-PLAN INCLUDE ACTUALLY? • Dear boss, we got our 60 thousand clicks from XXX. • The price of registration is 30% higher than it was on YYY. • I think we shouldn't continue with XXX. • The figures are: • We had 42k ofvisits, 1:06 time spend on the site, 80% bounced, viewed 1,65 pages per visit, 2574 returning visits, 0.17% conversion to registrations • It means: • Theprice ofnon-bounced visit is 12 RUR • The price of pageview is 1,5 RUR • The price of returning visitor is 44 RUR • The price of registration 1 583 RUR

  8. INTRODUCTION FROM THEORY TO PRACTICE • Fully measurable users actions (not just page views) • Integral statistics (including not only site pages, but also incoming and outgoing traggic) • Segmentable statistics, ability to view different user groups data separately • Actionable conclusions • The increase of advertising degree of efficiency, PR, SEO, content, site structure

  9. INTRO What GA allows to do Define site goals Measure goals numerically Define site performance as improvement of goals conversion rate

  10. INTRO CONVERSIONS MODEL DESCRIBE ONLY A PART OF MARKETING Not to forget: we are measuring conversions, but not only final steps are important (see Atlas Researchhttp://mediarevolution.ru/audience/behavior/1615.html)

  11. Why GA GA advantages • Free to use, traffic limitation is not noticeable and only for large sites • Can define goals and segment audience — both pre-filtered and post-filtered • Open platform with API, ability of data reorganisation • Access control • Nicely designed reports • Highly customizable • Several data collection modes • Campaign tracking • Multilingual • Detailed background information • Support infrastructure (certified specialists and agencies) • World leader's product with a developed infrastructure and integration with other products

  12. GA FEATURES DATA COLLECTION MODES • Pageviews • Javascript actions • Search queries • Events • E-commerse • User defined and custom vars

  13. GA FEATURES GA DRAWBACKS • Not realtime • Time on site doesn't include last page • Visits of the same user are reported as separate • Direct visit is reported with the previous source • Drops previuos source history (can use &utm_nooverride=1 to keep, but then the current is dropped) • Doesn't show cyrillic from URLs • Too complicated, not transparent • Big traffic chunks sampled • Traffic limited to 5 mln pageview/month (spend $1 /day to remove limitation) • Doesn't now Russian federal meta-structure • Russian translation is bad • Google doesn't promise to keep data longer than 18 months (although it keeps for now)

  14. Why GA TRAPS • Search traffic includes both paid and non-paid • Nearly any report can be split by traffic source via drop-down menu • Visit source doesn't really show where a user came from this time. GA has its priorities, they seem to look like this: cpc > organic > referrer > direct

  15. GOOGLE TOOLS Adjacent tools • SEO: Webmaster Tools (Yandex, Google), Sitemap, Site-Auditor • Additional counters for control purposes: LiveInternet, Rambler's Top100, Yandex.Metrica, Openstat • Add-ons for Google Analytics: EpikOne SiteScan (installation check), Firebug и WASP (Firefox diagnostics plugin), Data Feed Query Explorer (manual API queries) • Integration: Adwords (extended keywords stats), Adsense (for publishers — which pages earn more)

  16. TOOLS EPICONE SITESCAN • Checks if GA code was broken by CMS • Recommended by Google • Only 1000 pages free — enough to catch a problem if there is any

  17. GA FEATURES What we have on screen

  18. GA FEATURES SCREEN ZONES 1 — general account settings (including language selection) 2 — choose an account 3 — choose a profile for this account 4 — choose date range and time scale for chart 5 — setup segments (left) and choose ones (upper right) 6 — main reports menu 7 — customizable reports 8 — view visits metrics, goal conversions, e-commerce transactions (content efficiency in content reports,event — in event reports) 9 — choose report type (table, pie-chart, bar-chart, compare to average, summary) 10 — drop-down to choose split parameter 11 — choose parameter (or two) to graph 12 — extra services: subscriptions, visualisations, animations, data export

  19. GA FEATURES THREE DATA SETS Sales page can be counted both in goals and transactions reports. The difference is seen, when the same user has made several orders. There will be one goal and several orders. Goals conversion Basic metrics • View depth • Bounce rate • Time at site Sales conversion Content and Events reports have different tabs

  20. GA ABILITIES URL BUILDER • For companies with a large number of sources or key words it is recommended to prepare URL in Excel

  21. TOOLS MAKING LINKS IN EXCEL If you use big keywords list in pay-per-click systems, create links in excel: • Including adwords if accounts are not linked • Use SUBSTITUTE and CONCATENATE For example, if link is in column Е, and keyword in column А: =CONCATENATE(E1;"utm_source=google&utm_medium=cpc&utm_campaign= adwordsua&utm_term=";SUBSTITUTE(A1;" ";"_"))

  22. TOOLS Which UTM goes where Mandatory • campaign – Campaigns reports or Campaign in drop-down • source – Source in drop-down • medium – which pie share will be added to, Medium in drop-down. There's also «Source/Medium» report (All traffic sources) Optional • term – Keywords report, Keyword in drop-down • content – Ad Versions report, Ad Content in drop-down

  23. TOOLS HOW TO DEFINE GOALS • Goals work only post-data, can't apply to previously collected. • Add goal price to transfer value to pages on the way to this goal • Goal could include path — mandatory (not counted if not through these pages) or optional (displayed as funnel). • Different match modes: beggining of address, part, regular expression.

  24. TOOLS REGEXPS Line start - ^ Line end - $ Any character - . Dot - \. Square parenthesis — list of possible characters, intervals with minus, for example [0-9] — all digits Any number of characters (even zero) - * 1 or more of characters - + 1 or zero characters - ? Example: ^/item/.*/order$ Includes /item/2345/order Includes /item/we2d3/order Doesn't include /item/2345/order/done

  25. GA FEATURES E-COMMERCE — ORDER DETAILS Includes: • Price (taxes and delivery separately) • City, region, country • SKU, title, type • Number and price of items in order Reports include revenues, conversions, item types, daily sales

  26. GA FEATURES E-COMMERCE • Notsuitableforaudit, justformarketingtrendsanalysis • E-commercetabappearsinreports

  27. GA FEATURES AUDIENCE SEGMENTATION • Most reports are viewable only for certain audience part (segment), which is defined in segment builder • Segment is viewable separately or with whole traffic. Can't see just two segments. Example: we had one campaign with different utm_campaign parameter: • vtv_yandex in Yandex, • vtv_begun in Begun and several AdWords campaigns with names like • «Persons (eng) — search» • «Persons (rus) — net». Segment builder allows to combine them to get combined statistics for this campaign.

  28. GA FEATURES VIEWING REPORTS BY SEGMENTS • Segments are personal for you, other users of this account can't see them, until you share. • Compare overall and «deep» traffic. Discover that teasers have only 4,73% deep visits, Begun - 12,87%, Yandex - 13,85%!

  29. GA FEATURES REPORTS BUILDER Custom reports are needed to: • Remove unneeded data • Create missing set Two types: metrics (measurable like pages/visit) and dimensions (set of kinds, like cities). They intersect. There are some complex rules what can be intersected with what.

  30. GA ABILITIES WHAT USER REPORTS CAN INCLUDE Standard reports don’t include everything. Report constructor contains 52 parameters (visitors 15, sources 10, content 8, commerce 7, computers 12), whereas usual reports contain only 23. For example, I can make a review on a key word Source/medium and see paid and organic clicks from the same search engine separately.

  31. GA FEATURES EXAMPLE OF USER REPORTS — LANDING PAGES VALUE Default landing pages report is just a list. If we have goal prices defined and/or we have e-commerce tracking, then we can see landing pages monetary values.

  32. GA FEATURES ONE SITE — SEVERAL PROFILES • working • no-filters backup • experimental filters

  33. GA FEATURES FILTERS Easiest one — not to report own office clicks: your office admins tell what addresses your office use

  34. GA FEATURES EXAMPLE OF COMPLEX FILTER How to save original keyword However there is a problem with the Russian language

  35. GA FEATURES EXAMPLE OF COMPLEX FILTER — HOW TO SAVE ORIGINAL REFERRER GA cleans Referral path if visit has source defined via utm. But we can use filter to save Referrer to User Defined field. Then for advertisement placement Site.ru We can create «User defined includes site.ru» and check, who has really come from the site.ru, and who has returned from a different site (GA still shows that source is site.ru for these visits).

  36. WHAT TO MEASURE CLICKS are not equal to VISITS • Visit costs more — not all clicks reach site • Normal discount is 70-90% • Discount can be negative, if there are many returning visits Example

  37. WHAT TO MEASURE QUALITY PARAMETERS • Viewing depth is important for content sites • Time on last page isn't measured • Regular visitors can read for long, or just check the frontpage for updates and leave.. • Promo-sites can have 2pages/visit, games - 7. • More active campaign — less depth: check depth separately for new and returning visitors.

  38. WHAT TO MEASURE SCRIPT TO MEASURE TIME ON LAST PAGE

  39. Visitors of which countries have examined the site longer

  40. WHAT TO MEASURE BOUNCE RATE • Easiest way to assess traffic quality — a user who opens just one page and then leaves the site. • Normal bounce rates vary widely: 30-70%. • Depends on site structure and landing page: if it shows a list, it's bounce rate will be less. • More misleading advertising — more traffic, more bounces. • Check bounce rate separately for new visits.

  41. WHAT TO MEASURE EXAMPLE — BOUNCE DEPENDS ON LANDING PAGE Link leads to an article or an article list. Bounce differs significantly, conversion — not that much.

  42. ACTIONABLE CONCLUSIONS TRAFFIC PIE PR, WOM, partnerships,direct ad buys Purchase of media traffic: banners and teasers (utm_medium is unknown to GA) Improve site structure and content, contests,WOM SEO, PPC

  43. ACTIONABLE CONCLUSIONS LANDING PAGE Many factors affect efficiency

  44. ACTIONABLE CONCLUSIONS CONTENT AND STRUCTURE Do pages work well: • Which pages lose visitors most (absolure and relative)? • What goal funnels look like? • Do you give users what they look for (keywords, site searches)?

  45. ACTIONABLE CONCLUSIONS MAIN ACTIONS • Choose the lowest goal price of ad buys • Use search traffic quality data to adjust SEO and PPC • Rework pages which lose traffic most

  46. ACTIONABLE CONCLUSIONS EXAMPLE OF PPC USAGE 1) Export keyword reports (organic) to XLS. 2) Sort by number of visits, drop low visits lines, sort by bounce rate. 3) Take 500 words with the lowest bounce rate, import to AdWords with 1 cent bid. 4) Getting good targeted low-frequency traffic cheap in good numbers.

  47. ACTIONABLE CONCLUSIONS EXAMPLE - SEO • SEO companies work with keyword lists. Higher frequency generate more traffic, but they are more expensive as competition is higher. • Juxtapose organic SEO keywords to goals to decide which keywords are more profitable to “buy”

  48. TO DO SIMPLIEST CHECKLIST • Add Russian search engines • Register site search • Register javascript actions and sales • Check setup via SiteScan • Register Goals • Link AdWords, AdSense accounts • Use utm-links (make sure there are no redirects which will drop them)

  49. TO DO HOW TO ADD SEARCH ENGINES <script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var pageTracker = _gat._getTracker("UA-XXXXXXXXXXX"); pageTracker._addOrganic("mail.ru", "q"); pageTracker._addOrganic("rambler.ru", "query"); pageTracker._addOrganic("qip.ru", "query"); pageTracker._addOrganic("nigma.ru", "s"); pageTracker._addOrganic("aport.ru", "r"); pageTracker._addOrganic("blogs.yandex.ru", "text"); pageTracker._addOrganic("webalta.ru", "q"); pageTracker._addOrganic("gogo.ru", "q"); pageTracker._addOrganic("poisk.ru", "text"); pageTracker._addOrganic("km.ru", "sq"); pageTracker._addOrganic("liveinternet.ru", "ask"); pageTracker._addOrganic("gde.ru", "keywords"); pageTracker._addOrganic("quintura.ru", "request"); pageTracker._addOrganic("akavita.by", "z"); pageTracker._addOrganic("meta.ua", "q"); pageTracker._addOrganic("bigmir.net", "q"); pageTracker._addOrganic("tut.by", "query"); pageTracker._addOrganic("all.by", "query"); pageTracker._addOrganic("i.ua", "q"); pageTracker._addOrganic("online.ua", "q"); pageTracker._addOrganic("a.ua", "s"); pageTracker._addOrganic("ukr.net", "search_query"); pageTracker._addOrganic("search.com.ua", "q"); pageTracker._addOrganic("search.ua", "query"); pageTracker._addOrganic("blogsearch.google.com", "q"); pageTracker._addOrganic("images.google.com", "q"); pageTracker._trackPageview(); } catch(err) {} </script>

  50. QUESTIONS? Alex Gagin gagin@promo.ru

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