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Google Analytics Presentation for SCANPO February 2014
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Google Analytics Presentation for SCANPO February 2014


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Google Analytics is a valuable tool for measuring your marketing efforts. It offers sources of traffic, shows you top landing pages, and even when to post to social media. Also included are tips for …

Google Analytics is a valuable tool for measuring your marketing efforts. It offers sources of traffic, shows you top landing pages, and even when to post to social media. Also included are tips for dealing with "not provided" keywords.

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  • 1. Tina Arnoldi, Consultant Presented at SCANPO’s 2014 Conference 1
  • 2. 2
  • 3. What we’ll cover – and why it matters 1. 2. 3. 4. 5. Sources of traffic Tag your campaigns Top landing pages Social media – when to post Dealing with “not provided” – – – Landing Pages Webmaster tools AdWords 3
  • 4. Source of today’s screen shots • – Small book blog – Not a money maker, more of a hobby – I own it, therefore no confidentiality issues – Easy for audience to follow along with low traffic and simple content • Screenshots are also used from other accounts with data blocked out 4
  • 5. 1. Know your traffic sources • Source = Origin – Ex. • Medium = Tied to the origin – Ex. CPC – Cost per click for paid Facebook ad 5
  • 6. What to look at with traffic sources? • How do people find you? – Your e-news? • Does behavior change based on the source? – Do visitors from Facebook stick around? • Any surprises? 6
  • 7. • Source/Medium • Direct – missing campaign tracking? • Goodreads – should there be more? • What brings in new? • What about returning? 7
  • 8. 2. Tag your campaigns Campaign Source (utm_source) Required. Use utm_source to identify a search engine, newsletter name, or other source. Example: utm_source=google Campaign Medium (utm_medium) Required. Use utm_medium to identify a medium such as email or cost-per- click. Example: utm_medium=cpc Campaign Term (utm_term) Used for paid search. Use utm_term to note the keywords for this ad. Example: utm_term=running+shoes Campaign Content (utm_content) Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL. Examples: utm_content=logolink or utm_content=textlink Campaign Name (utm_campaign) Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign. Example: utm_campaign=spring_sale 8
  • 9. URL builder • Step 1: Enter the URL of your website. – Website URL *(e.g. • Step 2: Fill in the fields below. Campaign Source, Campaign Medium and Campaign Name should always be used. – Campaign Source *(referrer: volunteernews) – Campaign Medium *(marketing medium: email) – Campaign Name *(Spring 2014) 9
  • 10. What happens if I don’t tag? • All of those visitors that are actually from a paid campaign will be reported as “organic” in Google Analytics. • It’s easy to tag in AdWords. – Link your analytics account to enable auto-tagging. 10
  • 11. 3. Top landing pages • What pages are acting as the intro to your site? • Can they be improved? • Is your important messaging there? • Are your top landing pages also your top exit pages? • Is there a call-to-action? • Does it answer the question on the source? 11
  • 12. 3. Top landing pages 12
  • 13. 4. Social media – when to post 13
  • 14. 14
  • 15. 5. Dealing with “not provided” 15
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  • 17. Use Webmaster Tools for actual search queries 17
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  • 20. Let’s get practical – Group activity • What’s the point of your website? (Yes I’m serious). Chances are someone at your table has a device and can look up a couple sites during the discussion. • What are the action steps on your website? Is there anything measurable? • Does each website page have a different purpose? • Share your different marketing channels and which ones you think are working or not working. (You may pick up a great tip from someone at your table!) • How do you measure your social media efforts (if applicable)? 20
  • 21. Tina Arnoldi, Consultant 21