Intro to GA

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Intro to GA

  1. 1. Introduction to GoogleAnalytics
  2. 2. What Is Analytics? Definition Analytics is the discovery and communication of meaningfulpatterns in data Web analytics is the measurement, collection, analysis andreporting of internet data for purposes of understanding andoptimizing web usageSource: Wikipedia
  3. 3. Types of Analytics Onsite Visitors # of Pages Viewed Time on Site Popular Content Common Exit Pages Actions Completed Offsite Potential customer pool (search opportunity) Share of Voice (visibility) Commentary (reviews, social engagement)
  4. 4. Google Analytics 101 Terminology Proper Set-up Top 5 Reports Turning Findings into Actions Recent Additions
  5. 5. Analytics Lingo Tracking Code JavaScript placed on each page of your site Tracking URL Web Address of the page on your site you want to directvisitors to + relevant marketing info Campaign Marketing initiative; Email Blast; Paid Search Ads
  6. 6. Google Analytics Setup Free account www.google.com/analytics Link to AdWords Adwords.Google.com Webmaster Tools Integration www.google.com/webmasters/tools Define Goals and Conversion FunnelsUSE THESAMELOGINACROSSALLGOOGLEPRODUCTS
  7. 7. Analytics Tracking – Tag Everything! What Pay-Per-Click (CPC) Email Social Buttons, Posts Display How AdWords Auto-Tagging Tracking URL Generator SEARCH: Google Analytics Tracking URL Builder http://support.google.com/analytics/answer/1033867?hl=en
  8. 8. AdWords Auto-Tagging Login to AdWords My Account > Preferences Edit, Check Destination URL Auto-Tagging Save Changes
  9. 9. AdWords Auto-Tagging
  10. 10. Reviewing Your Data – Report #1
  11. 11. Report #1 – Audience Overview Derive Meaning Compare Month1 vs. Month2 Have visits increased? Decreased? Remained flat? Major shifts in bounce rate or new visitors? Take Action Are you aware of any recent changes in: Marketing activities PR coverage Offline events Move onto Traffic Sources to determine cause of increase ordecrease in visits
  12. 12. Report #2 – Traffic Sources What sites are delivering visitors to your website? Traffic Source Types Direct to Site Organic Search Paid Search Referral Filter by Traffic Source type for consolidated data Referral sources include Social Media, PR & Blogs
  13. 13. Reviewing Your Data – Report #2
  14. 14. Reviewing Your Data – Report #3
  15. 15. Report #3 – Popular Site Content Derive Meaning What pages of your site are visitors drawn to? What pages do people visit, then immediately leave your site? Take Action Popular Content Create more content of a similar nature Send relevant paid search traffic here High Bounce Rate Revise the text on the page Misleading keywords? Try a new layout
  16. 16. Reviewing Your Data – Report #4
  17. 17. Report #4 – Visitor Information Derive Meaning Where are most of your visitors located? Do they fall within your area of service? Take Action Increase advertising or sales activity in low volume/highresponse areas Review paid search targeting settings if traffic is comingfrom outside of your service area Remove any geographic references to areas you do not servethat are mentioned on the website
  18. 18. Report #5 – Goal Conversions Online Purchase ecommerce transaction Micro-Conversion Visits to Contact Us Contact Actions Form Submission Newsletter Sign-up• Downloads▫ White Paper▫ Brochure• Site Engagement▫ Pages per visits▫ Time on site• Social Engagement▫ Blog comment
  19. 19. Reviewing Your Data – Report #5
  20. 20. Reviewing Your Data – Report #5
  21. 21. Report #5 – Goal Conversions Derive Meaning What action(s) do you want people to take? Define GA Goal for that page URL Take Action Are your marketing efforts generating the desired action(s)? Which efforts are performing best? Do under-performing campaigns have a clear call to action?
  22. 22. Key Takeaways Proper Setup Ensures Maximum Data Collection Don’t Get Lost in the Details > Focus on ActionableInformation Recommended Reports Audience Overview Traffic Sources Popular Site Content Visitor Information – Geographic Location Goals/Conversion Performance

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