Google Analytics - Tool to Track and Analyze the Performanece of Your Inbound Marketing Activities


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Presentation for 2011 "Turnung Your Passion to Profit" 3rd Annual Entrepreneur Workshop & Mini-Tradeshow, hosted by Southwest Florida Business Today and Small Business Development Center at Florida Gulf Coast University, Estero, Florida

An introduction to Google Analytics and resources to learn more.

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Google Analytics - Tool to Track and Analyze the Performanece of Your Inbound Marketing Activities

  1. 1. Google Analytics Tool to track and analyze performance of inbound marketing activities Birgit Pauli-Haack [email_address] @bph on twitter.
  2. 2. Who is Pauli Systems? <ul><li>Online Consulting for small business, professionals & non-profits, since 2002 </li></ul><ul><ul><li>Mobile Web  </li></ul></ul><ul><ul><li>Web Architects  </li></ul></ul><ul><ul><li>Web Designer & Developers </li></ul></ul><ul><ul><li>System Integrators </li></ul></ul><ul><ul><li>Social Network Integrators </li></ul></ul><ul><li>Content Management Systems for any size of website.  Open-Source Software (WordPress & MangoBlog). Search Engine Optimization. One-on-One tutoring. </li></ul>
  3. 3. Today <ul><ul><li>Birds Eye view on Online </li></ul></ul><ul><ul><li>What is Inbound marketing? </li></ul></ul><ul><ul><li>Google Analytics - A dashboard </li></ul></ul><ul><ul><li>How to set up GA?  </li></ul></ul><ul><ul><li>Visitors </li></ul></ul><ul><ul><li>Traffic Sources </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Analytics360 </li></ul></ul><ul><li>Graphic by Patrick Spens </li></ul>
  4. 4. How Big is the web?  <ul><li>Source: </li></ul>
  5. 5. What People do on the Net? <ul><li>Source: - Aug 2011 </li></ul>
  6. 6. Search used by All Age Groups <ul><li>  </li></ul>Source: - Aug 2011
  7. 7. Email used by All Age Groups <ul><li>  </li></ul>Source: - Aug 2011
  8. 8. Websites: Built it and they will come!  <ul><li>Really? </li></ul>
  9. 9. Inbound vs. Outbound Marketing <ul><ul><li>Search engines  </li></ul></ul><ul><ul><li>Blog + Blog commenting </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Permission based Email  </li></ul></ul><ul><ul><li>Online Forums </li></ul></ul><ul><ul><li>News, Media, PR </li></ul></ul><ul><ul><li>and more... </li></ul></ul><ul><ul><li>Trade Shows  </li></ul></ul><ul><ul><li>Seminar Series </li></ul></ul><ul><ul><li>Emails to purchased lists  </li></ul></ul><ul><ul><li>Cold calling  </li></ul></ul><ul><ul><li>Outsourced telemarketing, and </li></ul></ul><ul><ul><li>TV spots </li></ul></ul><ul><ul><li>Radio commercials </li></ul></ul>
  10. 10. Your Site is the Hub <ul><li>  </li></ul>
  11. 11. Google Analytics <ul><li>Tool to track and analyze performance of inbound marketing activities </li></ul>
  12. 12. Google Analytics Dashboard
  13. 13. Google Analytics Glossary (selection)  <ul><li>Visits </li></ul><ul><li>A period of interaction between a visitor's browser and a particular website, ending when the browser is closed or shut down, or when the user has been inactive on that site for a specified period of time. </li></ul><ul><li>Page views </li></ul><ul><li>A pageview is an instance of a  page  being loaded by a browser. </li></ul><ul><li>Pages per visit </li></ul><ul><li>Average Time on site </li></ul>
  14. 14. GA Glossary (selection) <ul><li>Bounce Rate </li></ul><ul><li>Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page. </li></ul><ul><li>New Visits </li></ul><ul><li>GArecords a visitor as  new  when any page on your site has been accessed for the first time by a web browser. This is accomplished by setting a first-party cookie on that browser. Thus, new visitors are not identified by the personal information they provide on your site, but are rather uniquely identified by the web browser they used. </li></ul><ul><li>Learn more: </li></ul>
  15. 15. How to set up GA Account? <ul><li>Got to </li></ul>
  16. 16. GA account set-up (cont.) <ul><li>  </li></ul>
  17. 17. GA account set-up (cont.)
  18. 18. GA account set-up (cont.) <ul><li>  </li></ul>
  19. 19. GA account set-up (cont.) <ul><li>  </li></ul>
  20. 20. Tracking Instructions <ul><li>Single domain:  </li></ul><ul><li> </li></ul><ul><li>One domain + subdomains </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Multiple top-level domains </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  21. 21. Tracking Instructions <ul><li>Most dynamic website offer integration </li></ul><ul><li>ie. Wordpress Plugin: Ultimate Google Analytics </li></ul><ul><li> </li></ul><ul><li>Static HTML pages - talk to web developer/designer </li></ul><ul><li>  </li></ul>
  22. 23. Visitors: Hours of Day <ul><li>  </li></ul>
  23. 24. Visitors: USA Map <ul><li>  </li></ul>
  24. 25. Visitors: Mobile <ul><li>  </li></ul>
  25. 26. Traffic Sources <ul><li>  </li></ul>
  26. 27. Direct Traffic <ul><li>  </li></ul>
  27. 28. Referrer Traffic <ul><li>  </li></ul>
  28. 29. Top Referrers <ul><ul><li>Facebook </li></ul></ul><ul><ul><li>SBDC Website </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIN </li></ul></ul><ul><ul><li>Digg  </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Mobile Facebook </li></ul></ul><ul><ul><li>Dogpile </li></ul></ul><ul><ul><li>Lanyrd </li></ul></ul><ul><ul><li>Florida Events Calendar </li></ul></ul>
  29. 30. Search Traffic <ul><li>  </li></ul>
  30. 31. Search Keywords
  31. 32. Content <ul><li>  </li></ul>
  32. 33. Top 10 <ul><li>  </li></ul>
  33. 34. Navigation Summary <ul><li>  </li></ul>
  34. 35. Integration: Analytics 360 <ul><li>Correlation between Tweets, email campaign and web site traffic in one view. </li></ul><ul><li>Source: </li></ul>
  35. 36. What's Next <ul><li>Just released on Thursday: Google Analytics Real time </li></ul><ul><li>New Interface in Beta </li></ul>
  36. 37. Q & A & Resources: <ul><li>Google Analytics Blog: </li></ul><ul><ul><li> </li></ul></ul><ul><li>Google Analytics, 3 rd Edition by Jerri L. Ledford, Joe Teixeira </li></ul><ul><li>Web Analytics 2.0 by Avinash Kauchik (Google Fellow) </li></ul><ul><li>A Guide to Google Analytics and Useful Tools, Smashing Magazine </li></ul><ul><li> </li></ul>