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Getting Involved in Your Analytics
@rachaelgerson
#searchchurch
@rachaelgerson #searchchurch
About
@rachaelgerson #searchchurch
About Laurel House
Laurel House is dedicated to
the vision of ending domestic
violence in eac...
@rachaelgerson #searchchurch
Lots of links
Will share presentation at the end
@rachaelgerson #searchchurch
Marketer versus Analyst
@rachaelgerson #searchchurch
Anyone disagree??
“We should analyze our data!”
@rachaelgerson #searchchurch
Marketers are all in the same boat
Know the promise of what data can do
Would love to know wh...
@rachaelgerson #searchchurch
The biggest problems
@rachaelgerson #searchchurch
The biggest problems
@rachaelgerson #searchchurch
My goal for today
Help you start
analyzing your
data
Set KPIs and goals
Action 1
Set KPIs & Goals
@tgwilson
Cover basic GA needs
Action 2
@rachaelgerson #searchchurch
Profiles
Filters
Set up the goals
Code setup & customization
Make sure basic GA needs are cov...
Create custom reports
Action 3
From scratch or use regular reports as the base
Set reports to email regularly
Action 4
Set reports to email regularly
Create dashboards
Action 5
Create dashboards
Create dashboards
bit.ly/justins-social-db
Create dashboards
Set up alerts
Action 6
@rachaelgerson #searchchurch
Real example
Set up alerts
Get notifications when site behavior changes
Sample alert recipes
Bounce Rate – is greater than x%
Visits – is less than 1
Sample alert recipes
Goal Conversions – Increase or Decrease
[x% or x] from previous day / week
Visits from [Medium, Sourc...
Take credit for your
marketing efforts
Action 7
@rachaelgerson #searchchurch
moz.com/blog/why-google-
analytics-tagging-matters-
whiteboard-friday
Tagging Matters
@rachaelgerson #searchchurch
“Tagging”
http://www.yoursite.com/?utm_source=google&utm_medium=ppc&utm_campaign=q1
Campaign ...
@rachaelgerson #searchchurch
Google’s URL builder
bit.ly/url-builder
@rachaelgerson #searchchurch
Quick tag with templates
bit.ly/chrome-url-builder
Utilize real-time reports for
testing
Action 8
Utilize real-time reports
Utilize real-time reports
Test campaign tagging
http://www.demo.com/?utm_source=twitter
&utm_medium=referral&utm_campaign=...
Don’t focus on keywords
Action 9
Keywords
@rachaelgerson #searchchurch
Don’t focus on organic search keywords
Keywords for me = Pie charts for Tim
@rachaelgerson #searchchurch
Don’t focus on organic search keywords
Look familiar?
@rachaelgerson #searchchurch
Instead?
Focus on landing pages
Evaluate acquisition reports
Action 10
@rachaelgerson #searchchurch
Evaluate acquisition reports
Source
Medium
Campaign
Landing pages
Evaluate by
behavior, not
j...
@rachaelgerson #searchchurch
Always dig deeper
Which Traffic Sources Convert Best?
% of Total Goal Completions
Watch your 404 pages
Action 11
Watch your 404 pages
Watch browsers & devices
Action 12
@rachaelgerson #searchchurch
Browsers & devices
Conversion & bounce rates by browsers
& versions
Conversion & bounce rates...
Get some help
Action 13
@rachaelgerson #searchchurch
Get some help
Idea from @michelejkiss
INTERNS!
@rachaelgerson #searchchurch
Turn the interns loose on your data
Watch the fun that
ensues
Follow the money
Action 14
@rachaelgerson #searchchurch
Follow the money
For everything we’ve talked about,
prioritize based on where your
marketing ...
Utilize community resources
Action 15
@rachaelgerson #searchchurch
GA Conversion University
google.com/analytics/iq.html
Options
@rachaelgerson #searchchurch
GA Setup Checklist
google.com/analytics/learn/setupchecklist.html
@rachaelgerson #searchchurch
GA Help
support.google.com/analytics
/
@rachaelgerson #searchchurch
GA Community Forum
productforums.google.com/forum/#!forum/analytics
@rachaelgerson #searchchurch
Analysis Exchange
webanalyticsdemystified.com/ae/
@rachaelgerson #searchchurch
Twitter
#measure
#googleanalytics
@rachaelgerson #searchchurch
Twitter – bit.ly/direct-wrong
@rachaelgerson #searchchurch
Philly WAW
webanalyticsdemystified.com/wednesday/list.asp?
event_city=Philadelphia
@rachaelgerson #searchchurch
Philly DAA
digitalanalyticsassociation.org/?page=chapter_philly
@phillyDAA
October 22, 2013 –...
@rachaelgerson #searchchurch
Get Involved
With the analytics community
With your own data
@rachaelgerson #searchchurch
Questions?
Thank you!
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#SearchChurch Presentation - August 15, 2013

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  • Search ChurchSEO, analyticsGA TC
  • Set it & forget it
  • Set it & forget it
  • Set them to email you / othersShare Cutroni dashboard
  • For each group / purpose, based on needs
  • Justin Cutroni dashboard
  • Set your dashboards to email the right people at the right times
  • Social triggersUse to test your campaign taggingSee how social or other marketing efforts are pushing traffic = know when to re-engage users w/ content
  • Depending on tagging, may need to use different settings.Set this up, then schedule it to email you!
  • Student, Mentor, Non-Profit Organization
  • Transcript of "#SearchChurch Presentation - August 15, 2013"

    1. 1. Getting Involved in Your Analytics @rachaelgerson #searchchurch
    2. 2. @rachaelgerson #searchchurch About
    3. 3. @rachaelgerson #searchchurch About Laurel House Laurel House is dedicated to the vision of ending domestic violence in each life, home, and community.
    4. 4. @rachaelgerson #searchchurch Lots of links Will share presentation at the end
    5. 5. @rachaelgerson #searchchurch Marketer versus Analyst
    6. 6. @rachaelgerson #searchchurch Anyone disagree?? “We should analyze our data!”
    7. 7. @rachaelgerson #searchchurch Marketers are all in the same boat Know the promise of what data can do Would love to know what’s happening on site Wants to make data-driven decisions Have a few big problems
    8. 8. @rachaelgerson #searchchurch The biggest problems
    9. 9. @rachaelgerson #searchchurch The biggest problems
    10. 10. @rachaelgerson #searchchurch My goal for today Help you start analyzing your data
    11. 11. Set KPIs and goals Action 1
    12. 12. Set KPIs & Goals @tgwilson
    13. 13. Cover basic GA needs Action 2
    14. 14. @rachaelgerson #searchchurch Profiles Filters Set up the goals Code setup & customization Make sure basic GA needs are covered
    15. 15. Create custom reports Action 3
    16. 16. From scratch or use regular reports as the base
    17. 17. Set reports to email regularly Action 4
    18. 18. Set reports to email regularly
    19. 19. Create dashboards Action 5
    20. 20. Create dashboards
    21. 21. Create dashboards bit.ly/justins-social-db
    22. 22. Create dashboards
    23. 23. Set up alerts Action 6
    24. 24. @rachaelgerson #searchchurch Real example
    25. 25. Set up alerts Get notifications when site behavior changes
    26. 26. Sample alert recipes Bounce Rate – is greater than x% Visits – is less than 1
    27. 27. Sample alert recipes Goal Conversions – Increase or Decrease [x% or x] from previous day / week Visits from [Medium, Source, Keyword, etc.] – Increase or Decrease [x% or x] from previous day / week
    28. 28. Take credit for your marketing efforts Action 7
    29. 29. @rachaelgerson #searchchurch moz.com/blog/why-google- analytics-tagging-matters- whiteboard-friday Tagging Matters
    30. 30. @rachaelgerson #searchchurch “Tagging” http://www.yoursite.com/?utm_source=google&utm_medium=ppc&utm_campaign=q1 Campaign Source Ex. Search engine, Newsletter name Campaign Name Name of promotion or campaign Campaign Source Ex. Email, Organic, Referral Bundle of resources on how to tag: bit.ly/how-to-tag
    31. 31. @rachaelgerson #searchchurch Google’s URL builder bit.ly/url-builder
    32. 32. @rachaelgerson #searchchurch Quick tag with templates bit.ly/chrome-url-builder
    33. 33. Utilize real-time reports for testing Action 8
    34. 34. Utilize real-time reports
    35. 35. Utilize real-time reports Test campaign tagging http://www.demo.com/?utm_source=twitter &utm_medium=referral&utm_campaign=test
    36. 36. Don’t focus on keywords Action 9 Keywords
    37. 37. @rachaelgerson #searchchurch Don’t focus on organic search keywords Keywords for me = Pie charts for Tim
    38. 38. @rachaelgerson #searchchurch Don’t focus on organic search keywords Look familiar?
    39. 39. @rachaelgerson #searchchurch Instead? Focus on landing pages
    40. 40. Evaluate acquisition reports Action 10
    41. 41. @rachaelgerson #searchchurch Evaluate acquisition reports Source Medium Campaign Landing pages Evaluate by behavior, not just visits!
    42. 42. @rachaelgerson #searchchurch Always dig deeper Which Traffic Sources Convert Best? % of Total Goal Completions
    43. 43. Watch your 404 pages Action 11
    44. 44. Watch your 404 pages
    45. 45. Watch browsers & devices Action 12
    46. 46. @rachaelgerson #searchchurch Browsers & devices Conversion & bounce rates by browsers & versions Conversion & bounce rates by devices Browsers as indicators of bad traffic
    47. 47. Get some help Action 13
    48. 48. @rachaelgerson #searchchurch Get some help Idea from @michelejkiss INTERNS!
    49. 49. @rachaelgerson #searchchurch Turn the interns loose on your data Watch the fun that ensues
    50. 50. Follow the money Action 14
    51. 51. @rachaelgerson #searchchurch Follow the money For everything we’ve talked about, prioritize based on where your marketing dollars are going.
    52. 52. Utilize community resources Action 15
    53. 53. @rachaelgerson #searchchurch GA Conversion University google.com/analytics/iq.html Options
    54. 54. @rachaelgerson #searchchurch GA Setup Checklist google.com/analytics/learn/setupchecklist.html
    55. 55. @rachaelgerson #searchchurch GA Help support.google.com/analytics /
    56. 56. @rachaelgerson #searchchurch GA Community Forum productforums.google.com/forum/#!forum/analytics
    57. 57. @rachaelgerson #searchchurch Analysis Exchange webanalyticsdemystified.com/ae/
    58. 58. @rachaelgerson #searchchurch Twitter #measure #googleanalytics
    59. 59. @rachaelgerson #searchchurch Twitter – bit.ly/direct-wrong
    60. 60. @rachaelgerson #searchchurch Philly WAW webanalyticsdemystified.com/wednesday/list.asp? event_city=Philadelphia
    61. 61. @rachaelgerson #searchchurch Philly DAA digitalanalyticsassociation.org/?page=chapter_philly @phillyDAA October 22, 2013 – Philly DAA Symposium Register now!! $25 for members, $75 for non-members
    62. 62. @rachaelgerson #searchchurch Get Involved With the analytics community With your own data
    63. 63. @rachaelgerson #searchchurch Questions? Thank you!

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