Simplified custom reports

The new “Customize” feature in standard Google Analytics reports lets you easily tailor predefined reports to create your own custom reports. Click the “Customize” button in your account to see this new feature in action.

What is your ranking in search results?
We have updated Google Analytics search engine optimization reports to reflect the top position of a link to your site. Previously, the average position of all links to your site was reported. In “Traffic Sources > Search Engine Optimization”, see how your site’s ranking has been updated. Learn more

Expanded search engine list
The “Search Engines” report in Google Analytics is automatically populated with a list of known search engines. We periodically update our list to include new or more well-known engines. You can always add search engines we have not included in the tracking code snippet, but it would be better if they were added automatically. We recently added: http://rakuten.co.jp, http://biglobe.ne.jp, http://goo.ne.jp, http://www.startsiden.no/sok

Discover how advanced segmentation and testing generated a 7% increase in PUMA orders. They used Google Analytics to gain detailed insights into visitor behavior, enabling them to optimize the entire website experience. Learn more

Analytics Exchange
Google Analytics supports this project, through which you can share your analytics expertise and help a nonprofit or NGO. It connects an organization with a pair of volunteer analysts to use Google Analytics to “tell a story” with the data and provide ideas on how the nonprofit can improve its business goals. Learn more

PUMA CASE

PUMA increases its order rate by 7% thanks to insights from Google
Analytics and Viget

About PUMA
● www.puma.com
● Sports-related footwear, apparel, and accessories
● PUMA has been a leading international sports lifestyle company for more than 60 years

Objectives
● Gain insights into product content and popularity to drive strategy
● Identify the content that attracts customers and contributes to sales in each region
● Improve conversions and the online customer experience by optimizing the website
Approach
● Use traffic segmentation with filters to analyze individual products
● Collect custom data to analyze the impact of website changes on goals and
micro-conversions
● Use advanced segmentation to measure key content and interactions in each region

Results
● The order rate increased by 7.1%
● Visitors spent twice as long on the site interacting with PUMA brand content
● Key regions saw nearly 50% growth in engagement and visits

Success story
In pursuit of a competitive edge
Millions of people around the world love PUMA shoes because they are lightweight, flexible, fast,
and responsive. PUMA needed the same qualities in its web analytics platform.

PUMA’s online presence serves as a branding tool and an e-commerce gateway. Its website
needed to fully showcase the breadth of its brand categories, while also presenting content and
products internationally, with regional adaptation. With Viget, a certified Google
Analytics partner, PUMA redesigned its website and centralized its web measurement performance in Google Analytics.
PUMA.com is a comprehensive, dynamic website. However, just as PUMA continually improves its products,
it also believes in making changes that help visitors easily achieve their goals. In addition,
PUMA products can be found anywhere in the world, so it was important to implement and analyze
changes that increased sales and engagement in key geographic regions.
It was equally important to PUMA that each product category, such as “Running”, “Golf”, and “Football”, had
a distinct look on PUMA.com while still remaining connected as a unified website.
PUMA needed to compare performance in each category separately, as well as understand visitor behavior
throughout the entire PUMA experience. Google Analytics: the perfect complement
These challenges were overcome with the expertise of Viget’s analytics team and the flexibility of the
Google Analytics platform.
When conducting website tests, PUMA used custom variables in Google Analytics to
segment visitors by the test variation they had viewed. This enabled PUMA to compare how
each variation affected visitors’ ability to complete a set of goals, while also tracking micro-conversions.

PUMA used custom profiles and filters in Google Analytics to create a comprehensive view of PUMA.com and a
separate, focused view of each PUMA category site. It also used advanced features such as
event tracking to measure interactions with dynamic page elements and advanced segments
to identify visitors from each region.
“It is extraordinary to be able to run calculations instantly with advanced segments,” explained Jay Basnight,
PUMA’s Director of Digital Strategy. “They allow us to get quick answers to virtually any
question that comes up.”
Leading the pack
Thanks to the collaboration with Viget and Google Analytics, PUMA gained detailed insight into
visitor behavior, enabling it to optimize the experience across the entire website. For a global company
that generated revenues of several billion dollars last year, these changes represent
a significant gain.
During tests of its website header, it discovered a variation that increased online orders by
7.1%. Combined with other data-driven changes based on Google Analytics statistics, it has more than doubled the
number of visitors interacting with PUMA brand content such as news, videos, and photos. In addition,
PUMA has optimized the experience for international visitors, resulting in 47% more traffic from
growth regions such as China and India.
“Google Analytics enables us to help customers. We have seen outstanding results thanks to the
collaboration with Viget, and the GA tool has impressed us. With every decision we faced,
GA had the answer.”
Jay Basnight, Director of Digital Strategy at PUMA
About Viget Labs
● www.viget.com
● Locations: Washington, DC; Durham, NC; Boulder, CO
● Viget develops digital products for ambitious startups and innovative brands. Founded in 1999, our team of more than 50 people works together to deliver the best of an interactive agency, a user experience consultancy, a software development firm, and a marketing/analytics company.