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The key is to understand the data and make smart decisions,” said Yehoshua Coren, founder of Analytics Ninja , at the start of his talk titled Google Analytics for Smarties . Yehoshua is one of the leading experts in the field of web analytics, and this is evident on stage. Not only with his knowledge, but also with his presentation and enthusiasm, which can be very contagious.

Strategic approach
Right at the beginning of the lecture, which took place as part of the inOrbit 17 event, Yehoshua highlighted an important but often forgotten fact: web analytics requires a lot of planning if we want to get relevant data and make the right decisions. It is important that we do not talk about the implementation method at the beginning, nor are we interested in what we want to measure, but the first and most important question is what our business goals are. Once we know what goals we have, we ask ourselves what data we need (= what we will measure) to see if we are achieving the goals. Only then does implementation, tool configuration and preparation of various reports come into play. Based on all of the above, we can get important data and various information. The circle closes when we are able to determine, based on the data obtained, whether we are achieving the goals we have set for ourselves, and whether we are even following them. Without these results, web analytics is practically useless.

The next thing he highlighted were dimensions and metrics in Google Analytics. These are basic building blocks, but when used correctly, they provide even more detailed data about events that a user initiates on a website. They can be used primarily as counters for a variety of events. At this point, he also mentioned calculated phone number list metrics . He highly recommended their use, and as one of the most important examples, he highlighted the correct formula for measuring conversion rates, where the user is important, not the number of visits (# Transactions / # Users).

It's all about understanding data and making decisions! @analyticsninja
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Use advanced dimensions and metrics
Advanced metrics also involve scoring individual visits to a website. The basic idea is that during each visit we count various events that a user can trigger (e.g., a form submitted, a click on various buttons, etc.). Of course, we are talking about events that are important and in line with our goals! This way we can find out which segment of users achieves the highest number of points during their visit. You will probably agree that these are usually the users who also have the greatest potential to become our customers (of course, assuming that they are not yet.

One of the most important things in the implementation is planning the metrics that we will later use for segmentation. As an example, we can cite additional data about the blog that we can record in analytics: author name, post category, post title, post length, etc. Without prior thought, we end up with data that is useless for segmentation. 2 types of segmentation were mentioned:

traditional type, based on personas,
a type based on user behavior on the website itself.
Some examples that Yehoshua mentioned that can help us understand users:

From the data we can see how often purchases are made in different industries, which makes it easier for us to plan inventory and marketing,
When selling IT courses, we can find courses that stand out due to the high number of course views and registration forms, but at the same time the low number of registrations. As a result, this can be a great starting point for developing hypotheses and conducting A/B tests.
It's impossible without user segmentation!
In the third part of the lecture, he highlighted how to use dimensions and metrics (simple and advanced) to determine the purpose for which users come to our website.

For example:

If we have an online store, it's pretty easy to find out which users are just coming to the site out of curiosity - they add products to their wishlist and cart, but don't buy them. Apparently, people from Southeast Europe are world champions at this.
If we offer content on our website that users can download, we can use the additional dimensions and metrics we provide to this content to learn what content interests users and thus better understand the purpose for which they come to the website.
If we offer various IT courses on our website, we can use additional dimensions and metrics to understand in more detail what the user is looking for - whether they came to the website to register for an advanced or beginner course, what topic they are interested in, etc.
It is important to find out the purpose for which users come to our website.
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Smart remarketing
In the last section, Yehoshua talked about remarketing. But not just in general, but about remarketing based on all the solutions mentioned above. The basic remarketing lists, which are most often used, are actually useless, as they include all users who have already been to our website. It is better to use a list with different conditions, which we can monitor using advanced dimensions and metrics and based on which we can draw conclusions about the intentions of users. As an example, I can cite lists created with conditions, such as:

the user added at least 1 product to the cart, but did not make a purchase,
the user has watched more than 3 videos,
the user mostly viewed beginner courses, not advanced ones,
the user used the product comparator.
By preparing shortlists for remarketing, these campaigns can be better/more successful/more efficient (whatever suits you better , as they are more tailored to the users we are targeting.

An important parameter when creating remarketing lists is how long a user stays on the list once they meet the selected condition. By using this parameter correctly, we can create even better remarketing lists.

At the end, Yehoshua summarized the entire lecture once again, so it seems reasonable to summarize it here as well.

Before you embark on implementing web analytics, prepare a plan and strategy. Document what has been agreed upon.
Be aware that there are two types of segmentation.
Based on the data, try to determine the purpose for which users visit the website.
Use smart remarketing based on the data you collect.
Yehoshua ended his lecture by chanting: "Segment, segment, segment, segment!", once again emphasizing that segmentation is the most important thing when we analyze data, research user behavior, and prepare an advertising strategy.

Join us for a free webinar: Roundtable: How to be more data-driven , November 24, 2020 at 3:00 PM. We will be joined by 3 top experts from the world of analytics who will explain why it is important to make your decisions based on data and how to do it.
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