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Google Analytics - PodCamp Toronto 2009

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Want to know how your effective your social media and advertising campaigns *really* are? Find out some extra information you can get from your Google Analytics account - like the full referrer of a page!

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Google Analytics - PodCamp Toronto 2009

  1. 1. February 21, 2009 Helen M. Overland | PodCamp Toronto 2009 HELEN M. OVERLAND PodCamp Toronto, 2009 Increasing Audience Share Using Google Analytics
  2. 2. Increasing Audience Share Using Google Analytics February 21, 2009 <ul><li>Today: </li></ul><ul><li>Who Am I? </li></ul><ul><li>Use Your Tools </li></ul><ul><li>Find the Referring Page </li></ul><ul><li>Better Track Social Media Traffic </li></ul><ul><li>Actually Log In Sometimes </li></ul>Helen M. Overland | PodCamp Toronto 2009
  3. 3. Increasing Audience Share Using Google Analytics Who Am I? <ul><li>Director, Search Engine Marketing with non~linear creations – www.nonlinearcreations.com </li></ul><ul><li>Online marketing projects with large well-known brands </li></ul><ul><li>Proven success: have used creative marketing to generate steady increases in sales on a limited 5% budget </li></ul><ul><li>Almost a decade of experience </li></ul><ul><li>Speaker at marketing conferences such as Search Engine Strategies and Search Marketing Expo </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  4. 4. Increasing Audience Share Using Google Analytics Use Your Tools <ul><li>Know What’s In Your Toolbox! </li></ul><ul><li>On-site Search Tracking </li></ul><ul><ul><li>Find out if you have usability barriers </li></ul></ul><ul><ul><li>See what content people want </li></ul></ul><ul><li>Custom Filters </li></ul><ul><li>Visitor Segments </li></ul><ul><li>Custom Reports </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  5. 5. Increasing Audience Share Using Google Analytics Use Your Tools <ul><li>Know What’s In Your Toolbox! </li></ul><ul><li>Set up on-site search tracking: </li></ul><ul><li>yoursite.com/index.php?q=test </li></ul><ul><li>q is the search parameter </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  6. 6. Increasing Audience Share Using Google Analytics Use Your Tools <ul><li>Know What’s In Your Toolbox! </li></ul><ul><li>On-site Search Tracking </li></ul><ul><li>Custom Filters </li></ul><ul><ul><li>Exercise control over your data </li></ul></ul><ul><ul><li>Gain better insight into visitors </li></ul></ul><ul><li>Visitor Segments </li></ul><ul><li>Custom Reports </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  7. 7. Increasing Audience Share Using Google Analytics Use Your Tools <ul><li>Know What’s In Your Toolbox! </li></ul><ul><li>On-site Search Tracking </li></ul><ul><li>Custom Filters </li></ul><ul><li>Visitor Segments </li></ul><ul><ul><li>Not all visitors behave the same </li></ul></ul><ul><ul><li>Find out how different segments behave </li></ul></ul><ul><li>Custom Reports </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  8. 8. Increasing Audience Share Using Google Analytics Use Your Tools <ul><li>Know What’s In Your Toolbox! </li></ul><ul><li>Visitor Segments </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  9. 9. Increasing Audience Share Using Google Analytics Use Your Tools <ul><li>Know What’s In Your Toolbox! </li></ul><ul><li>On-site Search Tracking </li></ul><ul><li>Custom Filters </li></ul><ul><li>Visitor Segments </li></ul><ul><li>Custom Reports </li></ul><ul><ul><li>Compile the information you need </li></ul></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  10. 10. Increasing Audience Share Using Google Analytics Use Your Tools <ul><li>Know What’s In Your Toolbox! </li></ul><ul><li>Custom Reports </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  11. 11. Increasing Audience Share Using Google Analytics Finding the Referring Page <ul><li>Default Google Analytics: </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  12. 12. Increasing Audience Share Using Google Analytics Finding the Referring Page <ul><li>Default Google Analytics: </li></ul><ul><li>The Information We Want: </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  13. 13. Increasing Audience Share Using Google Analytics Finding the Referring Page <ul><li>How to Get Full Referring Page Information </li></ul><ul><li>Step #1 – Create a new profile & add this filter: </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  14. 14. Increasing Audience Share Using Google Analytics Finding the Referring Page <ul><li>How to Get Full Referring Page Information </li></ul><ul><li>Step #2 – Create the following Custom Report: </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  15. 15. Increasing Audience Share Using Google Analytics Finding the Referring Page <ul><li>How to Implement Full Referring Page Information </li></ul><ul><li>Step #3 – Wait a few hours, then check your custom report: </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  16. 16. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic <ul><li>Why? </li></ul><ul><li>Track referrers more accurately – know where to spend your efforts </li></ul><ul><li>Find out which services drive the most traffic </li></ul><ul><li>Spend more time interacting with networks that work for you </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009 <ul><li>What to Track: </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Banner Ads </li></ul><ul><li>Email Links </li></ul><ul><li>Etc. </li></ul>
  17. 17. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic <ul><li>How to Implement Campaign Link Tagging </li></ul><ul><li>Step #1 – Use the Google URL Tool to create the tracking link </li></ul><ul><li>http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55578 </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  18. 18. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic <ul><li>How to Implement Campaign Link Tagging </li></ul><ul><li>Step #2 – Send the link out </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  19. 19. Increasing Audience Share Using Google Analytics Better Track Social Media Traffic <ul><li>How to Implement Campaign Link Tagging </li></ul><ul><li>Step #3 – Wait a few hours, then check your campaigns </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  20. 20. Increasing Audience Share Using Google Analytics Actually Log In Sometimes <ul><li>Analytics Data on a Server is Useless </li></ul><ul><li>Log in, Look at trends: </li></ul><ul><ul><li>Total traffic </li></ul></ul><ul><ul><li>Referring sites, pages & campaigns </li></ul></ul><ul><ul><li>Popular content </li></ul></ul><ul><ul><li>Look at your segments </li></ul></ul><ul><li>Above all, make a decision and DO SOMETHING </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  21. 21. Increasing Audience Share Using Google Analytics <ul><li>Summary: </li></ul><ul><li>Use the tools available to locate problems and increase content your audience wants </li></ul><ul><li>Track the full referrer of pages to increase understanding of how people see your site </li></ul><ul><li>Track your outreach efforts to see what’s working and drop what’s not </li></ul><ul><li>Actually Use the Data to make an action plan </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009
  22. 22. Thank You! <ul><li>Helen M. Overland [email_address] </li></ul><ul><li>nonlinearcreations.com </li></ul><ul><li>MsSEM.com </li></ul><ul><li>Follow Me: twitter.com/semlady </li></ul><ul><li>Download this presentation after Monday, Feb 23 rd at: </li></ul><ul><li>cli.gs/analytics </li></ul>February 21, 2009 Helen M. Overland | PodCamp Toronto 2009

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