ANALYTICS BASICS ABOUT US Haden Interactive builds optimizes

ANALYTICS BASICS

ABOUT US Haden Interactive builds, optimizes, and manages Word. Press websites for large and small organizations on four continents. WWW. HADENINTERACTIVE. COM Haden Interactive Address: 1337 E. Ash, Fayetteville, AR Phone: 479. 966. 9761 Email: info@hadeninteractive. com 02

OUR TEAM Meet us here at Word. Camp or at www. hadeninteractive. com Rebecca Rosie Gideon Brittany 06

THE MOST EFFECTIVE WAY TO USE ANALYTICS: FIND THE ANSWER TO A QUESTION.

EXAMPLE #1: A CPG MANUFACTURER Web traffic increases, but sales don’t. What’s up? • Identify a signal of intent to buy. • Measure increase in that signal. • Discover that only 35% of visitors have access. • This is a distribution, not a marketing issue.

EXAMPLE #2: B 2 B E-COMMERCE Looks like bing brings big spenders. Should we optimize for bing? • Looking at big spenders shows a lot of bing users. • Looking at bing, not big spenders, doesn’t show higher conversion rates or purchases overall. • Visits from corporate centers are followed by purchases by vendors in the same city. • It’s not bing, it’s the corporation.

EXAMPLE #3: THOUGHT LEADER Are we influencing people, or just getting traffic? How do we know? Who’s visited? Executive office of the president: Visits: 17 Unique Visitors: 12 Pageviews: 77 Senate. gov: Visits: 29 Unique Visitors: 23 Pageviews: 139 House. gov Visits: 336 Unique Visitors: 70 Pageviews: 1, 939 We can say confidently: this is not typical.

WITH NO QUESTION, WE OFTEN JUST LOOK FOR GOOD NEWS.

WHAT’S YOUR QUESTION? 1. Come up with a question – something you’d like to know about your website. 2. As we look at reports, decide which reports might give you the answer.

MAJOR REPORTS There are 4 primary reports and each has a lot of sub-reports

AUDIENCE REPORTS Overview Active Users Cohort Analysis (BETA) User Explorer Demographics Overview Age Gender Interests Overview Affinity Categories In-Market Segments Other Categories Geo Language Location Behavior Technology Mobile Custom Benchmarking Users Flow

OVERVIEW

SESSIONS, USERS, PAGEVIEWS

CHECK UNDERSTANDING Miles, Jorge, Lucy, and Svetlana visited www. example. com. Each of the men visited twice and looked at three pages each time, while each of the women visited three times and looked at one page each time. Svetlana looked at the same page each time, while Lucy looked at a different page on each visit. How many Pageviews did www. example. com receive? 18

USER EXPLORER

DEMOGRAPHICS

INTERESTS

GEO LANGUAGE

GEO LOCATION

ACQUISITION REPORTS Overview All Traffic Ad. Words Search Console Landing Pages Countries Devices Queries Social Campaigns

TRAFFIC SOURCES

SOURCE AND MEDIUM

LANDING PAGES REPORT

QUERY REPORT

BEHAVIOR Overview Behavior Flow Site Content Site Speed Site Search Events Publisher Experiments In-Page Analytics

BEHAVIOR FLOW REPORT

SITE CONTENT> ALL PAGES

CONVERSIONS REPORTS You must set up goals in order to see any of these reports.

GOALS

TOP CONVERSION PATHS

ONCE YOU IDENTIFY A GOAL… • Identify a customer behavior. • Identify an online action that shows the behavior or a sign of intention. • Make sure your website offers a way to track the behavior: • • • A URL visited A length of time on site. An item downloaded. • Set up a goal in Google Analytics.

SET UP A GOAL IN GOOGLE ANALYTICS

DESCRIBE YOUR GOAL

ADD GOAL DETAILS AND CREATE GOAL

SEGMENTS

SET UP A SEGMENT

THEN WHAT? Once you get to know what’s happening at your website, you can improve your website. • Make changes at the website to encourage the behaviors we want to increase. • Fix areas of confusion or abandonment. • Use what we learn about visitor acquisition to make the best allocation of resources. Continue to monitor and respond, because things change.

THANK YOU FOR YOUR ATTENTION ! @REBECCAHADEN REBECCA@HADENINTERACTIVE. COM WWW. HADENINTERACTIVE. COM