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Getting the most out of Google Analytics

  1. 1. Getting the Most Out of Google Analytics MACVB Education Summit 2021
  2. 2. 82% of all travel bookings in 2018 were made online via a mobile app or website, without human interaction. https://www.condorferries.co.uk/online-travel-booking- statistics
  3. 3. ● 72% of mobile bookings happen within 48 hours of last-minute Google searches that include the words ‘tonight’ and ‘today’ ● 70% of all customers do their research on a smartphone https://www.stratosjets.com/blog/online-travel-statistics/
  4. 4. Seventy-eight percent of travelers said informative content from destinations or travel brands can influence their decision-making process, and 46% said ads with informative content can be influential. Source: Expedia
  5. 5. What you’re going to learn today: 1. The basics and definitions 2. Align your business goals with your website goals 3. How to set up event tracking and create conversion goals 4. How set up your website according to yours and your visitors’ goals 5. How to segment and build audiences relevant to your website/goals 6. Discover what content is performing best and how it’s converting 7. Identify which marketing channels convert best 8. Set up custom dashboards and reports
  6. 6. The Basics & Definitions
  7. 7. Areas of Analysis ● Audience: Who are your visitors? ● Acquisition: How did they find you? ● Behavior: What did they do on your website? What content gets viewed the most? ● Conversions: Are visitors’ and your goals being met?
  8. 8. Interests
  9. 9. Location - Region
  10. 10. Benchmarking - U.S. Travel Industry
  11. 11. Devices
  12. 12. Overview
  13. 13. Source/Medium
  14. 14. Behavior Overview
  15. 15. Landing Page Report
  16. 16. Event Tracking An event is an interaction with a web element on your website such as a video, button or a podcast or tracking an outbound click.
  17. 17. Event Tracking An event is an interaction with a web element on your website such as a video, button or a podcast or tracking an outbound click.
  18. 18. Conversions
  19. 19. Align Business Goals & Website Goals Event Tracking & Goal Setting in Google Analytics
  20. 20. CVB Business Goals & Website Goals ● Generate tourism dollars to increase economic impact ● Generate overnight lodging business ● Become a conference/event destination ● Promote area events and activities ● Generate interest in what your tourism area has to offer ● Position your tourism area as a destination worth visiting (for business or pleasure) ● Provide high-quality, relevant information to influence the target audience ● Encourage visitors to book a stay
  21. 21. How do we best measure… ● Interest ● Engagement ● Value ● Intent
  22. 22. Key Performance Indicators (KPIs) ● Must identify KPIs that demonstrate progress toward goals ● Examples: ○ Watched a video ○ Downloaded a visitor’s guide ○ Joined email list ○ Clicked on an external link ○ Shared your content on social media ○ Viewed multiple pages to learn more ○ Responded to Calls to Action ○ Took a quiz ○ Saved an agenda ○ Requested a travel guide
  23. 23. Is your website set up to track engagement?
  24. 24. Examples of Events ● Downloading a file ● Loading of Ajax, JavaScript or flash contents ● Loading of a dynamically generated web page ● Loading of pop-ups, light boxes (think email pop-ups or video lightboxes) ● Loading of a video on a webpage ● Scrolling down the page ● Viewing of a video ● Viewing video footage of certain length ● Clicking on a video’s play/pause/stop button ● Interaction with a gadget ● Clicking on an image or an external link ● Abandonment of a form field ● Logins ● Sharing/printing a blog post, article, video or image ● Clicking on a button ● Movement of mouse
  25. 25. Event tracking - not the same as goals ● Use your webmaster to help set this up - requires code be added to your website ○ Event tracking code ○ Google Tag Manager Resource: https://www.optimizesmart.com/event-tracking-guide-google-analytics-simplified-version/
  26. 26. How to set up a goal
  27. 27. Key Takeaways ● Align business goals with website (visitor) goals ● Guide your visitors to take the next step with strong calls to action (CTAs) ● Track actions on your website through event tracking and create goals to measure engagement
  28. 28. Segmenting & Building an Audience
  29. 29. Key Takeaways ● Review audience data to gain insights about audience attributes: ○ Geo ○ Demographics ○ Interests ○ Behavior ○ Technology ○ Mobile (Devices) ● Create market segments that make sense: ○ Interests, location, converters, etc. ● Build audiences based on market segments to create targeted remarketing lists and search campaigns in Google Ads
  30. 30. Analyze Behavior: Content Engagement
  31. 31. Pageviews (no goals)
  32. 32. Landing Page
  33. 33. What’s driving landing page traffic?
  34. 34. Key Takeaways ● Gain more insight about goals with landing pages vs. pageviews ● Review secondary dimensions (source/medium) to uncover why content is or isn’t reaching goals ● Set goals for every page! What do you want visitors to do next? ● Brainstorm ways to make content work harder toward goals ● Remember: Bounce rate doesn’t always indicate a poor performance (i.e. fishing report)
  35. 35. Analyze Marketing & Campaigns
  36. 36. Acquisition Overview: How did they get here?
  37. 37. Dig Deeper
  38. 38. Analyze the issue
  39. 39. UTM Codes ● A simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. ● This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you. ● Use the Google UTM Code generator (Discover → Campaign URL Builder) ● Only way to view Ad Content and track each campaign (other than AdWords)
  40. 40. Conversions: Top Conversion Paths (Channels)
  41. 41. Source/Medium Path
  42. 42. Assisted Conversions
  43. 43. Key Takeaways ● Dig deeper into how people got to your website with secondary dimensions ● Use UTM codes for any URLs involved with every campaign - stay organized! ● Pay attention to conversion paths and understand it’s often more than one visit that contributes to conversions
  44. 44. Dashboards & Custom Reports
  45. 45. Dashboards & Custom Reports
  46. 46. I hope today you learned: 1. Analytics basics and definitions 2. How to align your business goals with your website goals 3. How to set up event tracking and create conversion goals 4. How set up your website according to yours and visitors’ goals 5. How to segment and build audiences relevant to your website/goals 6. Discover what content is performing best and how it’s converting 7. Identify which marketing channels convert best 8. Set up custom dashboards and reports
  47. 47. Thank You! katg@wafishermn.com

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