Google Analytics: top tips to maximise impact and insight

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2 Google Analytics: top tips to maximise impact and insight July 2016 Prepared by Mary Butlin NOTE: all statistics in this presentation are for illustration only. 2

3 Introduction to Tonica Tonica is a marketing insight company led by Mary Butlin who has over fifteen years experience in market research, insight and analysis. We specialise in three main areas; Market Research & Insight Market Planning Data Protection and Customer Relationship Management Database Procurement, Data Analysis & Segmentation Technology for Marketing & Advertising Digital Analytics, Digital Advertising, Web projects 3

4 Some of our clients Luxury British Lingerie Brand British Haircare Brand

5 Top Tips for Google Analytics 1. Improve Accuracy 2. Gain Insight 3. Build Relationships 4. Referrals & ROI 5. Define Success 6. Optimise your Reporting 7. Focus on your Audience 8. Be inspired 5

6 1 a). Improve Accuracy; Notifications Read the Notifications that appear in the top right of the screen & aim to resolve as many as possible 6

7 1 b). Improve Accuracy; remove Staff Admin / View drop down / Create New View Name your View, e.g. Your Organisation without Staff and Set the Time Zone Click Filters / Add Filter. Choose Exclude and traffic from the IP address and that are equal to from the menus Put in your work IP address (check with IT if you re not sure) 7

8 1 c). Improve Accuracy; use Annotations Click the small grey arrow under the Overview Chart and select Create New Annotation. You ll then see key dates with little comments/post-its, e.g. Google Places set up, new Season launch 8

9 2 a). Gain Insight Demographics Enable Demographics Navigate to Audience / Demographics 9

10 Enable Interests 2 b). Gain Insight Interests Navigate to Audience / Interests / Overview 10

11 2 c). Gain Insight Benchmarking Add an Industry under Admin / Property Settings Access Benchmarking under Audience / Benchmarking 11

12 3 a). Build Relationships Link Google Adwords Once Google Adwords and Google Analytics are linked you can see indepth information about your campaigns in GA, including Search Queries 12

13 3 b). Build Relationships Link Search Console Google Search Console shows you how many impressions your search listing is receiving and the average position your site is shown in for each search term. 13

3 c). Build Relationships Link Email Software Once linked

14 3 c). Build Relationships Link Software Once linked your Campaigns will show in Acquisition / Campaigns 14

15 4 a). Referrals & ROI; Address Spam Visit Acquisition / All Traffic / Source Medium Use this blog: megalytic.com/blog/how-to-filter-out-fake-referrals-and-other-googleanalytics-spam to remove spam

16 4 b). Referrals & ROI; Self Referrals If your website, your box office system or your payment provider appears as a referral it could make any ROI calculations impossible. To resolve Self Referrals visit this blog; online-metrics.com/self-referrals/, for Box Office/Payment referrals talk to your provider YourWebsite

17 4 c). Referrals & ROI: Return on Investment When Referrals work well and they are combined with Ecommerce tracking, they will demonstrate the ROI of your activities for example, identifying blogs that are boosting your income

18 5 a). Define Success; Create Goals Visit Admin / Goals. Good examples of Goals for Arts organisations are: reaching the Basket page; completing an Order; Dwell time of more than 5 minutes; visiting the Support pages; and/or visiting the Education pages. 18

19 5 b). Define Success; Ecommerce Tracking Ecommerce tracking enables you track your sales within Google Analytics The Ecommerce Conversion rate will help you track improvements to your site Ecommerce revenue allows you to track ROI of your activity 19

20 6 a). Optimise your Reporting; use Custom Alerts Admin / Custom Alerts, e.g. set up an alert in case tracking drops out 20

21 6 b). Optimise your Reporting; use Dashboards Setting up a Dashboard allows you to collate all your important stats in one overview you can set it to auto- as a pdf on a regular basis. 21

6 c). Optimise your Reporting; Quarterly/Annual Reports

followers, 97 likes, 1212 tweets 322,928 Pageviews 39% Bounce

New visitors 2490 likes 21% of visits from the US generating

22 6 c). Optimise your Reporting; Quarterly/Annual Reports 64,855 web visits (sessions) 21,269 Taken in online sales 991 followers, 97 likes, 1212 tweets 322,928 Pageviews 39% Bounce rate 50,291 users 2 mins 32 secs Average Session Duration 77% New visitors 2490 likes 21% of visits from the US generating 21% of revenue 24% of visits from the UK generating 34% of sales 22

23 Use images to communicate key messages. 23

24 7 a). Focus on your Audience; Advance Segments Ask key questions for your Quarterly and Annual report, for example; how do High Value Bookers vary from other website visitors Create segments to explore key groups in your data 24

25 7 b). Focus on your Audience; Advance Segments In this segment analysis, US visitors were more likely to be referred by Twitter;

26 Be Inspired Case Study 26

27 Case Study; Ecommerce Conversion Rate There has been a 450% increase in conversion rate from 2014 to 2015 this increase in conversions has been the driving force behind the increased revenue

28 Top Tips for Google Analytics 1. Improve Accuracy Read the Notifications, remove Staff & use Annotations 2. Gain Insight Demographics, Interests & Benchmarking 3. Build Relationships link Google Adwords, Search Console & your software 4. Referrals & ROI Address Spam & Self-Referrals and measure ROI 5. Define Success create Goals & set up Ecommerce 6. Optimise your Reporting use Custom Alerts, Dashboards & Quarterly/Annual Reports 7. Focus on your Audience set up Advanced Segments 8. Be inspired - Case Study increasing Conversions & ROI 28

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