Google Analytics Tom Michiels ( [email_address] ) Joris Roebben ( [email_address] ) www.queromedia.com
About QueroMedia <ul><li>°1999 - 35 people  </li></ul><ul><li>search marketing (SEO-SEA-CO) </li></ul>Antwerp Amsterdam Ma...
Introduction <ul><li>What is Google Analytics? </li></ul>urchin.js GA.js 2004 2005 2007
Conventions <ul><li>GA = Google Analytics </li></ul><ul><li>GATC = Google Analytics Tracking Code </li></ul>
Google Analytics advantages <ul><li>Free </li></ul><ul><li>Sufficiant possibilities for most companies </li></ul><ul><li>E...
Google Analytics disadvantages <ul><li>URL and title based </li></ul><ul><li>No data history </li></ul><ul><li>Privacy ? <...
Access manager <ul><li>Give access to GA account </li></ul><ul><li>Must be Google account </li></ul><ul><li>Administrator ...
Add user
Setup Google Analytics <ul><li>Create Google Account </li></ul><ul><li>Free </li></ul><ul><li>No spam </li></ul><ul><li>Gm...
Best practice for GA accounts <ul><li>Create GA account on  [email_address] </li></ul><ul><li>Add  [email_address]  as adm...
Sign up <ul><li>Login </li></ul><ul><li>Create GA account </li></ul>
Get the GATC <ul><li>Google Analytics Tracking Code </li></ul><ul><li>Old vs. New one </li></ul><ul><li>urchin.js vs. GA.j...
Access manager <ul><li>Give access to GA account </li></ul><ul><li>Must be Google account </li></ul><ul><li>Administrator ...
Add user
Profiles and Filters <ul><li>Are the real strength of GA </li></ul><ul><li>Segment data </li></ul><ul><li>Deep analysis </...
Filters <ul><li>Applied to profile </li></ul><ul><li>Change data (forever!) </li></ul><ul><li>Segmentation </li></ul><ul><...
Google Analytics interface <ul><li>Dashboard </li></ul><ul><li>Add / remove elements </li></ul><ul><li>Personalized </li><...
Calendar
Reporting <ul><li>XML </li></ul><ul><li>PDF </li></ul><ul><li>CSV </li></ul><ul><li>TSV </li></ul><ul><li>Send now </li></...
Clicks, visitors & pageviews <ul><li>clicks  ≠  visits </li></ul><ul><ul><li>multiple clicks on ad </li></ul></ul><ul><ul>...
Clicks, visitors & pageviews <ul><li>visit  ≠  visitors </li></ul><ul><ul><li>30 minutes activity </li></ul></ul><ul><li>u...
Visitors overview
Visitors <ul><li>Visitor information </li></ul><ul><ul><li>Trends </li></ul></ul><ul><ul><li>Loyalty </li></ul></ul><ul><u...
User-defined <ul><li>What do you want to know? </li></ul><ul><ul><li>Basic </li></ul></ul><ul><ul><ul><li>Visitor segmenti...
Traffic sources <ul><li>Where does your traffic come from? </li></ul><ul><li>Direct traffic </li></ul><ul><li>Search engin...
Campaign ROI Banner Advertising Search Marketing Email Marketing Search Engine Optimization Referrals Affiliate Programs Y...
Google AdWords <ul><li>1 on 1 </li></ul><ul><li>Realtime campaign date </li></ul><ul><li>autotagging </li></ul><ul><li>Key...
Step 1: check GATC <ul><li>Make sure every page on website is tagged with GATC </li></ul>
Step 2: Login to Google AdWords <ul><li>www.google.com/adwords  as Administrator   </li></ul>
Step 3: Tab Analytics  <ul><li>Click on the tab Analytics </li></ul>
Step 4: Link to existing GA account
Step 5: Account preferences <ul><li>Make sure auto-tagging is on ! </li></ul>
Other Search marketing campaigns?
E-mail marketing <ul><li>Tag your outgoing links </li></ul><ul><li>Tool: URL-builder </li></ul>
Content <ul><li>Overview of pageview volume </li></ul><ul><li>most responsible for driving page views </li></ul><ul><li>Na...
Site Search
Goals <ul><li>Conversions? </li></ul><ul><li>≠  Google AdWords conversions </li></ul><ul><li>KPI’s </li></ul>
Setting up goals
Goals howto <ul><li>Match type </li></ul><ul><li>Goal value </li></ul><ul><li>Choose good name </li></ul><ul><li>Unique “t...
Goals visualisation
Funnels <ul><li>Optimize your process </li></ul><ul><li>Do your visitors get  </li></ul><ul><ul><li>confused? </li></ul></...
Funnels <ul><li>Extension of goals </li></ul><ul><li>Predefined steps </li></ul><ul><li>Track conversion process </li></ul...
Funnel visualisation
E-Commerce <ul><li>≠   accounting </li></ul><ul><li>≠   ERP </li></ul><ul><li>Revenue analysis </li></ul><ul><li>Trends </...
E-commerce reports
E-commerce reports
E-commerce reports
Conclusion
Want to know more? <ul><li>Google Analytics Help Centre </li></ul><ul><li>http://www.google.com/support/googleanalytics/?h...
Q & A
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Google Analytics Workshop - Focus On Marketing

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A brief introduction to the possibilities of Google Analytics when optimizing online business.

Published in: Business, Technology

Transcript of "Google Analytics Workshop - Focus On Marketing"

  1. 1. Google Analytics Tom Michiels ( [email_address] ) Joris Roebben ( [email_address] ) www.queromedia.com
  2. 2. About QueroMedia <ul><li>°1999 - 35 people </li></ul><ul><li>search marketing (SEO-SEA-CO) </li></ul>Antwerp Amsterdam Madrid
  3. 3. Introduction <ul><li>What is Google Analytics? </li></ul>urchin.js GA.js 2004 2005 2007
  4. 4. Conventions <ul><li>GA = Google Analytics </li></ul><ul><li>GATC = Google Analytics Tracking Code </li></ul>
  5. 5. Google Analytics advantages <ul><li>Free </li></ul><ul><li>Sufficiant possibilities for most companies </li></ul><ul><li>Easy to implement </li></ul><ul><li>Easy to use </li></ul><ul><li>Easy to understand </li></ul>
  6. 6. Google Analytics disadvantages <ul><li>URL and title based </li></ul><ul><li>No data history </li></ul><ul><li>Privacy ? </li></ul><ul><li>JavaScript and cookies </li></ul><ul><li>Only visitors, no crawlers or bots </li></ul>
  7. 7. Access manager <ul><li>Give access to GA account </li></ul><ul><li>Must be Google account </li></ul><ul><li>Administrator or View Reports only </li></ul>
  8. 8. Add user
  9. 9. Setup Google Analytics <ul><li>Create Google Account </li></ul><ul><li>Free </li></ul><ul><li>No spam </li></ul><ul><li>Gmail = OK </li></ul>
  10. 10. Best practice for GA accounts <ul><li>Create GA account on [email_address] </li></ul><ul><li>Add [email_address] as administrator </li></ul><ul><li>Add [email_address] as reviewer </li></ul><ul><li>Advantage: structure </li></ul>
  11. 11. Sign up <ul><li>Login </li></ul><ul><li>Create GA account </li></ul>
  12. 12. Get the GATC <ul><li>Google Analytics Tracking Code </li></ul><ul><li>Old vs. New one </li></ul><ul><li>urchin.js vs. GA.js </li></ul>
  13. 13. Access manager <ul><li>Give access to GA account </li></ul><ul><li>Must be Google account </li></ul><ul><li>Administrator or View Reports only </li></ul>
  14. 14. Add user
  15. 15. Profiles and Filters <ul><li>Are the real strength of GA </li></ul><ul><li>Segment data </li></ul><ul><li>Deep analysis </li></ul><ul><li>Depending on needs </li></ul><ul><li>Start collecting data when created </li></ul>
  16. 16. Filters <ul><li>Applied to profile </li></ul><ul><li>Change data (forever!) </li></ul><ul><li>Segmentation </li></ul><ul><li>Business rules </li></ul><ul><li>2 sorts: predefined and custom </li></ul><ul><li>Test profile </li></ul>
  17. 17. Google Analytics interface <ul><li>Dashboard </li></ul><ul><li>Add / remove elements </li></ul><ul><li>Personalized </li></ul>
  18. 18. Calendar
  19. 19. Reporting <ul><li>XML </li></ul><ul><li>PDF </li></ul><ul><li>CSV </li></ul><ul><li>TSV </li></ul><ul><li>Send now </li></ul><ul><li>Schedule </li></ul>
  20. 20. Clicks, visitors & pageviews <ul><li>clicks ≠ visits </li></ul><ul><ul><li>multiple clicks on ad </li></ul></ul><ul><ul><li>bookmark </li></ul></ul><ul><ul><li>page not fully loaded </li></ul></ul><ul><ul><li>clickfraud </li></ul></ul>
  21. 21. Clicks, visitors & pageviews <ul><li>visit ≠ visitors </li></ul><ul><ul><li>30 minutes activity </li></ul></ul><ul><li>unique visitors </li></ul><ul><li>pageview ≠ unique pageview </li></ul><ul><ul><li>multiple views  sessions </li></ul></ul>
  22. 22. Visitors overview
  23. 23. Visitors <ul><li>Visitor information </li></ul><ul><ul><li>Trends </li></ul></ul><ul><ul><li>Loyalty </li></ul></ul><ul><ul><li>Characteristics </li></ul></ul><ul><li>Technical information </li></ul><ul><ul><li>Browser </li></ul></ul><ul><ul><li>network </li></ul></ul>
  24. 24. User-defined <ul><li>What do you want to know? </li></ul><ul><ul><li>Basic </li></ul></ul><ul><ul><ul><li>Visitor segmenting </li></ul></ul></ul><ul><ul><li>Advanced </li></ul></ul><ul><ul><ul><li>Ex. Advanced PPC referral </li></ul></ul></ul>
  25. 25. Traffic sources <ul><li>Where does your traffic come from? </li></ul><ul><li>Direct traffic </li></ul><ul><li>Search engines </li></ul><ul><li>Referring sites </li></ul><ul><li>other </li></ul>
  26. 26. Campaign ROI Banner Advertising Search Marketing Email Marketing Search Engine Optimization Referrals Affiliate Programs YOUR SITE
  27. 27. Google AdWords <ul><li>1 on 1 </li></ul><ul><li>Realtime campaign date </li></ul><ul><li>autotagging </li></ul><ul><li>Keywords </li></ul><ul><li>Ad versions </li></ul>
  28. 28. Step 1: check GATC <ul><li>Make sure every page on website is tagged with GATC </li></ul>
  29. 29. Step 2: Login to Google AdWords <ul><li>www.google.com/adwords as Administrator </li></ul>
  30. 30. Step 3: Tab Analytics <ul><li>Click on the tab Analytics </li></ul>
  31. 31. Step 4: Link to existing GA account
  32. 32. Step 5: Account preferences <ul><li>Make sure auto-tagging is on ! </li></ul>
  33. 33. Other Search marketing campaigns?
  34. 34. E-mail marketing <ul><li>Tag your outgoing links </li></ul><ul><li>Tool: URL-builder </li></ul>
  35. 35. Content <ul><li>Overview of pageview volume </li></ul><ul><li>most responsible for driving page views </li></ul><ul><li>Navigational analysis </li></ul><ul><li>Site overlay </li></ul><ul><li>Site search </li></ul>
  36. 36. Site Search
  37. 37. Goals <ul><li>Conversions? </li></ul><ul><li>≠ Google AdWords conversions </li></ul><ul><li>KPI’s </li></ul>
  38. 38. Setting up goals
  39. 39. Goals howto <ul><li>Match type </li></ul><ul><li>Goal value </li></ul><ul><li>Choose good name </li></ul><ul><li>Unique “thank you” page per conversion </li></ul><ul><li>Keep track of filters </li></ul>
  40. 40. Goals visualisation
  41. 41. Funnels <ul><li>Optimize your process </li></ul><ul><li>Do your visitors get </li></ul><ul><ul><li>confused? </li></ul></ul><ul><ul><li>lost? </li></ul></ul><ul><ul><li>obstructed? </li></ul></ul><ul><ul><li>offended? </li></ul></ul><ul><ul><li>... </li></ul></ul>
  42. 42. Funnels <ul><li>Extension of goals </li></ul><ul><li>Predefined steps </li></ul><ul><li>Track conversion process </li></ul><ul><li>Required steps ? </li></ul>
  43. 43. Funnel visualisation
  44. 44. E-Commerce <ul><li>≠ accounting </li></ul><ul><li>≠ ERP </li></ul><ul><li>Revenue analysis </li></ul><ul><li>Trends </li></ul><ul><li>Product performance </li></ul><ul><li>BUT </li></ul><ul><li>Privacy? </li></ul>
  45. 45. E-commerce reports
  46. 46. E-commerce reports
  47. 47. E-commerce reports
  48. 48. Conclusion
  49. 49. Want to know more? <ul><li>Google Analytics Help Centre </li></ul><ul><li>http://www.google.com/support/googleanalytics/?hlrm=en </li></ul><ul><li>Google Group for Analytics </li></ul><ul><li>http://groups.google.com/group/analytics-help/?hl=en </li></ul><ul><li>Google Analytics Blog </li></ul><ul><li>http://analytics.blogspot.com </li></ul><ul><li>Google Analytics Books </li></ul>
  50. 50. Q & A

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