Learn the basics of using Google Analytics to measure the performance of your blog marketing efforts. www.gutcheckanalytics.com

1. Google Analytics
for Beginners
Sara Smith
sara@gutcheckanalytics.com
614.256.2174
February 23, 2012

2. Context is Key
“I want one million visits!”
Quantity Visits vs. Quality Visits
Look for Engagement Markers
Time on Site
Pageviews
Recency
Blog Bounce Rate vs. eCommerce Bounce Rate
(Measure Bounce Rate for New Visitors to Blog)
2

3. Asking Key Questions
Why does your blog/website exist?
What are your 3 most important priorities for the
website or blog?
• Your answers are your Business Objectives
• This is what you are measuring against
Examples: Make your marketing more effective,
connect with more customers, etc.
3

4. Define Your Biz Objectives
Business Objectives must be DUMB:
• Doable
• Understandable
• Manageable
• Beneficial (to the firm and clients)
4

5. Metrics
A metric is a number.
• Counts
• site visits
• pageviews
• Ratios
• conversion rate
• task completion
5

6. Definitions of Key Metrics
Cornerstones
Visits: The total number of
visits to your blog,
including multiple visits by
the same person
Unique Visitors: The
number of people who
visit your blog
6

7. Definition of Key Metrics
Engagement Markers (Overview)
Avg. Time on Site:
Avg. time spent on blog by each visitor
Pages/Visit:
Avg. number of pages on blog viewed during each visit
7

8. Definition of Key Metrics
Engagement Markers
Frequency and Recency
Count of Visits:
Visits and Pageviews organized
by the number of times visitors
return to your blog.
Days Between Visit:
Visits and Pageviews organized
by number of days between
visits to your site by unique
visitors
8

9. Definitions of Key Metrics
Engagement Markers
Engagement
Visit Duration:
Visits and pageviews
organized by seconds
visitors spent on blog
Page Depth:
Visits and pageviews
organized by number of
pages viewed during visits
9

10. Definition of Key Metrics
Loyalty, Blog Maturity
New vs. Returning:
Mature, healthy blogs
should have equal
percentage of New and
Return Visitors
10

11. Definition of Key Metrics
Traffic Sources
Search: Visit coming into blog
from search engine searches
Referral: Visit coming into blog
from a link on another website or
blog
Direct: Visit by visitor who typed
the blog URL directly into URL bar
Campaigns: Visitors coming into
the blog from pay-per-click links,
or RSS Feeds
11

12. Traffic Source Context
Search: These visitors do not
know you, yet
Referral: These visitors are
coming based on a referral from
a trusted source. Opportunities
to create relationships with
others in the blogosphere
Direct: These users know you.
Campaigns: Are you spending
well on PPC? Are loyal readers
adding you to their RSS?
12

13. Traffic Source Context
Apply Advanced Segments: Engaged Visitor Custom
Segment
Which traffic sources are delivering the highest number of
Engaged Visitors to the blog
Search: Consider investing in Pay-Per-Click sponsored links
to top blog articles
Referral: Consider reaching out to referral source to swap
guest posts, or inquire about obtaining more links to your blog
Direct: Consider rewarding your loyal readers with value-add
content, such as an eBook
13

14. Search Engine Optimization
Toggle to Old Version
Top 10 Keywords visitor are
searching who ultimately enter
your blog
(not provided)
Use this report to mine for
popular topics to create more
article or a series around
Keywords with HIGH Bounce
Rate need updated articles, or
more specific articles
14

15. Search Engine Optimization
Landing Pages
These are the first
(sometimes only) pages New
Visitors coming from search
engines see
Keep these articles updated
Watch for HIGH Bounce
Rate–always link to related
articles to ensure readers are
encouraged to read more
15

16. Article Performance
Top 10 articles by number
of Pageviews
Cross measure
performance with Avg.
Time on Page
Consider these articles for
a “Must Read” eBook
16

17. Article Performance
Apply Advanced Segments: Engaged Visitor Custom Segment
Which articles are capturing the most valuable readers, engaged
readers?
Create a series around these articles, webinars on these topics, podcasts
to deliver content in alternate format, topic-specific eBook to promote this
content
17

18. Segments
Default Segments
• Visit and Visitor segments pre-programmed by Google. These are
the most commonly applied segments.
Segment top articles by New Visitors and Return Visitors: Know Which
articles bring in the highest percentage of New Visitors and keep them
updated
18

19. Segments
Advance Segments:
Create Custom Segment:
“Engaged Visitor”
Include:
Time on Site | Greater than | 2
-or-
Pageviews | Greater than | 2
Know which articles, keywords,
and traffic sources bring the
highest percentage of Engaged
Visitors and focus on those
“winners”
19

20. Recommended Read
Sara Smith
sara@gutcheckanalytics.com
614.256.2174
Month 00, 2012