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    De Paul2011 Seminar G Av3 De Paul2011 Seminar G Av3 Presentation Transcript

    • Full-service online + interactive marketing firmWeb Analytics: Measuring your Website EffectivenessPresented to: DePaul University4/25/2011
    • About Marcel Media Marcel Media is full service interactive marketing agency specializing in Search Engine Marketing (SEM). We partner with organizations to provide creative and customized marketing solutions such as Social Media, Interactive Facebook Applications, Search Engine Optimization (SEO), Conversion Optimization, Website Development and Web Analytics. @marcelmedia Facebook.com/marcelmedia www.marcelmedia.com/blog4/25/2011 3 2 3
    • About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Chicago-based, interactive, marketing firm specializing in Search Engine Marketing. Beginning her career in 1997 with companies including AOL and Classified Ventures, Kelly’s achievements include serving as the first woman president of the Chicago Entrepreneurs’ Organization, instructing at the University of @kfcutler Chicago and DePaul University, and speaking on industry topics across the country. /in/kellycutler4/25/2011 3
    • Agenda • About Marcel Media • About Kelly Cutler Intro • Intro to Interactive Media • Intro to Google Analytics Google • Getting Started: Basic Training • Setting up your Dashboard Analytics: • Analytics Overview The Basics • Analyzing Traffic, Visitors, and Content • Defining Goals & Tracking Conversion Goals & • Creating Goals & Conversion Funnels Conversions • Automatic & Custom Reports • Advanced Segments4/25/2011 4
    • What is Interactive MarketingInteractive Marketing is a collaboration of a variety of methods andtechniques related to online marketing. Such as, Search Engine Marketing,Search Engine Optimization, Pay-Per-Click Advertising, Social Media,Website Development, Website Analysis and Online Media.4/25/2011 5
    • Google Analytics: Getting Started4/25/2011 6
    • What is Google Analytics:Google Analytics is a free, web-based, page-tagging analyticssolution. • By adding analytics to a website, you can view and learn valuable information about your website, such as referring traffic and keywords searched to land on your site About the tool: •Colorful •Clean reports •Clear labels •Fully customizable •Easy campaign creation •Advanced capabilities4/25/2011 7
    • Google Analytics: CapabilitiesWhat Analytics Can Do:• Filter out internal traffic• Track across multiple domains• Easy tagging for all online marketing (including email signatures)• Track e-commerce• Set defined goals• Track outbound links, PDF downloads and form submissions• Add cookie data to forms via Google Analytics tracking cookie• Set up tracking funnels and watch abandonment points4/25/2011 8
    • Getting StartedFirst Steps:1. Sign up for a Google Account.2. Get the Tracking Code from Google.3. Put the Tracking Code on your site.4. Make sure Google confirms you did it right.Signing up for Google Account1. You can sign up at www.google.com/analytics2. Google will then ask you for the site you wish to track as well as some basic contact information.3. Once this is complete Google will take you to your New Tracking Code.4/25/2011 9
    • Google Tracking CodeAdding the code toyour site:1. Copy the code that Google provides.2. If you have FTP access to alter content on your site, adding code is a simple thing.3. If using flat HTML pages, you will need to go through each page that you want tracked on your server and add the code before the ending Body tag of <BODY>.4/25/2011 10
    • Google Analytics InstallationHTTP Coding: Place above </head> for advanced trackingHere’s what the actual HTTP code looks like: <script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src=" + gaJsHost + "google- analytics.com/ga.js type=text/javascript%3E%3C/script%3E"));</script><script type="text/javascript">try {var pageTracker = _gat._getTracker("UA-233062-1");pageTracker._setDomainName(".ncsasports.org"); pageTracker._setAllowLinker(true);pageTracker._trackPageview();} catch(err) {}</script> The code should go on every page to be tracked. 11
    • Installing Analytics Code to WordPressThere are 3 ways to install Google Analytics to WordPress: Direct Paste,functions.php, and plugins.Direct Paste:Copy the code that you received and paste it in your theme’s footer.php rightabove the </body> tag.Functions Method:Add the following code in your theme’s functions.php file and don’t forget topast your Analytics code here. . 12
    • Installing Code to WordPressPlugins Method:There are tons of plugins available to add Google Analytics to your site. The two thatwe recommend are:• http://wordpress.org/extend/plugins/google-analytics-for-wordpress/• http://wordpress.org/extend/plugins/google-analyticator/Once you have installed Google Analytics in your site, you can go back to the screen from Step 6 and click Save and Finish. Then you will be taken to the overview of your site’s analytics. . 13
    • Google Analytics: Dashboard The Dashboard is your gateway to all the information about your site.• Customize dashboards by user• Change Dates• Compare Dates• Month, week, and day views• One click export and email reports• Over 30,000 possible reports out of the box 4/25/2011 14
    • Customizing your DashboardUnderstanding the Sidebar• Dashboard: Use this to get back to your main Dashboard• Visitors: Use this to find out more information about the visitors to your site• Traffic Sources: Use this to find out where your visitors are coming from so you can adjust Ads• Content: Use this to find out about your content, what’s working, what’s not, etc.• Goals: Use this to set goals to see how well your site is measuring up to what you want it to be doing4/25/2011 15
    • Customizing your DashboardAdding, Removing and Adjusting Reports on your DashboardAdding Reports: Using the sidebar, choose the section and report you want.Click the “Add to Dashboard” button, on the top left corner of the browser.Removing Reports: On your main Dashboard screen, scroll down to the reportyou want to remove. Click the “X” in the upper right corner.Changing Placement of Reports: Drag and drop reports where you want themonce they have been added to your Dashboard.4/25/2011 16
    • Google Analytics: Key Performance Indicators1. Pages per Visit: Average number of pages viewed during a visit to your site - repeated views of a single page are counted2. Average Time on Site: Average duration of a visit to your site3. % New Visits: Percentage of visits by people who had never visited your site before4. Bounce Rate: Percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Over 60% is below is standard. 40%-60% is ideal. Below 40% is optimal.4/25/2011 17
    • Tips for Leveraging Google Analytics1. Search engines report – paid/non-paid: This report shows Search Engine referral traffic in two forms: paid and non-paid traffic.2. Tagging: Add customized tags to your online marketing campaigns to manipulate the cookie values of visitors to your website.3. Filters: Ensure the data does not include internal or irrelevant information. Filters can exclude visitors from either Domains or Static IP addresses.4/25/2011 18
    • Analyzing Traffic SourcesDirect Traffic: Comes from people that type your website address directlyin the browser or click on a bookmarkReferral Traffic: Traffic sent from other websites. This means that you havea link on another website, or you post a link or an article on another website.Search Engine Traffic: Traffic that your website receives from searchengines. Here you can see the non-paid traffic or paid traffic. If you pay fora service like Paid Search knowing what paid keywords sent you traffic andwhat was the bounce rate, could be useful.4/25/2011 19
    • Analyzing Visitors • In the graph below, you can see that this site has 87 Unique Visitors, but 138 visits. This means that a good portion of our site traffic is repeat traffic. • If your strategy is to build an online community or retain repeat customers, then repeat visitors is good news.4/25/2011 20
    • Analyzing ContentThe Content report is helpful to learn what content on your site is viewed themost. On this report, you can see various URLs on your site and the number oftimes it has been viewed.What else can you learn from the Content Report?• How visitors entered the site• What page visitors left the site on• What pages were the most popularWhy is this useful?•Insight on how to keep users on your site longer•Highlight a call to action such as, filling out a contact forms or signing up for a newsletter4/25/2011 21
    • GoalsUnderstanding Goals in Google Analytics Business Visitor Success Objective Action Measure Complete Contact Generate Leads Form_submitted.html FormCommonExamples Drive Loyalty Sign up for Newsletter Subscription_confirmed.ht ml Drive Revenue Complete a Purchase Thankyou.html Raise Awareness Whitepaper Download a Download_redirect.html4/25/2011 22
    • Creating GoalsStep 1: Enter Goal InformationGoal Name:Make it obvious so that you know what it refers toActive Goal:Set to on for goal information to be collectedGoal Type:This is usually the default of the URL destination, such as the thank you page4/25/2011 23
    • Creating GoalsStep 2: Goal Details (most important)Match Type: This tells analytics to record a goal for a condition when the pageviewed by the visitor matches your goal URL.Goal URL: For a “thank you page” this will be the web address of the landing page.Case Sensitive: Best to avoid this option as it can exclude some pages.Goal Value: This should be the total revenue generated by form submission dividedby the number of submissions.4/25/2011 24
    • Creating Goals & Tracking ConversionsStep 3: Tracking ConversionsConversion Funnel:Is the path a customer takes fromentering your site through thecheckout process and finally theend goal being the purchase orsignup confirmation page.4/25/2011 25
    • Conversion Funnel OverviewWhen you have new registrations, and analytics updates, you will be ableto see your stats using the “Defined Funnel Navigation” report.4/25/2011 26
    • E-Commerce TrackingAnalytics E-Commerce Reporting: With E-Commerce tracking, each users transactioninformation is sent to the Google Analytics database as it occurs. Analytics can thenlink a specific referral source to a conversion or purchase.Items that can be tracked:• Product purchased• Sales revenue• Conversion Rate• Number of times people visited your site before purchasingStep 1: Enable e-commerce reportsStep 2: Add Google Analyticstracking code to receipt pageStep 3: Add e-commerce code intoyour basic analytics tracking code4/25/2011 27
    • Example of Google Analytics E-Commerce Tracking Code4/25/2011 28
    • Setting up Automatic ReportsOnce youre viewing the report you would like to have emailed toyou:1. Select the "email" button located above and towards the right of the trending graph (Trending graph being the big graph at the top of all the reports).2. This will bring you to the "Setup Email page".3. From there select the "schedule" tab, youll then have the option to schedule the report for delivery daily, weekly, monthly or quarterly.4/25/2011 29
    • Custom Reports: FiltersFilters are used to customize your analytics reports and clean up and define your data.You can use the filter manager to create new filters.2 Types of Filters: • Predefined Filters • Exclude all traffic from a domain • Exclude all traffic from an IP Address (usually company traffic) • Include only traffic to a sub directory • Custom Filters (3 main parts) • Filter types (6 different types are available in analytics) • Filter field • Filter PatternBest Practice: Always maintain one unfiltered profile.Once data passes through a filter it can not be reprocessed.4/25/2011 30
    • Custom Filters: Filter TypesExclude & IncludeThese are usually used to filter out traffic from a particular state or country • Exclude: If the pattern matches, the hit is thrown away • Include: If the pattern doesn’t match, the hit is thrown awayLowercase & UppercaseDo not require a filter pattern, just a filter field. They are very useful for consolidating line itemsin a report • Lowercase/Uppercase: Converts the field into all lowercase or uppercase charactersSearch & ReplaceReplace one piece of data with another. Often used to replace long URL strings with shorter URLstrings that is easier to read and identify in reports. • Search/Replace: Search for a pattern within a field and replace it with something else.Advanced • Construct a field from one or two other fields (Ex: append hostname to request URI)4/25/2011 31
    • Filter Manager: Screen Shot4/25/2011 32
    • Tagging CampaignsAdd customized tags to your online marketing campaigns to manipulatethe cookie values of visitors to your website.Every URL Tag needs the following items:• Campaign Source (utm_source)• Campaign Medium (utm_medium)• Campaign Term (utm_term)• Campaign Content (utm_content)• Campaign Name (utm_campaign)Example:http://www.example.com/?utm_source=searchengine&utm_medium=cpc&utm_campaign=CampaignName&utm_content=AdGroup&utm_term=keyword 4/25/2011 33
    • Advanced SegmentsAdvanced Segments :allow you to analyze subsets of your traffic that include visitsthat only specific set of criteria i.e. visits from a certain geographic regionsAdvanced Segments vs. Filters • Advanced segments can be applied to historical data; filter profiles will only filter traffic moving forward. • Advanced segments are available across all profiles; filter profiles is only useful for a specific web property • Compare up to 4 advanced segments at once; filter profiles can only be viewed one at a time • Advanced segments are easier to create then a filtered profile • If you want to permanently affect the data show i.e. only see CPC data, use a filtered profile4/25/2011 34
    • Advanced Segments: Screen Shot4/25/2011 35
    • Google Analytics: Part II4/25/2011 36
    • Google Analytics AnnotationsThe annotations feature allows users to make comments on graphs regarding eventsspecific to that day. Annotations are notes attached to a specific date.• Click the tab below the graph to add a new annotation or see other annotations that have been entered.• Enter a note into the text area and next to “visibility” choose private or shared.• Then any user with access to the profile can see it and are automatically tagged to the profile that created it.4/25/2011 37
    • Annotation Screenshot4/25/2011 38
    • Google Custom AlertsAutomatic Alerts:Google Analytics has an Intelligence Engine that monitors your traffic andposts alerts when it sees an anomaly.Custom Alerts:Custom alerts lets you add on to automatic alerts, and tells Google to watchout for specific things like monitoring and managing campaigns. If you arerunning a campaign to a certain landing page, you can monitor the metrics ofthat landing page (such as bounce rates, weekly revenue, new visitors) thatcan be emailed to you either daily or weekly.• Under Dashboard, click on Intelligence.• You can import or copy in custom alerts, and share with colleagues.4/25/2011 39
    • Google Alerts Tutorial Video http://www.youtube.com/user/googleanalytics?blend=1&ob=5#p/u/16/SXLeInXYt0Q4/25/2011 40
    • In-Page AnalyticsIn-Page Analytics: is a tool (currently in Beta) that allows you to take yourGoogle Analytics data and look at it in the context of your webpage. Thishelps you to visualize reports.• Access In-Page Analytics from “Content Reports” in Google Analytics• The bubbles you see represent the percentage of clicks, on the page, that went to the specified link• When the bubble has a dotted outline, it means there is more than one link to the same page (i.e. headline and picture both link to the same page)• The report can be noisy: the tool allows you to filter out low performing metrics (or content with low link percentages) so you can see the most significant links on the page.4/25/2011 41
    • In-Page Analytics Cont.• You can use advanced segments with in-page analytics to understand how a segment of traffic interacts with a page (which can be applied through the dropdown)• Also shows top demographics (language/country) and top technical attributes (operating system/screen resolution)• Use filters within in-page analytics to filter traffic to show any visitor that came in using a specific keyword, such as “t-shirts”• Choose filter by “keyword” from the drop down, then in the value start typing in the keyword you’re interested in and analytics will suggest keywords that the page received traffic from so that you can auto-select as well• You can use the data for continued optimization and landing pages4/25/2011 42
    • In-Page Analytics Tutorial Video http://www.youtube.com/user/googleanalytics?blend=1&ob=5#p/u/11/Nl8GW3M_2h04/25/2011 43
    • Take a 15 minute break4/25/2011 44
    • Key Resources & Experts4/25/2011 45
    • Key Resources & Experts: Matt Cutts Matt Cutts joined Google in 2000 as a Software Engineer and is currently head of Google’s Webspam team. His blog advises the public on how to get better visibility in Google as well as webmaster issues in general.http://www.mattcutts.com/blog/4/25/2011 46
    • Key Resources & Experts: Avinash Kaushik Avinash Kaushik is the best selling author of Web Analytics: An Hour A Day. He is the Analytics Evangelist for Google and the Co- Founder and CEO for Market Motive, an Internet Marketing Online Certification Site. Hishttp://www.kaushik.net/avinash/ blog Occam’s Razor is a great resource for Web Analytics and Reporting.4/25/2011 47
    • Key Resources & Experts: Seth Godin Seth Godin has written thirteen best selling books that have been translated into over 30 languages. Majority of his writing is on Marketing and Leadership. His blog is quite possible the most popular in the worldhttp://www.sethgodin.com/ written by a single individual. He blogs on everything from internet to brand marketing and everything in between.4/25/2011 48
    • Key Resources & Experts: Search Engine Landwww.SearchEngineLand.com is a great resource for newsand information about search engine marketing,optimization and how search engines such as Google,Yahoo, Microsoft Live.com and Ask.com work forsearchers.Search Engine Land offers in-depth “How to” articles togive you better understanding of all things Search EngineMarketing.4/25/2011 49
    • Key Resources & Experts: HubSpotwww.HubSpot.com is an Internet Marketing site witheverything from blogs to webinars to help you betterunderstand Search Engine Optimization, Paid SearchAdvertising, Social Media, SEO Tools, and actual CaseStudies so that you can see the resources in action.4/25/2011 50
    • Key Resources & Experts: Website Graderwww.websitegrader.com This awesome site walks you through your site analysis to see how your website is doing. •Does it have SEO problems? •How popular is it in Social Media? You can find out all those answers and more with their Web Analysis Tool.4/25/2011 51
    • Website Grader Exercise: Content SummaryBelow is a summary for www.target.com. Type in a site URL that you would like to analyze. Onceentered, it will take you to that specific site’s summary.In the Content Summary you will get the basic run down of the site content and content attached toyour site. This will tell you if the site has a blog attached as well as how many content pages areindexed by the search engines.4/25/2011 52
    • Website Grader Exercise: Image SummaryBelow is a screenshot of the image summary. Here you can see how many images arefound and how many of those images are missing ALT text.4/25/2011 53
    • Website Grader Exercise: Conversion SummaryThe goal for most companies especially this one is quality leads and customers. Theonly way people can come to your site and become a customer is through conversionforms.In this Conversion Summary, you will learn if your site has a conversion form availableas well as an RSS Feed to let people know when knew content has been added orupdated on your site or blog.4/25/2011 54
    • Let’s try it!4/25/2011 55
    • Advanced Tools4/25/2011 56
    • CompeteCompete www.compete.com:Compete provides digital insight and data into onlinemarketing and consumer behavior, as well as access to avariety of solutions that help measure the an organizationsonline advertising campaigns.Analytics ToolsSearch Analytics-Enter a site or a category; get a list of keywords referring traffic to it or Enter a keyword; geta list of sites it refers traffic to.Referral Analytics-Enter a site or a category; get a list of other sites referring traffic to it, or Enter a site or acategory; get a list of other sites getting traffic from it.Ranked Lists –Allows you to see the top ranked websites on the Internet4/25/2011 57
    • QuantcastQuantcast - www.quantcast.comA media measurement tool that gives you key insight into your onlineaudience and helps companies find and reach their target market.Their tools enable the direct-measurement of traffic and audiencecharacteristics, empowering both publishers and marketers to operate in amore connected and transparent way throughout strategy, buying, selling andevaluation phases of a campaign.4/25/2011 58
    • Quantcast Insights4/25/2011 59
    • NielsenNielsen - www.nielsen.comA recognized global leader in research, ratings, and data for all types of media. Nielsenprovides reports containing information and metrics on consumer behavior, their clientsreceive up to date data that highlights what consumers watch and buy to better helpcompanies target their marketing and advertising campaigns.Nielsens blog, nielsenwire, is a great resource that highlight latest industry news andtop stories http://blog.nielsen.com/nielsenwire/.The Nielsen Company measures activity and engagement at every consumertouchpoint – from TV screens to smartphones, from viral videos to shopping carts.What they measure: • Retail • T.V. • Online • Mobile • Cross Platform • Radio • Consumer Confidence4/25/2011 60
    • Google Insights4/25/2011 61
    • Google Website Optimizer4/25/2011 62
    • Google Keyword Tool: sktoolwww.google.com/sktoolThis tool will help you discover new keywords you maybe missing out onbased upon the search query data from your website or your competitor’swebsites.4/25/2011 63
    • Google Keyword Tool: Using SktoolWhen we typed in our URL of the site we wanted a keyword list for, thesample keyword list will appear like this.4/25/2011 64
    • Google Webmaster ToolsGoogle Webmaster Tools is a no-charge web service by Google forwebmasters. It allows webmasters to check indexing status and optimizevisibility of their websites.It has tools that let the webmasters:•Submit and check a sitemap•Check and set the crawl rate, and view statistics about how Googlebot accesses aparticular site•Generate and check a robots.txt file. It also helps to discover pages that are blocked inrobots.txt by chance.4/25/2011 65
    • Google Webmaster Tools (con’t)•List internal and external pages that link to the site•See what keyword searches on Google led to the site being listed in the SERPs, and theclick through rates of such listings•View statistics about how Google indexes the site, and any errors•Set a preferred domain4/25/2011 66
    • Questions? Homework!4/25/2011 67
    • Thank you! Kelly Cutler kelly@marcelmedia.com Twitter: @kfcutler Linked in: /in/kellycutler4/25/2011 68