This document summarizes a presentation about using Google Analytics to analyze website traffic. It discusses how Google Analytics can be used to see which marketing efforts are working, track traffic patterns and trends, identify useful referral sources, see where people leave a site, and more. It also covers how to set up Google Analytics tracking, define goals, analyze mobile traffic, location data, and date ranges. Additional topics include linking Google Analytics to Google AdWords, using advanced segments, tagging campaigns, analyzing traffic sources, landing pages, social media, conversion funnels, and lowering bounce rates.

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A Whirlwind Tour through Google Analytics
Googlefest June 2014 - Charleston SC
Tina Arnoldi
Marketing Consultant and Trainer
360InternetStrategy.com
Twitter: tinaarnoldi
YouTube: tinaarnoldi
Slideshare: tinaarnoldi

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Why use it?
• See which marketing efforts are working
• Look for traffic patterns & trends
• Learn which referral sources are useful
• See where people leave the site
• Oh.. And it’s free

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Make sure it’s working

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Make sure it’s installed
•Right click
–View source
•UA-xxxxxxx-01

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Views and filters

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Views and filters

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Goals
• Destination (confirmation)
• Duration (can be good or bad)
• Pages
• Event (video play)

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Mobile Traffic

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Location

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Date range

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Annotations

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Link to AdWords

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Advanced Segments

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Tag campaigns – URL Builder
• Website URL –
360InternetStrategy.com
• Campaign Source (Referrer) -
SlideShare
• Medium –
Googlefest

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Tag campaigns – URL Builder
• You see and click on
–http://www.360internetstrategy.com/
• You land on
–http://360internetstrategy.com/?utm_sourc
e=SlideShare&utm_medium=Googlefest&ut
m_campaign=Gfest%20Slides

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Traffic
• How do people find you?
• Does behavior change based
on the source?
• Is it behavior you expect?
• If it’s positive, you may want
to put more resources into
that traffic source.

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Landing Pages
• What pages are acting as the intro
to your site?
• Can they be improved?
• Is your important messaging there?
• Are your top landing pages also
your top exit pages?
• Is there a call-to-action?

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Social Media

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When to post

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Conversion -> Multi-Channel Funnels

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Intelligence Events

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Bounce Rate

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So how do you lower bounce rate?
• Limit how much is in the sidebar of the
page so visitors aren’t overwhelmed.
–Ex. 3 posts instead of 30 posts
• Additional resources are good but don’t
overdo it with external links.
• Make related content stand out.

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Webmaster Tools

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Visitor Flow
• A graph that represents the path
visitors took through your site
–Node = dimension
–Connection = path
• Focus on one piece at a time

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Right click on a
segment for a
closer look.

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Export and email reports

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Resources

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50 minute presentation on YouTube*
* more than you want to know

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analyticsacademy.withgoogle.com

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Thank you!
Tina Arnoldi
Marketing Consultant and Trainer
360InternetStrategy.com
Twitter: tinaarnoldi
YouTube: tinaarnoldi
Slideshare: tinaarnoldi