1. The Right Ways to Use
Analytics for Local
Businesses
PRESENTER: Carlin Leung
CO-PILOT: Josh Ades

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Connectivity
Josh Ades
Content Marketing Manager
BUSINESS OBJECTIVES FOR CLIENTS:
Provide marketers with engaging content that focuses on the specific needs of
businesses that have physical locations
BIO:
- Former co-leader Los Angeles Hubspot user group
- Joined Connectivity in 2014 to oversee content strategy
- Creator of far too many bad dad jokes.

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Connectivity
Carlin Leung
Strategic Analyst at Quietly
His unhealthy love of Excel and Google Analytics help him power the strategy team
at Quietly.
BIO:
- Passionate about deconstructing problems and crunching numbers
- Google Analytics Expert
- Can usually be found watching hockey or experimenting with macros

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#ConnectivityGA
Tweet to Win $50 Gift Card
Follow us:
@connectivityinc
@quietlyapp

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Agenda
1. Defining Your Site’s Purpose
2. What You Should Track & Why
3. Tracking Online Listings and
Reviews
4. Helpful Tools
5. Q&A

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How do you prove that
online marketing efforts
actually help your brick
and mortar business get
more customers?
The Challenge

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Defining Your
Site’s Purpose1

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1. DEFINING YOUR SITE’S PURPOSE
Setting Up
Appointments

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1. DEFINING YOUR SITE’S PURPOSE
Location &
Contact Info

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1. DEFINING YOUR SITE’S PURPOSE
Generate
Leads

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1. DEFINING YOUR SITE’S PURPOSE
Brand
Awareness/
Content

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While you can control
your site, there are many,
many more places your
brand appears online.
Keep in mind…
1. DEFINING YOUR SITE’S PURPOSE

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What You
Should Track
& Why
2

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2. WHAT YOU SHOULD TRACK & WHY
Everything you track should have
a reason. Tracking overall site
visitors doesn’t help if you aren’t
accomplishing your goal with the site.
Track specifics related to your goal(s).
Vanity Metrics

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Important Things for All
Businesses to Track
- Demographics
- Behavior reports
- Device usage
- Conversions
- Traffic Sources
2. WHAT YOU SHOULD TRACK & WHY

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About
Bounce
Rate…
2. WHAT YOU SHOULD TRACK & WHY

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UTM Parameters
A smart strategy for tracking visits from online directories
and reviews.
2. WHAT YOU SHOULD TRACK & WHY

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DEFAULT:
Google
Analytics will
automatically
track most
local referral
traffic
SOURCE: KISSMETRICS
2. WHAT YOU SHOULD TRACK & WHY

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STEP 1:
Set up UTM
parameters
SOURCE: KISSMETRICS
2. WHAT YOU SHOULD TRACK & WHY

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STEP 2:
Set up goal
tracking in
Google
Analytics
2. WHAT YOU SHOULD TRACK & WHY

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Track from the review site to whatever
goal conversions you want to report on.
This could be anything
from visiting a certain
page, filling out a form
or making a purchase.
2. WHAT YOU SHOULD TRACK & WHY

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Helpful Tools3

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3. HELPFUL TOOLS
Google
Tools

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Ads Manager
- Find out what
messaging works
3. HELPFUL TOOLS

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Webmaster Tools
- See how people
search for your Site.
- Check your site
health (SEO)
3. HELPFUL TOOLS

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Google
Dashboards
- Set up metrics you
commonly
- Look at for quick
access
3. HELPFUL TOOLS

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Non-Google Tools
- Facebook Insights
- Bing
- Piwik
- KissMetrics
- Parse.ly
- Clicky
3. HELPFUL TOOLS

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FREE GUIDE:
Setting up Google
Analytics for Local
Businesses
This month!
3. HELPFUL TOOLS

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Q&A