Google Analytics for Business Owners

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Online Marketing Intensive Part 3: Google Analytics for Business Owners

Maximise your profitability by understanding and applying the right analytic tools for your website.

Discover how to create your own Google Analytics dashboard and learn how to diagnose traffic profitability per keyword, per action and per source of traffic.

Feel free to drop us a message if you have any further questions about Google Analytics for your business.

Next: Conversion Optimisation - http://slidesha.re/Xvl9By

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Google Analytics for Business Owners

  1. 1. Know your numbersGoogle Analytics for Business Owners www.SearchEngineRankings.com.au
  2. 2. What is Analytics?• It is the process of tracking and measuring website data to maximize your marketing return on investment (ROI).• It helps to understand visitor behaviour and use the information to make decisions that help in achieving business goals. www.SearchEngineRankings.com.au 2
  3. 3. Providing Answers to Difficult QuestionsHow are visitors using mysite?How can I make mymarketing campaigns moreeffective and accountable?Where and when are visitorsabandoning my shopping cart?Am I creating effectivecontent?How do I improve siteinteraction? www.SearchEngineRankings.com.au 3
  4. 4. Using Analytics• Types of commercial websites• What do I want my website to do?• Site Objectives www.SearchEngineRankings.com.au 4
  5. 5. Why Measure the Web?To Understand What is Working
  6. 6. Why Measure the Web? To Fix Things that Are notTo Understand What is Working Working
  7. 7. Why Measure the Web? To Fix Things that Are notTo Understand What is Working Working To Improve our Results
  8. 8. Why Measure the Web? To Fix Things that Are notTo Understand What is Working Working To Improve our Results To Calculate our Value
  9. 9. Why Measure the Web? To Fix Things that Are notTo Understand What is Working Working To Improve our Results To Calculate our Value To Justify and Encourage Investment
  10. 10. Why Measure the Web? To Fix Things that Are notTo Understand What is Working Working To Improve our Results To Calculate our Value To Justify and Encourage To Dominate our Niche Investment
  11. 11. Create an Account Sign Up at: google.com/analytics
  12. 12. Get the Code Place this code on your site in the <head> section
  13. 13. Put the Code on Your Site
  14. 14. Collect Data
  15. 15. But Don’t Stop There!
  16. 16. Establish Your Goals Macro Goals (Sales, Lead Forms, Store Locator)Macro Goals = Top Line Revenue
  17. 17. Establish Your Goals Macro Goals (Sales, Lead Forms, Store Locator)Macro Goals = Top Line Revenue Micro Goals (White Paper Download, Time on Site, Video Views, etc.) Micro Goals = Buyer Influence
  18. 18. Establish Your Goals Macro Goals (Sales, Lead Forms, Store Locator)Macro Goals = Top Line Revenue Micro Goals (White Paper Download, Time on Site, Video Views, etc.) Micro Goals = Buyer InfluenceConfigure your goals in Google Analytics settings You can set up to 20 goals!
  19. 19. Defining Goals/ Conversions• Form fills• White paper downloads• Request for quote• Newsletter subscriptions• Event registration• Engagement with social media www.SearchEngineRankings.com.au 19
  20. 20. Analyze Traffic Sources
  21. 21. Analyze Traffic SourcesPay attention to your traffic balance
  22. 22. Analyze Traffic Sources Pay attention to your traffic balance Set up segments to understandhow your traffic sources perform
  23. 23. Defining Key Metrics• New / repeat visitors• Are they spending enough time• Where are they spending most of their time• What is the path they follow• Using conversion funnel• Measuring visitor drop-off at every step of the funnel www.SearchEngineRankings.com.au 23
  24. 24. Customize Dashboards
  25. 25. www.SearchEngineRankings.com.au 25
  26. 26. www.SearchEngineRankings.com.au 26
  27. 27. Behind the sceneswww.SearchEngineRankings.com.au 27
  28. 28. Remarketingwww.SearchEngineRankings.com.au 28
  29. 29. Remarketingwww.SearchEngineRankings.com.au 29
  30. 30. www.SearchEngineRankings.com.au 30
  31. 31. Create Context for your Data• Don’t focus on a single metric• How does the performance of each metric compare to the site average?• How does the performance compare to last week, or last month? www.SearchEngineRankings.com.au 31
  32. 32. Creating Contextwith Visualisationswww.SearchEngineRankings.com.au 32
  33. 33. Data Driven Decision Makingwww.SearchEngineRankings.com.au 33
  34. 34. Funnel Visualisation
  35. 35. Analytics Data 35www.SearchEngineRankings.com.au
  36. 36. Analytics Datawww.SearchEngineRankings.com.au 36
  37. 37. Quantity vs Quantity 37www.SearchEngineRankings.com.au
  38. 38. Quality v/s Quantity 38www.SearchEngineRankings.com.au
  39. 39. Assisted Conversions www.SearchEngineRankings.com.au 39
  40. 40. What Else Can You Do with Google Analytics?
  41. 41. Track Mobile Websites & Apps
  42. 42. Make Reports Easy to Read
  43. 43. Track Offline Marketing
  44. 44. Track Social Media
  45. 45. Track Video Interactions
  46. 46. Analytics Settings• Access reports• Configuration, goals, Filters and users• Analytics accounts drop-down• Remove profiles• Apply Filters• Add Profiles• User permissions www.SearchEngineRankings.com.au 46
  47. 47. Report Interface• Report navigation• Settings• Help resources• Export options and email reports set-up• Link to help centre• Calendar / date slider www.SearchEngineRankings.com.au 47
  48. 48. Report StructureThere are 5 main categories:• Visitors  Visitor information such as loyalty, language and location• Traffic sources  Natural and paid sources of traffic; includes Adwords reports• Content  Pages viewed• Goals  Conversion rates and goal paths• E-commerce (if enabled)  Commerce tracking, visitor loyalty, revenue sources and product specific information www.SearchEngineRankings.com.au 48
  49. 49. Setting date and comparison date ranges• You can either use a calendar or a timeline to select a date range• Select Compare to Past and you’ll be able to set a comparison date range www.SearchEngineRankings.com.au 49
  50. 50. Reporting• Comparing two metrics on the same graph• Measuring visitor loyalty• Report formats• Scheduling & emailing• Scorecards – It provides aggregates and averages for the displayed metrics• Site-usage• Email reports• Report tabs• The dashboard• Keyword reports www.SearchEngineRankings.com.au 50
  51. 51. Bounce Rates• The definition of Bounce Rate is the percentage of visitors that hit your website on a given page and don’t visit any other pages on your site.• The bounce rate at the page level is extremely useful especially in case of landing pages for paid campaigns. www.SearchEngineRankings.com.au 51
  52. 52. Exit Rates• The definition of Exit Rate is the percentage of visitors that leave your site from a given page based on the number of visits to that page.• Sounds similar to bounce rate, what’s the difference?• Exit Rate is important for determining which page in a process isn’t performing up to expectations. For example, if you have mapped out a Website Persuasion Architecture, and find visitors are exiting the site on a webpage that is a stepping stone to a more important page, then you need to review the page’s content/layout etc. www.SearchEngineRankings.com.au 52
  53. 53. Getting started with Google AnalyticsThree simple steps to getting started with Google Analytics:• Sign up www.google.com/analytics - need a Google account• Install the tracking code across all the pages of your website• Use the new ga.js code instead of urchin .js• Verify• If running Adwords you can go through the analytics tab on the Adwords link the two accounts www.SearchEngineRankings.com.au 53
  54. 54. Understanding the Code• Understanding the tracking code• Installing the java script  If the website uses a template or a Content Management System, you can install it on the common area e.g. website footer• Installing the code on a common footer www.SearchEngineRankings.com.au 54
  55. 55. Resources• Free tools to check if the GA code has been installed properly www.sitescanGA.com – it will check for any implementation errors• You tube channel GA - http://www.youtube.com/googleanalytics?hl=en www.SearchEngineRankings.com.au 55

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