A lot of businesses are using analytics to test new ideas and evolve to better landing pages. A baseline question is why does a page lose searchers? Is there poor content that is not engaging? The true answer can be any combination of a number of variables that all would potentially need to be tested. Where can you begin? Heat maps!
Heat maps are a way to understand where website viewers are “looking” on your webpage by showing you the “hotspots” that viewers navigate toward. This allows a business to see what their visitors see first and rearrange a page so that the most important content is in the right place.
With this data, a web developer would be able to modify the position of where the checkout button is located, or directions to the business location, etc. There are many companies that offer this software, some are free (www.labsmedia.com) and others require subscriptions (www.crazyegg.com).
Once you have subscribed to a service, they will ask you some questions about your site and see how many pages you would like to track in order to get the process started. Once this data has been entered, they will give you some code to be inserted into the page so that users experience data can be harvested by the website and viewed through the tools. Make sure when using a tool that you give it ample time to collect good data! It is unwise to continually change a page with small sets of data to back it up. This will typically lead to very small tweaks to a site done very often. This will never allow you and your website to get ahead in the process. I would recommend at least 3 months of data before changing a page to make sure you have an accurate idea of what you are viewing.
After you have decided the changes you would like to make, do not delete the old page! It is better to test the new format based on the heat map against the current page first to make sure that these changes will in fact have a positive result.
L’Shanah Tovah! Yesterday was Rosh Hashanah, which is a celebration of a new year on the Jewish calendar. Happy 5772!
Yesterday wasn’t the only celebration happening around the world. Google Analytics – as they usually do – made three jaw-dropping, industry-shattering announcements yesterday; announcements that could shake the web analytics industry at its very core.
Today, we will talk about one of those three universe-altering announcements. It’s clear that the world wide web is fast. So fast that our decision-making process has evolved to the point that it is simply not acceptable, profitable, or intelligent from a business standpoint to wait weeks, days, or in some cases hours to make decisions based off of your web analytics data. With social media, press-releases, coupon / deal web sites and many others conducting business at the speed of light, those who do web analytics as a part of their jobs need to be able to know what is instantly happening on their web sites, so that they can make on-the-fly changes and analyze the stream of live incoming traffic.
Introducing Google Analytics: Real-Time.
Now, and for some of you within the next few weeks, you will be able to access real-time data in your Google Analytics account. As visitors enter your web site, you will be able to see which pages they enter your web site from, what pages they visit next, their location in the world, and most importantly, what referring attributes are associated with them (campaign, keyword, source, medium, etc…).
What you need to know about Real-Time
There are a lot of details surrounding this new report launch that you should be aware of:
– Real-Time reporting is only available in the new Google Analytics platform. You can access the new Google Analytics platform on the upper-right hand side of the Google Analytics interface.
– For the next few days, Real-Time will be available under the Dashboards tab. Over the next few weeks as Google Analytics refreshes their user-interface, you’ll find Real-Time under the Home button on the top navigation menu.
– Real-Time reports will not process any profile filters that you may have created – it cannot exclude, include, or change traffic data.
– You can sign-up for Real-Time reports via this link, if you don’t want to wait for it to appear in your account.
We hope that you find many use-cases to use Real-Time reports within Google Analytics. Share your comments and feedback below!
Multi-Channel Funnels is more than just a new reporting section – it’s a new way of life for advertisers who live and die by customer acquisition (goal completions, outcomes, and sales). Google Analytics has clearly raised the bar and has taken outcome measurement to the next level by showing all visitor paths that led to a conversion or a sale in a 30-day time period, not just showing a visitor’s last click (path) that led to a conversion or a sale.
This new “way of life” means that you will be able to associate value (credit) to visitor sessions that transpired before the session that included a visitor conversion. For example, let’s say that a visitor came to your website three different times and converted on the third time to your website. Let’s also say that this visitor came to your site on those three times via the following ways:
1. A non-paid Google Visit (Google Organic)
2. A paid Google Visit (Google AdWords)
3. An email marketing initiative.
Traditionally, Google Analytics would have assigned the conversion for this visitor to the last interaction that occurred before a conversion, namely the email marketing initiative in the above example. The two prior visits from Google, paid and organic, would not have received any credit or attribution for the conversion.
Now, with Multi-Channel Funnels, this visitor’s three interactions from three different traffic sources will all receive attribution for the conversion, which allows advertisers to see a clearer picture of not just one marketing initiative, but the effectiveness of advertiser’s entire marketing strategy.
Currently, there are five separate reports in the new Multi-Channel Funnels reporting section. You can find Multi-Channel Funnels in your Google Analytics account by clicking on the My Conversions tab on the top navigation menu and clicking on the Multi-Channel Funnels menu item:
The five new reports in this section include:
A lot more! Not only can you extract rich, valuable insights from this data, you can create your own Conversion Segments, as well as your own Custom Channel Groupings.
Both of those actions are ones that we would consider “more advanced”, so we’ll reserve them for another blog post in the very near future.
Log-in to your Google Analytics today and start interacting with this powerful new report section that will help you see your entire marketing strategy across multiple visitor sessions.
About a week and a half ago, we blogged about the new Multi-Channel Funnels reporting suite in the new version of Google Analytics. If you didn’t catch it last time, read that blog post first before continuing with this blog post.
Today, we’re going to kick it up a few notches and showcase one of the two powerful, advanced features of this amazing new functionality known as Conversion Segments. Multi-Channel Funnels in Google Analytics, by itself, is fantastic. Therefore, what would you call Multi-Channel Funnels, given the fact that you can apply default or customize conversion segments for in-depth insights, analysis, and outcomes? Super-fantastic? Hyper-awesome?
Get ready to come up with some hyphenated-adjectives.
In our last blog post, we showed you how Multi-Channel Funnels work, as well as what assists, paths, and time lag were and how they are incorporated into this new reporting section.
Like all data that you see in your Google Analytics account, you are viewing the entire set of collected conversion and Multi-Channel Funnel data when you log-in to your account and click over to this section. Just like you would apply an advanced segment in a standard Google Analytics report to extract valuable insights and perform great analysis, you can apply the equivalent of the Multi-Channel Funnels report section, which are known as Conversion Segments.
At the top of all reports in Multi-Channel Funnels, you’ll see the following Conversion Segments drop-down button as shown in this image:
Upon clicking on the Conversion Segments button, you’ll find nine default conversion segments and check boxes next to each one, which allow you to compare up to four conversion segments simultaneously (just like you can compare up to four advanced segments in the standard Google Analytics reports):
For those of you familiar with advanced segments, you’ll recognize the next screen-shot, which shows a comparison between three conversion segments (First Interaction is Paid Advertising; First Interaction is Direct; and First Interaction is Organic Search):
You can always “un-compare” the conversion segments and view conversion data for all traffic by re-tracing your steps and leaving only All Conversions selected (look at the screen-shot from two images ago).
On the right-hand side of the drop-down table that appears when you click on the Conversion Segments button, you see a large space underneath a heading of User-Defined Segments. This will be the place where you can come to access and apply any Custom Conversion Segments that you’ve created. In this same area, notice the Create New Conversion Segment link, in blue. You’ll want to click on this link to do exactly what it says.
Again, if you’ve ever created a custom advanced segment, the following procedure should be very familiar to you. With a Custom Conversion Segment, you define the rules for what Google Analytics should show you, when applied within Multi-Channel Funnels.
First, give your Conversion Segment a name. Then, you’ll have to answer some questions about how you want your conversion data to appear. Before we cover that, refer to this next screen-shot to follow along:
After giving your Conversion Segment a name, indicate whether your segment will include (keep) or exclude (remove) the data based upon the rules that you’re going to create. Then select the conversion path type that this segment will be applied to (you can choose from types such as Any Interaction, First Interaction, Conversion Value, and more). After that, select the dimension that you’d like this conversion segment to be integrated with (several dimensions are available, like Source, Medium, Keyword, Campaign, Display URL, and others).
Following that, choose a criteria (Will this segment start with something? Will it end with something? Will it match a regular expression?). Next, select a frequency (Example: did this occur more than 1 time? Did this happen less than 5 times? Most of the time you’ll leave this to say “Greater Than 0 Times”, but you can get creative if you wish).
For the majority of the Custom Conversion Segments you create, you’ll stop here, but there will be times where you’ll want to add conditional “or / and” statements to add inclusion criteria to your new segment.
When you’re finished, hit Save Segment at the bottom of this table. You’ll see your new conversion segment in action, as it compares to all of your conversion traffic (Side Note: 13% of my conversions include keywords containing the word “the”. How insightful is that?).
That pretty much covers our tutorial on Conversion Segments within Multi-Channel Funnels, but keep checking our blog regularly, as we still have another great, in-depth tutorial of another feature built within Multi-Channel Funnels to review.
In the meantime, log-in to your Google Analytics account and start interacting with Conversion Segments today!
We continue our tutorial series for the new Multi-Channel Funnels reporting section in Google Analytics today by introducing Custom Channel Groupings.
If you haven’t had a chance to check out our previous two tutorials in this series, carve out some time today and catch up:
When you’re using Multi-Channel Funnels and are viewing reports like Top Paths and Assisted Conversions, the first column shown in those tables are what Google Analytics is calling “Basic Channel Groupings”. These are your standard source and medium combinations that you’re used to seeing all throughout the Traffic Sources reporting section, but with a streamlined naming convention.
Google Analytics has rules that are built-in to the Multi-Channel Funnels reporting section that will group Traffic Sources as you see in the image above.
The basic channel groupings are nice, smart, and user-friendly. But what if you need to see interactions from a new online marketing channel, daily deal / coupon service, or a specific sub-group (like Re-Marketing / Re-Targeting, which is bundled into the Paid Advertising grouping)?
Google Analytics realizes that this is something that power Google Analytics users like yourselves will need to do, so custom channel groupings has been created so that you can do just that.
At the top of any reporting table in Multi-Channel Funnels is a link for Channel Groupings – clicking on this link will bring up a short menu from where you can begin to create a custom channel grouping (We’ll come back to copying a grouping template later).
The custom channel grouping creation wizard will appear directly above this link. First, give your custom channel grouping a name, and then, click on the Add New Rule button to start defining what your channel grouping will show you.
Next, give your rule a name and if you’ve either used Advanced Segments or had the opportunity to read Part 2 of our Multi-Channel Funnel tutorial series, you’ll find the rule creation process very familiar to you (as it’s pretty much like building an Advanced or Conversion Segment). Lastly in this part, choose the color for the label that will appear in reports – this is just like choosing labels for your Gmail account, if you use Google’s Email service. Don’t forget to click on Save Rule after you’re done!
It’s not pictured above, but you are provided the option to add on further rules if you choose, if you want your custom channel grouping to follow strict guidelines. Once you’re finished building your custom channel grouping, click on Save Channel Grouping (pictured below), but note that you’re provided what’s known as a fall-back option, in the event that a value doesn’t match the rules you’ve created. By default, the source/medium combination will be displayed but you can change the dimension.
Here’s a cross-section of what it looks like when you’re viewing your custom channel grouping within Multi-Channel Funnel reports (the image below is zoomed in to focus on the custom channel grouping we just created):
Now, you can obtain deep insights in your custom channel grouping beyond how many conversions it obtained over a period of time. You can evaluate how many assisted conversions it produced and how it interacted with other channel groupings and traffic sources.
You can always edit your custom channel grouping by clicking on the Channel Groupings link that you saw earlier. Or, you can edit the custom channel grouping from the Google Analytics account home (Profiles tab, Assets sub-tab) as pictured below:
Hopefully, we’ve enticed you to start using Multi-Channel Funnels instantly to move beyond traditional conversion tracking. Leave your comments below and tell us what you think!