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Introduction to Google Analytics
 

Introduction to Google Analytics

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Google Analytics is the de facto, ultimate web analytics tool. It likely does much more than you might think it can do. ...

Google Analytics is the de facto, ultimate web analytics tool. It likely does much more than you might think it can do.

I gave this presentation to my Business Analytics colleagues at Perficient on 3/27/13. I found it to be a highly interactive, engaging conversation that gave a powerful introduction to what Google Analytics can do, without wandering too deeply into the weeds.

This presentation covers Google Analytics in broad strokes. It is designed to be intuitive and easily understood by all audiences, especially for business leaders.

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    Introduction to Google Analytics Introduction to Google Analytics Presentation Transcript

    • Google ANalytics AN INTRODUCTION JOSH LEQUIRE 3/27/13
    • INTRODUCTION TO GOOGLE ANALYTICSABout Google Analytics (Free)IS: AUTOMATED TRACKING, reporting, &visualization solely FOR WEB ANALYTICSNOT: DATA MANAGEMENT, VISUALIZATION, ORMODELING tool for anything else JOSH LEQUIRE 2 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSTHE OLD WAYHE useS statistics AS a drunkEN MAN uses lamppostS, for support rather than illumination.andrew lang JOSH LEQUIRE 3 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSthe new wayOPPORTUNITIES MULTIPLY AS THEY ARE SEIZED.SUN TZU JOSH LEQUIRE 4 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSUSE CASES Content eCommerce Goals (Funnel) Channel / ROI Optimization Tracking Tracking Tracking JOSH LEQUIRE 5 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSHOW To Use [Google] analytics “What gets measured, gets managed.”‣ objectives - Peter Drucker‣ metrics Sites and applications are dynamic objects that act as‣ results conduits to accomplish your business objectives.‣ Optimize Implication: use objective-driven, agile methods, not‣ (repeat) static waterfalls. GA is the tool that puts the rubber on the road. JOSH LEQUIRE 6 • 20
    • The GA GUIINTRODUCTION TO GOOGLE ANALYTICS JOSH LEQUIRE 7 • 20
    • THE BASICS
    • INTRODUCTION TO GOOGLE ANALYTICSAUDIENCE OverviewHow do your end users engage your site?Drill down to page and sections to understandwhat content frequency, recency, andengagement.Bonuses:‣ are your visitors mostly mobile? (if so and you’re not responsive yet, get on board)‣ what is the flow of navigation in your site? JOSH LEQUIRE 9 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSTRAFFIC SOURCESWhat drives traffic to your site?Direct ≈ user initiatedReferral ≈ link to your siteSearch ≈ organic + paid searchesMAJOR Bonuses:‣ Drill-down analytics (in all areas of GA)‣ Webmaster tools integration‣ Social (ROI)‣ AdWords integration (ROI) JOSH LEQUIRE 10 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSCONTENT OVERVIEWWhat content works? What doesn’t work?Focus on:Content ≈ drill down into pagesSite Speed ≈ user load times JOSH LEQUIRE 11 • 20
    • ADVANCED ANALYTICS
    • INTRODUCTION TO GOOGLE ANALYTICSGoal conversions JOSH LEQUIRE 13 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSecommerce Tracking Track critical metrics like: ‣ Product page conversion rates ‣ Per visit value ‣ Cart abandonment rates ‣ Total sales by channel ‣ Days / visits to purchase JOSH LEQUIRE 14 • 20
    • INTRODUCTION TO GOOGLE ANALYTICScontent experiments Don’t know which is your best page? Let the data speak for itself. JOSH LEQUIRE 15 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSMulti-channel funnels What channels are giving you the best ROI? JOSH LEQUIRE 16 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSdata accessGet access to your data any way you like it. ‣ DASHBOARDS ‣ CUSTOM REPORTING ‣ API JOSH LEQUIRE 17 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSSMART INTEGRATIONS Optimal for Google products, but GA A N A LY T I C S 3P SOFTWARE integrates well (usually through .js) with others. ADSENSE ADWORDS Google provides an exceptional knowledge- base for anything you need. JOSH LEQUIRE 18 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSImage + Conceptual Credits‣ BTW - these are also phenomenal sites for additional information on web analytics‣ All pictures not credited here are my own‣ Slide 5 ‣ Content optimization: http://www.portent.com/blog/analytics/google-analytics-website-optimization-tips.htm ‣ eCommerce Tracking: http://www.mequoda.com/articles/landing-pages/five-essential-elements-for-a-great-sales-letter-landing-page/ ‣ Goal (funnel) tracking: http://www.siliconbeachtraining.co.uk/blog/how-funnels-improve-your-goals/ ‣ Channel / ROI tracking: http://www.tomorrow-people.com/blog/bid/105795/What-s-The-True-Cost-of-Traditional-Advertising‣ Slide 13 (both) ‣ http://www.kaushik.net/avinash/web-analytics-101-definitions-goals-metrics-kpis-dimensions-targets/ ‣ PS - Avinash Kaushik is THE MAN for all things web analytics. I bow down to him. His content ROCKS.‣ Slide 14 ‣ http://www.techiemania.com/6-easy-actionable-seo-tips-to-supercharge-your-e-commerce-site.html‣ Slide 15 ‣ http://marketingland.com/google-analytics-content-experiments-12170‣ Slide 16 ‣ http://www.onbile.com/info/multi-channel-funnels-in-google-analytics/‣ Slide 17 ‣ http://www.tableausoftware.com/solutions/website-analytics JOSH LEQUIRE 19 • 20
    • INTRODUCTION TO GOOGLE ANALYTICSthank YOUnew projects and concepts is what makesus HAPPY. JOSH LEQUIRE 20 • 20