Google Analytics for BusinessPresentation Transcript
June 11 & 12, 2012 Shannon ScanlanBusiness Services Librarian firstname.lastname@example.org
What is Google Analytics? Free service offered by Google Compiles statistical data on website visitors Visitors can be tracked from search engines, advertising, email and more Users embed a “tracking code” on the pages or template of their websites Used by more than half of the most popular websites on the Internet (source: Wikipedia)
Types of Data Include: Audience Demographics Behavior Technology Mobile Custom Advertising Traffic Sources Content Social (Facebook, LinkedIn, Goodreads)
What Can Google Analytics Tell You? Am I creating relevant content on my website? How are visitors using my website? Is my email marketing working? What AdWords are working? The search terms visitors are using to find your site. Geographically where are visitors to your site from? What sources are referring visitors to your site?
What Google Does Not Do Share personal visitor information such as IP address Share information with 3rd parties Magically generate traffic to your website
Getting Started Create a Google Analytics account or Use an existing Google or AdWords account Create a profile for the website you want to track Link your Google Analytics account to an existing AdWords account if you have one Google Analytics will create an unique code The code must be embedded into your website template (Wordpress, Blogger) or into the code for each page of your website
Creating Goals for Your Website Goals can be created for: URL destination About page, Contact Us page, Newsletter page, receipt page Time on site Time visitors spend on your pages, defined as more or less Pages/visit How many pages of your site to visitors visit Event Visitors download a PDF or watch a video
Track Your Traffic Sources Direct URL, bookmark Referring Ads, blog links, social media Search Google, Bing, Yahoo Organic (free) CPC (cost per click, paid advertising) Campaigns (Feed)
Audience How many visitors to your site Can select a specific date range New vs. returning Frequency of returning visitors (content relevancy?) Average time on site Bounce rate (did they stay or leave the site?) Country/city Browser, Operating System, Service Provider Mobile operating system, service provider, screen resolution Language Many visitors from France? Maybe you need a French language version of your website.
Location What country and city are your website visitors coming from? How many new visitors? How long are they staying on your site? Can you target your online or print advertising to hit geographic markets that are visiting your site? What source is sending your visitors to your site from their location? A search engine, a URL, social media such as LinkedIn or Facebook? Direct traffic can indicate how well people remember and visit your website address.
Marketing How are people finding your site? What key words are they searching for? Did you advertise locally and did your visitors increase in the city after the advertisement? Are your AdWords working? If you are doing a cost per click campaign on a search engine, is it paying off? What sites are referring visitors to your website? Search Engine Optimization (SEO), what are the keywords?
Compare Data by Date Select the data range in the upper right corner of your dashboard By default it is set to 1 month (April 1-May 1) You can compare data to a previous date range April 1, 2012 to May 1, 2012 compared to April 1, 2011 to May 1, 2011
Customize Your Dashboard Home>Dashboard>New Dashboard Create a Dashboard from a blank template or a starter template Add widgets for the reports most relevant to you As you explore the report segments click on the Add to Dashboard link to add to your custom Dashboard
More on Google Analytics Google Analytics University Lynda.com video tutorials on Google Analytics Google Business Solutions