Using Google Analytics to Measure Website Engagement


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Using Google Analytics to Measure Website Engagement

  1. 1. Using Google Analytics to Measure Website Engagement Photo credit:
  2. 2. Who we are Hall Internet Marketing Portland, Maine In business over 12 years @hall_web Amanda O’Brien VP of Marketing @amanda_pants
  3. 3. What we will talk about <ul><li>What is Google Analytics </li></ul><ul><li>How to add it to your website </li></ul><ul><li>Important features to check regularly </li></ul><ul><li>Cool extra features </li></ul>Photo credit:
  4. 4. What is Google Analytics? <ul><li>Free tool </li></ul><ul><li>Tons of information </li></ul><ul><ul><li>Don’t drown in the details </li></ul></ul><ul><ul><li>Make note of trends </li></ul></ul><ul><li>Tells you who came, when and what they did </li></ul><ul><li>24 hour increments </li></ul><ul><li>No back dated data </li></ul>Photo credit:
  5. 5. Why you need it <ul><li>Track how people got there </li></ul><ul><li>Determine what is working and what is not </li></ul><ul><li>Knowledge is power </li></ul><ul><li>Refine your efforts </li></ul>Photo credit:
  6. 6. Getting started <ul><li>Sign up = </li></ul><ul><li>Generate your unique code </li></ul><ul><ul><li>Javascript snippet </li></ul></ul><ul><ul><li>Ads and javascript blocked? Won’t get the data. </li></ul></ul><ul><li>Add to your website before </body> tag </li></ul><ul><li>Only have to add once </li></ul><ul><li>Does not affect the look of your website </li></ul>Photo credit:
  7. 7. What you can measure Photo credit:
  8. 8. Visitors <ul><li>Visits </li></ul><ul><li>Unique visitors </li></ul><ul><li>Pageviews/Average Pageviews </li></ul><ul><li>Time on site </li></ul><ul><li>Bounce rate </li></ul><ul><li>New Visits </li></ul><ul><li>Browsers </li></ul>Photo credit:
  9. 9. Traffic Sources <ul><li>Direct Traffic </li></ul><ul><li>Referring sites </li></ul><ul><li>Search Engines </li></ul><ul><li>Keywords </li></ul><ul><li>Getting more balanced pie </li></ul>Photo credit
  10. 10. Content <ul><li>Top content </li></ul><ul><li>Top landing pages </li></ul><ul><li>Top exit pages </li></ul>
  11. 11. Goals and ecommerce <ul><li>Add value to your visits </li></ul><ul><li>Set up Goal and Goal funnel </li></ul><ul><li>Set up ecommerce tracking </li></ul>
  12. 12. Important things to track <ul><li>Inbound sources </li></ul><ul><li>Top content </li></ul><ul><li>Keyword searches </li></ul><ul><li>New visitors </li></ul>Photo credit
  13. 13. Adjusting the time line <ul><li>Adjusting times </li></ul><ul><li>Comparing times </li></ul><ul><ul><li>YoY </li></ul></ul><ul><ul><li>Quarter </li></ul></ul><ul><ul><li>Month </li></ul></ul>
  14. 14. Email reports <ul><li>Make the reports that matter come to you, or your staff </li></ul>Photo credit
  15. 15. Remove your IP <ul><li>“ Filter Managers” </li></ul><ul><li>Add a Filter and name it </li></ul><ul><li>Select “traffic from ip addresses” </li></ul><ul><li>Add the website </li></ul>Photo credit
  16. 16. GA Advanced - Custom Reporting See a report with practically any metric compared to practically any dimension
  17. 17. New Version Mobile devices
  18. 18. New Version - Multi channel
  19. 19. Recap <ul><li>Knowing what is going on with your site empowers you </li></ul><ul><li>Find out what is working and what is not </li></ul><ul><li>Measure the data points that are most important to you </li></ul><ul><li>Make assumptions by analyzing trends </li></ul><ul><li>Fix breaks or wholes in your site </li></ul>Photo credit
  20. 20. Want to know more? <ul><li>Recorded: 6 Advanced Features in Google Analytics You Should Know </li></ul><ul><li>Blog: SEO and Analytics </li></ul><ul><li>Google Analytics Blog </li></ul><ul><li>SEO moz </li></ul><ul><li>Analytics training </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @hall_web and @amanda_pants </li></ul><ul><li>More upcoming webinars: </li></ul><ul><ul><li>Tips to Keep Your Content Fresh </li></ul></ul><ul><ul><li>Writing for SEO </li></ul></ul>
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