Google Analytics                Effectively Tracking Your Campaigns                                     Presented by: Joe ...
Web Analytics• Latest Features of Google Analytics• Core Analytics Concepts• Optimization & Communication Based on  Analyt...
Quick Credentials• 12 Years of Pure SEO / SEM• Yahoo Strategic Provider Program• MSN Search Council• MCT – Microsoft Certi...
Web Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                                           ...
Real Time AnalyticsWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                        ...
Real Time AnalyticsWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                        ...
Real Time AnalyticsWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                        ...
Intelligence ReportsWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                       ...
Linking Multiple Adwords AccountsWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive          ...
Linking Multiple Adwords AccountsWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive          ...
Async SnippetWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                              ...
Async SnippetWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                              ...
SEO ReportingWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                              ...
SEO ReportingWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                              ...
Secure Search• Nov 2011 – Google Secure Search Obscures Search Query In  Analytics• Supposed to Only Effect 10%• Already E...
Customized DashboardsWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                      ...
Social SearchWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                              ...
Social Search• http://code.google.com/apis/analytics/docs/tracking/gaTrackingS  ocial.html• _gaq.push([_trackSocial, netwo...
Web Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                                           ...
Core Analytics Concepts• Bounce Rate• Key Performance Indicators (KPIs)   – New vs. Returning   – Pages per Visit   – Amou...
Offline Media Tracking / Call Tracking• Vanity URLs   – 301 Redirect With Source Tracking• Call Tracking Solutions   – Mon...
Our PromoID Solution - Offline & OnlineSales TrackingWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem I...
Our PromoID Solution - Offline & OnlineSales Tracking• var _gaq = _gaq || []; _gaq.push([_setAccount, UA-XXXXXXX-  ‘X]); _...
Our PromoID Solution - Offline & OnlineSales TrackingWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem I...
Web Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                                           ...
Optimizing Based On Analytics• Set Of Reports For Client MeetingsWeb Analytics – Effectively Tracking Your Campaigns   © 2...
Organic Search Traffic 2011 vs. 2010Web Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive       ...
Organic Search Traffic 2011 vs. 2010Web Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive       ...
SEO KPIs• Organic Search Growth 2011 vs. 2010   – Google – 32%   – Bing – 50%   – Yahoo – 30%• Amount of Traffic   – 201,0...
Google Analytics – City TrackingCity           Sept 2011 Searches Sept 2010 Searches % Change Sept 2011 Keywords Sept 2010...
Google Analytics - LimitationsWeb Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive             ...
More Optimizing Based On Analytics•   Properly Setup Goals / E-commerce•   Properly Code Analytics For Channel Tracking•  ...
Web Analytics Best Practices• Security – BE VERY CAREFUL• Annotations – Record Major Events• Weekly Reporting• Monthly Rep...
Troubleshooting Assistance!Web Analytics – Effectively Tracking Your Campaigns   © 2012 Tandem Interactive                ...
Top Secret Slide! No Tweets! No Blogs!• Google Analytics Segments -> Near Future Google Adwords  Retargeting Method   – Ti...
Analytics Homework• Make New Analytics Version Your Default• Check That Adwords Is Properly Linked• Link Google Webmaster ...
Pubcon Paradise, February 12-14, 2012                               20% Discount Code:jl-3856020Web Analytics – Effectivel...
Thank You!Tandem Team – We are the Mover of Websites!  Chris Rodman – PPC  Sara Ayala - PPC  Mona Cohen - SEO Copywriter  ...
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FDMA: Google Analytics

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Florida Direct Marketing Association’s January 19th Event: Joe Laratro’s Presentation on Google Analytics: Effectively Tracking Your Marketing

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FDMA: Google Analytics

  1. 1. Google Analytics Effectively Tracking Your Campaigns Presented by: Joe Laratro President, Tandem InteractiveWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 1
  2. 2. Web Analytics• Latest Features of Google Analytics• Core Analytics Concepts• Optimization & Communication Based on Analytics• Analytics Homework• Top Secret SlideWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 2
  3. 3. Quick Credentials• 12 Years of Pure SEO / SEM• Yahoo Strategic Provider Program• MSN Search Council• MCT – Microsoft Certified Trainer• Author of the DMA’s Natural SEO Module• SEOClass Professor• WebmasterWorld’s Pubcon Advisory Board• University of San Francisco’s Online Marketing Master’s Certificate Program• Former President of SFIMAWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 3
  4. 4. Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 4
  5. 5. Real Time AnalyticsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 5
  6. 6. Real Time AnalyticsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 6
  7. 7. Real Time AnalyticsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 7
  8. 8. Intelligence ReportsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 8
  9. 9. Linking Multiple Adwords AccountsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 9
  10. 10. Linking Multiple Adwords AccountsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 10
  11. 11. Async SnippetWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 11
  12. 12. Async SnippetWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 12
  13. 13. SEO ReportingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 13
  14. 14. SEO ReportingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 14
  15. 15. Secure Search• Nov 2011 – Google Secure Search Obscures Search Query In Analytics• Supposed to Only Effect 10%• Already Effecting Over 20%• Dreaded (not provided)• With Google+ Adoption This Is Only Going To Get WorseWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 15
  16. 16. Customized DashboardsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 16
  17. 17. Social SearchWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 17
  18. 18. Social Search• http://code.google.com/apis/analytics/docs/tracking/gaTrackingS ocial.html• _gaq.push([_trackSocial, network, socialAction, opt_target, opt_pagePath]);• FB Like Code:• FB.Event.subscribe(edge.create, function(targetUrl) { _gaq.push([_trackSocial, facebook, like, targetUrl]); });Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 18
  19. 19. Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 19
  20. 20. Core Analytics Concepts• Bounce Rate• Key Performance Indicators (KPIs) – New vs. Returning – Pages per Visit – Amount of Organic Keyword Referrals ** Argh ** – Amount of Organic Traffic• Tracking URLs – http://www.joe.com/?utm_source=FDMA&utm_medium=PR EZO&utm_campaign=1-19-12Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 20
  21. 21. Offline Media Tracking / Call Tracking• Vanity URLs – 301 Redirect With Source Tracking• Call Tracking Solutions – Mongoose Metrics – If By Phone – Who’s Calling – Marchex• Custom Solutions – Limitless – Total Protect ConceptWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 21
  22. 22. Our PromoID Solution - Offline & OnlineSales TrackingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 22
  23. 23. Our PromoID Solution - Offline & OnlineSales Tracking• var _gaq = _gaq || []; _gaq.push([_setAccount, UA-XXXXXXX- ‘X]); _gaq.push([_setDomainName, .totalprotect.com]); _gaq.push([_trackPageview]); (function() { var ga = document.createElement(script); ga.type = text/javascript; ga.async = true; ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ga.js; var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s); })();• _gaq.push([_setCustomVar,1,13623,00000, 1]);Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 23
  24. 24. Our PromoID Solution - Offline & OnlineSales TrackingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 24
  25. 25. Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 25
  26. 26. Optimizing Based On Analytics• Set Of Reports For Client MeetingsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 26
  27. 27. Organic Search Traffic 2011 vs. 2010Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 27
  28. 28. Organic Search Traffic 2011 vs. 2010Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 28
  29. 29. SEO KPIs• Organic Search Growth 2011 vs. 2010 – Google – 32% – Bing – 50% – Yahoo – 30%• Amount of Traffic – 201,080 vs. 151,317• Amount of Keywords – 51,277 vs. 37,402Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 29
  30. 30. Google Analytics – City TrackingCity Sept 2011 Searches Sept 2010 Searches % Change Sept 2011 Keywords Sept 2010 Keywords % Change Sept 2011 Referrals Sept 2010 Referals % ChangeAtlanta 349 78 347% 200 70 186% 17 9 89%Austin 206 99 108% 123 66 86% 12 17 -29%Baton Rouge 52 15 247% 42 15 180% 9 4 125%Birmingham 210 182 15% 121 82 48% 11 9 22%Boise 151 91 66% 72 57 26% 8 2 300%Charlotte 359 414 -13% 140 146 -4% 16 23 -30%Chicago 99 57 74% 64 46 39% 19 14 36%Cincinnati 292 217 35% 152 99 54% 10 7 43%Columbus 56 0 0% 41 0 0% 8 0 0%Connecticut 98 49 100% 86 46 87% 12 11 9%Corpus Christi 82 42 95% 48 31 55% 5 12 -58%Dallas 462 185 150% 302 117 158% 18 16 13%Denver 347 412 -16% 175 161 9% 15 7 114%Fort Myers 110 25 340% 77 25 208% 5 4 25%City Sept 2011 Searches Aug 2011 Searches % Change Sept 2011 Keywords Aug 2011 Keywords % Change Sept 2011 Referrals Aug 2011 Referals % ChangeAtlanta 349 448 -22% 200 251 -20% 17 26 -35%Austin 206 328 -37% 123 188 -35% 12 13 -8%Baton Rouge 52 93 -44% 42 72 -42% 9 12 -25%Birmingham 210 308 -32% 121 140 -14% 11 14 -21%Boise 151 163 -7% 72 70 3% 8 6 33%Charlotte 359 229 57% 140 114 23% 16 22 -27%Chicago 99 116 -15% 64 74 -14% 19 15 27%Cincinnati 292 442 -34% 152 196 -22% 10 14 -29%Columbus 56 59 -5% 41 37 11% 8 19 -58%Connecticut 98 151 -35% 86 122 -30% 12 8 50%Corpus Christi 82 98 -16% 48 63 -24% 5 8 -38%Dallas 462 566 -18% 302 300 1% 18 23 -22%Denver 347 393 -12% 175 179 -2% 15 14 7%Fort Myers 110 124 -11% 77 99 -22% 5 8 -38% Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 30
  31. 31. Google Analytics - LimitationsWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 31
  32. 32. More Optimizing Based On Analytics• Properly Setup Goals / E-commerce• Properly Code Analytics For Channel Tracking• Utilize Conversion Data For Other Channel Optimization• Examine Other Dimensions Of Conversions• Customize Reports For Audience• Customize Reports For Need (Leads + Cost)• Use Advanced Features Of GA – Filters, Segments, Custom Variables, Event TrackingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 32
  33. 33. Web Analytics Best Practices• Security – BE VERY CAREFUL• Annotations – Record Major Events• Weekly Reporting• Monthly ReportingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 33
  34. 34. Troubleshooting Assistance!Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 34
  35. 35. Top Secret Slide! No Tweets! No Blogs!• Google Analytics Segments -> Near Future Google Adwords Retargeting Method – Time On Site – Location – Browser – Device – Amount Of Visits – Much, Much More Robust TargetingWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 35
  36. 36. Analytics Homework• Make New Analytics Version Your Default• Check That Adwords Is Properly Linked• Link Google Webmaster Tools• Experiment with (1) Real Time Beta, Custom Variables, Custom Reports, Social Engagement• Create a Custom Dashboard for 2 Audiences• Identify Your KPIs• Schedule Weekly Reviews of Intelligence Reports** Watch for Email Reports, PDF Reports, & Other New FeaturesWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 36
  37. 37. Pubcon Paradise, February 12-14, 2012 20% Discount Code:jl-3856020Web Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 37
  38. 38. Thank You!Tandem Team – We are the Mover of Websites! Chris Rodman – PPC Sara Ayala - PPC Mona Cohen - SEO Copywriter Erika Thomas - SEO Copywriter, Link Builder Linda Kempin – SEO Copywriter Martin Herrera – Link Builder Lauren Demarco – Customer Care Bill Gilliland – Local Search“The SEO Diet” PPT or White PapersLive weekly classes for University of San FranciscoWeb Analytics – Effectively Tracking Your Campaigns © 2012 Tandem Interactive 38
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