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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
    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

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