This document summarizes a presentation about using Google Analytics to analyze website traffic and marketing efforts. It discusses setting up Google Analytics and tracking acquisition sources, user behavior, landing pages, bounce rates, conversions and multi-channel funnels. The presentation provides information on views, filters, linking analytics to AdWords, exporting reports, segments, goals and resources for learning more. It also promotes additional training opportunities and offers promotional codes.

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Getting to know Google Analytics
College of Charleston, October 23rd, 2015
Tina Arnoldi
Marketing Consultant and Trainer
360InternetStrategy.com
Twitter.com/tinaarnoldi
YouTube.com/tinaarnoldi
Slideshare.net/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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Set-Up/Admin

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

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Make sure it’s working

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Views and filters

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Views and filters

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Link to AdWords

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Export and email reports

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You acquire your audience
They behave a certain way
You hope they convert
The Big Picture

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Acquisition

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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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Location

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Mobile Traffic

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Social Media

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When to post

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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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Behavior

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Intelligence Events

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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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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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Advanced Segments

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Advanced Segments

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Conversions

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

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Where are they converting?

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Conversion -> Multi-Channel Funnels

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Resources

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analyticsacademy.withgoogle.com

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And a couple more things before
the break…………

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Free Email Marketing Webinar
November 3rd 12pm – 1pm
Visit 360InternetStrategy.com
Scheduled Training

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10% off with Promo Code: 360InternetStrategy

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GYBO.com
You can pick up “how-to” instructions during the break

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Break Time – and free Google logo
items that you don’t need!