Google Analytics

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Jann Mirchandani, principal and creative engine behind Marketing Café, outlines the basics of Google analytics in her presentation "Google Analytics."

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Google Analytics

  1. 1. Google Analytics Embracing your inner data-geek to drive your business forward.
  2. 2. WestchesterMarketingCafe.com Finding Actionable Data Google Analytics provides TONS of great data – What insight does it provide? – What is actionable? "Half the money I spend on advertising is wasted; the trouble is I don't know which half." John Wannamaker
  3. 3. WestchesterMarketingCafe.com Your Foder’s Guide Bounce – Visitors enters/leaves from same page Exit page – Page from which a visitor leaves New visitor – No cookies have been set for that visitor New visit – A cookie has been set previously AND 30 minutes+ have passed or a new window has been opened Direct traffic – Visitor typed in address, followed a javascript link or redirect, etc.
  4. 4. WestchesterMarketingCafe.com View From 30,000 feet Key metrics to watch – Visitors – Traffic sources – Keywords – Content
  5. 5. WestchesterMarketingCafe.com Visitors
  6. 6. WestchesterMarketingCafe.com Traffic Sources
  7. 7. WestchesterMarketingCafe.com Keyword Searches
  8. 8. WestchesterMarketingCafe.com Content
  9. 9. WestchesterMarketingCafe.com Advanced Filters I only want to look at visits from English- speaking visitors
  10. 10. WestchesterMarketingCafe.com Content
  11. 11. WestchesterMarketingCafe.com What is the goal of your site? What do you want your site to do for your business? - Increase sales - Increase brand awareness - Establish credibility Define a “conversion” - Make a purchase - Download a whitepaper - Visit a specific page
  12. 12. WestchesterMarketingCafe.com Set Up Some Goals
  13. 13. WestchesterMarketingCafe.com Is It Working?
  14. 14. WestchesterMarketingCafe.com Relative Performance
  15. 15. WestchesterMarketingCafe.com No School Like The Old School Use vanity URLs to track offline campaigns – 1 URL per target demo – Redirect using query string • Google URL builder http://westchestermarketingcafe. com/?utm_source=BCW&utm_ medium=postcard&utm_campa ign=GetOffTheBlocks
  16. 16. Thank You 914-806-7720 | WestchesterMarketingCafe.com

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