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Google Analytics for Publishers

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A walkthrough of the reports that are useful to publishers.

A walkthrough of the reports that are useful to publishers.

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  • Google Analytics is 2 things: a reporting dashboard and a piece of code that goes on every page of your website
  • Why is Google Analyticsso hard? I don’t know. It’s built by engineers. GA learning curve is steep. I have almost 15 years of experience figuring it out. Don’t worry, today is about give you tips and tools to master this quickly.
  • Main landing page when you log in. All Overview reports offer a visualization of traffic and general metrics
  • Use the timeframe to look at comparisons month over month or seasonally, as well as pre-campaign period vs post-campaign period to compare performance metrics.
  • The little expand/collapse arrows are for the annotations. Annotate the timeline with key marketing activities in order to correlate spikes and dips in the traffic.
  • Use location information to inform offline marketing decisions
  • Use Mobile > Devices to see how much traffic to the site is coming via tablets and smartphones and what devices specifically. If mobile traffic is 10% or higher, it’s time to consider a mobile optimized website. Make sure to go with a one URL solution, i.e., do not create a separate m.website.com
  • Mobile traffic can also be viewed through Advance Segments which let you look at how mobile traffic only performs on the site. Remember the standard reports are providing averages.
  • How much of your traffic is mobile? How does that traffic perform on the site?
  • For more on social reports:http://www.convinceandconvert.com/social-media-measurement/google-analytics-social-reports-provide-huge-metrics-edge/
  • See how the specific ads, and keywords generating that traffic, perform on site.
  • Understand common visitor paths through the site by accessing the tab for Navigation Summary to see how traffic finds a particular page and where that traffic goes afterwards.
  • Goals are certain paths through a website that you want to track. Registration for this webinar: 1. View the workshop description page.2. Click on the Register button3. Enter the form on the page and click Submit4. Go to a page that says Thank You for Registering. Hitting the Thank You page is a goal completion, a conversion.
  • You must have access to the admin tab to do this.
  • Once events are setup up they can then be set as goals to show up in conversion reports.
  • Ecommerce, like events, has to be set up in order to collect data. It involves putting particular tracking info on all shopping cart pages.
  • If you need to transcript Google Analytics data into a spreadsheet, you might organize your tracking grid by ABC
  • Alternatively create custom reports and dashboards in google analytics and set up those reports to be sent to you by email.
  • Transcript

    • 1. Google Analytics for PublishersMonique Sherrettmonique@boxcarmarketing.com604-732-6467
    • 2. What Is Google Analytics?A free tool that lets you measure sales and conversions on your website, as well asprovides insights into how visitors arrived on your site and what they do on the site.Think about data tracking in terms of ABCs• Acquistion: How do people find our site? Where do they come from? Who are ourbest supporters?• Behaviour• Content: What parts of the site is performing well, which page are most popular?• Social: How visitors interact with sharing features on your site or engage with yourcontent across social networks like Twitter and Facebook• Mobile: How do mobile visitors to the site perform in comparison to desktop visitors• Conversions: How many visitors complete a desired goal like download abrochure, sign up for a newsletter, register for an appointment, or take some revenue-generating action like make a purchase.
    • 3. Google Analytics Is …<script type="text/javascript">var _gaq = _gaq || [];_gaq.push([_setAccount, UA-11907108-5]);_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);})();</script>
    • 4. Why Is Google Analytics So Complicated?Monique SherrettOnline Marketing Consultant1995: Graphics Editor, Treeline1996: Built 1st Publisher Website1999: Raincoast Books2007: Raincoast Online MarketingManager2008: Founded Boxcar Marketing2010: SFU Adjunct Professor
    • 5. ABC Metrics Are ActionableRevenueAcquisitionAcquisition: Where doVisitors come from?ActivationBehaviour: What dothey do on the siteRetentionReferralConversion: What actions leadto or influence revenue?
    • 6. Let’s Look at Google Analytics
    • 7. Default Timeframe Is 1 Month
    • 8. AnnotationsExpand
    • 9. Audience > Demographics >Location
    • 10. Each Report Has a Drilldown
    • 11. Each Report Has a Drilldown
    • 12. All Traffic Sources
    • 13. Referral Sources: Sites That Link to Your Site
    • 14. Social Engagement
    • 15. Content > Overview/news/blog/programs/contact
    • 16. Content Drilldown > Page NavigationSummary/about/brochure/tuition/schools/contact/how-to-register/about-bc/tuition/student-stories/contact
    • 17. Goals
    • 18. How to Set Up Goals: Step 1www.domain.com
    • 19. How to Set Up Goals: Step 2
    • 20. Goals vs. EventsGoalsThere is a distinct path or visitor flowthrough a series of tasks. For example:1. Visit the Webinar page2. Click on Register for the Event3. On the Register page, complete theform.4. Go to the Thank You page.EventsThere is NO distinct path, no change ofURLs, but there is a task or action taken.Click on a Submit button and a pop-up“Thank You” message appears.< OR >Click on link or button that takes thevisitor to another website.
    • 21. Ask your programmer or IT person to implement the Event Tracking Code.This post explains how:http://www.boxcarmarketing.com/blog/item/how-to-set-up-event-tracking-in-google-analytics/<a href=“http://www.twitter.com”>< BECOMES ><a href=“http://www.twitter.com” onClick=“_gaq.push([„_trackEvent‟, „Follow‟, „Twitter‟])”>How to Set Up Events: Step 1
    • 22. Events
    • 23. Events
    • 24. Ecommerce
    • 25. General MetricsWebsite traffic (traffic coming to the site)Number of incoming links (sites sending traffic, referral traffic)Social media engagement: Twitter, Video, Facebook, BlogActionable MetricsAre they aware of us? (Traffic Sources > Referral, Search, Ads, Social)If they are researching, how do they become familiar with us? (Content Paths)As they form an opinion, how can we know if we’re under consideration?(Non-revenue Goals and Events > Product Page to Download Excerpt, EnterContest, Exit via Social Media Follow Us link )Once intent is formed, what action do they take?(Bounce, Events, Ecommerce, other Conversions, Number ofPurchases, Bundles, Upselling)Do your analytics reports drive action?
    • 26. Month over Month: Top Reporting MetricsRevenueAcquisitionActivationRetentionReferralWhat behaviour do theyengage in?If outreach, what sites are mostvaluable?How many conversions?If time on marketingactivities, which perform best?How do we acquire visitors?If paid traffic, is it working?Total Visits, month over month, %Visit Sources, locationVisits by Social Media ChannelPages/VisitBounce rateAverage time on site% repeat visitsNon-revenue activities:i.e., Visit product pagesSign up for newsletterEnter a contestExit via social media linksGoal Funnel > Visits with conversionLead Generation Conversion RateNumber of purchasesConversions by Channel
    • 27. Tracking Dashboard
    • 28. Create a Google Analytics Dashboard
    • 29. Things Are ChangingGoogle’s Universal Analytics is a new code snippet that provides access inAnalytics to a new set of features that was previously only available in thedevelopment environment, in particular the ability to set custom dimensionsand metrics and multi-platform tracking (track more than just websites).New Code• Implement it on all pages concurrently with your existing GA but use a newaccount (new UA-number)New Features• Customize organic search sources• Session and campaign timeout• Referral exclusions• Search term exclusions• Mobile App Analytics• Custom dimensions & metricsMulti-Platform Tracking• Currently in Public Beta (online/offline tracking)Universal Analytics
    • 30. Analyze your data on a quarterly basis• Set Goals, Events and Ecommerce• Know Your ABCs• Check reports daily or weekly. Actually take time to analyze each quarterPay attention to the right dataTraffic Sources + Conversions: Custom report to see volume of referraltraffic by source but also conversions. Focus more effort in the right places.Segment Audience: Conversion vs. Non. Organic vs. paid. Member vs. Non.Know how different groups perform and what leads to a conversion.Top Content: Pages? Themes? Custom alerts when traffic to key pagesdrops or spikesVisits: Publish content or launch promotions on high traffic days to capturethe most attention.Next Steps
    • 31. See Resources for Publishershttp://www.boxcarmarketing.com/google-analytics-resources-for-publishersMonique Sherrettmonique@boxcarmarketing.com604-732-6467

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