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Google Analytics by Buckeye Interactive

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How is your website working for you? Learn the tools to analyze the flow of information and traffic on your site.

How is your website working for you? Learn the tools to analyze the flow of information and traffic on your site.

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  • 1. Agenda Sarah Davis1 Digital .StrategistYour Google Analytics .... ......2 @SDavis_ . . . . Defining your business ....... objectives3 . . . . . . . . . . . Measure your success with goals4 . . . . . . . . . . . Measure your marketing campaigns5 . . . . . . . . . . . Improve your results by analyzing traffic sources
  • 2. What is Google Analytics? ASarah Davis service offered by Google that generates detailed statistics about the visits to a website. The product is Digital Strategist aimed at marketers, as opposed to webmasters from @SDavis_ which the industry of web analytics originally grew. It is the most widely used website statistics service. Tracks visitors from all referrers, including organic search engines, display advertising, pay-per-click networks, e-mail marketing, and digital collateral (such as links within PDF documents).
  • 3. Provides Answers to Difficult ?’s Sarah Davis Digital Strategist @SDavis_
  • 4. Tracking Code <script type="text/javascript"> Sarah Davis   Digital Strategist || []; var _gaq = _gaq   _gaq.push([_setAccount, UA-XXXXX-Y]);   @SDavis_ _gaq.push([_trackPageview]);   (function() {     var ga = document.createElement(script); ga.type = text/ javascript; ga.async = true;     ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js;     var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s);   })(); </script>
  • 5. Defining Your Business Objectives Business Objective Sarah Davis Goal (Outcomes) Digital Ecommerce Strategist Sell Products @SDavis_ Lead Generation Contact info for sales prospects Content Publisher Show advertising to visitors Support Help customers solve problems Branding Drive awareness & engagement
  • 6. Common Micro ConversionsOnly 3% of your traffic will convert at your top goal. Sarah Davis Digital Strategist Share content via @SDavis_ Subscribe to Watch Video social media newsletter Use calculator/ Play games LiveChat payment estimator View special Add product to cart Customize Product content
  • 7. Conversion Process Sarah Davis Digital Strategist @SDavis_ New Visitors Micro Conversions Goal achieved Returning Customers
  • 8. Measure Your Success with GoalsStep 1:Davis Sarah Digital macro/micro conversions on your siteDefine Strategist @SDavis_- View a “Thank You” page- Sign up for your email list- Download a whitepaer- Make a purchase- View a video ........ all of which are conversions
  • 9. Step 2:Create a Conversion Goal in Analytics Sarah Davis Digital Strategist @SDavis_
  • 10. Step 2:Create a Conversion Goal in Analytics Sarah Davis Digital Strategist @SDavis_
  • 11. Step 3:Select the Goal Type Sarah Davis Digital Strategist @SDavis_
  • 12. Measuring Your Marketing Campaigns Sarah DavisLink tagging is the process of adding marketing Digital Strategistinformations to the URLs in your online @SDavis_marketing materials.
  • 13. Definitions for Campaign Tags Tags Davis Sarah Meaning Digital Strategist* Campaign . . . . . . . . . . . Name of your campaign @SDavis_* Medium ........... Channel (email, social, etc)* Source ........... Details about channel Keyword ........... Keyword from search Content ........... Ad variation*Required fields
  • 14. Measuring Your Marketing Campaigns Sarah DavisExample: Digital Strategist @SDavis_http://buckeyeinteractive.com/?utm_source=monthly%2Bnewsletter&utm_medium=email&utm_content=january&utm_campaign=clients%2Bonly
  • 15. Google URL Builder Sarah Davis Digital Strategist @SDavis_
  • 16. How It’s Displayed In Your Analytics Sarah Davis Digital Strategist @SDavis_
  • 17. Google Analytics Automatically Tags Direct Traffic: User typed in your URL Sarah Davis Digital Strategist Referral: Url in which User found your URL @SDavis_ and then came to your site Organic: Found your site in search results (also identifies keywords) Adwords: Pay-per-click Advertising
  • 18. Improve Your Results By AnalyzingYour Traffic: Measure KPI’sSarah DavisPageviewsDigital StrategistVisits@SDavis_Visitors (All or Unique)Bounce Rate (%)Avg. Time on SiteNew vs. ReturningTraffic SourceKeywords
  • 19. Traffic Sources > Sources > Campaigns Sarah Davis Digital Strategist @SDavis_
  • 20. Traffic Sources > Sources > Campaigns Sarah Davis Digital Strategist @SDavis_
  • 21. Drill Into Campaigns : Segment! Sarah Davis Digital Strategist @SDavis_
  • 22. Real-Time Data Sarah Davis Digital Strategist @SDavis_
  • 23. Other Worthwhile Data... Sarah Davis Digital Strategist @SDavis_
  • 24. Key Takeaways Sarah Davis Google Analytics tracking code installed Get 1 on your Digital Strategist website @SDavis_ Make sure you are tracking micro/macro 2 conversions with goals 3 Track ALL your marketing activities 4 Analyze traffic
  • 25. Thank You!More Questions? Get in touch!Sarah Davis(p) 614.289.7900(e) sarah@buckeyeinteractive.com(t) @SDavis_