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Google Analytics Essential Training (2010)

Understanding visitor loyalty vs. recency


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Google Analytics Essential Training (2010)

with Corey Koberg
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  1. 6m 2s
    1. Welcome
      1m 13s
    2. How to get the most from this course
      3m 11s
    3. What's new in this update?
      1m 38s
  2. 5m 19s
    1. The pitfalls of hit counting and turning data into information
      3m 6s
    2. Web analytics: A tool and a process
      2m 13s
  3. 15m 30s
    1. Defining goals and conversions: Why do you have a web site?
      5m 40s
    2. Understanding data: Averages, segments, trends, and context
      1m 51s
    3. Introducing segments
      2m 38s
    4. Understanding trends and context
      5m 21s
  4. 11m 25s
    1. How does Google Analytics work?
      2m 18s
    2. Setting up an account
      2m 49s
    3. Installing tracking code on a site
      6m 18s
  5. 24m 20s
    1. Understanding accounts and profile administration
      6m 59s
    2. Navigating the reports and the Data Over Time chart
      4m 45s
    3. Selecting and comparing date ranges
      6m 50s
    4. Using annotations to make notes in data
      2m 30s
    5. Using the help tools
      3m 16s
  6. 24m 20s
    1. Viewing data in different formats (overview, tabular, pie, bar, compare to site)
      6m 10s
    2. Navigating data with site usage, goals, and e-commerce metrics
      9m 20s
    3. Sorting data with inline and advanced filters
      8m 50s
  7. 10m 26s
    1. Understanding the importance of segmentation in data analysis
      4m 40s
    2. Slicing data with dimensions
      5m 46s
  8. 7m 38s
    1. Why share data?
      1m 10s
    2. Managing user accounts and profiles
      4m 8s
    3. Emailing reports
      2m 20s
  9. 29m 12s
    1. Understanding who is visiting a site
      1m 20s
    2. Analyzing location data
      4m 52s
    3. Using language identification to segment users
      1m 35s
    4. Differentiating new users from returning users
      2m 1s
    5. Understanding visitor loyalty vs. recency
      4m 25s
    6. Comparing data according to visits, visitors, and page views
      2m 10s
    7. Sorting data by browser capabilities
      3m 56s
    8. Analyzing data from mobile browsers
      2m 34s
    9. Using flow visualization to see common paths
      6m 19s
  10. 23m 50s
    1. Linking an AdWords account to Google Analytics
      2m 46s
    2. Identifying campaigns and segmentation options
      5m 55s
    3. Using keyword reports
      1m 31s
    4. Fine-tuning your match type with the Matched Search Queries report
      3m 44s
    5. Optimizing traffic by time of day
      1m 37s
    6. Using the Destination URL report to identify landing pages
      1m 45s
    7. Identifying the best placement options for ads
      2m 0s
    8. Keyword positions
      4m 32s
  11. 40m 3s
    1. Understanding where site visitors come from
      2m 32s
    2. Analyzing the All Traffic Sources report
      2m 4s
    3. Identifying direct traffic
      2m 20s
    4. Identifying users who were referred to your site
      3m 9s
    5. Viewing search engine reports (overview, organic, and paid)
      4m 52s
    6. Introducing campaign tracking
      11m 17s
    7. Planning, creating, and logging a tracking strategy
      2m 58s
    8. Tracking offline campaigns
      7m 11s
    9. Finding data in a Campaign report
      3m 40s
  12. 36m 43s
    1. Analyzing top content by metrics and the navigation summary
      3m 29s
    2. Sorting top content according to page title
      3m 57s
    3. Understanding when to use content drilldown
      2m 25s
    4. Measuring the importance of top landing and top exit pages
      3m 41s
    5. Identifying slow-performing pages with the Site Speed report
      4m 6s
    6. Understanding the Site Search and Usage report
      3m 29s
    7. Analyzing the Search Terms and Search Term Refinement reports
      4m 12s
    8. Using the Site Search Pages report to understand how users search
      5m 19s
    9. Configuring Site Search
      6m 5s
  13. 33m 49s
    1. Understanding the Goal reports
      4m 24s
    2. Configuring goals
      9m 55s
    3. Understanding funnel visualization
      9m 48s
    4. Identifying value through E-commerce reports
      4m 35s
    5. Using goal flow to find detailed insights
      5m 7s
  14. 24m 25s
    1. Real-time data for time-sensitive analysis
      4m 21s
    2. Using intelligence alerts to flag important events
      8m 59s
    3. Creating custom intelligence alerts
      5m 48s
    4. Creating and customizing dashboards
      5m 17s
  15. 43s
    1. Goodbye
      43s

Video: Understanding visitor loyalty vs. recency

In the previous few reports we've introduced the idea of tracking whether users are coming back to the site and how engaged they are during that visit. Now we'll look to segment that data into histogram-styled buckets to try and gain more insight into what's actually happening when those visitors come to our site. The first report here is called the Frequency & Recency report, which gives us an idea of how many times users are coming back to the site, using the Count of Visits metric, as you can see on here on the horizontal bar. And we previously talked about New vs. Returning, but this attempts to shed a little more light on not just if they're returning, but how many times.

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Google Analytics Essential Training (2010)
4h 53m Beginner Oct 08, 2010 Updated Dec 20, 2011

Viewers: in countries Watching now:

In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.

Topics include:
  • Setting up an account
  • Installing tracking code on a site
  • Reading the dashboard and understanding high-level metrics
  • Understanding how visitors use and navigate web site content
  • Analyzing visitor and traffic source reports
  • Tracking AdWords and other marketing campaigns
  • Planning and configuring goals
  • Utilizing segmentation for deeper analysis
  • Understanding the raw data and how it's collected
  • Selecting and comparing date ranges
  • Using flow visualization to see how visitors navigate through a site
  • Identifying slow-performing pages
  • Performing real-time analysis
  • Using annotations and other best practices
  • Configuring and analyzing internal site search
  • Determining the best report view to use
  • Navigating reports with tabs
  • Cleaning up data with inline filters
  • Sharing data and reports
Subjects:
Business Online Marketing Web Data Analysis Web Analytics SEO
Software:
Google Analytics
Author:
Corey Koberg

Understanding visitor loyalty vs. recency

In the previous few reports we've introduced the idea of tracking whether users are coming back to the site and how engaged they are during that visit. Now we'll look to segment that data into histogram-styled buckets to try and gain more insight into what's actually happening when those visitors come to our site. The first report here is called the Frequency & Recency report, which gives us an idea of how many times users are coming back to the site, using the Count of Visits metric, as you can see on here on the horizontal bar. And we previously talked about New vs. Returning, but this attempts to shed a little more light on not just if they're returning, but how many times.

As we saw in the New vs. Returning report, only 10% in total are returning visitors. What we see here is that half of them, 5%, have been to the site one or more times. That quickly drops off and as we see for this site, folks don't tend to come back multiple times. So what this tell us is that we better make sure we do everything we can to keep them on the site once we get them here. This also gives us info about our sales cycle. While people rarely buy a car on impulse, they may research for weeks. This graph tells us that for this site we need to make the sale now because the odds are, they aren't coming back.

Now, because this all depends on the nature of your business, this report will vary widely, and yours may not look like that. We can see a slightly different report here if we switch to another site that's going to look a little bit different. Let's do that. We still see the majority of visits coming in the first and second row, but we also see a bump down here, a little bit more than the halfway through. It's important to note that this is not necessarily that more the visitors are coming back around this time; it's that this is the part of the histogram where it starts to group larger and larger quantities of time together. We've got 5 here, 10 here. We get down here, visits 100 through 200 are all grouped into one row.

Now if you see large numbers clustered down here all the way at the bottom, be sure to check in if you're counting internal traffic. In other words, people within your own organizations, they may be skewing your stats by hitting the site on a daily basis. This is especially true if you have an organization where the homepage of the browser is set to load the company homepage. A similar but slightly different metric that gives us a window into our sales cycle is to examine days since last visit. So we move from Count of Visits over here to Days Since Last Visit, which shows us how long ago the previous visit was. So instead of the number of returned visitors, we're looking at the time of those visits and how close or far apart they were.

As we see the bump in traffic halfway down where the bucket start to grow into larger numbers, also keep in mind for Google Analytics to track this accurately means the cookies must be intact. The chance that a person deletes their cookies within a day or two is relatively low. But as we start to approach a year or even longer, the chances that they haven't changed computers, location, or cleared their cookies in any other way is substantially less. The next report section down here is the Engagement reports, and the Visitor Duration metric is a highly illuminating report because it exposes just how misleading these averages could be.

It's well known within user experience circles that most people spend less than 10 seconds on a page, which is backed up by this data. We can see that by far the biggest bucket of visitors spend very little time on the site, and they're probably contributing towards the bounce rate. But if you recall from the overview reports, which we'll glance at back here, the average time on site down here was a minute and 51 seconds, because there are just a few people that spend a great deal of time on the site, so this average is misleading. However, with their analytics we're really trying to tell a story about our users through the data.

So going back to the Engagement report, we see it would be very misleading to believe that the majority of people actually do spend a minute and 51 seconds on the site due to that average. And we can see here that the majority are in the less-than-10-second bucket. Worse yet, those folks that spend a great deal of time on their site and distort the average, oftentimes they're internal to the organization, or they're folks looking from home, or other noncustomer, non-external visitors, and we generally aren't focused on them in our web analytics analysis. The Page Depth metric also in this engagement report is similar and that examines the engagement of the visits, but rather than focus on time, it focuses on the number of page views.

Again, this highlights the problem with averages. If we look up at the Google store profile, in the Overview section we can see the average number of page views for this site as a whole was over 3 pages per visit. However, if we look at the engagement report, we see here that three-quarters of the visitors see two pages or less, the majority of those just one. So assuming that most people see over three pages per visit because that's what the average is would be a major mistake in our analysis. Visitor behavior reports can shed a great deal of insight into how visitors are using our site, both over the course of time and within a specific session.

Find answers to the most frequently asked questions about Google Analytics Essential Training (2010).


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Q: The course was updated on 12/19/11. Can you tell me what's changed?
A: Many movies were updated to reflect the changes in the Google Analytics user interface and new movies were added to the course as well, with topics including using flow visualization to see common paths, identifying slow-performing pages with the Site Speed Report, using goal flow to find detailed insights on funnels and conversion paths, analyzing real-time data for time-sensitive analysis, and fine-tuning match types with the Matched Search Queries report.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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