Google Analytics is a widely adopted platform for websites and is used by most Internet marketers, but do we know its origins? Learn the basics about why we need Google Analytics, how to get started, and what to do in order to ensure success. Then look into some of the more advanced things that you can do with the tool in this presentation.
Google Analytics 101, with a sneak preview into the things you can do with Google Analytics 201, 301 and even 401.
WordPress Websites for Engineers: Elevate Your Brand
Google Analytics 101 for Business - How to Get Started With Google Analytics
1. How to Measure
Success with Google
Analytics:
Getting Started off
on the Right Foot
By Jeff Sauer (@jeffalytics)
Three Deep Marketing
2. Your Google Analytics Guide
Jeff
Sauer
Digital
Marketer
Vice
President
Three
Deep
Marke9ng
St.
Paul,
MN,
USA
Interested
in
Google
Analy9cs
Training?
Learn
More:
bit.ly/request-‐
ga-‐training
Download
These
Slides
Here:
bit.ly/ga101
3. About Jeff Sauer
• Vice
President
at
Three
Deep
Marke9ng
in
St.
Paul,
MN
• Google
Analy9cs
Cer9fied
Partner
since
2009
• Working
in
the
Web
Industry
since
1999
• Named
2012
CIO
of
the
Year
by
the
Minneapolis/St.
Paul
Business
Journal
• Three
Deep
was
an
Inc.
5000
Fast
Growing
Company
Award
in
2010,
2011,
2012
&
2013
• Board
Member
for
MIMA
and
MnSearch
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
4. Remember the Scientific Method?
Ask
a
Ques9on
Test
Your
Hypothesis
By
Doing
an
Experiment
Do
Background
Research
Analyze
Your
Data
and
Draw
a
Conclusion
Construct
a
Hypothesis
Report
Your
Results
(Was
Your
Hypothesis
Correct?)
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
5. What Web Marketers Do Poorly?
Analyze
Your
Data
and
Draw
a
Conclusion
Report
Your
Results
(Was
Your
Hypothesis
Correct?)
We
Fail
to
Measure
and
Reflect!
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
6. 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
Jus9fy
and
Encourage
Investment
To
Dominate
our
Niche
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
7. How We Used to Measure the Web
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
8. So Many Vendors to Choose From!
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
22. 60 Minutes to Learn…
How
to
Create
a
Google
Analy9cs
Account
Gekng
Google
Analy9cs
Code
On
Your
Site
Gekng
Clean
Data
for
Your
Website
Sekng
Goals
to
Measure
Website
Success
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
23. 60 Minutes to Learn…
Learning
What
Content
is
Performing
Best
Tracking
Social
Media
Ac9vity
on
Your
Site
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
Tracking
Search
Results
and
SEO
Efforts
Installing
Custom
Dashboards
for
Stakeholders
35. Two Methods for Adding GA
You
Can
Put
the
Code
In
Your
Site
Template
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
Use
Google
Tag
Manager
to
Add
Code
to
Site
36. Add Code to Your Template File
Add
to
Header
File
For
Each
Page
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
37. Use Google Tag Manager
Sign
Up:
hBp://www.google.com/tagmanager
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
46. Set Strategic Goals
Macro
Goals
(New
leads,
Product
Sales,
Phone
Calls)
Macro
Goals
=
Top
Line
Revenue
Micro
Goals
(Brochure
Downloads,
Live
Chats,
Video
Views,
etc.)
Micro
Goals
=
Engaged
Visitors
Configure
your
goals
in
Google
Analy9cs
sekngs
You
can
set
up
to
20
goals!
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
47. Goals in Google Analytics
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
48. Choose How to Track Goal
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
50. Caution with Goals
Assigning
a
Goal
Value
to
Revenue
Related
Goals
is
Highly
Recommended
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
Mul9ple
Goals
May
Create
Unrealis9c
Revenue
$
in
Reports
52. What Content is Performing Best?
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
53. Average Time on Page
Average
Time
on
Page
Indicates
How
Long
Visitors
are
Engaging
with
Content
Generally,
more
9me
is
beper
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
54. Average Time on Page
Bounce
Rate
Shows
the
Percentage
of
Visitors
That
Leave
Your
Site
Having
Only
Viewed
This
One
Page
Lower
is
beper
(but
can
be
misleading)
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
55. Average Time on Page
Page
Value
Indicates
the
Rela9ve
Value
This
Page
Contributed
to
Your
Goals
Goals
Must
be
Configured
to
Work
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
67. Social Media is All Around Us
Traffic
is
Driven
to
Our
Sites
Via
Social
Media
Visitors
Interact
With
Social
Sharing
Bupons
Google
Harvests
Ac9vity
from
Social
Data
Hub
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
68. Measure Value of Social Traffic
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
69. Track Interaction With Social Buttons
Then
Select
Social
Source
and
Ac9on
Select
Plugins
Under
Social
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
70. Information from Data Hub Partners
Gain
Access
to
a
Wealth
of
Informa9on
from
Several
Social
Networks
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
72. Dashboards Pull it All Together
Social
Media
Dashboard:
hBp://cutroni.com/blog/2012/04/24/a-‐social-‐media-‐dashboard-‐for-‐google-‐analy@cs/
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
73. Do It Yourself Dashboards
Select
New
Dashboard
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
74. Do It Yourself Dashboards
Blank
or
Pre-‐Made
Op9ons
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
75. Do It Yourself Dashboards
View
Your
Dashboard
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
76. Even Better: Trust the Experts
Google
Analy@cs
Solu@ons
Gallery:
hBps://www.google.com/analy@cs/gallery/
Jeff
Sauer
|
@jeffaly9cs
|
Google
Analy9cs
101
88. Thank You!
Jeff
Sauer
Digital
Marketer
Vice
President
Three
Deep
Marke9ng
St.
Paul,
MN,
USA
Interested
in
Google
Analy9cs
Training?
Learn
More:
bit.ly/request-‐
ga-‐training
Download
These
Slides
Here:
bit.ly/ga101
88