Intro to Google Analytics

Intro to Google Analytics
Caitlin Kaluza
Search Engine Marketing Manager
Schipul – The Web Marketing Company
@qcait | ckaluza@schipul.com

“You can’t manage what you don’t measure”
Peter Drucker

Using Analytics to Make Decisions

Today We’ll Go Over
Getting Started with Google Analytics
Visitors
Traffic Sources
Content
Updates and news
Resources

Getting Started

Why Google Analytics?
Free (requires a Google Account)
Helps you measure
Data from Google
Access – can add user or admin access to other Google Users
Easy reporting and exports

Set Up
Requires a Google Account
Add code on every page, in header

How Does it Work?
Google tracks every time Javascript code is loaded
Updates about once an hour

Using a CMS?
Google Analytics for Wordpress
Google Analytics for Drupal

Getting Started

Single Account

Walkthrough
Hands on Google Analytics

Dashboard

Look for Trends

Dashboard

Add Any Report to Dashboard
Or schedule email

Visitors Tab
Who are these people?

Map Overlay

Business Question: Which markets do we need to focus our online efforts on?

Visitor Trending by Day

Loyalty, Recency

Tech Specs – Browsers, Operating Systems, Service Providers, Mobile

Business Questions
Do we need a mobile site? Most Schipul clients hover around 5-7%
Android or iPhone app? Which is more popular for your audience

28% of cell phones are smart phones
Source: Nielsen November 2010
http://bit.ly/nielsenmobile

Traffic Sources
Where is traffic coming from?

Traffic Sources
Healthy Search Engines percent is around 60% -75%
Will depend on your business

Traffic Sources

Business Question: Are our Social Media profiles on Twitter/ Facebook/ LinkedIn generating leads?

Keywords
Be sure to exclude brand words to see “non-branded keywords”

Business Question: What opportunities are there for new content?
Surprise keywords that are “sticking”
Misspellings and laymen’s terms

Content

Intro to Google Analytics

by Caitlin Kaluza on May 24, 2011

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