Learn how you can optimize your marketing efforts and create a better visitor experience through data driven decision-making. The old adage 20% of your marketing spend is working but you are not sure which 20% is no longer valid. Leverage analytics for smarter marketing. This tutorial walks through web analytics, setting up & configuring Google Analytics, understanding of terms and protips for better performance.
5. @Rob Bertholf
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Search Engine Optimization Expert
Google Search Engine Optimization Expert
@Rob Bertholf | Search Engine Optimization Expert
rob.bertholf.com
Hi, I’m @Rob on Twitter. California guy living in
Honolulu, Hawaii the last 10 years. I teach at
University of Hawaii’s PNM program and I am
passionate about Development, Social Marketing
Strategy, Web Analytics & Conversion optimization.
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Desired Takeaways
● Overview of Analytics
● Learn what Web Analytics tracks
● How to add tracking code to your site
● Create ways to track conversion
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Terms to Know
● Web Browser
● HTML
● JavaScript
● Analytics
● Tracking Code
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What is Web Analytics?
The study of the online experience in
order to improve it.
“Web analytics is the assessment of a variety of
data, Including web traffic, web-based
transactions, web server performance, usability
studies, user submitted information and related
sources to help create a generalized understanding
of the visitor experience online.”
— Web Analytics Demystified by Eric T. Peterson
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Why wouldn’t you analyze?
● Find out what is working
● Identify things that are not working
● Calculate return on investment
● Dominate your niche
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How to analyze:
● Pay closer attention to the bigger picture
& trends.
● Compare data against itself
● Consider leveraging both server log data
and page tag data into a hybrid approach.
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Content Marketer
● Where are you best engaging your visitors?
Which topics should you write about?
● What are your visitors looking for?
● Where are you losing your visitors?
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Social Media Marketer
● Which social channels are sending most
qualified traffic?
● Which social posts convert the best?
● How is social traffic converting (first touch
attribution)
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Executive
● What marketing efforts are working?
○ Traditional Marketing
○ Banner Ads
○ Search Engines / SEO
○ Paid Marketing / PPC
○ Email
● How well are you engaging?
● How well are you converting?
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How to collect the data?
The main two ways to collect data are:
● Server Log
● Browser Client
*Also in-platform analytics on Social Networks.
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How is data collected?
Browser Client analytical tools use a javascript
code to collect data:
<script type="text/javascript">
...
</script>
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Script Sends Data to Server
view-source:yourdomain.com
Your Site - Chrome
<html>
<head>
<script>...</script>
...
</head>
<body>
...
</body>
</html>
Analytics Server
https://sitecatalyst.omniture.com
Analytics Dashboard - Chrome
Web Analytics Tool
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Now we will cover...
● Creating Google Analytics Account
● Installing Google Analytics in your Website
● Configuring your profile with best practices
● Setting goals and defining success
● Content Marketing
● Breaking down by channel
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How to get
Google Analytics
Quick overview for installing Analytics
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But First! Create initial profiles:
● Raw Data: no filters, unaltered, pure data
● Test Data: the testing ground where you
install filters, set goals and add stuff that
alters the data. Once you know it’s working,
then you add it to the Master Data profile.
● Master Data: the working copy of your
data, this is the data you use for reporting.
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Settings > Connect:
● Google AdWords
This will allow you to share data across Google Analytics and AdWords
● Google AdSense
This will allow you to see how content is performing with Google AdSense
● Google Webmaster Tools
This will allow you to share Webmaster Tools data with Google Analytics
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Visit (Session)
● Could be the same person in different
sessions
● Good to understand what people do during
a visit (ie. pages per visit, time per visit, etc.)
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Unique Visit
● The uniquely identified client that is
generating page views or hits within a
defined time period.
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Unique User
● Identified from logging into a site with a
username and password or other method
● Can track user despite the computer they
use to access the site
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Two main channels of web analytics
Safari / Chrome / Firefox / Internet Explorer
http://yourdomain.comURL:
Click on the link to this really great
website at http://yourdomain.com
Direct Referral
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#PROTIP: Filter Organic Traffic
Remove branded keywords from Organic
search traffic. These should be “Direct”:
www.mydomain.comGoogle
Your Company NameGoogle
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New Term: Bounce Rate
● The percentage of visitors to a particular
website who navigate away from the site
after viewing only one page.
● Target range < 25% - 40%
● Drill down to specific Source to troubleshoot
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Additional Code Needed
Need to add:
ga('require', 'displayfeatures');
or use:
https://wordpress.org/plugins/google-universal-analytics/
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Mobile Traffic
What percentage of users are coming from
mobile devices?
How do they see your website from a mobile
device?
Is your website “Responsive”?
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#PROTIP: Decrease Exit Rate
Find pages which have high exit rate (and are
not your driving directions or contact page)
and add a call to action to re-engage the
visitor.
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Visitor Flow
Study your visitor flow!
Where are you losing your visitors?
How logical is your navigation structure?
How easy is it to find your menu?
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Event
● Event tracking is a simple way to track how
users are interacting with your site.
You can track just about anything such as
videos played, submitted forms, if people
scroll through your content, or downloads.
ga('send', 'event', 'button', 'click', 'nav buttons', 4);
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Goal
● This should be a wide range of activities
such as purchases, contact form
completions, creating an account, time on
site, signing up for a newsletter, etc.
● Associate monetary value with these goals if
possible.
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eCommerce
● Ecommerce tracking will allow you to
understand not only how much revenue
you're making but what channels are
responsible for driving revenue