Intermediate Google Analytics<br />Caitlin Kaluza<br />Search Engine Marketing Manager <br />Schipul<br />@qcait | Slidesh...
Quick Recap<br />http://slideshare.net/qcait/intro-to-google-analytics<br />
Dashboard Definitions<br />Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate<br />
Visitors Tab<br />Average Schipul Client Mobile 5-7%<br />
Traffic Sources Tab<br />Healthy Search Engines Percent is 60% - 75%<br />
Keywords & Content<br />Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s te...
What We Will Cover<br />Email Notifications<br />Goal Setting and Goal Funnels<br />Creating Advanced Filters<br />Monitor...
Email Notifications<br />
Email Notifications<br />From any report, schedule email<br />Weekly, monthly, quarterly<br />Person who is emailed doesn’...
Example: YMCA Houston<br />/katy<br />/katy/staff<br />/katy/hours<br />Etc.<br />
Can go back and make changes as needed<br />
Create Custom Alerts<br />Daily, weekly, monthly<br />Intelligence tab<br />
Goal Setting and Goal Funnels<br />
Goal Set Up<br />Goals are located in Settings<br />Allowed 4 sets of 5<br />Three types:<br />URL Destination<br />Time o...
Funnel<br />
Funnel Reporting<br />
Goal Tab<br />
Advanced Filters<br />
Add Second Dimension<br />
For more Complex Reports, Try the  New Interface<br />
Campaign Monitoring<br />
Google URL Builder<br />Add tracking code to any URL to notify Google Analytics what campaign it came from<br />http://www...
Enter the URL of the page<br />Add the Source, Medium, and Name<br />Term and Content are optional <br />Click Submit<br /...
Example Sources:<br />google<br />newsletter<br />event<br />Example Medium:<br />cpc<br />banner<br />email<br />link<br ...
Example Scenario – Which Donate Button is Working?<br />For this site we added different tracking code for the red donate ...
Results<br />From Google Analytics, under Traffic Sources > Campaigns, we can view all of the Campaigns:<br />The Red Butt...
Which Reports should I be Worried About?<br />
Metrics<br />Visits<br />Compare month over month and year over year if possible<br />Be aware of seasonal trends<br />Vis...
Questions?<br />Caitlin Kaluza<br />Search Engine Marketing Manager<br />Schipul<br />@qcait | slideshare.net/qcait<br />
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Intermediate Google Analytics, Beyond the Basics

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Intermediate Google Analytics, Beyond the Basics

  1. 1. Intermediate Google Analytics<br />Caitlin Kaluza<br />Search Engine Marketing Manager <br />Schipul<br />@qcait | Slideshare.net/qcait<br />
  2. 2. Quick Recap<br />http://slideshare.net/qcait/intro-to-google-analytics<br />
  3. 3. Dashboard Definitions<br />Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate<br />
  4. 4. Visitors Tab<br />Average Schipul Client Mobile 5-7%<br />
  5. 5. Traffic Sources Tab<br />Healthy Search Engines Percent is 60% - 75%<br />
  6. 6. Keywords & Content<br />Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms<br />
  7. 7. What We Will Cover<br />Email Notifications<br />Goal Setting and Goal Funnels<br />Creating Advanced Filters<br />Monitoring Campaigns<br />
  8. 8. Email Notifications<br />
  9. 9. Email Notifications<br />From any report, schedule email<br />Weekly, monthly, quarterly<br />Person who is emailed doesn’t need Analytics access<br />
  10. 10. Example: YMCA Houston<br />/katy<br />/katy/staff<br />/katy/hours<br />Etc.<br />
  11. 11.
  12. 12. Can go back and make changes as needed<br />
  13. 13.
  14. 14. Create Custom Alerts<br />Daily, weekly, monthly<br />Intelligence tab<br />
  15. 15.
  16. 16. Goal Setting and Goal Funnels<br />
  17. 17. Goal Set Up<br />Goals are located in Settings<br />Allowed 4 sets of 5<br />Three types:<br />URL Destination<br />Time on Site<br />Pages/Visit<br />Adds a tab to all reports<br />
  18. 18.
  19. 19.
  20. 20. Funnel<br />
  21. 21. Funnel Reporting<br />
  22. 22. Goal Tab<br />
  23. 23. Advanced Filters<br />
  24. 24. Add Second Dimension<br />
  25. 25. For more Complex Reports, Try the New Interface<br />
  26. 26.
  27. 27.
  28. 28. Campaign Monitoring<br />
  29. 29. Google URL Builder<br />Add tracking code to any URL to notify Google Analytics what campaign it came from<br />http://www.google.com/support/analytics/bin/answer.py?answer=55578<br />
  30. 30. Enter the URL of the page<br />Add the Source, Medium, and Name<br />Term and Content are optional <br />Click Submit<br />URL will look like: http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link<br />
  31. 31. Example Sources:<br />google<br />newsletter<br />event<br />Example Medium:<br />cpc<br />banner<br />email<br />link<br />Example Name:<br />may2011newsletter<br />Annualconference2011<br />Come up with a system of how your Campaigns are labeled and keep it consistent<br />Term can be used to define the keyword, content can be used to differentiate one ad verses another.<br />
  32. 32. Example Scenario – Which Donate Button is Working?<br />For this site we added different tracking code for the red donate button vs. the donate link in the header<br />We set up each as a separate Campaign so we can view the success of one vs. the other.<br />
  33. 33. Results<br />From Google Analytics, under Traffic Sources > Campaigns, we can view all of the Campaigns:<br />The Red Button gets 4x the visits<br />
  34. 34. Which Reports should I be Worried About?<br />
  35. 35. Metrics<br />Visits<br />Compare month over month and year over year if possible<br />Be aware of seasonal trends<br />Visitors<br />Average pages per visit<br />Time on site<br />Bounce rate<br />Traffic Sources<br />Keywords – especially non-branded (exclude your name)<br />Visits from Search<br />Visits from Social Media, YouTube, etc.<br />Conversions<br />Online contact forms<br />Newsletter Sign Ups<br />Is your phone ringing?<br />
  36. 36. Questions?<br />Caitlin Kaluza<br />Search Engine Marketing Manager<br />Schipul<br />@qcait | slideshare.net/qcait<br />

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