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GROWTH HACKING
with Google Analytics

Cyril Gantzer
@twyril - hublo.co
mercredi 30 octobre 13
Need users?

mercredi 30 octobre 13
Need users?
Head of Marketing

BUY THEM

mercredi 30 octobre 13
Need users?
Head of Marketing

Growth Hacker

BUY THEM

FIND THEM

mercredi 30 octobre 13
Test. Measure. Improve
If you value time, you need analytics

mercredi 30 octobre 13
3 DOs
&
3 DON’Ts
mercredi 30 octobre 13
1

mercredi 30 octobre 13

Stop tracking yourself
Opt yourself out from Google Analytics

http://goo.gl/KNWF
mercredi 30 octobre 13
2

mercredi 30 octobre 13

Define a goal for your site
From the Admin interface

mercredi 30 octobre 13
Pick destination

Duration & Pages are vanity metrics
Events require Javascript

mercredi 30 octobre 13
Several goals make a funnel

mercredi 30 octobre 13
3

mercredi 30 octobre 13

Track your sources
Sources won’t track themselves

No referrer = no source
No source = Direct traffic

mercredi 30 octobre 13
5 parameters available
Source
Medium
Campaign
Content
Term

mercredi 30 octobre 13

Referring website (eg: twitter, youtube, internal, etc.)
Type of referral (eg: email, social, display, organic, cpc, etc.)
Date + Topic (eg: 20131012_free_shipping)

Use it for segmentation (eg: «women» vs. «men»)
Use it to add a keyword (if relevant)

OPTIONNAL

OPTIONNAL
NO P.I.I.

(Personally Identifiable Information)

mercredi 30 octobre 13
Use the tools

MAKE NO MISTAKE

MAKE IT PRETTY

URL builder

URL shortener

http://goo.gl/1224E6

http://goo.gl/

mercredi 30 octobre 13
1

mercredi 30 octobre 13

Real-time dashboard
1

mercredi 30 octobre 13

Waste-of

Real-time dashboard
Real-time can alert you...

mercredi 30 octobre 13
Real-time can alert you...

TOO LATE

You probably needed

mercredi 30 octobre 13
2

mercredi 30 octobre 13

Time spent is the shitty metric
Everything about it is wrong

(Last page loadtime) - (1st page loadtime)

YOU’RE ALWAYS 1 PAGE BEHIND

mercredi 30 octobre 13
Everything about it is wrong

Should I increase it? Should I decrease it?

FORGET IT

mercredi 30 octobre 13
3

mercredi 30 octobre 13

Bounce rate is not evil
Google.com’s goal is...

100% BOUNCE RATE

mercredi 30 octobre 13
RECAP
1 Stop tracking yourself

1 Real-time is a waste of time

2 Define goals

2 Time spent on site is useless

3 Track sources

3 Bounce rate is not evil
cyril@hublo.co

mercredi 30 octobre 13

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Growth Hacking Paris #0 : Cyril Gantzer