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Google Analytics Webinar:Understanding User Engagement      Converge Consulting            Rick Allen           Ann Oleson...
Rick Allen | Converge Consulting    About Us4
Rick Allen | Converge Consulting    What we’re talking about    •   Understanding Visitor Dimensions and Website        Be...
Understanding VisitorDimensions andWebsite Behavior
Rick Allen | Converge Consulting    Visitor loyalty    •   New vs. returning visitors    •   Frequency and recency7
Rick Allen | Converge Consulting    New vs. returning visitors8
Rick Allen | Converge Consulting    Visitor loyalty    •   New vs. returning visitors    •   Frequency and recency9
Rick Allen | Converge Consulting     Frequency and recency10
Rick Allen | Converge Consulting     Frequency and recency11
Rick Allen | Converge Consulting     Understand how people     navigate your website     •   Visit duration     •   Page d...
Rick Allen | Converge Consulting     Visit duration13
Rick Allen | Converge Consulting     Understand how people     navigate your website     •   Visit duration     •   Page d...
Rick Allen | Converge Consulting     Page depth15
Rick Allen | Converge Consulting     Mobile16
Rick Allen | Converge Consulting     Mobile17
Understanding TrafficSources & Campaigns
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting             Buckets of traffic                  Visitors who come directly to the    Direc...
Rick Allen | Converge Consulting             Buckets of traffic                  Visitors who come directly to the    Direc...
Rick Allen | Converge ConsultingAccessing direct and   referral traffic
Rick Allen | Converge ConsultingDirect traffic
Rick Allen | Converge ConsultingReferral traffic
Rick Allen | Converge Consulting  Accessing organicand paid search traffic
Rick Allen | Converge ConsultingOrganic search traffic
Rick Allen | Converge ConsultingPaid search traffic
Rick Allen | Converge ConsultingCampaigns
Rick Allen | Converge ConsultingCampaigns        [image]
Rick Allen | Converge ConsultingSEO report
Rick Allen | Converge ConsultingSEO report             [image]
Assessing WebContent
Rick Allen | Converge ConsultingContent reports
Rick Allen | Converge ConsultingAll pages            [image]
Rick Allen | Converge ConsultingNavigation             [image]
Rick Allen | Converge ConsultingLanding pages         [image]
Rick Allen | Converge ConsultingExit pages             [image]
Rick Allen | Converge ConsultingSite search
Rick Allen | Converge ConsultingSite search              [image]
Segmentation andCustom Reports
Rick Allen | Converge Consulting  Advancedsegmentation
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting     Default segments     •   All visits                •   Direct traffic     •   New vis...
Rick Allen | Converge Consulting     Advanced Segmentation (Custom)      •   Visits without conversions      •   Unengaged...
Rick Allen | Converge Consulting     Advanced Segmentation (Goals)      •   Visit duration      •   Pages / Visit      •  ...
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Rick Allen | Converge Consulting
Segment: Social Media Visits                                What content                                drives social     ...
Rick Allen | Converge ConsultingSegment: Inquiry Form Completion                               What is the                ...
Segment: Inquiry Form Completion                               What content                               engages and     ...
Rick Allen | Converge Consulting     Advanced Segments Benefits      •   May be applied to historical data      •   Are ava...
Rick Allen | Converge ConsultingCustom reports
Rick Allen | Converge ConsultingCustom reports interface
Rick Allen | Converge Consulting     Custom Reports     •   Visitor Analysis          •   Assess leads across all streams ...
Rick Allen | Converge ConsultingDay-on-day custom reports          [image]
Rick Allen | Converge ConsultingDay-on-day custom reports          [image]
Rick Allen | Converge ConsultingDay-on-day custom reports          [image]
Rick Allen | Converge ConsultingDay-on-day custom reports          [image]
Rick Allen | Converge Consulting     Visitor Acquisition62
Rick Allen | Converge Consulting     Visitor Acquisition: Actions     •   Optimize for top sources and mediums         dri...
Rick Allen | Converge ConsultingCustom reports interface (#2)
Rick Allen | Converge Consulting     Keyword analysis65
Rick Allen | Converge Consulting     Keywords: Actions     •   Identify high-performance keywords         •   Focus on lon...
Rick Allen | Converge Consulting     Keyword analysis67
Rick Allen | Converge Consulting     Keyword analysis68
Rick Allen | Converge Consulting     Keyword analysis69
Rick Allen | Converge Consulting     Keyword analysis70
Webinar 012413-1
Webinar 012413-1
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Webinar 012413-1

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Transcript of "Webinar 012413-1"

  1. 1. Google Analytics Webinar:Understanding User Engagement Converge Consulting Rick Allen Ann Oleson www.convergeconsulting.org
  2. 2. Rick Allen | Converge Consulting About Us4
  3. 3. Rick Allen | Converge Consulting What we’re talking about • Understanding Visitor Dimensions and Website Behavior • Understanding Traffic Sources and Campaigns • Assessing Web Content • Segmentation and Custom Reports5
  4. 4. Understanding VisitorDimensions andWebsite Behavior
  5. 5. Rick Allen | Converge Consulting Visitor loyalty • New vs. returning visitors • Frequency and recency7
  6. 6. Rick Allen | Converge Consulting New vs. returning visitors8
  7. 7. Rick Allen | Converge Consulting Visitor loyalty • New vs. returning visitors • Frequency and recency9
  8. 8. Rick Allen | Converge Consulting Frequency and recency10
  9. 9. Rick Allen | Converge Consulting Frequency and recency11
  10. 10. Rick Allen | Converge Consulting Understand how people navigate your website • Visit duration • Page depth12
  11. 11. Rick Allen | Converge Consulting Visit duration13
  12. 12. Rick Allen | Converge Consulting Understand how people navigate your website • Visit duration • Page depth14
  13. 13. Rick Allen | Converge Consulting Page depth15
  14. 14. Rick Allen | Converge Consulting Mobile16
  15. 15. Rick Allen | Converge Consulting Mobile17
  16. 16. Understanding TrafficSources & Campaigns
  17. 17. Rick Allen | Converge Consulting
  18. 18. Rick Allen | Converge Consulting Buckets of traffic Visitors who come directly to the Direct website using the domain name. By default, GA tracks 20+ differentSearch engines search engines. Links that appear on Referrals other websites.
  19. 19. Rick Allen | Converge Consulting Buckets of traffic Visitors who come directly to the Direct website using the domain name. By default, GA tracks 20+ differentSearch engines search engines. Links that appear on Referrals other websites. Campaigns Custom! You decide.
  20. 20. Rick Allen | Converge ConsultingAccessing direct and referral traffic
  21. 21. Rick Allen | Converge ConsultingDirect traffic
  22. 22. Rick Allen | Converge ConsultingReferral traffic
  23. 23. Rick Allen | Converge Consulting Accessing organicand paid search traffic
  24. 24. Rick Allen | Converge ConsultingOrganic search traffic
  25. 25. Rick Allen | Converge ConsultingPaid search traffic
  26. 26. Rick Allen | Converge ConsultingCampaigns
  27. 27. Rick Allen | Converge ConsultingCampaigns [image]
  28. 28. Rick Allen | Converge ConsultingSEO report
  29. 29. Rick Allen | Converge ConsultingSEO report [image]
  30. 30. Assessing WebContent
  31. 31. Rick Allen | Converge ConsultingContent reports
  32. 32. Rick Allen | Converge ConsultingAll pages [image]
  33. 33. Rick Allen | Converge ConsultingNavigation [image]
  34. 34. Rick Allen | Converge ConsultingLanding pages [image]
  35. 35. Rick Allen | Converge ConsultingExit pages [image]
  36. 36. Rick Allen | Converge ConsultingSite search
  37. 37. Rick Allen | Converge ConsultingSite search [image]
  38. 38. Segmentation andCustom Reports
  39. 39. Rick Allen | Converge Consulting Advancedsegmentation
  40. 40. Rick Allen | Converge Consulting
  41. 41. Rick Allen | Converge Consulting
  42. 42. Rick Allen | Converge Consulting Default segments • All visits • Direct traffic • New visitors • Referral traffic • Returning visitors • Visits with conversions • Paid search traffic • Visits with transactions • Non-paid search traffic • Mobile traffic • Search traffic • Non-bounce visits44
  43. 43. Rick Allen | Converge Consulting Advanced Segmentation (Custom) • Visits without conversions • Unengaged users • Social media visits • Non social media visits • Leads • Highly engaged users45
  44. 44. Rick Allen | Converge Consulting Advanced Segmentation (Goals) • Visit duration • Pages / Visit • YouTube pageviews • Twitter pageviews • LinkedIn pageviews • Facebook pageviews • Email admissions@mycollege.edu • Complete inquiry form46
  45. 45. Rick Allen | Converge Consulting
  46. 46. Rick Allen | Converge Consulting
  47. 47. Rick Allen | Converge Consulting
  48. 48. Rick Allen | Converge Consulting
  49. 49. Segment: Social Media Visits What content drives social traffic?51
  50. 50. Rick Allen | Converge ConsultingSegment: Inquiry Form Completion What is the top content for converting visitors?
  51. 51. Segment: Inquiry Form Completion What content engages and converts?53
  52. 52. Rick Allen | Converge Consulting Advanced Segments Benefits • May be applied to historical data • Are available across all accounts and profiles • Can be compared side-by-side in reports • Are easier to create than a filtered profile54
  53. 53. Rick Allen | Converge ConsultingCustom reports
  54. 54. Rick Allen | Converge ConsultingCustom reports interface
  55. 55. Rick Allen | Converge Consulting Custom Reports • Visitor Analysis • Assess leads across all streams of traffic • Keyword Analysis • Assess search terms that drive relevant traffic57
  56. 56. Rick Allen | Converge ConsultingDay-on-day custom reports [image]
  57. 57. Rick Allen | Converge ConsultingDay-on-day custom reports [image]
  58. 58. Rick Allen | Converge ConsultingDay-on-day custom reports [image]
  59. 59. Rick Allen | Converge ConsultingDay-on-day custom reports [image]
  60. 60. Rick Allen | Converge Consulting Visitor Acquisition62
  61. 61. Rick Allen | Converge Consulting Visitor Acquisition: Actions • Optimize for top sources and mediums driving inquiries • Evaluate key sources and mediums with low inquiry form conversions63
  62. 62. Rick Allen | Converge ConsultingCustom reports interface (#2)
  63. 63. Rick Allen | Converge Consulting Keyword analysis65
  64. 64. Rick Allen | Converge Consulting Keywords: Actions • Identify high-performance keywords • Focus on long-tail, non-brand keywords • Evaluate bounce rate, time on site, and goal completion based on targets to assess visitor and content relevance • Drill-down to assess keywords by source and medium66
  65. 65. Rick Allen | Converge Consulting Keyword analysis67
  66. 66. Rick Allen | Converge Consulting Keyword analysis68
  67. 67. Rick Allen | Converge Consulting Keyword analysis69
  68. 68. Rick Allen | Converge Consulting Keyword analysis70
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