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11.01.2015
Occam's Razor by Avinash KaushikDigital Marketing and Analytics BlogGoogle Analytics Tips: 10 Data Analysis Strategies That Pay Off Big!
But it turns out Google Analytics, just like SiteCatalyst, WebTrends, and other web analytics tools, already has plenty of pretty valuable deeply insightful stuff in it.
As we hopefully look forward to an exciting year, let's take a moment to address the latter challenge.
One way to do it is for me to just tell you what my top ten Google Analytics reports are that you could familiarize yourself with. Each selection by me of a top ten (standard!) report in Google Analytics below includes a small brain dump of quick insights, Google Analytics tips if you will, I seek when I'm looking at that report.
I guarantee that if you invest this time, you'll find 5x better insights when you log into Google Analytics or Adobe SiteCatalyst.
Below are the top ten standard reports in Google Analytics that you should know well, especially if you are only a part-time user of Google Analytics. If you are an Analyst, of any tool, check out the Bonus tips included to kick your efforts up a notch or two. It is hard to get overall search keyword performance in GA, so grab this quick custom report All Search Performance and apply the standard advanced segments to it (Non-paid Search Traffic, Paid Search Traffic).
While you look at three reports, you quickly end up with a robust understanding of *all* the things the company is doing and a detailed understanding of paid and organic search performance.
Bonus: Smart people look at the Page Value delivered by each landing page and not just bounce rates. The difference between companies that win and the companies that will lose is simply this: Economic Value. If the answer to either question is no, at best the company will scratch out a living on the web. If *all* your campaigns *always* include campaign tracking parameters, this report is really good at answering this critical question: Is channel x more likely to be at the end of the conversion process or drive traffic that might convert later via a different channel? Even if you never get into the mess of attribution modeling and all that other craziness, you are much smarter by just analyzing the data, and implications, from at this report. There is no simpler way to understand how consumers are behaving on a company's website then to just look at their clicks. On the home page it is so easy now to see which product categories people really care about (Calico Critters! Bonus: Open your top landing pages in this report and then apply the Advanced Segment (button on top of the report) for your big traffic sources to see how differently your visitors click.
Bonus: Every GA report shows clicks you actually get, there is only one that shows you clicks you could possibly have gotten. It shows, by country, where you currently show up on Google properties (Impressions) and the number of clicks you get.
Another hugely underutilized resource is the intent your visitors are actually expressing on your site by typing into your site search engine (best way to stink is not to have one).
Do you know what are the top things people are looking for that they can't find on first glance? Bonus: This might be stretching it a bit but 100% of your internal site search terms should probably be on your SEO keyword list and likely a part of your Paid Search campaigns. Any Analyst worth their salt will spent a lot of time trying to understand what is happening on the site in conjunction with trying to understand what happening inside AdWords! Additionally it has pre-built drilldowns (below) that allow you to navigate this performance in context of your AdWords account structure.
There is a lot more you can do in terms of AdWords Analytics, most of your starting points sit in the above report. If you are able to master the standard set, you'll be above average when it comes to understanding site performance. We have viewed over 50 large Google Analytics accounts and have found that Multi Channel attribution cookies do not interact the same as with other reports. For example Days and Visits to Conversion in Ecommerce is different from Time Lag and Path Length in MCF, even though they supposedly seem to be the same thing. You can see how easily MCF and all other standard GA reports will show different numbers (as Oggy showed above).
Now you are looking at how the two models report data and the last column in the table shows the differences between the two.
PS: I did not want to complicate this but the look back window applied to reports also causes a small difference between MCF and standard GA reports.
Thank you for your contribution to everyone, your idea of value will change the way the world does business. On the right nav of the site you'll also see links to various plugins (including WordPress). By the way I'm really excited that share some views for track file or download file track function through Analytics.
I believe those new to GA will be energized and excited by opening these reports in their own accounts.


Your posts always act as a very reliable guide to convince people looking at data a better way. One thing that really makes my day an even greater Analytics day, is using the advanced filter feature. Now you have the truly prioritized list of landing pages with enough traffic to work on, and with the highest bounce rate. With these getting popular wouldn't it be difficult to capture site analysis using GA and other tools. Harpeet: Privacy is an ever evolving area in context of digital, one that we should keep a close eye on.
I was always a huge fan of the in-page analytics but the tool doesn't seem to work on my current companies site. Single purpose tools all suffer from the same problem, they do just one thing really well (and they do it really really well). Many of my projects start with Crazy Egg, because it is an awesome way to show the power of data to make actual decisions. There is a tendency to run away from what you have (from multi-purpose to single-purpose or single-purpose to multi-purpose) too quickly, without having extracted sufficient value. Have been reading and taking notes from both of your books about analytics and finding them fascinating.
I loved reading through this article, looking at our GA account, learning about the custom reports and perusing to understand more. Kathi: Step number one would be to identify the macro and micro outcomes on the site (why does the site exist).
This is an really extensive overview full of ideas on what to track – love how you have links to custom reports, so easy to use now for my own sites! This is the landing page for the application, coding along with the paypal integration was done by Whale Shark Studio.
In fact WordPress has a lot of features that make it easy to use as a CMS – content management system and static pages are important. YOUR PRIVACY IS IMPORTANTThe UK & EU regulations have changed about how businesses should manage cookies and data privacy. The problem is that you'll know where to go, but not what to look for when you get there. But in case you want to win big rather than just win, I encourage to read the six tips outlined in this post: The Biggest Mistake Web Analysts Makeā€¦ And How To Avoid It! Find high bounce rates for one segment (Paid Search) and look at other segments (Display) where pages have low bounce rates. Prioritize using a mix of bounce and page value, analyze details using referring keywords and referring urls (drilldowns are already built into above custom report!). Do you understand how elements of your paid, owned, earned inbound marketing efforts drive each of these? You can't walk into any about digital or not about digital at all meeting without a solid grasp of where the company is when it comes to mobile. It has unique built in drill-downs, customized metrics that give you the ability to deeply analyze mobile data by devices, search behavior and content content consumption (click on each tab). Then at least for your top most landing pages, consider creating a custom one for each of the main traffic source.
That is very cool because if you have a link in the header, a link in the side bar and a link in the main body all pointing to the same product page, Analytics will show you exactly how many people click on each of those links.
Sure they can sprout the number of tweets or top search keywords, but rarely do they have a robust understanding of the geographical distribution of their audience. Changes campaign targeting, changes content development, changes social strategies, changes product mix, changes keywords for search engine optimization. It took me 110k impressions to get 10k clicks in the UK and 60k impressions to get 10k clicks in Germany.
Admire the default view for a second, but quickly switch to Goal Set 1 (or Ecommerce if you are one of the aiming to hit a low bar with no Goals defined). If people are coming to your site and looking for stuff (and you have it) then there is no better signal to grow your keyword list. My additions will be geo targeted by which keywords on my site were searched for from each country! It comes from my recent post Google Analytics Custom Reports: Paid Search Campaigns Analysis .
Identify if you can optimize your AdGroups to deliver higher performance (impressions, clicks).
Better still, you'll be able to identify a robust set of actions that will please the toughest CEO and over a period of time earn you a glory and a higher salary. I.E If you came on a email campaign (or organic search or display ad click or social source etc etc) and then came back again directly to the site (say x days later) and convert then your conversion will be attributed to email. This is a great way to start appreciating your visitors in ways that will make the Web a better place to surf.


First this allows me to track those clicks, but more importantly it allows me to capture those clicks as goal conversions (clicks to my books, Market Motive). Not as rich a source, but a source none the less that we can throw our log file parsers at. How it happened to me, number of visitors will be smaller than the number of new visits and this could cause a misunderstanding (at the first sight). But it is often hard or impossible to segment the data or tie it to your other data or do pan session analysis or do other things that you'll easily find in a multi-purpose tools like SiteCatalyst or Google Analytics or others. It comes with very simple analytics reports, but they are perfect for a big majority of people to make lots of data-driven decisions. I don't want to learn how to use GA, but more how to dig deep into the data and tips on analysis for useful insights. One feature is that a user can create static pages that integrate or fit in with the theme of the site. Currently Damien is specialising in the development of project management tools using jQuery, SharePoint and stuff. Sometimes I wonder if we should actually be all that excited about the insanely cool stuff if the sanely cool stuff remains unmastered. Better organic keywords, performance for same words between organic and paid, goal value comparisons, so much more. Great landing pages equals more customers enticed to engage plus higher conversions plus higher (AdWords) quality score. This report shows all the goals converting, in addition to the ecommerce order now conversions. For the same number of button presses you'll get 25x more value than Google Analytics. What is causing a particular keyword, email campaign, display ad, offer, to convert higher or lower? And just as in 2012 magic pills will be scarce, FUD will be plentiful, and vendors will promise the moon.
After that if you can't resist the itch, go play with the, now free to everyone, Attribution Modeling Tool in GA.
You can then eliminate the big promo in the side bar because you now have data which shows that zero people click on it (because it looks like a banner ad!). Do you know how many of those top expressed wishes then lead to a zero (!) percent conversion rate? Above it merges data from AdWords with your site performance data (how cute is it that you can see cost per click and revenue per click right next to each other!).
Identify what your Match Type decisions are doing to your performance (Broad, Phrase, Exact, what's up?). I've taken the opportunity to spend my brain cells on the higher rung items (for example the one outlined at the top of this post). Tools need to go beyond classic reporting and start wondering how they can be useful in the real world, where people have such little time to dedicate to numbers, and action is so difficult to achieve.
Though I agree there's a trade off, I think multi-purpose vendors are sometimes too inclined to just collect more data instead of thinking what to do with it i the context of business. Here is the easy and quick solution for how to create a custom template and have a fresh new look for landing pages or static pages. This post is not about how to create your own template – this post is how to create a page template just for a landing page or promotions page. Missing calls to action broken links, not enough content, content unrelated to the ads, something else?
Is there a better way to make money than to take it from people who have started the checkout process and want to give you money? And when I look at Conversion Rates there are a whole bunch of countries that are way better than USA (#47!).
It is better to start simple, as you advocate, extract as much value as is humanly possible, then move to something else. Is the error checking when the person submits the page or is it (awesomer) in-line when the person moves from one field to the next?
You can also easily see that zero people have clicked on the ScooterX Skateboard (time to remove it), at least some care about Mini-Motos but what people really care about is the Marble Run (pimp away!). If email assists, can we understand its order in the conversion process and which channel it most assists?



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