The document outlines the use of Google Analytics as a crucial tool for digital strategists in tracking website traffic and measuring success through defined business objectives and conversion goals. It emphasizes the importance of tagging marketing campaigns and analyzing key performance indicators (KPIs) to improve results. Additionally, the document provides a brief introduction to the tracking code and essential steps for setting up and monitoring analytics effectively.

2. Agenda
Sarah Davis
1 Digital .StrategistYour Google Analytics
.... ......
2 @SDavis_ . . . . Defining your business
....... objectives
3 . . . . . . . . . . . Measure your success with goals
4 . . . . . . . . . . . Measure your marketing campaigns
5 . . . . . . . . . . . Improve your results by analyzing
traffic sources

3. What is Google Analytics?
ASarah Davis
service offered by Google that generates detailed
statistics about the visits to a website. The product is
Digital Strategist
aimed at marketers, as opposed to webmasters from
@SDavis_
which the industry of web analytics originally grew. It
is the most widely used website statistics service.
Tracks visitors from all referrers, including organic
search engines, display advertising, pay-per-click
networks, e-mail marketing, and digital collateral (such
as links within PDF documents).

4. Provides Answers to Difficult ?’s
Sarah Davis
Digital Strategist
@SDavis_

5. Tracking Code
<script type="text/javascript">
Sarah Davis
Digital Strategist || [];
var _gaq = _gaq
_gaq.push(['_setAccount', 'UA-XXXXX-Y']);
@SDavis_
_gaq.push(['_trackPageview']);
(function() {
var ga = document.createElement('script'); ga.type = 'text/
javascript'; ga.async = true;
ga.src = ('https:' == document.location.protocol ?
'https://ssl' : 'http://www') + '.google-analytics.com/ga.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(ga, s);
})();
</script>

6. Defining Your Business Objectives
Business Objective
Sarah Davis
Goal (Outcomes)
Digital Ecommerce
Strategist Sell Products
@SDavis_
Lead Generation Contact info for sales prospects
Content Publisher Show advertising to visitors
Support Help customers solve problems
Branding Drive awareness & engagement

7. Common Micro Conversions
Only 3% of your traffic will convert at your top goal.
Sarah Davis
Digital Strategist
Share content via
@SDavis_ Subscribe to
Watch Video
social media newsletter
Use calculator/
Play games LiveChat
payment estimator
View special
Add product to cart Customize Product
content

8. Conversion Process
Sarah Davis
Digital Strategist
@SDavis_ New Visitors
Micro Conversions
Goal achieved
Returning Customers

9. Measure Your Success with Goals
Step 1:Davis
Sarah
Digital macro/micro conversions on your site
Define Strategist
@SDavis_
- View a “Thank You” page
- Sign up for your email list
- Download a whitepaer
- Make a purchase
- View a video
........ all of which are conversions

10. Step 2:
Create a Conversion Goal in Analytics
Sarah Davis
Digital Strategist
@SDavis_

11. Step 2:
Create a Conversion Goal in Analytics
Sarah Davis
Digital Strategist
@SDavis_

12. Step 3:
Select the Goal Type
Sarah Davis
Digital Strategist
@SDavis_

13. Measuring Your Marketing Campaigns
Sarah Davis
Link tagging is the process of adding marketing
Digital Strategist
informations to the URLs in your online
@SDavis_
marketing materials.

14. Definitions for Campaign Tags
Tags Davis
Sarah Meaning
Digital Strategist
* Campaign . . . . . . . . . . . Name of your campaign
@SDavis_
* Medium ........... Channel (email, social, etc)
* Source ........... Details about channel
Keyword ........... Keyword from search
Content ........... Ad variation
*Required fields

15. Measuring Your Marketing Campaigns
Sarah Davis
Example:
Digital Strategist
@SDavis_
http://buckeyeinteractive.com/?utm_source=monthly
%2Bnewsletter&utm_medium=email&utm_content=
january&utm_campaign=clients%2Bonly

16. Google URL Builder
Sarah Davis
Digital Strategist
@SDavis_

17. How It’s Displayed In Your Analytics
Sarah Davis
Digital Strategist
@SDavis_

18. Google Analytics Automatically Tags
Direct Traffic: User typed in your URL
Sarah Davis
Digital Strategist
Referral: Url in which User found your URL
@SDavis_
and then came to your site
Organic: Found your site in search results (also
identifies keywords)
Adwords: Pay-per-click Advertising

19. Improve Your Results By Analyzing
Your Traffic: Measure KPI’s
Sarah Davis
Pageviews
Digital Strategist
Visits
@SDavis_
Visitors (All or Unique)
Bounce Rate (%)
Avg. Time on Site
New vs. Returning
Traffic Source
Keywords

20. Traffic Sources > Sources > Campaigns
Sarah Davis
Digital Strategist
@SDavis_

21. Traffic Sources > Sources > Campaigns
Sarah Davis
Digital Strategist
@SDavis_

22. Drill Into Campaigns : Segment!
Sarah Davis
Digital Strategist
@SDavis_

23. Real-Time Data
Sarah Davis
Digital Strategist
@SDavis_

24. Other Worthwhile Data...
Sarah Davis
Digital Strategist
@SDavis_

25. Key Takeaways
Sarah Davis Google Analytics tracking code installed
Get
1 on your
Digital Strategist website
@SDavis_
Make sure you are tracking micro/macro
2 conversions with goals
3 Track ALL your marketing activities
4 Analyze traffic

26. Thank You!
More Questions? Get in touch!
Sarah Davis
(p) 614.289.7900
(e) sarah@buckeyeinteractive.com
(t) @SDavis_