Getting the Most Out of      Google Analytics                Sanger & Eby                  31 August 2011
About Sanger & Eby      •    Strategic design & technology firm focused on specialized business           communications  ...
Why Do You Need Analytics?           “Half of my advertising doesn’t work. I just            don’t know which half.”      ...
Why Do You Need Analytics?      •    Identify and capture opportunities      •    Increase conversions      •    Enhance c...
What is Google Analytics?      •    Powerful web analytics tool      •    Provides in-depth visitor and traffic statistics...
What You Can Do with Google Analytics                 Create more effective sites.                           Google Analyt...
Google Analytics Capabilities      • Track a wide variety of metrics      • Make informed site design and content decision...
Answers Key Site Questions      • How are visitors finding my site?             – What keywords are most effective?       ...
Benefits      • Fast, slick, beautiful presentation of statistics             – Charting with drill-downs      • You have ...
Features and Functions      • Many different reports:             –   Visitor Counts             –   Page by Page Counts  ...
Google Analytics Limitations      • Free service limited to sites with less than 5 million page views        per month    ...
Dashboard: High Level Overview                     Date Range can be                     adjusted on all reports          ...
Visitors Overview                          Google Analytics Copyright 2011 Sanger & Eby31 August 2011                     ...
Content Overview                                        Shows which pages                                         are most...
Map Overlay (World)        Click a country        to drill-down        for more details                           Google A...
Map Overlay (USA)                      Google Analytics Copyright 2011 Sanger & Eby31 August 2011                         ...
Map Overlay (Ohio)                       Google Analytics Copyright 2011 Sanger & Eby31 August 2011                       ...
Traffic Sources                        Google Analytics Copyright 2011 Sanger & Eby31 August 2011                         ...
Mobile Devices                       Google Analytics Copyright 2011 Sanger & Eby31 August 2011                           ...
Goals and Conversion Tracking      •    Calculate ROI, Average Score or other metrics      •    Great for e-commerce sites...
For More Information      • Refer to Google’s Help Documents:             – www.conversionuniversity.com             – www...
Want to know more?         Kat Jenkins                              Jay Larbes         Vice President, Strategic Planning ...
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Getting The Most Out of Google Analytics

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You can’t manage what you can’t measure, and this session on Google Analytics opens up the world of data about your website. Understand how Google Analytics works, as well as what you can learn from it and how to interpret the data and put it to use to build actionable plans that deliver results to your bottom line.

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Getting The Most Out of Google Analytics

  1. 1. Getting the Most Out of Google Analytics Sanger & Eby 31 August 2011
  2. 2. About Sanger & Eby • Strategic design & technology firm focused on specialized business communications • Services Include: – Strategic planning and research – Social media strategy and execution – User experience planning – Print and interactive design – Interactive and multi-channel marketing – Content development – Search marketing (SEO & SEM) – Website development, custom business and web applications – Mobile applications & sites • 700+ Sites designed and developed in 15 years • Clients include: – Macy’s – Fifth Third Bank – Luxottica – AT&T – Turner Construction Google Analytics Copyright 2011 Sanger & Eby31 August 2011 2 All Rights Reserved
  3. 3. Why Do You Need Analytics? “Half of my advertising doesn’t work. I just don’t know which half.” --John Wanamaker Google Analytics Copyright 2011 Sanger & Eby31 August 2011 3 All Rights Reserved
  4. 4. Why Do You Need Analytics? • Identify and capture opportunities • Increase conversions • Enhance credibility (identify and correct problems) • Increase user satisfaction • Measure success • Understand your return on investment (ROI) Google Analytics Copyright 2011 Sanger & Eby31 August 2011 4 All Rights Reserved
  5. 5. What is Google Analytics? • Powerful web analytics tool • Provides in-depth visitor and traffic statistics • Hosted on Google’s servers • Flexible and easy to use • Fantastic high-level charts and graphs • Very easy installation • Free Google Analytics Copyright 2011 Sanger & Eby31 August 2011 5 All Rights Reserved
  6. 6. What You Can Do with Google Analytics Create more effective sites. Google Analytics Copyright 2011 Sanger & Eby31 August 2011 6 All Rights Reserved
  7. 7. Google Analytics Capabilities • Track a wide variety of metrics • Make informed site design and content decisions – What’s working and what’s not – Where visitors leave the site – Most popular content – How to organize calls to action • Measure keyword performance • Understand traffic sources and where to focus efforts – Link building – Advertising – SEO – Blogs and product review sites • Increase return on investment (ROI) on marketing campaigns Google Analytics Copyright 2011 Sanger & Eby31 August 2011 7 All Rights Reserved
  8. 8. Answers Key Site Questions • How are visitors finding my site? – What keywords are most effective? – What sites are referring traffic? • What pages are most popular? • Where do people leave my site? • Where are my visitors located? • What is my site’s ROI? Google Analytics Copyright 2011 Sanger & Eby31 August 2011 8 All Rights Reserved
  9. 9. Benefits • Fast, slick, beautiful presentation of statistics – Charting with drill-downs • You have control over which pages or files get analyzed • Accurate view of human traffic (ignores search engine spiders) • Integrates tightly with Google Adwords /Adsense – AdWords: Pay per click search marketing on Google – AdSense: Google pays to display sponsored ads on your site Google Analytics Copyright 2011 Sanger & Eby31 August 2011 9 All Rights Reserved
  10. 10. Features and Functions • Many different reports: – Visitor Counts – Page by Page Counts – Map Overlay – Traffic Sources (Direct Visits, Google, Other Sites) – Goal/Conversion/Funnel Tracking Google Analytics Copyright 2011 Sanger & Eby31 August 2011 10 All Rights Reserved
  11. 11. Google Analytics Limitations • Free service limited to sites with less than 5 million page views per month • Users with JavaScript & cookies turned off are not tracked – Tracking is client-side using JavaScript and cookies – 2% of users have JavaScript disabled as of Dec 2010 (source: Yahoo!) • Search engine spiders are not counted towards totals • No automatic tracking of document or image downloads • Does not track document (PDF, DOC, etc) or image (JPG) downloads Google Analytics Copyright 2011 Sanger & Eby31 August 2011 11 All Rights Reserved
  12. 12. Dashboard: High Level Overview Date Range can be adjusted on all reports Google Analytics Copyright 2011 Sanger & Eby31 August 2011 12 All Rights Reserved
  13. 13. Visitors Overview Google Analytics Copyright 2011 Sanger & Eby31 August 2011 13 All Rights Reserved
  14. 14. Content Overview Shows which pages are most popular Google Analytics Copyright 2011 Sanger & Eby31 August 2011 14 All Rights Reserved
  15. 15. Map Overlay (World) Click a country to drill-down for more details Google Analytics Copyright 2011 Sanger & Eby31 August 2011 15 All Rights Reserved
  16. 16. Map Overlay (USA) Google Analytics Copyright 2011 Sanger & Eby31 August 2011 16 All Rights Reserved
  17. 17. Map Overlay (Ohio) Google Analytics Copyright 2011 Sanger & Eby31 August 2011 17 All Rights Reserved
  18. 18. Traffic Sources Google Analytics Copyright 2011 Sanger & Eby31 August 2011 18 All Rights Reserved
  19. 19. Mobile Devices Google Analytics Copyright 2011 Sanger & Eby31 August 2011 19 All Rights Reserved
  20. 20. Goals and Conversion Tracking • Calculate ROI, Average Score or other metrics • Great for e-commerce sites • Can track all steps along a path to a desired goal • Lets you know exactly where visitors drop off Google Analytics Copyright 2011 Sanger & Eby31 August 2011 20 All Rights Reserved
  21. 21. For More Information • Refer to Google’s Help Documents: – www.conversionuniversity.com – www.google.com/support/googleanalytics/ • See Apple’s App Store for “Analytics” Google Analytics Copyright 2011 Sanger & Eby31 August 2011 21 All Rights Reserved
  22. 22. Want to know more? Kat Jenkins Jay Larbes Vice President, Strategic Planning Senior Director, Technology Sanger & Eby Sanger & Eby kjenkins@sangereby.com jlarbes@sangereby.com www.sangereby.com www.sangereby.com Twitter.com/sangereby Twitter.com/sangereby Google Analytics Copyright 2011 Sanger & Eby31 August 2011 22 All Rights Reserved
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