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Intermediate Google Analytics, Beyond the Basics

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  • 1. Intermediate Google Analytics
    Caitlin Kaluza
    Search Engine Marketing Manager
    Schipul
    @qcait | Slideshare.net/qcait
  • 2. Quick Recap
    http://slideshare.net/qcait/intro-to-google-analytics
  • 3. Dashboard Definitions
    Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate
  • 4. Visitors Tab
    Average Schipul Client Mobile 5-7%
  • 5. Traffic Sources Tab
    Healthy Search Engines Percent is 60% - 75%
  • 6. Keywords & Content
    Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms
  • 7. What We Will Cover
    Email Notifications
    Goal Setting and Goal Funnels
    Creating Advanced Filters
    Monitoring Campaigns
  • 8. Email Notifications
  • 9. Email Notifications
    From any report, schedule email
    Weekly, monthly, quarterly
    Person who is emailed doesn’t need Analytics access
  • 10. Example: YMCA Houston
    /katy
    /katy/staff
    /katy/hours
    Etc.
  • 11.
  • 12. Can go back and make changes as needed
  • 13.
  • 14. Create Custom Alerts
    Daily, weekly, monthly
    Intelligence tab
  • 15.
  • 16. Goal Setting and Goal Funnels
  • 17. 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
  • 18.
  • 19.
  • 20. Funnel
  • 21. Funnel Reporting
  • 22. Goal Tab
  • 23. Advanced Filters
  • 24. Add Second Dimension
  • 25. For more Complex Reports, Try the New Interface
  • 26.
  • 27.
  • 28. Campaign Monitoring
  • 29. 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
  • 30. 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
  • 31. 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.
  • 32. 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.
  • 33. Results
    From Google Analytics, under Traffic Sources > Campaigns, we can view all of the Campaigns:
    The Red Button gets 4x the visits
  • 34. Which Reports should I be Worried About?
  • 35. 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?
  • 36. Questions?
    Caitlin Kaluza
    Search Engine Marketing Manager
    Schipul
    @qcait | slideshare.net/qcait