Intro to Google Analytics<br />Caitlin Kaluza<br />Search Engine Marketing Manager<br />Schipul – The Web Marketing Compan...
“You can’t manage what you don’t measure”<br />Peter Drucker<br />
Using Analytics to Make Decisions<br />
Today We’ll Go Over<br />Getting Started with Google Analytics<br />Visitors<br />Traffic Sources<br />Content<br />Update...
Getting Started<br />
Why Google Analytics?<br />Free (requires a Google Account)<br />Helps you measure<br />Data from Google<br />Access – can...
Set Up<br />Requires a Google Account<br />Add code on every page, in header<br />
How Does it Work?<br />Google tracks every time Javascript code is loaded<br />Updates about once an hour<br />
Using a CMS?<br />Google Analytics for Wordpress<br />Google Analytics for Drupal<br />
Getting Started<br />
Single Account<br />
Single Account<br />
Walkthrough<br />Hands on Google Analytics<br />
Dashboard<br />
Look for Trends<br />
Dashboard<br />
Add Any Report to Dashboard<br />Or schedule email<br />
Visitors Tab<br />Who are these people?<br />
Map Overlay<br />
Business Question: Which markets do we need to focus our online efforts on?<br />
Visitor Trending by Day<br />
Loyalty, Recency<br />
Tech Specs – Browsers, Operating Systems, Service Providers, Mobile<br />
Business Questions<br />Do we need a mobile site? Most Schipul clients hover around 5-7%<br />Android or iPhone app? Which...
28% of cell phones are smart phones<br />Source: Nielsen November 2010<br />http://bit.ly/nielsenmobile<br />
Traffic Sources<br />Where is traffic coming from?<br />
Traffic Sources<br />Healthy Search Engines percent is around 60% -75%<br />Will depend on your business<br />
Traffic Sources<br />
Business Question: Are our Social Media profiles on Twitter/ Facebook/ LinkedIn generating leads?<br />
Keywords<br />Be sure to exclude brand words to see “non-branded keywords”<br />
Business Question: What opportunities are there for new content?<br /><ul><li>Surprise keywords that are “sticking”
Misspellings and laymen’s terms</li></li></ul><li>Content<br />
Top Content<br />
Top Landing Pages & Exit Pages<br />
Is our Local Content resonating with Local Visitors?<br />
Goals<br />
Set up Goals in Account Settings<br />
What Metrics are Most Important?<br />
Metrics<br />Visits<br />Compare month over month and year over year if possible<br />Be aware of seasonal trends<br />Tra...
New stuff<br />
March 17 – Google Analytics Beta<br />Redesigned interface<br />Multiple dashboards<br />Event Goals<br />More powerful cu...
Resources<br />
Resources<br />TheSEMBlog.com<br />Schipul.com/training – free web marketing training<br />Google Analytics getting starte...
Questions?<br />Caitlin Kaluza<br />Search Engine Marketing Manager<br />Schipul – The Web Marketing Company<br />@qcait |...
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Intro to Google Analytics

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Transcript of "Intro to Google Analytics"

  1. 1. Intro to Google Analytics<br />Caitlin Kaluza<br />Search Engine Marketing Manager<br />Schipul – The Web Marketing Company<br />@qcait | ckaluza@schipul.com<br />
  2. 2. “You can’t manage what you don’t measure”<br />Peter Drucker<br />
  3. 3. Using Analytics to Make Decisions<br />
  4. 4. Today We’ll Go Over<br />Getting Started with Google Analytics<br />Visitors<br />Traffic Sources<br />Content<br />Updates and news<br />Resources<br />
  5. 5. Getting Started<br />
  6. 6. Why Google Analytics?<br />Free (requires a Google Account)<br />Helps you measure<br />Data from Google<br />Access – can add user or admin access to other Google Users<br />Easy reporting and exports<br />
  7. 7. Set Up<br />Requires a Google Account<br />Add code on every page, in header<br />
  8. 8. How Does it Work?<br />Google tracks every time Javascript code is loaded<br />Updates about once an hour<br />
  9. 9. Using a CMS?<br />Google Analytics for Wordpress<br />Google Analytics for Drupal<br />
  10. 10. Getting Started<br />
  11. 11. Single Account<br />
  12. 12. Single Account<br />
  13. 13. Walkthrough<br />Hands on Google Analytics<br />
  14. 14. Dashboard<br />
  15. 15. Look for Trends<br />
  16. 16. Dashboard<br />
  17. 17. Add Any Report to Dashboard<br />Or schedule email<br />
  18. 18. Visitors Tab<br />Who are these people?<br />
  19. 19. Map Overlay<br />
  20. 20. Business Question: Which markets do we need to focus our online efforts on?<br />
  21. 21. Visitor Trending by Day<br />
  22. 22. Loyalty, Recency<br />
  23. 23. Tech Specs – Browsers, Operating Systems, Service Providers, Mobile<br />
  24. 24. Business Questions<br />Do we need a mobile site? Most Schipul clients hover around 5-7%<br />Android or iPhone app? Which is more popular for your audience<br />
  25. 25. 28% of cell phones are smart phones<br />Source: Nielsen November 2010<br />http://bit.ly/nielsenmobile<br />
  26. 26. Traffic Sources<br />Where is traffic coming from?<br />
  27. 27. Traffic Sources<br />Healthy Search Engines percent is around 60% -75%<br />Will depend on your business<br />
  28. 28. Traffic Sources<br />
  29. 29. Business Question: Are our Social Media profiles on Twitter/ Facebook/ LinkedIn generating leads?<br />
  30. 30. Keywords<br />Be sure to exclude brand words to see “non-branded keywords”<br />
  31. 31. Business Question: What opportunities are there for new content?<br /><ul><li>Surprise keywords that are “sticking”
  32. 32. Misspellings and laymen’s terms</li></li></ul><li>Content<br />
  33. 33. Top Content<br />
  34. 34. Top Landing Pages & Exit Pages<br />
  35. 35. Is our Local Content resonating with Local Visitors?<br />
  36. 36. Goals<br />
  37. 37.
  38. 38. Set up Goals in Account Settings<br />
  39. 39. What Metrics are Most Important?<br />
  40. 40. Metrics<br />Visits<br />Compare month over month and year over year if possible<br />Be aware of seasonal trends<br />Traffic Sources<br />Keywords – both all and non-branded<br />Visitors<br />Average pages per visit<br />Time on site<br />Bounce rate<br />
  41. 41. New stuff<br />
  42. 42. March 17 – Google Analytics Beta<br />Redesigned interface<br />Multiple dashboards<br />Event Goals<br />More powerful custom reports<br />
  43. 43.
  44. 44.
  45. 45.
  46. 46. Resources<br />
  47. 47. Resources<br />TheSEMBlog.com<br />Schipul.com/training – free web marketing training<br />Google Analytics getting started guide - www.google.com/support/analytics/bin/topic.py?topic=19779<br />
  48. 48. Questions?<br />Caitlin Kaluza<br />Search Engine Marketing Manager<br />Schipul – The Web Marketing Company<br />@qcait | ckaluza@schipul.com<br />

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