2. What Is Analytics?
Definition
Analytics is the discovery and communication of meaningful
patterns in data
Web analytics is the measurement, collection, analysis and
reporting of internet data for purposes of understanding and
optimizing web usage
Source: Wikipedia
3. Types of Analytics
Onsite
Visitors
# of Pages Viewed
Time on Site
Popular Content
Common Exit Pages
Actions Completed
Offsite
Potential customer pool (search opportunity)
Share of Voice (visibility)
Commentary (reviews, social engagement)
4. Google Analytics 101
Terminology
Proper Set-up
Top 5 Reports
Turning Findings into Actions
Recent Additions
5. Analytics Lingo
Tracking Code
JavaScript placed on each page of your site
Tracking URL
Web Address of the page on your site you want to direct
visitors to + relevant marketing info
Campaign
Marketing initiative; Email Blast; Paid Search Ads
6. Google Analytics Setup
Free account
www.google.com/analytics
Link to AdWords
Adwords.Google.com
Webmaster Tools Integration
www.google.com/webmasters/tools
Define Goals and Conversion Funnels
USE THE
SAME
LOGIN
ACROSS
ALL
GOOGLE
PRODUCTS
7. Analytics Tracking – Tag Everything!
What
Pay-Per-Click (CPC)
Email
Social Buttons, Posts
Display
How
AdWords Auto-Tagging
Tracking URL Generator
SEARCH: Google Analytics Tracking URL Builder
http://support.google.com/analytics/answer/1033867?hl=en
8. AdWords Auto-Tagging
Login to AdWords
My Account > Preferences
Edit, Check Destination URL Auto-Tagging
Save Changes
11. Report #1 – Audience Overview
Derive Meaning
Compare Month1 vs. Month2
Have visits increased? Decreased? Remained flat?
Major shifts in bounce rate or new visitors?
Take Action
Are you aware of any recent changes in:
Marketing activities
PR coverage
Offline events
Move onto Traffic Sources to determine cause of increase or
decrease in visits
12. Report #2 – Traffic Sources
What sites are delivering visitors to your website?
Traffic Source Types
Direct to Site
Organic Search
Paid Search
Referral
Filter by Traffic Source type for consolidated data
Referral sources include Social Media, PR & Blogs
15. Report #3 – Popular Site Content
Derive Meaning
What pages of your site are visitors drawn to?
What pages do people visit, then immediately leave your site?
Take Action
Popular Content
Create more content of a similar nature
Send relevant paid search traffic here
High Bounce Rate
Revise the text on the page
Misleading keywords?
Try a new layout
17. Report #4 – Visitor Information
Derive Meaning
Where are most of your visitors located?
Do they fall within your area of service?
Take Action
Increase advertising or sales activity in low volume/high
response areas
Review paid search targeting settings if traffic is coming
from outside of your service area
Remove any geographic references to areas you do not serve
that are mentioned on the website
18. Report #5 – Goal Conversions
Online Purchase
ecommerce transaction
Micro-Conversion
Visits to Contact Us
Contact Actions
Form Submission
Newsletter Sign-up
• Downloads
▫ White Paper
▫ Brochure
• Site Engagement
▫ Pages per visits
▫ Time on site
• Social Engagement
▫ Blog comment
21. Report #5 – Goal Conversions
Derive Meaning
What action(s) do you want people to take?
Define GA Goal for that page URL
Take Action
Are your marketing efforts generating the desired action(s)?
Which efforts are performing best?
Do under-performing campaigns have a clear call to action?
22. Key Takeaways
Proper Setup Ensures Maximum Data Collection
Don’t Get Lost in the Details > Focus on Actionable
Information
Recommended Reports
Audience Overview
Traffic Sources
Popular Site Content
Visitor Information – Geographic Location
Goals/Conversion Performance
