Google Analytics - Know Your Numbers
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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 Google Analytics - Know Your Numbers Presentation Transcript

  • 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 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
  • 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
  • www.ArrowInternetMarketing.com.au Using Analytics • Types of commercial websites • What do I want my website to do? • Site Objectives 5
  • 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 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 Why Measure the Web?
  • 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
  • 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 Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your Goals
  • 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
  • www.ArrowInternetMarketing.com.au Defining Goals/ Conversions • Form fills • White paper downloads • Request for quote • Newsletter subscriptions • Event registration • Engagement with social media 20
  • 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 balance
  • 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
  • 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 of each metric compare to the site average? • How does the performance compare to last week, or last month? 31
  • 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