Introduction to Google Analytics by Katherine Mancuso


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Katherine Mancuso from Tech Liminal provides an introduction to Google Analytics for the East Bay WordPress Meetup in April 2014: why you need Analytics, how to install the tracking code, what sessions are, how to set up goals and events.

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Introduction to Google Analytics by Katherine Mancuso

  1. 1. Katherine Mancuso, Technology Coach Google Analytics 1
  2. 2. Content © 2014, Tech Liminal TECH LIMINAL 2 Technology Coaching Coworking Workshops & Classes
  3. 3. Content © 2014, Tech Liminal Overview • What are the things that Google Analytics can do for me? • How do I hook up Google Analytics to my WordPress site? • Basic metrics that are helpful for everyone. • Introduction to SEO. • Introduction to identifying key metrics & goals for your business. 3
  4. 4. Content © 2014, Tech Pageviews Clicks Hits ! Remember this? Web analytics used to be . . . 4
  5. 5. Content © 2014, Tech ! (1) the analysis of qualitative and quantitative data from your website and the competition, (2) to drive a continual improvement of the online experience that your customers, and potential customers have, (3) which translates into your desired outcomes (online and offline). ! -Avinash Kaushik, Web Analytics in 1 Hour a Day What is web analytics today? 5
  6. 6. Content © 2014, Tech Strategic & Tactical - Not just Quantitative Incorporating Business Goals Focusing on Customer Experience Today’s Web Analytics is . . . 6
  7. 7. Content © 2014, Tech Liminal What do I use analytics for? • Getting data to understand customer experience on your website • Testing different versions of your site & figuring out what works. • Understanding where your traffic comes from. • Improving your rank in search engines (SEO) • Understanding how well your online marketing efforts are working. 7
  8. 8. Hooking Up Google Analytics 8
  9. 9. Content © 2014, Tech Liminal Hooking up Google Analytics • Sign up for an account at • Add tracking code to every page. • Hook up your Google Webmaster Tools account to get access to SEO data. • If you haven’t configured Webmaster Tools, this requires uploading an HTML file to your domain or adding a code snippet to your header. 9
  10. 10. Content © 2014, Tech Liminal Using Google Analytics with WordPress • This will vary by theme - lots of themes have a place to put the tracking code. • If your theme doesn’t, or you can’t find it, you can use Yoast’s Google Analytics Plugin. https:// • If you feel uncomfortable, we can hook up your Google Analytics in a quick hour of coaching - see us after class to book an appointment. 10
  11. 11. Content © 2014, Tech Liminal Universal Analytics vs Classic Analytics • In plain terms, this is Google’s new analytics; it uses a slightly different tracking code than Google Analytics used to use. • More features: demographic data, real-time analytics, intelligence alerts. • You will be required to use it eventually, so you might as well start. 11
  12. 12. Basic Metrics in the Dashboard 12
  13. 13. Content © 2014, Tech Liminal Audience - Who are your visitors? • Demographics (Age/Gender) • Interests (Only with Universal Analytics) • Language/Location • Technology (browser, device, etc) 13
  14. 14. Content © 2014, Tech Liminal Where do visitors come from? Traffic. • Keywords • Direct Traffic • Referring Sites • Search Engine Optimization 14
  15. 15. Content © 2014, Tech Liminal Where do your visitors go? Traffic Paths • Exit and Entrance Pages • Navigation Paths • Top Content • Behavior • Bounce rate (and why a high bounce rate is only sometimes a problem) 15
  16. 16. How do we make this data useful? 16
  17. 17. Content © 2014, Tech Liminal Business Objectives • These are high level things that your business needs to accomplish. • “sell more stuff” • “get more donations” • “build awareness of my business” • “get people to visit my business” 17
  18. 18. Content © 2014, Tech Liminal Goals • Goals are specific strategies that support your business objectives. • In the case of web analytics, they focus on specific actions a user can accomplish on your site. • “sell more stuff” -------> “get a user to buy an item” or “get a user to put an item in their shopping cart.” • “build awareness of my business” ------> “user reads about page” or “user signs up for newsletter” • “get people to visit my business” ------> “people view a coupon I put on my site” and “people come in and use that coupon” 18
  19. 19. Marketing Campaign Example 19
  20. 20. Content © 2014, Tech Liminal Tech Liminal’s Business Objective & Goal 20 • Objectives: “sell more services” “raise awareness of our services” • Goals: • “get people to click through to our website” • “get people to come into the store” • “get people to purchase coworking” • “get people to purchase coworking in person” • How we are doing it: Placing a Facebook ad targeting folks in Oakland who have “liked” various pages related to small business services.
  21. 21. Content © 2014, Tech Liminal How to reach the goals Today, we’ll talk about ad design, set up a Facebook ad, and set up the goal of viewing the page. In advanced analytics class next month, we’ll configure event tracking, which requires a little more access to the code of your site, and walk through the goal to actually measure which people BOUGHT coworking from our ad. 21
  22. 22. Content © 2014, Tech Liminal Conclusions • What did you learn today? • What are you going to do as a result of what you learned? • What’s one topic we covered that you’d like to know more about? 22
  23. 23. Content © 2014, Tech Liminal Upcoming Workshops • Social Media Support Group - Katherine - Friday March 14th, 2:30-4 - Happy-Hour/ • WordPress & SEO with Yoast - Anca - Thursday March 13th 6-7:30 & Friday April 11th 10:30-12 - https://wp- • Advanced Google Analytics: Goals & Event Tracking - Katherine - Thursday, March 27th & Friday March 28th - ! 23
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