Hey guys I’m back with another post of my series of CXL. So let’s start from where we have left:
Statistical power is determined by:
- Size of the effect you want to detect.
- Size of the sample used.
An underpower AB test is the one in which, it’s got an inadequate sample size. 80% statistical power is a standard bar for running an AB test.
Overpowered AB test:
An overly sufficient sample size increases statistical power. The probability of type 2 error goes down but the probability of type 1 increases.
You can overpower a test with too large of sample size: True
Statistical power in plain terms is the likelihood that a study will detect an effect when there is an effect to be detected.
Sample size and how to calculate it:
Factors to account for when calculating sample size:
- How large a difference to detect.
- Level of confidence
- Power and variability
Google Analytics for beginners
Google Analytics is the way to understand how something is happening on the website. It allows you to analyze user behavior which lets you know what is and what is not working on a website.
Google marketing platform: Check this website and see the platforms provided. For GA, it provides 10M visits/month. After which one can take the paid/enterprise level.
- Google Analytics collects the data, stores it, and shows reports of it. It is incredible;e in storing information.
- Google tag manager works excellent in data collection and sending it back to GA.
- Google data studio works excelling in showing reports of the data stored.
Installing Google Analytics:
- Create your GA account.
- In the property settings, select the tracking information and copy your tracking ID and paste it in your plugin or third party integration.
- In case of a coded website, copy the script on your code, following the instructions given there.
If we can do any arithmetic with a number then it is a metric. Explore the reports to get familiar:
- Overview reports
- Flow reports
- Table reports
Adjust date ranges and dimensions:
- Compare date ranges
- Primary and secondary dimensions
- Is sampling an issue
Getting to know GA: Real-time reports
- In the left vertical menu, click on the real-time option to see real-time reports.
- A real-time report is used to check if your GA is properly set up.
- Create a new view in GA, connect GA on your website. Go on to your website and see if GA is tracking properly.
- The location option shows real-time users by location.
- Below the header, in GA there is a menu for segmenting, always check it before getting panic about where all the data went.
- In the events section, active users are the users who were active in the last 5mins while events were of the last 30mins.
Getting to know GA: Audience reports
- Audience reports answer the question, who are my users?
- When someone arrives on your website, if they are coming for the 1st time google saves a cookie on their device to identify them when they will return to the website.
- For GA 1 user = 1 client ID
- One person can open the same website on their phone, tablet, or PC and GA will count each device as separate users. In GA, sometimes a single person can be equivalent to 3–5 users.
- In the demographics section, one can add segments and see the reports of only that particular segment as well.
- In the interest section: The affinity categories section shows, “the user who liked your product also liked”. Once you see this data it can be used to cross-promote.
Getting to know GA: Acquisition reports
- This report is to get the answer to the question, where are my users coming from.
Acquisition section in the vertical menu:
- All traffic: Channels — It shows where is the traffic coming from.
- All traffic: Source/medium shows the sources of traffic and the medium.
Getting to know GA: Behaviour reports
Behavior reports answer the questions “What are my users doing”,” What actions are my users taking”
Behavior — Landing pages: It shows your top landing pages. Exit pages show the last page user saw before leaving the website.
Find the difference between bounce rate and exit rate in GA.
Getting to know GA: Conversion reports
“What are the result of all of my user actions”? This question will be answered in this section. Go to the conversion section: Funnel visualization shows the visual funnel with metrics.
Goal flow shows the flow of your funnel.
Getting started: Account settings
Go to admin panel — account settings
- From user permissions, you can give access to the GA to other people. There is no solitary owner of the GA account. One who has all the access to the GA account works as an admin can remove other owners.
- If you are setting GA account for a client then set up GA, add them with full access and then ask them to remove you.
Filters:
Admin panel — all filters
Admin — change history: It shows the history of everything that has happened.
Admin — Trash can: When you delete something it stays on the trash can for 30 days and google sends an e-mail to everyone who has the access to GA.
Getting started: Property setting
Admin panel — property settings
Enable your demographics and interest report from here. Enable users metric in reporting.
Tracking info:
- Data collection: Read the whole thing by clicking on the learning more button. Turn on remarketing and advertising reporting features.
- Data retention: How long GA should contain user-specific data. By default, it is 26 months.
- Session setting: Example — If I go on a website in January by Google organic search and then revisit it in June then the credit of sale will be given to google. By default, it is set to 6 months. That Jan to June ti,e period can be changed from here.
- Organic search sources: Here we can set other search engine results to count as organic. Ex — Bing, Duckduckgo
- Referral exclusion list: In e-commerce suppose there is a step where customers are going to PayPal, so does PayPal would get the credit for a sale? No! Therefore add PayPal to the exclusion list.
Search term exclusion list: Some people may search for xyz.com and then click on results on your website. When this happens GA counts it as a search term instead of direct. So you can add xyz.com as a search term exclusion list.
Tracking information — One can also change the way how user ID track or change the way of tracking but it’s extremely advanced and needs a team to handle.
Okay guys this was all for today, see you next week.
