Under the hood of
Overview
Introduction
• General visitor metrics
• Where your visitors come from
• How they find you
• How they use your si...
Web Analytics Defined
• Google Analytics (GA) is a service offered by
Google that generates detailed statistics
about the ...
Web Analytics Defined
• Google Analytics (GA) is a service offered by
Google that generates detailed statistics
about the ...
How GA Works
Why it’s important
• Websites are one of the most trackable
marketing tools available to small businesses.
• Analytics hel...
Lay of the land
• Login at www.google.com/analytics
• Choose your site profile or search for it
• Welcome to the dashboard!
Lay of the land: Dashboard
Links to all of the standard reports available about your
website. An overview of these reports is emailed to you
in your ...
Default date range settings are for one calendar month.
The date range can be changed at any time to review more
specific timeframes.
Plotted timeline of metrics measured in reports.
Report output displays below the timeline it varies from report
to report.
• Visitors/Visits
The number of visits to your site during
a given time period.
• Unique Visitors
Count of unique visitors...
• Bounce Rate
The percentage of people who only
visited one page on your site before
they “bounced” somewhere else.
• Avg....
Getting Started: Goals
Why just measure when you can measure with purpose?
Goal Guidelines
• Set ____________ goals
• Focus on building _____ for website visitors
• ________ your website into the _...
Goal Guidelines
• Set ____________ goals
• Focus on building _____ for website visitors
• ________ your website into the _...
APPLICATION
Our site goals
• Build credibility and share our qualifications
by showing off our awesome work in our
portfol...
APPLICATION
Our site goals
• Provide useful resources and news for clients,
prospects and anyone interested in web design
...
Measuring Goals
Why does Google love engagement?
APPLICATION
• _______ page views
• ______ visit duration
• _____ bounce rate
• _______ pages per visit
• _____ return visi...
APPLICATION
Increase
Longer
Lower
Increase
More
• _______ page views
• ______ visit duration
• _____ bounce rate
• _______...
APPLICATION
Our site goals
• Build credibility and share
our qualifications by
showing off our awesome
work in our portfol...
APPLICATION
Our site goals
• Provide useful resources
and news for
clients, prospects and
anyone interested in web
design ...
APPLICATION
We can judge the progress towards our goals by doing a
date comparison of metrics.
Traffic Sources
How are visitors finding your website?
• ___________ found your site by typing in
your domain name or bookmarking pages to
visit your site directly
• ___________...
• ___________ found your site by typing in
your domain name or bookmarking pages to
visit your site directly
• ___________...
APPLICATION
Direct Traffic
APPLICATION
Direct Traffic
APPLICATION
Organic Traffic
APPLICATION
Organic Traffic
APPLICATION
Referral Traffic
APPLICATION
Referral Traffic
-23
-72
+125
+40
APPLICATION
Traffic Observations
• Google traffic is way up, which is good, we want
our clients to be early adopters, Bing...
Search Terms
Are visitors finding your site for what you do?
Search Terms
• When you are found by you _____________
it means the rest of your marketing is working
• If you are not fou...
Search Terms
• When you are found by you _____________
it means the rest of your marketing is working
• If you are not fou...
APPLICATION
Search Terms
Are they engaging in your website when arriving via search?
APPLICATION
APPLICATION
APPLICATION
Search Term Observations
• Our blogging activities do bring in more traffic
• Most blog traffic is to articles...
New vs Returning
Frequency
Engagement
Are your visitors engaged?
• New visitors are _____
• Return visitors are ______
• Strive for ______ visitors visiting __________
with _________ visi...
• New visitors are _____
• Return visitors are ______
• Strive for ______ visitors visiting __________
with _________ visi...
APPLICATION
New vs Returning
APPLICATION
Frequency
APPLICATION
Engagement
APPLICATION
Engagement Observations
• Those that are engaged are very engaged
• Need to keep providing quality content to
...
Page Views
What information interests your visitors?
• Average time on page tells us if the content
was ________
• Pages with _____________ are optimizing
well or linked to of...
• Average time on page tells us if the content
was ________
• Pages with _____________ are optimizing
well or linked to of...
APPLICATION
Page Views
APPLICATION
APPLICATION
APPLICATION
APPLICATION
APPLICATION
Page View Observations
• Our blog posts generate traffic
• Answers to commonly asked questions are the
most po...
Visitors Flow
How do visitors travel through your site?
Visitors Flow
• The most common third stop is your _____
page due to back clickers
• Illustrates how visitors ____ through...
Visitors Flow
• The most common third stop is your _____
page due to back clickers
• Illustrates how visitors ____ through...
APPLICATION
APPLICATION
Visitors Flow Observations
• Need to write more blog posts about
newsletters
• Need a clearer conversion path ...
Location
Where are your visitors located?
Location
• Visitors from _________________ may visit
different information on your website
• This data can be used to ____...
Location
• Visitors from _________________ may visit
different information on your website
• This data can be used to ____...
APPLICATION
Location
APPLICATION
Missouri Traffic
APPLICATION
Columbia Traffic
APPLICATION
Los Angeles Traffic
APPLICATION
Location Observations
• Columbia and Jefferson City visitors are
interested in the same information
• We need ...
Technology
How are visitors viewing your website?
Technology
• Early adopters tend to use ________ and
_______ browsers, many local college students
use ______
• If mobile ...
Technology
• Early adopters tend to use ________ and
_______ browsers, many local college students
use ______
• If mobile ...
APPLICATION
Browser
What program do viewers use to see your website?
APPLICATION
APPLICATION
Mobile
What device to viewers use to see your website?
APPLICATION
APPLICATION
APPLICATION
Technology Observations
• Our viewers are early adopters
• We don’t have enough mobile traffic to need
to have...
Overview
Introduction
• General visitor metrics
• Where your visitors come from
• How they find you
• How they use your si...
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Google Analytics Unveiled

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Take a look at key reports in Google Analytics and determine how to use the data within those reports to better measure your marketing efforts, optimize website performance and make more informed decisions about content and design.

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Google Analytics Unveiled

  1. 1. Under the hood of
  2. 2. Overview Introduction • General visitor metrics • Where your visitors come from • How they find you • How they use your site Application Using this information to • Measure marketing efforts • Optimize performance • Make informed decisions about content and design • Define web analytics • Why it’s important • The lay of the land Gathering information
  3. 3. Web Analytics Defined • Google Analytics (GA) is a service offered by Google that generates detailed statistics about the visits to a website. • It is the most widely used website statistics service. • The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew.
  4. 4. Web Analytics Defined • Google Analytics (GA) is a service offered by Google that generates detailed statistics about the visits to a website. • It is the most widely used website statistics service. • The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. The product is made for people like you so you can make informed marketing decisions. marketers = you
  5. 5. How GA Works
  6. 6. Why it’s important • Websites are one of the most trackable marketing tools available to small businesses. • Analytics help you gauge effectiveness of marketing efforts outside your website. • Data provided assists with optimizing content. • Results allow you to make informed decisions about content and site design.
  7. 7. Lay of the land • Login at www.google.com/analytics • Choose your site profile or search for it • Welcome to the dashboard!
  8. 8. Lay of the land: Dashboard
  9. 9. Links to all of the standard reports available about your website. An overview of these reports is emailed to you in your monthly website traffic report.
  10. 10. Default date range settings are for one calendar month.
  11. 11. The date range can be changed at any time to review more specific timeframes.
  12. 12. Plotted timeline of metrics measured in reports. Report output displays below the timeline it varies from report to report.
  13. 13. • Visitors/Visits The number of visits to your site during a given time period. • Unique Visitors Count of unique visitors (based on cookie data) in a given period of time. Each browser gets a cookie once a visitor has gone to your site. These visitors may have been to your site before the determined timeframe. Not necessarily new visitors to the site, just unique to the requested timeframe. • Pageviews The number of pages these visitors viewed. • Pages/Visit The average visit in terms of page views. Visitor metrics Visit Metrics
  14. 14. • Bounce Rate The percentage of people who only visited one page on your site before they “bounced” somewhere else. • Avg. Visit Duration The average amount of time a visitor spends at your site. • % New Visits The percentage of new visitors to your site as compared to all visitors. Visitor metrics Visit Metrics (Cont.)
  15. 15. Getting Started: Goals Why just measure when you can measure with purpose?
  16. 16. Goal Guidelines • Set ____________ goals • Focus on building _____ for website visitors • ________ your website into the _________ of your business
  17. 17. Goal Guidelines • Set ____________ goals • Focus on building _____ for website visitors • ________ your website into the _________ of your business viewer-centric value processesIntegrate
  18. 18. APPLICATION Our site goals • Build credibility and share our qualifications by showing off our awesome work in our portfolio • Highlight our company culture and values in an in-your-face way to detour businesses who don’t share our values
  19. 19. APPLICATION Our site goals • Provide useful resources and news for clients, prospects and anyone interested in web design and digital marketing • Generate and qualify leads submitted through the site to ensure they’re a fit for our business
  20. 20. Measuring Goals Why does Google love engagement?
  21. 21. APPLICATION • _______ page views • ______ visit duration • _____ bounce rate • _______ pages per visit • _____ return visitors = Good visitor engagement Measuring for Engagement
  22. 22. APPLICATION Increase Longer Lower Increase More • _______ page views • ______ visit duration • _____ bounce rate • _______ pages per visit • _____ return visitors = Good visitor engagement Measuring for Engagement
  23. 23. APPLICATION Our site goals • Build credibility and share our qualifications by showing off our awesome work in our portfolio • Highlight our company culture and values in an in-your-face way to detour businesses who don’t share our values Visits to the meet the team, about us, smile behind the sass and contact page Visits and visit duration on portfolio pages, clicks through to contact page
  24. 24. APPLICATION Our site goals • Provide useful resources and news for clients, prospects and anyone interested in web design and digital marketing • Generate and qualify leads submitted through the site to ensure they’re a fit for our business Visits and visit duration on blog posts, return visitors, pages per visit Form submissions converted to closed business, new visitors
  25. 25. APPLICATION We can judge the progress towards our goals by doing a date comparison of metrics.
  26. 26. Traffic Sources How are visitors finding your website?
  27. 27. • ___________ found your site by typing in your domain name or bookmarking pages to visit your site directly • ___________ found you by searching using a search engine such as Google • ____________ found you by clicking on a link to your site from another site Traffic Sources
  28. 28. • ___________ found your site by typing in your domain name or bookmarking pages to visit your site directly • ___________ found you by searching using a search engine such as Google • ____________ found you by clicking on a link to your site from another site Traffic Sources Direct Traffic Search Traffic Referral Traffic
  29. 29. APPLICATION Direct Traffic
  30. 30. APPLICATION Direct Traffic
  31. 31. APPLICATION Organic Traffic
  32. 32. APPLICATION Organic Traffic
  33. 33. APPLICATION Referral Traffic
  34. 34. APPLICATION Referral Traffic -23 -72 +125 +40
  35. 35. APPLICATION Traffic Observations • Google traffic is way up, which is good, we want our clients to be early adopters, Bing and Yahoo are not typically early adopters. So even though traffic is down from those sources we’re OK with that. • Facebook users are using mobile aps to interact with us. • We changed how we do Facebook and it’s more effective now. • We’ve been marketing more for Tranquility and it’s pushing traffic our way as well.
  36. 36. Search Terms Are visitors finding your site for what you do?
  37. 37. Search Terms • When you are found by you _____________ it means the rest of your marketing is working • If you are not found by ___________ it means your ___________ needs improvement • If you are frequently found for things ___________ your ___________ needs improvement
  38. 38. Search Terms • When you are found by you _____________ it means the rest of your marketing is working • If you are not found by ___________ it means your ___________ needs improvement • If you are frequently found for things ___________ your ___________ needs improvement business name what you do pagecontent page contentyou don’t do
  39. 39. APPLICATION Search Terms Are they engaging in your website when arriving via search?
  40. 40. APPLICATION
  41. 41. APPLICATION
  42. 42. APPLICATION Search Term Observations • Our blogging activities do bring in more traffic • Most blog traffic is to articles answering specific questions, need to make sure answers are up-to-date • People are finding us for what we do: web design BUT it’s declining from 143 in 2012 to 86 in 2013 • Traffic increase to the site is due to referrals and direct traffic
  43. 43. New vs Returning Frequency Engagement Are your visitors engaged?
  44. 44. • New visitors are _____ • Return visitors are ______ • Strive for ______ visitors visiting __________ with _________ visit duration New vs Returning Frequency Engagement
  45. 45. • New visitors are _____ • Return visitors are ______ • Strive for ______ visitors visiting __________ with _________ visit duration New vs Returning Frequency Engagement good better more more often increased
  46. 46. APPLICATION New vs Returning
  47. 47. APPLICATION Frequency
  48. 48. APPLICATION Engagement
  49. 49. APPLICATION Engagement Observations • Those that are engaged are very engaged • Need to keep providing quality content to increase return visitors, possibly through automation • We may need to make the next step clearer for website visitors to ensure they can easily continue browsing
  50. 50. Page Views What information interests your visitors?
  51. 51. • Average time on page tells us if the content was ________ • Pages with _____________ are optimizing well or linked to often • A high bounce rate usually means the content ______ what they thought it would be or _______________ is unclear • Exit rates should be highest on ____________ then generally the __________ Page Views
  52. 52. • Average time on page tells us if the content was ________ • Pages with _____________ are optimizing well or linked to often • A high bounce rate usually means the content ______ what they thought it would be or _______________ is unclear • Exit rates should be highest on ____________ then generally the __________ Page Views engaging high entrances wasn’t conversion path contact page home page
  53. 53. APPLICATION Page Views
  54. 54. APPLICATION
  55. 55. APPLICATION
  56. 56. APPLICATION
  57. 57. APPLICATION
  58. 58. APPLICATION Page View Observations • Our blog posts generate traffic • Answers to commonly asked questions are the most popular • Adding drop down menus helped increase traffic to sub level pages • People like to read about other people • Pages with clear conversion paths have lower bounce and exit rates
  59. 59. Visitors Flow How do visitors travel through your site?
  60. 60. Visitors Flow • The most common third stop is your _____ page due to back clickers • Illustrates how visitors ____ through your site • The red indicator gives a good visual of ________ • Pay attention to how visitors arrive at your _______ page
  61. 61. Visitors Flow • The most common third stop is your _____ page due to back clickers • Illustrates how visitors ____ through your site • The red indicator gives a good visual of ________ • Pay attention to how visitors arrive at your _______ page home flow exit rate contact
  62. 62. APPLICATION
  63. 63. APPLICATION Visitors Flow Observations • Need to write more blog posts about newsletters • Need a clearer conversion path to help visitors stay on the website and gather their information • People use our website to get our contact information if they’re a client or are ready to buy
  64. 64. Location Where are your visitors located?
  65. 65. Location • Visitors from _________________ may visit different information on your website • This data can be used to _________________ of ________ marketing campaigns • The data can also be used to locate _________________ areas
  66. 66. Location • Visitors from _________________ may visit different information on your website • This data can be used to _________________ of ________ marketing campaigns • The data can also be used to locate _________________ areas different locations gage effectiveness regional possible expansion
  67. 67. APPLICATION Location
  68. 68. APPLICATION Missouri Traffic
  69. 69. APPLICATION Columbia Traffic
  70. 70. APPLICATION Los Angeles Traffic
  71. 71. APPLICATION Location Observations • Columbia and Jefferson City visitors are interested in the same information • We need to do more to reach out to Jefferson City viewers to make sure we don’t loose the opportunity to grow within the community • Visitors from other states are more interested in blog posts, is there a way we can provide a service to them?
  72. 72. Technology How are visitors viewing your website?
  73. 73. Technology • Early adopters tend to use ________ and _______ browsers, many local college students use ______ • If mobile viewers make up ________ of your audience _____________________ and consider creating a mobile site • In comparison to your ________ data: ______ bounce rate, _____ page views and _____ time on site from mobile users are good indicators you need a mobile optimized site
  74. 74. Technology • Early adopters tend to use ________ and _______ browsers, many local college students use ______ • If mobile viewers make up ________ of your audience _____________________ and consider creating a mobile site • In comparison to your ________ data: ______ bounce rate, _____ page views and _____ time on site from mobile users are good indicators you need a mobile optimized site Chrome Firefox Safari over 25% watch their data closely average high lowlow
  75. 75. APPLICATION Browser What program do viewers use to see your website?
  76. 76. APPLICATION
  77. 77. APPLICATION Mobile What device to viewers use to see your website?
  78. 78. APPLICATION
  79. 79. APPLICATION
  80. 80. APPLICATION Technology Observations • Our viewers are early adopters • We don’t have enough mobile traffic to need to have a mobile site yet • Mobile visitors exhibit relatively similar data as PC visitors a bit worse on a phone but the same if not better on a tablet
  81. 81. Overview Introduction • General visitor metrics • Where your visitors come from • How they find you • How they use your site Application Using this information to • Measure marketing efforts • Optimize performance • Make informed decisions about content and design • Define web analytics • Why it’s important • The lay of the land Gathering information
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