1. Making Analytics Work For You
Introduction to Google Analytics
By Kate Hamilton-Miller

2. Search Smart Marketing
• Mission
▫ Deliver superior client service and results by effectively integrating strategy,
project management, client service and technology.
• Search Engine Optimization (SEO)
• Paid Search Advertising
• Local Search Optimization
• Social Media Marketing
• Review Monitoring & Management
• Mobile Advertising & SEO
• Video Optimization
• Display/Banner Planning & Placement

3. Kate Hamilton-Miller
• Graphic Designer
• Started Digital Marketing, 2004
• Joined Search Smart in 2008
• Certifications
▫ Google
▫ Bing
▫ Social Media
• Memberships
▫ SEMPO
▫ National Association of Professional
Women (NAPW)
▫ Women Centric

4. What Is Analytics?
• Definition
▫ Analytics is the discovery and communication of
meaningful patterns in data
▫ Web analytics is the measurement, collection,
analysis and reporting of internet data for
purposes of understanding and optimizing web
usage
Source: Wikipedia

5. Types of Analytics
• Onsite
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▫
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Visitors
# of Pages Viewed
Time on Site
Popular Content
Common Exit Pages
Actions Completed
• Offsite
▫ Potential customer pool (search opportunity)
▫ Share of Voice (visibility)
▫ Commentary (reviews, social engagement)

6. Google Analytics 101
• Terminology
• Proper Set-up
• Top 5 Reports
• Turning Findings into Actions
• Recent Additions

7. Analytics Lingo
• Tracking Code
▫ JavaScript placed on each page of your site
• Tracking URL
▫ Web Address of the page on your site you want to
direct visitors to + relevant marketing info
• Campaign
▫ Marketing initiative; Email Blast; Paid Search Ads

8. Google Analytics Setup
• Free account
▫ www.google.com/analytics
• Link to AdWords
▫ Adwords.Google.com
• Webmaster Tools Integration
USE THE
SAME
LOGIN
ACROSS
ALL
GOOGLE
PRODUCTS
▫ www.google.com/webmasters/tools
• Define Goals and Conversion Funnels

9. Analytics Tracking – Tag Everything!
• What
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▫
▫
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Pay-Per-Click (CPC)
Email
Social Buttons, Posts
Display
• How
▫ AdWords Auto-Tagging
▫ Tracking URL Generator
 SEARCH: Google Analytics Tracking URL Builder
 http://support.google.com/analytics/answer/1033867?hl=en

10. AdWords Auto-Tagging
•
•
•
•
Login to AdWords
My Account > Preferences
Edit, Check Destination URL Auto-Tagging
Save Changes

11. AdWords Auto-Tagging

12. Reviewing Your Data – Report #1

13. Report #1 – Audience Overview
• Derive Meaning
▫ Compare Month1 vs. Month2
▫ Have visits increased? Decreased? Remained flat?
▫ Major shifts in bounce rate or new visitors?
• Take Action
▫ Are you aware of any recent changes in:
 Marketing activities
 PR coverage
 Offline events
▫ Move onto Traffic Sources to determine cause of
increase or decrease in visits

14. Report #2 – Traffic Sources
• What sites are delivering visitors to your website?
• Traffic Source Types
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Direct to Site
Organic Search
Paid Search
Referral
• Filter by Traffic Source type for consolidated data
• Referral sources include Social Media, PR & Blogs

15. Reviewing Your Data – Report #2

16. Reviewing Your Data – Report #3

17. Report #3 – Popular Site Content
• Derive Meaning
▫ What pages of your site are visitors drawn to?
▫ What pages do people visit, then immediately leave
your site?
• Take Action
▫ Popular Content
 Create more content of a similar nature
 Send relevant paid search traffic here
▫ High Bounce Rate
 Revise the text on the page
 Misleading keywords?
 Try a new layout

18. Reviewing Your Data – Report #4

19. Report #4 – Visitor Information
• Derive Meaning
▫ Where are most of your visitors located?
▫ Do they fall within your area of service?
• Take Action
▫ Increase advertising or sales activity in low
volume/high response areas
▫ Review paid search targeting settings if traffic is
coming from outside of your service area
▫ Remove any geographic references to areas you do not
serve that are mentioned on the website

20. Report #5 – Goal Conversions
• Online Purchase
▫ ecommerce
transaction
• Micro-Conversion
▫ Visits to Contact Us
• Downloads
▫ White Paper
▫ Brochure
• Site Engagement
▫ Pages per visits
▫ Time on site
• Contact Actions
▫ Form Submission
▫ Newsletter Sign-up
• Social Engagement
▫ Blog comment

21. Reviewing Your Data – Report #5

22. Reviewing Your Data – Report #5

23. Report #5 – Goal Conversions
• Derive Meaning
▫ What action(s) do you want people to take?
▫ Define GA Goal for that page URL
• Take Action
▫ Are your marketing efforts generating the desired
action(s)?
▫ Which efforts are performing best?
▫ Do under-performing campaigns have a clear call
to action?

24. Key Takeaways
• Proper Setup Ensures Maximum Data Collection
• Don’t Get Lost in the Details > Focus on Actionable
Information
• Recommended Reports
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Audience Overview
Traffic Sources
Popular Site Content
Visitor Information – Geographic Location
Goals/Conversion Performance

25. Want to Learn More?
Join Us June 19th
for an in-depth review of Google Analytics
▫ Actionable Reporting
▫ Measuring Marketing Initiatives
▫ Conversion Funnels
▫ Visitor Flows
▫ Advanced Segments
▫ Multi-Channel Attribution
▫ Real-Time Events & Widgets
▫ Customized Reports

26. Thank You!
Kate Hamilton-Miller
khamilton@isearchsmart.com
@KateHMiller
Additional Questions: Use #7WondersAnalytics
Search Smart Marketing
www.isearchsmart.com
@iSearchSmart
Facebook.com/SearchSmartMarketing