Digital Insights

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Google Analytics Implementation Guide for Beginners

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We discussed on a previous post the different Google Analytic Code configurations you can do in order to set the correct tracking on your web site.

Today I am to show how to plan your Google Analytics Implementation setup by providing a guide with detailed task lists, linking at the best sources/blogs I have seen on the internet. Those sources, hopefully, will take you through the process whether you plan to use Universal or an Enterprise (Google 360) Solution.

Please bear in mind that this was useful to me a couple of years ago when I worked on an acquisition focused web site and it is NOT a good guide for e-commerce web sites.

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How to measure your YouTube video length performance

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Quick post today about YouTube video analytics and in particular how to measure your Youtube video length’s performance with scatter plot chart .

This information will help you make decisions around your video content length creation as well as help you decide at which point you should position your call to actions.

Note that the analysis below makes more sense to long length videos rather small 30 seconds advertorials. The samples below were taken from 30+ minute webinars that were promoted via YouTube advertising.

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How to set up an optimisation test with Google Optimize (BETA)

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Another quick post this week to show you how to set up an optimisation test with what seems to be Optimizely’s new competitor, Google Optimize (Part of Google Analytics 360 Suite).

The product is still in BETA, so not sure how many more additions they plan to make; however, at a first glance it seems that Google is ready to start getting some market share from the optimisation world.

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Exit Rate % Metric Explained like never before

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The majority of the time landing page analysis is the primary focus of any web analyst when carrying out a web site review. However, little attention is given to visitor departure pages, also known as the Exit Rate.

This lack of focus is somehow understandable, especially on heavy acquisition web sites, where CMOs and Heads of Digital spend heavy budgets on biddable media and want to know which channel performs best when it comes to their KPIs. Consequently, the focus goes to landing page optimization metrics, in order to analyse visitors. It’s important that you don’t, however, ignore your visitors and what they do next.

Most of the time this happens because unlike the Bounce Rate, there isn’t a set rule for the Exit Rate. A visitor could end the visit at any moment without a meaningful reason, thus it is harder to explain. I believe that an exit rate analysis can give you a lot of important answers as to why particular visitor segments are exiting your site prematurely.

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Path Analysis with Google Analytics & Excel

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In this post I will show you how to use the standard CSV report from Google Analytics in order to do path analysis and identify how users navigate through your web site and which particular journey results in a successful conversion. A lot of people and digital marketers pay attention to landing page performance, relevant behavioral and conversion metrics (conversion rate, bounce rate, etc). However, in many cases the bounce rate is low on the landing page, but high on the next page that catches the user’s attention.

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Google Analytics Code Configuration, A Complete Guide

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I decided to write a post about the Google Analytics code, primarily for people new to the web analytics world. Even if this a very old topic that has been exhausted by various renowned bloggers, I realised that a lot of people still struggle to understand the basic differences between Google Analytics tracking code versions.

Hopefully in this post I will clarify the main differences and modifications that you can do to your Google Analytics code, when to use each version, and what you’ll get in return. I will also cover how to do the same modification with Google Tag Manager. If you do not know what Google Tag Manager is, Google recently released a series of videos that will help you understand the basics.

I will not go through the old school Urchin.js code, and dive directly to the codes you are most likely to see in various web sites today.

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