Google Analytics - Beyond the Basics
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Presentation from the PAII Innkeeping Conference at Little Rock, AR in January 2012

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 Presentation Transcript

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