Getting Started with Google Analytics - Basics for the Online Marketer
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Getting Started with Google Analytics - Basics for the Online Marketer

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Presentation on the basics of Google Analytics. Covers website best practices, basic analytics metrics, Google Analytics' basic setup, standard reports, and Dashboards.

Presentation on the basics of Google Analytics. Covers website best practices, basic analytics metrics, Google Analytics' basic setup, standard reports, and Dashboards.

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  • Roughly 634 Million websites have no idea what’s happening with their website and where those billions of dollars are being spent.
  • Google Analytics tracks data from the time you put the code on the website forward. Changes you make, either correct or incorrect, will change your data for as long as those changes are live and you can’t change that.

Getting Started with Google Analytics - Basics for the Online Marketer Getting Started with Google Analytics - Basics for the Online Marketer Presentation Transcript

  • BASIC GOOGLE ANALYTICSThanks for checking out my presentation onBasic Google Analytics. Look for thesebubbles in the presentation for extra infofrom the actual presentation.
  • AMPLIFY INTERACTIVEwww.amplify-interactive.comBoutique Agency – All We Do is Digital Marketing• Search Engine Optimization (SEO)• Pay Per Click (PPC) – Search & Social Ads• Link Development & Website Marketing• Social Media Management & Optimization• Web Analytics2010 + 2011 AMA MAX AWARD – BEST SINGLE MEDIUM ADVERTISING CAMPAIGNClients Benefit from Industry Experience and Strategic Perspective• Established Agency – Founded in 2003• Established Experts – Amplify Speaks at SEMpdx, Search Engine Strategies, & More• Results: Work Wins Awards• Approach: Established, Proven Strategies, Tactics, and Processes.
  • WHO IS THIS PERSON?JESSICA WARD | DIRECTOR OF SEO• Focused on SEM / SEO since 2006• Participates in developing client-strategy for SEO, Social, & PPC• Manages both B2B and B2C clients of varied industries and sizes• Certifications: Google AdWords & Bing Ads• @JessicaWardPDXwww.amplify-interactive.com
  • WHAT ARE WE TALKING ABOUT?• Website Best Practices• Analytics Basics• Basic GA Setup• Standard Reports• DashboardsLINK BUNDLE: http://bit.ly/XGO466www.amplify-interactive.com
  • $102.8 BillionDigital Advertising Spendin 2012www.amplify-interactive.com http://www.emarketer.com/Article/Digital-Account-One-Five-Ad-Dollars/1009592
  • 634 MillionWebsites on the Internetin 2012www.amplify-interactive.com http://royal.pingdom.com/2013/01/16/internet-2012-in-numbers/
  • ~15 MillionWebsites Used Google AnalyticsIn 2012www.amplify-interactive.com http://trends.builtwith.com/analytics/Google-Analytics
  • 32 – 49%Google Analytics Market Sharewww.amplify-interactive.com http://en.wikipedia.org/wiki/Google_AnalyticsThis means that nearly, 600 million websiteshave no idea how users are getting to theirwebsite and what kind of results their digitalad spend is getting them.
  • WEBSITE BEST PRACTICESPHOTO CREDIT: www.beauty-places.com
  • CONSISTANT BUSINESS INFOwww.amplify-interactive.comNameAddressPhone Numberhttp://getlisted.org/resources/local-search-data-providers.aspxSearch Engines identify your business by itsName, Address, and Phone number. So if thisinfo isn’t consistent across the internet, yoursearch entity won’t be either. If you have LLCin your name on your website, then have it inall your business listings. Consistency is thename of the game!
  • GOOGLE+www.amplify-interactive.comGoogle is using Google+to determine organicSearch Results.You NEED a Google+Page for your Business.http://www.youtube.com/watch?v=5hQN6LoHtiU&feature=youtu.beIt’s important to have a Google+Page! Even if you don’t haveengagement there, make sure topost updates and have updated /correct information on your page.
  • SOCIAL SHARE BUTTONSwww.amplify-interactive.com• 55% of Buyers search for information onSocial Media.• 75% of Buyers use Social Media in thePurchasing Process.• Give your users the ability to easily shareyour content.http://www.insideview.com/social-selling
  • CALL TO ACTIONwww.amplify-interactive.com• Determine what action you want usersto make on your website.• Have a call to action on every page ofyour website.• Even the blog!
  • BASIC ANALYTICS METRICS
  • WHAT IS GOOGLE ANALYTICS?www.amplify-interactive.comGoogle Analytics (GA) is a serviceoffered by Google that generatesdetailed statistics about a website’straffic and traffic sources andmeasures conversions and sales.http://en.wikipedia.org/wiki/Google_Analytics
  • ANALYTICS METRICSwww.amplify-interactive.com• VisitsA visit is a group of interactions thattake place on your website within agiven timeframe.
  • ANALYTICS METRICSwww.amplify-interactive.com• Unique VisitorsMORNINGEVENINGUnique visitors is the number of individual users who visit yourwebsite. If the same user visits your website in the morningand then again in the evening, they’re still just one uniquevisitor, but he would be two visits.
  • ANALYTICS METRICSwww.amplify-interactive.com• PageviewsA pageview is a view of a page on your site. Every time a userviews a page, it is counted as an additional pageview. Keep inmind that if a user reloads a page or goes to another page onyour website and then comes back to an already viewed page,each of those views is counted as a pageview.
  • ANALYTICS METRICSwww.amplify-interactive.com• Pages / VisitThis is the number of pages on your websitethat a user viewed during their visit.
  • ANALYTICS METRICSwww.amplify-interactive.com• Avg. Visit DurationThe average amount of time a user spends on yourwebsite. You can make the assumption that if usersspend a lot of time on your website, they are good,qualified users.
  • ANALYTICS METRICSwww.amplify-interactive.com• Bounce RateBounce Rate is the percentage of visits where the useronly viewed one page and then left your website. If aspecific page of your website has a high bounce rate,you may want to evaluate the content of the page.
  • ANALYTICS METRICSwww.amplify-interactive.com• % New VisitsNew visits are classified as users who haven’t been toyour website before. % New Visits is the percentage ofusers with this classification.
  • TRAFFIC SOURCESwww.amplify-interactive.com• Direct• Referral• Search- Paid- Organic• CampaignsThere are three basic traffic sources in GA: Direct, Referral, and Search.Direct traffic comes from people typing your URL in the navigation bar or frombookmarks. Referral traffic comes from links to your website that are on third-party websites like Facebook or Yelp. Search traffic is divided into two parts:organic and paid search.
  • SEARCH: PAID VS. ORGANICwww.amplify-interactive.comPaid ListingsOrganicListings
  • BASIC GOOGLE ANALYTICS SETUPPHOTO CREDIT: www.cowboywithacamera.com
  • SIGNING UP FOR GOOGLE ANALYTICSwww.amplify-interactive.com• Go to analytics.google.com and click “Create anAccount.”• Information Neededto Setup:- Website URL- Ability to Edit Website Code (either byyourself or with help from webmaster)
  • BASIC GOOGLE ANALYTICS CODEwww.amplify-interactive.com• Basic code supports ONE subdomain.www.amplify-interactive.comORblog.amplify-interactive.comORwww.amplify.com• Changes can be made to the code to accommodatemultiple subdomains or domains.• Documentation can be reviewed at:https://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSite#trackingScenarios
  • THREE PROFILE RULEwww.amplify-interactive.com• Raw Data• Test Data• Master DataDon’t make changes to the data that iscoming into this profile. Make the profileand forget about it.Use this profile to test new filters andgoals. These updates to GAfundamentally change your data and youdon’t want to lose data because you putthem in wrong.This is your master profile – the one fromwhich you report. After you’ve testedyour new filters and goals in your testprofile, you can move them to thismaster profile.
  • ANNOTATIONSwww.amplify-interactive.comAnnotations are a great way to keep track of changes and updates you make to your website. Add annotations for newblog posts going live, website downtime, press, new goals – anything significant that you want to remember in the future.
  • CAMPAIGN TRACKINGwww.amplify-interactive.com http://bit.ly/ZCBJMRUse campaign tracking parameters when possible to keeptrack of your online marketing efforts better.The Amplify Tracking URL Builder template is availableat http://bit.ly/ZCBJMR. Use this Google doc to tag URLs inyour social posts, for the destination URL of banner ads, andmuch more.More information about campaign tracking URLs can be foundat http://support.google.com/analytics/answer/1033863.
  • GOAL TYPES & SETUPwww.amplify-interactive.com• URL Destination• Visit Duration• Page / Visit• EventSetting up Goals or Conversions in your GA account willgive you an additional layer of data which will help indetermining if your marketing efforts are working.There are four types of goals that you can set up in theAdmin section of your GA account. More information onsetting up Goals can be found athttps://support.google.com/analytics/answer/1032415?hl=en.
  • STANDARD REPORTSPHOTO CREDIT: sigmamindset.com
  • WHERE ARE THEY?www.amplify-interactive.comStandard reports come withevery Google Analyticsaccount. They contain allthe information that isbeing gathered on yourusers and can be found inthe left-hand sidenavigation of GA.
  • REAL-TIME REPORTSwww.amplify-interactive.comReal-Time reports show data on theactual visitors who are on your websiteat the time of you viewing the report.The numbers will change as you watch.WARNING: These reports can be timesucks. 
  • AUDIENCE REPORTSwww.amplify-interactive.comAudience reports show the available demographicsinfo for your users. This includes geographic info andcomputer system stats, such as what browser the useris using to visit your website.This information can help you make your website workproperly for your users equipment.
  • TRAFFIC SOURCES REPORTSwww.amplify-interactive.comTraffic Source reports help you todetermine how users are getting toyour website, what keywords they mayhave searched, and what page of yourwebsite they landed on first.
  • CONTENT REPORTSwww.amplify-interactive.comContent reports show what pages of yourwebsite people are viewing the most andhow much time they spend on thosepages. This information can help guidewhat type of content you should createfor your website in the future.
  • GOAL REPORTSwww.amplify-interactive.comGoal reports show you data on the Goals you set up in your GA account.If you don’t have data in this report, you may not have Goals setup(refer back to slide 30), your goals may not be set up properly, or noneof your users have triggered a goal.Once you do have goals setup properly, you’ll be able to see data on theusers who performed goals and base your marketing efforts on this data.
  • DASHBOARDSPHOTO CREDIT:
  • WHERE ARE THEY?www.amplify-interactive.comDashboards are a newer feature ofGoogle Analytics. They’re an easyway to bring all the data you wantto see into one view. All accountshave the Dashboard section in theleft side navigation, but they onlycome with one default dashboardfrom Google – My Dashboard.The next couple of slides will giveyou some custom dashboards thatyou can add to your GA account.Simply copy the link in the bottomright-hand corner of the dashboardyou want and paste it into yourbrowser. Google Analytics will askyou to which profile you want toadd the dashboard – most likelyyour Master Data profile – and clickcreate. The dashboard will now belisted under Dashboards.
  • LEAD DASHBOARDwww.amplify-interactive.com http://bit.ly/XTHqMa
  • MOBILE DASHBOARDwww.amplify-interactive.com http://bit.ly/1168Mel
  • INBOUND INITIATIVES DASHBOARDwww.amplify-interactive.com http://bit.ly/11mhXYD
  • SOCIAL POST DASHBOARDwww.amplify-interactive.com http://bit.ly/12qMGq0NOTE: This dashboard will onlywork if you are using campaigntracking on your social posts. It isset up to pull in the traffic mediumof “social post.” If you tag yoursocial posts with this medium, youwill see data in this dashboard.
  • Thank You!www.amplify-interactive.comwww.amplify-interactive.com@AmplifySEMLINK BUNDLE: http://bit.ly/XGO466Thanks for taking a look at mypresentation. I look forward toany feedback you may have.