In a recent post, I talked about how a marketer can use basic Google Analytics data. Now I’m going to focus on some advanced slicing and dicing to help you better understand the behavior of your site’s viewers and customers using advanced features of Google Analytics.
Marketers can learn how many users take what steps towards goals (conversion tracking); what documents they download and links they use (event tracking); and what groups of users visit certain pages or take specific actions (segmentation analysis.)
GOALS AND CONVERSIONS
Marketers can set a goal by specifying the various pages a visitor has to click through to reach that goal. For example, a workshop signup goal might have these steps: workshop page, workshop description page, signup page, credit card page, and “thank you” landing page. This series of pages is called the funnel.
To set up a goal, go to your Aanalytics settings page, the page that lists the websites on which you have Analytics running. The column on the far right of the Website Profiles table is called Actions. Click Edit there to set up a new goal. Scroll down under Profile Settings, below Main Website Profile, to the section on Conversion Goals and Funnel. Add up to 4 goals there. To get the most use out of goals, use them in conjunction with Google Adwords campaigns.
Stats to focus on: goal abandonment and goal conversion rate
Questions to ask yourself: On what pages are customers abandoning the funnel, and what changes can you make in those pages to encourage them to take the next step? How many potential customers who click over from a Google ad actually complete the purchase? Is this number increasing or decreasing from earlier periods, and why? What can you change to increase it?
Google site: Goals and Funnels
7 minute video on How To Create Google Analytics Conversion Goals
Google Analytics Demystified: Goal Tracking and Funnels example of funnel and goal setup for an online store
By pasting a tiny snippet of code into your page, you can track events like email signups , PDF downloads, and the time viewers spend with your Flash content. For example, learn how many people click which outbound links. Or how many viewers download your brochure. Instructions for copying and pasting this code to track specific events is provided in the links below. You create a label that is part of that code. After you install the code and click to test, you should see that label within 24-48 hours under Top Content.
Certain website templates limit your ability to add event tracking code. For example, I am unable to install it on my website, www.scorechicago.org.
Stats to focus on: Under the Top Content section, see the custom labels you have created in the code.
Questions to ask yourself: If you move the location of the link, can you increase the number of signups, downloads, etc? Which links are people clicking on, and how can you add more content or related links to increase interest in your site? How long, on average, are viewers engaged with Flash content? How do these metrics change over time, and why?
How to Track File Downloads in Google Analytics
How Do I Manually Track Clicks on Outbound Links in Google Analytics?
Google site Flash events and _TrackPageview
Google tutorial video: Google Analytics for Flash
Segmentation is just that — the ability to drill down in the data to see how groups of viewers behave. Marketers can answer questions like “How are buyers (those taking the action that I want them to on the site — a purchase, a form submission, a download, a mail list signup) different from lookers?” “What referral sources are they coming from?” “What keywords?” “Are they new users or returning users?”
On the Dashboard or on any other Analytics page, look in the upper right for a link that says Advanced Segments with a default of All Visits. If you click the dropdown by All Views, you can easily segment the page’s data using preset or custom “slices.” Click “new visitors” to see all page data related only to new visitors, for example.
Stats to focus on:Keywords, Visitor Type (new/returning), Source (paid, direct, referral)
Questions to ask yourself: Lets assuming you have set up a “thank you” page to land people on after a purchase, email signup or form completion. Look at that page using pre-determined segments. How does use by new visitors differ from repeat visitors? What referral source is sending most visitors to that page? How can you beef up actions from the groups/segments you want and reduce those that bounce or don’t buy. In essence, use segmentation to learn how your best visitors differ from lower-quality visitors and how to alter content to meet the best-customers’ interests.
So many options, so much data. Are you digesting it all? Analytics pros, what did I miss? Please leave me a comment about how you slice and dice, or how you cope with data overload.
GREAT general reference: The Missing Google Analytics Manual