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  • 1. Formic Media Seminar Series: Google Analytics
  • 2.  Around since 1981  Reaches over 20,000 people around Oregon  Publishes 100 Best Companies to Work for in Oregon  Provides readers with insight into  News, features & analysis from around Oregon  Newest innovations from all sectors  Interviews with CEOs on how to succeed  Get Your Free Subscription  Use code FORMIC
  • 3. Upcoming Seminars  May 11th – Elements of Sales Success  June 8th – Website Clinic  July 13th – Advanced PPC Tactics
  • 4. Agenda  Overview  Setting up Google Analytics  Advanced Tracking & Interface Features  Reporting, Metrics & Analysis  Recent Updates
  • 5. Google Analytics Overview
  • 6. Google Analytics Overview  What is Google Analytics?  Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. - Wikipedia
  • 7. Google Analytics Overview  Who Should Use Google Analytics?  Anyone that has to make decisions about your website, online campaigns and other marketing efforts (could be offline)
  • 8. Google Analytics Overview  Why Use Google Analytics?  It’s free  Easy to implement & use  Analyze online & offline efforts  Map to business goals & KPIs  Improve efforts by reviewing/analyzing the data  Links with AdWords  Use data for monthly reporting
  • 9. Google Analytics Overview  Business Case for Using Google Analytics  $50 Million in annual sales  Increase conversion rate from 2.0% to 2.1%  5% increase in conversion rate = $2.5 Million increase in sales
  • 10. Setting Up Google Analytics
  • 11. Setting Up Google Analytics  Go to www.google.com/analytics  Login with your Google Account or create one
  • 12. Setting Up Google Analytics  If Creating, simply fill out your personal information
  • 13. Setting Up Google Analytics  If Creating, simply fill out your personal information
  • 14. Setting Up Google Analytics  Once verified you will have the option to sign up for Google Analytics
  • 15. Setting Up Google Analytics  Once verified you will have the option to sign up for Google Analytics
  • 16. Setting Up Google Analytics  The first step in setting up GA, is to create a site profile
  • 17. Setting Up Google Analytics  GA will generate code to add to your site.
  • 18. Adding Code to your site  You will need to access your website files via an ftp server or plugin.  you will need to add the snippet Google Analytics generated for you directly above the closing head tag(</head>) to all pages of your site
  • 19. Check your code installation  Look for a green checkmark in your site status, if you have a yellow !, you still have some issues with your installation
  • 20. Check your code installation  Visit EpikOne Site Scan: http://sitescanga.com/  Run the report, you will get page by page results of any tracking issues
  • 21. Adding Website Profiles  Visit your Dashboard -> Click the box “Add website Profile”
  • 22. Users  Visit your Dashboard -> Click the box “User Manager”
  • 23. Managing Users  You can manage or add users through this interface
  • 24. Adding Users  When adding a user you can limit the sites they can access as well as their level of access, ie. reports
  • 25. Advanced Tracking & Interface Features
  • 26. Advanced Tracking & Interface Features  Setting Up Filters, Goals & Funnels  Custom Alerts  Advanced Segments  E-commerce Tracking  Event Tracking  URL Builder for Tracking Non-AdWords Campaigns
  • 27. Setting Up Filters, Goals & Funnels  Filters
  • 28. Setting Up Filters, Goals & Funnels  Goals  Always try to define at least one goal for a website  What are my Business Objectives?  Why do I have a website?  Examples of Website Goals:  Thank You Page  Software Download  Account Sign-Up  More than 3 Pages Viewed  Less than 5 Minutes on the Site
  • 29. Setting Up Filters, Goals & Funnels  Three Types of Goals  URL Destination  Time on Site  Pages/Visit
  • 30. Setting Up Filters, Goals & Funnels
  • 31. Setting Up Filters, Goals & Funnels  Three Types of Goal URL Match Types  Head Match: /dealoftheday/  Exact Match: /dealoftheday/thankyou.html  Regular Expression Match: /.*/thankyou.html  Will match the following: /dealoftheday1/thankyou.html /dealoftheday1/thankyou.html?query=sale /dealoftheday1/signup.html /dealoftheday2/thankyou.html
  • 32. Setting Up Filters, Goals & Funnels
  • 33. Setting Up Filters, Goals & Funnels
  • 34. Custom Alerts
  • 35. Advanced Segments vs. Filtered Profiles Advanced Segments  May be applied to historical data  Are available across all accounts and profiles  Can be compared side-by-side in reports  Are easier to create than a filtered profile When to use a filtered profile:  To permanently alter or restrict the data that appears in a profile  If you need to restrict user access to a subset of data
  • 36. Advanced Segments
  • 37. Advanced Segments
  • 38. E-commerce Tracking  Step One: Enable e-commerce tracking Analytics Settings > Edit Profile Settings > Edit Main Website Profile Information
  • 39. E-commerce Tracking  Step Two: Get Google Analytics Tracking Code Example code: http://code.google.com/apis/analytics/docs/tracking/gaTrackingEcommerce.html#Example
  • 40. E-commerce Tracking  Step Three: Add code to receipt page to begin tracking transactions
  • 41. Event Tracking  Track visitor interaction with on-site elements, such as Flash movies  Define categories, actions, labels and values  View Event Tracking under “Content”
  • 42. Google URL Builder  Use when tracking non AdWords traffic – AdWords traffic is auto tagged when you link Analytics & AdWords  Track newsletter traffic  Track email traffic  Track paid traffic from external sites
  • 43. Google URL Builder Required fields:  Campaign Source  Campaign Medium  Campaign Name Location: http://www.google.com/support/analytics/bin/answer.py?answer=55578
  • 44. Reporting, Metrics & Analysis
  • 45. Site Usage
  • 46. Top Mediums
  • 47. Top Mediums
  • 48. Top Mediums
  • 49. Top Keywords
  • 50. Top Content
  • 51. Top Content
  • 52. Top Content
  • 53. Top Content
  • 54. Top Content
  • 55. Top Visitors
  • 56. Goals
  • 57. Ecommerce Reporting
  • 58. Custom Reporting
  • 59. Recent Updates
  • 60. Recent Updates  New Version of Google Analytics released in Beta:  Released a month ago  Sign-up for the Beta here  Faster to find the data you want  More features (e.g. multiple dashboards)  Updated GA Help Section
  • 61. Recent Updates  Sign-up for the Beta!
  • 62. Recent Updates  Access to the Beta should take about 2-3 days: Click the “New Version” Link
  • 63. Recent Updates  New Dashboard:
  • 64. Recent Updates  My Site Stats Tab:
  • 65. Recent Updates  In-page Analytics (added last October):  Not available in the new Beta version of GA
  • 66. Recent Updates  Events Goals:  You can use Event Tracking in Google Analytics to track visitor actions that don't correspond directly to pageviews.  Downloads of a PDF or other file  Interaction with dynamic or AJAX sites  Interaction with Adobe Flash objects, embedded videos, and other media
  • 67. Recent Updates  Configuring Event Goals:  For more details on set-up, go here.
  • 68. Recent Updates  New GA Tracking Code feature: client side POST support:  Traditionally, client-side tracking code beacons have been sent via HTTP GET requests, limited to 2048 bytes by some browsers and proxies.  Requests sent to GA that exceeded this limit were dropped, and the data never recorded.  Now, requests longer than 2048 bytes will be sent via HTTP POST, which has no such limit.
  • 69. Recent Updates  New GA Tracking Code feature: client side POST support:  This feature requires no user configuration and has been pushed in the latest version of the JavaScript tracking code.
  • 70. Contact: John McPhee, Account Director 503-517-9059 x122| johnm@formicmedia.com http://www.formicmedia.com/seminars @formicmedia Facebook.com/FormicMediaInc LinkedIn.com/company/formic-media-inc.