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Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
Google Analytics 101 Overview
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Google Analytics 101 Overview

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  • 1. Making Analytics Work For YouIntroduction to Google Analytics
  • 2. Search Smart Marketing• Mission▫ Deliver superior client service and results by effectively integrating strategy,project management, client service and technology.• 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. Kate Hamilton-Miller• Graphic Designer• Started Digital Marketing, 2004• Joined Search Smart in 2008• Certifications▫ Google▫ Bing▫ Social Media• Memberships▫ SEMPO▫ National Association of ProfessionalWomen (NAPW)▫ Women Centric
  • 4. What Is Analytics?• Definition▫ Analytics is the discovery and communication ofmeaningful patterns in data▫ Web analytics is the measurement, collection,analysis and reporting of internet data forpurposes of understanding and optimizing webusageSource: Wikipedia
  • 5. Types of Analytics• Onsite▫ Visitors▫ # of Pages Viewed▫ Time on Site▫ Popular Content▫ Common Exit Pages▫ Actions Completed• Offsite▫ Potential customer pool (search opportunity)▫ Share of Voice (visibility)▫ Commentary (reviews, social engagement)
  • 6. Google Analytics 101• Terminology• Proper Set-up• Top 5 Reports• Turning Findings into Actions• Recent Additions
  • 7. Analytics Lingo• Tracking Code▫ JavaScript placed on each page of your site• Tracking URL▫ Web Address of the page on your site you want todirect visitors to + relevant marketing info• Campaign▫ Marketing initiative; Email Blast; Paid Search Ads
  • 8. 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 FunnelsUSE THESAMELOGINACROSSALLGOOGLEPRODUCTS
  • 9. 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
  • 10. AdWords Auto-Tagging• Login to AdWords• My Account > Preferences• Edit, Check Destination URL Auto-Tagging• Save Changes
  • 11. AdWords Auto-Tagging
  • 12. Reviewing Your Data – Report #1
  • 13. Report #1 – Audience Overview• Derive Meaning▫ Compare Month1 vs. Month2▫ 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 ofincrease or decrease in visits
  • 14. Report #2 – Traffic Sources• What sites are delivering visitors to your website?• Traffic Source Types▫ Direct to Site▫ Organic Search▫ Paid Search▫ Referral• Filter by Traffic Source type for consolidated data• Referral sources include Social Media, PR & Blogs
  • 15. Reviewing Your Data – Report #2
  • 16. Reviewing Your Data – Report #3
  • 17. Report #3 – Popular Site Content• Derive Meaning▫ What pages of your site are visitors drawn to?▫ What pages do people visit, then immediately leaveyour 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
  • 18. Reviewing Your Data – Report #4
  • 19. Report #4 – Visitor Information• Derive Meaning▫ Where are most of your visitors located?▫ Do they fall within your area of service?• Take Action▫ Increase advertising or sales activity in lowvolume/high response areas▫ Review paid search targeting settings if traffic iscoming from outside of your service area▫ Remove any geographic references to areas you do notserve that are mentioned on the website
  • 20. Report #5 – Goal Conversions• Online Purchase▫ ecommercetransaction• 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
  • 21. Reviewing Your Data – Report #5
  • 22. Reviewing Your Data – Report #5
  • 23. Report #5 – Goal Conversions• Derive Meaning▫ What action(s) do you want people to take?▫ Define GA Goal for that page URL• Take Action▫ Are your marketing efforts generating the desiredaction(s)?▫ Which efforts are performing best?▫ Do under-performing campaigns have a clear callto action?
  • 24. Key Takeaways• Proper Setup Ensures Maximum Data Collection• Don’t Get Lost in the Details > Focus on ActionableInformation• Recommended Reports▫ Audience Overview▫ Traffic Sources▫ Popular Site Content▫ Visitor Information – Geographic Location▫ Goals/Conversion Performance
  • 25. Want to Learn More?Join Us June 19thfor an in-depth review of Google Analytics▫ Actionable Reporting▫ Measuring Marketing Initiatives▫ Conversion Funnels▫ Visitor Flows▫ Advanced Segments▫ Multi-Channel Attribution▫ Real-Time Events & Widgets▫ Customized Reports
  • 26. Thank You!Kate Hamilton-Millerkhamilton@isearchsmart.com@KateHMillerAdditional Questions: Use #7WondersAnalyticsSearch Smart Marketingwww.isearchsmart.com@iSearchSmartFacebook.com/SearchSmartMarketing

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