This document appears to be a slide presentation on Google Analytics. It covers the following key points: - It introduces Google Analytics and is aimed at beginners, intermediate users, and business leaders. - It discusses learning about features to help with marketing and determining what is already being monitored and how to use the data. - It addresses setting up goals to measure things that indicate customer progress beyond just page views. - It recommends connecting Google Analytics to Google AdWords to share data if using AdWords for marketing. - It suggests developing a social media strategy and focusing efforts on the top one or two performing social media channels. - It advises analyzing landing and exit pages to ensure the

1. Tina Arnoldi
Consultant and Trainer
360InternetStrategy.com
Google Partner, Analytics & AdWords Certified
Find me on Twitter, SlideShare, YouTube, LinkedIn
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2. Google Analytics Beginners
Learn what you can do with this tool
Google Analytics Intermediate Users
Learn a few new features to take it to the next level
Business leaders
Understand how analytics can help you measure
your marketing efforts and determine ROI
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3. Learn about the features available to help in
your marketing.
“What do all these numbers mean?”
Determine what’s already being monitored in
your account and how to use it.
Go back to these slides later as a checklist to
review with your team.
Review the “your homework” items.
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4. 1. Have never logged in
2. Just getting started
3. I know enough to be dangerous
4. I’m an analytics ninja
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6. The Big Picture

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11. Let’s dig in a little deeper
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12. 1. Ecommerce
2. Lead generation
3. Informational – “brochure ware”
4. Content driven
5. The type that needs to be re-done!
6. I have no idea
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13. Ecommerce
Order value
Percentage of visits that resulted in purchase
Content
Time on site
Comments
Lead generation
Completed a form
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14. • Time saver
• Google will notify of changes
• Set custom alerts
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17. • Social media
• Email newsletter
• Promotions
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19. • The reason for your site
• Measure what matters
• View your ROI
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20. 1. First time I’ve ever heard of them.
2. I think so, but have never looked at
them.
3. Yes, and we’re making decisions
based on them.
4. I have no idea what you’re talking
about.
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23. Things that Google does not already
measure.
Not a built in feature.
Videos, White Papers, Etc..
Plan it out first.
Does not generate a page view.
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25. Check if goals are already set up on your
site.
If there aren’t any, add some that indicate
the visitor is taking a step towards
becoming a customer.
Make sure goals aren’t measuring things
that are easily found in existing reports.
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26. 1. Yes, and we’re seeing good results.
2. Yes, but not sure it’s a good use of
money.
3. No, but we’re considering it.
4. No, and have no plans to use it
because it’s a money pit and no one
clicks on those ads anyway.
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28. If you are already using AdWords, make sure it
is connected to your analytics account so these
products are sharing data.
If you are not using it, consider starting with a
small campaign on the display network with
placements or remarketing.
http://www.google.com/ads/displaynetwork/
Contact tina@360internetstrategy.com for a
$100 voucher to use AdWords.
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29. 1. Yes, we have a clear strategy we follow
that works well.
2. Yes, but we’re not seeing a positive ROI.
3. Um, no, didn’t know there was such as
thing as a “social media strategy”.
4. No, and unfortunately we probably are
speaking to ourselves only!
5. No, we sort of hate social media.
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30. Definitely look at your social media sources,
going back about six months.
See if they lead directly to a goal or conversion
or at least had a role in it.
Focus your efforts on the one or two top
channels.
Consider small paid ads on one or two channels
as a test.
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31. • This is the first impression of your site.
• What brings people to these landing
pages?
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32. Are your top landing pages also your top exit
pages?
This can be an issue so you’ll want to take a
critical look at those pages.
Do you need a new message?
Is the call-to-action unclear?
Is the next step not obvious?
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33. Before we wrap up…….
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35. Tina Arnoldi
Consultant and Trainer
360 Internet Strategy
tina@360internetstrategy.com
843-410-9320
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