Google Analytics: SCORE Presentation at Stamford Innovation Center

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  • 1. Google Analytics: What’s New? Find Actionable Business Insights Using Newly Available Reports Working Around Keyword ‘Not Provided’ Conversion Tracking & Funnel Data Leveraging Advanced Segments By Kate Hamilton-Miller
  • 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 Design, PR Writing Background • Started Digital Marketing, 2004 • Joined Search Smart in 2008 • Certifications ▫ Google ▫ Bing ▫ Social Media • Memberships ▫ SEMPO ▫ National Association of Professional Women (NAPW) ▫ Women Centric
  • 4. Analytics Lingo • 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 • Traffic Source ▫ A website or external link sending visitors to your site
  • 5. Analytics Lingo • Channel ▫ A group of traffic sources Google feels share similar attributes         Direct to Site Organic Search Referral Email Paid Search Other Advertising Social Display • Conversion ▫ Specific action on your website that you would like a visitor to take. This action has transactional or informational value.  Filling out a Contact Us form  Signing up for a Newsletter  Completing a purchase
  • 6. What Can Analytics Track? • Visitors to your site ▫ ▫ ▫ ▫ Where did they come from? What do they do once they reach your site? Are they converting? Has the visitor been to your site more than once? • Marketing Initiatives ▫ ▫ ▫ ▫ Pay-per-click (Google, Bing, LinkedIn) Display Email Social Media (Facebook, Twitter)
  • 7. New Analytics Dashboards & Names Formerly Traffic Sources Formerly Content
  • 8. Google Hummingbird Algorithm Update Image: Relevance.com
  • 9. Google Moves to Secure Search
  • 10. ‘Not Provided’ Organic Search Data • October 2011: ‘Not Provided’ begins to appear ▫ Withholds data associated with secure search • March 2012: Searchers on Google properties (not Google.com) are routed through secure search • July 2012: Firefox 14 launches with Google secure search for all searches • September 2012: Safari in iOS6 begins using Google secure search. • January 2013: Chrome moves to secure search • September 2013: All Google searchers routed through secure search
  • 11. ‘Not Provided’ Organic Search Data
  • 12. ‘Not Provided’ Organic Search Data • % of traffic reported as ‘not provided’ varies by industry and target audience • An August report found on average 49% of traffic was reported as ‘not provided’ • Since Google’s move to secure search in September, ‘not provided’ covers 75%+ of traffic
  • 13. Organic Search Keyword Insight • Webmaster Tools
  • 14. ‘Not Set’ Paid Search Keyword Data Acquisition > Keywords > Paid
  • 15. ‘Not Set’ Paid Search Keyword Data • Click into (Not Set) and select Source from the Secondary Dimension dropdown Acquisition > Keywords > Paid
  • 16. ‘Not Set’ Paid Search Keyword Data • Update tracking URLs so that Medium=cpc • Must be lower case • http://www.yoursite.com? ▫ utm_source=Find+Gift ▫ utm_medium=cpc ▫ utm_term=gift+club ▫ utm_campaign=Christmas
  • 17. Conversion Tracking • Online Purchase ▫ ecommerce transaction • Micro-Conversion ▫ Visits to Contact Us • Downloads ▫ White Paper ▫ Brochure • Site Engagement ▫ Pages per visits ▫ Time on site • Contact Actions ▫ Form Submission ▫ Newsletter Sign-up • Social Engagement ▫ Blog comment
  • 18. 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
  • 19. Creating A Conversion Funnel Click Admin Button Select Website Profile
  • 20. Creating A Conversion Funnel Select One to Begin Funnel
  • 21. Creating A Conversion Funnel
  • 22. Assisted Conversions
  • 23. Top Conversion Paths
  • 24. Advanced Segments
  • 25. Advanced Segments
  • 26. Creating A Custom Segment www.341studios.com
  • 27. Creating A Custom Segment www.341studios.com
  • 28. 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
  • 29. New Report: Acquisition Overview
  • 30. New Report: Acquisition Channels
  • 31. Thank You! Kate Hamilton-Miller khamilton@isearchsmart.com @KateHMiller Questions or Suggest A Topic: Use #SSMGA Search Smart Marketing www.isearchsmart.com @iSearchSmart Facebook.com/SearchSmartMarketing
  • 32. Google Analytics Setup • Free account ▫ www.google.com/analytics • Link to AdWords ▫ Adwords.Google.com USE THE SAME LOGIN ACROSS ALL GOOGLE PRODUCTS • Webmaster Tools Integration ▫ www.google.com/webmasters/tools • Define Goals and Conversion Funnels
  • 33. 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=e n
  • 34. AdWords Auto-Tagging • • • • Login to AdWords My Account > Preferences Edit, Check Destination URL Auto-Tagging Save Changes
  • 35. AdWords Auto-Tagging