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Intro to Google Analytics Intro to Google Analytics Presentation Transcript

  • 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
  • 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
  • Top Content
  • Top Landing Pages & Exit Pages
  • Is our Local Content resonating with Local Visitors?
  • Goals
  • Set up Goals in Account Settings
  • What Metrics are Most Important?
  • Metrics
    Visits
    Compare month over month and year over year if possible
    Be aware of seasonal trends
    Traffic Sources
    Keywords – both all and non-branded
    Visitors
    Average pages per visit
    Time on site
    Bounce rate
  • New stuff
  • March 17 – Google Analytics Beta
    Redesigned interface
    Multiple dashboards
    Event Goals
    More powerful custom reports
  • Resources
  • Resources
    TheSEMBlog.com
    Schipul.com/training – free web marketing training
    Google Analytics getting started guide - www.google.com/support/analytics/bin/topic.py?topic=19779
  • Questions?
    Caitlin Kaluza
    Search Engine Marketing Manager
    Schipul – The Web Marketing Company
    @qcait | ckaluza@schipul.com