This document discusses using Google Analytics to measure website data and maximize marketing ROI. It explains that analytics helps understand visitor behavior to achieve business goals. Key questions analytics can answer are listed. The types of data collected and goals that can be measured are also outlined. The document provides guidance on setting up analytics, defining goals, analyzing traffic sources, identifying key metrics, and using data visualizations and funnel reports to make informed marketing decisions.
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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.
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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?
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7. Why Measure the Web?
To Understand What is Working
To Fix Things that Are not
Working
8. To Understand What is Working
To Fix Things that Are not
Working
To Improve our Results
Why Measure the Web?
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. 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. 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. Sign Up at: google.com/analytics
Create an Account
13. Place this code on your
site in the <head> section
Get the Code
17. Macro Goals
(Sales, Lead Forms, Store Locator)
Macro Goals = Top Line Revenue
Establish Your Goals
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. 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
23. Set up segments to understand
how your traffic sources perform
Analyze Traffic Sources
Pay attention to your traffic
balance
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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
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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?
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