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Google Analytics - Know Your Numbers

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Google Analytics - Know Your Numbers

  1. 1. www.ArrowInternetMarketing.com.au Know your numbers Google Analytics for Business Owners
  2. 2. www.ArrowInternetMarketing.com.au 2
  3. 3. www.ArrowInternetMarketing.com.au 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. 3
  4. 4. www.ArrowInternetMarketing.com.au Providing Answers to Difficult Questions How are visitors using my site? Am I creating effective content? Where and when are visitors abandoning my shopping cart? How do I improve site interaction? How can I make my marketing campaigns more effective and accountable? 4
  5. 5. www.ArrowInternetMarketing.com.au Using Analytics • Types of commercial websites • What do I want my website to do? • Site Objectives 5
  6. 6. Why Measure the Web? To Understand What is Working
  7. 7. Why Measure the Web? To Understand What is Working To Fix Things that Are not Working
  8. 8. To Understand What is Working To Fix Things that Are not Working To Improve our Results Why Measure the Web?
  9. 9. To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value Why Measure the Web?
  10. 10. To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value To Justify and Encourage Investment Why Measure the Web?
  11. 11. To Dominate our Niche Why Measure the Web? To Understand What is Working To Fix Things that Are not Working To Improve our Results To Calculate our Value To Justify and Encourage Investment
  12. 12. Sign Up at: google.com/analytics Create an Account
  13. 13. Place this code on your site in the <head> section Get the Code
  14. 14. Put the Code on Your Site
  15. 15. Collect Data
  16. 16. But Don’t Stop There!
  17. 17. Macro Goals (Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your Goals
  18. 18. Micro Goals (White Paper Download, Time on Site, Video Views, etc.) Micro Goals = Buyer Influence Macro Goals (Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your Goals
  19. 19. Configure your goals in Google Analytics settings You can set up to 20 goals! Micro Goals (White Paper Download, Time on Site, Video Views, etc.) Micro Goals = Buyer Influence Macro Goals (Sales, Lead Forms, Store Locator) Macro Goals = Top Line Revenue Establish Your Goals
  20. 20. www.ArrowInternetMarketing.com.au Defining Goals/ Conversions • Form fills • White paper downloads • Request for quote • Newsletter subscriptions • Event registration • Engagement with social media 20
  21. 21. Analyze Traffic Sources
  22. 22. Pay attention to your traffic balance Analyze Traffic Sources
  23. 23. Set up segments to understand how your traffic sources perform Analyze Traffic Sources Pay attention to your traffic balance
  24. 24. www.ArrowInternetMarketing.com.au 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 24
  25. 25. www.ArrowInternetMarketing.com.au New / Returning 25
  26. 26. www.ArrowInternetMarketing.com.au Conversion by Device 26
  27. 27. www.ArrowInternetMarketing.com.au Who gets credit 27
  28. 28. www.ArrowInternetMarketing.com.au Assisted Conversions 28
  29. 29. www.ArrowInternetMarketing.com.au Time lag 29
  30. 30. www.ArrowInternetMarketing.com.au Path to conversion 30
  31. 31. www.ArrowInternetMarketing.com.au 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? 31
  32. 32. www.ArrowInternetMarketing.com.au Creating Context with Visualisations 32
  33. 33. www.ArrowInternetMarketing.com.au Data Driven Decision Making 33
  34. 34. Funnel Visualisation
  35. 35. www.ArrowInternetMarketing.com.au Assisted Conversions 35
  36. 36. Make Reports Easy to Read
  37. 37. Stay Connected

Editor's Notes

  • No analytics reporting is 100%Share analytics data anonymously for benchmarkingDon’t focus on single metrics

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