Categories
Online Marketing

Web Analytics – Getting Started

What is that? Ok, basically, when you’ve got a website, people go to it and they interact on there. All of that information is trackable. Google analytics allows you to use another free service from google to track how many people are coming to your website. How long they’re gone there, what pages they’re going to what type of browser they’re using where they’re from and so on and so forth? There’s so much information it really could take hours for me to go through it all.

The basic thing I want you use article is that if you’ve got a business and you’ve got a website – and you do not have Google Analytics or some sort of analytics program, you’re, basically running a business without a cash register, both the web sites, even Wars and Analytics because without analytics on there, you really have no idea. What’s going on on your website. Ok, you can anecdotally talk to people and hey.

What do you thinking? I would say? Oh, it looks really pretty, but it doesn’t tell you anything about how much time they’re actually spend on the website, where they’re going to on the website. If they’re accomplishing goals such as filling out, the web form clicking on the phone number if they’re on a mobile phone, what search keywords they typed into Google to get to your website what referring web sites are sending traffic to you? You have no idea about any of this, and Google Analytics is really easy to set up.

Like I said, it’s a free account there’s a little bit of JavaScript code that you need to put into your pages and boom. You start tracking. All this information. You need to get this set up today, if you don’t already have now, if you do have it there’s a lot of things about analytics that can make you think that you’re looking at important information when, in fact, nothing’s really coming out of the scope, the biggest One is that this is visitors.

You might get excited that you’ve got 10,000 people coming to your website each month, but what, if all 10,000 of those people have no interest in anything that your website has to offer, and they leave immediately, is anything well that traffic is worthless to you. So while visitor number is nice and it makes you feel good when it going up – it’s not necessarily important, but you also want to look at our few other factors, one of them being bounce rate.

Now this is a tricky number. What happens is when someone comes to your website and then they hit the back button and they leave your website. That’s counted as a bounce. Well, so, what’s happening here in one way: that’s not good. It means that they come to your website and whatever they were. Looking for wasn’t there, your website did not deliver on something that they need, so they lend. On the other hand, they came to your website.

They saw your phone number, they called you and became a customer. Well, in that case, it’s just fine that they’ve bounced off your website. Maybe they closed the browser right then, and that’s now called a mouse, but you know you can still look at bounce rates and get an idea, especially if you’re doing like a paid Google pay-per-click campaign, your bounce rate is really high. Then that tells you that you need to either tweak what keywords you’re bidding on or you took the content on your website, so a little bit insights there.

But at the end of the day, the most important things that you need to be tracking our conversions on your website, what our conversions, what conversions are? Really anything you want them to be the most obvious one. Is they go to your contact form? They fill out the form and they hit submit. You can set up google analytics to track that as a goal and therefore a conversion, and then you can see hey.

Somebody did a search on Google for this keyword. They came to the site that went to X, amount of pages, and then they filled out that web form, and that gives you insight into going wow. Okay, if that’s converting them, we need to do more content on that. If you’re doing a paid advertising campaign same exact thing, if there’s a referral site, so let’s say it’s basically any site: that’s not a search engine, let’s say Yelp Facebook! You know any any any type of website.

That’s out there, that’s not or Bing or Yahoo. Sending you traffic and that stuff’s converting – and you should reach out to that website and figure out how you can be better positioned on there, so you can get even more business out of it. Maybe you need to find out the five websites that are similar, that site and make sure you’re on them and you’re set up correctly, because something on that site is triggering people to come to your site and then become your customers.

So that’s that’s. Google analytics in a very brief nutshell, as I said there is a limitless amount of things that you can do on analytics, it’s tracking a ton of stuff. I recommend, if you really want to learn this stuff, you know obviously go sign up. Get a google analytics account going, you know, set it up on your website. There’s a ton of books, the big one that I like is from a google or name Avinash.

Is she I’ll even put some information over here? You know what books to get, but he walks you through what are important to look at how to create reports that you can give executives that have actionable data. You really want to be getting on this, like I said if your business owner and you’re not doing Google Analytics you’re flying blind right now, all that money, you’re spending on aunt being online is worthless because you’re not taking any action as far as what’s happening.

It’s a living, breathing organism, traffic changes with the seasons, so you need to be ready for these changes and get content ready and then be able to track what content was actually effective in making you money. So you can spend more time enough it on that. My emails right there comments are down below. Let me know what you think: what did I miss? I’r sure it was a ton, but you know that’s where that’s where we got ta start.

This is Friday. So congratulations until next time, rock on Oh


 

Categories
Online Marketing

2013-06-27 – Webinar – Google Analytics understanding and using the data correctly

The session will include a Q & A section of the presentation, so please put your questions during the session and they’ll all be answered upwards and for those who have joined our online event for the first time, I’ll make a quick overview of who promote home PR And one thing we are entitled to speak on the topic. First of all, promoter is headquartered in Ukraine, but we’ve been operating online since 2004.

Providing complex internet marketing services worldwide, namely SEO search engine, optimization conversion rate, optimization, pay-per-click, advertising and social media mark. For more than nine years now, wood beams google adwords partnership and seminars, leaders, budgets best in church edges for SEO and PPC, as well as a couple of nominations by promotion. Vogue magazine out of our 100 in health experts 30 to hold Google Analytics qualified individual duplicate and round 21 in article advert.

We are also very proud to be working now add more than seventy percent of all most dominant ecommerce sites in our country and we’re also very proud, have been successfully operating, but grants found worldwide touch it inkster the laundry being linked to it works and up so It all gives us enough experience and expertise would share with you today and now I would like to introduce today’s speaker, town before um, and she is a very enthusiastic market here and to really share with you or help best practices and deal analytics.

Okay. Thank you. An are so I’m very glad to see you all today, thanks for being here, and so let’s get started it so the topic of today’s been is Google Analytics how to understand the data correctly. So today we are going to give you an introduction to Google Analytics. We are going to show you how to support the set up goals in Google Analytics, how to understand the principle metrics of Google Analytics and how to integrate webmaster tools and Google Analytics account.

Also, we are going to give you another view of top eight Google Analytics custom reports. These are powerful reports that will be able to give your more insight in short time and will help you on this better understand what is going on with your online business. So, first of all, why should businesses use google analytics, because Google Analytics has such a great amount of data, which shows are virtually every bit of your online marketing campaign? So, by looking at Google Analytics data data, you can find out the big place find out about week places of your online project.

Are you can improve your strategy? You can see what is working on your website and what is not, and, of course, based on this. You can make more well-grounded decisions about the future strategy, so in order to get the most of Google Analytics data, we would advise you to customize the account to your business needs. How can it be done? First of all, you may set up goals in Google Analytics. So what how does Google Analytics consider goals? A goal could be defined is a critical event for your business, which occurs during the user visit on the website, and such critical event should somehow contribute to your generate to your overall income.

Somehow it should help to generate it should help. You generate this income, so in Google Analytics all goals would be divided in four groups: its URL destination, gold diamond side, go pages per visit goal and an event go. So let’s look to them way in detail. The first type of goal is URL destination goal. So let’s take the case are, for example, we are showing you the example from promoter are, so we think that when the visitor, when the user visits the about Us page, it is critical for us, because it shows some kind of user intention to interact with our Company, so how what should we do that we copy this URL and unset and put it into the set in the goal into the goal settings? We want Google Analytics to report in conversion every time when the user visits this page.

So how should we do this? We navigate judging panel in Google Analytics account choose the profile for which you would like to create the goal, and then we in the gold tab. We click, create a goal. Here. We paste this URL. Please stay the attention that we paste. Only this part, which goes up to the delay name and then we may sit up also a value for this goal. A value is set up for non e-commerce goals and if you have any way, if you know any way how you can indirectly to calculate the value of this goal, you can set up it here.

Also, please note that you can set up one URL, exact URL and that will be option equals to you or you can choose to other options. For example, it could be begins with. It means that, after the of up to this about us URL, any other characters could be appended so more variations of URL and the most flexible variant is regular expressions with the regular expressions you can build some patterns of URLs, which could be defined as gold trigger Regular expression is the most flexible, but a little bit tricky part.

So we advise you to read google’s regular expression guide to find out hi to how to make the use of them are so so a little bit more examples of URL destination goals. You can set up as this goal any page in the URL which indicates the process completion. For example, it could be confirmation page when the user has sign up for your email newsletter, or it could be check out page indicating that the user has made has made a purchase and so on.

Now we are moving to the next type offer a goal. Is time on site goal? So let’s take the case or that you have a large content website and you are interested that the visitors stays on your website as much time as possible. Then you can tell Google Analytics to show the conversion when the user stays on the website more, where more than a definite period of time are so you set up more than in the goal, our settings, and then you can track this type of conversions.

There is another situation when this type of goal can be used. For example, it is support customer support web sites in this case website owner is interested that the user gets the answer as quickly as possible, and then he interested that the user spends the list of the top of the time on this side. In this case, he might are set up less than time period of time and track this kind of goal, the next kind of goal, the third one we just brew visit goal.

It slightly reminds us the previous one, because it also can be used to measure user engagement with your website. So, for example, you are interested that the user visits as much pages per visit as possible because in these case he might see as many banner ads boot on your website as possible and you will get more income. So our in this case you set up it. A definite number of pages viewed per visit should trigger a conversion for your website, and now we have come to the last type of goal.

It’s an event goal an event. Called different kinds of event may occur on your website. For example, ebook download it free trial account created software downloaded. In all these cases, you may ask Google Analytics to show the conversion when such event takes place, how to do that. You need to sit up or an event. You need previously to set up what you consider to be in event on your website and then feeling this fills in the goals that are sitting up and event a little bit more challenging than sitting up and other types of Google’s.

So we would advise you to go to the Google Analytics event tracking guide to find out how to do this more in detail. So now we are finished with goals and der how to wait to look for gold completion information actually goal. Completion information is shown in Lenny Lenny reports in Google Analytics, but there is also a separate section which shows specifically this information, so you’re, just on the Left panel of book of your Google Analytics account you navigate to the conversion section select over you a suit and Seal this kind of information, so you can see how many goals on which are for which pages had been completed.

You can see the source, the medial are also information for these metrics and if you click view full report, you can access this kind of information. What is great that you can see the gold value if you, if you set up a value for your goal, for example, as I shown as I showed a gold value for URL destination, and also you can choose secondary dimension, for example, which goal has been visited, Which page has been visited before this? Our goal has been completed.

Why why it is possible? Because in one goal you can set up, you can set up a set of goals, and this said one set of goal may contain several and other goals a little bit more, a little bit smaller goals. So now, when we have set up our goals for our Google Analytics, there is another way how we can customize our account. We can also set up ecommerce tracking, so white. Setting up ecommerce dragon is helpful because it allows you to allows you to track your business outcome.

Of course, you may say that you have special software accounting software, which allows you to do the same thing, but what is great about Google Analytics is that you can associate the revenue you receive with the traffic sources which contributed to this revenue. So with this information, you can answer the question: who gets the credit which sources are worth to invest more and which are not so how does the top ecommerce straighten the first step? You should enable a chemist raking in your profile settings again.

Navigate to admin panel. Choose the profile and then choose profile statuses here you just simply need to state yes and e-commerce website. The step this step number two is to embed Google Analytics tracking code to some page, which contains transaction details. For example, it could be receipt page. The code in this case will look like this. This is a model, a pattern. There are required fields and enough, and some optional fills.

If you take a real life example with real day day about transaction, are the Google Analytics code will be looking something like this? Ah, so after you have set up the e-commerce tracking, you also see the data about about these processes in your Google Analytics account navigate to the conversion section and select ecommerce there. You will be able to see sources of the traffic and revenue which they generate.

It very convenient and very useful. Also you will be able to see. For example, if you look at the products section, you will be able to see quantity sold, unique purchases, product revenue as well as average price. All of these can be again associated with the traffic sources, which is like very, very helpful for your case. Good news that if your website is non ecommerce, you still can track the seal with the help of e-commerce tricking you in this case, you will just need to make a little some little tweaks in Google Analytics code.

You can set up constant value for some required fields, which you do not have in your case and track only the purchase amount. So in this case you will be able to make the use of this fabulous future as well. So after we have customized our google analytics account, we may start to look into the reports. What are the principal metrics and how to understand them. So the first one, the first one is visits visits I used to measure traffic volume, so it is varied.

So that’s why it is a very important metric. Usually, businesses are interested in receiving as high number of target visits to the website as possible. So by measuring visits number visas. Are you can understand how successful your online marketing campaign is? You can compare traffic volume of different periods of time, and you can see which days at the most popular days, are among your site visitors and find out whether your business is seasonal.

All this information could be used for your future marketing strategy and your future marketing steps. So this is how the traffic volume is displayed in Google Analytics by number of daily wheezes pageviews. It’s another Google Analytics metric and it could be defined as an instance of a page being lauded by a browser. It is also the case when a Google Analytics tracking code is executed on your page page.

Yours are helpful. Of course. Are they help to understand how the user is engaged with your website content and how this content is relevant to the user needs very frequently when you will be looking at page views metric, you may also see a unique a geometric. The difference is that just the page geometric, it contains repeated use of a single page, while the unique page view at rukh doesn’t contain this information, only our unique pageviews, so the pitch to use information you can see, for example, in the content section on the left Panel, you navigate to site content all pages and you can see which features of your website receives the most based years, so it it may mean that these pagers give the most relevant information to the users, for example, and you may enhance them more to receive more Resist and also you can find out, which pages receive the list of page views, and probably there is some user, some usability issues on these pages and and you need to improve them more and now.

The last magic which we would like to talk about is traffic sources. Traffic sources is a very, very powerful metric because it’s what you should be looking at if you are running your online marketing campaign, for example, traffic sources is helpful to analyze, oh by comparing different traffic sources, for example um. If you compare a different traffic sources, you can see what I, what is the best performing traffic source, where you can invest more and which traffic source probably is underrated, and also you can see what is working in your marketing campaign and what is not.

So all traffic sources in Google Analytics is divided in three sections. It is direct traffic referrals and search. Are you can see the whole traffic overview in Google Analytics under the indy traffic sources section under overview here? You can see all these sources and which sources has driven the biggest number of visits, for example, and then you may proceed to. I consider the each traffic source separately because it’s very very helpful, so a direct check if it represents visitors who arrived at your website by clicking on the bookmark or by typing the URL directly into their browser.

So this is how the direct traffic report looks like in Google Analytics. It shows landing pages at which users arrived. It shows how many visits there they received as well as number of pages viewed per visit, average visit duration, new visits and bounce rate about bounce rate. Bounce rate is very poor, powerful metric, but we will cover it a little bit more in detail later. So how to type this information with the goals? Conversion simply navigate to advert panel above the chart above the graph and select any of the goals set so, for example, goals at one.

Then you will be able to see that this particular kind of for traffic source contributed to this percent of gold conversion. Then we proceed to the next type of the traffic. It is referral. Traffic referral traffic is very a large part. It may be a very large part of your website traffic, so it’s important to consider it in detail. It includes any of that sources that link to your website. It could be websites with your banner ads.

It could be links from blocks, it could be affiliate program. Links and many many other example, so why it’s useful to measure referral traffic because you can figure out what websites sent you the most traffic? Oh and what landing pages users at what landing pages users arrive when they are sent by this referral by these referrals and also you can find out how users interact with the page content that you show them.

So referrals report could be obtained also in the traffic sources. Section are under referrals, so here you can see. As in our example, you can see different sources of traffic which refer to our website, how many visits they generated and whether these visits were relevant or not. Whether the content, which we show to the user relevant or not to them, we can see with the help of bounce rate, of course, sometimes it might be not to not to see just the domain which referred to your website.

You may also want to see which beach is referred to. Your are to your website. For example, you posted a link or on some 40, and you would like to know not the domain name but exact, the exact URL, which is right to your website, which, which post worked. So it has worked. So in this case, you click on any domain name in the previous chart in the previous table, and you will be taken to so-called referral that they will be seeing on URLs, which directly refer to your website and again, all other metrics.

Witches are relevant to this information search engine traffic. So, if you are, if you are running an ACO campaign or if you are running and paid search campaign, you should be looking exactly at this. Our traffic source search engine traffic is divided in two parts: organic and paid. So if you run, both type of campaigns are be careful to distinguish them to stand, consider them separately so search engine traffic analysis helps to find what our search engines broke.

The best for your case, what keywords send you the most of traffic and also you can compare SEO campaign and ads advertisement campaign. They are effectiveness and see whether it’s what which kind of campaign it’s worth to continue in future, serve search engine traffic overview. You can see it again in the traffic sources section, and here, if you choose traffic type, you can see organic search and paid search and number of visits they generated for your case, which is helpful.

What is great is that you can also view this data by source of by traffic source, for example, Google, Yahoo, Facebook, and so on. You can also see keywords. You can also see the information by the keywords and also by campaign and other metrics just choose any one. You need and see the corresponding information. So now we navigated, we have come to organic traffic overview. Here we can see the traffic report / the keywords by the keywords and how many visits each keyword has driven in our case then pay traffic utter you.

If you would like to see these kind of to analyze this kind of traffic, you simply click on the pay traffic, and here you choose where they campaign medium source or keyword interest. And you can see that how much wizards, how many and weather and weather these visits relevant or not how many visits any of this campaign has driven for your website. So when we are done with this metric, we would like to a brought your attention to the fact that it is important, probably it’s more useful, to integrate webmaster tools account with your Google Analytics account.

So how to do that generally, if you have not set up this kind of integration, are you just you see just this kind of information if you navigate to this section search engine optimization? But if your setup integration, you will be able to see, choir is landing pages, Georgia, field summary and other information another way or another thing why it’s helpful is because you can see google analytics information from webmaster tools account as well, so it’s like very, very convenient.

So how to set up this kind of integration you, for example, you can. Actually, you can do this in two ways you can set up it being through on google in Google Analytics account or you can set up it from your dead master tools, account so i’ll show you i’m going to show you this second way you choose besides name Here your website, none here you click, manage site and select Google Analytics property.

Then you will be taken to this kind of page and you select a web property which you would like to associate with the account. And then you are a dot. Then, if you navigate your search engine, optimization section you see, choir is landing page and geographical summary and other or relevant and useful information about your online project. So now we have come to very interesting part of our presentation.

It’s set up. Eight powerful Google Analytics custom reports, so why do we need custom reports because custom reports? It is our short card which helps you get more actual inside in last time, custom reports. They are more adjusted to your business needs, so it gives you more exact information and help you answer questions which you have specifically. So the report number one is not provided report.

So what is it in a nutshell? There is such an issue with their not provided segment when the user is used when the user is cited with any of Google services and performs a search in Google, the keyword the user is has been using to perform. This church is not showed in Google Analytics. In fact, Google Analytics doesn’t show any kind of information about these users it just aggregates it’s in one segment, not provided, but since are more and more people are using google using google services, and this segment is growing.

It’s vital to understand somehow the behavior of these users, so what sir? So? What online marketers advice to do? In this case, they advise to 2-under to understand this, not provided segments with the help of landing pages. So when what if we understand at which landing pages users arrived from non provided segment, we can see our? What is the user intention when they’d satisfied with the page at which they arrived and also we can? We can suggest the keywords which could have been used by the user are to arrive at this certain page, it’s much more clearer than just have non provided segments.

So how to do this? How to hack this kind of information navigate to admin panel select the profile for which you would like to create. This are kind of filter, select filters and click new filter. Here you need to write the information, something like this. Actually, you can write it exactly how it’s written here, but if it seems to you a little bit overwhelming, we would advise you to read this econsultancy post, which talks more in detail about this kind of report.

So basically, what we are are telling here what we are asking to do here. We are asking Google Analytics to take the URLs at which the user from North provided segments arise every time he is here or he is arriving at our website. So if we are set up this kind of filter, the all the new information about not provided segment will be will be presented like this, for example, in this case, you can see at which landing at what landing pages user arrived.

What was the bounce rate average visit? Duration averaged, I’m on page and other metrics. You can also select secondary dimension and sort this information. The way you want so definitely you in this case you will be able to give mark to get much more insight. Now we are moving on to the second report report number two: it’s branded vs non branded traffic, so it is helpful when we want to receive the effectiveness of our of our promotion for non branded trip for non-branded keywords.

In this case, we want to filter somehow to exclude branded keywords, so how does to do that or just make the use of custom segments? So in this case you need to navigate to advanced segments, click, new custom segments and write the next information. So we hear us can google to include all the data or the data from organic search. We select medium, exactly mention organic, then you want to exclude the information could be not provided segment.

Let’s take this case. We write exclude keyword, exactly matching, not provided, and the last enter we we might want to do is we want to. We want to specify which keywords we are considered as a branded key as branded keywords. So in this case, we select exclude keyword and mention regular expression when we select mention regular expression, because we are using this kind of 5 / which allows us to write all the branded keywords in one rule and simplest state that if any of these keywords occurs, It should be excluded from the organic traffic.

After that we click Save segment and then, in any case or from any count within one google analytics account. You can access this kind of report and apply it. So this is the difference with which we receive when we apply this kind of segment. So, for example, we are looking we’re looking at the traffic’s at the traffic performance number of visits and think like okay, everything goes well our as SEO campaign.

Doing is doing very well okay, but after we have excluded branded keywords from the traffic, we see that, as it appears, traffic is little bit lower that we expected, because our about 30 reasons / days it was they were accounted. They accounted for branded keywords now. Well, let’s consider another report report number three: it’s is it with transactions visit with transactions report is very helpful because you can get a picture of your visitor who are triggers the conversion who buys are on your website or makes or does any a step action, which Is relevant which is critical for your business success? So how can you get this picture of the client? You can see the region from which user has come.

You can see the language which has been used by the visitor browser screen resolution and are the information also with this. With the help of this, with the with this information, you can get an idea of users behavior so, for example, where they proceed further, whether they are satisfied and engaged with your content and so on, so for how to apply this kind of report. In this case, you just need to make the use of standard default.

Google Analytics segments you navigate to advanced segments and choose visits with transactions and click apply, and that’s what you obtain. You see the pie graph, which shows the percentage of you visitors and of returning visitors. You can also see a number of visits correspond its corresponding to each type of language. You can also choose another metric to you. This kind of day data you can see.

You can choose browser operating systems of service provider screen resolution and if you want to get more figures, more data, you just click view full report and you are taken to this kind of table here. You can choose secondary dimension, for example, we we have chosen for our case country and territory, and also you can specify the way you would like to use this data. You may specify that you would like to use it as a chart as a pie graph or as a bar chart.

A report number 4, which might come handy, is most profitable sources of traffic. Most profitable sources of traffic report allows you to see which sources has driven the biggest revenue for your business and where, where is where is the highest return on investment and on which traffic sources? You should focus more in the future? So this kind of report could be set up in the following way: navigate to the traffic sources, section, select all traffic and then click ecommerce.

In this case, you will be able to see this kind of table which shows, in the show source and medium traffic source and medium and e-commerce conversion rate. You can also see the average value which has been generated by each of these traffic sources and the number of transactions select. It’s very helpful if you want to see to rate these kind of sources by any of these metrics, just simply click on the column heading and the information will be put in order, starting from the best reformed sources.

Then – and this is how you can see that if your rate by, for example, ecommerce conversion rate, the best reform source comes first in the Indus in this day, people report number 5 funnel visualization and drops off. Why is this report very useful? Because I? Firstly, let’s: let’s talk a little bit more, what final is final could be divided. Is 0 of steps is a sequence of steps which you expect your user to take on the way to the conversion.

So it’s good. It’s could be compared to little goals. We choose the tab for Google Analytics in Google Analytics and you expect the user to reach all these goals and finally, he may he should reach the final. The biggest goal are for your website. So if you set up our final result, visualization, you may not only see the data, but you can also see be a visual picture of these sir conversion process, and you can see, are these stages on on which users abandoned the conversion conversion path.

The course are, naturally, not all the users they start to convert, they start the purchase and they finish it. Probably there is a button which is not working on your website or some some another kind of usability issue and that’s why they can’t finish complete the purchase. So, with the help of this funnel visualization feature, you will be able to identify this week places so firstly to to get this picture.

You need to set up the fat to set up the funnel you navigate to admin, select the profile and click goals. Then you are set up the funnel, for example. In our case, for example, let’s take the case of promoter users. We perceive that our potential customers contact us via email, but we think that the users might visit this page contact us page before they do before they request called the contact.

So we set up that for this goal. Url destination goal email contact. There might be a step there might be a step when the user visit, then the user visits contact us page. So we write these kind of information. Please note that you can add another steps, and actually there could be a lot of lot more steps which you perceive users should take before they make the conversion before they trigger the conversion and after you have set up the funnel.

You can see these kind of information, this kind of image it could be obtained in the conversion. Section final visualization, as you can see in this example more over 900 people started the conversion, but only for hundred and fifty finished it successfully. So here you can see it and read stitches. They left this conversion process. Then you can check these pages and see whether something is going wrong with its pages report number six bounce rate.

So I have already mentioned several times this powerful metric, and now we are going to give a better overview of this important metric so bounce rate. It is the percent percentage of visits that go only one page and after visit, only one page and on after this page they just exit the site and do not proceed to any other pictures. Bounce rate is used to measure user engagement. How much the extent to which your website content is relevant to the user needs and generally and that’s why? Generally, a high bounce rate is considered as a negative sign, because the visitor is not doesn’t find your website very informative and relevant to their needs, and he just leaves after you in 11 pitch so this kind of metric.

You can see many many reports. For example, you can navigate to the content, section select all peaches, and here you can see bounce rate when you analyze bounce rate, it’s very good to make the use of this a bar chart. For example, we have selected landing pages and then we selected bar chart and what now we see the bounce rate of different pages is compared to this site average. So here we can see that this page performs really bad, and this page is not working as well.

So probably there is some usability issues on this website of these pages and we need to pay more attention to them and of them, and probably there will be the result. So bounce rate is very important metric for usability specialist and is considered very very very often so there is the case when high bounce rate R is not considered as a negative sign. For example, there are, there is a certain group of websites or for which even one hundred percent bounce rate is okay, simply because are the when the user visit decides.

He lands on the first on the page. He used this page here since information, the information they need and then he’ll. He lives completely satisfied. For example, it could be blocks, user have has read the article event lives, so in this case, or you should pay attention so before jumping into a bounce rate analysis. You should think of your website what kind of websites you have and whether high bounce rate is is indeed a negative sign are for, for your online project report number 7 mobile traffic.

Ah, today’s turn, these days when mobile usage is growing with their huger at the huge rate, it’s important to know what is going on with our mobile users, because, as a rule, they are access accessing our website, film, from devices with smaller screens with lower internet speed. So we should, we should definitely analyze this kind of traffic weather weather disk, whether these users have any kind of problems.

So, if your applied mobile traffic report, you can get a clear picture of users who are visiting your website. You can see a screen resolution operating system, browser and other metrics attributed to this source, and also you can increase mobile traffic conversion rate simply by eliminating some problems which which you might are identified during this kind of analysis, so how to set up mobile traffic report Again, navigate to advanced segments and select mobile traffic report, then click apply it’s a default segment which is provided by Google Analytics after you have applied this a report.

We advise you to navigate to the audience and overview here. You can see, for example, the data breakdown by language by country and territory, by operating system by service provider and are the metrics. In other case. We have chosen screen resolution. You want to see where the users experience any kind, any kind of problems when existing from different mobile devices. So, in order to get this kind of information, we click view full report and again we select bar chart so that to computer bounce rate with the site average.

So we see that users with these screen resolutions experience some problems, probably because the bounce rate is is high and that’s why our after we have done this analyst analysis, we might go to our website and test it all on the devices with these resolutions. In order to see whether whether they have any kind of problems – okay and now we have come to the last report for today, this is report number 8, 40.

All errors why we should why we should apply and make the use of these kind of report, because um 404 arrows are bad for your website for two for two main reasons. Firstly, because our users, when they run into the error pages, they they might be, are unsettling, might experience negative, they might receive negative experience and they might leave the site if you don’t, if you don’t present any navigation and hints on how what on what to do Further they they might just leave the website and not come there anymore, and the second reason why it’s bad, because, if you’re, if the number of error pages steadily grows on your website, it is, it is a sign for google and it may decrease the Rankine’s of Your website, because of this technical problem, so to apply this kind of report we are, we advise to make a short card and just make the use of advanced filter.

We are going to apply this filter with the help of the page title, so we need to apply this filter. We need to know the page title we go to the page, arrow page gold find the title copy it and then proceed to the content section here, which is all pagers, and here we select page title so there we receive the breakdown of pages with different page Titles – and this is the die when we are apply the advanced filter.

Here we write that we would like to include information about the pages with the beach title, which contains this this information, and after that we click apply. What do we receive? We receive a report showing us the number of of error pages. We see the dynamic of this. The trend of these pages, as well as we can see the bounce rate, and if we are select secondary dimension, we can see whether the user proceeds to any other pages, for example.

Also, you can see which pictures generated which URLs generated this arrow page in this case, you just need to click on this and you will be able to see all the pictures which the user, typed or clicked on and to received error notice. So this kind of information you can see here with this with the help of this report so now or we have finished with the custom reports, and actually this is all which we would like to tell you today.

One point more, which I would like to notice is that to note is that there is a very powerful tool provided by google these days. It’s reporting solutions from google solution gallery. So, if you click on this again, you can find inside about. You can find insights very quickly about your online project, your online marketing or, with the help of different different options which Google provides. It could be custom reports.

It would be dashboards. You can select the business objective, you can see, you can select. A water would like to see this report and you will be provided with the custom pre-made reports. It’s very easy quickly and you will be able to access this kind of reports anytime. You want so for today. That’s all, and now I think that and we’ll add more of on my part. I would like to thank you for being here and thank you for your time, I’m in your March Helen and before we move to a clearing section.

I would like to offer a special bonus to a loyal audience. This is a three accion conversion rates of contagion. Oliver model, it will look like a quick campus in 10 minutes personalized webinar by one of our legal credit card expert, and this audit will help you find possible ways to increase practically Bob project and group conversion rate. The main points covered during the session will be quick usability audit of your system side.

We can see all you can drag your analytics or little PPC campaign staff, Moodle audit and best practices, our conversion rate optimization to schedule such a personalized webinar. Please a bull. This link I’m sending it to chat, that’s it I’ll, fill in the form and the schedule, deception or you can also simply reply to any of the emails you are receiving. Compra model also do stay tuned with oil content and special offers.

Please subscribe to our blog cooper and paper. Thank you very much again, and so do we have any questions? No, I guess not. Okay, then. Thank you very much. Please don’t hesitate to contact our speaker directly in case you just think of any questions. After finish, reception and thanks again we’re looking forward to meeting you on one again goodbye


 

Categories
Online Marketing

2013-06-27 – Webinar – Google Analytics understanding and using the data correctly

The session will include a Q & A section of the presentation, so please put your questions during the session and they’ll all be answered upwards and for those who have joined our online event for the first time, I’ll make a quick overview of who promote home PR And one thing we are entitled to speak on the topic. First of all, promoter is headquartered in Ukraine, but we’ve been operating online since 2004.

Providing complex internet marketing services worldwide, namely SEO search engine, optimization conversion rate, optimization, pay-per-click, advertising and social media mark. For more than nine years now, wood beams google adwords partnership and seminars, leaders, budgets best in church edges for SEO and PPC, as well as a couple of nominations by promotion. Vogue magazine out of our 100 in health experts 30 to hold Google Analytics qualified individual duplicate and round 21 in article advert.

We are also very proud to be working now add more than seventy percent of all most dominant ecommerce sites in our country and we’re also very proud, have been successfully operating, but grants found worldwide touch it inkster the laundry being linked to it works and up so It all gives us enough experience and expertise would share with you today and now I would like to introduce today’s speaker, town before um, and she is a very enthusiastic market here and to really share with you or help best practices and deal analytics.

Okay. Thank you. An are so I’m very glad to see you all today, thanks for being here, and so let’s get started it so the topic of today’s been is Google Analytics how to understand the data correctly. So today we are going to give you an introduction to Google Analytics. We are going to show you how to support the set up goals in Google Analytics, how to understand the principle metrics of Google Analytics and how to integrate webmaster tools and Google Analytics account.

Also, we are going to give you another view of top eight Google Analytics custom reports. These are powerful reports that will be able to give your more insight in short time and will help you on this better understand what is going on with your online business. So, first of all, why should businesses use google analytics, because Google Analytics has such a great amount of data, which shows are virtually every bit of your online marketing campaign? So, by looking at Google Analytics data data, you can find out the big place find out about week places of your online project.

Are you can improve your strategy? You can see what is working on your website and what is not, and, of course, based on this. You can make more well-grounded decisions about the future strategy, so in order to get the most of Google Analytics data, we would advise you to customize the account to your business needs. How can it be done? First of all, you may set up goals in Google Analytics. So what how does Google Analytics consider goals? A goal could be defined is a critical event for your business, which occurs during the user visit on the website, and such critical event should somehow contribute to your generate to your overall income.

Somehow it should help to generate it should help. You generate this income, so in Google Analytics all goals would be divided in four groups: its URL destination, gold diamond side, go pages per visit goal and an event go. So let’s look to them way in detail. The first type of goal is URL destination goal. So let’s take the case are, for example, we are showing you the example from promoter are, so we think that when the visitor, when the user visits the about Us page, it is critical for us, because it shows some kind of user intention to interact with our Company, so how what should we do that we copy this URL and unset and put it into the set in the goal into the goal settings? We want Google Analytics to report in conversion every time when the user visits this page.

So how should we do this? We navigate judging panel in Google Analytics account choose the profile for which you would like to create the goal, and then we in the gold tab. We click, create a goal. Here. We paste this URL. Please stay the attention that we paste. Only this part, which goes up to the delay name and then we may sit up also a value for this goal. A value is set up for non e-commerce goals and if you have any way, if you know any way how you can indirectly to calculate the value of this goal, you can set up it here.

Also, please note that you can set up one URL, exact URL and that will be option equals to you or you can choose to other options. For example, it could be begins with. It means that, after the of up to this about us URL, any other characters could be appended so more variations of URL and the most flexible variant is regular expressions with the regular expressions you can build some patterns of URLs, which could be defined as gold trigger Regular expression is the most flexible, but a little bit tricky part.

So we advise you to read google’s regular expression guide to find out hi to how to make the use of them are so so a little bit more examples of URL destination goals. You can set up as this goal any page in the URL which indicates the process completion. For example, it could be confirmation page when the user has sign up for your email newsletter, or it could be check out page indicating that the user has made has made a purchase and so on.

Now we are moving to the next type offer a goal. Is time on site goal? So let’s take the case or that you have a large content website and you are interested that the visitors stays on your website as much time as possible. Then you can tell Google Analytics to show the conversion when the user stays on the website more, where more than a definite period of time are so you set up more than in the goal, our settings, and then you can track this type of conversions.

There is another situation when this type of goal can be used. For example, it is support customer support web sites in this case website owner is interested that the user gets the answer as quickly as possible, and then he interested that the user spends the list of the top of the time on this side. In this case, he might are set up less than time period of time and track this kind of goal, the next kind of goal, the third one we just brew visit goal.

It slightly reminds us the previous one, because it also can be used to measure user engagement with your website. So, for example, you are interested that the user visits as much pages per visit as possible because in these case he might see as many banner ads boot on your website as possible and you will get more income. So our in this case you set up it. A definite number of pages viewed per visit should trigger a conversion for your website, and now we have come to the last type of goal.

It’s an event goal an event. Called different kinds of event may occur on your website. For example, ebook download it free trial account created software downloaded. In all these cases, you may ask Google Analytics to show the conversion when such event takes place, how to do that. You need to sit up or an event. You need previously to set up what you consider to be in event on your website and then feeling this fills in the goals that are sitting up and event a little bit more challenging than sitting up and other types of Google’s.

So we would advise you to go to the Google Analytics event tracking guide to find out how to do this more in detail. So now we are finished with goals and der how to wait to look for gold completion information actually goal. Completion information is shown in Lenny Lenny reports in Google Analytics, but there is also a separate section which shows specifically this information, so you’re, just on the Left panel of book of your Google Analytics account you navigate to the conversion section select over you a suit and Seal this kind of information, so you can see how many goals on which are for which pages had been completed.

You can see the source, the medial are also information for these metrics and if you click view full report, you can access this kind of information. What is great that you can see the gold value if you, if you set up a value for your goal, for example, as I shown as I showed a gold value for URL destination, and also you can choose secondary dimension, for example, which goal has been visited, Which page has been visited before this? Our goal has been completed.

Why why it is possible? Because in one goal you can set up, you can set up a set of goals, and this said one set of goal may contain several and other goals a little bit more, a little bit smaller goals. So now, when we have set up our goals for our Google Analytics, there is another way how we can customize our account. We can also set up ecommerce tracking, so white. Setting up ecommerce dragon is helpful because it allows you to allows you to track your business outcome.

Of course, you may say that you have special software accounting software, which allows you to do the same thing, but what is great about Google Analytics is that you can associate the revenue you receive with the traffic sources which contributed to this revenue. So with this information, you can answer the question: who gets the credit which sources are worth to invest more and which are not so how does the top ecommerce straighten the first step? You should enable a chemist raking in your profile settings again.

Navigate to admin panel. Choose the profile and then choose profile statuses here you just simply need to state yes and e-commerce website. The step this step number two is to embed Google Analytics tracking code to some page, which contains transaction details. For example, it could be receipt page. The code in this case will look like this. This is a model, a pattern. There are required fields and enough, and some optional fills.

If you take a real life example with real day day about transaction, are the Google Analytics code will be looking something like this? Ah, so after you have set up the e-commerce tracking, you also see the data about about these processes in your Google Analytics account navigate to the conversion section and select ecommerce there. You will be able to see sources of the traffic and revenue which they generate.

It very convenient and very useful. Also you will be able to see. For example, if you look at the products section, you will be able to see quantity sold, unique purchases, product revenue as well as average price. All of these can be again associated with the traffic sources, which is like very, very helpful for your case. Good news that if your website is non ecommerce, you still can track the seal with the help of e-commerce tricking you in this case, you will just need to make a little some little tweaks in Google Analytics code.

You can set up constant value for some required fields, which you do not have in your case and track only the purchase amount. So in this case you will be able to make the use of this fabulous future as well. So after we have customized our google analytics account, we may start to look into the reports. What are the principal metrics and how to understand them. So the first one, the first one is visits visits I used to measure traffic volume, so it is varied.

So that’s why it is a very important metric. Usually, businesses are interested in receiving as high number of target visits to the website as possible. So by measuring visits number visas. Are you can understand how successful your online marketing campaign is? You can compare traffic volume of different periods of time, and you can see which days at the most popular days, are among your site visitors and find out whether your business is seasonal.

All this information could be used for your future marketing strategy and your future marketing steps. So this is how the traffic volume is displayed in Google Analytics by number of daily wheezes pageviews. It’s another Google Analytics metric and it could be defined as an instance of a page being lauded by a browser. It is also the case when a Google Analytics tracking code is executed on your page page.

Yours are helpful. Of course. Are they help to understand how the user is engaged with your website content and how this content is relevant to the user needs very frequently when you will be looking at page views metric, you may also see a unique a geometric. The difference is that just the page geometric, it contains repeated use of a single page, while the unique page view at rukh doesn’t contain this information, only our unique pageviews, so the pitch to use information you can see, for example, in the content section on the left Panel, you navigate to site content all pages and you can see which features of your website receives the most based years, so it it may mean that these pagers give the most relevant information to the users, for example, and you may enhance them more to receive more Resist and also you can find out, which pages receive the list of page views, and probably there is some user, some usability issues on these pages and and you need to improve them more and now.

The last magic which we would like to talk about is traffic sources. Traffic sources is a very, very powerful metric because it’s what you should be looking at if you are running your online marketing campaign, for example, traffic sources is helpful to analyze, oh by comparing different traffic sources, for example um. If you compare a different traffic sources, you can see what I, what is the best performing traffic source, where you can invest more and which traffic source probably is underrated, and also you can see what is working in your marketing campaign and what is not.

So all traffic sources in Google Analytics is divided in three sections. It is direct traffic referrals and search. Are you can see the whole traffic overview in Google Analytics under the indy traffic sources section under overview here? You can see all these sources and which sources has driven the biggest number of visits, for example, and then you may proceed to. I consider the each traffic source separately because it’s very very helpful, so a direct check if it represents visitors who arrived at your website by clicking on the bookmark or by typing the URL directly into their browser.

So this is how the direct traffic report looks like in Google Analytics. It shows landing pages at which users arrived. It shows how many visits there they received as well as number of pages viewed per visit, average visit duration, new visits and bounce rate about bounce rate. Bounce rate is very poor, powerful metric, but we will cover it a little bit more in detail later. So how to type this information with the goals? Conversion simply navigate to advert panel above the chart above the graph and select any of the goals set so, for example, goals at one.

Then you will be able to see that this particular kind of for traffic source contributed to this percent of gold conversion. Then we proceed to the next type of the traffic. It is referral. Traffic referral traffic is very a large part. It may be a very large part of your website traffic, so it’s important to consider it in detail. It includes any of that sources that link to your website. It could be websites with your banner ads.

It could be links from blocks, it could be affiliate program. Links and many many other example, so why it’s useful to measure referral traffic because you can figure out what websites sent you the most traffic? Oh and what landing pages users at what landing pages users arrive when they are sent by this referral by these referrals and also you can find out how users interact with the page content that you show them.

So referrals report could be obtained also in the traffic sources. Section are under referrals, so here you can see. As in our example, you can see different sources of traffic which refer to our website, how many visits they generated and whether these visits were relevant or not. Whether the content, which we show to the user relevant or not to them, we can see with the help of bounce rate, of course, sometimes it might be not to not to see just the domain which referred to your website.

You may also want to see which beach is referred to. Your are to your website. For example, you posted a link or on some 40, and you would like to know not the domain name but exact, the exact URL, which is right to your website, which, which post worked. So it has worked. So in this case, you click on any domain name in the previous chart in the previous table, and you will be taken to so-called referral that they will be seeing on URLs, which directly refer to your website and again, all other metrics.

Witches are relevant to this information search engine traffic. So, if you are, if you are running an ACO campaign or if you are running and paid search campaign, you should be looking exactly at this. Our traffic source search engine traffic is divided in two parts: organic and paid. So if you run, both type of campaigns are be careful to distinguish them to stand, consider them separately so search engine traffic analysis helps to find what our search engines broke.

The best for your case, what keywords send you the most of traffic and also you can compare SEO campaign and ads advertisement campaign. They are effectiveness and see whether it’s what which kind of campaign it’s worth to continue in future, serve search engine traffic overview. You can see it again in the traffic sources section, and here, if you choose traffic type, you can see organic search and paid search and number of visits they generated for your case, which is helpful.

What is great is that you can also view this data by source of by traffic source, for example, Google, Yahoo, Facebook, and so on. You can also see keywords. You can also see the information by the keywords and also by campaign and other metrics just choose any one. You need and see the corresponding information. So now we navigated, we have come to organic traffic overview. Here we can see the traffic report / the keywords by the keywords and how many visits each keyword has driven in our case then pay traffic utter you.

If you would like to see these kind of to analyze this kind of traffic, you simply click on the pay traffic, and here you choose where they campaign medium source or keyword interest. And you can see that how much wizards, how many and weather and weather these visits relevant or not how many visits any of this campaign has driven for your website. So when we are done with this metric, we would like to a brought your attention to the fact that it is important, probably it’s more useful, to integrate webmaster tools account with your Google Analytics account.

So how to do that generally, if you have not set up this kind of integration, are you just you see just this kind of information if you navigate to this section search engine optimization? But if your setup integration, you will be able to see, choir is landing pages, Georgia, field summary and other information another way or another thing why it’s helpful is because you can see google analytics information from webmaster tools account as well, so it’s like very, very convenient.

So how to set up this kind of integration you, for example, you can. Actually, you can do this in two ways you can set up it being through on google in Google Analytics account or you can set up it from your dead master tools, account so i’ll show you i’m going to show you this second way you choose besides name Here your website, none here you click, manage site and select Google Analytics property.

Then you will be taken to this kind of page and you select a web property which you would like to associate with the account. And then you are a dot. Then, if you navigate your search engine, optimization section you see, choir is landing page and geographical summary and other or relevant and useful information about your online project. So now we have come to very interesting part of our presentation.

It’s set up. Eight powerful Google Analytics custom reports, so why do we need custom reports because custom reports? It is our short card which helps you get more actual inside in last time, custom reports. They are more adjusted to your business needs, so it gives you more exact information and help you answer questions which you have specifically. So the report number one is not provided report.

So what is it in a nutshell? There is such an issue with their not provided segment when the user is used when the user is cited with any of Google services and performs a search in Google, the keyword the user is has been using to perform. This church is not showed in Google Analytics. In fact, Google Analytics doesn’t show any kind of information about these users it just aggregates it’s in one segment, not provided, but since are more and more people are using google using google services, and this segment is growing.

It’s vital to understand somehow the behavior of these users, so what sir? So? What online marketers advice to do? In this case, they advise to 2-under to understand this, not provided segments with the help of landing pages. So when what if we understand at which landing pages users arrived from non provided segment, we can see our? What is the user intention when they’d satisfied with the page at which they arrived and also we can? We can suggest the keywords which could have been used by the user are to arrive at this certain page, it’s much more clearer than just have non provided segments.

So how to do this? How to hack this kind of information navigate to admin panel select the profile for which you would like to create. This are kind of filter, select filters and click new filter. Here you need to write the information, something like this. Actually, you can write it exactly how it’s written here, but if it seems to you a little bit overwhelming, we would advise you to read this econsultancy post, which talks more in detail about this kind of report.

So basically, what we are are telling here what we are asking to do here. We are asking Google Analytics to take the URLs at which the user from North provided segments arise every time he is here or he is arriving at our website. So if we are set up this kind of filter, the all the new information about not provided segment will be will be presented like this, for example, in this case, you can see at which landing at what landing pages user arrived.

What was the bounce rate average visit? Duration averaged, I’m on page and other metrics. You can also select secondary dimension and sort this information. The way you want so definitely you in this case you will be able to give mark to get much more insight. Now we are moving on to the second report report number two: it’s branded vs non branded traffic, so it is helpful when we want to receive the effectiveness of our of our promotion for non branded trip for non-branded keywords.

In this case, we want to filter somehow to exclude branded keywords, so how does to do that or just make the use of custom segments? So in this case you need to navigate to advanced segments, click, new custom segments and write the next information. So we hear us can google to include all the data or the data from organic search. We select medium, exactly mention organic, then you want to exclude the information could be not provided segment.

Let’s take this case. We write exclude keyword, exactly matching, not provided, and the last enter we we might want to do is we want to. We want to specify which keywords we are considered as a branded key as branded keywords. So in this case, we select exclude keyword and mention regular expression when we select mention regular expression, because we are using this kind of 5 / which allows us to write all the branded keywords in one rule and simplest state that if any of these keywords occurs, It should be excluded from the organic traffic.

After that we click Save segment and then, in any case or from any count within one google analytics account. You can access this kind of report and apply it. So this is the difference with which we receive when we apply this kind of segment. So, for example, we are looking we’re looking at the traffic’s at the traffic performance number of visits and think like okay, everything goes well our as SEO campaign.

Doing is doing very well okay, but after we have excluded branded keywords from the traffic, we see that, as it appears, traffic is little bit lower that we expected, because our about 30 reasons / days it was they were accounted. They accounted for branded keywords now. Well, let’s consider another report report number three: it’s is it with transactions visit with transactions report is very helpful because you can get a picture of your visitor who are triggers the conversion who buys are on your website or makes or does any a step action, which Is relevant which is critical for your business success? So how can you get this picture of the client? You can see the region from which user has come.

You can see the language which has been used by the visitor browser screen resolution and are the information also with this. With the help of this, with the with this information, you can get an idea of users behavior so, for example, where they proceed further, whether they are satisfied and engaged with your content and so on, so for how to apply this kind of report. In this case, you just need to make the use of standard default.

Google Analytics segments you navigate to advanced segments and choose visits with transactions and click apply, and that’s what you obtain. You see the pie graph, which shows the percentage of you visitors and of returning visitors. You can also see a number of visits correspond its corresponding to each type of language. You can also choose another metric to you. This kind of day data you can see.

You can choose browser operating systems of service provider screen resolution and if you want to get more figures, more data, you just click view full report and you are taken to this kind of table here. You can choose secondary dimension, for example, we we have chosen for our case country and territory, and also you can specify the way you would like to use this data. You may specify that you would like to use it as a chart as a pie graph or as a bar chart.

A report number 4, which might come handy, is most profitable sources of traffic. Most profitable sources of traffic report allows you to see which sources has driven the biggest revenue for your business and where, where is where is the highest return on investment and on which traffic sources? You should focus more in the future? So this kind of report could be set up in the following way: navigate to the traffic sources, section, select all traffic and then click ecommerce.

In this case, you will be able to see this kind of table which shows, in the show source and medium traffic source and medium and e-commerce conversion rate. You can also see the average value which has been generated by each of these traffic sources and the number of transactions select. It’s very helpful if you want to see to rate these kind of sources by any of these metrics, just simply click on the column heading and the information will be put in order, starting from the best reformed sources.

Then – and this is how you can see that if your rate by, for example, ecommerce conversion rate, the best reform source comes first in the Indus in this day, people report number 5 funnel visualization and drops off. Why is this report very useful? Because I? Firstly, let’s: let’s talk a little bit more, what final is final could be divided. Is 0 of steps is a sequence of steps which you expect your user to take on the way to the conversion.

So it’s good. It’s could be compared to little goals. We choose the tab for Google Analytics in Google Analytics and you expect the user to reach all these goals and finally, he may he should reach the final. The biggest goal are for your website. So if you set up our final result, visualization, you may not only see the data, but you can also see be a visual picture of these sir conversion process, and you can see, are these stages on on which users abandoned the conversion conversion path.

The course are, naturally, not all the users they start to convert, they start the purchase and they finish it. Probably there is a button which is not working on your website or some some another kind of usability issue and that’s why they can’t finish complete the purchase. So, with the help of this funnel visualization feature, you will be able to identify this week places so firstly to to get this picture.

You need to set up the fat to set up the funnel you navigate to admin, select the profile and click goals. Then you are set up the funnel, for example. In our case, for example, let’s take the case of promoter users. We perceive that our potential customers contact us via email, but we think that the users might visit this page contact us page before they do before they request called the contact.

So we set up that for this goal. Url destination goal email contact. There might be a step there might be a step when the user visit, then the user visits contact us page. So we write these kind of information. Please note that you can add another steps, and actually there could be a lot of lot more steps which you perceive users should take before they make the conversion before they trigger the conversion and after you have set up the funnel.

You can see these kind of information, this kind of image it could be obtained in the conversion. Section final visualization, as you can see in this example more over 900 people started the conversion, but only for hundred and fifty finished it successfully. So here you can see it and read stitches. They left this conversion process. Then you can check these pages and see whether something is going wrong with its pages report number six bounce rate.

So I have already mentioned several times this powerful metric, and now we are going to give a better overview of this important metric so bounce rate. It is the percent percentage of visits that go only one page and after visit, only one page and on after this page they just exit the site and do not proceed to any other pictures. Bounce rate is used to measure user engagement. How much the extent to which your website content is relevant to the user needs and generally and that’s why? Generally, a high bounce rate is considered as a negative sign, because the visitor is not doesn’t find your website very informative and relevant to their needs, and he just leaves after you in 11 pitch so this kind of metric.

You can see many many reports. For example, you can navigate to the content, section select all peaches, and here you can see bounce rate when you analyze bounce rate, it’s very good to make the use of this a bar chart. For example, we have selected landing pages and then we selected bar chart and what now we see the bounce rate of different pages is compared to this site average. So here we can see that this page performs really bad, and this page is not working as well.

So probably there is some usability issues on this website of these pages and we need to pay more attention to them and of them, and probably there will be the result. So bounce rate is very important metric for usability specialist and is considered very very very often so there is the case when high bounce rate R is not considered as a negative sign. For example, there are, there is a certain group of websites or for which even one hundred percent bounce rate is okay, simply because are the when the user visit decides.

He lands on the first on the page. He used this page here since information, the information they need and then he’ll. He lives completely satisfied. For example, it could be blocks, user have has read the article event lives, so in this case, or you should pay attention so before jumping into a bounce rate analysis. You should think of your website what kind of websites you have and whether high bounce rate is is indeed a negative sign are for, for your online project report number 7 mobile traffic.

Ah, today’s turn, these days when mobile usage is growing with their huger at the huge rate, it’s important to know what is going on with our mobile users, because, as a rule, they are access accessing our website, film, from devices with smaller screens with lower internet speed. So we should, we should definitely analyze this kind of traffic weather weather disk, whether these users have any kind of problems.

So, if your applied mobile traffic report, you can get a clear picture of users who are visiting your website. You can see a screen resolution operating system, browser and other metrics attributed to this source, and also you can increase mobile traffic conversion rate simply by eliminating some problems which which you might are identified during this kind of analysis, so how to set up mobile traffic report Again, navigate to advanced segments and select mobile traffic report, then click apply it’s a default segment which is provided by Google Analytics after you have applied this a report.

We advise you to navigate to the audience and overview here. You can see, for example, the data breakdown by language by country and territory, by operating system by service provider and are the metrics. In other case. We have chosen screen resolution. You want to see where the users experience any kind, any kind of problems when existing from different mobile devices. So, in order to get this kind of information, we click view full report and again we select bar chart so that to computer bounce rate with the site average.

So we see that users with these screen resolutions experience some problems, probably because the bounce rate is is high and that’s why our after we have done this analyst analysis, we might go to our website and test it all on the devices with these resolutions. In order to see whether whether they have any kind of problems – okay and now we have come to the last report for today, this is report number 8, 40.

All errors why we should why we should apply and make the use of these kind of report, because um 404 arrows are bad for your website for two for two main reasons. Firstly, because our users, when they run into the error pages, they they might be, are unsettling, might experience negative, they might receive negative experience and they might leave the site if you don’t, if you don’t present any navigation and hints on how what on what to do Further they they might just leave the website and not come there anymore, and the second reason why it’s bad, because, if you’re, if the number of error pages steadily grows on your website, it is, it is a sign for google and it may decrease the Rankine’s of Your website, because of this technical problem, so to apply this kind of report we are, we advise to make a short card and just make the use of advanced filter.

We are going to apply this filter with the help of the page title, so we need to apply this filter. We need to know the page title we go to the page, arrow page gold find the title copy it and then proceed to the content section here, which is all pagers, and here we select page title so there we receive the breakdown of pages with different page Titles – and this is the die when we are apply the advanced filter.

Here we write that we would like to include information about the pages with the beach title, which contains this this information, and after that we click apply. What do we receive? We receive a report showing us the number of of error pages. We see the dynamic of this. The trend of these pages, as well as we can see the bounce rate, and if we are select secondary dimension, we can see whether the user proceeds to any other pages, for example.

Also, you can see which pictures generated which URLs generated this arrow page in this case, you just need to click on this and you will be able to see all the pictures which the user, typed or clicked on and to received error notice. So this kind of information you can see here with this with the help of this report so now or we have finished with the custom reports, and actually this is all which we would like to tell you today.

One point more, which I would like to notice is that to note is that there is a very powerful tool provided by google these days. It’s reporting solutions from google solution gallery. So, if you click on this again, you can find inside about. You can find insights very quickly about your online project, your online marketing or, with the help of different different options which Google provides. It could be custom reports.

It would be dashboards. You can select the business objective, you can see, you can select. A water would like to see this report and you will be provided with the custom pre-made reports. It’s very easy quickly and you will be able to access this kind of reports anytime. You want so for today. That’s all, and now I think that and we’ll add more of on my part. I would like to thank you for being here and thank you for your time, I’m in your March Helen and before we move to a clearing section.

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