GROUP
KARCHER
THE
Google Analytics
How To Make Sense of Your Stats
Presented by Leanne Wicks
Web Marketing Strategist
TODAY’S TOPICS
1. What is Google Analytics?
2. How to set up GA on your site
3. Common Terminology
4. Types of Traffic
5. ...
1.
What is Google
Analytics?
+ What is Google
Analytics?
• Free web site tracking provided by Google
• Powerful!
• Overwhelming 
+ How Does It Work
• JavaScript code that is placed in a common
file on your site executes when someone visits
a page on y...
2.
How To Set Up
Google Analytics
+ Account Creation
• Sign up for Analytics using a Google account
at www.google.com/analytics
 Use a dedicated business a...
+ Account Settings
• Choose “Universal Analytics”
• Name your property, usually URL
• Specify the URL, industry and time z...
+ Tracking Code
+ Placing the Code
• Code goes in a common file just before the
</head> tag
• Works across the domain and any subdomains
(...
+ Users
Give others access to your site’s analytics
 Users – can ONLY read reports
 Administrators – Full access; only f...
+ Profiles & Filters
• Keep an unfiltered profile
• Segment out data that you don’t want
 Internal traffic
 Agency Traff...
+ Events
• Special coding added to things like PDF
downloads, videos, external clicks
• Must be set up, not a default
• Im...
+ Goals
• Every site has a goal, what is yours?
 Destination
 Duration
 Pages/Screens per visit
 Event
• The “Goals” s...
+ Destination Goal
Match Types
• Destination Goals require you to set the URL
you’d like someone to visit
 Head - /offer/...
+ Goal Funnels
Specify the steps a visitor must take during a
single visit in order to reach a goal
 Useful for determini...
+ Sales
• If your site sells online, enable e-commerce
tracking
 Under “Profile Settings” select, “Yes, an
Ecommerce Site...
3.
Common
Google Analytics
Terminology
+ Audience Overview
+ Audience Overview
• Visits - # of times someone came to your site
• Unique Visits - # of times you received a
unique vis...
+ Audience Overview
• Pages/visit – average # of pages/visit
• Average visit duration – how long were visitors
on your sit...
4.
Types of
Traffic
+ 4 Types
• Direct
 Types URL into address bar /bookmark
• Referral
 Clicked a link on another site that brought
them to...
+ Most Important
Traffic
All of it!
• But, as web marketers, we are particularly
interested in non-branded organic traffic...
+ How to Increase Non-
Branded Organic
Traffic
• Keyword Research
• SEO
• Good quality, relevant, frequently updated
conte...
5.
What Reports
Are Important
+ Depends on Goals
+ Audience Overview
• Quick glance with important metrics like
visitors, pageviews and bounce rates
• High level picture o...
+ Traffic Sources
• What kind of traffic you are
getting (direct, referral, search,
campaign)
• What keywords people are u...
+ Campaign Tracking
• Tag links in newsletters, banner ads and even
print publications and find out if anyone is
actually ...
+ Content
• All Pages
 What pages are visitors
viewing?
 How much time are they
spending on pages?
 Where do they go wh...
+ Content
• Events
 Special code can track when people open
PDFs, download videos or click to external
links
 This is va...
+ Conversions
• Goals
 Get reports on the goals you
created for your site
 View the steps people took to
complete a goal...
+ GA Reports:
Everything Else
• Dozens of other reports that let you drill down
to very specific data
 Where are visitors...
THANK
YOU
Any Questions?
Learn more at TKGenius.com
Leanne Wicks • lwicks@tkg.com
TKG's Breakfast Bootcamp 2013: How to Make Sense of Your Stats - Google Analytics
Upcoming SlideShare
Loading in …5
×

TKG's Breakfast Bootcamp 2013: How to Make Sense of Your Stats - Google Analytics

689 views

Published on

New to Google Analytics or just need a refresher? TKG's Breakfast Bootcamp, How to Make Sense of Your Stats - Google Analytics, is here to help! This 1 hour presentation walks you through some of the most important aspects of setting up, and using Google Analytics.

  • Be the first to comment

  • Be the first to like this

TKG's Breakfast Bootcamp 2013: How to Make Sense of Your Stats - Google Analytics

  1. 1. GROUP KARCHER THE Google Analytics How To Make Sense of Your Stats Presented by Leanne Wicks Web Marketing Strategist
  2. 2. TODAY’S TOPICS 1. What is Google Analytics? 2. How to set up GA on your site 3. Common Terminology 4. Types of Traffic 5. What Reports are Important?
  3. 3. 1. What is Google Analytics?
  4. 4. + What is Google Analytics? • Free web site tracking provided by Google • Powerful! • Overwhelming 
  5. 5. + How Does It Work • JavaScript code that is placed in a common file on your site executes when someone visits a page on your site • Uses cookies to track visitors  1st party cookies, safe and unobtrusive • If JavaScript or cookies are disabled, your visits aren’t tracked • Data is anonymous and confidential
  6. 6. 2. How To Set Up Google Analytics
  7. 7. + Account Creation • Sign up for Analytics using a Google account at www.google.com/analytics  Use a dedicated business account, not your personal Gmail  Click “Create Account” and login with the Google account
  8. 8. + Account Settings • Choose “Universal Analytics” • Name your property, usually URL • Specify the URL, industry and time zone • Name your account, usually business name • Click “Get Tracking ID”
  9. 9. + Tracking Code
  10. 10. + Placing the Code • Code goes in a common file just before the </head> tag • Works across the domain and any subdomains (i.e. breakfastbootcamp.com, blog.breakfastbootcamp.com, etc.)
  11. 11. + Users Give others access to your site’s analytics  Users – can ONLY read reports  Administrators – Full access; only for people you trust.   Must have a Google account to access
  12. 12. + Profiles & Filters • Keep an unfiltered profile • Segment out data that you don’t want  Internal traffic  Agency Traffic • Typically done by IP address • Cannot be done retroactively
  13. 13. + Events • Special coding added to things like PDF downloads, videos, external clicks • Must be set up, not a default • Important for Goal Tracking
  14. 14. + Goals • Every site has a goal, what is yours?  Destination  Duration  Pages/Screens per visit  Event • The “Goals” section under “Admin” will walk you through goal set up • Can also assign goal value, if you know it
  15. 15. + Destination Goal Match Types • Destination Goals require you to set the URL you’d like someone to visit  Head - /offer/  Exact - /offer/january-offer.html  Regular Expression - /.*/signup.html  Most challenging to create, but most flexible
  16. 16. + Goal Funnels Specify the steps a visitor must take during a single visit in order to reach a goal  Useful for determining whether your on-site conversion funnel is working as expected
  17. 17. + Sales • If your site sells online, enable e-commerce tracking  Under “Profile Settings” select, “Yes, an Ecommerce Site”  Then, enlist your favorite nerd to help you alter the tracking code appropriately 
  18. 18. 3. Common Google Analytics Terminology
  19. 19. + Audience Overview
  20. 20. + Audience Overview • Visits - # of times someone came to your site • Unique Visits - # of times you received a unique visitor to your site, always fewer uniques than visits • Pageviews – how many different pages were loaded on your site, always more than visits
  21. 21. + Audience Overview • Pages/visit – average # of pages/visit • Average visit duration – how long were visitors on your site? • Bounce rate – a visitor viewed just a single page and left • New vs. Returning visits – using cookies, Google can tell you if your visitors have been there before
  22. 22. 4. Types of Traffic
  23. 23. + 4 Types • Direct  Types URL into address bar /bookmark • Referral  Clicked a link on another site that brought them to yours • Search  Organic  Paid • Campaign  Tagged URLs: email, banners, print
  24. 24. + Most Important Traffic All of it! • But, as web marketers, we are particularly interested in non-branded organic traffic  Non-branded means your company name is not included in the search  Indicates that you are likely reaching people who don’t already know you; a brand new audience
  25. 25. + How to Increase Non- Branded Organic Traffic • Keyword Research • SEO • Good quality, relevant, frequently updated content • Ongoing marketing efforts every month! … AKA: Web Marketing from TKG!    (Sales pitch = OVER )
  26. 26. 5. What Reports Are Important
  27. 27. + Depends on Goals
  28. 28. + Audience Overview • Quick glance with important metrics like visitors, pageviews and bounce rates • High level picture of what’s happening with your site: demos, technology, mobile
  29. 29. + Traffic Sources • What kind of traffic you are getting (direct, referral, search, campaign) • What keywords people are using to access your site  Get lists of organic and paid keywords and the details on which performed best  Use advanced search to exclude branded phrases
  30. 30. + Campaign Tracking • Tag links in newsletters, banner ads and even print publications and find out if anyone is actually visiting them or converting • Very powerful to determine impact of other marketing efforts
  31. 31. + Content • All Pages  What pages are visitors viewing?  How much time are they spending on pages?  Where do they go when they leave a page? • Landing Pages  Where do people enter the site?  What do they do next?
  32. 32. + Content • Events  Special code can track when people open PDFs, download videos or click to external links  This is valuable data that requires a little extra work to set up, but it’s worth the effort. May require help from your favorite nerd. 
  33. 33. + Conversions • Goals  Get reports on the goals you created for your site  View the steps people took to complete a goal • E-Commerce • Get sales data  Segment based on type of traffic, location, etc
  34. 34. + GA Reports: Everything Else • Dozens of other reports that let you drill down to very specific data  Where are visitors located, technology  How are they moving throughout your site  Real time! • If you find a report you love, email it to yourself or create a custom dashboard
  35. 35. THANK YOU Any Questions? Learn more at TKGenius.com Leanne Wicks • lwicks@tkg.com

×