Results Oriented Google Analytics 2019
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Transform Google Analytics from a maze of baffling figures to a robust optimization tool that drives the success of your WordPress projects. In this session, you will learn how to “cage the beast” that is Google Analytics allowing you to achieve insights that actually matter. We will cover how to move beyond stock metrics to track meaningful engagement and conversions. Start scoring referrers, content, website changes and much more allowing you to uncover the most effective opportunities for improvement. Finally, learn how to integrate reporting to empower smarter data-driven decisions. For those who are determined to create impactful websites with online marketing that maximizes results, this talk will deliver actionable items you can implement as soon as you get back into your office.
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Results Oriented Google Analytics 2019
- 1. Results Oriented Google Analytics flickr.com/photos/zigazou76/3622235298 Become an Irreplaceable Expert
- 2. • Founded LevelTen in 1999 • Built over 30 open source contrib projects. Mostly Drupal & WordPress • Certified Scrum Product Owner • Frequent speaker and trainer on web development, content marketing and project management • Organizer of several user groups, meetups, and conferences @levelten_tom
- 3. Success Metrics Measure What Matters
- 5. Conversion goals Type of site Goals Ecommerce Purchase Lead gen Sales ready lead Publishing Subscribe, sticky visitors, ad clicks Branding Engaged advocates Info/support Positive self service experience Attract Convert
- 6. Measurement plan What is measurable? How can we create measures for our business objectives Which metrics should we associate utility value What value? Objectives Metrics
- 7. GA Goals Structure • ID: 1-20 • Name (fixed) • Value Features • 20 per property • Triggered by URL, session metrics, events • Counted only once per session • Value = $ (utility) flickr.com/photos/3oheme/5141328136
- 8. Assessing value: methods Exchange value price parties are willing to buy and sell in a marketplace Production value cost in materials and labor to produce Use value Based on the utility an organization derives
- 10. Macro & micro conversions micro micro micro macro Macro Micro Ecommerce Purchase Coupon download, add to cart, add to wish list Lead gen Sales ready lead Educational (ToFu) conversion, brand conversion (BoFu) conversion, Sales conversion (BoFu) Publishing Subscribe, sticky visitors, ad clicks Visitors, sticks, pageviews Branding Engaged advocates Social shares, social follows, comments, positive mentions Info/support Positive self service experience search, related article clicks, voting
- 11. GA Goals Structure • ID: 1-20 • Name (fixed) • Value Features • 20 per property • Counted only once per session • Triggered by URL, session metrics, events • Value = $ (utility) flickr.com/photos/3oheme/5141328136 GA Events Structure • Category (variable) • Action • Label • Value • Custom dimensions & metrics Features • Unlimited • All and unique counts • Triggered by website Javascript • Value = general
- 12. Events config
- 13. Comprehensive scoring Attract Convert Improve Engage Traffic value + Engagement value + Conversion value Value score (utility) Traffic Metrics GoalsEvents
- 14. Analytics power hacks Track all interesting interactions with events Trigger goals with events - Event category ends with + Add identifier to signify value = $ (valued events) - Event category ends with !
- 15. Extending Goals & Events Events Goals Valued events does not credit value score credits value score credits value score every hit counts only one counts per session every hit counts unlimited limit of 20 unlimited Event Video scroll [Video title] [Video id] 50 Event Social share click! [social network name] [loc#id] 10 Valued Event Social share click ($)10 Valued event Standard event Event Form submission: Sales submission+ [Form title] [Form id] 100 Goal Sales submission ($)100 Goal event
- 16. Big Dimensions Uncover Value Drivers
- 17. 1 Blog B 1 Thank You A 1 Offer A Dimensions & metrics session page hit goal completion goal value 1 1 1 25 1 25 Blog A 1 Blog C 1 25
- 18. Content • Hostname: domain name • Page Path: URL path (after domain name) • Landing Page Path: URL path of entrance page • Exit Page Path: URL path of last page hit
- 19. Traffic sources • Medium: type of source. E.g. organic, cpc, display, referral, email • Source: domain or site name. E.g. google, yahoo, bing, facebook, yelp • Referral: URL where link was clicked • Keyword: paid or organic search keyword • Campaign: custom campaign name • Content: custom name for copy version Power Tip: Traffic sources can be customized using UTM parameters in links
- 20. Audience segments • Location: country and region • Language: language set in browser • Browser & OS: what browser the visitor is using • Devices: If phone, tablet or desktop • New vs Returning: if a visitors first visit
- 21. Custom dimensions flickr.com/photos/3oheme/5141328136 Scope • Hit (page) • Session • Visitor Scope • Sent via custom Javascript • Setup in GA admin Limits • 20 per property • 150 chars
- 22. Page attributes flickr.com/photos/3oheme/5141328136 Content type Section Media Categories Tags Language Revision Author Publish date/age Page intent Text stats Readability Extracted terms Sentiment Tone/voice Features/hook
- 23. Visitor attributes flickr.com/photos/3oheme/5141328136 Behavioral • Social sharer • Commenter Page views • Topic interests • Authors • Tone System status • User / User Role • Subscriber • Customer Form fields • Job Role • Demographics • Psychographics
- 24. Session attributes flickr.com/photos/3oheme/5141328136 Concurrent split tests Release testing • Git tag / commit hash • Plugin versions Responsive breakpoints
- 25. Inspect & Adapt
- 26. In the long run, the only sustainable competitive advantage is your organization’s ability to learn faster than the competition. - Peter Senge
- 27. Five Disciplines of a Learning Organizations 1. Personal mastery – commitment by an individual to the process of learning (driven by creative tension) 2. Mental models – assumptions (best practices) held by individuals and organizations. Models must be challenged. 3. Shared vision – creates a common identity that provides focus and energy for learning. Built on the individual visions of staff at all levels. 4. Team learning – ability of the team to learn and think as a whole where the sum is greater than the parts. Driven by open dialogue, discussion, shared meaning and shared understanding. http://www.flickr.com/photos/rytc/282673909 5. Systems thinking – A conceptual framework that allows people to study businesses as a bounded objects (close systems). Created by making all characteristics apparent at once, in particular connections between cause and effect (feedback).
- 29. Reporting • Google Admin • Stock reports • Custom reports • Data Studio • Custom • Export • Data API
- 30. Inspect often • Site performance review • Editorial calendar planning • Backlog grooming / Sprint planning • WordPress admin
- 31. Adapt • Treat every change as a data driven experiment • Regularly analyze to uncover high value producing inputs and segments • Use value to focus team and prioritize. Do more of what works and less of what doesn’t
- 32. Intelligence
- 33. Event admin
- 35. scoring page Scoring value Valued Event Value Traffic Value Goal Value Total Value Score
- 36. Site scorecard
- 37. Content scoring
- 38. Page scorecard
- 40. Thank you! Tom McCracken LevelTen Interactive Director Phone: 214.887.8586 Email: tom@leveltendesign.com Twitter: @levelten_tom Blog: leveltendesign.com/blog/tom LinkedIn: linkedin.com/in/tommccracken Download Intelligence Plugin for WordPress: https://wordpress.org/plugins/intelligence/ Download Intelligence Plugin for Drupal: https://www.drupal.org/project/intel