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Google Analytics: Actionable Business Insights & Custom Reporting
This document provides an overview of new features and changes in Google Analytics, including newly available reports that can provide actionable business insights. It discusses working with "Not Provided" organic search data since Google's move to secure search, and how to leverage conversion tracking, funnels, and advanced segments. The document also includes primers on analytics terminology and setup.
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Google Analytics: Actionable Business Insights & Custom Reporting
- 1. Google Analytics: What’sNew? Find Actionable Business Insights Using Newly Available Reports Working Around Keyword ‘Not Provided’ Conversion Tracking & Funnel Data Leveraging Advanced Segments By Kate Hamilton-Miller
- 2. Search Smart Marketing •Mission ▫ Deliver superior client service and results by effectively integrating strategy, project management, client service and technology. • Search Engine Optimization (SEO) • Paid Search Advertising • Local Search Optimization • Social Media Marketing • Review Monitoring & Management • Mobile Advertising & SEO • Video Optimization • Display/Banner Planning & Placement
- 3. Kate Hamilton-Miller • GraphicDesign, PR Writing Background • Started Digital Marketing, 2004 • Joined Search Smart in 2008 • Certifications ▫ Google ▫ Bing ▫ Social Media • Memberships ▫ SEMPO ▫ National Association of Professional Women (NAPW) ▫ Women Centric
- 5. Analytics Lingo • TrackingCode ▫ JavaScript placed on each page of your site • Tracking URL ▫ Web Address of the page on your site you want to direct visitors to + relevant marketing info • Campaign ▫ Marketing initiative; Email Blast; Paid Search Ads • Traffic Source ▫ A website or external link sending visitors to your site
- 6. Analytics Lingo • Channel ▫A group of traffic sources Google feels share similar attributes Direct to Site Organic Search Referral Email Paid Search Other Advertising Social Display • Conversion ▫ Specific action on your website that you would like a visitor to take. This action has transactional or informational value. Filling out a Contact Us form Signing up for a Newsletter Completing a purchase
- 7. What Can AnalyticsTrack? • Visitors to your site ▫ ▫ ▫ ▫ Where did they come from? What do they do once they reach your site? Are they converting? Has the visitor been to your site more than once? • Marketing Initiatives ▫ ▫ ▫ ▫ Pay-per-click (Google, Bing, LinkedIn) Display Email Social Media (Facebook, Twitter)
- 9. New Analytics Dashboards& Names Formerly Traffic Sources Formerly Content
- 10. Google Hummingbird AlgorithmUpdate Image: Relevance.com
- 11. Google Moves toSecure Search
- 12. ‘Not Provided’ OrganicSearch Data • October 2011: ‘Not Provided’ begins to appear ▫ Withholds data associated with secure search • March 2012: Searchers on Google properties (not Google.com) are routed through secure search • July 2012: Firefox 14 launches with Google secure search for all searches • September 2012: Safari in iOS6 begins using Google secure search. • January 2013: Chrome moves to secure search • September 2013: All Google searchers routed through secure search
- 13. ‘Not Provided’ OrganicSearch Data
- 14. ‘Not Provided’ OrganicSearch Data • % of traffic reported as ‘not provided’ varies by industry and target audience • An August report found on average 49% of traffic was reported as ‘not provided’ • Since Google’s move to secure search in September, ‘not provided’ covers 75%+ of traffic
- 15. Organic Search KeywordInsight • Webmaster Tools
- 16. ‘Not Set’ PaidSearch Keyword Data Acquisition > Keywords > Paid
- 17. ‘Not Set’ PaidSearch Keyword Data • Click into (Not Set) and select Source from the Secondary Dimension dropdown Acquisition > Keywords > Paid
- 18. ‘Not Set’ PaidSearch Keyword Data • Update tracking URLs so that Medium=cpc • Must be lower case • http://www.yoursite.com? ▫ utm_source=Find+Gift ▫ utm_medium=cpc ▫ utm_term=gift+club ▫ utm_campaign=Christmas
- 19. Conversion Tracking • OnlinePurchase ▫ ecommerce transaction • Micro-Conversion ▫ Visits to Contact Us • Downloads ▫ White Paper ▫ Brochure • Site Engagement ▫ Pages per visits ▫ Time on site • Contact Actions ▫ Form Submission ▫ Newsletter Sign-up • Social Engagement ▫ Blog comment
- 20. Creating A ConversionFunnel • • • • Log into Analytics & click admin button Select your profile (www.website.com) Goals tab Click Create A Goal button ▫ Or select a goal you wish to edit • • • • Enter Goal Description Add URL of conversion page under Goal Details Turn Funnel button on Enter each step of the conversion process you wish to track • Note whether a step is required
- 21. Creating A ConversionFunnel Click Admin Button Select Website Profile
- 22. Creating A ConversionFunnel Select One to Begin Funnel
- 23. Creating A ConversionFunnel
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- 28. Creating A CustomSegment www.341studios.com
- 29. Creating A CustomSegment www.341studios.com
- 30. Creating A CustomSegment • • • • • Log into Analytics & click into your profile Select Advanced Segments Select New Custom Segment Name your segment (Be specific) Define what you are looking for using dropdown menus with and/or statements • Test to make sure all data is pulling appropriately • Save segment
- 31. New Report: AcquisitionOverview
- 32. New Report: AcquisitionChannels
- 33. Thank You! Kate Hamilton-Miller khamilton@isearchsmart.com @KateHMiller Questionsor Suggest A Topic: Use #SSMGA Search Smart Marketing www.isearchsmart.com @iSearchSmart Facebook.com/SearchSmartMarketing
- 35. Google Analytics Setup •Free account ▫ www.google.com/analytics • Link to AdWords ▫ Adwords.Google.com USE THE SAME LOGIN ACROSS ALL GOOGLE PRODUCTS • Webmaster Tools Integration ▫ www.google.com/webmasters/tools • Define Goals and Conversion Funnels
- 36. Analytics Tracking –Tag Everything! • What ▫ ▫ ▫ ▫ Pay-Per-Click (CPC) Email Social Buttons, Posts Display • How ▫ AdWords Auto-Tagging ▫ Tracking URL Generator SEARCH: Google Analytics Tracking URL Builder http://support.google.com/analytics/answer/1033867?hl=e n
- 37. AdWords Auto-Tagging • • • • Login toAdWords My Account > Preferences Edit, Check Destination URL Auto-Tagging Save Changes
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