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

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  • 1. Intermediate Google Analytics<br />Caitlin Kaluza<br />Search Engine Marketing Manager <br />Schipul<br />@qcait | Slideshare.net/qcait<br />
  • 2. Quick Recap<br />http://slideshare.net/qcait/intro-to-google-analytics<br />
  • 3. Dashboard Definitions<br />Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate<br />
  • 4. Visitors Tab<br />Average Schipul Client Mobile 5-7%<br />
  • 5. Traffic Sources Tab<br />Healthy Search Engines Percent is 60% - 75%<br />
  • 6. Keywords & Content<br />Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms<br />
  • 7. What We Will Cover<br />Email Notifications<br />Goal Setting and Goal Funnels<br />Creating Advanced Filters<br />Monitoring Campaigns<br />
  • 8. Email Notifications<br />
  • 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. Example: YMCA Houston<br />/katy<br />/katy/staff<br />/katy/hours<br />Etc.<br />
  • 11.
  • 12. Can go back and make changes as needed<br />
  • 13.
  • 14. Create Custom Alerts<br />Daily, weekly, monthly<br />Intelligence tab<br />
  • 15.
  • 16. Goal Setting and Goal Funnels<br />
  • 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.
  • 19.
  • 20. Funnel<br />
  • 21. Funnel Reporting<br />
  • 22. Goal Tab<br />
  • 23. Advanced Filters<br />
  • 24. Add Second Dimension<br />
  • 25. For more Complex Reports, Try the New Interface<br />
  • 26.
  • 27.
  • 28. Campaign Monitoring<br />
  • 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. 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. 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. 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. 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. Which Reports should I be Worried About?<br />
  • 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. Questions?<br />Caitlin Kaluza<br />Search Engine Marketing Manager<br />Schipul<br />@qcait | slideshare.net/qcait<br />

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