Google Analytics for Marketers and Dummies

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http://www.pointit.com - This presentation covers the basics of Google Analytics. Whether you're a marketer or a Website owner, you'll find everything you need to know about Google Analytics here.

http://www.pointit.com - This presentation covers the basics of Google Analytics. Whether you're a marketer or a Website owner, you'll find everything you need to know about Google Analytics here.

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  • 1. Google AnalyticsFor Marketers and Dummies Frank Coyle – President Shadrack Scott – Sr. Client Manager October 28th, 2009
  • 2. About Point It Presentation Agenda• Launched in April 2002• Seattle’s largest independent search marketing firm• PPC & SEO• 12 team members, 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  • 3. Your Pressing Agenda Presentation Questions• What are funnels and how do you use them?• What data is important and what’s not?• What can you do with this data?• How can I track banners, Facebook ads, Local Search, etc. with Google Analytics?
  • 4. Agenda Presentation Agenda• Goals and funnels• Reports & taking action• Advanced techniques• Q&A
  • 5. Understand, Optimize, Improve • Yahoo, Google, Bing SEO • Paid, Organic, Referral, PPC Local Search Direct • Email marketing • Social media Sales or Leads
  • 6. Presentation Funnels Conversion Agenda Traffic Lead Gen eCommerceQuote Webinars Whitepaper Purchase
  • 7. Presentation Agenda Multiple Funnels PPC Lead Gen eCommerceQuote Webinars Whitepaper Purchase
  • 8. Presentation Agenda Setting Up a Goal
  • 9. Google Analytics Funnel
  • 10. Reports• Improve ROI• Increase converting traffic• Exclude non-converting traffic• Look at goal conversion rates• Put metrics in context by comparing data• Track Organic traffic Page 12
  • 11. Report 1: Compare Traffic
  • 12. Report 1: Compare Goals
  • 13. Report 2: Keywords
  • 14. Report 3: States
  • 15. Report 4: Landing Pages
  • 16. Report 5: Ad Performance Page 18
  • 17. Advanced Google Analytics• Segmentation• Form field tracking• Tracking downloads videos, etc• Local search and banner tracking• Ecommerce Page 19
  • 18. Advanced Segments Page 20
  • 19. Custom Segmentation
  • 20. Form Field Drop Off
  • 21. Tracking PDF Downloads & Videos• GA allows tracking of events: – Downloads, Clicks, PDFs, Flash, outbound links, Videos• These are not pages. No GA tracking code!• For PDFs, clicks, use: – Use _.Trackpageview • Treats the action as a pageview• Example: – Want users to download maps.pdf <a href="http://www.example.com/files/map.pdf" onClick="javascript: pageTracker._trackPageview(/downloads/map); ">
  • 22. Banner Ad, Local Search Tracking • Want to put a tracking string in the URL of your local listing • Use GA’s URL with unique tracking string
  • 23. URL Builderhttp://www.frankspiano.com/?utm_source=google&utm_medium=maps&utm_content=seattle&utm_campaign=Local
  • 24. Ecommerce• Installing • Turning it on • Tracking code • pageTracker._addTrans() & pageTracker._addItem()• 3rd Party Shopping Carts • Order Id; Total • Order Id; SKU; price; quantity• Reports
  • 25. Ecommerce
  • 26. Ecommerce
  • 27. Ecommerce
  • 28. Q&AFrank: frankc@pointit.comShad: shadracks@pointit.com