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Google Analytics for Business


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  • 1. June 11 & 12, 2012 Shannon ScanlanBusiness Services Librarian
  • 2. 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)
  • 3. Types of Data Include: Audience  Demographics  Behavior  Technology  Mobile  Custom Advertising Traffic Sources Content  Social (Facebook, LinkedIn, Goodreads)
  • 4. 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?
  • 5. What Google Does Not Do Share personal visitor information such as IP address Share information with 3rd parties Magically generate traffic to your website
  • 6. 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
  • 7. 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
  • 8. 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)
  • 9. 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.
  • 10. 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.
  • 11. 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?
  • 12. 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
  • 13. 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
  • 14. More on Google Analytics Google Analytics University video tutorials on Google Analytics Google Business Solutions