Google Analytics 101

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Successful businesses use data to make informed decisions - from product launches to marketing campaigns. Data is equally important when it comes to your website.
This presentation will provide an overview on a few of the many ways you can use Google Analytics to help take your web presence farther.

Brought to you by Mohawk MakeReady, this presentation can be used by your business for internal training or customer initiatives. (Even plop in your own logo and co-brand it, if you want!)

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  • Successful businesses use data to make informed decisions - from product launches to marketing campaigns. Data is equally important when it comes to your website.
    This presentation will provide an overview on a few of the many ways you can use Google Analytics to help take your web presence farther.
  • Enabling Google Analytics on your website and beginning to gather metrics is easy. Simply visit google.com/analytics to sign-up for a new account. You will be prompted to follow a series of on-screen instructions, including determining the type of account configuration that best matches your objectives. Upon completion of the account set-up, you will be given a tracking code. You will need to include the Analytics tracking ID code in your website HTML coding in order to begin using Google Analytics. Google Analytics features a robust and extensive help center to answer questions and provide resources.
  • Upon first glance, the Google Analytics menu can seem a bit intimidating. Take some time to familiarize yourself with the menu layout – this will pay huge dividends down the road when you are trying to access key data points.

    The navigational menu, pictured above, is found on the left-hand side of the Analytics window. The main reports are (1) Dashboards, (2) Shortcuts, (3) Intelligence Events, (4) Real-Time, (5) Audience, (6) Acquisition, (7) Behavior, and (8) Conversions. Within each of these main reports are several sub-reports, allowing the user to drill-down to gather detailed analytics.

    Upon selecting a report, the right-hand side of the window dynamically adjusts to display reporting graphs and charts depicting the specified analytics. It is strongly encouraged to spend time exploring each of the various report buckets and their corresponding sub-reports. Users have the ability to flag specific sub-reports as a ‘shortcut’, enabling users to access them more quickly. Additionally, specific reports can be added to the users dashboard, providing the user with a quick at-a-glance overview of how various properties are performing.
  • Understanding the terminology used in the analytic reports is extremely helpful. Take some time to familiarize yourself with the above terms, which are common across multiple menus and views.
  • Google Analytics is an incredibly powerful tool designed to help you track, measure and analyze your web presence and site visitor behavior. Here are some tips to help you get the most out of your experience:

    For all reports, Google Analytics defaults to show the past 30 days. This is helpful when looking at short-term trends, but fails to give you a sense of the big picture. Always be sure to use the custom date range (upper right-hand corner) to look at long term trends. Also be sure to use the ‘Compare to’ feature to see how your web activity compares in relation to previous time periods. This is helpful when looking to compare year over year trends, or quarter versus quarter.

    Most Google Analytics users spend the majority of their time looking at Primary Dimensions, such as the amount of page visitors over a duration of time, or the most popular webpages. Google Analytics allows users to not only look at these primary dimensions, but also add secondary dimensions to the mix. This is an under-utilized but highly valuable tool, allowing users to gain valuable insights. Not only can you determine what social networks are most successful in referring traffic to your website – but by adding secondary dimensions, you can see what day of the week the majority of referral traffic is sent, or how many of those users are accessing your website from mobile devices!

    Every reporting view from Google Analytics can be exported, allowing you to manipulate data, add to reporting dashboards, or insert into presentations. This can be done by selecting the ‘Export’ dropdown from the top of the report. You can choose to export to CSV, TSV, Excel, Google Spreadsheets, or PDF. This comes in handy when wanting to quickly review snapshot metrics with your team.

    This is just the tip of the iceberg! As you become more familiar with Google Analytics, you’ll begin to uncover countless tips and shortcuts that improve your overall experience.
  • Identifying where users are accessing your site can provide tremendous opportunities. Perhaps there is a particular city or country where your site is frequently visited, representing an opportunity to target specific markets. Access this information through the ‘Audience’ report, then select ‘Geo’ and ‘Location’.

    In addition to page views, you can also gather other helpful information organized by geography, including:

    How long users spend on your site, on average
    Bounce rate
    How many pages users frequent upon each site visit
    The percentage of first time visits
  • Knowing how engaged your site visitors are is helpful when developing a profile of new site visitors compared to returning visitors. There are three menus that can help you gather this information:

    New vs. Returning: This report will show you a high-level overview of what actions new site visitors take compared with returning visitors. Compare bounce rate, pages viewed per session, average session duration, and more
    Frequency & Recency: Use this report to determine the distribution of sessions (for example, you may determine that 70% of your site sessions during a specified timeframe came from users visiting the site just once).
    Engagement: See the distribution of users visiting your site for different durations of time. You can also view the distribution of sessions compared with the number of pages visited during a session.
  • Does the majority of your traffic originate from organic search, referral traffic, social media, email campaigns, paid search, or direct links? A healthy mix of each is critical to the success of your business, as relying too heavily on one or two channels can leave you susceptible.

    By selecting the ‘Acquisition’ report and looking at the ‘Overview’, it’s easy to see how each channel compares across several metrics, including page views, bounce rate, average session duration, and pages visited per session.

    In addition to looking at overarching channels, by selecting the ‘Primary Dimension’ drop-down, you can easily view specific sources of traffic (such as Google, Bing, Twitter, Facebook, LinkedIn, RSS, etc.).
  • Having a presence on social media is critical these days. But is the effort you’re putting into your social media activities really helping to drive traffic to your website? Which of the various channels is most successful in generating engaged users? All this and more can be found through Google Analytics by visiting ‘Acquisition’ > ‘Social’ and ‘Network’.

    From there, look to see how many page views each social channel has generated over a specified duration of time. You can gather key insights to help determine which channels drive the most engaged users by looking at the average session duration and pages visited per session.

    There is also a variety of helpful information that can be uncovered by experimenting with the ‘Secondary Dimensions’ menu. For example, choosing ‘Time’ and ‘Day of Week Name’ can actually allow you to see which days are most successful for driving web traffic from social media. Use this information when planning your next campaign or social media activity.
  • How frequently do you check your website for compatibility on various web browsers and operating systems? This may sound technical, but the reality is that your website may look different across browsers. Get insight on what browsers and operating systems your users are using, allow you to prioritize how you test and update your site across browser platforms. Accessing this information as a ‘Secondary Dimension’ on certain pages is also useful. For example, you may notice an abnormally high bounce rate on a certain page of your website. By adding ‘Browser and OS’ as a secondary dimension, you can see if certain browsers tend to result in users exiting your page more frequently than other browsers. This could be a sign that there is a bug with that particular browser that requires investigation.

    Another important report to keep an eye on is the number of users accessing your website from mobile devices. This can be found under ‘Audience’ > ‘Mobile’ and ‘Overview’. This will display a comparison of mobile, desktop and tablet metrics over a duration of time, including page views, bounce rate, pages visited per session, average session duration, and more. By accessing the ‘Devices’ menu, users can actually see which mobile or tablet devices are most commonly used by your site visitors. Again, this information is helpful for testing purposes, as well as understanding whether it may be a worthwhile investment to optimize your website for mobile viewing.
  • Understanding how each of your webpages are performing is critical information. This gives you insight on what products, services or content your users are really finding useful – allowing you to create more supporting content. Trends and patterns can also be uncovered. You may find that blog posts whose titles contain numbers (i.e. – ‘The Top 4 Reasons…’) perform markedly better than blog posts with regular titles. You may find that a certain type of product is attracting a huge amount of organic traffic. Having this information at your disposal allows you to make better informed decisions in the future.
  • While it’s important to know which of your site pages are performing well (previous slide), it is equally as important to know which of your pages are driving users away from your site. These pages, known as bounce pages or ‘exit pages’ are defined as a page a user visits where they take no further action aside from exiting. If you see an abnormally high bounce rate, it’s worth investigating to see why users are not taking action. Perhaps your page is lacking a clear call-to-action, or perhaps that particular page is riddled with a bug or glitch. On the flip side, it’s also a possibility that the exit page has a clear call to action… such as contact information. In this example, the user found what they were looking for and had no need to continue to navigate through the site.

    Keeping an eye on the pages performing poorly is just as important as looking at the pages with optimal performance!
  • Do you ever wonder exactly where users are clicking once they access your webpage? The ‘In-Page Analytics’ view offers an incredibly intuitive vantage point of this to satisfy your curiosity.

    By accessing ‘Behavior’ and ‘In-Page Analytics’, Google Analytics will actually create a rendering of your page and show you the percentage of users who click in different areas. This offers a great alternative to staring at heaps of numbers within the metric reports. This view is helpful in determining which portions of your site gather the most traffic, allowing you to determine if opportunities for better placement, positioning or layout exist. Perhaps you have a static image on your site that users constantly are clicking on, expecting to be taken to a certain page. You now are equipped with the data to make improvements to your site!
  • For more information, be sure to view our recent Mohawk MakeReady Blog Post on Analyzing your Website with Google Analytics (http://www.mohawkconnects.com/makeready/2014/06/16/analyzing-your-website-with-google-analytics/).

    Looking for more resources to take your web presence further? Check out our ‘Website Basics’ topic section of Mohawk MakeReady for more articles, videos and presentations.
  • Digital printing is changing…and fast. That’s why we created Mohawk MakeReady. A go-to place for guidance, insights and tools to keep you prepared for what’s next.

    There’s a reason we named this service MakeReady … a little irony, too. Taking a familiar industry term in a new direction, Mohawk MakeReady offers ways for you to make more efficient use of your time, material, people and entrepreneurial energy. To grow your digital printing business, you need to be prepared — with practical information and tools — so your team can implement best business practices, craft effective sales strategies, and create opportunities to use and promote new high-value products.

    That’s what you’ll find here: an ever-expanding site, rich with content built on the experiences of digital printers like you. With content simply organized by relevant topic or type, it’s easy to find what you’re looking for.

    As a leading manufacturer of digital paper and substrates, Mohawk brings you practical wisdom gained from our decades of experience. With how-to articles on marketing your business, videos on topics like web-to-print solutions, and presentations showcasing how to identify sales opportunities. All strategies you can put to work today.

    Talk to us. Let us know what’s on your mind. Mohawk MakeReady. Dedicated to making you ready for the exciting future ahead.
  • Google Analytics 101

    1. 1. GOOGLE ANALYTICS 101 HINTS, TIPS AND BEST PRACTICES Analyze your web presence to take your business farther July 2014
    2. 2. Google Analytics Successful businesses use data to make informed decisions - from product launches to marketing campaigns. Data is equally important when it comes to your website. This presentation will provide an overview on a few of the many ways you can use Google Analytics to help take your web presence farther. July 21, 2014 Google Analytics 101 2 HINTS, TIPS & BEST PRACTICES
    3. 3. July 21, 2014 Google Analytics 101 3 1. Sign-up for an account by visiting www.google.com/analytics 2. Set-up the account properties based on your unique requirements 3. Include your Analytics tracking code into the HTML of your website Tip: You can link Google Analytics to your Google AdWords account, allowing you to measure the ROI of your AdWords budget. Getting Started: Initial Set-Up
    4. 4. July 21, 2014 Google Analytics 101 4 Dashboard: Create and monitor custom views of information. Shortcuts: Fast access to frequently-used reports. Real-Time: Monitor real-time user activity. Audience: Learn more about your site visitors, including where they are from, how they access your site, how regularly they visit, etc. Acquisition: See which channels acquire the most visitors, the most engaged visitors, and more. Behavior: See what actions visitors take when visiting your site. Conversions: Track and measure the completion of key activities on your site. Getting Started: Menu Overview
    5. 5. July 21, 2014 Google Analytics 101 5 Bounce Rate: The percentage of visits in which the visitor only views one page of your site before leaving. Direct Traffic: Visits to your site where the user types your URL into browser or uses a bookmark to get to your site. Landing Page: The first page a visitor views during a session, also known as an entrance page. Organic Traffic: Visitors who come to your site from unpaid organic/natural search. Page views: The total number of views your site has generated. Sessions: The number of visits your site has generated. Users: The number of unique visitors accessing your site. Getting Started: Terminology
    6. 6. July 21, 2014 Google Analytics 101 6 1. Use Custom Date Ranges: Always be sure to look at short-term activity and big picture trends, helping paint a more complete picture. 2. Compare Date Periods: See how your web metrics compare with past time periods. 3. Secondary Dimensions: A second dimension can be added to nearly all metrics, allowing you to gain even more insight. 4. Export Functionality: All metric views can be exported to Excel, PDF and more for review and analysis. Helpful Google Analytics Tips
    7. 7. July 21, 2014 Google Analytics 101 7 • Where are users accessing your website? • Do you generate high traffic in a specific city or country (representing an opportunity)? To get started, select ‘Audience’ > ‘Geo’ > ‘Location’ Identify Visitor Locations
    8. 8. July 21, 2014 Google Analytics 101 8 • How engaged are your site visitors? How long do they stay on your site and how many pages do they visit? To get started, select ‘Audience’ > ‘Behavior’ > and then look at all three menus Engaged Users
    9. 9. July 21, 2014 Google Analytics 101 9 • Where is your site traffic coming from? Through Organic Search, Referrals, or Social Media? • How successful are each of those channels in terms of retaining and converting visitors? To get started, select ‘Acquisition’ > ‘Overview’ Visitor Acquisition
    10. 10. July 21, 2014 Google Analytics 101 10 • Which social networks drive the highest traffic to your site? To get started, select ‘Acquisition’ > ‘Social’ > ‘Network Referrals’ Social Media Referrals
    11. 11. July 21, 2014 Google Analytics 101 11 • What Web Browser and Operating System are your site visitors using? To get started, select ‘Audience’ > ‘Technology’ > ‘Browser & OS’ Technology Used by Site Visitor's
    12. 12. July 21, 2014 Google Analytics 101 12 • What content resonates with your audience? Which of your webpages are most popular? To get started, select ‘Behavior’ > ‘Site Content’ > ‘All Pages’ Trending Content and Pages
    13. 13. July 21, 2014 Google Analytics 101 13 • From what pages do your site visitors most commonly leave? To get started, select ‘Behavior’ > ‘Site Content’ > ‘Exit Pages’ Bounce Pages or ‘Exit Pages’
    14. 14. July 21, 2014 Google Analytics 101 14 • Statistically speaking, what actions do site visitors take when they are on your site? To get started, select ‘Behavior’ > ‘In-Page Analytics’ In-Page Analytics
    15. 15. July 21, 2014 Google Analytics 101 15 Google Analytics is an incredibly powerful tool for your business – learn how it can make a difference, today!
    16. 16. July 21, 2014 16 Mohawk MakeReady provides practical resources for digital printing. WE CAN HELP VISIT MOHAWKMAKEREADY.COM FOR MORE TOOLS & TO JOIN THE COMMUNITY Google Analytics 101

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