Rand’s going to talk about how to make standard metrics actionable. [woot]
To make Analytics actionable, always ask:
Why am I measuring this?
What would I do if results were different?
Search Referral Analytics
# of visits per search engine over time – You want to see this number increase over time, in relationship to the search engine’s market share/overall global growth [Action: find out if it’s a ranking/indexing issue]
# pages getting search referrals over time – Measure for each search engine and often. [Action: discover if indexation is an issue worth effort, read more about that here]
# of keywords sending traffic from a search engine over time – Look for increase in number of keywords sending traffic to your site – especially if you create a lot of content [Action: might be a rankings/demand issue; determine if content additions are accretive and what drives growth/shrinkage in search traffic]
Keyword Referral Analytics
# visits per keyword – Compare week by week, or even month by month [Action: Analyze top traffic drivers from a value perspective, check rankings for potential easy wins & get answers if traffic dips]
First time vs. returning visits per keyword – Business decision: which is better for you? [Action: Determine value of reaching new visitors vs. converting branded users (focus efforts on the more valuable one)]
Keyword rankings – They can be valuable! [Action: know if traffic spikes/dropoffs are from rankings, indexation or search demand shifts by matching traffic with rankings, SEOmoz has their own ranking tracker and you can track rankings using Analytics!]
Time on site – Take it to the next level [Action: compare ROI metrics; if they correlate, improve on keywords/landing pages with low time on site]
# of Pageviews – Again, take it further than “sweet, it went up this month” [Action: Depending on your metrics, a “sweet spot” of pages browsed often dictates a conversion event – optimize towards it!]
Repeat visit ratio – [Action: Find what content/activities/referrers send engaged (read: returning) traffic and copy those while improving subpar pages]
Sharing/linking activity – Start tracking these actions, just like a conversion! [Action: Find patterns/sources that predict sharing activities (both content and CTAs) and make them testable conversion events]
Latent Conversion Tracking
Removing last-click attribution – Do you know what happens before their last click when they become a conversion? Look at full path analysis within Navigation Summary in your Analytics. This post will show you how to do this.
Lifetime Customer Value = CLTV (Customer Lifetime Value): how much money they spend, how many referrals
Cost of Acquisition = CAC (Customer Acquisition Cost): how much spent on sales, SEO, marketing, advertising
ROI = CLTV – CAC
Always be asking “What’s the ROI?”
Q: In your opinion what’s the best Analytics software?
A: Depends on the person using it. Omniture experts will have difficulty with WebTrends. You can get a lot of the same information from all of the packages.
Q: Why the symmetric dip in SEOmoz’s traffic?
A: B2B websites will usually see dips on the weekends.
Q: How can I see the number of unique visitors for a particular section of my website?
A: At the bottom of Google Analytics, you can filter landing pages based on page, like:
Q: Is there a big difference between different Analytics packages?
A: Eric Enge did an extensive study with this at StoneTemple.
Q: Is there a way to automatically see rankings in Google Analytics?
A: Yes, here’s the Yoast link again.
Q: What’s the best tool for measuring ROI?
A: Salesforce.com, SEOmoz uses Infusionsoft.
Q: In your opinion, what’s your favorite part about Google Analytics?
A: Simplicity; the greatest thing is it’s easy to use, fairly fast.
Q: How do you compare bounce rates with other websites in your industry?
A: Google Analytics will let you view your site stats compared to similar sites in your industry using Benchmarking. You can find these stats under Visitors > Benchmarking. [You can set your industry at the very top of the page.] It’s up to you whether you actually believe these stats or not, obviously.
Q: Tell us something about bounce rates.
A: I only care about them when they happen in my conversion funnel. Always tie it to conversion and ROI.
Q: Why is rank tracker different than actual search?
A: Make sure personalized search is off (use &pws=0 after your query); local search could also change your results.
Q: When looking at social media sites, what are the metrics to track?
A: It depends on what you want them to do. Branding? Time on site. Go to your site and look at ads? Maybe page visits.
Rand Fishkin, SEOmoz