http://www.pointit.com - This presentation covers the basics of Google Analytics. Whether you're a marketer or a Website owner, you'll find everything you need to know about Google Analytics here.

1. Google Analytics
For Marketers and Dummies
Frank Coyle – President
Shadrack Scott – Sr. Client Manager
October 28th, 2009

2. About Point It
Presentation Agenda
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• 12 team members, 40+ yrs
of SEM experience
• Servicing clients across all
verticals and revenue
models

3. Your Pressing Agenda
Presentation Questions
• What are funnels and how do you use them?
• What data is important and what’s not?
• What can you do with this data?
• How can I track banners, Facebook ads,
Local Search, etc. with Google Analytics?

4. Agenda
Presentation Agenda
• Goals and funnels
• Reports & taking action
• Advanced techniques
• Q&A

5. Understand, Optimize, Improve
• Yahoo, Google, Bing
SEO • Paid, Organic, Referral,
PPC
Local Search
Direct • Email marketing
• Social media
Sales or Leads

6. Presentation Funnels
Conversion Agenda
Traffic
Lead Gen eCommerce
Quote Webinars Whitepaper Purchase

7. Presentation Agenda
Multiple Funnels
PPC
Lead Gen eCommerce
Quote Webinars Whitepaper Purchase

8. Presentation Agenda
Setting Up a Goal

11. Google Analytics Funnel

12. Reports
• Improve ROI
• Increase converting traffic
• Exclude non-converting traffic
• Look at goal conversion rates
• Put metrics in context by comparing data
• Track Organic traffic
Page 12

13. Report 1: Compare Traffic

14. Report 1: Compare Goals

15. Report 2: Keywords

16. Report 3: States

17. Report 4: Landing Pages

18. Report 5: Ad Performance
Page 18

19. Advanced Google Analytics
• Segmentation
• Form field tracking
• Tracking downloads videos, etc
• Local search and banner tracking
• Ecommerce
Page 19

20. Advanced Segments
Page 20

21. Custom Segmentation

22. Form Field Drop Off

23. Tracking PDF Downloads & Videos
• GA allows tracking of events:
– Downloads, Clicks, PDFs, Flash, outbound links, Videos
• These are not pages. No GA tracking code!
• For PDFs, clicks, use:
– Use _.Trackpageview
• Treats the action as a pageview
• Example:
– Want users to download maps.pdf
<a href="http://www.example.com/files/map.pdf" onClick="javascript:
pageTracker._trackPageview('/downloads/map'); ">

24. Banner Ad, Local Search Tracking
• Want to put a tracking
string in the URL of
your local listing
• Use GA’s URL with
unique tracking string

25. URL Builder
http://www.frankspiano.com/?utm_source=google&utm_medium=maps&utm_content=seattle&utm_campaign=Local

26. Ecommerce
• Installing
• Turning it on
• Tracking code
• pageTracker._addTrans() & pageTracker._addItem()
• 3rd Party Shopping Carts
• Order Id; Total
• Order Id; SKU; price; quantity
• Reports

27. Ecommerce

28. Ecommerce

29. Ecommerce

30. Q&A
Frank: frankc@pointit.com
Shad: shadracks@pointit.com