This document provides an introduction to Google Analytics. It begins with an overview of the presenter's background and experience in online marketing and search engine optimization. It then discusses key concepts in web analytics including traffic sources, popular content, visitor demographics and goal conversions. The remainder of the document focuses on setting up a Google Analytics account properly and reviewing important reports like audience overview, traffic sources and goal conversions to derive meaningful insights and take action.

1. Introduction to Google Analytics

2. • Started Internet Career in 1994
• The Journal News
• Online Marketing Director, 1996 – 2000
Search Smart Marketing
www.isearchsmart.com
400 Columbus Avenue
Valhalla, NY 10595
914.432.3083
243 Tresser Blvd.
Stamford, CT 06901
914.883.1506
• Online Marketing Director, 1996 – 2000
• Launched first web sites
• Wahlstrom Group, 2000 - 2006
• IPG Company
▫ VP, Managing Director Interactive Media
• Search Smart Marketing
• Launched 2006
• Adjunct Professor, Fordham University

3. Audience Share by EngineGoogle Share: Approximately 67%
Search Engines Audience Share
Google
Yahoo
MSN
AOL
Ask

4. A strategic, integrated approach to marketing via Search sites.
1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search
Algorithmic, crawler-based search approach
Website Content, Architecture, Coding, Links, Web “footprint”,
1. Pay-per-Click (PPC) – Paid Search
Keyword position control, result-oriented
Search Engine Marketing Overview
Bid for Position, Pay-per-Click
Syndication Networks – Google, Bing
Brand Protection, Message/Position Control
2. Local /Social Search
Local Profiles – ex. Google+
Directory Citations
Review Management
Intersection with Social Media

5. The Evolution of Search Engines

6. SEO Building Blocks

7. PPC: Google AdWords

8. Other PPC Options

9. Local Search

10. Mobilegeddon!!!
Google Mobile Algorithm Update
Rolled out April 21, 2015
Objective: Improve mobile search experience
Mobile-friendly sites are given greater
consideration
Goal is still to provide best search resultsGoal is still to provide best search results
Google Mobile-Friendly Test
www.google.com/webmasters/tools/mobi
le-friendly
MD Building Services is not mobile-friendly

11. Google Analytics: Courses

13. What Is Analytics?
• Definition
▫ Analytics is the discovery and communication of
meaningful patterns in data
▫ Web analytics is the measurement, collection,▫ Web analytics is the measurement, collection,
analysis and reporting of internet data for
purposes of understanding and optimizing web
marketing
▫ Why is it FREE?
Source: Wikipedia

14. ACTIONS
VISITORS
VISITS
PAGE VIEWS

15. Types of Analytics
• Onsite
▫ Visitors
▫ # of Pages Viewed
▫ Time on Site
▫ Popular Content▫ Popular Content
▫ Common Exit Pages
▫ Actions Completed
• Offsite
▫ Potential customer pool (search opportunity)
▫ Share of Voice (visibility)
▫ Commentary (reviews, social engagement)

16. Google Analytics 101
• Terminology
• Proper Set-up
• Top 5 Reports
• Turning Findings into Actions

17. Google Analytics Tag

18. Google Analytics 101

19. Google Analytics Dashboard

20. Analytics Lingo
• Tracking Code
▫ 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 infodirect 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

21. Google Analytics Setup
• Free account
▫ www.google.com/analytics
• Link to AdWords
▫ Adwords.Google.com
• Search Console (formerly Webmaster)
▫ https://console.developers.google.com/
• Define Goals and Conversion Funnels

22. Analytics Tracking – Tag Everything!
• What
▫ Pay-Per-Click (CPC)
▫ Email
▫ Social Buttons, Posts
▫ Display
• How
▫ AdWords Auto-Tagging
▫ Tracking URL Builder
SEARCH: Google Analytics Tracking URL Builder
http://support.google.com/analytics/answer/1033867?hl=en

23. Reviewing Your Data – Report #1

24. Report #1 – Audience Overview
• Derive Meaning
▫ Compare Month1 vs. Month2
▫ Have visits increased? Decreased? Remained flat?
▫ Major shifts in bounce rate or new visitors?▫ Major shifts in bounce rate or new visitors?
• Take Action
▫ Are you aware of any recent changes in:
Marketing activities
PR coverage
Offline events
▫ Move onto Traffic Sources to determine cause of
increase or decrease in visits

25. Reviewing Your Data – Report #2

26. Report #2 – Traffic Sources
• What sites are delivering visitors to your website?
• Traffic Source Types
▫ Direct to Site
▫ Organic Search▫ Organic Search
▫ Paid Search
▫ Referral
• Referral sources include Social Media, PR & Blogs

27. Reviewing Your Data – Report #3

28. Report #3 – Popular Site Content
• Derive Meaning
▫ What pages of your site are visitors drawn to?
▫ What pages do people visit, then immediately leave
your site?
• Take Action• Take Action
▫ Popular Content
Create more content of a similar nature
Send relevant paid search traffic here
▫ High Bounce Rate
Revise the text on the page
Misleading keywords?
Try a new layout

29. Reviewing Your Data – Report #4

30. Reviewing Your Data – Report #4

31. Report #4 – Visitor Information
• Derive Meaning
▫ Where are most of your visitors located?
▫ Do they fall within your area of service?
• Take Action
▫ Increase advertising or sales activity in low volume/high
response areas
▫ Increase advertising or sales activity in low volume/high
response areas
▫ Review paid search targeting settings if traffic is coming
from outside of your service area
▫ Remove any geographic references to areas you do not
serve that are mentioned on the website
▫ Use insights for other marketing activity; advertise in local
newspaper or other medium?

32. Reviewing Your Data – Report #5

33. Report #5 – Goal Conversions
• Online Purchase
▫ ecommerce
transaction
• Micro-Conversion
• Downloads
▫ White Paper
▫ Brochure
• Micro-Conversion
▫ Visits to Contact Us
• Contact Actions
▫ Form Submission
▫ Newsletter Sign-up
• Site Engagement
▫ Pages per visits
▫ Time on site
• Social Engagement
▫ Blog comment

34. Reviewing Your Data – Report #5

35. Report #5 – Goal Conversions
• Derive Meaning
▫ What action(s) do you want people to take?
▫ Define GA Goal for that page URL
• Take Action• Take Action
▫ Are your marketing efforts generating the desired
action(s)?
▫ Which efforts are performing best?
▫ Do under-performing campaigns have a clear call
to action?

36. Key Takeaways
• Proper Setup Ensures Maximum Data Collection
• Don’t Get Lost in the Details > Focus on Actionable
Information
• Recommended Reports
▫ Audience Overview
▫ Traffic Sources
▫ Popular Site Content
▫ Visitor Information – Geographic Location
▫ Goals/Conversion Performance

38. Mobile, Mobile, Mobile, Mobile

39. Goal Conversion Funnels

40. Audience>Users Flow

41. Google Moves to Secure Search
SSL (Secure Sockets Layer) is the standard security technology
for establishing an encrypted link between a web server and a
browser. This link ensures that all data passed between the web
server and browsers remain private and integral.

42. ‘Not Provided’ Organic Search Data

43. Other Tools: Search Console

44. Other Tools: Search Console

45. Other Tools: Search Console

46. Other Tools: Search Console

47. Other Tools: Search Console

48. Other Tools: Phone Call Tracking

49. One Final Tool