Google Analytics Workshop - Focus On Marketing

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

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

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