TOP 10 GOOGLE

ANALYTICS REPORTS

http://www.press-feed.com
@pressfeed
#PFGA

Online Newsrooms and Content Strategy

Newsrooms if done right can be an excellent source

for new content. However, in this renewed age of content

marketing, it cant just be the press releases.
Whatever content gets put up has to be compelling

enough for people to want to share. It should not simply

report facts, but should have some sort of human element
explaining what this news means to the target audience.

- Thom Craver https://twitter.com/thomcraver

THOUGHTS ABOUT
GOOGLE ANALYTICS TIPS:
10 DATA ANALYSIS STRATEGIES THAT PAY OFF BIG!
BY AVINASH KAUSHIK

Dana Chinn
Lecturer

chinn@usc.edu
@danachinn

Two types of analytics data

Behavioral research

What people did

as captured by
an action taken on a keyboard or mouse

Attitudinal research

What people say they did

what they think
and

why
as captured by
surveys, focus groups, social media, usability studies

Unique visitors

visit a site
and generate

page
views

What actions indicate engagement?

Visit, regularly
View content, a lot
Interact, often
-- rate, print, vote, take a poll, click on an ad
-- share, e-mail, comment, contribute

Start with an overall view

of

visits by week

Google Analytics measures both visits and visitors in your account.

Visits represent the number of individual sessions initiated by all the visitors to
your site.

15
visits
or sessions

Google Analytics: The Difference Between Clicks, Visits, Visitors, Pageviews, and Unique Pageviews

Analytics Measurement Model E-commerce

Start here

Visits that
come from

Market Motive/Avinash Kaushik

11

Segment

or die!
-- Justin Cutroni, Cardinal Path

Sources Overview

Segment #1: Sources Overview report

13

Where did an external visitor come from?

Did they come based on actions we took?
Visits that come from

Needs to be custom
coded

14

Balanced

Graphs from Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big! by Avinash Kaushik

Too reliant on search

15

Facebook, Twitter and other third-party social media

services are considered referring sites

Too reliant on social media?

Or a site architecture / Google Analytics set-up issue?

16

Segment: Visits that came from branded vs. unbranded

search terms
Visits from people who
were signed in into
Google
Brand name
Advertising slogan

Visits from
branded
search

Name of your CEO

Topic you want to be known for
Topic you dont want to be known for
Topic you didnt know you were known for

Visits from
unbranded
search

Landing Pages

Segment #2: Landing Pages report

18

Visits that came from

search
or
Facebook
or
from a bookmark
or
from an e-mail campaign
Where did they land?
What happened when they got there?
Did they stay? Buy? Leave?

19

Bounce rate
The percent of visits
with only one page view

I came. I saw. I puked.

-- Avinash Kaushik on bounce rate

A bounce: a visit with only one page view

20

Site bounce rate

Forty-six percent of the 11.1 million visits that came

to our site in the last 12 months
bounced.
In other words, there were five million times
someone came to the site, looked at one page, and
left.

21

Site bounce rate: Interesting

but ultimately not actionable

22

Landing page bounce rates by traffic source

give actionable insights
How many people came to the site directly.

and landed on the home page

and bounced?

Goals

Segment #3: Goals report

24

Visits that came from

search
or
Facebook
or
from a bookmark
or
from an e-mail campaign
and resulted in a micro-conversion
vs.
a macro-conversion
vs.
?

25

Goals and goal values differ by

company and project

Goals need to be
set up in Google
Analytics

Images from Market Motive and Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big! by Avinash Kaushik

Conversion Funnels

Segment #4: Conversion funnels report

27

Funnels provide a wealth

of actionable information
that can have an
immediate effect on
website success.
Any defined processes,
no matter how small,
should be measured using
a funnel.
-- Justin Cutroni

From Applying Google Analytics Goal and Funnel Techniques, by Justin Cutroni, Public Media
Metrics

Of all of the visits that came in directly, how many

converted, or resulted in a sale?

Landing page with internal search window

Internal search results

Product description and price

Product added to cart

Account sign-in

Review /
pymt.

Purchase
confirmation page

29

100% conversion

Ill-defined

Most common

Optimal

Poorly converting

From Advanced Web Metrics with Google Analytics (third edition), by Brian Clifton

MCF Assisted Conversions

31

Segment #5: Multi-Channel Funnel Assisted Conversions

Report

Visits from

that resulted in a conversion

From Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big! by Avinash Kaushik

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?

Mobile Devices Report

Segment #6: Mobile Devices Report (mobile web)

33

Should we use a mobile-optimized,

responsive design for our site?
20% of visits DID
use a mobile
device

20%

80%
80% of visits
did NOT use a
mobile device

20%
Week 1

Week 2

Week 3

Week 4

34

Visits to a mobile site result in different behavior and

outcomes

Old mobile web site

same as fullsized site

New mobile web site

New full-sized web site

and thus need to be analyzed differently and separately

In Page Analytics

36

Segment #7: In-Page Analytics Report

How do these
click
percentages
differ by traffic
source and
landing page?

Image from Google Analytics Tips: 10 Data Analysis Strategies That Pay Off Big! by Avinash Kaushik

Location Report

38

Segment #8: Location Report

So what?

Only small percentages of visits to

our site come from cities and states
were targeting with our new
marketing campaign.

39

Get the data out of Google Analytics and put it in a format

thats meaningful for your companys business goals

China
5%

India
8%
11,439

7,188

Canada,
UK
5%
7,393

All other
29%

U.S.
53%
80,354

45,008

All other includes 183 countries, each with 1 percent or less.

Other U.S. includes other states, each with 5 percent or less.

Other
U.S.
29%
43,715

Calif.
24%
36,639

Search Terms

Segment #9: Site Search Terms Report

41

Visits that use your sites internal search engine:

What were they looking for that they didnt see on the landing page?
What search terms did they use?
Did the search results give them what they wanted?
Did they leave the site when they saw the results?
Did they search again?

42

Are the external search terms paid and organic the same
as internal search terms?
Visits from people who
were signed in into
Google
Brand name
Advertising slogan

Visits from
branded
search

Name of your CEO

Topic you want to be known for
Topic you dont want to be known for
Topic you didnt know you were known for

Visits from
unbranded
search

Social Media

Network Referrals
As your content is
shared it's important to
understand how visitors
from different social
sources engage with
your newsroom

Conversions
Shared content URLs
become the entry points
into your site or
newsroom, driving traffic
from social sources.
Measuring the conversion
value of this traffic will help
you understand the impact
of Social on your business.

Landing Pages
People increasingly
engage with, share, and
discuss content on social
networks.
It's important to know which
pages and content are
being shared, where
they're being shared, and
how

Social Plug-ins
Adding Social Plugin buttons
to your site (for example,
Google "+1" buttons) allows
your users share content to
social networks directly from
your site.
Your social plugin data
shows you which content is
being shared, and on which
networks.

Social Visitor Flow

Top social referrers
Top landing pages
Page drop-off rate.
By comparing the drop-

off rate of social traffic to

other traffic sources, you
can determine which
traffic referrers are
sending the most
qualified visitors to
your website.

The Social Online Newsroom

www.press-feed.com
sally@press-feed.com