The document provides an overview of Google Analytics, highlighting its capabilities in measuring traffic, evaluating sources, and tracking conversions. It outlines common challenges marketers face and offers solutions, such as social network reporting and real-time analytics, to enhance digital marketing strategies. Additionally, it presents actionable steps for marketers to improve their analytics use and refine their campaigns.

1. A Fresh Look at
Google Analytics
Google Analytics
Jon Parks
Dijital Farm
June 4, 2013

2. About Jon Parks
• Founder & Lead Dijital
Strategist with Dijital Farm
• Instructor for ASPE-ROI
• Twitter: @jonparks
• Google Plus: +Jon Parks
• about.me/jonparks
#triama

3. Look Familiar?

4. Let’s go on
a journey
a journey
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5. Quick review:
basic Terminology
basic Terminology
•Visit
•Visitor
•UniqueVisitor
•Page View
•Conversion
•Source
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6. What can Google analytics do?
• Measure traffic volume
• Evaluate traffic sources
• Measure conversions (goals)
• Provide us with data to help us determine next steps
• Make us “smart marketers”
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7. Inside google
analytics
New Tools to FocusYour
Journey
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8. Challenge #1:
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9. Solution:
Social Network Reporting

10. Solution: Social Network Reporting#triama

11. Challenge #2:
WHICH
CHANNELS
PRODUCE
RESULTS?
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12. Solution: Multi-channel conversion
visualizer
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13. Solution:
Top Conversion Paths
Top Conversion Paths #triama

14. What’s
Happening in
Your campaign
Right now
CHALLENGE #3:
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15. Solution:
Real-time Reporting
Real-time Reporting #triama

16. Challenge #4:
VISITORS
CAN’T FIND
WHAT THEY
ARE LOOKING
FOR
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17. Solution:
Visitors Flow Report
Visitors Flow Report #triama

18. Challenge #5:
OVERWORKE
D DIGITAL
MARKETERS
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19. Solution:
Intelligence events
Intelligence events #triama

20. 4 Things to do Today
1. Check your social
traffic. What networks
contribute? Where do
visitors share your content?
KeyTakeaway:
Use this information to
refocus your social media
efforts
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21. 4 Things to do Today
2. Setup a conversion &
examine your
conversion paths. Which
path produces the best
results? Any surprises?
KeyTakeaway:
Use this data to refine which
channels you use & look for
opportunities to connect
paths
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22. 4 Things to do Today
3. Post out to social
media (or activate
email/PPC campaign).
Watch the real-time report.
Where does your traffic
come from? What are they
reading/watching?
KeyTakeaway:
Use this info to make real-
time adjustments in your
campaign
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23. 4 Things to do Today
4. Review visitor
navigation patterns.
How quickly do they find
key content? Do they seem
to get sidetracked/lost?
KeyTakeaway:
Use this information to adjust
navigation or create quick
links to key content
#triama

24. A Fresh Look at
Google Analytics
Google Analytics
Jon Parks
Dijital Farm
June 4, 2013