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Katherine Mancuso, Technology Coach
katherine@techliminal.com
Google Analytics
1
www.techliminal.com Content © 2014, Tech Liminal
TECH
LIMINAL
2
Technology Coaching
Coworking
Workshops & Classes
www.techliminal.com 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
Content © 2014, Tech Liminalwww.techliminal.com
Pageviews
Clicks
Hits
!
Remember this?
Web analytics used to be . . .
4
Content © 2014, Tech Liminalwww.techliminal.com
!
(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
Content © 2014, Tech Liminalwww.techliminal.com
Strategic & Tactical - Not just Quantitative
Incorporating Business Goals
Focusing on Customer Experience
Today’s Web Analytics is . . .
6
www.techliminal.com 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
Hooking Up Google
Analytics
8
www.techliminal.com Content © 2014, Tech Liminal
Hooking up Google Analytics
• Sign up for an account at analytics.google.com
• 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
www.techliminal.com 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://
yoast.com/wordpress/plugins/google-analytics/
• 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
www.techliminal.com 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
Basic Metrics in the
Dashboard
12
www.techliminal.com Content © 2014, Tech Liminal
Audience - Who are your visitors?
• Demographics (Age/Gender)
• Interests (Only with Universal Analytics)
• Language/Location
• Technology (browser, device, etc)
13
www.techliminal.com Content © 2014, Tech Liminal
Where do visitors come from? Traffic.
• Keywords
• Direct Traffic
• Referring Sites
• Search Engine Optimization
14
www.techliminal.com 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
How do we make this data
useful?
16
www.techliminal.com 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
www.techliminal.com 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
Marketing Campaign
Example
19
www.techliminal.com 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.
www.techliminal.com 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
www.techliminal.com 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
www.techliminal.com Content © 2014, Tech Liminal
Upcoming Workshops
• Social Media Support Group - Katherine - Friday March
14th, 2:30-4 - http://www.meetup.com/Social-Media-
Happy-Hour/
• WordPress & SEO with Yoast - Anca - Thursday March
13th 6-7:30 & Friday April 11th 10:30-12 - https://wp-
seo-with-yoast.eventbrite.com
• Advanced Google Analytics: Goals & Event Tracking -
Katherine - Thursday, March 27th & Friday March 28th -
http://analyticsgoalsetting.eventbrite.com
!
23

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Introduction to Google Analytics by Katherine Mancuso

  • 1. Katherine Mancuso, Technology Coach katherine@techliminal.com Google Analytics 1
  • 2. www.techliminal.com Content © 2014, Tech Liminal TECH LIMINAL 2 Technology Coaching Coworking Workshops & Classes
  • 3. www.techliminal.com 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. Content © 2014, Tech Liminalwww.techliminal.com Pageviews Clicks Hits ! Remember this? Web analytics used to be . . . 4
  • 5. Content © 2014, Tech Liminalwww.techliminal.com ! (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. Content © 2014, Tech Liminalwww.techliminal.com Strategic & Tactical - Not just Quantitative Incorporating Business Goals Focusing on Customer Experience Today’s Web Analytics is . . . 6
  • 7. www.techliminal.com 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
  • 9. www.techliminal.com Content © 2014, Tech Liminal Hooking up Google Analytics • Sign up for an account at analytics.google.com • 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. www.techliminal.com 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:// yoast.com/wordpress/plugins/google-analytics/ • 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. www.techliminal.com 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. Basic Metrics in the Dashboard 12
  • 13. www.techliminal.com 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. www.techliminal.com Content © 2014, Tech Liminal Where do visitors come from? Traffic. • Keywords • Direct Traffic • Referring Sites • Search Engine Optimization 14
  • 15. www.techliminal.com 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. How do we make this data useful? 16
  • 17. www.techliminal.com 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. www.techliminal.com 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
  • 20. www.techliminal.com 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. www.techliminal.com 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. www.techliminal.com 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. www.techliminal.com Content © 2014, Tech Liminal Upcoming Workshops • Social Media Support Group - Katherine - Friday March 14th, 2:30-4 - http://www.meetup.com/Social-Media- Happy-Hour/ • WordPress & SEO with Yoast - Anca - Thursday March 13th 6-7:30 & Friday April 11th 10:30-12 - https://wp- seo-with-yoast.eventbrite.com • Advanced Google Analytics: Goals & Event Tracking - Katherine - Thursday, March 27th & Friday March 28th - http://analyticsgoalsetting.eventbrite.com ! 23