Google Analytics presentation for #socadl, 1 Oct 2013 at The Astor

1. GOOGLE ANALYTICS
#SOCADL Presentation

2. These are a few of my
favourite things

3. 8 ways to make your analytics
(more) awesome

5. Analyse user behaviour not hits

7. Turn data into actionable insights

8. We use less than 1%* of Google
Analytics
* Totally made up stat

9. Keyword data apocalypse

11. Data collection and filters

15. Event tracking

16. These can all be tracked!

17. Uses for event tracking
•
•
•
•
•
Clicks and downloads
Outbound links
Video engagement
Form errors
Article consumption / scroll reach

18. Example
_trackEvent(category, action, opt_label,
opt_value, opt_noninteraction)
To track a play of Video called How to Apply,
use:
_trackEvent(‘video’, ‘play’, ‘How to Apply’,
10, true)

20. Campaign tracking

25. Google URL Builder
Google URL Builder

26. http://www.somebrand.com/?utm_source=ad
elaidenow&utm_medium=display&utm_cam
paign=summer-campaign
utm_source* = where the link is coming from
utm_medium* = what the medium is
utm_term = keywords
utm_content = differentiate between different ads
utm_campaign* = identify the campaign name

27. Advanced Segments

28. All data in aggregate
is
crap
- Avinash Kaushik

29. What’s more meaningful?
A. We had 10,000 visits last month, which
was 10% up on last month. Our website
rocks!
B. Visits were up 10% on last month which
was due to mobile traffic which was up 2,000
visits on last month. We need to make the
mobile experience awesome!

33. What should you segment?
Whatever’s most important for your
organisation.

36. Enable site search

39. Real time reporting

41. Goal tracking

42. What do you want visitors to do?

49. Analytics is about storytelling

50. Stories tell us of what
we already knew and
forgot, and remind us of
what we haven’t yet
imagined.
- Anne L. Watson

51. What do your dashboards say?
Beginning (Visits)
Middle (Behaviours)
Beginning (Outcomes)

52. Questions?

53. Mal Chia
Digital Strategist
0414 319 088
mal@malchia.com