Google Analytics:
Actionable Insights & Custom Reports
Advanced Features & Settings

By Kate Hamilton-Miller
Search Smart Marketing
• Mission
▫ Deliver superior client service and results by effectively integrating strategy,
projec...
Kate Hamilton-Miller
• Graphic Designer

• Started Digital Marketing, 2004
• Joined Search Smart in 2008

• Certifications...
What Is Analytics?
• Definition
▫ Analytics is the discovery and communication of
meaningful patterns in data
▫ Web analyt...
Types of Analytics
• Onsite
▫
▫
▫
▫
▫
▫

Visitors
# of Pages Viewed
Time on Site
Popular Content
Common Exit Pages
Actions...
Google Analytics 101
• Terminology
• Proper Set-up
• Top 5 Reports
• Turning Findings into Actions
Analytics Lingo
• Tracking Code
▫ JavaScript placed on each page of your site

• Tracking URL
▫ Web Address of the page on...
Google Analytics Setup
• Free account
▫ www.google.com/analytics

• Link to AdWords
▫ Adwords.Google.com

• Webmaster Tool...
Analytics Tracking – Tag Everything!
• What
▫
▫
▫
▫

Pay-Per-Click (CPC)
Email
Social Buttons, Posts
Display

• How
▫ AdWo...
AdWords Auto-Tagging
•
•
•
•

Login to AdWords
My Account > Preferences
Edit, Check Destination URL Auto-Tagging
Save Chan...
AdWords Auto-Tagging
Reviewing Your Data – Report #1
Report #1 – Audience Overview
• Derive Meaning

▫ Compare Month1 vs. Month2
▫ Have visits increased? Decreased? Remained f...
Report #2 – Traffic Sources
• What sites are delivering visitors to your website?
• Traffic Source Types
▫
▫
▫
▫

Direct t...
Reviewing Your Data – Report #2
Reviewing Your Data – Report #3
Report #3 – Popular Site Content
• Derive Meaning
▫ What pages of your site are visitors drawn to?
▫ What pages do people ...
Reviewing Your Data – Report #4
Report #4 – Visitor Information
• Derive Meaning
▫ Where are most of your visitors located?
▫ Do they fall within your are...
Report #5 – Goal Conversions
• Online Purchase
▫ ecommerce
transaction

• Micro-Conversion
▫ Visits to Contact Us

• Downl...
Reviewing Your Data – Report #5
Reviewing Your Data – Report #5
Report #5 – Goal Conversions
• Derive Meaning
▫ What action(s) do you want people to take?
▫ Define GA Goal for that page ...
Key Takeaways
• Proper Setup Ensures Maximum Data Collection
• Don’t Get Lost in the Details > Focus on Actionable
Informa...
Measuring Marketing Initiatives

• Traffic Sources>Sources>Campaigns
Advanced Segments
Advanced Segments
Is Mobile Important?
Mobile & Tablet Traffic Growth
194% increase in Mobile Traffic

• Audience>Mobile>Overview
Mobile Device Specifics

• Audience>Mobile>Devices
Goal Conversion Funnels

• Conversions>Goals>
Funnel Visualization
Creating A Conversion Funnel

Click Admin Button

Select Website Profile
Creating A Conversion Funnel

Select One to Begin Funnel
Creating A Conversion Funnel
Reverse Goal Path
Creating A Conversion Funnel
•
•
•
•

Log into Analytics & click admin button
Select your profile (www.website.com)
Goals ...
Top Conversion Paths

• Conversions>Multi-Channel Funnels>Top Conversion Paths
Assisted Conversions

• Conversions>Multi-Channel Funnels>Assisted Conversions
Value of Your Social Media Activity
• Traffic Sources>Social>Overview
Social Trackbacks: Who’s Linking to You?
• Traffic Sources>Social>Trackbacks
Audience>Visitors Flow
Visitor Movement Through Your Site
Primary Navigation Path Details
Real-Time Events & Widgets
• Overview of real-time activity on site
• Traffic Sources
• Location of Visitor
• Content Visi...
Real-Time Report: Overview
Real-Time: Visitor Location Data
Real-Time: Traffic Source Data
Real-Time: Site Content Viewed
Key Takeaways
• Conversion funnels help identify drop-off points in
your sign-up/checkout process
• Mobile & Tablet site v...
Thank You!
Kate Hamilton-Miller
khamilton@isearchsmart.com
@KateHMiller
Questions or Suggest A Topic: Use #SSMGA
Search Sm...
Google Analytics: Advanced Features & Settings
Google Analytics: Advanced Features & Settings
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Google Analytics: Advanced Features & Settings

  1. 1. Google Analytics: Actionable Insights & Custom Reports Advanced Features & Settings By Kate Hamilton-Miller
  2. 2. Search Smart Marketing • Mission ▫ Deliver superior client service and results by effectively integrating strategy, project management, client service and technology. • Search Engine Optimization (SEO) • Paid Search Advertising • Local Search Optimization • Social Media Marketing • Review Monitoring & Management • Mobile Advertising & SEO • Video Optimization • Display/Banner Planning & Placement
  3. 3. Kate Hamilton-Miller • Graphic Designer • Started Digital Marketing, 2004 • Joined Search Smart in 2008 • Certifications ▫ Google ▫ Bing ▫ Social Media • Memberships ▫ SEMPO ▫ National Association of Professional Women (NAPW) ▫ Women Centric
  4. 4. What Is Analytics? • Definition ▫ Analytics is the discovery and communication of meaningful patterns in data ▫ Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage Source: Wikipedia
  5. 5. Types of Analytics • Onsite ▫ ▫ ▫ ▫ ▫ ▫ Visitors # of Pages Viewed Time on Site Popular Content Common Exit Pages Actions Completed • Offsite ▫ Potential customer pool (search opportunity) ▫ Share of Voice (visibility) ▫ Commentary (reviews, social engagement)
  6. 6. Google Analytics 101 • Terminology • Proper Set-up • Top 5 Reports • Turning Findings into Actions
  7. 7. Analytics Lingo • Tracking Code ▫ JavaScript placed on each page of your site • Tracking URL ▫ Web Address of the page on your site you want to direct visitors to + relevant marketing info • Campaign ▫ Marketing initiative; Email Blast; Paid Search Ads
  8. 8. Google Analytics Setup • Free account ▫ www.google.com/analytics • Link to AdWords ▫ Adwords.Google.com • Webmaster Tools Integration USE THE SAME LOGIN ACROSS ALL GOOGLE PRODUCTS ▫ www.google.com/webmasters/tools • Define Goals and Conversion Funnels
  9. 9. Analytics Tracking – Tag Everything! • What ▫ ▫ ▫ ▫ Pay-Per-Click (CPC) Email Social Buttons, Posts Display • How ▫ AdWords Auto-Tagging ▫ Tracking URL Generator  SEARCH: Google Analytics Tracking URL Builder  http://support.google.com/analytics/answer/1033867?hl=en
  10. 10. AdWords Auto-Tagging • • • • Login to AdWords My Account > Preferences Edit, Check Destination URL Auto-Tagging Save Changes
  11. 11. AdWords Auto-Tagging
  12. 12. Reviewing Your Data – Report #1
  13. 13. Report #1 – Audience Overview • Derive Meaning ▫ Compare Month1 vs. Month2 ▫ Have visits increased? Decreased? Remained flat? ▫ Major shifts in bounce rate or new visitors? • Take Action ▫ Are you aware of any recent changes in:  Marketing activities  PR coverage  Offline events ▫ Move onto Traffic Sources to determine cause of increase or decrease in visits
  14. 14. Report #2 – Traffic Sources • What sites are delivering visitors to your website? • Traffic Source Types ▫ ▫ ▫ ▫ Direct to Site Organic Search Paid Search Referral • Filter by Traffic Source type for consolidated data • Referral sources include Social Media, PR & Blogs
  15. 15. Reviewing Your Data – Report #2
  16. 16. Reviewing Your Data – Report #3
  17. 17. Report #3 – Popular Site Content • Derive Meaning ▫ What pages of your site are visitors drawn to? ▫ What pages do people visit, then immediately leave your site? • Take Action ▫ Popular Content  Create more content of a similar nature  Send relevant paid search traffic here ▫ High Bounce Rate  Revise the text on the page  Misleading keywords?  Try a new layout
  18. 18. Reviewing Your Data – Report #4
  19. 19. Report #4 – Visitor Information • Derive Meaning ▫ Where are most of your visitors located? ▫ Do they fall within your area of service? • Take Action ▫ Increase advertising or sales activity in low volume/high response areas ▫ Review paid search targeting settings if traffic is coming from outside of your service area ▫ Remove any geographic references to areas you do not serve that are mentioned on the website
  20. 20. Report #5 – Goal Conversions • Online Purchase ▫ ecommerce transaction • Micro-Conversion ▫ Visits to Contact Us • Downloads ▫ White Paper ▫ Brochure • Site Engagement ▫ Pages per visits ▫ Time on site • Contact Actions ▫ Form Submission ▫ Newsletter Sign-up • Social Engagement ▫ Blog comment
  21. 21. Reviewing Your Data – Report #5
  22. 22. Reviewing Your Data – Report #5
  23. 23. Report #5 – Goal Conversions • Derive Meaning ▫ What action(s) do you want people to take? ▫ Define GA Goal for that page URL • Take Action ▫ Are your marketing efforts generating the desired action(s)? ▫ Which efforts are performing best? ▫ Do under-performing campaigns have a clear call to action?
  24. 24. Key Takeaways • Proper Setup Ensures Maximum Data Collection • Don’t Get Lost in the Details > Focus on Actionable Information • Recommended Reports ▫ ▫ ▫ ▫ ▫ Audience Overview Traffic Sources Popular Site Content Visitor Information – Geographic Location Goals/Conversion Performance
  25. 25. Measuring Marketing Initiatives • Traffic Sources>Sources>Campaigns
  26. 26. Advanced Segments
  27. 27. Advanced Segments
  28. 28. Is Mobile Important?
  29. 29. Mobile & Tablet Traffic Growth 194% increase in Mobile Traffic • Audience>Mobile>Overview
  30. 30. Mobile Device Specifics • Audience>Mobile>Devices
  31. 31. Goal Conversion Funnels • Conversions>Goals> Funnel Visualization
  32. 32. Creating A Conversion Funnel Click Admin Button Select Website Profile
  33. 33. Creating A Conversion Funnel Select One to Begin Funnel
  34. 34. Creating A Conversion Funnel
  35. 35. Reverse Goal Path
  36. 36. Creating A Conversion Funnel • • • • Log into Analytics & click admin button Select your profile (www.website.com) Goals tab Click Create A Goal button ▫ Or select a goal you wish to edit • • • • Enter Goal Description Add URL of conversion page under Goal Details Turn Funnel button on Enter each step of the conversion process you wish to track • Note whether a step is required
  37. 37. Top Conversion Paths • Conversions>Multi-Channel Funnels>Top Conversion Paths
  38. 38. Assisted Conversions • Conversions>Multi-Channel Funnels>Assisted Conversions
  39. 39. Value of Your Social Media Activity • Traffic Sources>Social>Overview
  40. 40. Social Trackbacks: Who’s Linking to You? • Traffic Sources>Social>Trackbacks
  41. 41. Audience>Visitors Flow
  42. 42. Visitor Movement Through Your Site
  43. 43. Primary Navigation Path Details
  44. 44. Real-Time Events & Widgets • Overview of real-time activity on site • Traffic Sources • Location of Visitor • Content Visited • Events & Conversions Currently in Beta
  45. 45. Real-Time Report: Overview
  46. 46. Real-Time: Visitor Location Data
  47. 47. Real-Time: Traffic Source Data
  48. 48. Real-Time: Site Content Viewed
  49. 49. Key Takeaways • Conversion funnels help identify drop-off points in your sign-up/checkout process • Mobile & Tablet site visits are on the rise – make sure your content is mobile friendly • Understand how your different marketing efforts are working together with multi-channel funnels • Real Time Analytics – Fun to watch, but avoid knee jerk decisions based on small data sets • Presentation available online at http://www.slideshare.net/SearchSmartMarketing
  50. 50. Thank You! Kate Hamilton-Miller khamilton@isearchsmart.com @KateHMiller Questions or Suggest A Topic: Use #SSMGA Search Smart Marketing www.isearchsmart.com @iSearchSmart Facebook.com/SearchSmartMarketing

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