Measurefest presentation 25th November by Neil Barnes at Friday Media Group. Turbo Charging Google Analytics data by using Google Analytics Add-On for Google Sheets

1. Neil Barnes -
Head of Insight & Traffic
Turbo
charging
your Google
Analytics
Data

2. Head of Insight & Traffic
Neil Barnes Friday Media
Group
@neilbarnes1980
Hi, I’m Neil!

3. The Google Analytics interface is good…

4. …but at the same time very restrictive
1. Designed for single website businesses
2. Poor data visualisation
3. See data as Google thinks you should
4. Not designed to automate/integrate
data
5. Barrier for key decision makers

5. You’re left wanting more from your data!

6. It needs turbo charging, But how?!

7. Help is at hand via Google Sheets
• A single view of your data
• Ability to build and send large reports
• A product that is ever closer to Excel
• Increased data transparency
• Integration with Google Analytics

8. Hook up Analytics in 3 easy steps
1. Add-ons > Get Add-ons
2. Search for ‘Google Analytics’
3. Click the +Free button to download the Add-on

9. You’re ready to turbo charge your data!
• Query data by multiple views
• Use formulas and functions
• Query new data
combinations
• Apply filters/segments
• Ramp up sampling level
• Export more data (10,000
rows vs. 5,000 in interface)

10. Pull data into your Google Sheet
To run manually: Add-ons > Google Analytics > Run reports

11. Scheduling will automate data retrieval
Add-ons > Google Analytics > Schedule Reports
Schedule data hourly, daily, weekly, monthly

12. Give your data some freedom!
• Report data on multiple views
• Enhance data visualisation
• View data the way you want
• Align data with other sources
• Automate reporting & save time
• Increase data transparency

13. Traffic Alert Monitoring
How Friday Media Group have used the
add-on to turbo charge data
Identify health of websites

14. Automation example:
Traffic Alert Monitoring

15. The Business Need
“To ensure abnormal trends in traffic and
conversion metrics, both top-level and by
channel, are easily and readily available to
all key business stakeholders and can be
monitored on a daily basis”

16. Custom alerts didn’t cut the mustard
• Trial & Error
• Alert triggers always shifting
• Lag in emails arriving
• No control over time email
received
• Risk of people ignoring alert
emails
• Breaking out by channel is
time consuming

17. So we built our own alert report

18. And found this helped us as follows
• Abnormal trends spotted within 24 hours
• Knew quickly which channels needed to be put right
• Data transparency to all stakeholders
• Fully automated report
• Traffic lighting stops this being ‘a sheet of numbers’

19. Want to adopt this reporting template?
• Traffic Alert Reporting Template
• Take a copy of this document and follow the instructions in the
‘get started’ tab

20. Automation & Integration:
Identify health of websites

21. Business Need
“For senior management to view the health
of all business websites in one document,
to quickly understand our strongest and
weakest performers”

22. The Google Analytics interface didn’t
provide the data the way we wanted it
• Adopting status indicator based
on ruling
• Consider both Google Analytics &
internal data
• Running this task through
interface was too time consuming

23. So we built a site status indicator report
Red = % to Target less than 100% and % YOY negative
Orange = % to Target less than 100% and % YOY positive
Green = % to Target 100%+ and YOY positive

24. Having all this data in one place helped
• Senior Management could quickly see our winners and losers
• Zero maintenance reporting
• Helped with target setting and setting more realistic goals
• Ensure our marketing strategy aligns with data

25. Want to adopt this reporting template?
• Download the Template
• Take a copy of this document and follow the instructions in the
‘get started’ tab

26. This is just the tip of the iceberg. How
about…
• Session and event data side by
side?
• Automate adwords reporting?
• Present content grouping data in a
clearer way?
• Understand mobile visit share by
site or by channel?

27. Once you’ve mastered this Add-on…
• Supermetrics
• Excel and Google Drive solutions
• Adwords, Bing Ads, Search Console
integrations in addition to Analytics
• Analytics Edge
• Excel only solution
• Integrations beyond just Google Analytics

28. Neil Barnes -
Head of Insight & Traffic
Thank
You