Google Analytics Beyond the Basics Scott Thomas – AboutTheInn.com
Overview <ul><li>What are the objectives of the site?
How do we know if we're meeting our objectives? </li></ul>
What is the objective  of our website? How do we measure  success? What events show  if we're  reaching our objective?
What are the objectives of the site? <ul><li>Create awareness
Get bookings
Build loyal site visitors
Sell mail order items
Provide tourist information </li></ul>Why?
How will we know we've accomplished the objectives? <ul><li>Create awareness
Get bookings
Build loyal site visitors
Sell mail order items
Provide tourist information </li></ul><ul>–  branded search? </ul><ul>–  online bookings? </ul><ul>–  new vs returning? </...
What are secondary goals? <ul><li>Newsletter signup
Follow us on social media
Event inquiries </li></ul>
How will we measure the results? <ul><li>Think about </li><ul><li>A cquisition (the campaign/source that brought them to o...
B ehavior (what they did on our site)
C onclusions (did they ultimately do anything of value to us?) </li></ul></ul>
What are the Key Performance Indicators (KPIs) <ul><li>What event on the website will give information about the objective...
Organic
Direct
Referral </li></ul></ul></ul>
KPIs (continued) <ul><li>Creating awareness? </li><ul><li>Branded traffic </li></ul><li>Visitor loyalty? </li><ul><li>Incr...
KPIs (continued) <ul><li>Sales? </li><ul><li>Source </li></ul><li>Tourist info? </li><ul><li>Video watched
Files downloaded
Specific pages viewed </li></ul></ul>
What are the targets? <ul><li>Example: We want to beef up our tourist info </li><ul><li>KPI: Videos watched </li><ul><li>H...
What should our target be? </li><ul><li>Pick a target that seems reasonable
Adjust it if necessary </li></ul><li>Let's assume we average 5 views per month </li><ul><li>After we beef up these pages, ...
How will we measure the results? <ul><li>We'll measure groups of people by </li><ul><li>Acquisition </li><ul><li>Geography
Referral source </li></ul><li>Behavior </li><ul><li>Pages they visit
Time on site </li></ul><li>Conclusions </li><ul><li>Visitors watching video  </li></ul></ul></ul>
Let's Look at Another Example <ul><li>Evaluating B&B Directories
We are measuring booking sources – yes?
What will we examine? </li><ul><li>Traffic volume
Geography
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Google Analytics - Beyond the Basics

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Presentation from the PAII Innkeeping Conference at Little Rock, AR in January 2012

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  • Demo Branded Keywords segment and Non-Branded Keyword Segment
  • Google Analytics - Beyond the Basics

    1. 1. Google Analytics Beyond the Basics Scott Thomas – AboutTheInn.com
    2. 2. Overview <ul><li>What are the objectives of the site?
    3. 3. How do we know if we're meeting our objectives? </li></ul>
    4. 4. What is the objective of our website? How do we measure success? What events show if we're reaching our objective?
    5. 5. What are the objectives of the site? <ul><li>Create awareness
    6. 6. Get bookings
    7. 7. Build loyal site visitors
    8. 8. Sell mail order items
    9. 9. Provide tourist information </li></ul>Why?
    10. 10. How will we know we've accomplished the objectives? <ul><li>Create awareness
    11. 11. Get bookings
    12. 12. Build loyal site visitors
    13. 13. Sell mail order items
    14. 14. Provide tourist information </li></ul><ul>– branded search? </ul><ul>– online bookings? </ul><ul>– new vs returning? </ul><ul>– online sales? </ul><ul>– views, downloads, etc.? </ul>
    15. 15. What are secondary goals? <ul><li>Newsletter signup
    16. 16. Follow us on social media
    17. 17. Event inquiries </li></ul>
    18. 18. How will we measure the results? <ul><li>Think about </li><ul><li>A cquisition (the campaign/source that brought them to our site)
    19. 19. B ehavior (what they did on our site)
    20. 20. C onclusions (did they ultimately do anything of value to us?) </li></ul></ul>
    21. 21. What are the Key Performance Indicators (KPIs) <ul><li>What event on the website will give information about the objective (here, bookings)? </li><ul><li>Source </li><ul><li>Paid
    22. 22. Organic
    23. 23. Direct
    24. 24. Referral </li></ul></ul></ul>
    25. 25. KPIs (continued) <ul><li>Creating awareness? </li><ul><li>Branded traffic </li></ul><li>Visitor loyalty? </li><ul><li>Increased repeat visits </li></ul></ul>
    26. 26. KPIs (continued) <ul><li>Sales? </li><ul><li>Source </li></ul><li>Tourist info? </li><ul><li>Video watched
    27. 27. Files downloaded
    28. 28. Specific pages viewed </li></ul></ul>
    29. 29. What are the targets? <ul><li>Example: We want to beef up our tourist info </li><ul><li>KPI: Videos watched </li><ul><li>How many do we get now?
    30. 30. What should our target be? </li><ul><li>Pick a target that seems reasonable
    31. 31. Adjust it if necessary </li></ul><li>Let's assume we average 5 views per month </li><ul><li>After we beef up these pages, maybe we want to average 15 downloads per month </li></ul></ul></ul></ul>
    32. 32. How will we measure the results? <ul><li>We'll measure groups of people by </li><ul><li>Acquisition </li><ul><li>Geography
    33. 33. Referral source </li></ul><li>Behavior </li><ul><li>Pages they visit
    34. 34. Time on site </li></ul><li>Conclusions </li><ul><li>Visitors watching video </li></ul></ul></ul>
    35. 35. Let's Look at Another Example <ul><li>Evaluating B&B Directories
    36. 36. We are measuring booking sources – yes?
    37. 37. What will we examine? </li><ul><li>Traffic volume
    38. 38. Geography
    39. 39. Time on site </li></ul></ul>
    40. 40. Segments and Goals <ul><li>We need a B&B Directory segment
    41. 41. Possibly a Social Media Segment and a Review Sites Segment as well
    42. 42. We need a booking goal </li><ul><li>Possibly an Engagement goal, too </li></ul></ul>
    43. 43. Creating Segments
    44. 44. Creating Segments
    45. 45. Creating Segments
    46. 46. Creating Segments Repeat for Social Media and Reviews
    47. 47. Create an Engagement Goal Click the Settings icon Select the Goals tab under the profile for your web site
    48. 48. Create an Engagement Goal Click the Settings icon Add a new Goal (here it is Goal 6 – the first Goal in Goal Set 2) Name it “Engagement”, set the type as Pages/Visit, and define the Pages Visited as Greater than 3. Save the Goal Repeat for “Booking” Goal Select the Goals tab under the profile for your web site
    49. 49. Let's see how our B&B Directories Fare <ul><li>Acquisition (All Traffic Report) </li><ul><li>B&B Directories Segment
    50. 50. Social Media Segment
    51. 51. Referrals Segment (for comparison)
    52. 52. Include Booking Goal Completions </li></ul></ul>
    53. 53. Acquisition by Segment
    54. 54. Acquisition by Segment
    55. 55. Acquisition by Segment (B&B Directory segment only)
    56. 56. Let's see how our B&B Directories Fare <ul><li>Behavior </li><ul><li>With Engagement goal
    57. 57. Landing Page behavior
    58. 58. Purchasing behavior </li></ul></ul>
    59. 59. Engagement Behavior by Segment B&B Directories and Review Site visitors are more engaged than Social Media or “All Visits” (more time on site, more visit at least 3 pages)
    60. 60. Bounce Behavior by Segment B&B Directories and Review Site visitors Have a lower bounce rate than Social Media or “All Visits”
    61. 61. Select Goal Set 1 Conversion Behavior by Segment B&B Directories and Review Site visitors Have a higher rate of booking conversion than Social Media or “All Visits”
    62. 62. Let's see how our B&B Directories Fare <ul><li>Conclusions (Outcomes) </li><ul><li>Goal completions
    63. 63. Ecommerce results
    64. 64. Newsletter signups
    65. 65. Other valuable activities? </li></ul></ul>
    66. 66. Goals, Ecommerce, etc. <ul><li>We looked at Goals in the previous example, so we'll just look here at Ecommerce </li></ul>
    67. 67. Source Effectiveness Report <ul><li>Create a custom report showing </li><ul><li>Source
    68. 68. Pages and Pages/Visit
    69. 69. Engagement
    70. 70. Bounce Rate
    71. 71. Bookings </li></ul></ul>
    72. 72. Source Effectiveness Report
    73. 73. Source Effectiveness Report
    74. 74. Source Effectiveness Report
    75. 75. Get the Report <ul><li>Download the Source Efficiency Analysis report Remember that you will need to create </li><ul><li>Goal 1 for Booking completion and Goal 6 for Engagement
    76. 76. And you probably will want to create segments for B&B Directories, Review Sites, and Social Media </li></ul><li>http://goo.gl/Cx0VG </li></ul>
    77. 77. Summary <ul><li>Define the purpose(s) of the site
    78. 78. Determine how success is to be measured
    79. 79. Identify data which will show success
    80. 80. Build goals, segments and custom reports to show progress across </li><ul><li>Acquisition
    81. 81. Behavior
    82. 82. Conclusions </li></ul></ul>
    83. 83. Don't Forget ... <ul><li>Compare all ( A cquisition, B ehavior, C onclusion) changes </li><ul><li>Over time
    84. 84. Against last month
    85. 85. Against last year </li></ul></ul>
    86. 86. Thank you! Scott Thomas www.AboutTheInn.com [email_address]
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