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Intermediate Google Analytics, Beyond the Basics
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Intermediate Google Analytics, Beyond the Basics

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    Intermediate Google Analytics, Beyond the Basics Intermediate Google Analytics, Beyond the Basics Presentation Transcript

    • 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