First Steps in Web Analytics | IMarketer - Michael Landu | Skillshare

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

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Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

13 Lessons (50m)
    • 1. Introduction to the Course

    • 2. Don't Fear Analytics: Basics Explained

    • 3. Why You Need Analytics?

    • 4. Analytics Terminology: Understand Your Traffic - Part 1

    • 5. Analytics Terminology: Understand Your Traffic - Part 2

    • 6. How to Measure Your Site's Success

    • 7. Analytics Framework: Before You Open Your Tool

    • 8. Defining Your KPI's, Targets, Dimensions

    • 9. Defining Your Segments

    • 10. Key Performance Indicators Examples (in detail)

    • 11. Interaction, Transactional and Geo Targeting KPIs

    • 12. How to Measure Value of a Lead

    • 13. What's next?

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About This Class

Businesses from big to small without a good analytics system, can be FLYING BLIND!

Could you answer to these questions: Where is my business going? How did it get where you are? You need Web Analytics to MEASURE your data!

Analyzing your websites traffic and then finding ways to improve on it is the name of the game. With Web Analytics numbers appear definitive and ACTIONABLE.

Web analytics can help us understand what users are doing and how they interact with our content. As analytics can be used as a tool for market research and how to improve the effectiveness of a website’s content.

Learn more about web analytics with our introduction course.

Course Content:

  • Don't Fear Analytics
  • Why You need Analytics
  • Analytics Terminology
  • Defining Your KPIs, Targets, Dimensions
  • How to measure a Lead
  • How to measure your content

and...much more... We wish you a Happy Learning!

Meet Your Teacher

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IMarketer - Michael Landu

Take baby steps in Digital Marketing


iMarketer Training is an educational center based in London. We helped many students in the UK to start with their digital marketing campaigns and now we're here to help YOU. Digital Marketing is a phenomenon of our age. In the current business world, no marketing strategy is complete without internet marketing component.

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1. Introduction to the Course: Hi there. My name is Michael Landau, and I would like to welcome you to my mark to training. Today we will be looking at Web analytics, and in this course I'm going to walk you through the ends and outs. Analytics Analytics is often misunderstood too many as a boring, tedious job of combing through numbers on reporting information. But we will transform your thinking and will approach to what genetics is, what it can do and how it will change your online business. The data you collect on your website, your campaigns on your social media efforts will determine the overall health of your digital marketing. The data is your map. Without it, you're flying blind on the amazing thing that Web Analytics is. We contract just about every action use it takes. There are a number of tools available about help marketers understand both qualitative and the quantitative data on well, returning to Google Analytics for examples. Remember, with analytics, we contract what's happening now and even model what is likely to happen in the future. In this course, you also learn more. The analytics technology actually means and starting with your business gold, you learn how to calculate lead value, return on investment and understand conversion funnels at I'm marketed training. We always choose a micro learning format and try not to overload you with information. This is a self paced online course that requires some discipline from you. In following the sequence of lessons, you can attend the classes via your smartphone, PC or tablet, and if you will have questions along the way, you can let us know the discussion board. I would be happy to happy as our students and see you on the other side. 2. Don't Fear Analytics: Basics Explained: don't fear analytics on basics Explain Analytics is a one size fits all package. Regardless of whether you do e commerce, lead generation off your publisher or any other type of site on the lettuce is built to satisfy each one of those types. The only way that you're going to get information that is specific to your business and your website is through a high level of customization. People often ask questions without turning their attention to analytics tools. The information is sometimes one click away, so how come they don't find it? Well, it could be because people are generally afraid of analytics they weren't log in and self. Their reports looking for data and insights on this also could be because of a lack of confidence. Big Data's all the rage these days. But how can we, as an industry embrace big data when marketers are already ignoring even the more basic analytics available? Why do marketers ignore analytics? Well, they might also suffer from a certain level of fear, fear of their programs, not working, and we're not. All that effort spent was a big waste of time and money, and that's probably a completely natural survival instinct. Perhaps also, it's a function of time and energy. Analytics is just one more thing to look at deal with. Think about in the fast paced farmer marketing world and with all the channels that need to be measured and optimized, who has the time. But the smartest market is either. It's not, aren't afraid of their data, and they're not afraid of failure. They set aside any arrogance, and if they're not comfortable, the numbers they say. So they let the agency interpret the data and provide true analysis and insights. The recognized that often marketing is an experiment as try something, optimized it. Try again. If you're one of the 63% of companies that aren't taking advantage off analytics tools, then you should know that you're leaving money on the table with free tools like Google Analytics. Nowadays, everyone, including you, can start leveraging data from site visitors to increase sales and revenue. So here are two key ideas were effectively leveraging analytics tools by Gregory Kogan. Shop provides customer acquisition consultant, He says to get actionable insights, not lead to more revenue. Instead of being a passive data dump, follow these two key ideas first, keep to get good answers. Start with good questions. The UN instincts are only actionable if you know what you're looking for. And that means starting with a question. The better the questions, the more valuable the answers. As written by Douglas Adams. Once you know what the question actually is, you know what the answer means. Second, your site is a fun of not a hierarchy. Think of your entire site as a funnel, not as an old chart. As a funnelling off site receives. Visitors from one end on turns out some percentage of them as customers from the other end . We will look at these key ideas more in detail in further lessons. Now let's see why we need analytics in our business is to keep on track asking Why is a good way to remind yourself what matters and where your focus should be 3. Why You Need Analytics?: so why you need analytics first to measure and track your results across time. Second, to understand your visitors leads prospect Third, to understand, track and improve the mechanisms used to convert your first visitor into a valuable customer. Here is a small definition of website analytics. Analytics are generally referred to as measurement analysis and reporting of Internet in order to understand on optimized website. To put this simply, it is data on who visits your website, how they got there, what they did once they landed there, on where they went off to it. So this means Website analytics provide information about both your website as well as its visitors. For example, most analytic solution will give you data on your audience. How many visits you've had to your site, whether the people in your sight, our new or returning visitors. Demographic data such as what country they are visiting from what browser they're using, such as Internet Explorer or Firefox. Audience behavior where visitors landed on your website and where they exited Home Page Services page except Tre. Which pages are the most popular. How long visit is spent on your site on the campaign data. What campaigns drove visitors to a website. The remains that referred to your websites traffic and the key was people start in order to find your site. Now here is Google's definition on analytics. Digital Analytics is the analysis of qualitative and quantitative data from your business on the competition to drive the continual improvement off the online experience that your customers and potential customers have, with translates to your desired outcomes both online and offline. One of the most important steps of digital analytics is determining what your business objectives or outcomes are and how you expect to measure those outcomes. In the online world, there are five common business objectives. Number one for e commerce sites. An obvious objective is selling products or services number two for lead generation sites. The goal is to collect user information for sales teams to connect with potential leads. Number three. For content publishers, the goal is to encourage engagement and frequent visitation. Number four for online informational all support sites. Helping users find the information they need at the right time is of primary importance. Andi number five for branding. The main objective is to drive awareness engagement on loyalty, marketing needs access to analytics because it requires a level of well, understanding what's happening on interpreting the data. From a marketing standpoint, it also needs a mix of sales. Business analysis, understanding. Really the most important part is the business side. How are we making money? How can we monetize better? How can we develop the site into a better marketing vehicle? And so it also involves some level of design work in changing programming, testing different calls to action. It requires both technical and marketing savvy in order to take the most advantage off analytics. Onda analytics on what I think is the most exciting thing is you can have an environment of testing and improvement. You see, whenever anyone says I think, I assume or I suppose to this works, that tells me you're not running in an analytics based office. Environment and Analytics based Business focuses on testing in order to try those assumptions, come to a conclusion and improve the site Based on the findings, analytics are also extremely important in helping you to understand which promotional techniques work well for your website. If you invested recently in a new form of advertising such as paid search you will easily be able to see how many visitors it has driven to website and whether those users are your ideal audience and are likely to achieve your website goal. Finally, analytics can be extremely useful in helping you find things that are broken on your website. If, for example, you notice a 100% drop off in a customer path, you can check to see if the pages down. Likewise, it could consistently get a certain amount of visitors via certain source and that stops. There could be an issue with the link that refers traffic to you. Website analytics provide you with extremely helpful data which, if interpreted correctly and acted upon, could mean great improvements to the performance of your website. 4. Analytics Terminology: Understand Your Traffic - Part 1: analytics terminology. Understanding your traffic. Once you've built your website and started promoting it, you can start to learn more about the traffic you received to it. Understanding your Web traffic is essentially understanding the visitors to a website that is who they are, where they have come from and what they did when they got onto your site. There are many tools you can use to understand more about your Web visitors, some off free, for example, Google Analytics and some are paid. For example, kids metrics. We will discover the tool to later on in this course, but for now we will take you through some of the main terms. Associate it with Web analytics on what they mean a site. Build the service. Yola has said with us the main terms used by Google analytics. So let's start with hits. This term is often used incorrectly since many people think it means the number of visits to website a hit is actually a request to Web server for file an image file. Since what page has multiple elements that need to be downloaded in order to be viewed, the hit number can be as high as 15 per page. So in reality, a hit is a request for a small image file. This image request is how the data is transmitted from a website or out to the data collection server visits. This is the number of times your website has been visited by people. If one person visits a website four times, it will be recorded as four visits unique visitors. A unique visitor is the number of individual visitors to a website within the specified time period. For example, if one person visits a website four times, it will be recorded as one unique visitor. Patris screen views a paid three for Web or screened. Youthful mobile is usually automatically generated on measures. A user viewing a piece of content. A patriots. One of the fundamental metrics in digital analytics. It is used to calculate many other metrics like pastries per visit. On average, time on page events also hit. It's used to measure how often a user takes action on a piece of content. Unlike a Page three, which is automatically generated, an event must be manually implemented, usually trigger an event when the user takes some kind of action. The action may be clicking on a button, clicking on a link swiping a screen. Except the key is that the users interacting with content that is on a page or screen pages handle. Visit pages per visit is the average number of pages you during a visit to your site. This is a useful metric to use when measuring how engaged user is with the content on your website. Again, if the same pages viewed more than once by the same person, they will be counted multiple times average visit duration time spent on site. This is the average amount of time in seconds or minutes users spend on your website. Bounce rate announced rate is a percentage that is calculated by taking the number of single page visits i e. Visits in which the person left your site from the entrance page without interacting with the page as a percentage off the total visits, traffic sources traffic sources report will break down whether visitors to a website came from i e. From what source they found your website. Examples of traffic sources include number one search traffic from search engines such as Google and being this can be broken down into organic traffic from natural search listings or PPC traffic from paid search campaigns such as Google AdWords number two referral traffic from other websites. Blog's social media except Arra number three. Direct traffic from a user who has type your Web address into their browser or arrived at your side from a bookmarked link. Number four campaigns from social media adverts on email marketing campaigns. You can use this report to measure the success of your individual marketing campaigns. If you have multiple campaigns running at the same time, you can't different straight between them by using tracking para meters in your links. Audience reports. Audience reports, gives you more insightful information about your website visitors. For example, you can find out what percentage are new users to your website and what percentage are returning users. You can also learn more about the country city there from what browser they are using e g Internet Explorer or Firefox and whether they are visiting your site from a mobile device or desktop conversion rates golds with some customization, you can set up your analytics to Mexican versions or the golds of your website. These could be a sale purchase, a form of completion a sign up to a service. An appointment made an item downloaded. A conversion report will often show you how many people started on your converse in journey , for example, they may have added an item to their basket, then show you the number of people to go through the following steps until they have completed a purchase. Conversion rates can be measured by total conversions divided by unique website visitors multiplied by 100 which equals two conversion rate in percentages. Funnel drop up reports look at the steps of the customers journey and may be able to help you identify any point along the journey that are problematic and causing them to abandon their purchase. Not every website will have the same goals. So before you start analyzing your Web traffic, make sure you have defined your websites goals. So you know, which dated to concentrate on in order to measure site success. 5. Analytics Terminology: Understand Your Traffic - Part 2: according to Justin Quattrone on analytics Advocate at Google, All Digital Analytics data is organized into a general hierarchy of hits, sessions and users. It doesn't matter whether data comes from it could be a website or a mobile app. This model works for Web APS or anything else. Sometimes we use the terms visitors instead of users on visits instead of sessions. They're analogous. But if you see the term session, you should know that it means a visit. So assessing is simply a collection of hips from the same user. Grouped together by default. Most analytics tools, including Google Analytics, Will group hits together based on activity. When the analytics tool detects that the user is no longer active, it will terminate recession and start a new one when the user becomes active. Most analytics tools used 30 minutes of in activity. Two separate sessions. This 30 minute period is called the Time Out again. Assess in is a collection of hits. It ends when there has been 30 minutes of in activity. Google Analytics on most tools used the time between the first it on the last tip to calculate the time on site. The time between hits is also used to calculate other metrics like time on page. Okay, Last Thomas Cookies. You've probably heard this term many times, So now let's have a small cookie talk. Google Analytics uses the first party cookie. It is a small amount of text Gordon, the user's computer that is created by the website. The users visiting by default First party cookies are allowed in every Web browser. If you want to disable first party cookies, a website could not keep track of your activity as he moved from your page to page the first party cookies connected to the main that creates it and can only be used by the the main that sets it. The good thing about the first party cookie is that almost all browsers will allow a first party cookie, so it's a very reliable piece of technology. Do you have the top of cookie? Is 1/3 party cookie, which can be set in access by domains. Other than that, the main that creates it. Some analytics tools will let you use 1/3 party cookie if you are handling multiple domains . The value of 1/3 party cookies that the analytics tool can use 1/3 party cookie toe identify user as they move from one domain to another, so 1/3 party cookie can be used by multiple domains. However, third party cookies are not permitted by most browsers. That means no data. All cookies have an owner, which tells you who the cookie belongs to. The owner is to the main specified in the cookie. The word party refers to the main as best ified in Cookie, the website that is placing the cookie. So here's the example. If you visit widgets dot com under the main of the cookie placed on your computer is with its dot com. Then this is a first party cookie. If, however you visit with its dot com and the cookie placed on your computer, say stats for free dot com, then this is 1/3 party cookie. Google Analytics does not use 1/3 party cookie. Let's ended there. That's a pretty good overview of digital analytics terminology, and now we are moving on to finding out how to measure or site success 6. How to Measure Your Site's Success: how to measure your site success, The data you collect on your website, your campaigns and your social media experts will determine the overall health of your digital marketing. The data is your map. You'll be using your data to improve your experience, listen for untapped opportunities and pull the plug if you have to on any failing ideas. The amazing thing with digital marketing is we contract just about every action that use it takes. There are a number of tools available that help marketers understand, but the qualitative and the quantitative data We contract what's happening now and even model what is likely to happen in the future. Yola, a site building service, states not the success metrics for one website may be completely different to another. So in order to measure how successful on your website is, you first must define its goals in order to define those goals, you should ask yourself, What do you want your website to achieve? Once you have answered this question, building a successful website is made easier and you can then decide on the metrics to use to measure website success. For example, some goals for your website could be to sell your products or services online to showcase your work and get new business. To give more information on communicate legitimate, see about your offline business to provide information from your organization and gonna support from the community. Now let's have a look at the metrics. Conversions metrics. The majority of websites will have a goal of getting visitors to take an action. Whether it is to purchase an item will give the business a call. Call to actions on the website will often differ depending on where they use. It is in the purchase flow but should ultimately lead a user to take action. Let me remind you that a conversion, in essence, is one of user clicks. Buys Will takes action. Examples of conversions to try include a sale or purchase a form completed or leads generated. A firm court A sign up to a service on appointment made information downloaded E. G. A. Pdf white paper. The simplest way to work out your websites conversion rate is to use an analytics tools such as Google Analytics and set up gold Converse in tracking, which can help you determine how visitors are interacting with your site and from what pages they buy. In the simplest form, conversion rates can be measured by total conversions. Unique Website visitors times 100 equals Conversion rate in percentages Engagement metrics If the goal of your website is to provide more information and communicate the legitimate see of your business and your success, metrics may be more concerned with how engaged users over the content on your website. Engagement metrics include time spent on your site, number of pages, visited pages per visit, bounce rate on social shares or mentions. One assumption is that the lower the bounce rate more pages visited on the high. The time spent on the site will mean that a website visitor is engaged and interested in your content. Even if the main success metric of your website is a conversion, it is good to also keep checking the websites engagement metrics. As the more engaged a visitor is, the more likely they will be to convert acquisition metrics. If the goal of your website is to create awareness about your organization and gonna support from the community, measure your site success by some or all of the following acquisition metrics. Number of gross visits number of unique visits, new visitors, verses, returning visitors, inbound links. Acquisition metrics are good indicators of how your marketing efforts are performing as they show how many people are reaching your website. If your goal is to Greta's, much awareness is possible of your organization. The new visitors verses Returning visitors metric may be extremely important. If you are location based business and using an analytics tool like Google Analytics, you will also be able to see whether visitors to a website are located to make sure you are targeting users in the correct location. Referring sources can also be looked at to see which websites are driving you traffic, whether they are robbing to your site by search engines, although for many businesses the gold their website will be to convert, a close eye should be kept on the's acquisition metrics as it is likely that the more traffic a website receives will ultimately result in more sales or leads generated in our next lesson. Let us determine our KP eyes and goals in detail 7. Analytics Framework: Before You Open Your Tool: gold metrics, KP eyes, dimensions, targets. It's surprising how often these simple things come up. What is it? The difference between a metric Onda key performance indicator. K P I. What is a dimension in analytics? What is segmentation are gold's metrics and many more. There seems to be genuine confusion about the simplest, most foundational parts of Web metrics and or analytics. So in this lesson, let's try and see if we can fix this really basic problem. Officer identified. Golden KP Eyes Help us ask the right questions when approaching analytics. So now we will look at the following number one Business objectives Number two goals number three metrics. Number four Key performance indicators. Number five targets number six dimensions and number seven segments. So let's start with business objectives. This is the answer to the question. Why does your website exist? Or what are you hoping to accomplish for your business by being on the Web? What are the three most important priorities for your site or other questions like that? Without a clearly defined list of business objectives, you are doomed because if you don't know why you are going than any road will take you there, the objectives must be dumb. Doable, understandable, manageable. Beneficial. 90% off. The failures in Web analytics. The reasons companies are data rich on information poor is because they don't have dumb objectives. States Avenue. Ask or stick a marketing evangelist. Your company leadership, small business or Fortune 100 will help you in identifying business objectives for your online existence. So do what you have to do to get them defined. Now let's talk Gold's formula. Goals are specific strategies. Jewel leverage to accomplish your business objectives. Business objectives can be quite strategic on high level. Sell more stuff. Create happy customers. Improved marketing effectiveness. Golds are the next level drill down. It goes something like this sell more stuff really means we have to Number one Do X number to improve Why and number three Reduced said improved marketing effectiveness might translate into these goals because currently there are our priorities. Number one identify broken things in em number to figure out how to do and and number three experiment with P type of campaigns. The beauty of goals is that they reflect specific strategies. They are really dumb. Their priorities. They're actually things almost everyone in the company will understand as soon as you say them. Many Web analytics tools, like Google Analytics, have a feature that encourages you to measure goals. It is possible that some analytics tool gold's directly measure your business objectives or goals. For example, only one of these subscribers is an actual goal. Increased, persistent reach that lines up directly with the business objective. Effective permission marketing. Others are nice to know. So to be clear, just because you have gold in your analytics tool defined is not a sure sign that you know what your business objectives or golds are. Before you touch the data, make sure your business objectives usually three or five max, are clearly identified, and you have drilled down to really dumb golds. Next is metric. A metric is a number that is the simplest way to think about it. We've mentioned about metrics in early lessons. Technically, a metric can be account a total or racier, a division of one number by another examples of metrics. That account is visits or page views. Examples of a racier is conversion rate a quantitative metric or task completion rate a qualitative metric. This is a crude way to think about it. But metrics almost always up in columns in a report and or excel spreadsheet. This is what metrics look like in your Web analytics tool. Metrics formed the life blood. Of all the measurement we do, they are the reason we call the Web the most accountable channel on the planet. 8. Defining Your KPI's, Targets, Dimensions: next is key performance indicator. Key performance indicators. KP eyes are metrics, but not normal metrics. We will discuss the KP eyes in more detail in our next lesson. Here is the definition of a k p I. A key performance indicator. K P I. Is a metric that helps you understand how you are doing against your objectives. That last word objectives is critical to something being called a K p I. Which is also why KP eyes tend to be unique to each company. If you run an e commerce site, your business objective is to sell lots of stuff and Web Analytics. K P I is average order size in short business objective sell stuff. KP I average order size. You can use other metrics in your reports, say visits or hashtags of videos, watched or whatever, but they won't be or KP eyes. Here is an example from a Venus caustic, a digital marketing evangelist. I run, let's say W w don't and why times don't come. My business objective is to make money. One of my KP ises visited loyalty number visits to the site by the same person in a month, and another one is number clicks on banner ads, so one thing should be pretty clear to you if you don't have business objectives clearly defined, you can't identify what your KP eyes are. No matter how metrics rich you are, you'll be information poor forever. So don't be. Let's discuss targets now targets on numerical values you have predetermined as indicators , success or failure. It is rare, even with the best intentions, that you'll create targets with all the metrics you'll report on. Yet it is critical that you create targets for each Web. Analytics Key Performance Indicator With e Commerce Site Your KP is average order value, but how do I know what's good or bad? Consult with your finance team. Looked over historical performance through this consultative process created target of X dollars. Now, when you do an analysis of your performance not just aggregated but segmented by geo on campaign and source, you'll know if results are good, bad or ugly. Do this for every single K p I. You can create targets for the quarter Christmas or for the year old to any drill down level specificity, but at least have one overall target for each K P I dimension it. Dimension is typically an attributes of the visitor to your website. He is a simplistic pictorial representation from Avenue school. Schick, the source that someone came from referring You are l's campaigned countries. Etcetera is a dimension in your Web analytics data. So is technical information like browsers or mobile phones, the activity of person performed, such as the landing page name this subsequent pages. They saw videos that they played searches they did on your website, and the products they're part ISD are all dimensions. Finally, the day they visited the day since their last visit. If returning visitor number of visits they made the number of pages they saw are all dimensions as well. This is a crude way to think about it, but dimensions almost always appear in rows. In a report under Excel Spreadsheet. Here are the metrics and dimensions in Yahoo Web Analytics reports. It shows how many clicks it takes for visitors. To get to your content, you consider valuable dimensions and all you to group. You'll data into different buckets, and they are most frequently used to slice and dice the Web analytics data in Yahoo Web analytics. They're called groups or groups selection, but they are the same thing. Dimensions 9. Defining Your Segments: and now a very important measure. Segments a sudden contains a group of rose from one or more dimensions in aggregate. Almost all data is useless. Like numbers of visits. The best way to find insights is to segment the data using one or more dimensions, like number. Still visits from USA UK, India as a percentage of all visits you segment by dimensions and report by metrics. Here are some examples of segments from Abbvie Nash Check out the dimensions Abbey National's using to segment his website traffic to better understand performance analyzing people just from North Carolina because there was an ad campaign targeted just and see people who spend more than one minute on site. People who click on the link to go to feed burner to sign up for my RSS feed people who come from images dot google dot com and smart mobile phones on people who visit from one source. Wikipedia Onda. Only one page on Wikipedia. The balanced rate article. These are just a few of the 20 in advance segments avenues has created in this analytics profile. So now you know the seven most fundamental yet critical things you need to know about online analytics. Now let's put this into an example set by Agnes Caustic to pull this whole thing together. Let's say you are responsible for the National Council of La Raza business objective. Would be attendance at immigration rallies, golds, increased Web sign ups Key performance indicators. Numbers off NCR. Last sign ups for NCLR Acting alerts Number of individual memberships. Target Action Alert. 14,000 per month memberships. 4800 per month segments. Acquisition. Organic such email campaigns, Midwestern U. S. States behavior visits to conversions, action alerts, memberships. All this before you even open any Web analytics tool. This is a framework he can use to install that the work you do is focused on what's important to organization, what good or bad looks like in terms of performance. And finally, with this framework, you have a segmentation plan ready to do the preliminary analysis of the data without a framework, all you have is unlimited potential for failure 10. Key Performance Indicators Examples (in detail): identifying your KP eyes. A key performance indicator or K, p r, refers to a set of measurements reflecting the performance or success. Oven organization, in terms of progress off its goals today, will present the most important KP eyes from online marketing perspective and will discuss how to monitor them in Google Analytics, most online marketing professionals, s CEO, engineers and Web masters having their daily routine. The monitoring reporting on data analyzing tasks followed by decision making regarding the optimization of the performance off their websites within Web metrics, charts and pivots, lots of information can be found on very new ways to optimize their strategy. Nevertheless, all these numbers, metrics and statistics can be confusing which ratio should be taken into account during the above analysis, which are the most important stats. Many of these questions will be answered shortly as we will discuss the importance of website goals on, we will list the most important KP eyes Not I used to measure the defined targets, so let's start with website golds on KP eyes. Setting specific and measurable goals is a vital state before defining key performance indicators. KP eyes says Demetris zat us from Webb s year analytics dot com. Depending on its time, a website can have much different goals. Common gold of e commerce sites are the increase of the number of purchases, the number of items in the basket, the average transaction value except for a while. For content websites, common goals are the increase of media consumption. Subscribers. Video views online game place, etcetera, KP ISA. Indicators of success can be presented through rates. Require comparison, depend on the industry and type of website. So here are the General KP eyes about websites. Number one conversion rate. This ratio displays how many visitors are converted into desired actions. Number two golds conversion rate shows how many visitors reached at least one of the goals of that you have set up by using the Google Analytics service. Time of users users to find the user defined is a variable that helps you define specific types of users that have completed a goal or specific action. In the website. Paige. You form completion except number four bounce rate and time on site. These are two extremely useful KP eyes, which indicate whether your visitors find what they are looking for in your website or if they leave your side immediately, these metrics can be found in the visitor's section off Google analytics. Nevertheless, it is also very useful to focus on them when you evaluate the various channels and all sources off traffic number five type of sources. This is a complex report which is generated by segmenting the traffic by specific sources and mediums such as search engines, referring sites, direct email or custom campaign's focus not only on the number of visitors but also on the quality of the traffic balanced rate time of sight transactions, etcetera. Visibility. KP eyes number one traffic of non branded keywords. This is the common keywords traffic report filtered to exclude brand name combinations. Number two traffic generated by specific terms. The long or short tell keywords strategy can be evaluated using this segmentation. Usually the keywords traffic report that can be found in Google Analytics returns to many combinations. By using filters, you can break down the key word list and focus on the ones that contain specific terms. We can check the two word phrases three word phrases awful. Terms that satisfy specific rule to generate such a report used regular expressions in the advanced filter Number three bounce rate per keyword. This can be found on the table of keywords. Traffic report focused on the column called Bounce Rate, which shows the average bounce rate per keyword. Number four Keyword ranking. Find your keyword rankings by using the keyword tool and then compare the results with the organic traffic reports off Google Analytics To find out if your keyword selection is targeted and if you'll s CEO strategy is successful, focus on how much traffic you get from each top ranking keyword and see if you need to adapt or change your seo strategy by focusing on more popular or more targeted terms. Number five New Buses Returning visitors this metric can give you insights about the loyalty off your audience and show you how many new visitors you attract on your website. Depending on various factors started industry and website time, it is useful to analyze their behavior. This report can be found under the visitors section of Google Analytics 11. Interaction, Transactional and Geo Targeting KPIs: interaction. KP eyes number one. Social media interactions. Monitoring the amount of visitors that interact with your social media profiles. Visit them by clicking on the appropriate buttons of your website or like tweet share your pages can be extremely useful. To monitor this, you need to use event tracking or virtual page views. Number two. Media Consumption This Cape ER focuses on how users consume the content on their website. How many of them read posts? What's videos? Listen to podcasts, etcetera. This report is under the contents section, but it requires you to set up special tracking mechanisms in cases of video or interactive flash contact. Subscribe knowing how, when and how many visitors contact the website owners. Why email contact forms live chat except tre is extremely useful in most of the above cases . This action can be tracked easily by using gold tracking into thank you pages or event tracking. Transactional KP eyes number one cost per transaction. This metric measures the promotional cost per transaction or specific campaigns. AdWords, banners, newsletters except it measures how much money you have to spend on each campaign in order to generate one transaction. This is very important when you want to see how to allocate your advertising budget on it is particularly useful in decision making. Number two average transaction value. This Cape ER shows the efficiency of the cross selling and up selling techniques that you use. The report can be found under the e commerce section of Google Analytics. Number three average items in basket Similarly to the above this KP I shows how many items are purchased on average in each transaction. Number four conversion rate per medium. This KP I shows the conversion rate off each medium, and it is extremely useful to monitor it. In order to distinguish your top selling channels. The report can be found under the old traffic sources menu by using the medium of the option Dio targeting KP Eyes number one Transactions distribution per country. This report provides very useful insights since it allows you to distinguish the nationality off your clients. It can be found under the visitors section in the map. Overly report. The information is located in the e commerce tab and it's socially the transaction distribution by country territory number two bounced rate distribution per country. This info can be found on the same map overlay table, and it shows the distribution of bounce rate by country and all territory number three traffic distribution by country handle territory. This information is provided in the map over the report, and it can easily be found under the visitors, many off Google Analytics console. 12. How to Measure Value of a Lead: how to find the value of a lead Measuring your lead value can help you determine if your marketing campaigns are making money, because if you spend more capturing a lead than they bring in, you've got a problem. In addition, according to Jay Bear found of Convince and Convert, lead value can be a great indicated for optimization. You can calculate the value of traffic from different sources paid social except TRA on determine of certain channels. Generate higher value leads than others. Optimizing your Web experience may drive up your conversions and you lied. Value. Here is how first define what is a lead. A lead is a qualified visit. Your website and the lead is all about potential. This person hasn't bought yet. He or she is a prospective customer who was interested in your product, then create a simple formula, even though lead calculation can get pretty complex. Let's look at a simple formula, so here it is. Average sale times conversion rate equals lead value. Let's say you sell sunglasses. Your average cell is $200 on your website. Converse at 2% $200 times 2000.2 equals $4. This means each lead you get is worth $4. Each person who stumbles upon your website through search, clicking and add or from social media has a value of $4. Lead value impacts Marketing Spend your lead value can influence your marketing budgets. In this example, you wouldn't bother with a pay per click add that costs you $7 per click. It would cost you more per lead than they are worth. On the other hand, you might invest in social adds to that cost $2 per click. Calculating lead value can be eye opening. You might find that you are wasting money generating leads not are too expensive for your company. In that case, reallocate where you are investing in advertising. Calculate lead value by source. To get even more detailed, you might want to calculate your value per lead by source. For example, you might sponsor Block Post, whose audience seems to be right in line with your product. It might cost $6 per click if that particular audience converts at 4% instead of your usual 2% the extra money is worth it. $200 times 2000.4 equals $8 for this traffic. Your lead value is a larger so you can afford to spend a bit more on your cost per lead. Now that you've got a basic lead value calculator, you can better determine return on investment with your marketing. When you have hard numbers associated with your Leeds, it's much easier to determine your marketing success. In addition, you might find that you are prime candidate for optimization. Improving your leads experience may qualify more leads and lead to a higher overall lead value. Learn more about using Google Analytics to track leads. Google analytics is a great tool to track an optimized leads not coming from advertising or landing page campaigns. Remember, if you're not budgeting for leads, you're very likely measuring your marketing inefficiently, if at all. Using leads as a unit of measurement is the best way to track your marketing performance. The given formula is a simplified formula. So instead of setting your marketing budget based on a general feel of things, take the time to calculate the value of each lead and run your marketing based on the number of leads and return on investment. You might find ways that you are wasting money on ways where you could invest more to receive an even bigger return 13. What's next?: Congratulations. We've completed our course. Thanks for watching Introduction to one analytics. I truly hope you enjoyed it. Learned a lot. Hopefully. Now you feel more confident in diving deep into a data on pulling out all kinds of insights that you can use within your organization. However, if you do feel like you need some more information, visit Google Analytics a Cabinet Act w w w dot on analytics a cabinet dot google dot com Google Analytics helps amazing understand of site and they're Google Analytics Foundation course rise the right foundation for marketers and analysts seeking to understand the core principles of digital analytics on to improve business performance through better digital measuring courses free of charge. So do you find time to check it out? Find a way. Hope that how introduction toe up on analytics course gave you good face but also hopefully lead you down a journey that involves more discoveries and more questions. Way have assert turned in marketing basic sports to learn more about S CEO and PPC that will also support you in your learning journey. Thanks for joining us and good luck with your data