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Demystifying Google Analytics by Grounds for Promotion 2013
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Demystifying Google Analytics by Grounds for Promotion 2013

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Google Analytics overview presentation to help take you turn information into knowledge and intelligent decisions. Covers: proper set up, reporting and custom report suggestions, alerts, dashboards, ...

Google Analytics overview presentation to help take you turn information into knowledge and intelligent decisions. Covers: proper set up, reporting and custom report suggestions, alerts, dashboards, audience analysis, campaign tracking, goals, events, and advanced topics for more learning. Plus we'll give you seven free custom reporting templates if you you follow us on social media.

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Demystifying Google Analytics by Grounds for Promotion 2013 Demystifying Google Analytics by Grounds for Promotion 2013 Presentation Transcript

  • DEMYSTIFYINGGOOGLE ANALYTICSBy Jonathan Sackheim /@JonnySackof Groundsforpromotion.comWe’ll send you seven custom GA report templates:+ Follow on LinkedIn: tinyurl.com/gfplinkedin+ Follow on Twitter: @GroundsforPromo+ Like at facebook.com/groundsforpromotion Then FB message the page, we’ll reply with your templates
  • GOOGLE ANALYTICSCREATES INFORMATION LET’S TURN IT INTO KNOWLEDGE DECISIONS 2
  • JONATHAN’S BACKGROUND+ Driving revenue for years for large and small brands  • 15 yrs marketing experience Google Analytics PPC, SEO, Soc., Analytics Social • 10 years pure online focus o 6 yrs for digital agencies o 4 yrs client side • Founded Grounds for PPC, Display, Analytics PPC, Social, Analytics Promotion in July, 2012 PPC, Social+ How: PPC, SEO, Social, Analytics+ High volume experience: • Fortune 1000 clients PPC, Social, Display PPC, SEO, Analytics PPC, Social, Analytics • Personally have managed PPC budget of $1 million/month+ Community Manager of: Facebook.com/Boulder.Colorado PPC, SEO, Analytics PPC, SEO, Social PPC 3
  • OVERVIEW+ Getting started • Account hierarchy • Installing the code+ Interface tour and report previews+ Dashboards+ What’s important • Audience • Sources: Campaign Tracking • Activity: Goal set-up+ Advanced & where to lean more+ Q&A 4
  • GETTING STARTED: GA HIERARCHY+ Account: Zoo, Inc • Property: lion.com • Property: tiger.com • Property: monkey.com o Profile: monkey.com – unfiltered o Profile: monkey.com – main o Profile: monkey.com – adwords traffic only o Profile: ecommerce.monkey.com+ Tip: If you have two different blogs, create two properties within an account+ Tip: you can’t undo a profile filter so it’s good to have an unfiltered profile 5
  • GETTING STARTED: INSTALL CODE+ Create account then go here:+ Scroll down & copy your code:+ Install it on all pages just before closing </head> tag. More: http://bit.ly/TMF0JG (Google help). Plugins available. 6
  • THE INTERFACE: HOME 7
  • CUSTOM ALERTS EXAMPLE 8
  • DASHBOARD VIEW (UNDER HOME SECTION)+ Add more widgets from this view+ Set-up auto email+ Compare date ranges+ Create multiple dashboards 9
  • THE INTERFACE: STANDARD REPORTING  Spend time exploring! 10
  • STANDARD REPORTING+ Plenty of options: 11
  • LIKE A REPORT? ADD IT TO DASHBOARD + Drill down, if something is useful, click “Add to Dashboard” 12
  • DASHBOARD WIDGET EXAMPLE 13
  • THE INTERFACE: CUSTOM REPORTING We’ll send you these templates, free: - Follow on LinkedIn: tinyurl.com/gfplinkedin - Follow on Twitter: @GroundsforPromo - Like at facebook.com/ groundsforpromotion Then FB message 14
  • CUSTOM REPORTING EG: KEYWORD ANALYSIS 15
  • WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 1)+ Geographic example+ Ask what it means • See which markets perform best Drill Down • Find new Drill Down areas to market to+ To learn demographics, get registration 16
  • WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 2)+ Geographic example+ Ask what it means Try Source • See which markets perform best • Find new areas to market to+ To learn Click on Goal Sets demographics, get registration 17
  • WHAT’S IMPORTANT: AUDIENCE (DRILL DOWN PG. 3)+ Geographic example Goal Set 1 View+ Ask what it means • See which markets perform best • Find new areas to market to+ To learn demographics, get registration 18
  • WHAT’S IMPORTANT: SOURCES+ Where are people coming from: • Mobile: o Does my site cater well to mobile users? o What conversions work better on mobile o May want to put in responsive site template or create mobile site • Referring sites: o What sites are sending me the best traffic? o Get ideas for what types of sites like to link to you o Find unexpected supporters • Keywords: What keywords am I doing well/poorly on? o Helps you determine what types of keywords you’d like to focus on o Ideas for new keywords o What’s missing or too low? 19
  • WHAT’S IMPORTANT: SOURCES (CONT.)+ Where are people coming from: • Campaigns: e.g. a specific topic or event like Twitter party or webinar o Objective: understand results from emails, tweets, Facebook posts, etc o How? URL ID tracking of these elements:  Campaign: campaign name  Medium: social media, cpc, email  Source: google, facebook, email_newsletter  Content: text ad 1, text ad 2  Term: blue widget, orange widget o Tool for URL tagging: http://tinyurl.com/urltagger o Example:  Untagged url: groundsforpromotion.com  Tagged url: http://groundsforpromotion.com/?utm_source=webinar&utm_medium=email& utm_campaign=bloggeroutreach 20
  • BENEFITS OF URL TAGGING+ Example: Campaigns 21
  • BENEFITS OF URL TRACKING (CONT.)+ Campaign drill-down: 22
  • WHAT’S IMPORTANT: ACTIVITY+ What are people doing on your site? See which posts or pages are your best and worst, try to determine why. Look to decrease bounce rate through content improvement/better traffic sources 23
  • WHAT’S IMPORTANT: GOALS+ Goals can be • URL destination, e.g. “thank you page” for newsletter signup • Visit duration, e.g. > 30 seconds • Pages/Visit, e.g. > 2 pages/visit • Event, e.g. clicks on share button, Tweet button, or blog subscribe button+ Where do I set up goals? • Admin  Drill down into profile  Goals 24
  • WHAT’S IMPORTANT: GOALS/EVENT SET UP+ Goals can be: • Button clicks: pointing to internal (buy) or external (Tweet) • Link clicks: pointing to internal (buy) or external (Facebook page)+ How do I set up events? • Add code to the links on your site • More info: http://tinyurl.com/eventtracking101 (Search Engine Land article) 25
  • ADVANCED FOR MORE INVESTIGATION+ Internal site search tracking+ Enhanced link attribution for improved site overlay reporting+ Funnel reporting+ Content Experiments: A/B testing+ Multichannel Attribution+ eCommerce tracking 26
  • LEARN MORE+ Help Center: http://support.google.com/analytics/?hl=en+ GA Blog: http://analytics.blogspot.com/+ User Forum: http://groups.google.com/a/googleproductforums.com/forum/#!forum/analytics+ YouTube Channel: http://www.youtube.com/googleanalytics?hl=en+ Analytics IQ lessons: http://www.google.com/analytics/iq.html+ Retain an expert: http://groundsforpromotion.com or many others 27
  • Q/AClaim your seven custom GA report templates:+ Follow on LinkedIn: tinyurl.com/gfplinkedin+ Follow on Twitter: @GroundsforPromo+ Like at facebook.com/groundsforpromotion Then FB message the page, we’ll reply with your templates Jonathan Sackheim jonathan@groundsforpromotion.com 303.641.3204 @groundsforpromo @jonnysack facebook.com/groundsforpromotion