Agenda1. Google Analytics snapshot2. How to set it up3. Visitors4. Traffic sources5. Content6. Filters7. Goals & Funnels8. E-commerce9. Setting your dashboard10. Key take-aways
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1 What is Google Analytics and why do you need it? Google Analytics snapshot
Google Analytics: history 2004 2005 2007-2010-20.. Urchin Google takes over Urchin Enterprise features Paid Free platform Expanding possibilities
Google Analytics: a marketing tool Acquisition Online marketing Retention Conversion
Google Analytics: Pros & cons + - • Statistically • Data ownership relevant but no • Privacy absolutes • No training or • Easy to use support • Free • No data history • Enterprise features • Flash issues • Sufficient for 95% of all websites
Google Analytics: What do you do with it? Source: www.kaushik.net Source: www.kaushik.net
Google Analytics: A means to an endWhere and why do visitors Where do my visitorsabandon my shopping cart? come from? Is my website’s design What do people do scaring people away? on my site?Which marketing initiatives On which keywords doare the most effective? visitors find my site?
Google Analytics setup: tips1. When setting up tracking for a new website, create a new Google Analytics account, not a new profile.2. Paste the code snippet at the bottom of every page, (not necessary with asynchronous code).3. Is every page tagged? Check it on www.sitescanga.com
3 Navigating Google Analytics Visitors reports
VisitorsVisitor Visit Page viewIndividual person Visit or session of Loading of awho visited the a visitor pagewebsiteNumber of utma Runs out after 30 Every request tocookies minutes or when trackPageview browser is closed
Filters: tips• ALWAYS create one unfiltered profile• Filters work in the order they were created, so be carefullwith profiles with several filters• Save time by applying existing filters to other profiles• Filters are not retroactive
7 Turning visitors into customers Goals & funnels
Make people take action Make a purchase Download price list Subscribe to the newsletter Visit a key page Download a trial Fill out the contact form Time on site Pages per visit ...
Improve website succes Design Function Source: www.websitedokter.com
10 Key take-aways1. Check the website. Make notes on your customer experience and bottlenecks.2. Check the traffic sources to find out which marketing initiatives are making you money3. Check the visitors loyalty & recency to assess how long visitors orbit your website.4. Check the Top landing pages report and In-Page Analytics to find out where visitors go wrong.5. Check the keywords.6. Check bounce rates of important pages.7. Check goals & funnels in relation to traffic sources8. Set KPIs per website and put that data into your dashboard.9. Filter out your own IP-address.10. Keep 1 profile with raw data.
Some light readingWeb Analytics 2.0 (Avinash Kaushik)Web Analytics an hour a day (Avinash Kaushik)
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