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Google Analytics For Beginners

Google Analytics For Beginners



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

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



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Google Analytics For Beginners Google Analytics For Beginners Presentation Transcript

  • Google Analyticsfor BeginnersSara Smithsara@gutcheckanalytics.com614.256.2174February 23, 2012
  • Context is Key“I want one million visits!”Quantity Visits vs. Quality VisitsLook for Engagement MarkersTime on SitePageviewsRecencyBlog Bounce Rate vs. eCommerce Bounce Rate(Measure Bounce Rate for New Visitors to Blog) 2
  • Asking Key QuestionsWhy does your blog/website exist?What are your 3 most important priorities for thewebsite or blog?• Your answers are your Business Objectives• This is what you are measuring againstExamples: Make your marketing more effective,connect with more customers, etc. 3
  • Define Your Biz ObjectivesBusiness Objectives must be DUMB:• Doable• Understandable• Manageable• Beneficial (to the firm and clients) 4
  • MetricsA metric is a number.• Counts • site visits • pageviews• Ratios • conversion rate • task completion 5
  • Definitions of Key MetricsCornerstonesVisits: The total number ofvisits to your blog,including multiple visits bythe same personUnique Visitors: Thenumber of people whovisit your blog 6
  • Definition of Key MetricsEngagement Markers (Overview)Avg. Time on Site:Avg. time spent on blog by each visitorPages/Visit:Avg. number of pages on blog viewed during each visit 7
  • Definition of Key MetricsEngagement MarkersFrequency and RecencyCount of Visits:Visits and Pageviews organizedby the number of times visitorsreturn to your blog.Days Between Visit:Visits and Pageviews organizedby number of days betweenvisits to your site by uniquevisitors 8
  • Definitions of Key MetricsEngagement MarkersEngagementVisit Duration:Visits and pageviewsorganized by secondsvisitors spent on blogPage Depth:Visits and pageviewsorganized by number ofpages viewed during visits 9
  • Definition of Key MetricsLoyalty, Blog MaturityNew vs. Returning:Mature, healthy blogsshould have equalpercentage of New andReturn Visitors 10
  • Definition of Key MetricsTraffic SourcesSearch: Visit coming into blogfrom search engine searchesReferral: Visit coming into blogfrom a link on another website orblogDirect: Visit by visitor who typedthe blog URL directly into URL barCampaigns: Visitors coming intothe blog from pay-per-click links,or RSS Feeds 11
  • Traffic Source ContextSearch: These visitors do notknow you, yetReferral: These visitors arecoming based on a referral froma trusted source. Opportunitiesto create relationships withothers in the blogosphereDirect: These users know you.Campaigns: Are you spendingwell on PPC? Are loyal readersadding you to their RSS? 12
  • Traffic Source ContextApply Advanced Segments: Engaged Visitor CustomSegmentWhich traffic sources are delivering the highest number ofEngaged Visitors to the blogSearch: Consider investing in Pay-Per-Click sponsored linksto top blog articlesReferral: Consider reaching out to referral source to swapguest posts, or inquire about obtaining more links to your blogDirect: Consider rewarding your loyal readers with value-addcontent, such as an eBook 13
  • Search Engine OptimizationToggle to Old VersionTop 10 Keywords visitor aresearching who ultimately enteryour blog(not provided)Use this report to mine forpopular topics to create morearticle or a series aroundKeywords with HIGH BounceRate need updated articles, ormore specific articles 14
  • Search Engine OptimizationLanding PagesThese are the first(sometimes only) pages NewVisitors coming from searchengines seeKeep these articles updatedWatch for HIGH BounceRate–always link to relatedarticles to ensure readers areencouraged to read more 15
  • Article PerformanceTop 10 articles by numberof PageviewsCross measureperformance with Avg.Time on PageConsider these articles fora “Must Read” eBook 16
  • Article PerformanceApply Advanced Segments: Engaged Visitor Custom SegmentWhich articles are capturing the most valuable readers, engagedreaders?Create a series around these articles, webinars on these topics, podcaststo deliver content in alternate format, topic-specific eBook to promote thiscontent 17
  • SegmentsDefault 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 Whicharticles bring in the highest percentage of New Visitors and keep themupdated 18
  • SegmentsAdvance Segments:Create Custom Segment:“Engaged Visitor”Include:Time on Site | Greater than | 2-or-Pageviews | Greater than | 2Know which articles, keywords,and traffic sources bring thehighest percentage of EngagedVisitors and focus on those“winners” 19
  • Recommended ReadSara Smithsara@gutcheckanalytics.com614.256.2174Month 00, 2012