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Google Analytics Unveiled
Web analytics provides detailed statistics about website visits that can be used to measure marketing efforts, optimize performance, and make informed decisions about content and design. Google Analytics is the most widely used web analytics service that generates statistics about visits and visitors. It allows marketers to analyze metrics like traffic sources, search terms, visitor behavior, and location to gain insights about how visitors engage with a website.
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Google Analytics Unveiled
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- 2. Overview Introduction • General visitormetrics • Where your visitors come from • How they find you • How they use your site Application Using this information to • Measure marketing efforts • Optimize performance • Make informed decisions about content and design • Define web analytics • Why it’s important • The lay of the land Gathering information
- 3. Web Analytics Defined •Google Analytics (GA) is a service offered by Google that generates detailed statistics about the visits to a website. • It is the most widely used website statistics service. • The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew.
- 4. Web Analytics Defined •Google Analytics (GA) is a service offered by Google that generates detailed statistics about the visits to a website. • It is the most widely used website statistics service. • The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. The product is made for people like you so you can make informed marketing decisions. marketers = you
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- 6. Why it’s important •Websites are one of the most trackable marketing tools available to small businesses. • Analytics help you gauge effectiveness of marketing efforts outside your website. • Data provided assists with optimizing content. • Results allow you to make informed decisions about content and site design.
- 7. Lay of theland • Login at www.google.com/analytics • Choose your site profile or search for it • Welcome to the dashboard!
- 8. Lay of theland: Dashboard
- 9. Links to allof the standard reports available about your website. An overview of these reports is emailed to you in your monthly website traffic report.
- 10. Default date rangesettings are for one calendar month.
- 11. The date rangecan be changed at any time to review more specific timeframes.
- 12. Plotted timeline ofmetrics measured in reports. Report output displays below the timeline it varies from report to report.
- 13. • Visitors/Visits The numberof visits to your site during a given time period. • Unique Visitors Count of unique visitors (based on cookie data) in a given period of time. Each browser gets a cookie once a visitor has gone to your site. These visitors may have been to your site before the determined timeframe. Not necessarily new visitors to the site, just unique to the requested timeframe. • Pageviews The number of pages these visitors viewed. • Pages/Visit The average visit in terms of page views. Visitor metrics Visit Metrics
- 14. • Bounce Rate Thepercentage of people who only visited one page on your site before they “bounced” somewhere else. • Avg. Visit Duration The average amount of time a visitor spends at your site. • % New Visits The percentage of new visitors to your site as compared to all visitors. Visitor metrics Visit Metrics (Cont.)
- 15. Getting Started: Goals Whyjust measure when you can measure with purpose?
- 16. Goal Guidelines • Set____________ goals • Focus on building _____ for website visitors • ________ your website into the _________ of your business
- 17. Goal Guidelines • Set____________ goals • Focus on building _____ for website visitors • ________ your website into the _________ of your business viewer-centric value processesIntegrate
- 18. APPLICATION Our site goals •Build credibility and share our qualifications by showing off our awesome work in our portfolio • Highlight our company culture and values in an in-your-face way to detour businesses who don’t share our values
- 19. APPLICATION Our site goals •Provide useful resources and news for clients, prospects and anyone interested in web design and digital marketing • Generate and qualify leads submitted through the site to ensure they’re a fit for our business
- 20. Measuring Goals Why doesGoogle love engagement?
- 21. APPLICATION • _______ pageviews • ______ visit duration • _____ bounce rate • _______ pages per visit • _____ return visitors = Good visitor engagement Measuring for Engagement
- 22. APPLICATION Increase Longer Lower Increase More • _______ pageviews • ______ visit duration • _____ bounce rate • _______ pages per visit • _____ return visitors = Good visitor engagement Measuring for Engagement
- 23. APPLICATION Our site goals •Build credibility and share our qualifications by showing off our awesome work in our portfolio • Highlight our company culture and values in an in-your-face way to detour businesses who don’t share our values Visits to the meet the team, about us, smile behind the sass and contact page Visits and visit duration on portfolio pages, clicks through to contact page
- 24. APPLICATION Our site goals •Provide useful resources and news for clients, prospects and anyone interested in web design and digital marketing • Generate and qualify leads submitted through the site to ensure they’re a fit for our business Visits and visit duration on blog posts, return visitors, pages per visit Form submissions converted to closed business, new visitors
- 25. APPLICATION We can judgethe progress towards our goals by doing a date comparison of metrics.
- 26. Traffic Sources How arevisitors finding your website?
- 27. • ___________ foundyour site by typing in your domain name or bookmarking pages to visit your site directly • ___________ found you by searching using a search engine such as Google • ____________ found you by clicking on a link to your site from another site Traffic Sources
- 28. • ___________ foundyour site by typing in your domain name or bookmarking pages to visit your site directly • ___________ found you by searching using a search engine such as Google • ____________ found you by clicking on a link to your site from another site Traffic Sources Direct Traffic Search Traffic Referral Traffic
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- 35. APPLICATION Traffic Observations • Googletraffic is way up, which is good, we want our clients to be early adopters, Bing and Yahoo are not typically early adopters. So even though traffic is down from those sources we’re OK with that. • Facebook users are using mobile aps to interact with us. • We changed how we do Facebook and it’s more effective now. • We’ve been marketing more for Tranquility and it’s pushing traffic our way as well.
- 36. Search Terms Are visitorsfinding your site for what you do?
- 37. Search Terms • Whenyou are found by you _____________ it means the rest of your marketing is working • If you are not found by ___________ it means your ___________ needs improvement • If you are frequently found for things ___________ your ___________ needs improvement
- 38. Search Terms • Whenyou are found by you _____________ it means the rest of your marketing is working • If you are not found by ___________ it means your ___________ needs improvement • If you are frequently found for things ___________ your ___________ needs improvement business name what you do pagecontent page contentyou don’t do
- 39. APPLICATION Search Terms Are theyengaging in your website when arriving via search?
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- 42. APPLICATION Search Term Observations •Our blogging activities do bring in more traffic • Most blog traffic is to articles answering specific questions, need to make sure answers are up-to-date • People are finding us for what we do: web design BUT it’s declining from 143 in 2012 to 86 in 2013 • Traffic increase to the site is due to referrals and direct traffic
- 43. New vs Returning Frequency Engagement Areyour visitors engaged?
- 44. • New visitorsare _____ • Return visitors are ______ • Strive for ______ visitors visiting __________ with _________ visit duration New vs Returning Frequency Engagement
- 45. • New visitorsare _____ • Return visitors are ______ • Strive for ______ visitors visiting __________ with _________ visit duration New vs Returning Frequency Engagement good better more more often increased
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- 49. APPLICATION Engagement Observations • Thosethat are engaged are very engaged • Need to keep providing quality content to increase return visitors, possibly through automation • We may need to make the next step clearer for website visitors to ensure they can easily continue browsing
- 50. Page Views What informationinterests your visitors?
- 51. • Average timeon page tells us if the content was ________ • Pages with _____________ are optimizing well or linked to often • A high bounce rate usually means the content ______ what they thought it would be or _______________ is unclear • Exit rates should be highest on ____________ then generally the __________ Page Views
- 52. • Average timeon page tells us if the content was ________ • Pages with _____________ are optimizing well or linked to often • A high bounce rate usually means the content ______ what they thought it would be or _______________ is unclear • Exit rates should be highest on ____________ then generally the __________ Page Views engaging high entrances wasn’t conversion path contact page home page
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- 58. APPLICATION Page View Observations •Our blog posts generate traffic • Answers to commonly asked questions are the most popular • Adding drop down menus helped increase traffic to sub level pages • People like to read about other people • Pages with clear conversion paths have lower bounce and exit rates
- 59. Visitors Flow How dovisitors travel through your site?
- 60. Visitors Flow • Themost common third stop is your _____ page due to back clickers • Illustrates how visitors ____ through your site • The red indicator gives a good visual of ________ • Pay attention to how visitors arrive at your _______ page
- 61. Visitors Flow • Themost common third stop is your _____ page due to back clickers • Illustrates how visitors ____ through your site • The red indicator gives a good visual of ________ • Pay attention to how visitors arrive at your _______ page home flow exit rate contact
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- 63. APPLICATION Visitors Flow Observations •Need to write more blog posts about newsletters • Need a clearer conversion path to help visitors stay on the website and gather their information • People use our website to get our contact information if they’re a client or are ready to buy
- 64. Location Where are yourvisitors located?
- 65. Location • Visitors from_________________ may visit different information on your website • This data can be used to _________________ of ________ marketing campaigns • The data can also be used to locate _________________ areas
- 66. Location • Visitors from_________________ may visit different information on your website • This data can be used to _________________ of ________ marketing campaigns • The data can also be used to locate _________________ areas different locations gage effectiveness regional possible expansion
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- 71. APPLICATION Location Observations • Columbiaand Jefferson City visitors are interested in the same information • We need to do more to reach out to Jefferson City viewers to make sure we don’t loose the opportunity to grow within the community • Visitors from other states are more interested in blog posts, is there a way we can provide a service to them?
- 72. Technology How are visitorsviewing your website?
- 73. Technology • Early adopterstend to use ________ and _______ browsers, many local college students use ______ • If mobile viewers make up ________ of your audience _____________________ and consider creating a mobile site • In comparison to your ________ data: ______ bounce rate, _____ page views and _____ time on site from mobile users are good indicators you need a mobile optimized site
- 74. Technology • Early adopterstend to use ________ and _______ browsers, many local college students use ______ • If mobile viewers make up ________ of your audience _____________________ and consider creating a mobile site • In comparison to your ________ data: ______ bounce rate, _____ page views and _____ time on site from mobile users are good indicators you need a mobile optimized site Chrome Firefox Safari over 25% watch their data closely average high lowlow
- 75. APPLICATION Browser What program doviewers use to see your website?
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- 77. APPLICATION Mobile What device toviewers use to see your website?
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- 80. APPLICATION Technology Observations • Ourviewers are early adopters • We don’t have enough mobile traffic to need to have a mobile site yet • Mobile visitors exhibit relatively similar data as PC visitors a bit worse on a phone but the same if not better on a tablet
- 81. Overview Introduction • General visitormetrics • Where your visitors come from • How they find you • How they use your site Application Using this information to • Measure marketing efforts • Optimize performance • Make informed decisions about content and design • Define web analytics • Why it’s important • The lay of the land Gathering information