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Google Analytics

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Presentation to Northbrook Chamber of Commerce 2/21/2012

Published in: Technology, News & Politics
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Google Analytics

  1. 1. Gwyneth Stupar Web Services and Reference Librarian Northbrook Public Library gstupar@northbrook.info 847.272.6224
  2. 2. Why Google Analytics is Powerful: Questions it Answers <ul><li>How many people are using mobile devices? </li></ul><ul><li>Are my outside advertisements and email campaigns working? </li></ul><ul><li>How many people visit the site directly, through a search engine, or through another site? Should I advertise on this “other site”? </li></ul><ul><li>Where do people land before clicking on “Contact Us”? </li></ul>
  3. 3. After the Class: Where Do I Go For More Help? <ul><li>Google’s Conversion University November 19-21 st , Courtyard Marriott - Mag Mile </li></ul><ul><li>Free Google Analytics IQ Lessons Online </li></ul><ul><li>lynda.com: one-month access $25.00 </li></ul><ul><li>Google Analytic’s YouTube Channel: </li></ul><ul><li>http://www.youtube.com/googleanalytics </li></ul><ul><li>RUGA: Really Understanding Google Analytics: </li></ul><ul><li>http://www.cardinalpath.com/cpwp/wp-content/uploads/RUGA-Complete.pdf </li></ul>
  4. 4. Most Important: The Gear Shift Icon Create a New Account, Build Preferences.
  5. 5. Set Up Google Analytics
  6. 6. Get the Code: UA-9617984-1
  7. 7. Standard Dashboard
  8. 8. Northbrook-Centric Dashboard Actionable Data For Your Business
  9. 9. http://www.google.com/intl/en/analytics/iq.html?
  10. 10. http://www.google.com/intl/en/analytics/iq.html?
  11. 11. Bounce Rate Made Easy: Low Bounce Rate: Desirable High Bounce Rate: Not as Desirable 100% Bounce: 100% of people came to that page and ran away. http://4.bp.blogspot.com/-HnGZbGcriBY/TsNtLT1dA3I/AAAAAAABjGU/Z_U8XHRGiM4/s1600/Looking%2Binto%2Ba%2BMarshall%2BField%2B%2526%2BCo.%2Bdepartment%2Bstore%2Bwindow%2Bin%2BChicago%2527s%2BLoop%252C%2B1910.jpg http://www.godvertiser.com/wp-content/uploads/2010/03/people-leaving-the-church-exit.jpg 40% Bounce: People stayed, looked at content and left (blogs are a good example).
  12. 12. Advanced Segments, Date Comparison and Annotations
  13. 13. Under “ Technology ” Choose Network to see if the traffic is really all of your people in the building…
  14. 14. Events: Leaving your website to go to visit a link
  15. 15. Goals: A Quick Way To Track Progress <ul><li>URL Destination Goal (paper campaigns) </li></ul><ul><li>Time on Site Goal </li></ul><ul><li>Pages/Visit Goal </li></ul><ul><li>Event Goal </li></ul>
  16. 16. Funnel Visualization How many people visit our blog before going to the eResource page? Maybe they just wanted eResources to begin with?
  17. 17. Visitor Flow (Under Audience)
  18. 18. Tracking campaigns using tagged URLs <ul><li>If your ad is being displayed on someone else’s website, it is a good idea to tag the link that you give them with the ad. Then, you will be able to track how many people who clicked on that advertisement went back to your website. For example, on youtube.com, whenever you do a search for a Jillian Michaels video, there is an advertisement on the right-hand side: </li></ul>
  19. 19. The URL that Jillian gave YouTube: <ul><li>http://www.jillianmichaels.com/free-custom-weight-loss.aspx? promo=4367C87A-59D6-409E-AD3A-00826EB1F72E & np=1 & gclid=CPfz2rv2rK4CFVGFQAodhkxdTA </li></ul><ul><li>These tags make it possible to track whether their ad came from Youtube, a banner across a magazine website, an email that was sent out, etc. </li></ul>Ideas: links in emails, links on YouTube descriptions, links on other websites…
  20. 20. Sharing: In the old Google Analytics, you could export as a PDF and schedule frequent reports. Google is currently working to re-implement these useful features.
  21. 21. THANK YOU

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