Getting the Most Value From Google Analytics


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Google Analytics, much like the search engine, changes and evolves constantly. There is so much to keep up with – so much data to slice and dice, so many new features being released – but there’s good news: there is also a gold mine of rich insights that can show you the value of your marketing efforts and help you make better decisions.

During this webinar, Search Mojo’s Janet Driscoll Miller and Scott Garrett will show you how you can get the most from everything Google Analytics has to offer, using it to your advantage to become a true marketing superhero!

What You’ll Learn:
• The Old Way vs. the New Way of measuring in Google Analytics
• How to use Google Analytics to measure for paid and organic search
• Useful Analytics tools tailored specifically for ecommerce websites
• How to use Goals, Attribution Modeling, and Experiments to track results

Published in: Technology, Design
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  • Scott

    Types of Goals:
    -Destination, ex: /purchase
    -Duration, ex: 5 minutes or more
    -Pages per visit, ex: 3 pages
    -Event, ex: played a video
    Allows you to search which channel is driving your goals (ex: organic/paid (Adwords, Bing, Fb, LinkedIn)
    Attribute a monetary value ($) to each goal
    By default Analytics attributes the conversion to the last click that precedes the conversion action
    This can be modified with attribution modeling which will be discussed later
    Allows you to see past traffic numbers into true goals that help you measure success
  • Scott

    4 sets of 5 goals = 20 goal total
    Allows you to customize sets of goals, ex: all your white paper downloads, webinar registrations in one set
    Goals can be edited in the future, if you no longer need that goal
    More profiles can be easily set up if you exceed the 20 goals
    Goals only track from they date they were created and will not import historical data
  • Scott

    Setting up a goal is simple
    Profile -> Adim -> Goals
    Name you goal, specific to identify the particular asset or action you are tracking
    Pick goal type: Destination, Duration, Pages per visit, Event
    This is an example of a destination goal
    Webinar registration thank-you page
    Easily input your thank-you URL
    Assign Value, if needed
    Funnel, if need (ex: require that user must land on or view a certain page to count the conversion
    Then press “Create Goal”, your Done!
    Side note:
    Import goals to Adwords
    If accounts are linked and goal is active

  • Scott

    Under the conversion dropdown in Analytics you find the “Ecommerce” report
    The overview
    Allows you to see key performance metrics (ex: transactions, revenue, conversion rate, unique purchases: help determine purchasing habits (see bulk purchase products), cost: if you link your Adwords account)
    Top products
    Product Categories
    Top channels

  • Scott

    From blog my post:
    Another interesting metric to help you determine the purchasing habits of your customers is Time to Purchase. Google Analytics allows you to see the overall time to purchase for your products through the metrics of days and visits. Determining the average duration (from the first time they are cookie’d on your site) it takes for a customer to purchase a product from your site gives important insight on the buyer behavior of your customers. Knowing this behavior can help you fine-tune your remarketing tactics, so your remarketing duration can match your customers’ average time to purchase duration; thereby increasing the odds of them purchasing a product (increased revenue), and avoiding remarketing to them when they are not likely to purchase (decreased costs).

  • Scott

    First, Google Analytics Code
    Code must be installed correctly on the receipt/thank-page of your Shopping Cart
    Certain parameters in the code allows Analytics to track such metrics as revenue, transactions, and average value
    More detailed instructions can be found at Google Developers
    Enable Ecommerce tracking
    Under Admin -> View Settings -> Changed to “Yes, an Ecommerce Site”
    Linking Adwords Account
    to pull in cost data

  • Scott

    Once you link your Adwords and Analytics they share information
    However to see campaign/keyword information for non Adwords campaign, you need tag your URLs
    URL tagging (utm tagging; Urchin Tracking Module)
    Used for non Adwords cpc campaigs (Bing, LinkedIn, Fb)
    Allows you to see campaign and keyword information from non Adwords camapigns
    Enabling you to better allocate spend to top performing campaigns/keywords
    Google has a URL builder tool to use (see slide)
    Campaign Source (utm_source)
    Required. Use utm_source to identify a search engine, newsletter name, or other source.
    Example: utm_source=google
    Campaign Medium (utm_medium)
    Required. Use utm_medium to identify a medium such as email or cost-per- click.
    Example: utm_medium=cpc
    Campaign Term (utm_term)
    Used for paid search. Use utm_term to note the keywords for this ad.
    Example: utm_term=running+shoes
    Campaign Content (utm_content)
    Used for A/B testing and content-targeted ads. Use utm_content to differentiate ads or links that point to the same URL.
    Examples: utm_content=logolink or utm_content=textlink
    Campaign Name (utm_campaign)
    Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.
    Example: utm_campaign=spring_sale
  • Janet

    As a marketer, what you really care about is conversions, not just traffic
    Now that goals and/or ecommerce are set up, we can look at the success of different channels at converting visitors.
    While many still measure the success of SEO by rankings, isn’t the real goal conversions?
  • Janet
  • Janet
    In Ecommerce, we can even track the revenue made from organic search and which engine performs best
    Allows you to prioritize efforts better
    What better way to justify your efforts?
  • Janet
    If you use Google AdWords, make sure you hook up Google Analytics
  • Janet
    Similar to organic search, paid search measurements can go far beyond just conversion tracking.
    For instance, Google Analytics allows you to look at orders and value and go beyond just Google AdWords, as in this example where Google and Bing are compared.
    Note that in this case, Bing had a higher conversion rate.
  • Janet
  • Janet
  • Janet
  • Scott

    Experiments are used in conjunction with goals
    Allow you to test two variations of a webpage to determine which one drives the most conversions
    This allows you to see how the design or the content of a page affects goal completions
    For example:
    You can test the color or the CTA of the download button
    Test variations of the hero shot
    While Experiments in Analytics can be traditional A|B, you can test up to 9 variations of a single webpage
    In addition, you can define what percentage of visitors participate in the experiment and the length of the experiment

  • Scott

    This is an ecommerce dashboard, but can also be modified for other uses (track goals, traffic numbers)

    From my blog post..
    Google Analytics is a wonderful source of website performance data for ecommerce sites. However, pulling that data can be a time consuming, and sometimes scary, adventure sifting through deserts of irrelevant data trying to find that one oasis of actionable data. Luckily, Google Analytics has put that oasis right in front of your eyes with its customizable dashboard widgets, and they are no mirage.

    …Dashboards give you a quick snap shot of all your key performance metrics
  • Scott

    Customizable dashboard widgets allow you to select specific metrics and combine them with various dimensions and filters to create snapshots of data that will help you understand the true performance of your account. Currently, there is a limit of 12 widgets per dashboard you create, so choosing and creating the correct widgets for your specific needs can be a challenge. Ultimately, the most important goals of your website and/or campaigns should help you determine what to measure in Google Analytics, and then creating widgets that show you what you want to know.

    When viewing these widgets in your dashboard, you can set them up to be displayed in various formats. Simply hover over the right corner of each widget box and click the pencil icon. Next, choose how you want your data displayed: metric, timeline, geomap, table, pie, and bar.

  • Kari

    Add Scott.
  • Getting the Most Value From Google Analytics

    1. 1. @marketingmojo | #mojowebinar | GETTING THE MOST VALUE FROM GOOGLE ANALYTICS Janet Miller, President & CEO Scott Garrett, Account Manager
    2. 2. @marketingmojo | #mojowebinar | TODAY’S PRESENTER Janet Driscoll Miller, President and CEO, Marketing Mojo Follow on Twitter: @janetdmiller Scott Garrett, Account Manager, Marketing Mojo Follow on Twitter: @scottgarrett89
    3. 3. @marketingmojo | #mojowebinar | ABOUT MARKETING MOJO • Search engine marketing firm founded in 2005 › Search engine optimization (SEO) › Pay-per-click advertising management (PPC) › Social media advertising › Online reputation management • Headquartered in Charlottesville, VA › Office in Charleston, SC • Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs • Speakers at SMX Advanced, MarketingProfs, PubCon and more
    4. 4. @marketingmojo | #mojowebinar | OUR CLIENTS
    5. 5. @marketingmojo | #mojowebinar | THE WAY WE USED TO MEASURE WITH ANALYTICS
    6. 6. @marketingmojo | #mojowebinar | IN THE EARLY DAYS… Measurement What It Measures Visitors Total visitors to the website Can be repeat visitors Unique Visitors Total UNIQUE visitors to the website Does NOT count repeats Pageviews Total pageviews on the website Regardless of visitor or type Unique Pageviews (Uniques) Unique visitors to the site Does NOT count repeat visits Pages/Visit How many pages on average were visited each visit New Visits Percentage of visits that were from visitors who had not been to the site before Time on Site (Visit Duration) How long a visitor, on average, stays on the site Bounce Rate Percentage of how many visitors immediately leave the site once they get to it
    7. 7. @marketingmojo | #mojowebinar | THESE MEASUREMENTS AREN’T ENOUGH Measurement Why It Isn’t Enough Visitors Unless you remove them, can include employees Just a traffic stat – doesn’t measure visitor value Double counts Unique Visitors Like total visitors, may include employees Just a traffic stat Pageviews Shows the page was served, but doesn’t indicate action Unique Pageviews (Uniques) Pages/Visit Is this really indicative of your goals? Know your personas. New Visits Subject to cookie deletion Time on Site (Visit Duration) Tabbed browsing and server timeouts make these difficult to track with accuracy Bounce Rate
    8. 8. @marketingmojo | #mojowebinar | HOW TO USE ANALYTICS FOR MEASUREMENT TODAY
    9. 9. @marketingmojo | #mojowebinar | WHAT ARE GOALS? • Set up goals in Google Analytics to measure types of conversion › Examples: » Newsletter signups » Quote requests » Visits to specific pages • Can show which channel helps you meet a particular goal best • Instead of measuring traffic, measure your goal!
    10. 10. @marketingmojo | #mojowebinar | A FEW THINGS ABOUT GOALS… • Segmented into Goal Sets › Up to 4 Goal Sets • Each Goal Set can have up to 5 goals • I.e., you can only set 20 goals/profile • Goal “slots” can be reassigned later • REMEMBER: Goals will not track retroactively
    11. 11. @marketingmojo | #mojowebinar | SETTING UP GOAL TRACKING
    12. 12. @marketingmojo | #mojowebinar | ECOMMERCE MODULE
    13. 13. @marketingmojo | #mojowebinar | ECOMMERCE MODULE: TIME TO PURCHASE
    14. 14. @marketingmojo | #mojowebinar | SETTING UP THE ECOMMERCE MODULE • Google Analytics Code • Enable Ecommerce tracking • Link Adwords Account (if applicable)
    15. 15. @marketingmojo | #mojowebinar | USING TAGGING Analytics URL builder:
    16. 16. @marketingmojo | #mojowebinar | ORGANIC SEARCH MEASUREMENT • Measure organic search value to the goal • Track various channel attributes › Google v. Bing › One website page vs. another • REMEMBER: Keyword tracking is essentially going away
    17. 17. @marketingmojo | #mojowebinar |
    18. 18. @marketingmojo | #mojowebinar |
    19. 19. @marketingmojo | #mojowebinar | PAID SEARCH MEASUREMENT • Hook Google Analytics to Google AdWords › Enables Google Analytics to show in Google AdWords • Enable “autotagging” in Google AdWords (on by default) › Allows for Analytics code to be automatically added to the destination URLs • Use Google Analytics to tag destination URLs on ads in other paid search platforms › Use the URL Builder
    20. 20. @marketingmojo | #mojowebinar |
    21. 21. @marketingmojo | #mojowebinar | DISPLAY AD MEASUREMENT • Similar to tagging for paid search ads in platforms other than Google AdWords • Use the URL Builder to build your destination URL with tags
    22. 22. @marketingmojo | #mojowebinar |
    23. 23. @marketingmojo | #mojowebinar | ATTRIBUTION MODELING
    24. 24. @marketingmojo | #mojowebinar | ATTRIBUTION MODELING • Attribution is one of the greatest challenges of marketing
    25. 25. @marketingmojo | #mojowebinar |
    26. 26. @marketingmojo | #mojowebinar | A|B TESTING Experiments in Analytics:
    27. 27. @marketingmojo | #mojowebinar | DASHBOARDS
    28. 28. @marketingmojo | #mojowebinar | SETTING UP DASHBOARDS • Click on Dashboards › Then simply edit and create new widgets to meet your performance monitoring needs
    29. 29. @marketingmojo | #mojowebinar | CONTACT Janet Driscoll Miller Google+: +Janet Driscoll Miller Twitter: @janetdmiller Scott Garrett Google+: +Scott Garrett Twitter: @scottgarrett89