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Google Analtyics - Everyone Says I Love You - Avery Cohen - Metrist Partners -CMS Expo 2012
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Google Analtyics - Everyone Says I Love You - Avery Cohen - Metrist Partners -CMS Expo 2012

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Google Analytics can make a great web site even better! Learn how to set goals and measure the effects of SEO success. Google Analytics shows how many ways your customers love you. Includes tips and …

Google Analytics can make a great web site even better! Learn how to set goals and measure the effects of SEO success. Google Analytics shows how many ways your customers love you. Includes tips and tricks of how to best use Google Analytics to help you in your web-based-marketing efforts. This session recaps the basics of Search Engine Optimization, then takes a step forward into measuring the effectiveness of your online marketing campaigns with Google Analytics. CMS Expo said: "This is a must-attend session for web marketers!"

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Transcript

  • 1. Google Analytics:Everyone says “I love you” Avery Cohen Metrist Partners
  • 2. Is Your website a slacker?
  • 3. Why Google Analytics?Google Analytics will enable you toset online marketing goals,so you can createnew initiatives andmeasure results,providing stakeholderswith actionable insightsinto your customers needs.
  • 4. Setting Goals Goals Jan Feb Mar Revenue Profit % from web Number ofTransactions Avg Transaction Value % Transactions over $100 New Customers Returning Customers Email List Size New Email Registrations
  • 5. Business Goals
  • 6. Your Customers’ Goals
  • 7. Goals in Google Analytics
  • 8. Create Goals in Google Analytics
  • 9. Create Goals in Google Analytics
  • 10. Is your marketing working? • Is SEO relevant? • Is PR found? • Is Advertising actionable? • Are Emails selling? • Is Social Media effective?
  • 11. How are people finding the site?
  • 12. Goal flow report• See Sources of Converting Visits
  • 13. Multi-channel conversions• See how media work together
  • 14. Direct traffic
  • 15. Referring websites
  • 16. Search visits
  • 17. Filtering search visits
  • 18. Campaign traffic
  • 19. Campaign traffic
  • 20. Campaign URL tagginghttp://www.timelinetheatre.com/not_enough_air/index.htm?utm_source=Pre-opening&utm_medium=email&utm_campaign=Not%2BEnough%2BAir Google Analytics URL Builder Campaign Name Utm_campaign Season Tickets Medium Utm_medium Email Source Utm_source Newsletter Term Utm_term Content Utm_content Footer http://www.yoursite.com/page ?utm_source=Newsletter &utm_medium=email &utm_campaign=ShowName
  • 21. Is your content working?
  • 22. Landing pages
  • 23. Page Navigation
  • 24. Content Drilldown
  • 25. Evaluating Outcomes
  • 26. Segmented reports
  • 27. Optimize your websiteFocus on conversions – Views more than one page – Reaches specific “value-add” content – Opts in for email – Fills out a “contact” form – Makes a phone call – Makes a purchaseSegment and test
  • 28. Advanced implementation• Tracking Offsite Links• Tracking PDF Downloads• Excluding Certain UsersYour CMS will handle much of this
  • 29. Track Javascript Actions• Use Javascript to – Track User Interactions with ajax features – Track offsite form submit • Email signupMay require custom code
  • 30. Account Profiles• Filter “internal” users• Consolidate and separate multiple domains or sub-domains• Rewrite variations of URLs
  • 31. Event trackingEvent Components – Category – Action – Label<a href=“http://target_URL"onclick="_gaq.push([_trackEvent,WatchVideo, ‘Madness2011, game-1]);>
  • 32. Offsite formsForm Submit<Form id=“EmailSignUp"onSubmit="_gaq.push([_trackPageview,‘Email_SignUp]);Window.open(…);”action=“…” method=“post”>
  • 33. Why Google Analytics?Set online marketing goals,so you can createnew initiatives andmeasure results,providing stakeholderswith actionable insightsinto your customers needs.
  • 34. Thank you.Avery CohenMetrist PartnersChicago, Illinois USA312-772-5945 | avery@metrist.com