CALPACT New Media Webinar Best Practices: Google Analytics
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CALPACT New Media Webinar Best Practices: Google Analytics

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Your website is the “front door” to your organization, and the centerpiece of a well-coordinated communications plan. Wouldn’t you want to know who’s crossing your threshold every day? Google ...

Your website is the “front door” to your organization, and the centerpiece of a well-coordinated communications plan. Wouldn’t you want to know who’s crossing your threshold every day? Google Analytics is a great tool to help you do just that!

In this webinar, the third session in the latest 21st Century New Media Series from CALPACT and CHL at UC Berkeley's School of Public Health, join Alex Bernardin from the San Francisco AIDS Foundation and Matt Schulte from Metropolitan Group as they share how they use Google Analytics to learn more about their website’s visitors – where they’re from, how they got there, what they’re looking for, what they like – all so they can hone their marketing activities for maximum impact.

Enjoy these slides from the training!

Listen to the webinar here:
http://cc.readytalk.com/play?id=69nto5

View the Resources from this webinar:
http://www.slideshare.net/SPHCalpact/google-analytics-resources-33697232

To learn more about this series, please visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html

Follow Us on Twitter: @CALPACT
Facebook: http://www.facebook.com/CALPACTUCB
Website: www.calpact.org

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CALPACT New Media Webinar Best Practices: Google Analytics CALPACT New Media Webinar Best Practices: Google Analytics Presentation Transcript

  • Welcome to the Webinar! New Media Best Practices: Google Analytics We will begin shortly… New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Today you’ll be hearing from… Ma8  Schulte   Vice  President  of  Digital  Strategy   Metropolitan  Group   Lisa  Peterson   New  Media  Educa/on  Specialist   CHL/CALPACT   Alex  Bernardin   Digital  Content  Manager   San  Francisco  AIDS  Founda/on   New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Agenda •  Review of session objectives •  Housekeeping •  Matt Schulte ~ Metropolitan Group •  Alex Bernardin~ San Francisco AIDS Foundation •  Conclusion New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Objectives •  Understand  how  to  access  your  Google  Analy/cs  data  and   generate  reports     •  Iden/fy  /ps  for  understanding  what  the  numbers  mean  for   your  organiza/on         New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Tweet the event! Use  #calpactNM14     New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Metropolitan Group Ma8  Schulte   Vice  President  of  Digital  Strategy   Metropolitan  Group   New  Media  Best  Prac/ces:   Google  Analy/cs    
  • What is (are?)‘Google Analytics’ New  Media  Best  Prac/ces:   Google  Analy/cs    
  • ●  Google Analytics captures your website’s activity, and measures your website’s performance. New  Media  Best  Prac/ces:   Google  Analy/cs     SIMPLY PUT...
  • New  Media  Best  Prac/ces:   Google  Analy/cs     It’s a tool…not a strategy
  • • Capturing, measuring, analyzing and what-not New  Media  Best  Prac/ces:   Google  Analy/cs     Seems like a lot of stuff...to know?
  • It doesn’t have to be overwhelming… Even the basics can be enormously helpful for your organization. New  Media  Best  Prac/ces:   Google  Analy/cs    
  • WHAT KIND OF ACTIVITY? For instance: ●  How many visitors has your site had in a specific date range? ●  How did they get there? (From search? From Facebook? Other websites?) ●  What pages get the most visitors? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • HOW ABOUT WEBSITE PERFORMANCE? For instance: • What pages do visitors LEAVE your site from? • Average visitor time on your website? • What browsers are visitors using to access your site? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • There IS a lot there! But even those data points can give you a quick snapshot...and somewhere to start! New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Let’s Go to Google Analytics and Explore: * Dates * Intelligence events (snapshot) * Real time * Interests * Technology * Referrals * Behavior New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Google Webmaster Tools is a free web service by Google for webmasters. It allows webmasters to check indexing status and optimize visibility of their websites. An additional piece of code to add... New  Media  Best  Prac/ces:   Google  Analy/cs    
  • New  Media  Best  Prac/ces:   Google  Analy/cs     Submit your site to Google Check for technical problems that may be stopping Google from indexing certain pages Check on links pointing to your site See popular keywords for your site Check for malware or other intrusive technologies affecting your site
  • Data...without strategy or analysis won’t mean much...won’t help much. New  Media  Best  Prac/ces:   Google  Analy/cs    
  • STRATEGY! New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Data / analytics will be most useful when your website has carefully defined goals/objectives. New  Media  Best  Prac/ces:   Google  Analy/cs    
  • What does your website do (or need to do) to advance your business or brand goals? What do you want your site visitors to DO? What ACTIONS do you want them to take? ...leading to what GOAL? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • ➔  Downloads? ➔  Sign-ups? ➔  Comments? ➔  Traffic? ➔  Social media campaign? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • New  Media  Best  Prac/ces:   Google  Analy/cs     Objectives Goals KPI Targets
  • Objective: Attendance at health seminars Goals: Increase web sign-ups for health seminars Key Performance Indicators: # of Sign-ups # of Individual Organization Memberships Target: Sign-ups: 200 per seminar Memberships: 100 per month New  Media  Best  Prac/ces:   Google  Analy/cs    
  • * CONTENT Strategy * New  Media  Best  Prac/ces:   Google  Analy/cs    
  • CONTENT ●  Does your organization have an editorial calendar to organize/prioritize your content? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • CONTENT ●  Does your organization have an editorial calendar to organize/prioritize your content? ●  Are you using social media? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • CONTENT ●  Does your organization have an editorial calendar to organize/prioritize your content? ●  Are you using social media? ●  Does your content have ‘calls to action?’ New  Media  Best  Prac/ces:   Google  Analy/cs    
  • New  Media  Best  Prac/ces:   Google  Analy/cs     CONTENT Analytics can help you assess the success of your site’s content, as long as…
  • New  Media  Best  Prac/ces:   Google  Analy/cs     CONTENT Analytics can help you assess the success of your site’s content, as long as… ...you’ve defined success.
  • Key Takeaways ★ Start with the basics, understanding your dashboard ★ How you use Google Analytics will be (should be) connected to a content strategy ★ Objectives - Goals - KPI - Targets ★ Webmaster tools New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Q & A for Matt • Send  a  ques/on  or  comment  using  the  chat   box  func/on   • Click  “raise  hand”  bu8on  to  be  taken  off   mute  and  ask  a  ques/on  verbally         Ma8  Schulte   Vice  President  of  Digital  Strategy   Metropolitan  Group   New  Media  Best  Prac/ces:   Google  Analy/cs    
  • San Francisco AIDS Foundation New  Media  Best  Prac/ces:   Google  Analy/cs     Alex  Bernardin   Digital  Content  Manager   San  Francisco  AIDS  Founda/on  
  • Google Analytics Nitty Gritty Two Common Scenarios for GA Use, with real data: 1. Doing an Audit/Assessment How to get a holistic sense of a website 2. Answering specific questions a.  where does our traffic come from? b.  does our site work alright on mobile? c.  is our Facebook promotion helping? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Housekeeping Pro Tips: I’ll point out more advanced techniques, but you will probably need to do some more research on your own... Some additional resources will be available at: http://alexjbconsulting.com (not my day job; I am not a full-time consultant) New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Are we tracking? For the sake of time, I’m going to assume that someone has gone through and verified that your site tracking is well set up. This is often not the case. If you’d like to research it for yourself, there’s a list of common configuration pitfalls / things to think about here: http://alexjbconsulting.com/ga-pitfalls New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Let’s Go to Google Analytics! http://analytics.google.com New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Step 2: Reporting The GA report grouping matches visitor flow: A - Audience & Acquisition B - Behavior C - Conversions New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Report: Audience -> Overview •  We have traffic (yay!) •  Adjust timeline to show more data •  Note obvious spikes/troughs DEEPER: •  Geo sub-report tells us where visitors live [PRO] Behavior->Engagement sub-reports New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Report: Acquisition -> Overview Good snapshot report, but weird to read TAKEAWAYS: •  Where is your traffic coming from? And, possibly, how do they behave when they’re there? •  You want diversity in your sources [PRO] Channels sub-report for tabular view [PRO] connect AdWords and Webmaster accts New  Media  Best  Prac/ces:   Google  Analy/cs    
  • [PRO] Report: Acquisition -> All Referrals TAKEAWAYS: •  If your own site is in here, you’ve got tracking issues and are losing data •  Strange-looking websites might be link-farms, which can hurt your Search Engine ranking •  Good referral sources are opportunities for reciprocal relationships •  Referrals often explain traffic spikes New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Report: Behavior Overview Probably spend most of your time in the Behavior reports. Follow your nose… TO TRY: •  Play with the report timeframe •  Switch to week or month view to get quick averages or to smooth out trendline •  Switch the main trendline metric to the ones arrayed directly below it New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Report: Behavior Overview KEY CONCEPTS: •  Pageviews vs Unique Pageviews •  Note spikes and troughs •  Consider annotations [PRO] Segments:add mobile & tablet [PRO] Experiment with other segments ○  Either vs comparable segs, or vs ‘all traffic’ ○  Don’t compare apples to staplers New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Report: Behavior Overview TAKEAWAYS: •  Traffic patterns - by week? month? year? •  Overall trending up or down? •  Main metrics on this page are good candidates for site-level KPIs •  Bounce Rate as an aggregate metric is not great, and gets worse the more pages your site has, because it’s an average, but it’s very indicative at the individual page level New  Media  Best  Prac/ces:   Google  Analy/cs    
  • [PRO] Report: Behavior -> Site Search Does your site have search? Is it tracked? People use site search when they can’t find what they want through navigation, or if they feel lost. TAKEAWAYS: •  Huge potential insights for visitor intent •  From what page are people initiating? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • [PRO] Report: Behavior -> Events Event tracking offers the ability to track visitor actions that are not a pageview. CONSIDER: •  In-page interactive features, esp. Javascript-driven •  Mailto: links, PDF-downloads or offsite links •  Specific clicks that you might consier a ‘conversion’ •  From what page are people initiating? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Report: Behavior -> Site Content -> All Pages This is where I’m likely to spend the most time, as it is the gateway to reports on individual pages. TRY: •  Expand list to more than 10 (try 100+) •  Focus on Unique Pviews, Entrances, Bounce Rate •  Click on icon next to URL to open the page •  Switch Primary Dimension to Page Title •  Skim for odd-looking URLs - really long, or hard to read, or have ID numbers - consider Profile Filters New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Report: Behavior -> Site Content ->All Pages TAKEAWAYS: •  What pages are in your top five? Any surprises? •  Narrow to a week or month with a traffic spike to see which page shows as the top hit •  What’s the spread between the top pages and the next-level? Any order-of-magnitude deltas? •  A high bounce rate for a page might mean “I came, I puked, I left” New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Report: Conversions •  Notice that there is no Conversions Overview report. Conversions is the most subjective analytics reporting concept. •  This section requires a variety of configurations in the Admin section - defining Goals and Funnels and/ or turning on e-commerce tracking, all of which require more than a few minutes to walk through. •  Goals are an excellent way to have GA reports reflect your org’s priorities (donations, sign ups, education). New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Audit Wrap Up A - Audience & Acquisition B - Behavior C - Conversions Going through the ABCs of Analytics will almost always result in lots of questions, but you’ll also have a broad sense of what’s going on with your site. New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Answering Questions with Google Analytics Once you’re confident that the data in your GA is reliable and reasonably complete, you can start focusing your attention on specific metrics. New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Google Analytics When would you do this process? •  Answer specific questions •  Monitor/check KPIs •  Measure the effectiveness of a recent change New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Questions for Google Analytics Our site works fine for mobile users, right? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Questions for Google Analytics Our site works fine for mobile users, right? Audience->Mobile->Overview Look at: % of uniques from desktop/mobile/tablet Look at: bounce rate, pages/visit or time on site OR: Use Segmentation on any report to see mobile/tablet visitors alongside All Traffic, such as home page, or other very important page, or Goal Conversions OR: [PRO] Audience->Behavior -> Frequency/Recency (segmented) New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Questions for Google Analytics How many pageviews did we get this month? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Questions for Google Analytics How many pageviews did we get this month? STOP! This is a bad, bad, bad question. REDIRECT: How many people visited our site? Audience -> Overview New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Questions for Google Analytics We should put this on the homepage so that everyone coming to the site will see it. New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Questions for Google Analytics We should put this on the homepage so that everyone coming to the site will see it. Behavior->Site Content->All Pages Look at: relative traffic to homepage vs other pages OR: Behavior->Site Content->Landing Pages Specifically shows the top site entry points New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Questions for Google Analytics Does posting to Facebook/Twitter/Google+ send traffic to our site? New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Questions for Google Analytics Does posting to Facebook/Twitter/Google+ send traffic to our site? Acquisition->Social->Network Referrals [PRO] set Secondary Dimension to Landing Page OR: Use Segmentation on any report to see All Referral traffic OR: Create Custom Segment for referral from specific site New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Q & A for Alex • Send  a  ques/on  or  comment  using  the  chat   box  func/on   • Click  “raise  hand”  bu8on  to  be  taken  off   mute  and  ask  a  ques/on  verbally   Additional Resources/References: •  h8p://alexjbconsul/ng.com/google-­‐analy/cs   •  h8p://analy/cs.blogspot.com/       Alex  Bernardin   Digital  Content  Manager   San  Francisco  AIDS  Founda/on   New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Speaker Contact Information Matt Schulte mschulte@metgroup.com     Alex Bernardin     alexjb@alexjb.com       New  Media  Best  Prac/ces:   Google  Analy/cs    
  • What action step will you take after the webinar? •  What do you think you can do in the next month to further your goals with Google Analytics? •  Let us know ~ we’d love to check back with you and hear how it’s going! •  We appreciate your feedback!           New  Media  Best  Prac/ces:   Google  Analy/cs    
  • Thank you! Have questions? Contact us at sphcalpact@berkeley.edu To learn more about other trainings in this series visit: http://chl.berkeley.edu/events/newmedia/2014-new-media-trainings/sessions.html New  Media  Best  Prac/ces:   Google  Analy/cs