The document discusses the Fresh Intelligence Roundtable series focusing on Google Analytics, including the upgrade to Universal Analytics and the benefits it provides such as improved tracking and reporting features. It covers audience insights, traffic sources, content engagement, event tracking, and how to calculate click-through rates for advertisements. It also mentions the option to receive email reports for analytics data.

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Google Analytics Tracking Code
Google Analytics (ga.js)

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Google Analytics Tracking Code
Universal Analytics

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Upgrading to Universal Analytics

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Upgrading to Universal Analytics

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Benefits of Universal Analytics
 New Google standard for accurate tracking
 More reporting features
 More in-depth data on visitors to your site
 Ability to setup custom dimensions and metrics
 All new Google Analytics profiles are automatically setup
on Universal Analytics

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One Code To Rule Them All?
 Google Tag Manager
 https://www.google.com/tagmanager/
 1x implementation on site
 Add tracking pixels & verification codes through browser

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Audience Overview: What’s Happening On My Site?

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Audience Overview: What’s Happening On My Site?

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Audience Overview: What’s Happening On My Site?
• Derive Meaning
▫ Select comparative date range
▫ 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

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Audience Overview: What’s Happening On My Site?
Black Friday Sale

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Audience Overview: What’s Happening On My Site?
Onsite Poll

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New Report: Acquisition > Channels

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All Traffic: How Did Visitors Find Your Site
 Traffic Source Types
 Direct to Site
 Organic Search
 Paid Search
 Referral
 Social
 Email
 Referral sources include social media, press releases & blogs
 Create Custom Types
 Display
 Blog

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All Traffic: How Did Visitors Find Your Site?

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Behavior: What Content Are People Interested In?
Behavior > Site Content > All Pages

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Behavior: What Content Are People Interested In?
 Look for Opportunities
 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

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Goal Conversions

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Goal Conversions

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Goal Conversions: Ecommerce

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Event Tracking – Capture On Page Engagement
Special Event
Sign-Up

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Event Tracking – Capture On Page Engagement
Hero Image
&
Featured Box
Traffic

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Event Tracking – Capture On Page Engagement
Ad Banner Click-Thru

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Calculate Advertiser Click-Thru-Rates
 Clicks/Sessions = Average Click-thru-Rate (CTR)
 Example: 750 events (banner clicks)/ 150,000 sessions
 0.50% CTR

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Event Tracking – Capture On Page Engagement
Embedded Video

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement
Product Purchase
Details

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Event Tracking – Capture On Page Engagement

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Google Analytics Reports: Email Please!
Enter Your Email Address
How often & for how
long do you want to
receive the reports?

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Google Analytics Reports: Email Please!
Select Report Format

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Thank You!
Presentation Available:
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