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.

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Google Analytics for Marketers and Dummies

  1. 1. Google AnalyticsFor Marketers and Dummies Frank Coyle – President Shadrack Scott – Sr. Client Manager October 28th, 2009
  2. 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. 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. 4. Agenda Presentation Agenda• Goals and funnels• Reports & taking action• Advanced techniques• Q&A
  5. 5. Understand, Optimize, Improve • Yahoo, Google, Bing SEO • Paid, Organic, Referral, PPC Local Search Direct • Email marketing • Social media Sales or Leads
  6. 6. Presentation Funnels Conversion Agenda Traffic Lead Gen eCommerceQuote Webinars Whitepaper Purchase
  7. 7. Presentation Agenda Multiple Funnels PPC Lead Gen eCommerceQuote Webinars Whitepaper Purchase
  8. 8. Presentation Agenda Setting Up a Goal
  9. 9. Google Analytics Funnel
  10. 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. 11. Report 1: Compare Traffic
  12. 12. Report 1: Compare Goals
  13. 13. Report 2: Keywords
  14. 14. Report 3: States
  15. 15. Report 4: Landing Pages
  16. 16. Report 5: Ad Performance Page 18
  17. 17. Advanced Google Analytics• Segmentation• Form field tracking• Tracking downloads videos, etc• Local search and banner tracking• Ecommerce Page 19
  18. 18. Advanced Segments Page 20
  19. 19. Custom Segmentation
  20. 20. Form Field Drop Off
  21. 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. 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. 23. URL Builderhttp://www.frankspiano.com/?utm_source=google&utm_medium=maps&utm_content=seattle&utm_campaign=Local
  24. 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. 25. Ecommerce
  26. 26. Ecommerce
  27. 27. Ecommerce
  28. 28. Q&AFrank: frankc@pointit.comShad: shadracks@pointit.com

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