Into to Web Analytics – What Google Analytics Can Do For You


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R2integrated's Certified Google Analytics and Digital Marketing Strategist, Arden Kaley, provides you with an in-depth overview of the various features available in the Google Analytics platform and how to leverage them to best serve your business needs.

You will learn:

- How Google Analytics works
- Key features & capabilities of Google Analytics
- How to create & generate reports in Google Analytics
- How to create & apply filters, goals, and funnels in Google Analytics
- How to analyze reports,goals & funnels in Google Analytics

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Into to Web Analytics – What Google Analytics Can Do For You

  1. 1. How to Webinar: Intro to Web Analytics What Google Analytics Can Do For You May 2012
  2. 2. IntroductionsArden Kaley, Digital Marketing StrategistGoogle Analytics @mynameisardenAgenda @r2integrated• Intro to Google Analytics #r2ihowto• Overview of Standard Reporting • Audience Reports • Traffic Sources Reports• How to Use Custom Tracking URLs • Content & Conversion Reports • How to Set Up Goals & Funnels• Arden’s Top 5 Reports you Have to Read• Overview of Administration • How to Track Site Searches • How to Use Custom Tracking URLs & Code Variations• Arden’s Top 5 Settings You Must Set Up• Analytics Best Practices• Q&A
  3. 3. OpenWebStudio
  4. 4. Intro to Google AnalyticsWhat Google Analytics Can Do For You OPTIMIZE & IMPROVE TO ACHIEVE BUSINESS GOALSUnderstand Your Audience Gain Insights That Matter Customize Reports• Who are they? • How do visitors behave? • What reports best address• Where did they come • What distinguishes converting my business needs? from? visitors from non-converting • What metrics can I bring• What do they want to visitors? together to see the full know? • What segments are most likely picture? to convert?
  5. 5. Getting Started
  6. 6. Getting StartedTracking Code When deciding whether or not to use subdomain or cross domain tracking, consider all the web properties (individual websites) that your brand has. Learn more about @googleanalytics sub and cross domain tracking:
  7. 7. Getting Started Visitors OverviewHome vs. Custom Tab The Home tab shows you a list of all your dashboards, the Intelligence Events, as well as Real Time tracking. On the custom tab, you can create a custom report that connects two pieces of data that are listed in separated reports under in the Standard Reporting. Custom Reporting Tab
  8. 8. Standard Reporting Visitors OverviewAudience Reports Audience Reports give you a clear picture of who your audience is, answering the New vs. Returning Visitors question “What do they look like?” Location Demographics Have you ever seen your own site as a referring source for itself? This can help you figure out why: Engagement Behavior
  9. 9. Standard ReportingTraffic Sources Reports All Traffic Sources The Traffic Sources section is where you can begin to answer the question “How are people finding your site?” by either source or medium. Traffic Sources Overview Social: Pages Where are your visitors coming from: how to understand and optimize the Traffic Sources reports.
  10. 10. Custom Tracking URLsCustom URL Tracking Tool: URL Builder Anytime your digital or offline marketing assets drive visitors back to your website, use the URL Builder to create custom tracking links for each asset for better attribution of marketing leads. If you’re sending out links back to your site, use the custom GA tracking codes. It’s too simply not to!
  11. 11. Standard ReportingContent Reports Pages Report The Content section helps you to understand what content on your site visitors are interacting with and how they navigate between that content. Navigation SummaryDevelop a converting visitorprofile to optimize your site forconversions! Should you be using Event Tracking on your website? Probably – here’s why:
  12. 12. Standard ReportingConversion Reports Goal Set Up All the reports in this section answer the question you want Multi Channel Funnels to know – are people doing what I want them to on my website? Assisted Conversions What match type fits your goals? Learn more from @googleanalytics
  13. 13. Admin OverviewSite Search When visitors use the Site Search, they are telling you exactly what they are looking for – listen to them! Listen to your web visitors by enabling site search in your #analytics data
  14. 14. Admin OverviewGoals & Funnels Establish what it is visitors on your site should be doing, then begin to track this data using URL destination, time on site, pages per visit, or event tracking goals. Understand goal types in @googleanalytics
  15. 15. Arden’s Top 5Reports You Have to ReadTraffic Sources• Utilize the Visitors with Conversion segment to better understand the most profitable traffic sources and leverage these sources to gain more qualified visitorsSite Search• These visitors are telling you exactly what they’re looking for! Listen to what your visitors are telling you and optimize pages accordinglyMobile Devices• We’re seeing increasing numbers of visits from mobile devices, but not an increase in conversions from mobile devices. Ensure your website is optimized for mobile visitors to convert.Top Conversion Paths• Found in the Multi-Channel Funnels section, this report will give insight into how often visitors have to come to your website before converting as well as how they are connecting with you.Content Pages• Like with the Traffic Sources, look at the top content pages but then compare this data with the top content pages from Visitors with Conversions. You may find that converting visitors are highly interested in a particular piece of content on your website that you need to draw out onto top tier pages. You can also learn a lot about your visitors by examining how they navigate the site through the Navigation Summary.
  16. 16. Arden’s Top 5Settings You Have to Set UpAnnotations• These are essential in understanding the peaks and valleys in your data. Although you can operate without them, having them directly in your charts will be a quick time saver when analyzing your data.Event Tracking• Somewhere on your site, there is a micro conversion that you can’t track just through pageviews. Use event tracking to better understand how visitors engage with your site.Filtered Profile• Get rid of your employees’ visits to the site! We want to know how people outside of your company are engaging with the site.Goals• What do you want people to do when they get to your website? Figure that out, then track it!Advanced Segments• By far my favorite feature to use, Advanced Segments can be set up for anything and everything – mobile visitors with conversions, mobile non-branded visitors who came through an interior page from organic search, banner ad visitors who spent more than 10 seconds on the site, etc. Learn how these custom segments navigate your site to better understand each audience.
  17. 17. Arden’s Top 5Analytics Best PracticesUse Annotations to Dictate When You Make Changes• This is a Arden’s Top 5 setting because it’s a best practice. If you include these dates within you’ll be able to start seeing how your digital marketing efforts are affecting your website traffic.Have at Least 3 Profiles per Web Property• When you create a web property you should have the following 3 profiles • Unfiltered: no changes, no goals, no filters, just data • Test Profile: include all your filters and goals, and use this profile to test if they are working before moving them to the… • Reporting Profile: after checking the filters and goals are accurately set up on the test profile, copy them to this profile which will always be the profile you use when pulling any reportUse utm Tracking Links on Every Inbound Link• This allows you to control the cleanliness of your data and accurately attribute web traffic to your marketing efforts so that you can better understand what is bringing you the best ROI
  18. 18. Arden’s Top 5Analytics Best PracticesCreate a Converting Visitor Profile• Understand what it takes to get a visitor to convert on your website, then optimize the way you reach potential customers as well as the user experience on your website to direct them to the appropriate content that is likely to result in conversions.Keep Digging!• When you are looking through the Standard Reporting, there’s nothing you can do to edit, delete, or change the data that you’re working with. So slice and dice away! This is your playground so don’t be afraid to dig in and drill down as much as you possibly can. Draw conclusions from the data you see, identify trends, and test other theories. You can never ruin the data that’s been collected – so go nuts!
  19. 19. Questions & AnswersConnect With MeArden Kaley, Digital Marketing StrategistGoogle Analytics Read all our tweets by following #r2ihowto or visit our blog to learn more