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Video: Understanding browser reports in Google Analytics to improve your website

Stay up to date with the latest marketing tools and techniques, and make your marketing efforts more productive. Get new tips every Wednesday.
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  1. 16m 16s
    1. Understanding browser reports in Google Analytics to improve your website NEW
      8m 36s
  2. 43s
    1. Welcome: Handoff
  3. 33m 48s
    1. Getting started with the Google Tag Manager debug tool
      6m 33s
    2. Debugging and validating Google Analytics setup
      10m 48s
    3. Searching for free images to use with marketing materials
      4m 56s
    4. Sharing animated GIFs on Twitter
      5m 29s
    5. Leveraging Twitter chats to grow your business or personal brand
      6m 2s
  4. 16m 35s
    1. Demystifying bounce rate
      3m 48s
    2. Updates to Facebook's CPC measurement
      2m 23s
    3. Using LinkedIn's Social Selling Index (SSI)
      6m 55s
    4. Using Facebook messaging for Pages to connect with customers
      3m 29s
  5. 36m 19s
    1. The 17 minute SEO
      17m 32s
    2. Summer marketing considerations
      3m 57s
    3. How to present pricing
      3m 58s
    4. MozCon recap
      8m 16s
    5. Showing your birthday on Twitter
      2m 36s
  6. 18m 13s
    1. Using the Facebook Pages to Watch feature
      2m 54s
    2. Using Twitter's audience insights
      5m 6s
    3. Using Google's new Search Console
      5m 51s
    4. Expanding your marketing reach through Pinterest
      4m 22s
  7. 22m 59s
    1. Using Twitter's Quick Promote feature
      4m 6s
    2. Changes to URLs in Google mobile search results
      4m 43s
    3. Using Buzzsumo for content marketing
      6m 34s
    4. Getting started with text message marketing
      7m 36s
  8. 30m 0s
    1. Meerkat and Periscope
      7m 27s
    2. Hosting promotional giveaways through Amazon Giveaway
      4m 24s
    3. Creating a call-only ad in Google AdWords
      7m 20s
    4. Using IFTTT's new mobile app: Do Camera
      4m 19s
    5. Using the Facebook Ads Manager app
      6m 30s
  9. 34m 10s
    1. Google analytics spreadsheet add-on
      6m 51s
    2. Setting up automated campaigns in mailchimp
      7m 37s
    3. Starting your first remarketing campaign
      5m 58s
    4. Setting up Google Webmaster Tools
      13m 44s
  10. 22m 43s
    1. Using Facebook offers
      6m 41s
    2. Google's mobile-friendly search label
      4m 31s
    3. Creating a pop-up offer with WordPress
      6m 3s
    4. Using Unbounce to build and A/B test landing pages
      5m 28s
  11. 13m 19s
    1. Using Peek to provide usability testing
      2m 58s
    2. Prequalifying traffic when running pay-per click ads
      2m 11s
    3. Marketing the cost of your service with customers
      3m 20s
    4. Using surveys to guide business decisions
      4m 50s
  12. 1m 36s
    1. Handing off the series to Brad
    2. Welcome to the series
  13. 5m 47s
    1. Tracking your Twitter analytics
      3m 26s
    2. How to properly reply to someone on Twitter
      2m 21s
  14. 7m 15s
    1. Using the new Pinterest messaging system
      2m 15s
    2. How to create Rich Pins on Pinterest
      5m 0s
  15. 10m 59s
    1. Five ways to improve your WordPress blog
      6m 19s
    2. Growing your email list with a WordPress blog
      4m 40s
  16. 12m 23s
    1. How to get your tweets noticed
      6m 57s
    2. Adding Twitter card functionality to your blog
      5m 26s
  17. 10m 2s
    1. How to create a more engaging Instagram profile
      2m 14s
    2. The do’s and don’ts of Instagram marketing
      7m 48s
  18. 7m 29s
    1. Exploring the redesigned Facebook Page layout
      2m 39s
    2. Exploring the new Facebook Save feature
      4m 50s
  19. 11m 27s
    1. Customizing your profiles 101
      7m 22s
    2. Exploring the benefits of premium accounts
      4m 5s
  20. 11m 8s
    1. How to create custom audiences on Facebook
      5m 5s
    2. How to improve your reach without using ads
      6m 3s
  21. 7m 17s
    1. How to use hashtags in Twitter search
      3m 40s
    2. How to make a refined search on Twitter
      3m 37s
  22. 13m 40s
    1. What is CASL?
      7m 9s
    2. Five Ways to prepare your business for CASL
      6m 31s
  23. 7m 23s
    1. Creating content for LinkedIn
      3m 43s
    2. Using the LinkedIn publishing platform
      3m 40s
  24. 6m 26s
    1. Using Snapchat to engage customers
      2m 56s
    2. Six second story telling with Vine
      3m 30s
  25. 6m 13s
    1. Five ways to deal with negative comments
      2m 33s
    2. Creating a community around caring
      3m 40s
  26. 9m 51s
    1. Five Apps for social media management
      4m 53s
    2. How to reach your audience on mobile
      4m 58s
  27. 6m 3s
    1. Using Hootsuite to cross post your content
      2m 50s
    2. Scheduling posts with Hootsuite
      3m 13s
  28. 6m 49s
    1. 5 Ways to use Instagram for business
      3m 9s
    2. How to run a contest using Instagram
      3m 40s
  29. 7m 30s
    1. Creating a URL shortener with Bitly Pro
      2m 34s
    2. Five Ways to track your social media efforts
      4m 56s
  30. 5m 33s
    1. How to setup your Vine profile URL
      2m 28s
    2. Tips & tricks for better Vine videos
      3m 5s
  31. 10m 34s
    1. How to write better blog posts
      5m 59s
    2. Ten ideas for your next blog post
      4m 35s
  32. 7m 44s
    1. How to set your YouTube Channel URL
      2m 34s
    2. How to use tags effectively on YouTube
      5m 10s
  33. 12m 32s
    1. How to create a Pinterest business account
      4m 16s
    2. Five ways to use Pinterest for your business
      8m 16s
  34. 12m 44s
    1. How to run a contest on Facebook
      7m 30s
    2. How to use your Facebook Insights data effectively
      5m 14s
  35. 7m 2s
    1. How to claim your Google+ vanity URL
      2m 49s
    2. How to use hashtags on Facebook, Twitter, and Google+
      4m 13s
  36. 15m 15s
    1. How to grow your email list with Twitter
      7m 21s
    2. How to run a contest on Twitter
      7m 54s

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Marketing Tips
Video Duration: 0s7h 43m Appropriate for all Jan 08, 2014 Updated Oct 07, 2015

Viewers: in countries Watching now:

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Become more productive and boost the impact of your marketing efforts with Brad Batesole's weekly marketing tips on everything from social media to digital advertising to techniques and tools. Every week you'll find a new and immediately actionable tip to help you build your community, track engagement, measure analytics, generate brand awareness, or help you accomplish other marketing goals. In addition to sharing from his bank of experience, Brad will answer questions submitted by members. Send your question directly to him via and you might just see it in a future episode! Tune in every week to keep your marketing efforts fresh.

Brad Batesole Justin Seeley

Understanding browser reports in Google Analytics to improve your website

- Hi, and welcome to another episode of weekly marketing tips. I'm Brad Batesole, and this week, I'd like to talk about the value of the browser-related data within Google Analytics. You might've stumbled upon the browser and OS report at one point, and you'll find it here, in the Technology dropdown, under your Audience Reports category. So I've been asked several times, what would I use this browser data for? And how is this at all helpful to me? So I thought I'd take a minute to explore this report with you, and how you can leverage it to find out some really useful information and areas that are actionable for your website.

So, the general gist of this report is it's going to give you some information on the browser that users are accessing your website with. So, for this particular site, I can see here that I've sorted by sessions, and therefore I'm seeing browsers in essence by popularity. So the most popular browser for accessing this website is Chrome, followed by Safari, followed by Firefox, Safari in-app, and then Internet Explorer. Now these are the big browsers, so these are likely what you're going to see as well.

But their order could vary, dependent upon the demographic and your customer segment. Now, before I dive into this report, I do like to point out that this report is very valuable when viewed over a large date range. So I'm going to go in the upper-right-hand corner, and I'm going to adjust my date range. I'm just going to go back and bring in, say, June to September. And really what I'm looking at, is just sort of a big picture. Now, as you learn some of the values of this report, you'll identify that it's also valuable to run this as, say, a comparison report.

You might use this to look at a date range and then compare it to another date range when you've made a change on your website. And that'll make a little bit more sense as we go through the value of this report. So, what I'm going to do is scroll down, and just take a high-level look at the data. And the first thing I'm interested in is the Bounce Rate. You'll notice here that, as I go through these bounce rates, they're pretty consistent, they're in line with one another. 22, 24, 20%, 21, but all of a sudden there's a jump here. 47% bounce rate.

And if I look over to the left, this is telling me that this is the Safari browser in an application. And so I know right away that that's going to be a mobile device. So this is interesting to me, because this bounce rate is almost two times worse than people coming from these other browsers. I don't necessarily know at this point if these particular browsers are mobile or not, I'm going to show you that in just a minute. But we have a good sense that we immediately have a problem with the Safari in-app browser. Now, you might go through this and notice that Internet Explorer, for example, has a very high bounce rate.

And you could drill into the particular browser. And what you might identify is, by browser version, that that bounce rate changes. And that's because some of these older browsers don't necessarily support all of the modern features of the language that your site might be written in. So a site that's running HTML5 and CSS3, with some really modern ways of styling things, might appear slightly different on some of these older browsers. So, right away, if you came in and saw that Internet Explorer 8 was driving a significant percentage of your traffic, but had a very high bounce rate, it would give you a sense of where to look.

So you might want to install or use an emulator, or use something like, to test out your website in that browser, to identify if you have a problem. Now you can also look at the session duration. And this tends to also be a good indicator if things are going wrong. You'll notice that the bounce rate is slightly low, at 25%, but that session duration is about a minute shorter than some of these more modern browsers. Now, this could be specific to the type of demographic that's using the browser version 8.0.

Or it could be specific to a problem. So, really use this as a way to guide yourself into looking deeper. This isn't necessarily an answer right here, you're going to have to do some more exploration. If you have conversion tracking set up, and you're doing this with e-commerce, you'll also see some transaction information, which is another great way to identify issues. If you notice that your e-commerce conversion rate is really low for a particular browser, and much higher for another browser, it could be, again, an indication of a problem. Now I want you to also consider the statistical significance of this data.

You'll notice that the browser version 11.0 is 73% of all the Internet Explorer traffic. And it has a 1% conversion rate. But this 0.06% conversion rate is dealing with a browser that's serving up 4% of all Internet Explorer traffic. So these numbers are smaller. So I need to check to understand if that conversion rate is really valid to compare against 11.0. If it was statistically significant, well, then, I should really identify if there's problems with Internet Explorer 8.0.

So I'm just going to go back to the report that we were looking at earlier. Which is sort of this high-level overview of all browsers. And another thing that you can do is, let's drill into the Safari in-app browser. Now you'll notice right away that the browser version is not set. So I don't have a lot of help here, there's not a lot of insight. And this is where bringing in a secondary dimension becomes helpful. So I'll tap "secondary dimension", and I'm going to type in "device". And here I have some options, I can look at device category, mobile device info, or mobile device model.

So I'm going to tap "mobile device model", and Google's going to do the best it can to give me information on that device. In the case of some Apple products, it might not tell you the actual model of the device, say the iPad Air, or the iPhone 6, you're just going to get iPhone, iPad, iPod, for example. This can change, depending on the various reports and what data Google has, so bring it in and see how granular it gets. In this case I can see that I have a much lower bounce rate for the iPad than I do for the iPhone.

And that makes me think that perhaps my responsive design on the site is a little bit better for tablet view than it is for mobile view. So I might drive in and really begin to think about that. So, when we go back to this overview, you'll notice that I also see the session duration is very low for Safari when it's in an application, being accessed through another application. So, I might have some testing that I need to do around that. So I need to find how I can get Safari to launch in that case, and go to the site and see what the problem is. And you can also click into the Safari browser and from here bring in that secondary dimension of mobile device model.

And you'll notice that much of this Safari traffic is also coming from an iPhone and an iPad. And I can then look at this granularly, and determine, based on the browser version here on the left, if any of this differentiates. So, again, I'm just looking for patterns and trends that might suggest to me that something's wrong with the site and with what browser it's failing with. Now there are a number of other ways that you can use this browser and OS report. You can set up a custom segment, to look at a particular group of users based on their affinity or their interests.

And you can identify if that particular demographic is using one browser over another. And that'll help you understand if you want to be testing in a particular browser for the majority of your site. So if you're doing something really quickly and you just want to make sure that it works for 80% of your users, you might know that, well, 80% of my most popular demographic, my number one spenders, are using Chrome. And so I'm just going to make sure that Chrome is supported. Another thing this is really useful for is also not worrying about testing on all of the browsers.

You might come in and identify that 80% of your traffic is using a modern browser. A recent version of Chrome, a recent version of Internet Explorer, and a recent version of Safari. And if that's the case you have much less testing to worry about, because that really small traffic number might be insignificant to really worry about in terms of testing and refining. You might be able to say, well, yeah we have a bug in IE 7, it's not really worth it for our 500 visitors, it's not going to impact our day-to-day any. So this is really a great way to help you understand what's going on, where to test, and how to prioritize what to test after you launch your site.

Thanks for checking in this week. As always, I'd love to hear from you. So let me know what you thought about this week's episode. You can reach me on Twitter, @bradbatesole or via email, I'll see you next week.

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