www.ArrowInternetMarketing.com.au
Know your numbers
Google Analytics for Business
Owners
www.ArrowInternetMarketing.com.au 2
www.ArrowInternetMarketing.com.au
What is Analytics?
• It is the process of tracking and measuring website data to
maximiz...
www.ArrowInternetMarketing.com.au
Providing Answers
to Difficult Questions
How are visitors using my site?
Am I creating e...
www.ArrowInternetMarketing.com.au
Using Analytics
• Types of commercial websites
• What do I want my website to do?
• Site...
Why Measure the Web?
To Understand What is Working
Why Measure the Web?
To Understand What is Working
To Fix Things that Are not
Working
To Understand What is Working
To Fix Things that Are not
Working
To Improve our Results
Why Measure the Web?
To Understand What is Working To Fix Things that Are not
Working
To Improve our Results To Calculate our Value
Why Measure...
To Understand What is Working
To Fix Things that Are not
Working
To Improve our Results To Calculate our Value
To Justify ...
To Dominate our Niche
Why Measure the Web?
To Understand What is Working
To Fix Things that Are not
Working
To Improve our...
Sign Up at: google.com/analytics
Create an Account
Place this code on your
site in the <head> section
Get the Code
Put the Code on Your Site
Collect Data
But Don’t Stop There!
Macro Goals
(Sales, Lead Forms, Store Locator)
Macro Goals = Top Line Revenue
Establish Your Goals
Micro Goals
(White Paper Download, Time on
Site, Video Views, etc.)
Micro Goals = Buyer Influence
Macro Goals
(Sales, Lead...
Configure your goals in Google
Analytics settings
You can set up to 20 goals!
Micro Goals
(White Paper Download, Time on
S...
www.ArrowInternetMarketing.com.au
Defining Goals/
Conversions
• Form fills
• White paper downloads
• Request for quote
• N...
Analyze Traffic Sources
Pay attention to your traffic
balance
Analyze Traffic Sources
Set up segments to understand
how your traffic sources perform
Analyze Traffic Sources
Pay attention to your traffic
balan...
www.ArrowInternetMarketing.com.au
Defining Key
Metrics
• New / repeat visitors
• Are they spending enough time
• Where are...
www.ArrowInternetMarketing.com.au
New / Returning
25
www.ArrowInternetMarketing.com.au
Conversion by Device
26
www.ArrowInternetMarketing.com.au
Who gets credit
27
www.ArrowInternetMarketing.com.au
Assisted Conversions
28
www.ArrowInternetMarketing.com.au
Time lag
29
www.ArrowInternetMarketing.com.au
Path to conversion
30
www.ArrowInternetMarketing.com.au
Create Context for
your Data
• Don’t focus on a single metric
• How does the performance...
www.ArrowInternetMarketing.com.au
Creating Context
with Visualisations
32
www.ArrowInternetMarketing.com.au
Data Driven
Decision Making
33
Funnel Visualisation
www.ArrowInternetMarketing.com.au
Assisted Conversions
35
Make Reports Easy to Read
Stay Connected
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Google Analytics - Know Your Numbers

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  • No analytics reporting is 100%Share analytics data anonymously for benchmarkingDon’t focus on single metrics
  • Google Analytics - Know Your Numbers

    1. 1. www.ArrowInternetMarketing.com.au Know your numbers Google Analytics for Business Owners
    2. 2. www.ArrowInternetMarketing.com.au 2
    3. 3. www.ArrowInternetMarketing.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. 3
    4. 4. www.ArrowInternetMarketing.com.au Providing Answers to Difficult Questions How are visitors using my site? Am I creating effective content? Where and when are visitors abandoning my shopping cart? How do I improve site interaction? How can I make my marketing campaigns more effective and accountable? 4
    5. 5. www.ArrowInternetMarketing.com.au Using Analytics • Types of commercial websites • What do I want my website to do? • Site Objectives 5
    6. 6. Why Measure the Web? To Understand What is Working
    7. 7. Why Measure the Web? To Understand What is Working To Fix Things that Are not Working
    8. 8. To Understand What is Working To Fix Things that Are not Working To Improve our Results Why Measure the Web?
    9. 9. To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value Why Measure the Web?
    10. 10. To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value To Justify and Encourage Investment Why Measure the Web?
    11. 11. To Dominate our Niche Why Measure the Web? To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value To Justify and Encourage Investment
    12. 12. Sign Up at: google.com/analytics Create an Account
    13. 13. Place this code on your site in the <head> section Get the Code
    14. 14. Put the Code on Your Site
    15. 15. Collect Data
    16. 16. But Don’t Stop There!
    17. 17. Macro Goals (Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your Goals
    18. 18. Micro Goals (White Paper Download, Time on Site, Video Views, etc.) Micro Goals = Buyer Influence Macro Goals (Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your Goals
    19. 19. Configure your goals in Google Analytics settings You can set up to 20 goals! Micro Goals (White Paper Download, Time on Site, Video Views, etc.) Micro Goals = Buyer Influence Macro Goals (Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your Goals
    20. 20. www.ArrowInternetMarketing.com.au Defining Goals/ Conversions • Form fills • White paper downloads • Request for quote • Newsletter subscriptions • Event registration • Engagement with social media 20
    21. 21. Analyze Traffic Sources
    22. 22. Pay attention to your traffic balance Analyze Traffic Sources
    23. 23. Set up segments to understand how your traffic sources perform Analyze Traffic Sources Pay attention to your traffic balance
    24. 24. www.ArrowInternetMarketing.com.au 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 24
    25. 25. www.ArrowInternetMarketing.com.au New / Returning 25
    26. 26. www.ArrowInternetMarketing.com.au Conversion by Device 26
    27. 27. www.ArrowInternetMarketing.com.au Who gets credit 27
    28. 28. www.ArrowInternetMarketing.com.au Assisted Conversions 28
    29. 29. www.ArrowInternetMarketing.com.au Time lag 29
    30. 30. www.ArrowInternetMarketing.com.au Path to conversion 30
    31. 31. www.ArrowInternetMarketing.com.au 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? 31
    32. 32. www.ArrowInternetMarketing.com.au Creating Context with Visualisations 32
    33. 33. www.ArrowInternetMarketing.com.au Data Driven Decision Making 33
    34. 34. Funnel Visualisation
    35. 35. www.ArrowInternetMarketing.com.au Assisted Conversions 35
    36. 36. Make Reports Easy to Read
    37. 37. Stay Connected
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