Google analytics & social media monitoring


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Online presence is becoming a significant part of all our businesses. However, tracking where your enquiries are coming from can be difficult and time consuming. Google Analytics helps you to understand how many visitors your website is receiving, what areas of your website are performing best and if you are actually achieving a return on investment.

This seminar will give you an insight into some of the tools for measuring the effectiveness of your website and Social Media presence. We will cover some theory and concepts but focus on practical advice to provide you with better ways to measure your successes. Hopefully, this will in turn enable you to identify any opportunities you are missing and increase the effectiveness of your website compared with your competitors.

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Google analytics & social media monitoring

  1. 1. Google Analytics & Social Media Monitoring Jeremy Coates / @phpcodemonkey@magma_digital
  2. 2. Who am I? ๏ Jeremy Coates, MD at Magma Digital Ltd ๏ Social Media Guru of the Year 2012 ๏ @phpcodemonkey ๏ ๏
  3. 3. @magma_digital
  4. 4. What is Google Analytics? One of the most powerful tools for measuring your sites performance. In the words of Google: “ It gives you powerful insights and statistics about your website traffic and marketing effectiveness.@magma_digital
  5. 5. What Does Google Analytics Do? You can monitor: ๏ Visitor numbers ๏ Where they come from ๏ How they found you ๏ What they looked at ๏ How long they stayed ๏ If they stuck around@magma_digital 5 of 46
  6. 6. What Does Google Analytics Do? (cont.) ๏ Website traffic ๏ Conversions (how many achieve your set goals) ๏ Adwords Performance ๏ E-Commerce@magma_digital
  7. 7. What Do You Need to Know? ๏ Key metrics ๏ SME benchmarks ๏ Comparing & changing time frame ๏ Other metrics ๏ Customising Google Analytics ๏ Real-time analytics ๏ Social media monitoring@magma_digital
  8. 8. Key Metrics ๏ No. of unique visitors ๏ Traffic sources ๏ Bounce rate ๏ Pages per visit ๏ Average visit duration ๏ Mobile vs desktop ๏ New vs returning visitors@magma_digital
  9. 9. Unique Visitors ๏ First time visitors within a set time frame or specific campaign ๏ Unduplicated ๏ _utma cookie is the unique identifier@magma_digital
  10. 10. Traffic Sources ๏ Source - The referral origin ๏ Medium - Type of referral ๏ Keyword - The words searched by visitors ๏ Campaign - Name referring to AdWords campaign@magma_digital 10 of 46
  11. 11. Traffic Sources: Source Sources: ๏ Google (name of search engine) ๏ Facebook (name of social media or other website) ๏ Direct (typed your URL or had your site bookmarked) ๏ Spring_newsletter (your newsletter)@magma_digital
  12. 12. Traffic Sources: Medium Mediums: ๏ Organic (unpaid google search) ๏ CPC (cost per click i.e. paid search) ๏ Referral ๏ Email (custom medium example) ๏ None (direct URL)@magma_digital
  13. 13. Traffic Sources: Keyword ๏ Keyword that visitors have searched on a search engine to reach your site ๏ This is true for both paid and non paid ๏ (not provided) is the default value for any visitor signed- in to a Google account@magma_digital
  14. 14. Traffic Sources: Campaign ๏ The name of your AdWords campaign ๏ A custom campaign you are running@magma_digital
  15. 15. Bounce Rate ๏ % of visits that entered your site and left straight away ๏ Calculated as a single-page view in a session or visit@magma_digital 15 of 46
  16. 16. High Bounce Rate ๏ Visitors might leave your site due to a bad site design or usability issues ๏ Or they might leave because they have all the answers they need@magma_digital
  17. 17. Bounce Situations ๏ A user clicks on a link onto your site sent by a friend, reads the information on the page and closes the browser ๏ A user comes directly to a reference page on your site from a web search, leaves the page open in their browser, completes other tasks and the session times out@magma_digital
  18. 18. High Bounce Rate: Single Page Sites ๏ If your site is a single page site Google Analytics won’t register multiple page views. This will give you a high bounce rate@magma_digital
  19. 19. High Bounce Rate: Tracking Code ๏ If you’re seeing a high bounce rate from a multiple-page site, check to see if you have added your tracking code to every page ๏ If all pages contain the tracking code and you still have a high bounce rate, try redesigning your entrance page or optimising those pages to match your top keywords@magma_digital
  20. 20. Pages Per Visit ๏ The average number of pages viewed per visit to your site ๏ Repeated views of a single page is counted@magma_digital 20 of 46
  21. 21. Visit Duration ๏ The length of time an average visitor stays on your site ๏ The longer they stay the more valuable your information is to them ๏ But, you may not want them to stay too long as they may be struggling to find what they are looking for@magma_digital
  22. 22. New vs. Returning Visitors ๏ This shows the difference between new visitors and returning ones ๏ You are a new visitor if you have never been on a site with your tablet or phone (until now) even if you have visited on your PC before (unless youre logged in to Google)@magma_digital
  23. 23. Mobile vs. Desktop ๏ Improving your user experience ๏ Is your site attracting large amounts of tablet or mobile users but giving you a high bounce rate because it is not optimised for mobile / tablet?@magma_digital
  24. 24. SME Benchmarks SME Average Take Action Pages / visit 4.5 1.5 Bounce rate 42.500% 65.00% Visit duration 5:23 1:11 Goal Conversion 1.1500% 0.5600% (for e-commerce)@magma_digital
  25. 25. Comparing & Changing Time Frames ๏ Google Analytics maintains at least 25 months of historical date (from date set up) ๏ View reports for any date range ๏ Compare a date range to another@magma_digital 25 of 46
  26. 26. Date Range ๏ Today: Data available for the current calendar date up until time of selection ๏ Yesterday: Data from the previous calendar date ๏ Last Week: Data for Sunday through Saturday of the previous calendar week ๏ Last Month: Data for the first to last day of the previous calendar month@magma_digital
  27. 27. Custom Date Range ๏ Single Date: Click a date on the calendar ๏ Specific Week: Click the first and last day of the week ๏ Custom Range: Click the desired start dates followed by the end date ๏ Comparing: Select the ‘compare to past’ checkbox then use the controls as above to set the past date range@magma_digital
  28. 28. Other Metrics ๏ Browser ๏ Country / Territory ๏ Frequency vs. Recency ๏ Keywords ๏ Site speed ๏ In-page analytics ๏ Real-time analytics@magma_digital
  29. 29. Browser ๏ You need to have a general idea which browsers your audience prefers ๏ Ensure you choose a data range of around 12 months@magma_digital
  30. 30. Country / Territory ๏ If you are targeting visitors from other countries, how well does your content translate? ๏ Is there a possibility you are offending potential customers?@magma_digital 30 of 46
  31. 31. Frequency vs. Recency ๏ Found in the behaviour section ๏ The level of user interest in your site ๏ How frequently visitors return to your site within a time frame (once, twice, ten times etc) ๏ How many days go by before they return to your site (once a week or once a month etc) ๏ Zero days in their recency shows they are back everyday@magma_digital
  32. 32. Keywords One of the most important reports ๏ Gives insight into words and phrases that search engines have associated with your content and have been used to find your site ๏ Helps you ensure your top keywords are the ones you want to be associated with@magma_digital
  33. 33. Site Speed ๏ This measures page load time (latency): how quickly your pages load in different browsers, geographic areas etc ๏ The higher the page load time the more likely you are to have a high bounce rate as people are getting more and more impatient@magma_digital
  34. 34. In-page Analytics ๏ Enables you to give a visual assessment of how users interact with your website pages ๏ Available under content > standard reporting@magma_digital
  35. 35. Real-time Analytics ๏ Real-time allows you to monitor visitor activity as it happens on your site.@magma_digital 35 of 46
  36. 36. Customising Google Analytics ๏ You can create custom reports which help you find the most relevant information for your site on one simple dashboard@magma_digital
  37. 37. Google Spiders ๏ These crawl your website to allow you to appear on search engines ๏ These spiders or bots index your website in order to bring up the most relevant results for any given key word or phrase@magma_digital
  38. 38. Link Back ๏ Pingback: is an acknowledgement. This acknowledgment is sent via a network signal (a ping) from the originating site to the receiving site ๏ Trackback: is similar to a pingback but does not require a link from the originating site ๏ Refback: is a normal referring link, how the web works!@magma_digital
  39. 39. Sitemaps ๏ Creating a sitemap helps search engines crawl your site and categorise better ๏ Google webmaster tools can easily create and verify a sitemap for you and some CMS sites can also easily create one for you through built-in tools@magma_digital
  40. 40. Website Statistics ๏ If your website is built on a Content Management System (CMS) you have the ability to check their statistics against Google Analytics ๏ Many keywords that are set to “(not provided)” on google analytics may be found from the CMS statistics@magma_digital 40 of 46
  41. 41. Social Media Monitoring ๏ Data hub • Is it for you? • What does it mean?@magma_digital
  42. 42. ๏ is a URL shortener that can be used in many different places to help monitor your traffic. This includes social media platforms, your website, newsletters etc@magma_digital
  43. 43. Social Media Monitoring ๏ social media monitoring tools include: • Bundles • Viewing stats on any link • sharers • social media clients@magma_digital
  44. 44. Facebook Insights ๏ Insights provide measurements on your pages performance. ๏ Find anonymous demographic data about your audience and see how people are discovering and responding to your posts@magma_digital
  45. 45. Linkedin ๏ Profile vs. Page ๏ Product / Services ๏ Insights@magma_digital 45 of 46
  46. 46. Now Get Measuring... ๏ Jeremy Coates, MD at Magma Digital Ltd ๏ Social Media Guru of the Year 2012 ๏ @phpcodemonkey ๏ Downl ๏ Slides oad Here !