Getting Started with Google
Analytics Tools!
Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tend...
Caitlin Kaluza
SEM Team
Marketing Team
schipul.com/qcait
Caitlin Kaluza | ckaluza@schipul.com | @qcait
What do I do with
all this data?
@tendenci | www.tendenci.com | blog.tendenci.com
The Question
flickr.com/photos/oakleyorig...
@tendenci | www.tendenci.com | blog.tendenci.com
1. Getting Started
2. Reports to Focus On
3. Goal Tracking
4. Benchmarks
5. Making Decisions with this Information
6. AB T...
Getting Started
Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tendenci.com | @tendenci
Getting Started
1. Why Google
Analytics?
2. Embed Javascript
code on each page
3. Set up Goal tracking
to get the most out...
• Tendenci Reports Data
Behind the Login
i.e. Invoices Reports,
Membership Reports, Top
Spenders
• Tendenci Reports Data
f...
Click “Add to
Dashboard” to
add any report to
your dashboard
Dashboard Set Up
@tendenci | www.tendenci.com | blog.tendenci...
Click “Email” to
have any report
or dashboard
automatically
emailed to you
periodically
Automatic Email Reports
@tendenci ...
Google Analytics Definitions
1. Visits # of instances of a visit
2. Pageviews Total views of all pages
3. Pages/Visit # of ...
•Bounce Rate recommendation: < 50%
•Pages per visit recommendation: > 2
Engagement Benchmarks
@tendenci | www.tendenci.com...
Top Google Analytics Reports
Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tendenci.com | @tend...
Top Reports to Focus On
1. Traffic Trends
• Traffic Patterns
• Traffic Sources
2. Audience Demographics
• Mobile
• Geograp...
Part 1: Traffic Trends
Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tendenci.com | @tendenci
Traffic Patterns
@tendenci | www.tendenci.com | blog.tendenci.com
• Look at Month/Month
and Year/Year
• Online should mirror...
Tip: Add Notes
@tendenci | www.tendenci.com | blog.tendenci.com
Get in the habit of adding them!
Traffic Sources
@tendenci | www.tendenci.com | blog.tendenci.com
Benchmark: 60-75%
Search Engine Traffic
Who Links to You
Social Sources
@tendenci | www.tendenci.com | blog.tendenci.com
Part 2: Audience Demographics
Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tendenci.com | @ten...
Geography
@tendenci | www.tendenci.com | blog.tendenci.com
• Is it what you expected?
• Where is there opportunity?
Mobile
@tendenci | www.tendenci.com | blog.tendenci.com
• Our Nonprofit clients have seen a 30% increase
in mobile traffic 2013 vs 2012
• 13% of all web traffic is now mobile (Forbes)...
• Mobile Users want the same
experience
• 85% of mobile users say they
watch TV with their devices
• Google Rewards Mobile...
Part 3: Keywords and Content
Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tendenci.com | @tend...
•Top Content Report
•Page Path Level Report -
Shows Data Aggregated by
Module
•Tendenci Event Logs
Content Reports
@tenden...
Navigation Paths
@tendenci | www.tendenci.com | blog.tendenci.com
• Top Content
tends to not
change much
• Look at
Navigat...
• Is it what you expected?
• Can you add more
content around popular
topics?
• Can you make other
content more findable/
in...
•Non-branded Terms
•By Traffic and Conversions
•Look for Surprises
Google Analytics Keyword Report
@tendenci | www.tendenci....
• What keywords are
missing? Can you add
content around those
topics?
• What keywords are
sticking?
• What new keywords
ar...
• Top 10 Ways to...
• Hot Topics/In the News
• Infographics
• How to/FAQs
• Tag People
• Local Content
• Revisit/Update Po...
•Title Tag/Meta
•Content Text
•Alt Tags on Images
•Cross Links
•Photo/Video Tags &
Descriptions
Incorporate Keywords Into ...
Conversion Tracking
Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tendenci.com | @tendenci
What is a Goal?
@tendenci | www.tendenci.com | blog.tendenci.com
• Three Types:
• URL Destination
(Confirmation page of
Co...
Set Up Goals
@tendenci | www.tendenci.com | blog.tendenci.com
• Admin > Goals >
Add confirmation
page URL
• Allowed 4 sets...
A/B Testing
Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tendenci.com | @tendenci
There is no such thing as a
marketing argument, only
a marketing TEST.
@tendenci | www.tendenci.com | blog.tendenci.com
Set up a unique tracking URL for
different versions of the same URL
Google URL Builder
@tendenci | www.tendenci.com | blog....
URL looks like:
http://houstonzoo.org/
support/?
utm_source=houstonzoo
&utm_medium=template
_top_banner&utm_campa
ign=Tige...
Click
Sources >
Campaigns
to view
results
Google URL Builder
@tendenci | www.tendenci.com | blog.tendenci.com
Content Experiments
@tendenci | www.tendenci.com | blog.tendenci.com
A Bvs.
More Resources
Caitlin Kaluza | ckaluza@schipul.com | @qcait
Tendenci Open Source CMS | tendenci.com | @tendenci
Resources
@tendenci | www.tendenci.com | blog.tendenci.com
1. Google Support -
support.google.com/analytics
2. Google Anal...
More Tracking Tools
@tendenci | www.tendenci.com | blog.tendenci.com
Tip: Add + on the end of any
bit.ly URL to see stats
Heat Map Tools
@tendenci | www.tendenci.com | blog.tendenci.com
CrazyEgg.com
Questions?
Caitlin Kaluza
ckaluza@schipul.com
@qcait
Tendenci Open Source CMS
tendenci.com
@tendenci
blog.tendenci.com
ten...
• Follow the Tendenci Blog
blog.tendenci.com
• Sign up for the Tendenci
Newsletter List
tendenci.com/newsletter
Keep Up to...
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Intro to Google Analytics Webinar

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This presentation is from the webinar "Intro to Google Analytics." This webinar focuses on which reports are most important when reviewing your Analytics data, but also how to make decisions and changes to your website content based on that data.

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Intro to Google Analytics Webinar

  1. 1. Getting Started with Google Analytics Tools! Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci Intro to Google Analytics
  2. 2. Caitlin Kaluza SEM Team Marketing Team schipul.com/qcait Caitlin Kaluza | ckaluza@schipul.com | @qcait
  3. 3. What do I do with all this data? @tendenci | www.tendenci.com | blog.tendenci.com The Question flickr.com/photos/oakleyoriginals/3526895658
  4. 4. @tendenci | www.tendenci.com | blog.tendenci.com
  5. 5. 1. Getting Started 2. Reports to Focus On 3. Goal Tracking 4. Benchmarks 5. Making Decisions with this Information 6. AB Testing What We’ll Cover @tendenci | www.tendenci.com | blog.tendenci.com
  6. 6. Getting Started Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
  7. 7. Getting Started 1. Why Google Analytics? 2. Embed Javascript code on each page 3. Set up Goal tracking to get the most out of Analytics @tendenci | www.tendenci.com | blog.tendenci.com
  8. 8. • Tendenci Reports Data Behind the Login i.e. Invoices Reports, Membership Reports, Top Spenders • Tendenci Reports Data from the Database i.e. 404 Reports, Event Logs Tendenci Reporting vs. Analytics @tendenci | www.tendenci.com | blog.tendenci.com
  9. 9. Click “Add to Dashboard” to add any report to your dashboard Dashboard Set Up @tendenci | www.tendenci.com | blog.tendenci.com
  10. 10. Click “Email” to have any report or dashboard automatically emailed to you periodically Automatic Email Reports @tendenci | www.tendenci.com | blog.tendenci.com
  11. 11. Google Analytics Definitions 1. Visits # of instances of a visit 2. Pageviews Total views of all pages 3. Pages/Visit # of Pages viewed in the avg. visit 4. Bounce Rate People who landed on one page & left without clicking anywhere 5. New Visits Based on a cookie in your browser @tendenci | www.tendenci.com | blog.tendenci.com
  12. 12. •Bounce Rate recommendation: < 50% •Pages per visit recommendation: > 2 Engagement Benchmarks @tendenci | www.tendenci.com | blog.tendenci.com
  13. 13. Top Google Analytics Reports Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
  14. 14. Top Reports to Focus On 1. Traffic Trends • Traffic Patterns • Traffic Sources 2. Audience Demographics • Mobile • Geography 3. Keywords & Content • Top Keywords • Content/Navigation Paths @tendenci | www.tendenci.com | blog.tendenci.com
  15. 15. Part 1: Traffic Trends Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
  16. 16. Traffic Patterns @tendenci | www.tendenci.com | blog.tendenci.com • Look at Month/Month and Year/Year • Online should mirror what happens Offline
  17. 17. Tip: Add Notes @tendenci | www.tendenci.com | blog.tendenci.com Get in the habit of adding them!
  18. 18. Traffic Sources @tendenci | www.tendenci.com | blog.tendenci.com Benchmark: 60-75% Search Engine Traffic Who Links to You
  19. 19. Social Sources @tendenci | www.tendenci.com | blog.tendenci.com
  20. 20. Part 2: Audience Demographics Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
  21. 21. Geography @tendenci | www.tendenci.com | blog.tendenci.com • Is it what you expected? • Where is there opportunity?
  22. 22. Mobile @tendenci | www.tendenci.com | blog.tendenci.com
  23. 23. • Our Nonprofit clients have seen a 30% increase in mobile traffic 2013 vs 2012 • 13% of all web traffic is now mobile (Forbes) • Our Nonprofit clients average 27% mobile traffic in Q1 of 2013 Mobile Benchmarks @tendenci | www.tendenci.com | blog.tendenci.com
  24. 24. • Mobile Users want the same experience • 85% of mobile users say they watch TV with their devices • Google Rewards Mobile Content in Mobile Search Results Everything is Mobile @tendenci | www.tendenci.com | blog.tendenci.com 1 2 4 3 1 2 3 4
  25. 25. Part 3: Keywords and Content Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
  26. 26. •Top Content Report •Page Path Level Report - Shows Data Aggregated by Module •Tendenci Event Logs Content Reports @tendenci | www.tendenci.com | blog.tendenci.com
  27. 27. Navigation Paths @tendenci | www.tendenci.com | blog.tendenci.com • Top Content tends to not change much • Look at Navigation Paths from your homepage particularly
  28. 28. • Is it what you expected? • Can you add more content around popular topics? • Can you make other content more findable/ interesting? What Do I Do With this Data? @tendenci | www.tendenci.com | blog.tendenci.com
  29. 29. •Non-branded Terms •By Traffic and Conversions •Look for Surprises Google Analytics Keyword Report @tendenci | www.tendenci.com | blog.tendenci.com
  30. 30. • What keywords are missing? Can you add content around those topics? • What keywords are sticking? • What new keywords are emerging? What Do I Do With this Data? @tendenci | www.tendenci.com | blog.tendenci.com
  31. 31. • Top 10 Ways to... • Hot Topics/In the News • Infographics • How to/FAQs • Tag People • Local Content • Revisit/Update Popular Content Content Brainstorming @tendenci | www.tendenci.com | blog.tendenci.com
  32. 32. •Title Tag/Meta •Content Text •Alt Tags on Images •Cross Links •Photo/Video Tags & Descriptions Incorporate Keywords Into Your Content slideshare.net/Tendenci/optimizing-your- tendenci-site-for-seo-seo-for-cms @tendenci | www.tendenci.com | blog.tendenci.com
  33. 33. Conversion Tracking Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
  34. 34. What is a Goal? @tendenci | www.tendenci.com | blog.tendenci.com • Three Types: • URL Destination (Confirmation page of Contact form, Donation form, etc.) • Time on Site • Pages/visit • Adds a tab to all reports
  35. 35. Set Up Goals @tendenci | www.tendenci.com | blog.tendenci.com • Admin > Goals > Add confirmation page URL • Allowed 4 sets of 5
  36. 36. A/B Testing Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
  37. 37. There is no such thing as a marketing argument, only a marketing TEST. @tendenci | www.tendenci.com | blog.tendenci.com
  38. 38. Set up a unique tracking URL for different versions of the same URL Google URL Builder @tendenci | www.tendenci.com | blog.tendenci.com
  39. 39. URL looks like: http://houstonzoo.org/ support/? utm_source=houstonzoo &utm_medium=template _top_banner&utm_campa ign=Tiger_Donate_Link Google URL Builder @tendenci | www.tendenci.com | blog.tendenci.com
  40. 40. Click Sources > Campaigns to view results Google URL Builder @tendenci | www.tendenci.com | blog.tendenci.com
  41. 41. Content Experiments @tendenci | www.tendenci.com | blog.tendenci.com A Bvs.
  42. 42. More Resources Caitlin Kaluza | ckaluza@schipul.com | @qcait Tendenci Open Source CMS | tendenci.com | @tendenci
  43. 43. Resources @tendenci | www.tendenci.com | blog.tendenci.com 1. Google Support - support.google.com/analytics 2. Google Analytics Blog - analytics.blogspot.com 3. Lynda.com - Google Analytics Essential Training
  44. 44. More Tracking Tools @tendenci | www.tendenci.com | blog.tendenci.com Tip: Add + on the end of any bit.ly URL to see stats
  45. 45. Heat Map Tools @tendenci | www.tendenci.com | blog.tendenci.com CrazyEgg.com
  46. 46. Questions? Caitlin Kaluza ckaluza@schipul.com @qcait Tendenci Open Source CMS tendenci.com @tendenci blog.tendenci.com tendenci.com/events @tendenci | www.tendenci.com | blog.tendenci.com
  47. 47. • Follow the Tendenci Blog blog.tendenci.com • Sign up for the Tendenci Newsletter List tendenci.com/newsletter Keep Up to Date With Tendenci @tendenci | www.tendenci.com | blog.tendenci.com

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