Basic Google Analytics - East Portland Chamber of Commerce - April 2013


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Presentation on the basics of Google Analytics. Covers website best practices, basic analytics metrics, Google Analytics' basic setup, standard reports, and Dashboards. Presentation was done on behalf of and

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  • Roughly 634 Million websites have no idea what’s happening with their website and where those billions of dollars are being spent.
  • Google Analytics tracks data from the time you put the code on the website forward. Changes you make, either correct or incorrect, will change your data for as long as those changes are live and you can’t change that.
  • Basic Google Analytics - East Portland Chamber of Commerce - April 2013

    1. 1. Thanks for checking out my presentation on Basic Google Analytics. Look for these bubbles in the presentation for extra info from the actual presentation. BASIC GOOGLE ANALYTICS
    2. 2. AMPLIFY INTERACTIVE Boutique Agency – All We Do is Digital Marketing • Search Engine Optimization (SEO) • Pay Per Click (PPC) – Search & Social Ads • Link Development & Website Marketing • Social Media Management & Optimization • Web Analytics 2010 + 2011 AMA MAX AWARD – BEST SINGLE MEDIUM ADVERTISING CAMPAIGN Clients Benefit from Industry Experience and Strategic Perspective • Established Agency – Founded in 2003 • Established Experts – Amplify Speaks at SEMpdx, Search Engine Strategies, & More • Results: Work Wins Awards • Approach: Established, Proven Strategies, Tactics, and Processes.
    3. 3. WHO IS THIS PERSON? JESSICA WARD | DIRECTOR OF SEO • • • • • Focused on SEM / SEO since 2006 Participates in developing client-strategy for SEO, Social, & PPC Manages both B2B and B2C clients of varied industries and sizes Certifications: Google AdWords & Bing Ads @JessicaWardPDX
    4. 4. WHAT ARE WE TALKING ABOUT? • Website Best Practices • Analytics Basics • Basic GA Setup • Standard Reports • Dashboards LINK BUNDLE:
    5. 5. $102.8 Billion Digital Advertising Spend in 2012
    6. 6. 634 Million Websites on the Internet in 2012
    7. 7. ~15 Million Websites Used Google Analytics In 2012
    8. 8. This means that nearly, 600 million websites have no idea how users are getting to their website and what kind of results their digital ad spend is getting them. 32 – 49% Google Analytics Market Share
    10. 10. CONSISTANT BUSINESS INFO Name Address Phone Number Search Engines identify your business by its Name, Address, and Phone number. So if this info isn’t consistent across the internet, your search entity won’t be either. If you have LLC in your name on your website, then have it in all your business listings. Consistency is the name of the game!
    11. 11. GOOGLE+ Google is using Google+ to determine organic Search Results. You NEED a Google+ Page for your Business. It’s important to have a Google+ Page! Even if you don’t have engagement there, make sure to post updates and have updated / correct information on your page.
    12. 12. SOCIAL SHARE BUTTONS • 55% of Buyers search for information on Social Media. • 75% of Buyers use Social Media in the Purchasing Process. • Give your users the ability to easily share your content.
    13. 13. CALL TO ACTION • Determine what action you want users to make on your website. • Have a call to action on every page of your website. • Even the blog!
    15. 15. WHAT IS GOOGLE ANALYTICS? Google Analytics (GA) is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and measures conversions and sales.
    16. 16. ANALYTICS METRICS • Visits A visit is a group of interactions that take place on your website within a given timeframe.
    17. 17. ANALYTICS METRICS • Unique Visitors MORNING EVENING Unique visitors is the number of individual users who visit your website. If the same user visits your website in the morning and then again in the evening, they’re still just one unique visitor, but he would be two visits.
    18. 18. ANALYTICS METRICS • Pageviews A pageview is a view of a page on your site. Every time a user views a page, it is counted as an additional pageview. Keep in mind that if a user reloads a page or goes to another page on your website and then comes back to an already viewed page, each of those views is counted as a pageview.
    19. 19. ANALYTICS METRICS • Pages / Visit This is the number of pages on your website that a user viewed during their visit.
    20. 20. ANALYTICS METRICS • Avg. Visit Duration The average amount of time a user spends on your website. You can make the assumption that if users spend a lot of time on your website, they are good, qualified users.
    21. 21. ANALYTICS METRICS • Bounce Rate Bounce Rate is the percentage of visits where the user only viewed one page and then left your website. If a specific page of your website has a high bounce rate, you may want to evaluate the content of the page.
    22. 22. ANALYTICS METRICS • % New Visits New visits are classified as users who haven’t been to your website before. % New Visits is the percentage of users with this classification.
    23. 23. TRAFFIC SOURCES • Direct • Referral • Search - Paid - Organic • Campaigns There are three basic traffic sources in GA: Direct, Referral, and Search. Direct traffic comes from people typing your URL in the navigation bar or from bookmarks. Referral traffic comes from links to your website that are on thirdparty websites like Facebook or Yelp. Search traffic is divided into two parts: organic and paid search.
    24. 24. SEARCH: PAID VS. ORGANIC Paid Listings Organic Listings
    26. 26. SIGNING UP FOR GOOGLE ANALYTICS • Go to and click “Create an Account.” • Information Needed to Setup: - Website URL - Ability to Edit Website Code (either by yourself or with help from webmaster)
    27. 27. BASIC GOOGLE ANALYTICS CODE • Basic code supports ONE subdomain. OR OR • Changes can be made to the code to accommodate multiple subdomains or domains. • Documentation can be reviewed at:
    28. 28. THREE PROFILE RULE • Raw Data Don’t make changes to the data that is coming into this profile. Make the profile and forget about it. • Test Data Use this profile to test new filters and goals. These updates to GA fundamentally change your data and you don’t want to lose data because you put them in wrong. • Master Data This is your master profile – the one from which you report. After you’ve tested your new filters and goals in your test profile, you can move them to this master profile.
    29. 29. ANNOTATIONS Annotations are a great way to keep track of changes and updates you make to your website. Add annotations for new blog posts going live, website downtime, press, new goals – anything significant that you want to remember in the future.
    30. 30. CAMPAIGN TRACKING Use campaign tracking parameters when possible to keep track of your online marketing efforts better. The Amplify Tracking URL Builder template is available at Use this Google doc to tag URLs in your social posts, for the destination URL of banner ads, and much more. More information about campaign tracking URLs can be found at
    31. 31. GOAL TYPES & SETUP • URL Destination • Visit Duration • Page / Visit • Event Setting up Goals or Conversions in your GA account will give you an additional layer of data which will help in determining if your marketing efforts are working. There are four types of goals that you can set up in the Admin section of your GA account. More information on setting up Goals can be found at =en.
    33. 33. WHERE ARE THEY? Standard reports come with every Google Analytics account. They contain all the information that is being gathered on your users and can be found in the left-hand side navigation of GA.
    34. 34. REAL-TIME REPORTS Real-Time reports show data on the actual visitors who are on your website at the time of you viewing the report. The numbers will change as you watch. WARNING: These reports can be time sucks. 
    35. 35. AUDIENCE REPORTS Audience reports show the available demographics info for your users. This includes geographic info and computer system stats, such as what browser the user is using to visit your website. This information can help you make your website work properly for your users equipment.
    36. 36. TRAFFIC SOURCES REPORTS Traffic Source reports help you to determine how users are getting to your website, what keywords they may have searched, and what page of your website they landed on first.
    37. 37. CONTENT REPORTS Content reports show what pages of your website people are viewing the most and how much time they spend on those pages. This information can help guide what type of content you should create for your website in the future.
    38. 38. GOAL REPORTS Goal reports show you data on the Goals you set up in your GA account. If you don’t have data in this report, you may not have Goals setup (refer back to slide 30), your goals may not be set up properly, or none of your users have triggered a goal. Once you do have goals setup properly, you’ll be able to see data on the users who performed goals and base your marketing efforts on this data.
    40. 40. WHERE ARE THEY? Dashboards are a newer feature of Google Analytics. They’re an easy way to bring all the data you want to see into one view. All accounts have the Dashboard section in the left side navigation, but they only come with one default dashboard from Google – My Dashboard. The next couple of slides will give you some custom dashboards that you can add to your GA account. Simply copy the link in the bottom right-hand corner of the dashboard you want and paste it into your browser. Google Analytics will ask you to which profile you want to add the dashboard – most likely your Master Data profile – and click create. The dashboard will now be listed under Dashboards.
    41. 41. LEAD DASHBOARD
    44. 44. SOCIAL POST DASHBOARD NOTE: This dashboard will only work if you are using campaign tracking on your social posts. It is set up to pull in the traffic medium of “social post.” If you tag your social posts with this medium, you will see data in this dashboard.
    45. 45. Thank You! Thanks for taking a look at my presentation. I look forward to any feedback you may have. @AmplifySEM LINK BUNDLE: