Google analytics workshop - Brookfield Residential
•Download as PPT, PDF•
0 likes•184 views
The document outlines an analytics workshop discussing how to use Google Analytics to track website traffic and conversions. It provides tips for using analytics to answer questions about effective marketing channels, traffic sources, user paths to conversion, and how to set up tracking. The workshop emphasizes using analytics for analysis rather than just reporting, including asking questions to find answers and measuring the results of actions. It also discusses cultivating analytics excellence and brainstorming different metrics and measures that could be tracked.
Recommended
Recommended
More Related Content
What's hot
What's hot (11)
Similar to Google analytics workshop - Brookfield Residential
Similar to Google analytics workshop - Brookfield Residential (20)
Recently uploaded
Recently uploaded (20)
Google analytics workshop - Brookfield Residential
- 1. Google Analytics Workshop Brookfield Residential 02/21/171
- 4. 02/21/174
- 5. 02/21/175 Everyone responsible for analytics!
- 7. 1) Have an idea? Make it better Vet possible actions What might be done What to do next 02/21/177
- 8. 2) What we’ve done If it worked or not Prove a hypothesis If action taken…did its job? 02/21/178
- 9. Easy ways to make metrics work for you Tracking pages over particular time period Analyzing your audience Most effective marketing channels 02/21/179
- 11. 02/21/1711 Reporting is looking at numbers Analytics is RESPONDING to them
- 13. 02/21/1713
- 14. 02/21/1714
- 15. 02/21/1715
- 17. 02/21/1717
- 18. 02/21/1718
- 19. Analysis is: Ask a question: look for an answer Take an action: measure the results 02/21/1719
- 24. 02/21/1724
- 26. 02/21/1726
- 27. 02/21/1727
- 29. 02/21/1729 Path users took to convert
- 33. UTM • Three key questions UTM tracking can answer • Where is the traffic coming from? • How is it getting to me? • Why is it coming to me? • Telling the story of how your users are reaching our website • Where is the traffic coming from? • Radio • How is it getting to me? • Radio CTA • Why is it coming to me? • People interested in a specific community/home. 02/21/1733
- 35. Can you find? •1) Which marketing channel is most effective at generating traffic and converting for 2017? •2) Compare this week’s traffic numbers to the exact same time period from last year. •3) Does new or returning visitors provide more leads? •4) Which marketing channel is more effective in getting users to stay on the web site? •5) Which social channel is most effective in driving traffic and conversion to the website? •6) Which device model converts the most web traffic? •7) For week of Jan. 23 – 29, which web pages did users leave from the most? •8) Which marketing channel combination was the most successful? •9) Using just visitors who are from Calgary, which pages led to the most conversions? 02/21/1735
- 37. Additional Google Analytics training •Lynda.com •Google Analytics Individual Qualifications 02/21/1737
Editor's Notes
- Looking at ideas from the brainstorm, I want you to think a little further on this before our individual training sessions begin. This training will be hands on so we are going to take your idea from the brainstorm and set up a report. With this report, we will do a check-in by June 6 and on June 14 you will bring your findings to editorial for presentation.
- There are some easy and quick ways we can implement metrics into the daily work we are already doing to optimize how we are communicating to our audience. Obviously tracking your stakeholder’s pages over a period of time is a first step. This will allow you to see things such as pageviews and unique pageviews, bounce rate (which is a percentage of singe-page sessions where a person left the site without interacting with other pages) and time spent on page. If the content is showing a trend of low page views and a high bounce rate, it may be time to optimize what is there. For Example Global Mobility: https://agroutes.agrium.com/compensation-benefits/global-mobility Another quick way to make analytics work for you is by taking a look at the search queries, as this will give you an idea of what people are looking for and how they are searching for it. For example: jobs (bring up Analytics queries page) Google Analytics also provides us some insights on where our audience is coming from both in terms of source and medium, but can also provide some clarity around their location. For example, Investor Relations wanted to see a high level look at the city location of where their landing page traffic was coming from during the quarter, providing them a better idea of which potential shareholders were visiting. **Take with a grain of salt, internally keep in mind even here in the Calgary office, our IP addresses show as Denver** Last but not least UTM Tracking.
- UTM tracking is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name. This enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you.
- Everyone take 2 minutes to jot down something they could be tracking right now from their portfolio right now.
- Looking at ideas from the brainstorm, I want you to think a little further on this before our individual training sessions begin. This training will be hands on so we are going to take your idea from the brainstorm and set up a report. With this report, we will do a check-in by June 6 and on June 14 you will bring your findings to editorial for presentation.
- Looking at ideas from the brainstorm, I want you to think a little further on this before our individual training sessions begin. This training will be hands on so we are going to take your idea from the brainstorm and set up a report. With this report, we will do a check-in by June 6 and on June 14 you will bring your findings to editorial for presentation.