Google Analytics for Business Owners

Know your numbers

Google Analytics for Business
Owners

www.SearchEngineRankings.com.au

What is Analytics?

• It is the process of tracking and measuring website data to
maximize your marketing return on investment (ROI).

• It helps to understand visitor behaviour and use the information to
make decisions that help in achieving business goals.

www.SearchEngineRankings.com.au 2

Providing Answers
to Difficult Questions
How are visitors using my
site?

How can I make my
marketing campaigns more
effective and accountable?

Where and when are visitors
abandoning my shopping cart?

Am I creating effective
content?

How do I improve site
interaction?


Using Analytics

• Types of commercial websites

• What do I want my website to do?

• Site Objectives


Why Measure the Web?

To Understand What is Working


To Fix Things that Are not
Working


Working

To Improve our Results


Working

To Improve our Results To Calculate our Value


Working


To Justify and Encourage
Investment


Working


To Justify and Encourage
To Dominate our Niche
Investment

Create an Account
Sign Up at: google.com/analytics

Get the Code

Place this code on your
site in the <head> section

Establish Your Goals

Macro Goals
(Sales, Lead Forms, Store Locator)
Macro Goals = Top Line Revenue


Macro Goals

Micro Goals
(White Paper Download, Time on Site,
Video Views, etc.)
Micro Goals = Buyer Influence


Macro Goals

Micro Goals
(White Paper Download, Time on
Site, Video Views, etc.)
Micro Goals = Buyer Influence

Configure your goals in Google
Analytics settings
You can set up to 20 goals!

Defining Goals/
Conversions

• Form fills

• White paper downloads

• Request for quote

• Newsletter subscriptions

• Event registration

• Engagement with social media


Analyze Traffic Sources

Pay attention to your traffic
balance

Analyze Traffic Sources

Pay attention to your traffic
balance

Set up segments to understand
how your traffic sources perform

Defining Key
Metrics

• New / repeat visitors

• Are they spending enough time

• Where are they spending most of their time

• What is the path they follow

• Using conversion funnel

• Measuring visitor drop-off at every step of the funnel


Behind the scenes


Remarketing


Create Context for
your Data

• Don’t focus on a single metric

• How does the performance of each metric compare to

the site average?

• How does the performance compare to last week, or last

month?


Creating Context
with Visualisations


Data Driven
Decision Making


Analytics Data

35


Analytics Data


Quantity vs Quantity

37


Quality v/s Quantity

38


Assisted Conversions


What Else Can You Do with
Google Analytics?

Analytics Settings

• Access reports

• Configuration, goals, Filters and users

• Analytics accounts drop-down

• Remove profiles

• Apply Filters

• Add Profiles

• User permissions


Report Interface

• Report navigation

• Settings

• Help resources

• Export options and email reports set-up

• Link to help centre

• Calendar / date slider


Report Structure

There are 5 main categories:
• Visitors
 Visitor information such as loyalty, language and location
• Traffic sources
 Natural and paid sources of traffic; includes Adwords reports
• Content
 Pages viewed
• Goals
 Conversion rates and goal paths
• E-commerce (if enabled)
 Commerce tracking, visitor loyalty, revenue sources and product
specific information


Setting date and
comparison date ranges
• You can either use a calendar or a timeline to select a
date range

• Select Compare to Past and you’ll be able to set a
comparison date range


Reporting

• Comparing two metrics on the same graph
• Measuring visitor loyalty
• Report formats
• Scheduling & emailing
• Scorecards – It provides aggregates and averages for the displayed
metrics
• Site-usage
• Email reports
• Report tabs
• The dashboard
• Keyword reports


Bounce Rates

• The definition of Bounce Rate is the percentage of visitors that hit
your website on a given page and don’t visit any other pages on
your site.

• The bounce rate at the page level is extremely useful especially in
case of landing pages for paid campaigns.


Exit Rates

• The definition of Exit Rate is the percentage of visitors that leave
your site from a given page based on the number of visits to that
page.

• Sounds similar to bounce rate, what’s the difference?

• Exit Rate is important for determining which page in a process isn’t
performing up to expectations. For example, if you have mapped out
a Website Persuasion Architecture, and find visitors are exiting the
site on a webpage that is a stepping stone to a more important
page, then you need to review the page’s content/layout etc.


Getting started with
Google Analytics
Three simple steps to getting started with Google Analytics:

• Sign up www.google.com/analytics - need a Google account

• Install the tracking code across all the pages of your website

• Use the new ga.js code instead of urchin .js

• Verify

• If running Adwords you can go through the analytics tab on the
Adwords link the two accounts


Understanding
the Code

• Understanding the tracking code

• Installing the java script

 If the website uses a template or a Content Management

System, you can install it on the common area e.g. website

footer

• Installing the code on a common footer


Resources

• Free tools to check if the GA code has been installed properly
www.sitescanGA.com – it will check for any implementation errors

• You tube channel GA -
http://www.youtube.com/googleanalytics?hl=en


Google Analytics for Business Owners

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