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General instructions
https://www.patreon.com/jesperastrom
https://jesperastrom.com/google-analytics-audit-template/
https://www.youtube.com/watch?v=mw1-oeuGI94
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ATTRIBUTION MODELLING
mix/time you spend on different activities and traffic channels in order to
achieve
VideoasResource:
high of a growth as you can.
https://www.youtube.com/watch?
v=SBF6OgO1E1s

What business are we in?

Where is your business at?

Do
Wasyouyourhave brand or
business recognition over 80%?
service launched to the public
more than 6 months ago?
Is your returning traffic more than 50% of your
visitors?
Is the traffic from your referals more than 10% of
your total traffic?
Are people talking about your business in traditional
media
Do youmore than once
get social mediaper week?
traffic to your website that
converts?
Do you have a lot of direct traffic to your website as
the first have
Do you touchpoint
a lot ofwith a user?
direct traffic to your website as
the LAST touchpoint before
Do more than 50% of your customers conversion?make their
purchase on the same day of their first visit?

RESULT
 is a calculation in the cell and you
shouldn't touch it.
How many customers buy a second time in 90 days?
>30%
Attribution Value First
Interaction
Yes 20
No 70
Yes 80
No 30
No 40
Yes 40
Yes 20
No 10
Yes 10

36%
Attribution Value Middle Attribution Value Last
Interaction Interaction
20 60
10 20
10 10
20 40
20 40
30 30
20 60
10 80
10 80

17% 47%
 Definition
Active user https://jesperastrom.com/google-analytics/active-users-report-in-google-analytics-definition/
Lifetime Value https://jesperastrom.com/google-analytics/life-time-value-report-in-google-analytics/
Cohort Analysis https://jesperastrom.com/google-analytics/cohorts-report-in-google-analytics-measure-new-users
Audiences https://jesperastrom.com/google-analytics/how-to-create-an-audience-for-retargeting-in-google-a
Demographics https://jesperastrom.com/google-analytics/when-to-use-demographics-in-google-analytics/
Interests https://support.google.com/analytics/answer/2799357?hl=en
Geo https://support.google.com/analytics/answer/6160484?hl=en
Behavior https://jesperastrom.com/google-analytics/how-to-use-audience-behaviour-in-google-analytics-go
Technology https://mayecreate.com/blog/dissecting-google-analytics-reports-technology-and-mobile-usage/
desktop-vs-mobile-vs-tablet-
Mobile metrics/
com/cross-device-reports-
Cross Device google-analytics/
Benchmarking https://www.practicalecommerce.com/A-Guide-to-Google-Analytics-Benchmarking-for-Ecommerce
User flow https://jesperastrom.com/google-analytics/user-flow-report-in-google-analytics/
INTO AT LEAST SEGMENTS OF SOURCE/CHANNEL
GROUP AND CONVERTERS VS. NON CONVERTERS YOUR EVALUATION
Questions
Are you analysing a loyalty business where customers Findings
should make
- Do users a purchase
come at least
back to the twice
website per month? Are they?
regularly?
make a purchase. Especially if client wants you to evaluate
the
thateffects
you can oflook
a change on the
at them websiteand
separately to their business.
use them for
retargeting?
demographics convert to different product categories on
your website
reaching them with your OFFER through content marketing
or ads?
the different offsite opportunities and differences that might
affect conversion rates or interest on the website.
TO BE ADDED
- Could you useSOON
these insights higher up in the Funnel? Ie.
when you target
look at converters your advertising?
vs. non converters and people who stay
on your website and do what you want
alternatives to it soon - stay tuned them
for that. to do.
Until then - read
the two sources to the left really sceptically.
TO
thatBE
theADDED
company SOON
wants the visitor to do on these pages and
are the visitors doing this?
ON SCORING (AUTOMATIC)
How simple is it How many people need to be
Recommendations to test? Upside on Sales involved in decision?
Needs
Can bedevelopers
done by a Moderate Yourself
marketer
marketing to Moderate Upper management
work together High Yourself
Needs
Can bedevelopers
done by a Low Middle management
marketer Low Middle management
Needs developers Low Middle management
Needs developers Low Middle management
Needs developers Low Middle management
Needs developers Low Middle management
Needs developers Low Middle management
Needs developers Low Middle management
Needs developers Low Middle management
Needs developers Low Middle management
Risk if it doesn't AUTOMATIC YOUR INPUT
Your time estimate? AUTOMATIC
Probable real time for
happen? Difficulty level (Hours) change? (Hours)
High 16 2 2.64
Moderate 21 4 5.68
Low 42 4 7.36
High 55 2 4.2
High 51 0
High 55 0
High 55 0
High 55 0
High 55 0
High 55 0
High 55 0
High 55 0
High 55 0
 Definition
channels-in-google-
Channels analytics/
Treemaps https://support.google.com/analytics/answer/6180144?hl=en
ctive.com/source-
Source/Medium medium-google-analytics/
g/referral-paths-in-
Referrals google-analytics/
ads/answer/6168606?
Google Ads hl=en
m/webmasters/answer/1
Search console 120006?hl=en
m/google-analytics-
Landing pages landing-page-report/
m/analytics/answer/249
Queries 1146?hl=en
m/analytics/answer/309
Social 4765?hl=en
Network Referrals https://www.megalytic.com/blog/understanding-the-referral-report-in-google-analytics
m/google-analytics-
Landing pages landing-page-report/
Conversions https://support.google.com/analytics/answer/3094765?hl=en

Campaigns https://support.google.com/analytics/answer/6205762?hl=en
SEGMENTS OF SOURCE/CHANNEL GROUP AND CONVERTERS VS. NON
CONVERTERS
Questions
spent a lot of time working on one source, but are not getting enough
traffic
- Can yourelative to the
quantify theother
valuesources?
that the traffic gives you? What do they do
that is valuable
to your website? to you? How can you measure those activities?
-- What
Do youother
havearticles andorpages
the email have contact
any other the same potential?
detail to the people and
publishers who are referring traffic to you?
- Are there some missing content that could improve your Google Organic
performance?
there any strategic conclusion you can draw from this? Do you perhaps
have toare
- What change your content
the users actually accordingly?
telling you? What pages are the best to drive
value?
campaigns? Do you use the insight from the organic search to produce
more relevant ads?
say they came from Facebook, are you giving them the chance to
subscribe
traffic? Usetosegments
YouTube?to discover differences in content consumed,
bounce rate and
it converting sign Itupshould.
better? rate toWhat
your could
subscriptions orthese
you do to paid pages
solutions.
in order
to increase their value/conversion rate?

- Are you running old campaigns that aren't working anymore? Are you
driving traffic to dead pages that no longer exist? 404-pages?
Evaluation
Findings Recommendations
SCORING (AUTOMATIC) to be involved in doesn't
How
Needssimple
sales &ismarketing
it to test?to work Upside on Sales decision? happen?
together Low Middle management Low
Can besales
Needs done&bymarketing
a marketer to work Moderate Upper management Moderate
together High Yourself Low
Needs developers Low Middle management High
Needs developers Low Middle management High
Can be done by a marketer Low Middle management High
Needs developers Low Middle management High
Needs developers Low Middle management High
Needs developers Low Middle management High
Needs developers Low Middle management High
Needs developers Low Middle management High
Needs developers Low Middle management High
Needs developers Low Middle management High
Needs developers Low Middle management High
Needs developers Low Middle management High
Needs developers Low Middle management High
Needs developers Low Middle management High
AUTOMATIC YOUR INPUT
Your time AUTOMATIC
time for
Difficulty level estimate? change?
85 1 2.7
21 0
42 0
55 0
55 0
51 0
55 0
55 0
55 0
55 0
55 0
55 0
55 0
55 0
55 0
55 0
55 0
 Definition
/analytics/answer/278557
Behavior flow 7?hl=en
Site Content https://searchenginewatch.com/sew/how-to/2340779/google-analytics-content-reports-underst
Landing pages https://support.google.com/analytics/answer/2531575?hl=en
world.net/2012/08/top-
Exit pages exit-page-analysis.html

Site speed https://support.google.com/analytics/answer/1205784?hl=en

Page Timings https://support.google.com/analytics/answer/2383341?hl=en
Speed Suggestions https://support.google.com/analytics/answer/1205784?hl=en
User Timings https://developers.google.com/analytics/devguides/collection/analyticsjs/user-timings
/customsearch/answer/27
Site search 15510?hl=en
Search terms https://www.wordtracker.com/academy/seo/analytics/google-analytics-for-seo
/analytics/answer/103306
Events 8?hl=en
Top Events https://www.optimizesmart.com/event-tracking-guide-google-analytics-simplified-version/
Pages https://support.google.com/analytics/answer/2521316?hl=en
Events Flow https://support.google.com/analytics/answer/2521316?hl=en
FOR ALL AUDIENCE REPORTS, BREAK THEM DOWN INTO AT LEAST SEGMENTS OF
SOURCE/CHANNEL GROUP AND CONVERTERS VS. NON CONVERTERS
Questions
- If you have search on your website, are people moving from a lot of pages to search result
pages?
- Look at different demographics using segments. What content is the most important for
different
decrease groups of users?
your bounce rate by adding converting elements to the landing pages or giving
people navigational options
- What could you add to these inpages
the page that they
in order can use their
to decrease to move
exitdeeper
rate? into your website?
- Have they converted before they exited? Did you give them a chance to?
- Are you hosing images, videos etc on your own website or would it be a better idea to host
it on YouTube/flickr
- Why etc.?
do you think this is and is there a way in which you can optimize your other pages for
site speed according to the recommendations that Google gives you?
- Yepp. Just do what they're asking.
- As above.
- Do you use these kind of terms in your search campaigns like in Google Adwords?
-can
Dolearn
you call
for your
your products the same
posts in Social thing
media? your visitors
Anything areput
you can searching
in your for?
content plan for next
month? Anyting you could update your FAQ with?
how people use your website before they convert?
-can
Doyou
youlearn
have something
goals setupfrom
for your
themmost
and important
implementGoals?
on your other events that are more
valuable to you?
- Are those events preferrable and is there anything you can learn from those page types in
order
- Whereto are
make adjustments
people droppingtooff?
the Why
rest of
dothe
youwebsite?
think that is? Are they satsifried, are you
satisfied? What can you learn from the places where they don't drop off?
Evaluation SCORING (AUTOMATIC)
Findings Recommendations How
Needssimple
sales &ismarketing
it to test?to
work together
Can besales
Needs done&bymarketing
a marketer to
work together
Needs developers
Needs developers
Can be done by a marketer
Needs developers
Needs developers
Needs developers
Needs developers
Needs developers
Needs developers
Needs developers
Needs developers
Needs developers
Needs developers
Needs developers
ATIC) be involved in doesn't AUTOMATIC YOUR INPUT
Your time
Upside on Sales decision?
Middle happen? Difficulty level estimate?
Low management
Upper Low 85 1
Moderate management Moderate 21
High Yourself
Middle Low 42
Low management
Middle High 55
Low management
Middle High 55
Low management
Middle High 51
Low management
Middle High 55
Low management
Middle High 55
Low management
Middle High 55
Low management
Middle High 55
Low management
Middle High 55
Low management
Middle High 55
Low management
Middle High 55
Low management
Middle High 55
Low management
Middle High 55
Low management
Middle High 55
Low management High 55
AUTOMATIC
time for
change?
2.7
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
 Resource
/blog/critical-goal-
Goals types/
Goal URLs
Reverse Goal https://support.google.com/analytics/answer/1116091?hl=en
google-analytics-
Path
Visualizatio report/
abandonment-
n 9f63d46ec4df
e.com/watch?
Ecommerce
Product v=csIzGSsEeO0
analytics-part-2-
Performance
Time to 3e2368912aa3
Purchase https://www.morevisibility.com/blogs/analytics/3-key-google-analytics-ecommerce-reports-part-iii.htm
Channel .com/blog/google-
Funnels
Assisted analytics-mcf
an-assisted-
Conversions
Conversion conversion
report-in-google-
Paths analytics/
SEGMENTS OF SOURCE/CHANNEL GROUP AND CONVERTERS VS. NON
CONVERTERS
Questions
the website and combine this analysis with looking at landing pages and at
looking
sources Behavior
of traffic, flow.
demographics, call to action, motivation in headline?
-- How could you implement these
Is it different depending upon findings on other
demographics, pages
source of theand
of traffic website?
landing
page?
different funnels?
- Do you have downloads or events in your funnel? Are they properly setup?
visitors to add another product or service before they check out to earn a little
bit more? spike in product-y purchases?
spectacular
- Break down in segments to check if you are retargeting the right way -
demographics, source of traffic, money spent, display type etc.
sales channel, but also it might be because of that you are doing a really bad
job there or
channels, haven't focused
retargeting on that channel.
on supporting Which is
ones? Spending it? little money on
very
retargeting whilst spending more on last click?
Are you actually trying to get new customers or are you bidding on the same
old customers all the time? Have you tried something new lately?
Evaluation SCORING (AUTOMATIC)
How simple is it to
Findings Recommendations test?
Can be done by a
marketer
Can be done by a
marketer
marketing to work
together
Needs developers
Needs
Can bedevelopers
done by a
marketer
Needs developers
Needs developers
Needs developers
Needs developers
Needs developers
Needs developers
AUTOMATIC) How many people need to be doesn't AUTOMATIC
Upside on Sales involved in decision? happen? Difficulty level
Low Middle management Low 71
Moderate Upper management Moderate 21
High Yourself Low 42
Low Middle management High 55
Low Middle management High 55
Low Middle management High 51
Low Middle management High 55
Low Middle management High 55
Low Middle management High 55
Low Middle management High 55
Low Middle management High 55
Low Middle management High 55
YOUR INPUT
Your time AUTOMATIC
time for
estimate? change?
1 2.42
0
0
0
0
0
0
0
0
0
0
0