Acquisition Analytics for SaaS (Segment.com and Amplitude) | Part 2

After a brief overview of the SaaS Analytics stacks, let’s proceed to the first step of the SaaS process, the Acquisition. Here is where measuring the Sources and Signup of the prospect and later customer. Ruben is going to show you Segment.com, Google Analytics, and Amplitude.

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The SaaS Analytics Stack with (feat. Ruben Ugarte) | Part 1 https://www.youtube.com/watch?v=t8zAPTNlJMg

Segment: https://segment.com/

Amplitude Analytics: https://amplitude.com/

SaaS Analytics Stack Playlist https://www.youtube.com/watch?v=t8zAPTNlJMg&list=PLgr_8Hk8l4ZGDnOOa0biP1N7buN9BBts2

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Hi there, and welcome to our second video in the series. Now, the first video was really just an introduction video and give you a sense of what we’re going to be talking about. In this video, we’re going to dive straight into acquisition, the very first step in our data flow chart from before. Really what we’re talking about the first two rows, so marketing website visits and then the signup step. And sign up, it’s really likely the first major step that we will be looking at here, the very first major action they user has taken as they create an account, they provide an email this our trial where a sign that might be for your product.

So let’s start by looking at the very first step marketing website visit. And this is just a user coming to your website and viewing a page on your website. So it might be like a landing page, or a blog, or a pricing page, or something else.

At this stage, we want to track a regular page view event. And this just fires every time a user loads a page, any page on your website.

Alongside that event, we want to track things like the geographic data, like the city of region, maybe some demographic data, which you may have seen Google Analytics, things like age ranges, gender and things like that. At the user level, we want to track things like UTM parameters. And this is what we use to track marketing campaigns. So if a user come from a Facebook ad, or organic search, or display

ad, or retargeting this how we’re going to store that information. So we’re able to have a sense of things like what was the last touch users had before they signed up, or what was the first touch, or if you’re a more higher level, or you have higher volume of traffic, you might be looking at multi-channel attribution. So how different channels play a different role in the conversion.

And same thing, geographic and demographic. Now, you’re going to see sometimes that data between the event data, which are actions, and then the user data might overlap like we see here, track data at the right section, but we’re still going to track it. At sometimes this will function different roles. And it’s just regular good practice to even if it feels like it’s it’s duplicating the functionality that you might already have.

Now different tools. The very first tool we’re going to look at here is segment.com and segment is really at the abstraction tool. The most common use case for segment is imagined that you have a multiple tools on your website. So you have analytics, you have the facebook pixel, you have intercom, and you have amplitude, which we’re going to talk later on. So those are five different tools. So it’s five different snippets that are being loaded. And they will really could use the same amount of data, right. So if you have event data you want to track, you can really send it to all them, you know, Facebook will use it for conversions. Same with intercom, same Google Analytics, and so on.

So stuff manually implemented every single tool and every single event data over and over again. So doing it for Google Analytics, and then Facebook, and then intercom, and then amplitude, and then Google.

You can do it once for segment.com and it’ll translate it for you, right. So they’ll they’ll take the day you send them, and they’ll translate in the back end for Google Analytics for Facebook, and so on. So it gives you a little bit of obstruction, as we like to say.

And it also helps you change tools, right. Let’s say, eventually, you want, you don’t want to use intercom anymore, you want to move from that to custom audio, for example. Now, instead of having to rewrite all your calls from scratch, the stuff that you wrote, now, you can just simply enable or disable each of those tools in the in the segment back end. And the data will just keep flowing naturally because again, you didn’t write any specific codes for intercom, you wrote code for segment. Now, let me show you a little bit about how that works here.

So we’re in here for the segment back end. And all this data mobile show is from a client, they have a marketplace for employers and candidates, things like Monster.com, or a job posting site, really. So they have we’re looking at their data. So let’s actually go back one step.

So segment, you wanna think about two concepts, or think about things from a two concepts. You have sources, what day is coming from. So it could be a website, an app, maybe some kind of software, like Facebook, maybe you want to pull cost data from Facebook, or campaign data. And we have this niches where you want to send the data to right, you want to send to Google Analytics, you want to submit to amplitude, mixpanel, or 250 plus options that can be listed here. So in this case, we have a JavaScript library. So it means we’re doing something on the website.

And we have five destinations. So if you click into the the JavaScript, here we can see all the data is flowing through segment, right, if you go to a debugger, we can see data in real time. So here’s an event, we have the event name, which calls for candidates, and then we have all this event properties are flowing through, right. We can also enable, for example, this is a regular page view. And here we have an event which could load the page, we have information about the the URL of the page, the employer, the page name, and so on. So this data is flowing through, right, because you build the schema. So we see all the events that have actually formed through overtime, and just some other, you know, data purpose events, when it is when last seen the candidate, and so on.

And then let’s go back here, all the data is flowing to destination. So every destination has specific settings. So if you have been Google Analytics, for example, you’ll see, you know, you have an option to the tracking ID or the mobile tracking ID or server tracking ID. And then you have basically every possible setting, you might want to enable that you might have the option of doing it, if you were manually implementing Google Analytics. You get option here inside segment, right. So you can do custom dimensions, you can do custom metrics, you can do enhance eCommerce, you can do user ID, you can do custom sample rates, pretty much every possible option can be done here, right. So you don’t have to manually edit the Google Analytics code, you can just enable or disable something and say, you know, you might use a sample rate, this will typically done behind the code level, maybe just simply enter the number one here and change it. And that’s, that’s the power of it. And then we’re going, of course, add destinations with your route destinations. And that’s and the data will still flow through into any destination cause segment will convert it for you, right.

So that’s really the power of segment. So it’s quite handy. Now, there’s no charts here, there’s no visualization, there’s nothing, there’s an analysis and segment, it’s just a pipeline. Data is just flowing through.

And we’re going to do all our analysis inside this specific tools, right.

So if we jump into Google Analytics, we’re going to see the data forms of segment into Google Analytics from the website. And we’ll see typical things you might expect here, right, we still have the acquisition reports, we can see user data, new user, session rate, pages per session, all the typical stuff you might expect, right. So that’s, that’s the first stage. So we have two tools we have segment and we have Google Analytics. And now we can analyze all the marketing web services. The second stage we will look at is the sign up, it’s just a bit special because it’s really that transition period between acquisition and onboarding, which we’ll talk in the next video.

The signup stage, the in here, we want to have a signup event. So this would be like a signup completed, or something else. And typically will track things like name and email, maybe during the trial, like a 14 day trial, 30 day trial, maybe they don’t have a trial, they actually bought a plan ahead of time, right. So if they were forced to enter a credit card, so that could be store here. In the user level of the user attributes, we have things like name and email, trial status when this was created. And then we have a special thing called user ID. And this is really the ID of the user that we want to track. So at this point, users are not anonymous like they were in the previous stage. Now, we can actually know who they are, right? So it’s John Smith, and their ID is 1234 now we know that so now we can actually store that.

Another user ID, you know, there should be a you want to use a permanent ID so typically look like a database, it is pretty good. Emails work is technically an ID, but he was can change. So then as permanent as something like a database ID. So your development team can help you here.

Then, in terms of tools, we still have segment with Google Analytics, you know, Google Analytics can get that sign up event. So for example, once we have to sign up event, we can have a goal. So we look at, you know, registration, and then we can see the different conversion here for different channels against that specific goal. So this is that event flowing into Google Analytics. And then we can also flow into a new tool. And this case will be flowing to amplitude and amplitudes is a category of tool called behavioral analytics tools.

And this just helps me analyze what’s happening in your product. So questions like onboarding performance, retention, feature adoption, these are all things that this category of tools can offer can offer here you have amplitude, you have mixpanel, and a 20 plus options that we could probably come up with, and that are supported by segment. So you do have quite a bit.

For examples we’re going to use, we can use amplitude and we’re going to show you one report here. So when great charts ministry, the segmentation see, we have quite a few things here. And a segmentation is the is a classic, typical report.

So we’ll take that same supplement that’s fine to Google Analytics. And now we can see the progress over time. So we see that, you know, on the number 13, we had 57 users sign up for our product. And we can then view more than stacks, right? We might want to see the user path for example, where are some of the other events that users took after the sign up so maybe they onboarded, maybe didn’t onboard, maybe they ended session, how many you know how many then abort some of the for a future video, maybe user streams. So we can actually go look at specific user IDs, right.

So now it’s just like an anonymous users. Now we can actually see them by name and you know, by name and email, we can go see John Smith is the exactly what John Smith did or didn’t do after they sign up for the product, right. So we have a lot of different options, we can we can filter those we can group this by city, by region.

We may only want to look at specific marketing sources, right. So specific UTM parameters so this all here as we start to create charts and analyze it. And this is a more of a visual what’s going on chart we can create funnels and a few other things. But the important thing is the data is still flowing to segment so we still flowing through everything from segment and most of the stuff here will actually be client side too.

As it will be tracked through a JavaScript library like you saw in the example for a second before. And that’s really it. That’s the very first two stages, the marketing website visit and the signup stage at the acquisition level in the three tools that you have in your stack up to this stage.

In the next video we’ll look up onboarding. Some of the reports you might see there and some of the events that might be relevant there. Stay tuned for that.

Hey, Julian here from Measureschool.If you want to follow along with the next video in this series, then we have it linked up right over there. And if you want to learn more about the data-driven way of digital marketing then definitely subscribe to our channel right over there. Now, my name is Julian. See you on the next one.

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