341 Studios Google Analytics Roundtable Dec 2013

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Fresh Intelligence Roundtable discussion on Google Analytics.

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341 Studios Google Analytics Roundtable Dec 2013

  1. 1. THE FRESH INTELLIGENCE ROUNDTABLE SERIES
  2. 2. THE FRESH INTELLIGENCE ROUNDTABLE SERIES I Search, You Search: Search Smart • Search Engine Optimization (SEO) • Paid Search Advertising • Local Search Optimization • Social Media Marketing • Review Monitoring & Management • Mobile Advertising & SEO • Video Optimization • Display/Banner Planning & Placement
  3. 3. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Tracking Code Google Analytics (ga.js)
  4. 4. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Tracking Code Universal Analytics
  5. 5. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Upgrading to Universal Analytics
  6. 6. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Upgrading to Universal Analytics
  7. 7. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Benefits of Universal Analytics      New Google standard for accurate tracking More reporting features More in-depth data on visitors to your site Ability to setup custom dimensions and metrics All Google Analytics properties will soon be required to use Universal Analytics
  8. 8. THE FRESH INTELLIGENCE ROUNDTABLE SERIES One Code To Rule Them All?  Google Tag Manager  https://www.google.com/tagmanager/  1x implementation on site  Add tracking pixels & verification codes through browser interface
  9. 9. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: What’s Happening On My Site?
  10. 10. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: What’s Happening On My Site? • Derive Meaning ▫ Select comparative date range ▫ Have visits increased? Decreased? Remained flat? ▫ Major shifts in bounce rate or new visitors? • Take Action ▫ Are you aware of any recent changes in:  Marketing activities  PR coverage  Offline events ▫ Move onto Traffic Sources to determine cause of increase or decrease in visits
  11. 11. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: What’s Happening On My Site? Black Friday Sale
  12. 12. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: What’s Happening On My Site? Attended Trade Show
  13. 13. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: Email Please! Enter Your Email Address How often & for how long do you want to receive the reports?
  14. 14. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Audience Overview: Email Please! Select Report Format
  15. 15. THE FRESH INTELLIGENCE ROUNDTABLE SERIES New Report: Acquisition > Channels
  16. 16. THE FRESH INTELLIGENCE ROUNDTABLE SERIES All Traffic: How Did Visitors Find Your Site  Traffic Source Types     Direct to Site Organic Search Paid Search Referral  Referral sources include social media, press releases & blogs  Create Custom Types     Display Email Social Blog
  17. 17. THE FRESH INTELLIGENCE ROUNDTABLE SERIES All Traffic: How Did Visitors Find Your Site?
  18. 18. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Tracking URLs  Tell Google Analytics     Where traffic to your site is coming from What channel to group it with Whether it is a specific marketing campaign If there is keyword or image ad information you want to capture  Where Do They Go?  Social media posts  Paid search campaigns  Online media buys
  19. 19. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Tracking URLs  How To Create Them?  Google URL Builder (http://bit.ly/19k96Ke)  Search Smart Cheat Sheet  Email info@isearchsmart.com
  20. 20. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Tracking URLs  What Do They Look Like?  http://www.341studios.com?utm_source=Facebook& utm_medium=social&utm_term=Google+Analytics& utm_campaign=Fresh+Intelligence+Roundtable  Will the tracking work with a shortener?  Yes, input the entire URL string into Bitly, HootSuite or the URL shortener of your choosing
  21. 21. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Behavior: What Content Are People Interested In? Behavior > Site Content > All Pages
  22. 22. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Behavior: What Content Are People Interested In?  Look for Opportunities  What pages of your site are visitors drawn to?  What pages do people visit, then immediately leave your site?  Take Action  Popular Content  Create more content of a similar nature  Send relevant paid search traffic here  High Bounce Rate  Revise the text on the page  Misleading keywords?  Try a new layout
  23. 23. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Goal Conversions  Online Purchase  ecommerce transaction  Micro-Conversion  Visits to Contact Us  Contact Actions  Form Submission  Newsletter Sign-up  Downloads  White Paper  Brochure  Site Engagement  Pages per visits  Time on site  Social Engagement  Blog comment
  24. 24. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Goal Conversions
  25. 25. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Goal Conversions: Ecommerce
  26. 26. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Assisted Conversion
  27. 27. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Top Conversion Paths
  28. 28. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Thank You! Presentation Available: http://slidesha.re/194Yak6 Search Smart Marketing www.isearchsmart.com @iSearchSmart Facebook.com/SearchSmartMarketing
  29. 29. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics & Search Engine Marketing Trends APPENDIX
  30. 30. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Analytics Terminology  Tracking Code  JavaScript placed on each page of your site  Tracking URL  Web Address of the page on your site you want to direct visitors to + relevant marketing info  Campaign  Marketing initiative; Email Blast; Paid Search Ads
  31. 31. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Google Analytics Setup  Free account  www.google.com/analytics  Link to AdWords  Adwords.Google.com  Webmaster Tools Integration  www.google.com/webmasters/tools  Define Goals and Conversion Funnels USE THE SAME LOGIN ACROSS ALL GOOGLE PRODUCTS
  32. 32. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Analytics Tracking – Tag Everything!  What     Pay-Per-Click (CPC) Email Social Buttons, Posts Display  How  AdWords Auto-Tagging  Tracking URL Generator  SEARCH: Google Analytics Tracking URL Builder  http://support.google.com/analytics/answer/1033867?hl=en
  33. 33. THE FRESH INTELLIGENCE ROUNDTABLE SERIES AdWords Auto-Tagging     Login to AdWords My Account > Preferences Edit, Check Destination URL Auto-Tagging Save Changes
  34. 34. THE FRESH INTELLIGENCE ROUNDTABLE SERIES AdWords Auto-Tagging
  35. 35. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel     Log into Analytics & click admin button Select your profile (www.website.com) Goals tab Click Create A Goal button  Or select a goal you wish to edit      Enter Goal Description Add URL of conversion page under Goal Details Turn Funnel button on Enter each step of the conversion process you wish to track Note whether a step is required
  36. 36. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel Click Admin Button Select Website Profile
  37. 37. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel Select One to Begin Funnel
  38. 38. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Conversion Funnel
  39. 39. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments  Default  Default                All Visits New Visits Returning Visitors Paid Search Traffic Non-paid Search Traffic Search Traffic Direct Traffic Referral Traffic Visits with Conversions Visits with Transactions Mobile Traffic Tablet Traffic Mobile & Tablet Traffic Tablet & Desktop Traffic Non-Bounce Visits  Custom (Define your own)*
  40. 40. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments
  41. 41. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Advanced Segments
  42. 42. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment
  43. 43. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment
  44. 44. THE FRESH INTELLIGENCE ROUNDTABLE SERIES Creating A Custom Segment      Log into Analytics & click into your profile Select Advanced Segments Select New Custom Segment Name your segment (Be specific) Define what you are looking for using dropdown menus with and/or statements  Test to make sure all data is pulling appropriately  Save segment

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