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Intro to Google Analytics Webinar
 

Intro to Google Analytics Webinar

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This presentation is from the webinar "Intro to Google Analytics." This webinar focuses on which reports are most important when reviewing your Analytics data, but also how to make decisions and ...

This presentation is from the webinar "Intro to Google Analytics." This webinar focuses on which reports are most important when reviewing your Analytics data, but also how to make decisions and changes to your website content based on that data.

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    Intro to Google Analytics Webinar Intro to Google Analytics Webinar Presentation Transcript

    • Getting Started with Google Analytics Tools! Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci Intro to Google Analytics
    • Caitlin Kaluza SEM Team Marketing Team schipul.com/qcait Caitlin Kaluza | ckaluza@schipul.com | @qcait
    • What do I do with all this data? @tendenci | www.tendenci.com | blog.tendenci.com The Question flickr.com/photos/oakleyoriginals/3526895658
    • @tendenci | www.tendenci.com | blog.tendenci.com
    • 1. Getting Started 2. Reports to Focus On 3. Goal Tracking 4. Benchmarks 5. Making Decisions with this Information 6. AB Testing What We’ll Cover @tendenci | www.tendenci.com | blog.tendenci.com
    • Getting Started Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
    • Getting Started 1. Why Google Analytics? 2. Embed Javascript code on each page 3. Set up Goal tracking to get the most out of Analytics @tendenci | www.tendenci.com | blog.tendenci.com
    • • Tendenci Reports Data Behind the Login i.e. Invoices Reports, Membership Reports, Top Spenders • Tendenci Reports Data from the Database i.e. 404 Reports, Event Logs Tendenci Reporting vs. Analytics @tendenci | www.tendenci.com | blog.tendenci.com
    • Click “Add to Dashboard” to add any report to your dashboard Dashboard Set Up @tendenci | www.tendenci.com | blog.tendenci.com
    • Click “Email” to have any report or dashboard automatically emailed to you periodically Automatic Email Reports @tendenci | www.tendenci.com | blog.tendenci.com
    • Google Analytics Definitions 1. Visits # of instances of a visit 2. Pageviews Total views of all pages 3. Pages/Visit # of Pages viewed in the avg. visit 4. Bounce Rate People who landed on one page & left without clicking anywhere 5. New Visits Based on a cookie in your browser @tendenci | www.tendenci.com | blog.tendenci.com
    • •Bounce Rate recommendation: < 50% •Pages per visit recommendation: > 2 Engagement Benchmarks @tendenci | www.tendenci.com | blog.tendenci.com
    • Top Google Analytics Reports Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
    • Top Reports to Focus On 1. Traffic Trends • Traffic Patterns • Traffic Sources 2. Audience Demographics • Mobile • Geography 3. Keywords & Content • Top Keywords • Content/Navigation Paths @tendenci | www.tendenci.com | blog.tendenci.com
    • Part 1: Traffic Trends Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
    • Traffic Patterns @tendenci | www.tendenci.com | blog.tendenci.com • Look at Month/Month and Year/Year • Online should mirror what happens Offline
    • Tip: Add Notes @tendenci | www.tendenci.com | blog.tendenci.com Get in the habit of adding them!
    • Traffic Sources @tendenci | www.tendenci.com | blog.tendenci.com Benchmark: 60-75% Search Engine Traffic Who Links to You
    • Social Sources @tendenci | www.tendenci.com | blog.tendenci.com
    • Part 2: Audience Demographics Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
    • Geography @tendenci | www.tendenci.com | blog.tendenci.com • Is it what you expected? • Where is there opportunity?
    • Mobile @tendenci | www.tendenci.com | blog.tendenci.com
    • • Our Nonprofit clients have seen a 30% increase in mobile traffic 2013 vs 2012 • 13% of all web traffic is now mobile (Forbes) • Our Nonprofit clients average 27% mobile traffic in Q1 of 2013 Mobile Benchmarks @tendenci | www.tendenci.com | blog.tendenci.com
    • • Mobile Users want the same experience • 85% of mobile users say they watch TV with their devices • Google Rewards Mobile Content in Mobile Search Results Everything is Mobile @tendenci | www.tendenci.com | blog.tendenci.com 1 2 4 3 1 2 3 4
    • Part 3: Keywords and Content Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
    • •Top Content Report •Page Path Level Report - Shows Data Aggregated by Module •Tendenci Event Logs Content Reports @tendenci | www.tendenci.com | blog.tendenci.com
    • Navigation Paths @tendenci | www.tendenci.com | blog.tendenci.com • Top Content tends to not change much • Look at Navigation Paths from your homepage particularly
    • • Is it what you expected? • Can you add more content around popular topics? • Can you make other content more findable/ interesting? What Do I Do With this Data? @tendenci | www.tendenci.com | blog.tendenci.com
    • •Non-branded Terms •By Traffic and Conversions •Look for Surprises Google Analytics Keyword Report @tendenci | www.tendenci.com | blog.tendenci.com
    • • What keywords are missing? Can you add content around those topics? • What keywords are sticking? • What new keywords are emerging? What Do I Do With this Data? @tendenci | www.tendenci.com | blog.tendenci.com
    • • Top 10 Ways to... • Hot Topics/In the News • Infographics • How to/FAQs • Tag People • Local Content • Revisit/Update Popular Content Content Brainstorming @tendenci | www.tendenci.com | blog.tendenci.com
    • •Title Tag/Meta •Content Text •Alt Tags on Images •Cross Links •Photo/Video Tags & Descriptions Incorporate Keywords Into Your Content slideshare.net/Tendenci/optimizing-your- tendenci-site-for-seo-seo-for-cms @tendenci | www.tendenci.com | blog.tendenci.com
    • Conversion Tracking Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
    • What is a Goal? @tendenci | www.tendenci.com | blog.tendenci.com • Three Types: • URL Destination (Confirmation page of Contact form, Donation form, etc.) • Time on Site • Pages/visit • Adds a tab to all reports
    • Set Up Goals @tendenci | www.tendenci.com | blog.tendenci.com • Admin > Goals > Add confirmation page URL • Allowed 4 sets of 5
    • A/B Testing Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
    • There is no such thing as a marketing argument, only a marketing TEST. @tendenci | www.tendenci.com | blog.tendenci.com
    • Set up a unique tracking URL for different versions of the same URL Google URL Builder @tendenci | www.tendenci.com | blog.tendenci.com
    • URL looks like: http://houstonzoo.org/ support/? utm_source=houstonzoo &utm_medium=template _top_banner&utm_campa ign=Tiger_Donate_Link Google URL Builder @tendenci | www.tendenci.com | blog.tendenci.com
    • Click Sources > Campaigns to view results Google URL Builder @tendenci | www.tendenci.com | blog.tendenci.com
    • Content Experiments @tendenci | www.tendenci.com | blog.tendenci.com A Bvs.
    • More Resources Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
    • Resources @tendenci | www.tendenci.com | blog.tendenci.com 1. Google Support - support.google.com/analytics 2. Google Analytics Blog - analytics.blogspot.com 3. Lynda.com - Google Analytics Essential Training
    • More Tracking Tools @tendenci | www.tendenci.com | blog.tendenci.com Tip: Add + on the end of any bit.ly URL to see stats
    • Heat Map Tools @tendenci | www.tendenci.com | blog.tendenci.com CrazyEgg.com
    • Questions? Caitlin Kaluza ckaluza@schipul.com @qcait Tendenci Open Source CMS tendenci.com @tendenci blog.tendenci.com tendenci.com/events @tendenci | www.tendenci.com | blog.tendenci.com
    • • Follow the Tendenci Blog blog.tendenci.com • Sign up for the Tendenci Newsletter List tendenci.com/newsletter Keep Up to Date With Tendenci @tendenci | www.tendenci.com | blog.tendenci.com