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How to Optimize Your Website Analytics Using Google Tools
- 1. HOW SHOULD I BE USING ANALYTICS? EAGAN HEATH
- 3. WHY USE WEBSITE ANALYTICS? TO MAKE SURE THE WEBSITE IS DOING ITS JOB AND TO MAKE IT DO A BETTER JOB
- 4. WHY USE WEBSITE ANALYTICS? TO BRING THEM BACK INTO YOUR FUNNEL TO KNOW WHERE PEOPLE FALL OUT OF YOUR FUNNEL http://dugrp0jfcvjuv.cloudfront.net/wp- content/uploads/2014/06/marketing-at-the-top-of-the- funnel.png http://www.aspe-roi.com/blog/advertising-2/
- 5. THE PROCESS Measure Improve Measure
- 6. GOOGLE SEARCH CONSOLE & SEO How often does your link appear & earn clicks in search results? 1
- 7. SEARCH ENGINE OPTIMIZATION (SEO) https://moz.com/blog/google- organic-click-through-rates-in- 2014
- 8. GOOGLE SEARCH CONSOLE ▰https://www.google.com/webmasters/to ols/ ▰Free ▰Requires verification of site ownership ▰Shows you a sample of queries people searched to find your site
- 9. GOOGLE SEARCH CONSOLE ▰Impressions: # of times a link to your website appeared ▰Position: average spot on a Google result page ▰Clicks: # of times people clicked to your website ▰CTR: Click Through Rate % = Clicks / Impressions
- 10. LAW FIRM GOOGLE SEARCH QUERIES
- 11. CLEANING COMPANY LANDING PAGES
- 12. TITLE & DESCRIPTION: BAD EXAMPLE
- 13. TITLE & DESCRIPTION: BETTER EXAMPLE
- 14. TITLE & DESCRIPTION: HOW TO CHANGE
- 17. SPLENDID BEAST PET PAINTINGS
- 18. SPLENDID BEAST PET PAINTINGS
- 19. GOOGLE SEARCH CONSOLE & SEO RECAP ▰Searches Per Month ▰Impressions ▰Clicks ▰CTR ▰Position
- 20. FREE TOOLS ▰Google Search Console ▰Keywords Everywhere ▰Yoast SEO Plugin
- 21. GOOGLE ANALYTICS Out of the Box 2
- 22. GOOGLE ANALYTICS ▰https://analytics.google.com/ ▰Free ▰Requires adding snippet of code to your site
- 23. GOOGLE ANALYTICS ▰Sessions – # of visits ▰Users – # of visitors ▰Avg. Session Duration –time spent on the website ▰Bounce Rate – visits ended after 1 page and no action ▰Goals – desired visitor actions you’re tracking (require set up)
- 24. GOOGLE ANALYTICS AUDIENCE > OVERVIEW
- 25. GOOGLE ANALYTICS AUDIENCE > DEMOGRAPHICS
- 26. GOOGLE ANALYTICS AUDIENCE > MOBILE
- 27. GOOGLE MOBILE FRIENDLY TEST
- 33. GTmetrix
- 35. MICRO Actions prospects take on the way to the ultimate action you want them to take. ▰ Watch Videos ▰ View Products ▰ Read Blog Posts CONVERSIONS MACRO The ultimate actions you want your prospects to take. ▰ Purchase Online ▰ Submit Contact Form ▰ Click to Call or Email
- 36. GOOGLE ANALYTICS GOALS (BASIC) ▰Destination: Reached a certain page (or kind of page) ▰Duration: Stayed on the site for x minutes ▰Pages Per Session: # of pages viewed in a visit ADMIN > GOALS
- 37. GOOGLE ANALYTICS GOALS ▰Destination goals for e-commerce ▻/cart ▻/checkout/address ▻/checkout/billing ▻/checkout/order-complete
- 38. WHY USE WEBSITE ANALYTICS? Know where people fall out Make the website better Bring people back
- 39. FIND THE LEAKS Know where people fall out CONVERSIONS > GOALS > FUNNEL VISUALIZATION
- 40. IMPROVE CONVERSION RATE (CRO) Make the website better ▰Clear Call to Action Buttons on Every Page ▰Auto-advance the page URL ( cart) ▰Testimonials ▰Guarantees ▰Test the Checkout Steps (Multipage with progress bar)
- 41. RE-MARKET TO TARGET AUDIENCES Bring people back ▰Visited but didn’t complete purchase ▰Made it to cart but didn’t complete purchase ▰Viewed 4 pages ▰Returned to site ▰Spent 5 minutes on site ▰Watched a video ADMIN> AUDIENCE DEFINITIONS
- 42. RE-MARKET TO TARGET AUDIENCES Bring people back Google Display Ads
- 43. RE-MARKET TO TARGET AUDIENCES Bring people back Remarketing Lists for Search Ads (RLSA)
- 44. RE-MARKET TO TARGET AUDIENCES Bring people back YouTube Videos
- 45. GOOGLE ANALYTICS GOALS (ADVANCED) ▰Events: actions taken on the site ▻Button Clicked ▻Form Submitted ▻Video % Watched ▻Page Scroll % Depth ADMIN > GOALS
- 46. GOOGLE ANALYTICS GOALS (ADVANCED) ADMIN > GOALS ▰Category ▰Action ▰Label ▰Value
- 47. GOOGLE ANALYTICS GOALS (ADVANCED) IN YOUR WEBSITE CODE ▰ga('send', 'event', 'Videos', 'play', 'Fall Campaign'); ▰Category: Videos ▰Action: play ▰Label: Fall Campaign ▰Value: N/A
- 48. GOOGLE TAG MANAGER Tracking Code without Coding (Or even website admin access!) 4
- 50. SEND TRACKING DATA TO ALL TOOLS Google Tag Manager Faceboo k Pixel Google AdWord s Google Analytic s
- 51. GOOGLE TAG MANAGER ▰https://tagmanager.google.com/ ▰Free (!!) ▰Requires adding snippet of code to your site
- 52. GOOGLE TAG MANAGER VARIABLES ▰Variables: information the browser can pass to Tag Manager
- 53. GOOGLE TAG MANAGER TRIGGERS ▰Triggers: visitor actions that cause tracking code to fire ▻Click to Email ▻Click to Call ▻Click to Navigate ▻Contact Form Submission ▻Page Scroll % or Video Watch % (advanced)
- 54. GOOGLE TAG MANAGER TAGS ▰Tags: snippets of code that fire when triggered and send visitor action data to: ▻Google Analytics ▻Facebook Pixel ▻Google AdWords
- 55. GOOGLE TAG MANAGER EXAMPLE ▰Click to Call ▻Ensure the HTML on the page is set up for this ▻Use this link for directions
- 56. GOOGLE TAG MANAGER EXAMPLE ▰Click to Call ▻Trigger
- 57. GOOGLE TAG MANAGER EXAMPLE ▰Click to Call ▻Tag (GA Event): ▻Category ▻Action ▻Label
- 58. WHY DO WE CARE? ▰See what’s working! ACQUISITION > OVERVIEW
- 59. HOW DO WE DRILL DOWN? ▰Campaign URL Builder ▻Specific Email Newsletter Campaigns ▻Specific Facebook Ads ▻Specific Google Ads
- 60. HOW DO WE DRILL DOWN?
- 61. HOW DO WE DRILL DOWN? ▰Campaign URL Builder ▻https://www.splendidbeast.com/?utm_source=newsl etter&utm_medium=email&utm_campaign=Fall_Sale &utm_content=Dogs ▻https://goo.gl/cV4nAh
- 62. HOW DO WE DRILL DOWN? ▰Campaign URL Builder ▻https://www.splendidbeast.com/?utm_source=newsl etter&utm_medium=email&utm_campaign=Fall_Sale &utm_content=Dogs ▻https://goo.gl/cV4nAh
- 63. HOW DO WE DRILL DOWN? ACQUISITION > CAMPAIGNS
- 64. FREE TOOLS ▰Google Analytics ▰Google Tag Manager ▰Google Tag Assistant ▰Campaign URL Builder
- 65. FREE RESOURCES ▰Google Analytics Academy ▰Measureschool YouTube Channel
- 66. THE FACEBOOK PIXEL & FACEBOOK ADS 5
- 67. SOME QUICK BASICS ▰Personal Page ▰Business Page ▰Business Manager Account ▻business.facebook.com ▻This video shows you how to set this up
- 68. 2 – 6.5 % Average Organic Reach https://blog.hubspot.com/marketing/facebook-declining-organic-reach
- 69. Facebook is pay to play You need to pay at least small sums to get in front of people
- 70. A LOOK AT THE FACEBOOK PIXEL ▰Code that runs in the background (just like GA, GTM) ▰User-based, instead of session-based ▰Not just for web traffic from Facebook!
- 71. A LOOK AT THE FACEBOOK PIXEL GOOGLE TAG MANAGER
- 72. FACEBOOK PIXEL EVENTS BUSINESS MANAGER > PIXELS
- 74. FACEBOOK PIXEL EVENTS BUSINESS MANAGER > PIXELS
- 75. AUDIENCES
- 82. GOOGLE DATA STUDIO Everything in One Place 6
- 83. GOOGLE DATA STUDIO ▰FREE! ▰Relatively easy drag & drop data visualization
- 84. GOOGLE DATA STUDIO ▰Automatically updates from some major sources: ▻ Google Analytics ▻ Google AdWords ▻ Google Search Console
- 85. GOOGLE DATA STUDIO ▰Can pull from exports in Google Sheets: ▻ Facebook Ads ▻ Facebook Page Engagement ▻ Bing Ads ▻ Google My Business