Top 10 Analytics Reports

By Will Critchlow
SMX Advanced, London, 2010
 Will Critchlow
Director
> will.critchlow@distilled.co.uk
> twitter.com/WillCritchlow
Distilled
> www.distilled.co.uk

I co-founded Distilled in 2005

We opened an office in Seattle this
year
I’m a geek
The whole presentation
1. Visits to purchase Wish-list

2. First touch vs. Last

touch (ftvlt) organic
vs. Paid 6. New links
3. Ftvlt branded vs. 7. Keyword length
Non-branded 8. # organic landing
4. Search vs. Direct pages over time
5. Econometric models 9. Real-time
10. Heatmaps
Attribution
No-one buys the first time,
right?
OK. Maybe he does.
Report #1: visits to purchase
Most analytics reports are last-
click
Econometrics – the real answer
Hands up if you know what this
means.

Seriously.

Put your hand down.

We’ll cover it a little bit later

Before you do that you need
data
bit.ly/1sttouch
Basic steps

 Include external .js file [distilled.FirstTouch.js]

 Add call [distilledFirstTouch(pageTracker)]
 Start pulling out data
4 new Custom Variables
64 characters total
Including variable names
 l = original landing page
 s = original landing page query string
 r = original referrer
 q = original search query
Custom variables

You might notice that

there’s some tidying
up to do...
=SUBSTITUTE(SUBSTITUTE(SU
BSTITUTE(SUBSTITUTE(SUBS
TITUTE(SUBSTITUTE(SUBSTI
TUTE(SUBSTITUTE(SUBSTITU
TE(SUBSTITUTE(A1,"%2F","/"),
"%2C", ","), "%3F", "?"), "%3A",
":"), "%40", "@"), "%26", "&"),
"%3D", "="), "%2B", "+"), "%24",
"$"), "%23", "#")
Use Advanced Segments

This filters out visits that had their

first touch as paid search (as long
as your campaign is tagged that
way)
All the tools you need
1. Visits to purchase
2. First touch vs. Last
touch (ftvlt) organic
vs. Paid
3. Ftvlt branded vs.
Non-branded Treat values as random
4. Search vs. Direct variables. Estimate
parameters of joint
5. Econometric models probability distributions
of variables being
studied
Attribution
I leave you with a cheeky few
ideas
Wish-list

6. New links
7. Keyword length
8. # organic landing
pages over time
9. Real-time
10. Heatmaps
 Will Critchlow
Director
> will.critchlow@distilled.co.uk
> twitter.com/WillCritchlow
Distilled
> www.distilled.co.uk