The document provides an overview of using Google Analytics for small businesses. It covers key metrics to measure like top keywords, referring websites, content popularity and bounce rate. It discusses setting up accounts and tracking codes, as well as setting up goals and conversions. Additional topics include new vs returning visitors, custom dashboards, and resources for learning more about Google Analytics.

1. Google
Analytics for
Small Business
Presented by: Keidra Chaney

2. What we will cover
• Google Analytics Key Metrics
• What to Measure on your site
• Goals and Conversions
• More Resources

3. About Me
• Started as web content manager, knowledge of
HTML, CSS, PHP
• Google Analytics became my strategy tool
• Trained through books, courses and
experience.
• Became a web analytics evangelist (and nag)
at my workplace.
• Started consulting on analytics and website
optimization

4. (Kinda) Hands-On

5. Think before you do!

6. Getting Set Up

7. Getting Set Up in Google Analytics
Create an account at www.google.com/analytics

8. Get Your
Tracking Code
Your Site's
Unique
Tracking ID
The Tracking
Code

9. Installing The Tracking Code on WordPress (self-hosted)
OPTION 1: Some WordPress themes have a place for you to enter your Tracking ID
(looks like UA-555121-2) or a place to paste the entire tracking code.
OPTION 2: Use a WordPress plugin,
like Google Analytics by Joost de Valk
http://bit.ly/ga-yoast
OPTION 3: Paste the code into your theme's
header.php file, just before the </head> tag.

10. Installing The Tracking Code on Blogger
Just Enter
Your
Tracking ID

11. You may want to filter out your own visits to your site
Admin > Account > Filters > New Filter
Set up a filter for to exclude the IP
Address of every location you regularly
use to visit your site.
Get your current address:
www.checkmyip.com
Your IP Addresses may change from
time to time, so it's important to check
this every once in awhile.
You may also need to filter out your
own server’s IP address!

12. Google Analytics Key
Terms

13. Pageviews:
Every time a
visitor views a
web page on a
site
Unique Visitors:
The number of
individuals who
have been to
your site during
the date range
Average
Number of
Pages Viewed
per Visit
(2-3 is typical)
Bounce Rate:
Percentage of
visitors who
leave after
viewing only
one page
Visitors Overview: The Basic Stats
Date Range,
Defaults to
last 30 days
The Info On
the Graph
Each Dot
On the Graph
Visits:
Someone
comes to your
blog, views 1+
pages, then
leaves
If you click on
these graphs, it
will take you to
more info about
those stats

14. What to Measure on Your
Site

15. Avoid Data Overload!
Identify the key metrics that tell your how your site is
performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate

16. Avoid Data Overload!
Identify the key metrics that tell your how your site is
performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate

17. Avoid Data Overload!
Identify the key metrics that tell your how your site is
performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate

18. Avoid Data Overload!
Identify the key metrics that tell your how your site is
performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate

19. Top Keywords and Phrases from search engines

20. Question: Are people searching for SIU or
SIUC?

21. Top Referring Websites

22. Question: Is social media bringing relevant
traffic?

23. Site Content Popularity: All Pages

24. Site Content: Landing Pages & Traffic Sources

25. Question: Is our new content
focus performing well?

26. Site Bounce Rate
Source: KISSMetrics

27. The key is context

28. “What am I looking at?”

29. What question are you
trying to answer?

30. Conversion goals
If you have a page on your site that represents the completion of a
user action, that’s your goal conversion page.

32. GOALS
PAGE ACTION GOAL HOW
HOME
sign up for
newsletter
fill out
sub request
pop-out window
with info
ABOUT
connect on linked
in
click on a button
headlines,
subheads, bullet
copy
SERVICES
email quote
request
big, huge button
to form page
great copy, before
& after, list of
services

40. Remember this?
PAGE ACTION GOAL HOW

41. Other metrics and
measurement tools

42. New vs. Returning Visitors
Do new visitors leave your site quickly? Or are they engaged and looking around
more? While in launch mode, focus on new visitors as a metric. When looking at
content engagement and effectiveness, focus on returning visitors.

43. Visitor Behavior: Averages Lie!
Frequency - Count of Visits – Number of times the same person comes back
Recency - Days Since Last Visit – How long it’s been since they've been to your site
Visit Duration - How long they stay on your site in a single visit
Page Depth - Number of pages they view in a single visit

44. Google Analytics URL Builder (Google it!)
Add these tags to your links to track incoming traffic from
your e-mails, social media campaigns

45. The Annotations Tool

46. Custom Dashboards

47. Custom Dashboards
Traffic

48. Custom Dashboards
Demographic
s

49. Custom Dashboards
Behavior

50. Tools and Resources
Google Analytics Education (Videos and more):
goo.gl/mGpDG
Google Analytics Support:
goo.gl/dKOkS
Google Analytics Blog:
goo.gl/fQDWC
Google Analytics Reporting Tools (Excel Plugins and more):
goo.gl/zzA66
Google Analytics URL Builder:
goo.gl/MB6zX

51. Thanks!
keidra@gmail.com
www.keidrachaney.com
@kdc