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4 Instant insights You Can Get From Google Analytics

This presentation will introduce you the basic to analyzing Google Analytics data. I'll show you how to navigate through Google Analytics dashboard, how to obtain instant data insights and how to use these data to guide your business/marketing strategy.

Whether you are a startup founder or business owner selling products/services via the Internet, or if you're interested to learn more about digital marketing, this information is for you!

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4 Instant insights You Can Get From Google Analytics

  1. 1. 4 Instant Insights You Can Get From Google Analytics MashWebby.com Digital Marketing/Web Agency How to make the most of Google Analytics data for smarter marketing decisions?
  2. 2. Hi there! I’m Zoe Chew Digital Marketing/Web Agency
  3. 3. Zoe… Digital Marketing/Web Agency Founder at MashWebby.com Digital marketer for startups Startup marketing training, Web development, SEO, Social Media & Web Analytics agency My LinkedIn is http://bit.ly/2dMjrtp#electronicmusiclover #codetheweb I’m here, let’s get in touch!
  4. 4. Why use Google Analytics? MashWebby.com Digital Marketing/Web Agency  Get useful data and learn about user behavior  Track goals and conversions  Understand performance of your marketing channels  Collect traffic source data
  5. 5. However… MashWebby.com Digital Marketing/Web Agency Data, data, data, data…. It’s so overwhelming to read and understand!
  6. 6. Therefore… MashWebby.com Digital Marketing/Web Agency I’ll share with you the basics of analyzing Google Analytics data and how you can become more data-driven with your online marketing strategy. Note: Basic setup of Google Analytics will not be covered in this presentation. You can check out Google Analytics Help Center to read those instructions.
  7. 7. Ready to learn some analytics skill?
  8. 8. Where visitors are coming from? 1 MashWebby.com Digital Marketing/Web Agency
  9. 9.  We’re going to explore Acquisition report and analyze traffic source data  Learn how your visitors are acquired  Know where to focus your online marketing effort  Discover which channels drives traffic and conversion Key insights… Digital Marketing/Web Agency
  10. 10. First, navigate to Acquisition section, then select Overview from the dropdown. #1 Where visitors are coming from? Digital Marketing/Web Agency
  11. 11. This will give you summary about top acquisition channels, i.e. number of users acquired through search engine, social media, site referral, etc. #1 Where visitors are coming from? Digital Marketing/Web Agency
  12. 12. In this example, the top 3 acquisition channels are Organic Search, Social and Direct channels. #1 Where visitors are coming from? Digital Marketing/Web Agency
  13. 13. If you click on any channel links, it will take you to details about each acquisition channels. #1 Where visitors are coming from? Digital Marketing/Web Agency
  14. 14. For example, select Social, you will see a list of social network that brings traffic to the website. #1 Where visitors are coming from? Digital Marketing/Web Agency
  15. 15. Example: top 3 social media channels that bring the most traffic to the website are YouTube, Facebook and Quora. #1 Where visitors are coming from? Digital Marketing/Web Agency
  16. 16. To see users acquired through specific sources, click on All Traffic > Source/Medium #1 Where visitors are coming from? Digital Marketing/Web Agency
  17. 17. “Source” refers to the origin of the traffic, i.e. whether it’s from a specific website (example.com), or search engine (Google/Baidu). #1 Where visitors are coming from? Digital Marketing/Web Agency
  18. 18. “Medium” describes the general category of the source – whether it’s from organic search, website referral, paid ad (cpc), affiliate marketing channel (affiliate). #1 Where visitors are coming from? Digital Marketing/Web Agency
  19. 19. 2 MashWebby.com Digital Marketing/Web Agency What keywords are sending traffic to my website?
  20. 20.  We’re going to explore Acquisition report and analyze search queries data  Method 1: Discover keywords that lead to people visits through paid search  Method 2: Discover keywords that lead to people visits through organic search Key insights… Digital Marketing/Web Agency
  21. 21. #2 What keywords are sending traffic to the site Let’s start with Method 1 and find out how paid search is driving traffic to your site Note: use this method if you’ve already started running AdWords campaign Digital Marketing/Web Agency
  22. 22. Go to Acquisition > AdWords, then select Search Queries from the dropdown #2 What keywords are sending traffic to the site Digital Marketing/Web Agency
  23. 23. This page will show you the most popular keywords people use to find your website via Google AdWords campaign. #2 What keywords are sending traffic to the site Digital Marketing/Web Agency
  24. 24. In this example, the top 3 keywords through paid ad campaign are: google merchandise store, google merchandise, and google online store #2 What keywords are sending traffic to the site Digital Marketing/Web Agency
  25. 25. To the right, you will see how well each keyword is performing, based on its Click- Through-Rate and other details such as total ad cost spent and Cost per Click #2 What keywords are sending traffic to the site Digital Marketing/Web Agency
  26. 26. #2 What keywords are sending traffic to the site Method 2 is about finding top keywords that lead to people visit via organic search Note: you have to link Search Console (Webmaster Tool) with Google Analytics to see this report Digital Marketing/Web Agency
  27. 27. #2 What keywords are sending traffic to the site Go to Acquisition > Search Console, then select Queries from the dropdown menu Digital Marketing/Web Agency
  28. 28. #2 What keywords are sending traffic to the site This page will show you the top organic search keywords from Google Digital Marketing/Web Agency
  29. 29. #2 What keywords are sending traffic to the site Unfortunately, in 2011, Google announced its decision to encrypt keyword data to protect user’s privacy. Therefore, leaving most of the keywords data hidden and listed as (not set). Digital Marketing/Web Agency
  30. 30. #2 What keywords are sending traffic to the site The best part is, you can still get some ideas on what keywords your target audience is using to find your brand. Digital Marketing/Web Agency
  31. 31. 3 MashWebby.com Digital Marketing/Web Agency Which landing page do I need to optimize?
  32. 32.  We’re going to explore Behavior report and analyze users behavior data  Identify pages that end up with the highest bounce rate Key insights… Digital Marketing/Web Agency
  33. 33. #3 Which landing page do I need to optimize? Let’s start by looking at pages with high bounce rate. Digital Marketing/Web Agency Bouncing occurs when a visitor views just one page and then leaves.
  34. 34. #3 Which landing page do I need to optimize? Now go to Behavior > Site Content, then select All Pages from the dropdown Digital Marketing/Web Agency
  35. 35. #3 Which landing page do I need to optimize? Then, sort Bounce Rate metric by clicking the column Digital Marketing/Web Agency
  36. 36. #3 Which landing page do I need to optimize? To get an accurate view on important pages, you’ll have to sort data by selecting “Weighted” from Sort Type menu Digital Marketing/Web Agency
  37. 37. #3 Which landing page do I need to optimize? Now you can clearly see pages that end up with high bounce rate Digital Marketing/Web Agency With these data, identify what causes people to bounce and how you can improve Read more about tips on optimizing landing page here: http://bit.ly/2dLKHHD
  38. 38. 4 MashWebby.com Digital Marketing/Web Agency Which sources are sending bounce traffic to my website?
  39. 39.  We’re going to explore Behavior report and analyze users behavior data  Identify traffic sources that send the highest bounce rate to website pages Key insights… Digital Marketing/Web Agency
  40. 40. #4 Which sources are sending bounce traffic? Another powerful insights you can get from Behavior report is to look at which traffic sources contribute to the high bounce rate Digital Marketing/Web Agency
  41. 41. #4 Which sources are sending bounce traffic? To do this, you will have to repeat the previous steps. Digital Marketing/Web Agency Go to Behavior > Site Content > All Pages Sort Bounce Rate in the column, and select Weighted sort
  42. 42. #4 Which sources are sending bounce traffic? Type in Source/Medium in the search boxes from Secondary dimension. Digital Marketing/Web Agency
  43. 43. #4 Which sources are sending bounce traffic? Digital Marketing/Web Agency After adding Source/Medium to Pages report, you will see top traffic sources that contribute to high bounce rate
  44. 44. #4 Which sources are sending bounce traffic? Digital Marketing/Web Agency In this example, it’s shown that youtube.com (referral) is sending a lot bounce traffic to /home page
  45. 45. #4 Which sources are sending bounce traffic? Digital Marketing/Web Agency E.g.: if you measure against Pageviews, you’ll notice even though youtube.com seems to send bouncing traffic, it also has the highest Pageviews among other pages. However, it’s important to measure against multiple metrics. Whereas baidu (organic) obtains lower Pageviews but sends relatively high bounce traffic to home page.
  46. 46. Ask a Question? Digital Marketing/Web Agency Founder at MashWebby.com Digital marketer for startups Startup marketing training, Web development, SEO, Social Media & Web Analytics agency My LinkedIn is http://bit.ly/2dMjrtp#electronicmusiclover #codetheweb I’m here, let’s get in touch!
  47. 47. MashWebby.com Digital Marketing/Web Agency THANK YOULove what you read? Share it with your colleagues 

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