Google Analytics 101 Overview


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Google Analytics 101 Overview

  1. 1. Making Analytics Work For YouIntroduction to Google Analytics
  2. 2. Search Smart Marketing• Mission▫ Deliver superior client service and results by effectively integrating strategy,project management, client service and technology.• Search Engine Optimization (SEO)• Paid Search Advertising• Local Search Optimization• Social Media Marketing• Review Monitoring & Management• Mobile Advertising & SEO• Video Optimization• Display/Banner Planning & Placement
  3. 3. Kate Hamilton-Miller• Graphic Designer• Started Digital Marketing, 2004• Joined Search Smart in 2008• Certifications▫ Google▫ Bing▫ Social Media• Memberships▫ SEMPO▫ National Association of ProfessionalWomen (NAPW)▫ Women Centric
  4. 4. What Is Analytics?• Definition▫ Analytics is the discovery and communication ofmeaningful patterns in data▫ Web analytics is the measurement, collection,analysis and reporting of internet data forpurposes of understanding and optimizing webusageSource: Wikipedia
  5. 5. 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)
  6. 6. Google Analytics 101• Terminology• Proper Set-up• Top 5 Reports• Turning Findings into Actions• Recent Additions
  7. 7. Analytics Lingo• Tracking Code▫ JavaScript placed on each page of your site• Tracking URL▫ Web Address of the page on your site you want todirect visitors to + relevant marketing info• Campaign▫ Marketing initiative; Email Blast; Paid Search Ads
  8. 8. Google Analytics Setup• Free account▫• Link to AdWords▫• Webmaster Tools Integration▫• Define Goals and Conversion FunnelsUSE THESAMELOGINACROSSALLGOOGLEPRODUCTS
  9. 9. 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
  10. 10. AdWords Auto-Tagging• Login to AdWords• My Account > Preferences• Edit, Check Destination URL Auto-Tagging• Save Changes
  11. 11. AdWords Auto-Tagging
  12. 12. Reviewing Your Data – Report #1
  13. 13. 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 ofincrease or decrease in visits
  14. 14. 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. 15. Reviewing Your Data – Report #2
  16. 16. Reviewing Your Data – Report #3
  17. 17. Report #3 – Popular Site Content• Derive Meaning▫ What pages of your site are visitors drawn to?▫ What pages do people visit, then immediately leaveyour 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
  18. 18. Reviewing Your Data – Report #4
  19. 19. 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 lowvolume/high response areas▫ Review paid search targeting settings if traffic iscoming from outside of your service area▫ Remove any geographic references to areas you do notserve that are mentioned on the website
  20. 20. Report #5 – Goal Conversions• Online Purchase▫ ecommercetransaction• 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. 21. Reviewing Your Data – Report #5
  22. 22. Reviewing Your Data – Report #5
  23. 23. 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 desiredaction(s)?▫ Which efforts are performing best?▫ Do under-performing campaigns have a clear callto action?
  24. 24. Key Takeaways• Proper Setup Ensures Maximum Data Collection• Don’t Get Lost in the Details > Focus on ActionableInformation• Recommended Reports▫ Audience Overview▫ Traffic Sources▫ Popular Site Content▫ Visitor Information – Geographic Location▫ Goals/Conversion Performance
  25. 25. Want to Learn More?Join Us June 19thfor an in-depth review of Google Analytics▫ Actionable Reporting▫ Measuring Marketing Initiatives▫ Conversion Funnels▫ Visitor Flows▫ Advanced Segments▫ Multi-Channel Attribution▫ Real-Time Events & Widgets▫ Customized Reports
  26. 26. Thank You!Kate Questions: Use #7WondersAnalyticsSearch Smart