Ecommerce School: Roger Lopez on Google Analytics

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On October 15, 2013, Roger Lopez of DoMyOwnPestControl.com, presented this talk at Ecommerce School to help beginners understand Google Analytics.

Education Technology Business

Instructor | Roger Lopez
roger@lopezaguirre.com
#ecommerceschool

How can I make my marketing
campaigns more effective and
accountable?

How are visitors using my site?

How do I improve site interaction?
Where and when are visitors
abandoning my shopping cart?
Am I creating effective content?

3

Why?

To Understand What is Working

To Fix Things that Are not
Working

Why?

To Understand What is Working

To Improve our Results

To Fix Things that Are not
Working

Why?

To Understand What is Working

To Fix Things that Are not
Working

To Improve our Results

To Calculate our Value

Why?

To Understand What is Working

To Fix Things that Are not
Working

To Improve our Results

To Calculate our Value

To Justify and Encourage
Investment

Create Account
Sign Up at: google.com/analytics

Get the Code

Place this code on your
site in the <head> section

Why?
Macro Goals
(Sales, Lead Forms, Store Locator)

Macro Goals = Top Line Revenue
Micro Goals
(White Paper Download, Time on Site,
Video Views, etc.)

Micro Goals = Buyer Influence

Configure your goals in Google
Analytics settings

You can set up to 20 goals!

Analyze Sources

Pay attention to your traffic
balance

Set up segments to understand
how your traffic sources perform

Questions
Contact Roger:
roger@lopezaguirre.com
Twitter: @inemode
www.linkedin.com/in/iamroger
Web: www.domyownpestcontrol.com

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Ecommerce School: Roger Lopez on Google Analytics

1. Instructor | Roger Lopez roger@lopezaguirre.com #ecommerceschool

2. • • 2

3. How can I make my marketing campaigns more effective and accountable? How are visitors using my site? How do I improve site interaction? Where and when are visitors abandoning my shopping cart? Am I creating effective content? 3

4. Why? To Understand What is Working

5. Why? To Understand What is Working To Fix Things that Are not Working

6. Why? To Understand What is Working To Improve our Results To Fix Things that Are not Working

7. Why? To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value

8. Why? To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value To Justify and Encourage Investment

9. Why? To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value To Justify and Encourage Investment To Dominate our Niche

10. Create Account Sign Up at: google.com/analytics

11. Get the Code Place this code on your site in the <head> section

12. Put Code on Site

13. Collect Data

14. But Don’’t Stop There!

15. Why? Macro Goals (Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue Micro Goals (White Paper Download, Time on Site, Video Views, etc.) Micro Goals = Buyer Influence Configure your goals in Google Analytics settings You can set up to 20 goals!

16. • • • • • • 16

17. Analyze Sources Pay attention to your traffic balance Set up segments to understand how your traffic sources perform

18. • • • • • • 18

19. 19

20. 20

21. 21

22. 22

23. 23

24. 24

25. • • • 25

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