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Navigating Google Analytics

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This presentation was used for two webinars untitled "Navigating Google Anlytics." The presentation walks first time GA users through the basics of setting up a Google Analytics account to navigating …

This presentation was used for two webinars untitled "Navigating Google Anlytics." The presentation walks first time GA users through the basics of setting up a Google Analytics account to navigating their way around the different metrics. For more information about Site-Seeker and our free webinar series, visit www.site-seeker.com.

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  • 1. Navigating Google Analytics Dan Salamone Marketing & Communication Coordinator Site-Seeker, Inc. dansalamone@site-seeker.com www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 2. Who We Are: •  Founded in 2003 •  Corporate office in New Hartford, NY •  Satellite offices in Bloomfield, CT & Boston, MA •  20 Employees in three states NY, CT, MA •  Full Service Internet Marketing Firm •  Search Engine Optimization Services •  Pay-Per-Click Management Services •  Social Media Implementation & Management •  Web Design, Development, Applications & Testing •  Web Analytic Services www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 3. Web Analytics Is... the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. - Wikipedia “Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.” www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 4. The Facts •  52% of enterprise companies using free WA solutions like GA fail to effectively use more than half of the tools capabilities. •  71% of enterprises surveyed said WA data plays a significant role in driving decisions. - May 2009 Forrester Consulting Report www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 5. •  Free •  Vast amount of easy to understand data •  Integration with other Google services •  Google AdWords •  Google Site Optimizer •  Custom automated reporting www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 6. Getting Started With www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 7. Key Terms •  GA - Google Analytics •  GATC - Google Analytics Tracking Code •  Visits - The number of people that came into the site or page. •  Absolute Unique Visitors - A count that represents the number of unduplicated visits within a given time frame. •  Pageviews - The number of pages visited. •  Average Pageviews - The average number of pages a typical visitor views while on your website. •  Time on Site - The average amount of time a visitor spends on your website. •  Bounce Rate - The percentage of single-page visits or visits in which the person left your site from the entrance/landing page. •  New Visits - When any page on your site has been accessed for the first time by a web browser. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 8. Getting Started •  Create a Google Account •  www.google.com/analytics/sign_up •  Be sure to use a company specific email address •  This email address will act as the owner of the analytics account Sign Up or Sign In www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 9. Getting Started •  Once you’ve added your site *Please have your website developer or someone who understands HTML insert your GA code. ** GATC must be install on ALL pages or in an include file!! www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 10. Getting Started 1) “User Manager” allows you to give access to your analytics in view only and administrator status. 2) “Filter Manager” allows you to exclude an IP range from your reports. - www.whatsmyip.org 1 2 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 11. Dissecting The Dashboard 1.  Navigation 3 2.  Reports 1 3.  Date Range 2 4.  Data 4 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 12. Navigation •  Dashboard •  High-level overview of all data •  Intelligence (New) •  Allows you to set alerts based on specific parameters •  Keeps you informed when you’re not logged in •  Visitors •  Collect information about the people coming to your site •  Traffic Sources •  Tells you how people are getting to your site and where they are coming form •  Content •  Shows you what pages people are viewing •  How long visitors are on a page •  Goals •  Will tell you the number of conversions based on your conversion qualifications www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 13. Navigation - Dashboard 1 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 14. Navigation – Dashboard Date Range •  Date Rage - Adjust the date rage to accommodate your needs. •  *IMPORTANT - Using the back button may reset your date range. •  Compare to Past - Allows you to overlay two different date ranges. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 15. Navigation - Dashboard 2 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 16. Navigation - Dashboard •  Date Rage - Custom view options •  Compare to Past - Choose the metrics you would like populated in the graph. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 17. Navigation - Dashboard 3 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 18. Navigation - Dashboard The basic data at a glance •  Clicking on a metric will provide more detail www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 19. Navigation - Dashboard 4 “Map Overlay” shows what regions your visitors are coming from. •  Clicking on the map will provide more specific detail www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 20. Navigation - Dashboard “Traffic Sources” shows you where your visitors are coming from. •  Clicking on the graph will provide more specific detail. 5 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 21. Navigation - Dashboard “Content Overview” shows which pages are receiving the more traffic. •  Clicking on the map will provide more specific detail 6 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 22. Navigation - Intelligence “Custom Alerts” are a personal preference, but highly recommended. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 23. Navigation - Intelligence www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 24. Navigation - Intelligence 1 2 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 25. Navigation - Visitors www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 26. Navigation - Visitors 1)  Show you all the basics 1 •  Very similar to the “dashboard” 2 2) More specific information on the geographic details of your viewers. 3) Helps determine how people are viewing your website. 4) Tells the name of the ISP a person visits from. •  Can give company information if applicable 3 4 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 27. Navigation – Visitors Benchmarking Compares your metrics to other websites in your industry www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 28. Navigation - Visitors Map Overlay www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 29. Navigation - Visitors Map Overlay www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 30. Navigation - Visitors Map Overlay www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 31. Navigation - Visitors Screen Resolution www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 32. Navigation - Visitors Service Providers www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 33. Navigation - Visitors Service Providers •  Each dropdown item will provide different information for this series of visits www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 34. Navigation - Traffic Sources www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 35. Navigation - Traffic Sources 1)  Show you all the basics •  Very similar to the “dashboard” 1 2) Will show you what websites (outside of search engines) people found their way to 2 your website from. 3 3) A breakdown of search engine traffic. 4) Shows what keywords people used to find your website. (both natural and PPC) 4 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 36. Navigation - Traffic Sources Referring Sites www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 37. Navigation - Traffic Sources Search Engines •  Results may be filtered by search type •  ie: paid, non-paid, or both •  Clicking on the search engine will provide a list of the keywords used to find your website. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 38. Navigation - Traffic Sources Keywords Paying close attention to the metrics associated with each keyword will allow you help you identify successes and areas to improve. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 39. Navigation - Content 1)  Show you all the basics •  Very similar to the “dashboard” 1 2) Your most visited pages 2 3) The last page visitors see before they leave. 4) Takes you to the live site and provides detail on how people navigate the pages. 3 4 www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 40. Navigation - Content Top Content www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 41. Navigation - Content Top Exit Pages Ideally you want your contact page to be as high up as possible. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 42. Navigation - Content Site Overlay www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 43. Navigation - Goals Goals (or conversions) are the primary metric for measuring how well your site fulfills its business objectives. A goal is a website page which a visitor reaches once they have made a purchase or completed another desired action, such as a registration or download. - Google www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 44. Navigation - Goals Important Elements •  Personal definition of a goal •  Clear call to action on site •  Dedicated confirmation page •  Thank you •  Download complete •  Etc… www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 45. Navigation - Goals Setup •  When you first setup a GA program, clicking on “goals” in the navigation will allow you to create new ones. •  If you have already create a goal for this program, you will have to create new ones from the “edit” feature on the “accounts overview” screen. www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 46. Navigation - Goals Setup 1) Name your goal 2) Choose the type of goal you would like to create •  “URL Destination” – Use this for “thank you page” •  “Time on Site” & “Pages/Visit” •  Use these to measure successes of improvements www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 47. Navigation - Goals Conversion Funnel VIF www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 48. Navigation - Goals Conversion Funnel •  Monitor conversion path Homepage •  Discover your most successful calls to action Page 2 Step 1 Step 3 Step 2 conversion Thank you page www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 49. Navigation - Goals Conversion Funnel www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 50. Navigation - Goals Conversion Funnel Step 1 Step 2 Step 3 Conversion www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 51. The Breakdown •  Create a Google Analytics account •  Add tracking code to ALL pages of your website •  Define what a conversion is to you •  Work through the overview page •  Create user accounts •  Filters •  Goals •  Funnels •  Monitor Data •  Make changes to website as applicable based on GA •  If you feel comfortable, take a stab at “Custom Reporting” www.site-seeker.com © 2010 Site-Seeker, Inc.
  • 52. Thank You! Dan Salamone Marketing & Communication Coordinator Site-Seeker, Inc. dansalamone@site-seeker.com www.site-seeker.com © 2010 Site-Seeker, Inc.

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