Site Optimization Reporting with Google Analytics

Updated:

Build the Site Optimization KPIs Dashboard & Segments

Configure Dashboard

1. Log into Google Analytics and Create a New Dashboard by navigating to Customization > Dashboards > Create

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2. Select Blank Canvas, Name the Dashboard "Site Optimization - KPIs", and select Create Dashboard

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Configure Widgets

3. Create widgets for the Dashboard using the +Add Widget button in the top left corner of the Dashboard

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4. Configure the initial widget: "Pageviews" as shown below, then click Save.

  • Widget title: Pageviews
  • Standard: Metric
  • Show the following metric: Pageviews
  • Filter this data: Don't Show | Company Name | Regular Expression | (Non-Company Visitor)

*Note: Use Parentheses to properly enter "(Non-Company Visitor)"

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5. Click the Pencil Icon on the Pageviews widget to open the Editor, then select Clone widget

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6. Click the Pencil Icon on the newly created widget to open the Editor and update the title and metric fields to a new measurement type, making sure the two fields match, then Save

  • Widget title: % Exit
  • Show the following metric: % Exit

7. Repeat steps 5 & 6 until all of the following widgets have been created:

  • Pageviews
  • % Exit
  • Avg. Session Duration
  • Pages / Session
  • Goal Conversion Rate (if applicable*)
  • Goal 1 Conversion Rate (if applicable*)
  • Goal 2 Conversion Rate (if applicable*)
  • Goal 3 Conversion Rate (if applicable*)

*Widgets displaying goal conversion rates are applicable only if Goals have been set up in Google Analytics

 

Configure Segments

8. Once on the Site Optimization - KPIs Dashboard, add new Segments by clicking + Add Segment  at the top of the page and +New Segment on the following screen

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9. Configure the "DB: Engaged with Site Optimization" Segment as shown below, then click Save

  • Segment Name: DB: Engaged with Site Optimization
  • Filter: Sessions | Include
    • Page | contains | db-siteopt-rid=
  • Filter: Sessions | Exclude
    • Company Name | exactly matches | (Non-Company Visitor) 
      OR
    • Company Name | exactly matches | Demandbase Inc
    • (Optional - exclude your company name from inclusion using another OR condition)

*Note: Use Parentheses to properly enter (Non-Company Visitor)

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10. Repeat step 8 above and configure the "DB: Did Not Engage with Site Optimization" Segment as shown below, then click Save

  • Segment Name: DB: Did Not Engage with Site Optimization
  • Filter: Sessions | Include
    • Page | does not contain | db-siteopt-rid=
  • Filter: Sessions | Exclude
    • Company Name | exactly matches | (Non-Company Visitor) 
      OR
    • Company Name | exactly matches | Demandbase Inc
    • (Optional - exclude your company name from inclusion using another OR condition)

*Note: Use Parentheses to properly enter (Non-Company Visitor)

 

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Apply Segments

11. Once the Segments have been created, select the two Engagement Segments from the list, deselect the All Users Segment, and click Apply

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Completed Dashboard

Once complete, the dashboard should look something like this:

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Expected Results

The expected results of the Site Optimization - KPIs (SO) dashboard are outlined below.

  • Pageviews should be lower for those who engaged with SO, although the higher this number, the better
  • % Exit should be lower for those who engaged with SO
  • Avg. Session Duration should be higher for those who engaged with SO
  • Pages / Session should be higher for those who engaged with SO
  • Goal Conversions should be higher for those who engaged with SO

Note - If the All Users segment has not been removed from the Dashboard, it is expected that there will be a gap between the sum of the other two segments and the All Users total. Remember that the only visitors who see the SO window are business visitors, so residential, wireless, and bot visitors will not fall into either of the SO segments. 

 

Build the Site Optimization Interaction Funnel Dashboard

Configure Dashboard

1. Log into Google Analytics and Create a New Dashboard by navigating to Customization > Dashboards > Create

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2. Select Blank Canvas, Name the Dashboard "Site Optimization - Interaction Funnel", and select Create Dashboard

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Configure Widgets

3. Create widgets for the Dashboard using the +Add Widget button in the top left corner of the Dashboard

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4. Configure the initial widget: "Total SO Impressions Served" as shown below, then click Save

  • Widget title: Total SO Impressions Served
    • Standard: Table
    • Display the following columns: Event Action | Total Events
    • Filter this data: Only Show | Event Category | Regular Expression | AI personalization - Company Logo
    • Filter this data: Only Show | Event Action | Containing | impression

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5. Click the Pencil Icon on the Total SO Impressions Served widget to open the Editor, then select Clone widget

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6. Click the Pencil Icon on the newly created widget to open the Editor and update the title, display option, and metric fields to a new measurement type, then Save

  • Companies Receiving the most SO Impressions
    • Standard: Table
    • Display the following columns: Company Name | Total Events
    • Filter this data: Only Show | Event Category | Regular Expression | AI personalization - Company Logo
    • Filter this data: Only Show | Event Action | Containing | impression
    • Filter this data: Don't Show | Company Name | Containing | unknown

7. Repeat steps 5 & 6 until all of the following widgets have been created:

  • SO Impressions Trended
    • Standard: Timeline
    • Graph the following metric over time: Total Events
    • Filter this data: Only Show | Event Category | Regular Expression | AI personalization - Company Logo
    • Filter this data: Only Show | Event Action | Containing | impression
  • Total SO Window Clicks
    • Standard: Table
    • Display the following columns: Event Action | Total Events
    • Filter this data: Only Show | Event Category | Regular Expression | AI personalization - Company Logo
    • Filter this data: Only Show | Event Action | Containing | click: open block
  • Companies Clicking the SO Window
    • Standard: Table
    • Display the following columns: Company Name | Total Events
    • Filter this data: Only Show | Event Category | Regular Expression | AI personalization - Company Logo
    • Filter this data: Only Show | Event Action | Containing | click: open block
    • Filter this data: Don't Show | Company Name | Containing | unknown
  • SO Window Clicks Trended
    • Standard: Timeline
    • Graph the following metric over time: Total Events
    • Filter this data: Only Show | Event Category | Regular Expression | AI personalization - Company Logo
    • Filter this data: Only Show | Event Action | Containing | click: open block
  • Total Consumption of Recommended Content
    • Standard: Table
    • Display the following columns: Event Action | Total Events
    • Filter this data: Only Show | Event Category | Regular Expression | AI personalization - Company Logo
    • Filter this data: Only Show | Event Action | Containing | click
  • Recommended Content Consumption Trended
    • Standard: Timeline
    • Graph the following metric over time: Total Events
    • Filter this data: Only Show | Event Category | Regular Expression | AI personalization - Content recommendation
    • Filter this data: Only Show | Event Action | Containing | click
  • Most Frequently Consumed Recommended Content
    • Standard: Table
    • Display the following columns: Event Label | Total Events
    • Filter this data: Only Show | Event Category | Regular Expression | AI personalization - Content recommendation
    • Filter this data: Only Show | Event Action | Containing | click

 

Apply Segments

8. Select the All Users Segment, deselect any other Segments, and click Apply

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Completed Dashboard

Once complete, the dashboard should look something like this:

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Expected Results

The expected results of the Site Optimization - Interaction Funnel (SO) dashboard are outlined below. 

  • Impressions Served should be higher than SO Window Clicks
  • SO Window Clicks should be higher than Recommended Content Consumption
  • Trend lines should have multiple peaks and valleys, with all peaks in each chart relatively consistent in size; the most inconsistent chart will likely be Recommended Content Consumption 
  • It is likely, but not necessary, that the Companies most frequently Clicking on the SO Window will be primarily the same as those Companies receiving the most SO Impressions

Note - The Interaction Funnel dashboard should not be segmented, but instead contain the results for "All Users". This is because the Event metrics make the URL-based Segments redundant.

 

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