Online Marketing Intensive Part 3: Google Analytics for Business Owners
Maximise your profitability by understanding and applying the right analytic tools for your website.
Discover how to create your own Google Analytics dashboard and learn how to diagnose traffic profitability per keyword, per action and per source of traffic.
Feel free to drop us a message if you have any further questions about Google Analytics for your business.
Next: Conversion Optimisation - http://slidesha.re/Xvl9By
2. What is Analytics?
• It is the process of tracking and measuring website data to
maximize your marketing return on investment (ROI).
• It helps to understand visitor behaviour and use the information to
make decisions that help in achieving business goals.
www.SearchEngineRankings.com.au 2
3. Providing Answers
to Difficult Questions
How are visitors using my
site?
How can I make my
marketing campaigns more
effective and accountable?
Where and when are visitors
abandoning my shopping cart?
Am I creating effective
content?
How do I improve site
interaction?
www.SearchEngineRankings.com.au 3
4. Using Analytics
• Types of commercial websites
• What do I want my website to do?
• Site Objectives
www.SearchEngineRankings.com.au 4
6. Why Measure the Web?
To Fix Things that Are not
To Understand What is Working
Working
7. Why Measure the Web?
To Fix Things that Are not
To Understand What is Working
Working
To Improve our Results
8. Why Measure the Web?
To Fix Things that Are not
To Understand What is Working
Working
To Improve our Results To Calculate our Value
9. Why Measure the Web?
To Fix Things that Are not
To Understand What is Working
Working
To Improve our Results To Calculate our Value
To Justify and Encourage
Investment
10. Why Measure the Web?
To Fix Things that Are not
To Understand What is Working
Working
To Improve our Results To Calculate our Value
To Justify and Encourage
To Dominate our Niche
Investment
16. Establish Your Goals
Macro Goals
(Sales, Lead Forms, Store Locator)
Macro Goals = Top Line Revenue
17. Establish Your Goals
Macro Goals
(Sales, Lead Forms, Store Locator)
Macro Goals = Top Line Revenue
Micro Goals
(White Paper Download, Time on Site,
Video Views, etc.)
Micro Goals = Buyer Influence
18. Establish Your Goals
Macro Goals
(Sales, Lead Forms, Store Locator)
Macro Goals = Top Line Revenue
Micro Goals
(White Paper Download, Time on
Site, Video Views, etc.)
Micro Goals = Buyer Influence
Configure your goals in Google
Analytics settings
You can set up to 20 goals!
19. Defining Goals/
Conversions
• Form fills
• White paper downloads
• Request for quote
• Newsletter subscriptions
• Event registration
• Engagement with social media
www.SearchEngineRankings.com.au 19
22. Analyze Traffic Sources
Pay attention to your traffic
balance
Set up segments to understand
how your traffic sources perform
23. Defining Key
Metrics
• New / repeat visitors
• Are they spending enough time
• Where are they spending most of their time
• What is the path they follow
• Using conversion funnel
• Measuring visitor drop-off at every step of the funnel
www.SearchEngineRankings.com.au 23
31. Create Context for
your Data
• Don’t focus on a single metric
• How does the performance of each metric compare to
the site average?
• How does the performance compare to last week, or last
month?
www.SearchEngineRankings.com.au 31
47. Report Interface
• Report navigation
• Settings
• Help resources
• Export options and email reports set-up
• Link to help centre
• Calendar / date slider
www.SearchEngineRankings.com.au 47
48. Report Structure
There are 5 main categories:
• Visitors
Visitor information such as loyalty, language and location
• Traffic sources
Natural and paid sources of traffic; includes Adwords reports
• Content
Pages viewed
• Goals
Conversion rates and goal paths
• E-commerce (if enabled)
Commerce tracking, visitor loyalty, revenue sources and product
specific information
www.SearchEngineRankings.com.au 48
49. Setting date and
comparison date ranges
• You can either use a calendar or a timeline to select a
date range
• Select Compare to Past and you’ll be able to set a
comparison date range
www.SearchEngineRankings.com.au 49
50. Reporting
• Comparing two metrics on the same graph
• Measuring visitor loyalty
• Report formats
• Scheduling & emailing
• Scorecards – It provides aggregates and averages for the displayed
metrics
• Site-usage
• Email reports
• Report tabs
• The dashboard
• Keyword reports
www.SearchEngineRankings.com.au 50
51. Bounce Rates
• The definition of Bounce Rate is the percentage of visitors that hit
your website on a given page and don’t visit any other pages on
your site.
• The bounce rate at the page level is extremely useful especially in
case of landing pages for paid campaigns.
www.SearchEngineRankings.com.au 51
52. Exit Rates
• The definition of Exit Rate is the percentage of visitors that leave
your site from a given page based on the number of visits to that
page.
• Sounds similar to bounce rate, what’s the difference?
• Exit Rate is important for determining which page in a process isn’t
performing up to expectations. For example, if you have mapped out
a Website Persuasion Architecture, and find visitors are exiting the
site on a webpage that is a stepping stone to a more important
page, then you need to review the page’s content/layout etc.
www.SearchEngineRankings.com.au 52
53. Getting started with
Google Analytics
Three simple steps to getting started with Google Analytics:
• Sign up www.google.com/analytics - need a Google account
• Install the tracking code across all the pages of your website
• Use the new ga.js code instead of urchin .js
• Verify
• If running Adwords you can go through the analytics tab on the
Adwords link the two accounts
www.SearchEngineRankings.com.au 53
54. Understanding
the Code
• Understanding the tracking code
• Installing the java script
If the website uses a template or a Content Management
System, you can install it on the common area e.g. website
footer
• Installing the code on a common footer
www.SearchEngineRankings.com.au 54
55. Resources
• Free tools to check if the GA code has been installed properly
www.sitescanGA.com – it will check for any implementation errors
• You tube channel GA -
http://www.youtube.com/googleanalytics?hl=en
www.SearchEngineRankings.com.au 55
Editor's Notes
No analytics reporting is 100%Share analytics data anonymously for benchmarkingDon’t focus on single metrics
The visitor who exits might have visited other pages on your site, but just exited on that specific page