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Google Analytics Workshop - Focus On Marketing
 

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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    Google Analytics Workshop - Focus On Marketing Google Analytics Workshop - Focus On Marketing Presentation Transcript

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