Intermediate Google Analytics, Beyond the Basics

Intermediate Google Analytics
Caitlin Kaluza
Search Engine Marketing Manager
Schipul
@qcait | Slideshare.net/qcait

Quick Recap
http://slideshare.net/qcait/intro-to-google-analytics

Dashboard Definitions
Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate

Visitors Tab
Average Schipul Client Mobile 5-7%

Traffic Sources Tab
Healthy Search Engines Percent is 60% - 75%

Keywords & Content
Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms

What We Will Cover
Email Notifications
Goal Setting and Goal Funnels
Creating Advanced Filters
Monitoring Campaigns

Email Notifications

Email Notifications
From any report, schedule email
Weekly, monthly, quarterly
Person who is emailed doesn’t need Analytics access

Example: YMCA Houston
/katy
/katy/staff
/katy/hours
Etc.

Can go back and make changes as needed

Create Custom Alerts
Daily, weekly, monthly
Intelligence tab

Goal Setting and Goal Funnels

Goal Set Up
Goals are located in Settings
Allowed 4 sets of 5
Three types:
URL Destination
Time on Site
Pages/Visit
Adds a tab to all reports

Funnel

Funnel Reporting

Goal Tab

Advanced Filters

Add Second Dimension

For more Complex Reports, Try the New Interface

Campaign Monitoring

Google URL Builder
Add tracking code to any URL to notify Google Analytics what campaign it came from
http://www.google.com/support/analytics/bin/answer.py?answer=55578

Enter the URL of the page
Add the Source, Medium, and Name
Term and Content are optional
Click Submit
URL will look like: http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link

Example Sources:
google
newsletter
event
Example Medium:
cpc
banner
email
link
Example Name:
may2011newsletter
Annualconference2011
Come up with a system of how your Campaigns are labeled and keep it consistent
Term can be used to define the keyword, content can be used to differentiate one ad verses another.

Example Scenario – Which Donate Button is Working?
For this site we added different tracking code for the red donate button vs. the donate link in the header
We set up each as a separate Campaign so we can view the success of one vs. the other.

Results
From Google Analytics, under Traffic Sources > Campaigns, we can view all of the Campaigns:
The Red Button gets 4x the visits

Which Reports should I be Worried About?

Metrics
Visits
Compare month over month and year over year if possible
Be aware of seasonal trends
Visitors
Average pages per visit
Time on site
Bounce rate
Traffic Sources
Keywords – especially non-branded (exclude your name)
Visits from Search
Visits from Social Media, YouTube, etc.
Conversions
Online contact forms
Newsletter Sign Ups
Is your phone ringing?

Questions?
Caitlin Kaluza
Search Engine Marketing Manager
Schipul
@qcait | slideshare.net/qcait

Intermediate Google Analytics, Beyond the Basics

by Caitlin Kaluza

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