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Formic Media Seminar Series:
Google Analytics
 Around since 1981
 Reaches over 20,000 people around Oregon
 Publishes 100 Best Companies to Work for in Oregon
 Prov...
Upcoming Seminars
 May 11th – Elements of Sales Success
 June 8th – Website Clinic
 July 13th – Advanced PPC Tactics
Agenda
 Overview
 Setting up Google Analytics
 Advanced Tracking & Interface Features
 Reporting, Metrics & Analysis
...
Google Analytics Overview
Google Analytics Overview
 What is Google Analytics?
 Google Analytics (GA) is a free service offered
by Google that gen...
Google Analytics Overview
 Who Should Use Google Analytics?
 Anyone that has to make decisions about your
website, onlin...
Google Analytics Overview
 Why Use Google Analytics?
 It’s free
 Easy to implement & use
 Analyze online & offline eff...
Google Analytics Overview
 Business Case for Using Google Analytics
 $50 Million in annual sales
 Increase conversion r...
Setting Up Google Analytics
Setting Up Google Analytics
 Go to www.google.com/analytics
 Login with your Google Account or create one
Setting Up Google Analytics
 If Creating, simply fill out your personal information
Setting Up Google Analytics
 If Creating, simply fill out your personal information
Setting Up Google Analytics
 Once verified you will have the option to sign up for
Google Analytics
Setting Up Google Analytics
 Once verified you will have the option to sign up for
Google Analytics
Setting Up Google Analytics
 The first step in setting up GA, is to create a site
profile
Setting Up Google Analytics
 GA will generate code to add to your site.
Adding Code to your site
 You will need to access your website files via an ftp
server or plugin.
 you will need to add ...
Check your code installation
 Look for a green checkmark in your site status, if you
have a yellow !, you still have some...
Check your code installation
 Visit EpikOne Site Scan: http://sitescanga.com/
 Run the report, you will get page by page...
Adding Website Profiles
 Visit your Dashboard -> Click the box “Add website
Profile”
Users
 Visit your Dashboard -> Click the box “User
Manager”
Managing Users
 You can manage or add users through this interface
Adding Users
 When adding a user you can limit the sites they can
access as well as their level of access, ie. reports
Advanced Tracking &
Interface Features
Advanced Tracking & Interface Features
 Setting Up Filters, Goals & Funnels
 Custom Alerts
 Advanced Segments
 E-comme...
Setting Up Filters, Goals & Funnels
 Filters
Setting Up Filters, Goals & Funnels
 Goals
 Always try to define at least one goal for a
website
 What are my Business ...
Setting Up Filters, Goals & Funnels
 Three Types of Goals
 URL Destination
 Time on Site
 Pages/Visit
Setting Up Filters, Goals & Funnels
Setting Up Filters, Goals & Funnels
 Three Types of Goal URL Match Types
 Head Match:
/dealoftheday/
 Exact Match:
/dea...
Setting Up Filters, Goals & Funnels
Setting Up Filters, Goals & Funnels
Custom Alerts
Advanced Segments vs. Filtered Profiles
Advanced Segments
 May be applied to historical data
 Are available across all a...
Advanced Segments
Advanced Segments
E-commerce Tracking
 Step One: Enable e-commerce tracking
Analytics Settings > Edit Profile Settings > Edit Main
Website ...
E-commerce Tracking
 Step Two: Get Google Analytics Tracking Code

Example code:
http://code.google.com/apis/analytics/do...
E-commerce Tracking
 Step Three: Add code to receipt page to begin
tracking transactions
Event Tracking
 Track visitor interaction with on-site elements,
such as Flash movies
 Define categories,
actions, label...
Google URL Builder
 Use when tracking non AdWords traffic – AdWords
traffic is auto tagged when you link Analytics &
AdWo...
Google URL Builder

Required fields:
 Campaign Source
 Campaign Medium
 Campaign Name

Location:
http://www.google.com/...
Reporting, Metrics & Analysis
Site Usage
Top Mediums
Top Mediums
Top Mediums
Top Keywords
Top Content
Top Content
Top Content
Top Content
Top Content
Top Visitors
Goals
Ecommerce Reporting
Custom Reporting
Recent Updates
Recent Updates
 New Version of Google Analytics released in Beta:
 Released a month ago
 Sign-up for the Beta here
 Fa...
Recent Updates
 Sign-up for the Beta!
Recent Updates
 Access to the Beta should take about 2-3 days:
Click the “New Version” Link
Recent Updates
 New Dashboard:
Recent Updates
 My Site Stats Tab:
Recent Updates
 In-page Analytics (added last October):
 Not available in the new Beta version of GA
Recent Updates
 Events Goals:
 You can use Event Tracking in Google Analytics to
track visitor actions that don't corres...
Recent Updates
 Configuring Event Goals:
 For more details on set-up, go here.
Recent Updates
 New GA Tracking Code feature: client side POST
support:
 Traditionally, client-side tracking code beacon...
Recent Updates
 New GA Tracking Code feature: client side POST
support:
 This feature requires no user configuration and...
Contact:
John McPhee, Account Director
503-517-9059 x122| johnm@formicmedia.com
http://www.formicmedia.com/seminars
@formi...
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Transcript of "Fmigoogleanalyticspresentation0411slideshare 110415125229-phpapp02"

  1. 1. Formic Media Seminar Series: Google Analytics
  2. 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. 3. Upcoming Seminars  May 11th – Elements of Sales Success  June 8th – Website Clinic  July 13th – Advanced PPC Tactics
  4. 4. Agenda  Overview  Setting up Google Analytics  Advanced Tracking & Interface Features  Reporting, Metrics & Analysis  Recent Updates
  5. 5. Google Analytics Overview
  6. 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. 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. 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. 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. 10. Setting Up Google Analytics
  11. 11. Setting Up Google Analytics  Go to www.google.com/analytics  Login with your Google Account or create one
  12. 12. Setting Up Google Analytics  If Creating, simply fill out your personal information
  13. 13. Setting Up Google Analytics  If Creating, simply fill out your personal information
  14. 14. Setting Up Google Analytics  Once verified you will have the option to sign up for Google Analytics
  15. 15. Setting Up Google Analytics  Once verified you will have the option to sign up for Google Analytics
  16. 16. Setting Up Google Analytics  The first step in setting up GA, is to create a site profile
  17. 17. Setting Up Google Analytics  GA will generate code to add to your site.
  18. 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. 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. 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. 21. Adding Website Profiles  Visit your Dashboard -> Click the box “Add website Profile”
  22. 22. Users  Visit your Dashboard -> Click the box “User Manager”
  23. 23. Managing Users  You can manage or add users through this interface
  24. 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. 25. Advanced Tracking & Interface Features
  26. 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. 27. Setting Up Filters, Goals & Funnels  Filters
  28. 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. 29. Setting Up Filters, Goals & Funnels  Three Types of Goals  URL Destination  Time on Site  Pages/Visit
  30. 30. Setting Up Filters, Goals & Funnels
  31. 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. 32. Setting Up Filters, Goals & Funnels
  33. 33. Setting Up Filters, Goals & Funnels
  34. 34. Custom Alerts
  35. 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. 36. Advanced Segments
  37. 37. Advanced Segments
  38. 38. E-commerce Tracking  Step One: Enable e-commerce tracking Analytics Settings > Edit Profile Settings > Edit Main Website Profile Information
  39. 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. 40. E-commerce Tracking  Step Three: Add code to receipt page to begin tracking transactions
  41. 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. 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. 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. 44. Reporting, Metrics & Analysis
  45. 45. Site Usage
  46. 46. Top Mediums
  47. 47. Top Mediums
  48. 48. Top Mediums
  49. 49. Top Keywords
  50. 50. Top Content
  51. 51. Top Content
  52. 52. Top Content
  53. 53. Top Content
  54. 54. Top Content
  55. 55. Top Visitors
  56. 56. Goals
  57. 57. Ecommerce Reporting
  58. 58. Custom Reporting
  59. 59. Recent Updates
  60. 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. 61. Recent Updates  Sign-up for the Beta!
  62. 62. Recent Updates  Access to the Beta should take about 2-3 days: Click the “New Version” Link
  63. 63. Recent Updates  New Dashboard:
  64. 64. Recent Updates  My Site Stats Tab:
  65. 65. Recent Updates  In-page Analytics (added last October):  Not available in the new Beta version of GA
  66. 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. 67. Recent Updates  Configuring Event Goals:  For more details on set-up, go here.
  68. 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. 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. 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.
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