Google Analytics: Overview & Key Metrics for Retirement Communities
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A step-by-step tour through Google Analytics, simplifying some of its complexity, and offering tips to make sure you are optimizing the numbers that matter to you.
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Google Analytics: Overview & Key Metrics for Retirement Communities
- 1. Google Analytics: Overview & Key Metrics Thursday, April 21st, 2016 Anneline Breetzke #mktgacademy @mktgacademy
- 2. Content Introduction : Why Google Analytics? Overview : A look at the default report layout Key Metrics : 7 Most Important Website Statistics 4 Main Reports : Understand each category & the data they provide Goal Conversions : Activities Important to Your Success Questions
- 4. Why Google Analytics? Without data analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway. - Geoffrey Moore “
- 5. Question e.g. Did the website changes increase customer retention? Look for the report that provides the answer e.g. compare avg time on site Marketing Idea e.g. Redesigning the landing page of your website. Reject Improve Keep Measure & Analyze Make recommendations & TAKE ACTION Why Google Analytics?
- 6. How many people visit my website? How many visitors are local / national / international? Do I need a mobile-friendly website? What paid referral partners must I keep? What marketing campaigns drive the most traffic to my website? What times in the day are people reading my blog? How many visitors have I converted into leads or customers? Which social network drives the most traffic? Why Google Analytics? It can answer questions like… It does not answer WHY…
- 7. Overview A look at the default report layout
- 8. Four main reports. Seven key metrics. Main navigation menu. Set regular emails of the data. Export to Excel etc. Specify date ranges, including the ability to compare timelines. View the data in different increments.
- 9. 7 most important website statistics Key Metrics
- 10. Sessions A group of interactions that take place on your website within a given time frame (30 min). A user can have multiple sessions. Users The unique individual (unique IP address) that visits your site. Pageviews An instance of a page being loaded by a browser. The total number of pages viewed; repeated views of a single page are also counted. Pages/Session The average number of pages seen per session. Sign of how curious people are about your community. Avg. Session Duration The amount of time spent on your site per session. Bounce Rate The percentage of single page visits (or web sessions). The number of visits in which a person leaves your website from the landing page without browsing any further. % New Sessions Percentage of new visitors (vs returning visitors) to your site. Key Metrics
- 11. “Microsoft study finds human attention span has dropped to just 8 seconds.” - Indo Asian News Service , 18 May 2015 Key Metrics — Bounce Rate
- 12. Bounces will never turn into conversions. The lower the bounce rate, the higher the pool of potential conversions. Why do you want a lower bounce rate? Key Metrics — Bounce Rate
- 13. 100 users visited your site 60% of those 100 bounced = 60 bounced sessions 100 users – 60 = 40 engaged visits = 40 potential conversions 100 60.06% Key Metrics — Bounce Rate Example 1
- 14. 100 30% 75% increase in sales! Key Metrics — Bounce Rate Example 2 100 users visited your site 30% of those 100 bounced = 30 bounced sessions 100 users – 30 = 70 engaged visits = 70 potential conversions
- 15. You can increase your conversions for the same amount of advertising spend. Tip: Paid bounce rate should be lower than your organic bounce rates.Analyze your bounce rates with all your advertising referral partners. Why do you want a lower bounce rate? Key Metrics — Bounce Rate
- 16. Example Key Metrics — Bounce Rate
- 17. 4 Main Reports Understand each category & the data they provide
- 18. Audience Who is coming to your site? Acquisition Where are they coming from? BehaviorWhat are they doing on your site? Conversion s What is working and what isn’t?
- 19. Audience 4 Main Reports — Audience Location Country? Province? City? Mobile/Device Desktop? Phone? Tablet? Demographics Gender? Age? Language? Interests Movie Lovers? In- market Segments? (Adwords) Browser/O S Chrome/Safari? iOS/Android? Frequency New vs Returning? Visits? Pageviews? Time on site? Who is coming to your site?
- 21. Approach Google Analytics with a question: What percent of our users access our site via their mobile device? 4 Main Reports — Audience
- 23. That leads to another question: Are mobile visitors less or more engaged? 4 Main Reports — Audience
- 26. View your mobile site landing pages Consider areas to improve Set up a schedule to test those changes Analyze the data …and start the process again. What action steps can we take to improve mobile phone engagement? 4 Main Reports — Audience
- 27. Traffic Sources/ Channels Organic/Paid? Social Media? Referrals? Engagement Bounce Rate? Pages/Session? Adwords Campaigns? Keywords? SEO What queries users typed to reach your site? Landing pages? Social How many people shared your page on Facebook? (Goals) Acquisitio n How are they getting to your site? 4 Main Reports — Acquisition
- 28. Source Origin of your website traffic (includes custom utm_source traffic) google / organic bing / cpc comfortlife.ca / referral Medium The category of the traffic source (includes custom utm_medium traffic) google / organic bing / cpc comfortlife.ca / referral 4 Main Reports — Acquisition Understand your traffic
- 30. Organic Search SEO traffic from unpaid search engines (e.g. Google or Bing) Direct Users type your URL directly into their browser (or from a bookmark) Referral Visitors referred by links on other websites (that are not social networks) Email Sessions that have a medium of “email” – custom: utm_medium=email Social Traffic from approximately 400 social networks (that are not tagged as ads). Facebook, Twitter, LinkedIn etc. Display Paid – can be made up of any number of traffic sources as long as the medium is “display”, “cpm” or ”banner”. Paid Search Paid – where the medium is “cpc” or “ppc”. Google Adwords, Bing Ads, Facebook Ads etc. 7 Default Marketing Channels 4 Main Reports — Acquisition
- 31. Behavior Flow Visualize the path users take from one page/event to another? Site Content How often do users enter/exit this page? Site Speed Which pages are taking too long to load? Site Search What are users entering in the search box on your site? Events How many clicks on a link/button or video player? Experiments Which version of a page performs best? 4 Main Reports — Behavior Behavior What are they doing on your site?
- 34. Goals How many users signed up for your newsletter? Funnel Visualization Where did users exit the funnel before reaching the Destination goal? eCommerce Why are users exiting before they checkout? Conversions How many conversions? Conversion Rate? Compare campaigns. 4 Main Reports — Conversions Conversion s What is working on your site?
- 35. Activities important to your success Goal Conversions
- 36. A goal is a completed activity on your site (a conversion) a completed sign up form a completed purchase (eCommerce sites) a click to play a video Goal Conversions Goals provide essential information
- 37. Without this information it is almost impossible to evaluate the effectiveness of your online business and online marketing campaigns. Goal Conversions Goals provide essential information
- 38. You can track different types of goals The Destination goal is the easiest to implement and track. Once a specific page is loaded (e.g. Thank you for registering! Page), the goal is completed. For the Destination goal you need a destination URL that loads after a user completes the action. Goal Conversions Type of goals
- 40. Mary’s Goals Your Business Goals Reputation of the community Download a brochure Financial information Email or call an advisor Different levels of care Download an infographic Needs a quick answer Live chat session View the community’s grounds, rooms and facilities. Watch a video or take a virtual tour Line up your goals to those of your buyer personas ACI : Mary Buyer Persona Turn these into conversion goals in Google Analytics Goal Conversions
- 41. 1. Click on Admin > Goals (under View) Goal Conversions Setting up goals
- 42. 2. Click on +NEW GOAL Goal Conversions Setting up goals
- 43. 3. Click on Custom > Continue Goal Conversions Setting up goals
- 44. 4. Name your goal something descriptive > Select Destination > Select Continue Goal Conversions Setting up goals
- 45. 5. Enter your destination page’s URI (the piece of the URL that comes after the .com or .ca of your domain) E.g. /thankyou.html > Choose Begins with > Click Save Goal Conversions Setting up goals
- 46. 6. Assign a monetary value (filling this in populates reports in analytics that are otherwise empty, and it helps in calculating ROI) GA does not update values retrospectively. Choose your value system upfront, or make a note if you change it. Goal Conversions Setting up goals
- 47. Connect your high traffic pages/posts to your high conversion pages = Success! Goal Conversions
- 48. Brand, brand, everywhere! Questions? Contact: Anneline Breetzke anneline@ourkidsmedia.com #mktgacademy @mktgacademy The slides will be available in a few days at: ourkidsmedia.com/marketi ng Comfort Life Marketing Academy — for Retirement Communities www.ourkidsmedia.com/marketing
Editor's Notes
- One of the biggest skills gaps is analytics… the ability to measure results and understand data into actionable steps. Often read reports incorrectly. Line going up = happy, going down = unhappy. That is just reporting – it isn’t using the data to make changes. For any online venture, data is precious. It can give you insights which can turn fortunes for your business and break a lot of myths for you. Companies keep on wasting money on marketing, shuffling between agencies, hiring and firing them when they don’t deliver results. They neglect the fact that a simple answer might have been residing in the data.
- Use the tool WITH A PURPOSE Ask a question and find the report that answers it (test) Your marketing is only affected when you take an action based on data reports Analysis is when you make a recommendation based on the data (actionable steps) DECISION SUPPORT TOOL
- But the answers are only ‘interesting’ they don’t change anything. You use the answers to make decisions, to take actions.
- Who is coming? Where are they coming from? What are they doing? What’s working? Visitor = User Visit = Session
- Who is coming? Where are they coming from? What are they doing? What’s working? Visitor = User Visit = Session
- Desktop 84% Mobile 13% Tablet 4%
- Who is coming? Where are they coming from? What are they doing? What’s working? Visitor = User Visit = Session
- ENGAGMENT METRICS – from the Behavior Reports Bounce Rate Pages / Session Avg. Session Duration Tablet – less bounce and longer on site
- ENGAGMENT METRICS – from the Behavior Reports Bounce Rate --- tablet much less than the average Avg. Session Duration --- longer on the site Pages / Session --- tablet quite a few more pages than the others Tablet – tend to be night time visitors What next?
- Check the landing pages design for mobile visitors Consider which changes to make to improve engagement Create a schedule for testing
- Source: Every referral to a website has an origin, or source. Possible sources include: Google (the name of a search engine), facebook.com (the name of a referring site), the name of one of your newsletters, and direct (visits from people who typed your URL directly into their browser, or who had bookmarked your site). Medium: Every referral to a website also has a medium. Possible mediums include: organic (unpaid search), cpc (cost per click, i.e. paid search), referral (a website linking to yours), email (the name of a custom medium you can create), none (direct visits have a medium of none). Keyword: The keywords that visitors searched are usually captured in the case of search engine referrals. This is true for both organic and paid search. If the visitor is signed into a Google account, however, Keyword will have the value (not provided). Campaign: is the name of the referring AdWords campaign (if you are running paid search ads) or a custom campaign that you have created.
- There are two types of channels in Google Analytics: #1 Default marketing channels (or default channels) #2 Custom marketing channels (or custom channels) Following are default marketing channels: 1. Organic Search 2. Paid Search 3. Display 4. Direct 5. Referral 6. Social 7. Email 8. (Other) -- utm_medium=(not set)
- Publish more content on those topics or make sure you’re linking from your high traffic pages to these very engaging pages.
- What is the top path through your website – if your website were a store, you’d be able to see the most popular path people take through your retail section. City – you’d know where the busier parts are, which are the most common exit ramps etc. You should know what your most popular path is through your website. Combines data from several reports (drop offs, homepage is a /) Shows you your top page paths… ACTIONS: Polish up the pages in that top path – if you only have 10mins to work on your website this month, work on those Rebalance your navigation – consider removing your least popular navigation, or rename it?? Make sure the billboards are on the highway (videos, testimonials….) Most powerful content are video testimonials. Put them on the most popular pages. Get rid of your testimonials page
- Without this information it is almost impossible to evaluate the effectiveness of your online business and online marketing campaigns.
- Without this information it is almost impossible to evaluate the effectiveness of your online business and online marketing campaigns.
- Type #1 Destination Goals These Goals will allow you to track a specific URL, and each time someone goes to that URL, they initiate the Goal. This is a great tracking option for comment thank you pages and confirmation pages. Once you choose Destination, you will be taken to the Goals Details screen where you can get more specific. Type #2 Duration Goals This one is pretty self-explanatory – it allows you to track how many people stay on your site for a specified amount of time. Type #3 Pages/Screens Per Session The third type of Goal is similar to the duration goal, and easy to set up. Instead of tracking how long people are on your site, you will be tracking the number of pages they see before they bounce. Type #4 Event Goals The type of goal gives you lots of options, and is a bit more complicated than the last 2 we discussed. Tracking Goals requires a bit of JavaScript to be added to whatever it is you want to track. Find out how to set that up here. Once you have your events set up you can track elements such as: links, downloads, videos, widget usage.
- These Goals will allow you to track a specific URL, and each time someone goes to that URL, they initiate the Goal. This is a great tracking option for comment thank you pages and confirmation pages. Once you choose Destination, you will be taken to the Goals Details screen where you can get more specific.
- Click the Case Sensitive box ONLY if you have the lowercase and uppercase characters in your URL pointing to DIFFERENT pages. Most times you will leave this box unchecked. The funnel option - see exactly how people are moving through each step of your sales funnel. The funnel option really only works well if you require your readers to move through a series of pages to get to your specified URL.
- Without this information it is almost impossible to evaluate the effectiveness of your online business and online marketing campaigns. Traffic x Conversion Rate = Success! Some pages or posts result in a higher conversion than others… are much more inspiring for people to take action. Drive traffic to those posts/pages!! Rotate those in your social media streams or email campaigns. Publish more content om these topics. Connect your Traffic champions to your conversion champions – connect the two with CTAs in your website.