Kevin Dieny: 00:00:00

Hello and welcome to the Close the Loop podcast.

Kevin Dieny: 00:00:03

I'm your host, Kevin Dieny, and today we're going to be talking about

Kevin Dieny: 00:00:06

the Top Reports in the Universal Analytics of Google Analytics.

Kevin Dieny: 00:00:11

Now I say Universal Analytics because Google Analytics is

Kevin Dieny: 00:00:14

changing, at least right now, it is.

Kevin Dieny: 00:00:17

It is in the transition, over the next 12, maybe 18 months, every business is

Kevin Dieny: 00:00:22

going to be switching from the Universal Analytics over to Google Analytics 4.

Kevin Dieny: 00:00:26

Basically their most updated version of the platform, the old

Kevin Dieny: 00:00:30

versions will be deprecated, so they won't provide support for them.

Kevin Dieny: 00:00:33

And they may even just stop working.

Kevin Dieny: 00:00:35

So today, what are the top reports?

Kevin Dieny: 00:00:37

Right?

Kevin Dieny: 00:00:38

If you're a business owner, at least when I've been on a lot of calls, or

Kevin Dieny: 00:00:41

meetings, demos, with businesses, as soon as the word Google Analytics is

Kevin Dieny: 00:00:45

mentioned, people run for the hills.

Kevin Dieny: 00:00:48

I see cringes.

Kevin Dieny: 00:00:49

I see.

Kevin Dieny: 00:00:49

Ah, man, I see.

Kevin Dieny: 00:00:51

I ha that's like a.

Kevin Dieny: 00:00:54

That's a burden, you know, it's, it's like a necessary evil to have Google analytics.

Kevin Dieny: 00:00:59

And that's, that's how some businesses are looking at it.

Kevin Dieny: 00:01:02

So some owners are looking at it.

Kevin Dieny: 00:01:05

If you're not looking at Google analytics every week...

Kevin Dieny: 00:01:08

I would say it's probably painful for you.

Kevin Dieny: 00:01:10

If you're not looking at it, maybe every month, it's tolerable for you, but if

Kevin Dieny: 00:01:14

you're not looking at it every week.

Kevin Dieny: 00:01:15

Yeah, I mean, it's going to feel painful to look at it

Kevin Dieny: 00:01:18

because you're not used to it.

Kevin Dieny: 00:01:20

There's a lot of information in there and it feels kind of technical.

Kevin Dieny: 00:01:22

It feels like gobbledygook.

Kevin Dieny: 00:01:24

So the purpose of Google analytics, right.

Kevin Dieny: 00:01:28

Is to give you an idea of what's working.

Kevin Dieny: 00:01:31

What has been working on.

Kevin Dieny: 00:01:34

And I think they also, I mean, we may also asterisks, like it includes applications.

Kevin Dieny: 00:01:38

If you have mobile apps, it includes what's going on in your

Kevin Dieny: 00:01:41

website, mobile and desktop.

Kevin Dieny: 00:01:43

It's going to include, if there's e-commerce components too, but generally

Kevin Dieny: 00:01:47

speaking, it's, it's covering your

Kevin Dieny: 00:01:49

Your own property website what's happening on there.

Kevin Dieny: 00:01:52

So the top reports, right, that we want to talk about today are what are going to

Kevin Dieny: 00:01:56

be those reports, those areas in Google analytics that are really going to give

Kevin Dieny: 00:02:00

you a lot of value that are really gonna be a report you should look at every week.

Kevin Dieny: 00:02:04

Right?

Kevin Dieny: 00:02:05

So what makes that cut?

Kevin Dieny: 00:02:07

Now?

Kevin Dieny: 00:02:08

Obviously the subjective side of this is, oh man, like what

Kevin Dieny: 00:02:12

one business finds important is different than another business.

Kevin Dieny: 00:02:15

And that's absolutely true.

Kevin Dieny: 00:02:17

Generally, I would say, if I was to come to your business, let's

Kevin Dieny: 00:02:20

say I'm the marketing consultant.

Kevin Dieny: 00:02:22

And then what I normally do in my role is a lot of analytics anyway.

Kevin Dieny: 00:02:27

So let's say I come over to your company to help you out.

Kevin Dieny: 00:02:29

And let's say I only have a couple hours to do that.

Kevin Dieny: 00:02:33

So how am I going to walk away for a couple hours and leave you with, leave

Kevin Dieny: 00:02:37

your business with something valuable that it could get out of your Google analytics?

Kevin Dieny: 00:02:43

So let's start there.

Kevin Dieny: 00:02:45

That's how I'd want to frame this.

Kevin Dieny: 00:02:47

So the first question I would ask, no matter what is, how

Kevin Dieny: 00:02:51

does this business make money?

Kevin Dieny: 00:02:53

How is this business generating revenue?

Kevin Dieny: 00:02:55

So you could think about that for a second.

Kevin Dieny: 00:02:57

How does my business generate sales and revenue?

Kevin Dieny: 00:03:01

Well, it might be pretty obvious.

Kevin Dieny: 00:03:02

It's like, well, I collect payment information and that's

Kevin Dieny: 00:03:05

not really what I'm talking about.

Kevin Dieny: 00:03:06

I'm talking about the process, if someone was to do business with your company,

Kevin Dieny: 00:03:11

Tell me the process that they would have to go through for that to happen.

Kevin Dieny: 00:03:14

And you might say, well, they have to find me, okay.

Kevin Dieny: 00:03:17

They have to need the services that I offer.

Kevin Dieny: 00:03:20

Fair, good.

Kevin Dieny: 00:03:20

Right.

Kevin Dieny: 00:03:21

Then they have to schedule time, make an appointment, do something like

Kevin Dieny: 00:03:25

that so that we can, cause you know, maybe you're not the type of business

Kevin Dieny: 00:03:28

that can just impulsively provide a service if it is, or isn't fine..

Kevin Dieny: 00:03:34

So someone, either does it immediately or schedules a time

Kevin Dieny: 00:03:36

for the service to be delivered?

Kevin Dieny: 00:03:39

The service then gets delivered then afterward there's a payment processed,

Kevin Dieny: 00:03:45

for you, between you and the customer, you and the consumer, and then you get

Kevin Dieny: 00:03:49

paid and then, either they're a client or customer of yours from that point

Kevin Dieny: 00:03:54

on like subscription-based, or it's a one-off one-time deal sort of a situation.

Kevin Dieny: 00:03:59

So you may say, okay.

Kevin Dieny: 00:04:01

Yeah, that's, that's kind of like how my business generates revenue.

Kevin Dieny: 00:04:06

Okay, well then the very next question I'd have after asking.

Kevin Dieny: 00:04:11

Okay, how does your business generate revenue would be?

Kevin Dieny: 00:04:14

How does your business want, how does your business want to increase

Kevin Dieny: 00:04:20

the revenue that it's generating?

Kevin Dieny: 00:04:22

Right.

Kevin Dieny: 00:04:24

And you'd say, okay, well, let's go back to that original process.

Kevin Dieny: 00:04:26

You told me about how you make revenue.

Kevin Dieny: 00:04:28

Okay, they have to find me if, to know about me, okay.

Kevin Dieny: 00:04:31

Well, if we increase the number of people that find you or know about.

Kevin Dieny: 00:04:34

Right then we're, we're making the assumption, through correlation, we're

Kevin Dieny: 00:04:38

basically saying, well, if we increase in our people that know about me, then

Kevin Dieny: 00:04:42

by that same token, I would expect more people to do more sales, more revenue.

Kevin Dieny: 00:04:47

More consumers customers to come out of that.

Kevin Dieny: 00:04:49

And that's probably true for most businesses you could go to farther

Kevin Dieny: 00:04:53

down and say, okay, well, because I need more people who are fit and that's

Kevin Dieny: 00:04:57

probably a little more important, right?

Kevin Dieny: 00:04:58

Not just people who know about you.

Kevin Dieny: 00:05:00

So how, how are you going to increase those people who are a fit?

Kevin Dieny: 00:05:04

That's an interesting question.

Kevin Dieny: 00:05:06

Okay, now, after they're a fit, they need to sustain their need to schedule, or they

Kevin Dieny: 00:05:10

need to be able to, set an appointment.

Kevin Dieny: 00:05:12

They need to be able to signify that the deal is going to take place that

Kevin Dieny: 00:05:17

the delivery is going to happen and then they need to, then you need

Kevin Dieny: 00:05:20

to deliver the service to them.

Kevin Dieny: 00:05:21

So how do you get more?

Kevin Dieny: 00:05:23

Service requests, appointments, how do you get more deliveries?

Kevin Dieny: 00:05:26

How do you get more projects?

Kevin Dieny: 00:05:28

How do you get more appointments completed, anything like that?

Kevin Dieny: 00:05:32

And then ultimately, how do you get more payments processed?

Kevin Dieny: 00:05:35

Right?

Kevin Dieny: 00:05:36

So each of those steps is a point along the process that, you come up with, I'm

Kevin Dieny: 00:05:41

just going off of a hypothetical here.

Kevin Dieny: 00:05:43

All of those points are areas where you could actually

Kevin Dieny: 00:05:46

increase the revenue for your.

Kevin Dieny: 00:05:49

But some of those points are easier to increase and some of those

Kevin Dieny: 00:05:52

are more difficult to increase.

Kevin Dieny: 00:05:54

Okay.

Kevin Dieny: 00:05:54

So how does all of this, how does all of this that we're talking about right now?

Kevin Dieny: 00:05:59

How does that have to, what does that have to do with Google analytics?

Kevin Dieny: 00:06:02

So it's like glad I've asked, because I'm going to explain that.

Kevin Dieny: 00:06:07

So Google analytics is going to tell you information about

Kevin Dieny: 00:06:10

what's happening on your website.

Kevin Dieny: 00:06:11

Now your website I'd ask.

Kevin Dieny: 00:06:13

All right.

Kevin Dieny: 00:06:14

Pause it right.

Kevin Dieny: 00:06:15

And I can put forward is part of, as part of maybe possibly most all,

Kevin Dieny: 00:06:22

or at least some of those points we talked about and how a business

Kevin Dieny: 00:06:26

generates revenue generate sales.

Kevin Dieny: 00:06:28

So where in your business would you say is Google analytics, is your website,

Kevin Dieny: 00:06:34

going to have a higher influence in the process for your business in

Kevin Dieny: 00:06:40

generating sales, and you could say.

Kevin Dieny: 00:06:43

Some of the farthest away stuff as well.

Kevin Dieny: 00:06:45

The website's only, it's a very, very beginning, right?

Kevin Dieny: 00:06:47

That's when people find out about me, that's where people

Kevin Dieny: 00:06:50

find out my phone number.

Kevin Dieny: 00:06:51

That's when people find out my email, that's where people find out more

Kevin Dieny: 00:06:54

about who I am, or, or maybe there's a directory site where you're listed, or

Kevin Dieny: 00:06:58

there's a site from the insurance, or there's some directory or there's some

Kevin Dieny: 00:07:03

way where people are going to pick, okay, they're going to pick me, my business,

Kevin Dieny: 00:07:06

me as a doctor me as a small business, a local business that there's something.

Kevin Dieny: 00:07:11

There that the consumer's doing their research and then they find out who I am,

Kevin Dieny: 00:07:15

and then there's sort of a contact point.

Kevin Dieny: 00:07:17

How are they going to contact you?

Kevin Dieny: 00:07:19

So if any of those points right, hits up with your website right there,

Kevin Dieny: 00:07:24

that's a good area to say, okay.

Kevin Dieny: 00:07:26

The website probably has some influence in that.

Kevin Dieny: 00:07:28

So right then by the association of all that, how can we

Kevin Dieny: 00:07:34

increase those events through.

Kevin Dieny: 00:07:38

What's happening on our website.

Kevin Dieny: 00:07:40

So that's where it gets a little, again, it gets everything

Kevin Dieny: 00:07:43

here, so subjective, right?

Kevin Dieny: 00:07:44

Every business is so different.

Kevin Dieny: 00:07:47

So how do you increase the people who find you?

Kevin Dieny: 00:07:50

Well, a lot of times we may think, oh, well, that's SEO.

Kevin Dieny: 00:07:53

Well, sure.

Kevin Dieny: 00:07:56

Looking at it like, okay, there's the organic side.

Kevin Dieny: 00:07:58

There's also referral business.

Kevin Dieny: 00:08:00

There's also a paid advertising.

Kevin Dieny: 00:08:02

There's also like we had said directories there's listings, there's reviews.

Kevin Dieny: 00:08:07

There's um, gosh, you know, just a lot of ways people are

Kevin Dieny: 00:08:12

finding out about businesses.

Kevin Dieny: 00:08:13

They didn't know about.

Kevin Dieny: 00:08:14

How are consumers who never have heard of you finding you?

Kevin Dieny: 00:08:17

So that's a really good question.

Kevin Dieny: 00:08:18

And that's part of good Google analytics can provide.

Kevin Dieny: 00:08:20

So let's say you want to know that question.

Kevin Dieny: 00:08:22

Okay.

Kevin Dieny: 00:08:23

How can Google analytics help me find out?

Kevin Dieny: 00:08:26

And everything usually starts with the question.

Kevin Dieny: 00:08:28

How can Google analytics help me find out how people are

Kevin Dieny: 00:08:33

finding me, finding my business?

Kevin Dieny: 00:08:35

That's a report that's in Google analytics, right.

Kevin Dieny: 00:08:39

And that's usually sources.

Kevin Dieny: 00:08:41

So what is bringing traffic, visitors, people to your website now that tells you

Kevin Dieny: 00:08:47

where they were before and then where are they and how they got to your website?

Kevin Dieny: 00:08:49

Because if they don't know who you are, let's be honest.

Kevin Dieny: 00:08:51

They're not typing in, you know, Kevin's Roofing Service or something like that.

Kevin Dieny: 00:08:58

Or Kevin's Heating Air Mechanical.com, right?

Kevin Dieny: 00:09:02

They're not, they're not typing that in without knowing who you are.

Kevin Dieny: 00:09:05

So how are they figuring out your website?

Kevin Dieny: 00:09:07

How are they figuring all that out?

Kevin Dieny: 00:09:09

And that then a lot of times is, well, maybe they're looking online, maybe

Kevin Dieny: 00:09:11

they're doing some research and when they do do that research, then that's

Kevin Dieny: 00:09:14

going to lead them to your website.

Kevin Dieny: 00:09:15

So there's, there's a report.

Kevin Dieny: 00:09:17

There's many reports.

Kevin Dieny: 00:09:18

There's a couple of reports for this that you can do.

Kevin Dieny: 00:09:20

And there's the custom side is you can make your own reports, but let's just

Kevin Dieny: 00:09:23

stick with the top default reports that are in Google Analytics today.

Kevin Dieny: 00:09:26

Okay.

Kevin Dieny: 00:09:27

So, if you are in Google analytics, you're going to go to acquisition.

Kevin Dieny: 00:09:31

Acquisition is basically how are people coming to your website?

Kevin Dieny: 00:09:34

Basically all the reports under that, like category of acquisition

Kevin Dieny: 00:09:38

are gonna be telling you information about how people were acquired,

Kevin Dieny: 00:09:41

how they come to your website.

Kevin Dieny: 00:09:43

So you think, okay, that's interesting.

Kevin Dieny: 00:09:46

Now for your business, you may say, well, You know, if they're coming

Kevin Dieny: 00:09:49

from a place where I'm putting effort, then I would want to know that.

Kevin Dieny: 00:09:54

So you'd say, well, I'm spending money here, spending resources there.

Kevin Dieny: 00:09:57

I'm posting a lot on social media.

Kevin Dieny: 00:09:59

I'm making videos.

Kevin Dieny: 00:10:00

I want to see if that's having an influence.

Kevin Dieny: 00:10:02

You may say, well, you know, our website has a blog.

Kevin Dieny: 00:10:05

I don't really know if it's working or not.

Kevin Dieny: 00:10:06

So as the blog generating, you know, bringing people in all

Kevin Dieny: 00:10:09

of those are great questions.

Kevin Dieny: 00:10:10

Any question you have that has that line in there, how's it

Kevin Dieny: 00:10:15

bringing them to my website.

Kevin Dieny: 00:10:16

That's going to be within the acquisition tab of Google analytics.

Kevin Dieny: 00:10:19

And you can answer that and say, okay, well, generally at the top level, I

Kevin Dieny: 00:10:23

would say, start with the channels.

Kevin Dieny: 00:10:25

Like listing sites, advertisements, organic, referrals, anything like

Kevin Dieny: 00:10:29

that is all going to be categorized into those big bucket groups.

Kevin Dieny: 00:10:32

If you want to know, Google search, how many people from Bing search...

Kevin Dieny: 00:10:36

how many people are coming in.

Kevin Dieny: 00:10:37

How many of those sources are bringing visitors to my website?

Kevin Dieny: 00:10:40

That would be more specific within, okay.

Kevin Dieny: 00:10:42

I want to see organically.

Kevin Dieny: 00:10:43

What's bringing them here, but if you're just like, okay, I'll just lump every

Kevin Dieny: 00:10:46

organic Google, you know, every search that people are doing online together..

Kevin Dieny: 00:10:52

Then just go to the channels report and that'll show you, right.

Kevin Dieny: 00:10:55

They'll tell you channels.

Kevin Dieny: 00:10:56

Okay.

Kevin Dieny: 00:10:57

Here's all the places you're spending money, advertisement, channels.

Kevin Dieny: 00:11:00

Here's the organic that's, you know, search engines, that's organic.

Kevin Dieny: 00:11:05

Here is all the traffic that is coming from social media.

Kevin Dieny: 00:11:08

There's a social tab there.

Kevin Dieny: 00:11:09

Right?

Kevin Dieny: 00:11:10

There's also things like referrals, which is like people

Kevin Dieny: 00:11:13

posting links about your company.

Kevin Dieny: 00:11:15

Okay.

Kevin Dieny: 00:11:15

That's interesting.

Kevin Dieny: 00:11:17

Direct would be people typing in your URL, Kevin's Heating and Air

Kevin Dieny: 00:11:20

Mechanical.com, which is going to be some people, but not a ton, right?

Kevin Dieny: 00:11:24

How many people are saving that as bookmarks, maybe, you know?

Kevin Dieny: 00:11:27

So that answers that question.

Kevin Dieny: 00:11:30

That's why that report those reports are very interesting because

Kevin Dieny: 00:11:33

if your business is thinking.

Kevin Dieny: 00:11:35

Okay, great.

Kevin Dieny: 00:11:35

Now I found out that a lot of people are coming to my

Kevin Dieny: 00:11:38

website from Google My Business.

Kevin Dieny: 00:11:41

Interesting, that's a listing site.

Kevin Dieny: 00:11:43

So what can I then do to do more of that?

Kevin Dieny: 00:11:46

Or what can I do to replicate that in other listing sites?

Kevin Dieny: 00:11:49

So that is the next that's.

Kevin Dieny: 00:11:52

That's the third question, right?

Kevin Dieny: 00:11:54

First one is how does your business sell?

Kevin Dieny: 00:11:55

Second one is okay, how can I increase?

Kevin Dieny: 00:11:57

Well, maybe we should increase.

Kevin Dieny: 00:11:59

Let's say our listing presence.

Kevin Dieny: 00:12:01

Then the third question is, okay, what are the actions needed to do something with

Kevin Dieny: 00:12:05

what you know, finding out, okay, great.

Kevin Dieny: 00:12:08

Google My Business is doing a lot for you.

Kevin Dieny: 00:12:10

That's fine information, but what do you do with it?

Kevin Dieny: 00:12:13

Right?

Kevin Dieny: 00:12:13

What's the next step?

Kevin Dieny: 00:12:14

How can you increase that?

Kevin Dieny: 00:12:15

What, what actions are possible to take for your business to do

Kevin Dieny: 00:12:19

something with that information.

Kevin Dieny: 00:12:21

And that everything before that is information gathering everything.

Kevin Dieny: 00:12:24

After that, at this point, onward is orchestration.

Kevin Dieny: 00:12:27

Everything now is taking an action.

Kevin Dieny: 00:12:30

Everything now is okay, what am I going to do about that?

Kevin Dieny: 00:12:33

And that is where you put on your marketing hat.

Kevin Dieny: 00:12:35

Before, I think you're more like, you know, I'm have my

Kevin Dieny: 00:12:38

inquisitive hat on my detective hat.

Kevin Dieny: 00:12:42

And so you're figuring, just trying to get, gather

Kevin Dieny: 00:12:44

information and figure this out.

Kevin Dieny: 00:12:47

So that's what we're after with any question.

Kevin Dieny: 00:12:51

Right.

Kevin Dieny: 00:12:51

So if you're, again, another question you might have as a business could be

Kevin Dieny: 00:12:56

okay, I've see where people are coming from when they get there to my website.

Kevin Dieny: 00:13:00

What are they doing when they get to my website?

Kevin Dieny: 00:13:02

Okay.

Kevin Dieny: 00:13:04

So this one, I would say acquisition is probably the S has the answers

Kevin Dieny: 00:13:10

to most of the simple questions.

Kevin Dieny: 00:13:12

The next layer of the reporting and Google analytics is called the behavior reports.

Kevin Dieny: 00:13:16

And this is what people are doing on your website when they get.

Kevin Dieny: 00:13:19

Now, these are, it's a step up, I would say in complexity only because you

Kevin Dieny: 00:13:25

have to understand Google's language and what they're talking about, you

Kevin Dieny: 00:13:28

have to know, okay, what's a session, what's a hit, what's a engagement.

Kevin Dieny: 00:13:32

What are interactions?

Kevin Dieny: 00:13:33

What are bounces?

Kevin Dieny: 00:13:34

What are exits?

Kevin Dieny: 00:13:36

What are, clicks, um, scroll.

Kevin Dieny: 00:13:40

All of that stuff, it gets a little bit more into event-based tracking

Kevin Dieny: 00:13:45

when you're looking at the behavior of what's happening on your website today.

Kevin Dieny: 00:13:48

So just a simple one, right?

Kevin Dieny: 00:13:49

Cause we'll start with the simplest of behaviors you could say.

Kevin Dieny: 00:13:52

Okay, well, what pages are people looking at the most?

Kevin Dieny: 00:13:58

Okay, now you'd have to clarify most right?

Kevin Dieny: 00:14:01

Cause there's like time on page by most you could say, well, what pages

Kevin Dieny: 00:14:05

are people spending the most time on?

Kevin Dieny: 00:14:08

Okay, well, what pages are people getting to the most?

Kevin Dieny: 00:14:12

So time on page is a little bit more important, right?

Kevin Dieny: 00:14:15

Someone's actually reading the page.

Kevin Dieny: 00:14:17

I think if someone spends less than 10 seconds on a page, I don't say, I

Kevin Dieny: 00:14:21

don't think I would consider that a visit or they really digested that page.

Kevin Dieny: 00:14:26

I think you can get a glance of a page and be like, ah, this isn't what I want.

Kevin Dieny: 00:14:29

And then, you know, bounce off or an exit, you know, whatever they're

Kevin Dieny: 00:14:33

doing, but someone spending more than 10 seconds or something is probably

Kevin Dieny: 00:14:38

actually taking the time to read it.

Kevin Dieny: 00:14:39

And so average time on page is pretty good or even scroll know.

Kevin Dieny: 00:14:42

Did they scroll down the page?

Kevin Dieny: 00:14:45

Those are all very interesting bits of information.

Kevin Dieny: 00:14:49

And there are, there is information for this kinds of

Kevin Dieny: 00:14:51

stuff inside the behavior reports.

Kevin Dieny: 00:14:53

That's the second category, you know, and down in Google analytics that you

Kevin Dieny: 00:14:59

may want to consider it, that other reports you may want to look into.

Kevin Dieny: 00:15:02

Now, one of the ones in there is, uh, into the behavior is the content, right?

Kevin Dieny: 00:15:06

Which is basically your pages, different pages on your website

Kevin Dieny: 00:15:09

that people are looking at.

Kevin Dieny: 00:15:11

If you have, if you're your whole website, just one page.

Kevin Dieny: 00:15:13

Or it has like two pages and it's the main page.

Kevin Dieny: 00:15:15

And then like a privacy policy.

Kevin Dieny: 00:15:18

This is not going to be as important for you.

Kevin Dieny: 00:15:20

The content and behavioral reports are for businesses that have different

Kevin Dieny: 00:15:25

pages that satisfy different needs that deliver different values, different

Kevin Dieny: 00:15:29

content, things like that on the website.

Kevin Dieny: 00:15:32

So that's where you'd want to be spending your time looking at

Kevin Dieny: 00:15:35

reports when you're trying to say, okay, what pages are more valuable?

Kevin Dieny: 00:15:38

What pages are people consuming?

Kevin Dieny: 00:15:39

What pages are people jumping to?

Kevin Dieny: 00:15:42

What pages are bringing people in is landings.

Kevin Dieny: 00:15:45

What pages are people exiting from?

Kevin Dieny: 00:15:47

And there they're leaving the site completely.

Kevin Dieny: 00:15:49

So there's a lot going on or bounces.

Kevin Dieny: 00:15:53

It would be the same.

Kevin Dieny: 00:15:54

So there's a lot going on on those behavioral pages.

Kevin Dieny: 00:15:56

But I would say most often a business is going to say, well,

Kevin Dieny: 00:16:00

you know, I care about the revenue.

Kevin Dieny: 00:16:01

So I want to know about the conversions, you know, show me.

Kevin Dieny: 00:16:05

Show me the information that's leading to conversions.

Kevin Dieny: 00:16:09

Okay, so that's, that's the third category of the reports and

Kevin Dieny: 00:16:14

that's, uh, the definitely the conversions tab of, of everything.

Kevin Dieny: 00:16:18

That's also referencing Goals in Google Analytics they call conversions

Kevin Dieny: 00:16:22

goals cause a conversion, a goal is very subjective to a business.

Kevin Dieny: 00:16:26

Someone might say, well, they add something to a cart, that's a goal.

Kevin Dieny: 00:16:29

That's a conversion, sure.

Kevin Dieny: 00:16:31

For your business, it might be well, no, a conversion is when they call us

Kevin Dieny: 00:16:35

when they could turn into a lead, right.

Kevin Dieny: 00:16:36

Or a prospect or something like that.

Kevin Dieny: 00:16:38

And you have to tell Google analytics, this is like sort of the caveat here

Kevin Dieny: 00:16:43

up to this point, you can get away with the default stuff, Google analytics,

Kevin Dieny: 00:16:46

you don't have to touch anything.

Kevin Dieny: 00:16:47

And it's out of the box.

Kevin Dieny: 00:16:48

It's going to work this way.

Kevin Dieny: 00:16:50

Now, when we get into the conversion area of the report, the stuff you

Kevin Dieny: 00:16:55

might say, well, a business owner, this is what I care about most.

Kevin Dieny: 00:16:58

Conversions are not out of the box running for you.

Kevin Dieny: 00:17:01

So if you've just put Google Analytics on your site and walked away, you

Kevin Dieny: 00:17:04

haven't done anything with it.

Kevin Dieny: 00:17:05

You probably don't have any conversion set up.

Kevin Dieny: 00:17:08

If you had an agency or someone else do this for you.

Kevin Dieny: 00:17:10

If you, if there's tools, you've bought that push data over to Google analytics,

Kevin Dieny: 00:17:15

you might have the information in there, but at the end of the day, you have

Kevin Dieny: 00:17:19

to set up, and it's sort of manual, in the sense that you have to do it.

Kevin Dieny: 00:17:23

It's not going to be done for you.

Kevin Dieny: 00:17:25

You have to go into the administrative part of Google analytics.

Kevin Dieny: 00:17:28

Then you have to go into that specific web property that you have for your website.

Kevin Dieny: 00:17:32

And then you have to set up goals.

Kevin Dieny: 00:17:34

You have to tell it, this is what a goal is to me.

Kevin Dieny: 00:17:37

Now that could be they reach this.

Kevin Dieny: 00:17:38

Thank you page, right?

Kevin Dieny: 00:17:39

That's usually that simple version.

Kevin Dieny: 00:17:41

It could be okay.

Kevin Dieny: 00:17:42

When this event fires off, it could be when it could be e-commerce tied

Kevin Dieny: 00:17:47

somehow, a tool that's providing, pushing data into your Google analytics.

Kevin Dieny: 00:17:51

You could say, okay, this is the second.

Kevin Dieny: 00:17:53

It could be like a funnel where it's like a, whenever they hit this page, this

Kevin Dieny: 00:17:56

page, and then that page, all they have to see all three or all X number of pages.

Kevin Dieny: 00:18:01

That's a conversion.

Kevin Dieny: 00:18:02

Those are called like funnel goals.

Kevin Dieny: 00:18:04

So there's a couple options you have to, define what goals are to

Kevin Dieny: 00:18:10

your business, what a conversion is, or what's, what's important to

Kevin Dieny: 00:18:12

your business when you've set that.

Kevin Dieny: 00:18:14

Awesome.

Kevin Dieny: 00:18:15

Okay.

Kevin Dieny: 00:18:15

So let's assume for a second.

Kevin Dieny: 00:18:17

You've set that up.

Kevin Dieny: 00:18:18

You have that in your business.

Kevin Dieny: 00:18:19

Our tool that does this for phone calls, right?

Kevin Dieny: 00:18:22

Our DNI tool.

Kevin Dieny: 00:18:23

We'll, we'll push into Google analytics for you all the phone calls that

Kevin Dieny: 00:18:27

occurred from all the traffic, right?

Kevin Dieny: 00:18:30

Anyone who called on your website, let's say, so we'll push into

Kevin Dieny: 00:18:33

your Google analytics every time someone calls off your website.

Kevin Dieny: 00:18:36

Now that's very fascinating because you may say, well, that's really interesting.

Kevin Dieny: 00:18:41

Now I can see.

Kevin Dieny: 00:18:42

Go back to acquisition report.

Kevin Dieny: 00:18:44

What sources, what channels, right?

Kevin Dieny: 00:18:46

What searches, what ads I'm running and anything like that, what

Kevin Dieny: 00:18:51

is bringing people to my site?

Kevin Dieny: 00:18:52

And then from that who's converting.

Kevin Dieny: 00:18:54

So what channels are causing conversions and goals to occur

Kevin Dieny: 00:18:58

because of calls being a goal.

Kevin Dieny: 00:18:59

So what traffic is bringing visitors to my website, who are then calling my business.

Kevin Dieny: 00:19:04

Awesome.

Kevin Dieny: 00:19:05

Cause now, now you're getting much closer to revenue and that's very valuable

Kevin Dieny: 00:19:08

information to know, and to be able to say, okay, well, this channel is bringing

Kevin Dieny: 00:19:11

in a lot more calls in this one, so maybe I'll move some more resources over there.

Kevin Dieny: 00:19:16

And that brings us to basically, the next level of questions,

Kevin Dieny: 00:19:19

which would be the behavior-based.

Kevin Dieny: 00:19:21

Okay, great.

Kevin Dieny: 00:19:21

I see this traffic brought a lot of visitors to my website and they're

Kevin Dieny: 00:19:25

converting, meaning their phone, they're calling my business, let's say.

Kevin Dieny: 00:19:29

But what are they doing while they're on my site before they make that phone call?

Kevin Dieny: 00:19:33

Right?

Kevin Dieny: 00:19:33

So that's in the goal in the conversion reports, there's something called goal

Kevin Dieny: 00:19:36

flows, assisted conversion reports, time lag, you know, how long are they taking?

Kevin Dieny: 00:19:42

So I would say, look at those with a grain of salt.

Kevin Dieny: 00:19:48

Meaning assume that it's giving you information, but it's not giving you

Kevin Dieny: 00:19:54

a hundred percent clear, accurate information about what happened there.

Kevin Dieny: 00:19:59

It's giving you information that you can make decisions with, but

Kevin Dieny: 00:20:02

it's not giving you a hundred percent the clearest picture.

Kevin Dieny: 00:20:05

Now the range of accuracy, there could be as poor as like 50, 40%, but

Kevin Dieny: 00:20:10

it could be as high as 99% accurate.

Kevin Dieny: 00:20:13

So somewhere in that range what it's providing you, is a fairly accurate

Kevin Dieny: 00:20:19

assessment of what it thinks now.

Kevin Dieny: 00:20:21

And I say fairly accurate because it's, I mean, again, it's not exact

Kevin Dieny: 00:20:25

there's, there's things that cause problems with Google analytics and

Kevin Dieny: 00:20:29

this isn't to detract from using it because it's still valuable tool.

Kevin Dieny: 00:20:32

You can still make decisions off of it, but there are things like cookies, right?

Kevin Dieny: 00:20:36

Browsers, privacy laws.

Kevin Dieny: 00:20:40

Every day things are getting harder and harder and harder to track

Kevin Dieny: 00:20:43

and that's affecting cookies.

Kevin Dieny: 00:20:44

And the thing they're trying to break up there is the ability of the companies

Kevin Dieny: 00:20:49

you're visiting to be able to store endless amounts of information about

Kevin Dieny: 00:20:52

your web visit through a cookie.

Kevin Dieny: 00:20:54

So that's changing and that's making it difficult for Google analytics to give

Kevin Dieny: 00:20:58

you a hundred percent clear picture about, okay, this is the same person

Kevin Dieny: 00:21:02

that visited you six months ago, right?

Kevin Dieny: 00:21:03

Or three months ago.

Kevin Dieny: 00:21:05

If you think you're the visitors, your consumers to your business are researching

Kevin Dieny: 00:21:10

you for weeks or months or a year or whatever it is, and that they're taking

Kevin Dieny: 00:21:16

a long time of researching you and visiting you before they actually make

Kevin Dieny: 00:21:19

the conversion or call or whatever it is.

Kevin Dieny: 00:21:22

Then I would say Google analytics is ability to look back and tell you

Kevin Dieny: 00:21:27

here's all the places they went to.

Kevin Dieny: 00:21:29

Here's the time lag, here's the assisted conversions.

Kevin Dieny: 00:21:31

All in that conversion area of the report is going to start to get, it's

Kevin Dieny: 00:21:34

going to be closer and closer to being grayer and grayer and the accuracy,

Kevin Dieny: 00:21:39

but the other reports, the behavior.

Kevin Dieny: 00:21:41

And the acquisition report are always based on the last

Kevin Dieny: 00:21:44

thing that brought them there.

Kevin Dieny: 00:21:45

Like the last visit, here's the information that we have, right?

Kevin Dieny: 00:21:49

So those reports are always accurate, always great.

Kevin Dieny: 00:21:52

It's just a conversion area of the report.

Kevin Dieny: 00:21:54

And being able to look back, basically doing attribution is going to be

Kevin Dieny: 00:21:58

what makes reporting so difficult.

Kevin Dieny: 00:22:00

And that's, what's so hard for marketers and businesses say, well,

Kevin Dieny: 00:22:04

I just want to know when I spend money here, that it is generating

Kevin Dieny: 00:22:06

revenue over there, and that's fine.

Kevin Dieny: 00:22:09

That's exactly what every marketer wants to be able to tell you too.

Kevin Dieny: 00:22:12

It's just that the farther and farther back people start researching

Kevin Dieny: 00:22:16

your business or, or learning about you, interacting with you.

Kevin Dieny: 00:22:20

They could be touching tons and tons of marketing stuff.

Kevin Dieny: 00:22:23

But then if Google analytics can't remember anything that they did,

Kevin Dieny: 00:22:27

it's only going to be able to show you what they can remember.

Kevin Dieny: 00:22:29

And it could be that, oh, they just typed in Kevin's Heating and Air Mechanical.com

Kevin Dieny: 00:22:34

and then they convert converted.

Kevin Dieny: 00:22:35

And you'd say, well, how is that possible?

Kevin Dieny: 00:22:37

How did someone, learn who I was type the URL in, and then immediately call right

Kevin Dieny: 00:22:42

off the bat, without seeing any marketing, not going anywhere or visiting anything.

Kevin Dieny: 00:22:46

Maybe they called within, the first 30 seconds.

Kevin Dieny: 00:22:49

That should be a signal to you that the data there's some discrepancies.

Kevin Dieny: 00:22:55

When we look at our Google analytics report for our company, and I look

Kevin Dieny: 00:22:57

at this often, I'm going to see things where it says the number of

Kevin Dieny: 00:23:02

conversions that occurred from people who visited the website and converted

Kevin Dieny: 00:23:06

all within the same day is the highest.

Kevin Dieny: 00:23:08

And it could be like 60% of our conversions are happening

Kevin Dieny: 00:23:12

from the same day visit.

Kevin Dieny: 00:23:14

The only visit the Google analytics remembers of them.

Kevin Dieny: 00:23:16

And it's the only, it's the only visit.

Kevin Dieny: 00:23:18

It all happened in a day.

Kevin Dieny: 00:23:19

Right?

Kevin Dieny: 00:23:20

So the one we call it like the one call close the one day

Kevin Dieny: 00:23:23

conversion, the same day conversion.

Kevin Dieny: 00:23:25

And that has always been like, gosh, you know, how is that happening?

Kevin Dieny: 00:23:29

Well, the truth is, is not happening like that.

Kevin Dieny: 00:23:32

The truth is, some of it is happening that way, but not, not that much.

Kevin Dieny: 00:23:36

And that's because people are researching, people are visiting

Kevin Dieny: 00:23:38

and jumping around sites.

Kevin Dieny: 00:23:39

There, maybe they're doing a lot of research on your competitors

Kevin Dieny: 00:23:42

and then they're coming to you.

Kevin Dieny: 00:23:43

There's, there's a mix of what's happening out there, but it's not realistic that

Kevin Dieny: 00:23:47

everyone who visits your site the same day is making calls, right off the bat.

Kevin Dieny: 00:23:53

I think that, and within about 30 seconds, right.

Kevin Dieny: 00:23:56

Now, A certain level of trust and stuff that has to be built.

Kevin Dieny: 00:24:01

And I'm talking about new business, new customers, new patients,

Kevin Dieny: 00:24:04

new consumers, things like that.

Kevin Dieny: 00:24:05

That's what we're talking about here.

Kevin Dieny: 00:24:08

There's a certain amount of trust and research that every consumer has to go

Kevin Dieny: 00:24:11

through to be able to get to that point.

Kevin Dieny: 00:24:14

Now, if someone says, Hey, they're my someone's like my best friend.

Kevin Dieny: 00:24:17

And they say, Hey, just trust me.

Kevin Dieny: 00:24:19

Just go here and call them.

Kevin Dieny: 00:24:20

I may, or here's the phone number?

Kevin Dieny: 00:24:22

Just call them.

Kevin Dieny: 00:24:22

Don't even go to the website, things like that happen.

Kevin Dieny: 00:24:25

But we, but that's why I'm saying it's not happening, abundantly, like

Kevin Dieny: 00:24:30

it's not happening at 90% of the time.

Kevin Dieny: 00:24:32

That's where all businesses coming from is people circumventing all the

Kevin Dieny: 00:24:36

marketing and research and anything else.

Kevin Dieny: 00:24:38

So just trust going off a hundred percent trust in what

Kevin Dieny: 00:24:41

one person said or something.

Kevin Dieny: 00:24:43

It does happen, but not generally, not like tons.

Kevin Dieny: 00:24:45

If that's the type of business you are where it's a hundred percent word

Kevin Dieny: 00:24:47

of mouth, you've never had a website.

Kevin Dieny: 00:24:49

Then web analytics, isn't really gonna do it for you.

Kevin Dieny: 00:24:52

The top reports here, are not going to do it for you.

Kevin Dieny: 00:24:54

But most businesses have a website.

Kevin Dieny: 00:24:57

Most businesses that are in the small and local businesses,

Kevin Dieny: 00:24:59

they have these websites, they just want to know is it working?

Kevin Dieny: 00:25:02

And if I'm going to spend time writing blog articles, putting out advertisements

Kevin Dieny: 00:25:06

promotions, posting on social media, creating videos, I'm doing any and

Kevin Dieny: 00:25:11

all of that, what is going to be.

Kevin Dieny: 00:25:14

So that's what we're trying to diagnose here.

Kevin Dieny: 00:25:16

That's why these top reports and Google analytics are going to help

Kevin Dieny: 00:25:20

a business that one actually wants to grow to that business really

Kevin Dieny: 00:25:29

wants to be able to increase.

Kevin Dieny: 00:25:31

The things that their website or their digital marketing can

Kevin Dieny: 00:25:35

influence in their business.

Kevin Dieny: 00:25:36

So they want to increase revenue from digital marketing website,

Kevin Dieny: 00:25:41

anything having to do online.

Kevin Dieny: 00:25:42

So if you're a business that one we want to grow and two, and we want

Kevin Dieny: 00:25:47

to increase the influence of that marketing channels online have, or

Kevin Dieny: 00:25:50

that the website has then that's right.

Kevin Dieny: 00:25:52

Where you that's, that's where we're at here today.

Kevin Dieny: 00:25:55

That's where we're, we're trying to get to what are the benefits?

Kevin Dieny: 00:25:58

What are some of the top reports?

Kevin Dieny: 00:26:00

What reports are going to answer?

Kevin Dieny: 00:26:02

The question that I have, right.

Kevin Dieny: 00:26:04

So that's why I'm trying to like bucket into these three categories.

Kevin Dieny: 00:26:07

If it's, what's bringing him here, acquisition reports and then all

Kevin Dieny: 00:26:12

those tabs underneath it are answering specific questions under acquisition.

Kevin Dieny: 00:26:17

And they're there because Google has decided, well, these are probably the

Kevin Dieny: 00:26:20

main reports people are going to be looking, wanting to look at or over

Kevin Dieny: 00:26:23

time they figured out these are the reports people look at and that's

Kevin Dieny: 00:26:26

what's under the acquisition tab.

Kevin Dieny: 00:26:28

May not be everything you need in which case, I would say you've

Kevin Dieny: 00:26:32

got to go into the custom reports tab and make a custom report.

Kevin Dieny: 00:26:38

That way you could say, I want to see these metrics right.

Kevin Dieny: 00:26:42

From these dimensions in this amount of time or something like that,

Kevin Dieny: 00:26:46

and be very specific that way you can answer the questions you have.

Kevin Dieny: 00:26:50

If you're a marketer out of business and your bosses wanting to know,

Kevin Dieny: 00:26:55

a specific answer to a question, usually just by their question, you

Kevin Dieny: 00:26:59

can figure out what report you need to go to or what metrics you need.

Kevin Dieny: 00:27:02

The most common dimension across and by that dimension, I mean, cut or framing

Kevin Dieny: 00:27:09

of the data in Google analytics is time.

Kevin Dieny: 00:27:13

Right?

Kevin Dieny: 00:27:13

So that's why that, the date and time and everything is in the top

Kevin Dieny: 00:27:18

right corner of Google analytics.

Kevin Dieny: 00:27:19

Because it allows you to say, okay, I want to see what's happened in the last month.

Kevin Dieny: 00:27:23

You know, last six months, year to date, in the last quarter, I

Kevin Dieny: 00:27:26

want to see what information I'm doing in this specific timeframe.

Kevin Dieny: 00:27:30

And changing the date and being able to say within these bars, right within this

Kevin Dieny: 00:27:34

timeframe, what has happened is probably the most common dimension there is.

Kevin Dieny: 00:27:38

And that's across Google analytics because that's, it's used so often.

Kevin Dieny: 00:27:43

So usually when someone asks a question, how many visitors are we getting

Kevin Dieny: 00:27:48

from one of our ad campaigns, right?

Kevin Dieny: 00:27:49

How many people are coming to the website from one of our ad campaigns?

Kevin Dieny: 00:27:52

Okay, well then I would specify.

Kevin Dieny: 00:27:56

Okay.

Kevin Dieny: 00:27:56

In what period of time.

Kevin Dieny: 00:27:58

Right.

Kevin Dieny: 00:27:58

So make sure that that's always there.

Kevin Dieny: 00:27:59

If you just ignore that part of the report, you're going to get some

Kevin Dieny: 00:28:02

funky stuff you really want to be able to set, look at reports each

Kevin Dieny: 00:28:06

week that are really important to you.

Kevin Dieny: 00:28:08

Now, if you're looking at a weekly, you may say, okay, I want

Kevin Dieny: 00:28:10

to look at, a period of time.

Kevin Dieny: 00:28:12

Up to last week and every week, you're going to look at that and see how,

Kevin Dieny: 00:28:15

measuring how things are changing, how one week's time differences having an impact.

Kevin Dieny: 00:28:19

You may say, well, I'm going to look at a report, but I need to look at it weekly.

Kevin Dieny: 00:28:23

Fine.

Kevin Dieny: 00:28:23

That's great.

Kevin Dieny: 00:28:24

You can even schedule these reports to they come to your email.

Kevin Dieny: 00:28:26

There's things like that.

Kevin Dieny: 00:28:27

You can do, you can go and open Google sheets in habit, and then

Kevin Dieny: 00:28:31

have it run reports in there with the Google analytics add on.

Kevin Dieny: 00:28:35

So you can say, I want to see this data by this timeframe, and I want

Kevin Dieny: 00:28:38

this to populate automatically.

Kevin Dieny: 00:28:40

And then rock and roll.

Kevin Dieny: 00:28:41

It can be all done for you automatically.

Kevin Dieny: 00:28:42

It's really cool.

Kevin Dieny: 00:28:44

So let's go over a little bit of a summary here.

Kevin Dieny: 00:28:48

Number one, what information is in Google analytics?

Kevin Dieny: 00:28:52

Okay.

Kevin Dieny: 00:28:52

So yeah.

Kevin Dieny: 00:28:53

Talking about acquisition, everything, but bringing people to your website,

Kevin Dieny: 00:28:56

it's all about your website, right where you're at, but generally let's

Kevin Dieny: 00:29:00

say it's generally about your website.

Kevin Dieny: 00:29:02

What brought them there?

Kevin Dieny: 00:29:03

The B behavior reports are going to be what happened when they got there.

Kevin Dieny: 00:29:07

What do they do?

Kevin Dieny: 00:29:08

What pages are they look at?

Kevin Dieny: 00:29:10

What was the order of the pages they looked at?

Kevin Dieny: 00:29:11

How do they flow through the pages?

Kevin Dieny: 00:29:13

The behavioral flow for them across the site.

Kevin Dieny: 00:29:16

How long did they spend there?

Kevin Dieny: 00:29:18

What did they do when they got there?

Kevin Dieny: 00:29:19

What pages did they gravitate toward?

Kevin Dieny: 00:29:21

Any questions about what they did while they were there.

Kevin Dieny: 00:29:24

When someone came in here, think of it.

Kevin Dieny: 00:29:25

Like they came in here.

Kevin Dieny: 00:29:26

Okay, well, where do they go?

Kevin Dieny: 00:29:27

What do they look at?

Kevin Dieny: 00:29:29

How would that help your business?

Kevin Dieny: 00:29:30

Well..

Kevin Dieny: 00:29:30

psh man.

Kevin Dieny: 00:29:31

Tons of ways.

Kevin Dieny: 00:29:32

Right?

Kevin Dieny: 00:29:33

What pages are people spending the most time on?

Kevin Dieny: 00:29:35

Okay, well, let's put some resources there.

Kevin Dieny: 00:29:37

What pages they spend the least time on, well, maybe we can

Kevin Dieny: 00:29:41

improve those pages, right?

Kevin Dieny: 00:29:42

If you're able to improve the website experience, you're going to get,

Kevin Dieny: 00:29:46

you're going to, again increase those points that are going to increase

Kevin Dieny: 00:29:50

sales and revenue, it just will happen.

Kevin Dieny: 00:29:52

So everything in the behavioral category is getting you closer to

Kevin Dieny: 00:29:56

sale anyway, and the closer you get to, what's happening and influencing

Kevin Dieny: 00:30:00

people before a sale, the more you're going to actually increase those sales.

Kevin Dieny: 00:30:04

And then the thing closest that web analytics tracks is the conversion report.

Kevin Dieny: 00:30:09

And the conversion, I said, remember, there's that asterisk

Kevin Dieny: 00:30:11

is a little bit gray there.

Kevin Dieny: 00:30:12

The conversion reports.

Kevin Dieny: 00:30:14

Are going to be susceptible to issues and errors in their accuracy,

Kevin Dieny: 00:30:18

what they report is accurate, but it's not the whole picture.

Kevin Dieny: 00:30:22

You're only going to see a slice of what really truly happened.

Kevin Dieny: 00:30:25

It can be frustrating.

Kevin Dieny: 00:30:27

Let's just put it that way to get, to get to the attribution part of

Kevin Dieny: 00:30:30

what's happening on your website.

Kevin Dieny: 00:30:31

But generally speaking, it's going to give you enough information to

Kevin Dieny: 00:30:34

be able for you to be able to then say, complete the last question.

Kevin Dieny: 00:30:38

I brought up earlier, which is what am I going to do with this

Kevin Dieny: 00:30:40

information that I have, that that's then going to increase revenue.

Kevin Dieny: 00:30:44

And that's where it's going to give you information where you'd say,

Kevin Dieny: 00:30:46

okay, well, this ad is working.

Kevin Dieny: 00:30:48

Maybe I should increase the budget.

Kevin Dieny: 00:30:49

That choice to increase the budget.

Kevin Dieny: 00:30:51

Is that orchestrating action that then, they're actually

Kevin Dieny: 00:30:55

doing something with the data.

Kevin Dieny: 00:30:56

If you don't do anything with any of this data, then you're.

Kevin Dieny: 00:31:01

Going to be increasing revenue.

Kevin Dieny: 00:31:03

It's as simple as that.

Kevin Dieny: 00:31:05

So any information that you get out of any of these reports, it's always got,

Kevin Dieny: 00:31:08

you always got to ask yourself, maybe write it down as opposed to, what am

Kevin Dieny: 00:31:11

I going to do with this information?

Kevin Dieny: 00:31:13

What am I going to do?

Kevin Dieny: 00:31:14

What sales action am I going to take?

Kevin Dieny: 00:31:16

Is there an operational thing here?

Kevin Dieny: 00:31:17

Is there something wrong with the website itself?

Kevin Dieny: 00:31:19

There's reports in the behavior section, which may give you, how long is your

Kevin Dieny: 00:31:23

page taking to load things like that.

Kevin Dieny: 00:31:25

That'll be helpful in determining if your website's slow.

Kevin Dieny: 00:31:28

If your website is bogging people down, if anything's going on their pages that

Kevin Dieny: 00:31:32

have a lot of bounces, a lot of exits.

Kevin Dieny: 00:31:34

Pages that have very low time on site.

Kevin Dieny: 00:31:36

There's little indicators, right?

Kevin Dieny: 00:31:38

That maybe there's something wrong with, with a pager or whatever.

Kevin Dieny: 00:31:41

And that's information you may use to diagnose your website, just to fix it.

Kevin Dieny: 00:31:44

Not necessarily to make it, to shoot for increasing revenue, but if you

Kevin Dieny: 00:31:47

fix problems, that's removing those obstacles and friction, which is

Kevin Dieny: 00:31:51

going to increase revenue, just not as much as, really improving how

Kevin Dieny: 00:31:57

people are finding value on your site.

Kevin Dieny: 00:32:00

So those are the three areas.

Kevin Dieny: 00:32:01

The acquisition, behavior, and the conversions area.

Kevin Dieny: 00:32:04

There's you can get conversions yourself.

Kevin Dieny: 00:32:06

You can set them up by setting up goals, or you can have tools like

Kevin Dieny: 00:32:09

we like our tool or there's lots of companies that provide tools that

Kevin Dieny: 00:32:12

push events or push information into Google analytics that helps you

Kevin Dieny: 00:32:16

set up goals so that you can track.

Kevin Dieny: 00:32:17

How many people are filling out?

Kevin Dieny: 00:32:19

How many people are having chat conversations.

Kevin Dieny: 00:32:22

And if people are calling my business, how many people are emailing my business,

Kevin Dieny: 00:32:25

how many people are clicking on this one button and downloading something,

Kevin Dieny: 00:32:28

how many people are watching a video, you can set up any of these types of

Kevin Dieny: 00:32:31

things as conversions it's out there.

Kevin Dieny: 00:32:34

It's very possible to do any of this.

Kevin Dieny: 00:32:35

So it's what matters to your business?

Kevin Dieny: 00:32:38

How's it selling today?

Kevin Dieny: 00:32:39

How does it want to sell, how does it want to increase revenue?

Kevin Dieny: 00:32:42

That's what all these, all this information would be helpful for

Kevin Dieny: 00:32:45

you to have not as long as you can come up with the question about,

Kevin Dieny: 00:32:48

you have about getting, well, let's, let's get the answer to this.

Kevin Dieny: 00:32:52

Let's see how many visitors are coming to my website and you see, wow.

Kevin Dieny: 00:32:55

I have, you know, let's say a couple of hundred people come in, maybe

Kevin Dieny: 00:32:57

thousands of people coming to my website.

Kevin Dieny: 00:33:00

What are they doing?

Kevin Dieny: 00:33:01

How many of those are converting, right?

Kevin Dieny: 00:33:03

Why aren't the others converting?

Kevin Dieny: 00:33:05

What are they looking at?

Kevin Dieny: 00:33:06

What are they interested in?

Kevin Dieny: 00:33:07

If a competitor is doing really well, look at their website, if they're

Kevin Dieny: 00:33:11

doing web analytic improvements and stuff like that, it's probably a pretty

Kevin Dieny: 00:33:14

good guest to say whatever they've put on their website, it's come out

Kevin Dieny: 00:33:18

of their web insight, web research.

Kevin Dieny: 00:33:20

And that's why they have a page.

Kevin Dieny: 00:33:21

Maybe that's dedicated to this.

Kevin Dieny: 00:33:23

Maybe that's why they have a.

Kevin Dieny: 00:33:25

And you'd say, well, why would Kevin's Heating and Air

Kevin Dieny: 00:33:28

Mechanical.com need a blog?

Kevin Dieny: 00:33:30

Well for the SEO, right?

Kevin Dieny: 00:33:33

Or there's a lot of reasons there, but understanding it.

Kevin Dieny: 00:33:36

So you have the information to make a proper decision is what we're after.

Kevin Dieny: 00:33:40

Google analytics is a tool.

Kevin Dieny: 00:33:41

And its function is to provide you with information, that information in

Kevin Dieny: 00:33:45

there you may need to look up, right?

Kevin Dieny: 00:33:47

What's this.

Kevin Dieny: 00:33:48

What does Kevin talking about?

Kevin Dieny: 00:33:49

When he says bounces, what's a hit, what's an interaction.

Kevin Dieny: 00:33:52

What are clicks?

Kevin Dieny: 00:33:53

What are conversions?

Kevin Dieny: 00:33:54

What is he talking about?

Kevin Dieny: 00:33:56

If it's going a little over your head, I would just say,

Kevin Dieny: 00:33:58

go, Google this, go look it up.

Kevin Dieny: 00:33:59

Go to get the definition down.

Kevin Dieny: 00:34:01

So you have an understanding of, okay, this is what it means.

Kevin Dieny: 00:34:05

And then you can be very clear about, okay, this is what's

Kevin Dieny: 00:34:07

happening on my website.

Kevin Dieny: 00:34:09

And here's why, and you understand it.

Kevin Dieny: 00:34:12

The things that are going to be hard to Google are the things I've talked about

Kevin Dieny: 00:34:14

in conversion about why, 'cause it's not.

Kevin Dieny: 00:34:18

It's not something that is a hundred percent.

Kevin Dieny: 00:34:21

This is what it is for you, because every business is a little different.

Kevin Dieny: 00:34:24

Every visitor who visits your site is using a different

Kevin Dieny: 00:34:26

browser, different experiences.

Kevin Dieny: 00:34:28

So it's not a hundred percent perfect that someone's going to say, well,

Kevin Dieny: 00:34:30

75% of this, of this is accurate.

Kevin Dieny: 00:34:33

There's no one that's going to be able to tell you how perfectly

Kevin Dieny: 00:34:35

accurate any of your data is.

Kevin Dieny: 00:34:37

I'm just putting it out there that you should just assume that anything in the

Kevin Dieny: 00:34:40

conversions area has a little bit of gray.

Kevin Dieny: 00:34:43

There's gray in what you're missing.

Kevin Dieny: 00:34:45

What you have is that.

Kevin Dieny: 00:34:47

I would say you can learn valuable insights from Google analytic.

Kevin Dieny: 00:34:50

Some of the top reports are going to tell you, answer questions.

Kevin Dieny: 00:34:53

Where are people coming from?

Kevin Dieny: 00:34:54

What channels are bringing them there?

Kevin Dieny: 00:34:56

What are they doing once they get to my website?

Kevin Dieny: 00:34:57

And what pages are very popular?

Kevin Dieny: 00:34:59

What pages are they even consuming and reading?

Kevin Dieny: 00:35:01

What pages are they converting on?

Kevin Dieny: 00:35:03

How many pages are they looking at before they convert?

Kevin Dieny: 00:35:05

How long are they spending between their first visit and

Kevin Dieny: 00:35:09

the visit where they convert?

Kevin Dieny: 00:35:10

How long is that period of time that Google analytics has the

Kevin Dieny: 00:35:13

information on to tell me how many of these people are converting?

Kevin Dieny: 00:35:17

Off of the second, third or fourth visit, right?

Kevin Dieny: 00:35:20

All that information is in there.

Kevin Dieny: 00:35:22

If you have the questions for it, if you have a means of saying, well, once if I

Kevin Dieny: 00:35:25

knew this information, then I could write, run an ad change articles, make a video.

Kevin Dieny: 00:35:32

I would put resources here.

Kevin Dieny: 00:35:33

I would take resources out of here.

Kevin Dieny: 00:35:34

Anything you would actually make a decision on is the

Kevin Dieny: 00:35:37

information that you're after.

Kevin Dieny: 00:35:38

And that's why Google analytics is so valuable.

Kevin Dieny: 00:35:41

And.

Kevin Dieny: 00:35:42

Some of the practical steps you could take would be the last thing here.

Kevin Dieny: 00:35:45

So I mentioned a few of them, but let's say in an email is a great one.

Kevin Dieny: 00:35:52

For this example, let's say you've run emails in the past.

Kevin Dieny: 00:35:55

You've sent emails out.

Kevin Dieny: 00:35:56

You want to know what are those emails?

Kevin Dieny: 00:35:58

Bringing people to my website are those emails causing people

Kevin Dieny: 00:36:01

who get to my website to convert, to satisfy a goal that I have.

Kevin Dieny: 00:36:06

That's an amazing question.

Kevin Dieny: 00:36:08

And that would tell you, well, because I want to email them.

Kevin Dieny: 00:36:12

I want to make more of these emails.

Kevin Dieny: 00:36:14

I want to start just emailing at all.

Kevin Dieny: 00:36:16

So anytime you have any of this, let's say you have a project.

Kevin Dieny: 00:36:20

Let's group it into a project.

Kevin Dieny: 00:36:21

I want to do something.

Kevin Dieny: 00:36:23

Okay.

Kevin Dieny: 00:36:24

Make sure I measure it.

Kevin Dieny: 00:36:25

Make sure you measure it right.

Kevin Dieny: 00:36:26

Make sure it's measuring the goals, then do it and then say, okay, it costs me

Kevin Dieny: 00:36:30

this much to do it this much resources and time or budget or whatever it was.

Kevin Dieny: 00:36:35

This is what it accomplished.

Kevin Dieny: 00:36:37

Give it enough time.

Kevin Dieny: 00:36:38

Some conversions, some interactions, people may take a little more

Kevin Dieny: 00:36:43

time to, satisfy the goals on.

Kevin Dieny: 00:36:45

So give it some time.

Kevin Dieny: 00:36:46

And then at some point, you know, draw a line in the sand and say, okay, up

Kevin Dieny: 00:36:49

to this date, I ran it at this point.

Kevin Dieny: 00:36:51

The project completed here is the findings.

Kevin Dieny: 00:36:54

Here's the outcome.

Kevin Dieny: 00:36:55

And then you could say, well, do I want to do more of this or less of this?

Kevin Dieny: 00:36:58

Can I improve this?

Kevin Dieny: 00:37:00

Right?

Kevin Dieny: 00:37:00

Those are all great questions that a business may have to improve

Kevin Dieny: 00:37:06

something that they're doing to increase their sales and revenue.

Kevin Dieny: 00:37:09

Any point along the way of the process, it takes to make a sale.

Kevin Dieny: 00:37:12

If you find and identify points that your website is that then

Kevin Dieny: 00:37:15

Google analytics and obviously.

Kevin Dieny: 00:37:18

It may be a channel acquisition improvement.

Kevin Dieny: 00:37:21

We say, well, to get more referrals, I actually have to ask

Kevin Dieny: 00:37:24

for them to get more ad visitors.

Kevin Dieny: 00:37:26

I have to pay for them to get more organic traffic.

Kevin Dieny: 00:37:28

I have to write more blog articles or put pages.

Kevin Dieny: 00:37:31

I have to optimize my pages for specific keywords to get people who are more local.

Kevin Dieny: 00:37:35

I may have to reframe, post on sites that are more local.

Kevin Dieny: 00:37:38

I may have to run ads and make sure they're targeting local.

Kevin Dieny: 00:37:42

There's a lot of ways you may think.

Kevin Dieny: 00:37:43

Well, that's simple.

Kevin Dieny: 00:37:45

I was planning on doing this anyway, but now with Google analytics, I can make

Kevin Dieny: 00:37:49

sure that I'm measuring its impact there.

Kevin Dieny: 00:37:51

What it's doing, what it's causing a great question.

Kevin Dieny: 00:37:54

One that is difficult, but it's so awesome to, to ask is the people

Kevin Dieny: 00:37:59

I'm bringing to my website, right?

Kevin Dieny: 00:38:01

Are they quality?

Kevin Dieny: 00:38:02

Are they a fit?

Kevin Dieny: 00:38:03

If your business, sells wheelchairs, let's just put this out there.

Kevin Dieny: 00:38:07

Right?

Kevin Dieny: 00:38:08

And the people who are coming to your website have no interest.

Kevin Dieny: 00:38:12

In wheelchairs, they're getting there for some other reason and they never convert.

Kevin Dieny: 00:38:18

You want people who are looking to buy a wheelchair to get to their site

Kevin Dieny: 00:38:22

where you're selling wheelchairs.

Kevin Dieny: 00:38:23

The same concept applies to any business.

Kevin Dieny: 00:38:25

If had to go back to Kevin's Heating and Air Mechanical.

Kevin Dieny: 00:38:28

I want someone who is looking to install the new air conditioning unit who

Kevin Dieny: 00:38:32

needs help, who their heater broke, or their ducks are dirty or their machine,

Kevin Dieny: 00:38:39

stopped working, anything like that.

Kevin Dieny: 00:38:41

That's the kind of people that I want.

Kevin Dieny: 00:38:43

So how am I, how do I know the visitors to my website?

Kevin Dieny: 00:38:47

Our fit that mold for that value.

Kevin Dieny: 00:38:50

And that's where, you could say, well, if they do fit that mold right,

Kevin Dieny: 00:38:54

then I should see them converting.

Kevin Dieny: 00:38:55

And so you'd say, well, I see a lot of traffic coming from these sources.

Kevin Dieny: 00:38:58

A lot of money's being spent here.

Kevin Dieny: 00:39:00

They are bouncing around a lot of pages, checking them out, scrolling,

Kevin Dieny: 00:39:03

consuming a lot of content, but they're just not converting very much.

Kevin Dieny: 00:39:09

Not converting as well as you'd like.

Kevin Dieny: 00:39:10

Okay.

Kevin Dieny: 00:39:10

So cause remember 2% or something like that is the global average

Kevin Dieny: 00:39:14

conversion rate across websites.

Kevin Dieny: 00:39:16

So if you're above 2%, maybe you have to change your point of view here because

Kevin Dieny: 00:39:21

you're actually doing fairly well.

Kevin Dieny: 00:39:22

But if you're like, look, because of my costs, I need like a 7%, 8%, 10%,

Kevin Dieny: 00:39:27

I don't know, 15% conversion rate.

Kevin Dieny: 00:39:29

And I expect that when I have these high quality people coming to my

Kevin Dieny: 00:39:32

website, so you'd say, okay, well, if they're not converting, is it the

Kevin Dieny: 00:39:36

marketing that brought them there?

Kevin Dieny: 00:39:37

Is it the web pages that are not relevant to those types of people?

Kevin Dieny: 00:39:41

Maybe they need more time.

Kevin Dieny: 00:39:42

There's a lot of, let's say it's like a Pandora's box because once you open

Kevin Dieny: 00:39:47

the door of Google analytics and all the amazing information that's in

Kevin Dieny: 00:39:50

there, it's going to start rolling out more and more and more questions.

Kevin Dieny: 00:39:54

It's going to lead you down these rabbit hole paths.

Kevin Dieny: 00:39:57

And it can be, it can feel like man, just Google analytics is like that.

Kevin Dieny: 00:40:01

I don't even want to open the Pandora's box and that's fine.

Kevin Dieny: 00:40:05

But that's why I said Google analytics is for the businesses that a.

Kevin Dieny: 00:40:09

B, they want to improve something and they want to do, and they

Kevin Dieny: 00:40:11

want to, they actually, they find the value and the insights.

Kevin Dieny: 00:40:15

Interesting enough to actually do something about it.

Kevin Dieny: 00:40:17

They want to make a decision based on the date.

Kevin Dieny: 00:40:19

So if that's you I'd say jump into Google analytics, give it another try.

Kevin Dieny: 00:40:23

There's plenty of videos out there.

Kevin Dieny: 00:40:25

That'll dive into a specific reports, specific insights, but it's gotta

Kevin Dieny: 00:40:29

be really relevant to your business.

Kevin Dieny: 00:40:31

If you need help, reach out, ask questions, we can guide you that

Kevin Dieny: 00:40:34

there's not an in-charge of this.

Kevin Dieny: 00:40:36

You just reach out, ask people questions.

Kevin Dieny: 00:40:37

How have you done this?

Kevin Dieny: 00:40:38

I have questions about this as this.

Kevin Dieny: 00:40:40

This is what it means.

Kevin Dieny: 00:40:40

I think it means, cause I want to make an important decision based on this.

Kevin Dieny: 00:40:44

All of that is, is all stuff that businesses are dealing with when

Kevin Dieny: 00:40:47

working with Google analytics.

Kevin Dieny: 00:40:48

And I really, really, really recommend it to you.

Kevin Dieny: 00:40:52

I really recommend to any business, to, to find a way to include

Kevin Dieny: 00:40:55

Google analytics and their weekly.

Kevin Dieny: 00:40:57

Something that's important to them that they want to keep

Kevin Dieny: 00:40:59

track of find a report, just one.

Kevin Dieny: 00:41:02

To start find something valuable that you want to know how it's

Kevin Dieny: 00:41:05

going on a week-to-week basis.

Kevin Dieny: 00:41:07

At worst, I guess, a month to month basis, just so you become more and more familiar

Kevin Dieny: 00:41:12

with the platform and that way it's not so daunting, it's not so terrifying

Kevin Dieny: 00:41:16

and anything you're learning, you could then take and go do something about it.

Kevin Dieny: 00:41:20

That's pretty much it.

Kevin Dieny: 00:41:21

We have a, article on our website of some of my top favorite

Kevin Dieny: 00:41:25

reports in Google analytics.

Kevin Dieny: 00:41:26

I really wanted to frame this podcast episode all about how you would

Kevin Dieny: 00:41:29

determine that for your business, because every business is different.

Kevin Dieny: 00:41:31

What matters most to your business?

Kevin Dieny: 00:41:33

Where in that sales process, can you interject or create

Kevin Dieny: 00:41:37

more revenue for your business?

Kevin Dieny: 00:41:39

So I hope that's been helpful.

Kevin Dieny: 00:41:41

I hope you're feeling inspired to go get your data hat and then

Kevin Dieny: 00:41:44

your marketing hat on by diving into Google analytics reports.

Kevin Dieny: 00:41:48

So thank you for your time today.

Kevin Dieny: 00:41:49

I really appreciate your listening and I'll catch you up, catch up

Kevin Dieny: 00:41:53

and I'll catch you again next time.