Insanity: doing the same
thing over and over again
and expecting different
•Average 12 hours per month
managing a web presence
•Roughly 32 hours per month
on average managing social
media (to push it to its
Make certain those hours are well spent
by measuring the impact
What does it tell you?
•Which Marketing initiatives are most effective?
•What are accurate traffic patterns / trends on my website(s)
•Where are visitors coming from and what do they do on my
•Which keywords resonate with prospects and lead to
•Which online ad or creative is the most effective?
•What site content are people most interested in?
First Things First: Make Sure
You Can Edit Your Website
Before you start, please do yourself a favor and make sure
you have access to make edits to your website through a
content management system (CMS).
If not, you’ll need to work with someone else, probably a
web developer or someone in IT, who can install the tracking
code for you.
More on this in a few slides...
You Don’t Need a Gmail Account
to Use Google Analytics
To take advantage of Google Analytics, with either
administrator or read-only rights, all you need is a Google
If you already have Gmail, you’re all set: when you created
your Gmail account, you also created a general Google
account that you can use for Google Analytics.
If you don’t use Gmail, however, you can still create a Google
Account by selecting “I prefer to use my current email
address” on the Google account signup screen.
So if you want to use Google Analytics but don’t want another
email account to keep track of, there is no problem with using
your existing email address when creating your Google
Add tracking code to your site - HTML
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Define Your Objectives
What do you want this site to accomplish? (For you and your
It might be one of the following:
•Showcase and sell your product and service offerings
•Raise awareness of brand or particular issue
•Provide the latest product or service information to
•Provide more in-depth information on your business
•Share information to the public
After you have a clearer idea of what you want your website
to accomplish then you’ll be ready to set up measurement
metrics and measure your blog’s success accordingly.
Once visitors come to your site, there are only three things
they will do: read the page they came to, click to more
pages, or leave. Engagement metrics help quantify
engagement and user experience quality of your site’s traffic
based on these three actions.
Three key metrics in Google Analytics are:
•Number of pages per visit
•Amount of time spent on the website
These metrics give you a clue as to how good a website is in
keeping visitors engaged. For example, a website with a high
number of time spent on it could mean that the visitor finds
the website’s content is interesting and engaging.