How to Use Google Analytics With Your Hub for More Data-Driven Marketing

How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
How to Use Google Analytics with Your Hub for More
Data-Driven Marketing
Sam Brennand
Customer Success Lead

How to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinarHow to Use Google Analytics with Your Hub @uberflip @sambrennand#uberwebinar
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WHAT THE HECK IS
GOOGLE ANALYTICS?

The world’s favorite analytics tool, used by
30,000,000 websites. Duh!

HOW TO CONNECT YOUR HUB TO
GOOGLE ANALYTICS

CONNECTING GOOGLE ANALYTICS
1 2 3

HOW TO GO FURTHER WITH YOUR
HUB & GOOGLE ANALYTICS
(1) Acquisition
(2) Filters
(3) Bounce Rates & Exit Pages
(4) Benchmarking
(5) Events & Goal Conversions
(6) Webmaster Tools

(1) ACQUISITION
Understanding the how
• Uberflip and Marketing Automation have
your ‘5Ws’ covered…but what about ‘H’?
• Understand how visitors are making their
way to your Hub (a.k.a. what’s working)
• Dig deeper
• Organic Search
• Referrals
• Direct
• Social
• Paid Search
• Email

(1) ACQUISITION
Understanding the how
• Uberflip and Marketing Automation have
your ‘5Ws’ covered…but what about ‘H’?
• Understand how visitors are making their
way to your Hub (a.k.a. what’s working)
• Dig deeper
• Organic Search
• Referrals
• Direct
• Social
• Paid Search
• Email
Top Channels
Jul 1, 2015 – Jul 29, 2015
Organic Search
(Other)
Referral
Direct
Paid Search
Social
Email

(1) ACQUISITION
Using UTM parameters
• UTM stands for “Urchin Tracking Monitor”
• By adding UTM parameters to the URLs
you distribute, it’s easy to understand
how users end up on your Hub and to
track the ROI of specific channels,
mediums, and campaigns
• For example…

https://hub.uberflip.com/h/i/12345678-blog-
post?utm_source=Twitter&utm_medium=socialmedia&utm_campaign=July2015&ut
m_content=Variant1
For example…
The following acquisition/attribution information will flow into Google Analytics:
Source: Twitter
Medium: Social Media
Campaign: July2015
Content: Ad Variant 1

(1) ACQUISITION
 Acquisition reporting can help you answer the ‘How?’
 Google Analytics Channel reports will help you understand
where your audience is coming from
 Digging deeper will help you understand your best channels
 Using UTM parameters on every distributed URL can help you
nail your attribution
Takeaways
Step-by-Step Instructions:

(2) CREATE FILTERS
Find exactly what you’re after
• Limit traffic to just the specific acquisition
Channels you care about
• Exclude specific IP addresses or domains
from your reporting (i.e. your company’s)
• Analyze traffic to a specific (or a specific
group) of Hub(s) or Flipbook(s)

1 2 3

(2) CREATE FILTERS
 Limiting traffic through Filters can help you filter out
the noise and focus on what matters
 Filters can help with segmentation
 Make things a little bit easier
Takeaways

(3) BOUNCES & EXITS
Are your visitors finding what
• Bounce Rate – “The percentage of single-
page sessions (i.e. in which a person left
your site without interacting with the
page)
• Exit Pages – Pages that are causing your
visitors to jump ship
they’re looking for?

(3) BOUNCES & EXITS
 Aim for zero!
 Identify the Items and Streams inside your Hub with high
bounce rates and try to understand the root cause
 Take the time to understand why your Exit Pages are pushing
visitors away from your Hub
 Optimize, optimize, optimize
Takeaways

(4) BENCHMARKS
How do you stack up?
• 90% of content marketers aren’t sure
how to measure the success of their
content marketing efforts. One way?
Benchmarks!
• Compare yourself to others in your
industry, country/region, and daily
sessionsize

1 2

(4) BENCHMARKS
 Benchmarks can help you understand the performance of
your content marketing program relative to others in your
space
 Ensure you are benchmarking across multiple dimensions, such
as sessions, % of new sessions, average session duration, and
pages per session
Takeaways

(5) EVENTS & GOALS
Use Events to understand the
• Eyeballs just aren’t enough anymore
• Setting Goals in Google Analytics can help
• Fire Events into Google Analytics for any
keyactivities you wish to analyze and set
Goals to track and measure your
performance
effectiveness of your Form CTAs

4 5

(5) EVENTS & GOALS
 Event Tracking will allow you to fire Events into Google
Analytics for key activities (like Form CTA submissions) while
Goal Conversions can help you understand your performance
 Use Events & Goals to track your effectiveness at enticing
your visitors to take some type of next step
 Use Events & Goals to gain a better understanding of ROI
Takeaways

(6) WEBMASTER TOOLS
The tool of the future
• Webmaster Tools lets you see your Hub
from Google’s perspective
• Integrating your Google Analytics account
with Webmaster Tools gives you 360°
insight into all things Google
• Crawl Errors
• Keyword Insights and
Search Query Info
• Sitemaps
• URL Removals
• Index Requests

Source –
http://bit.ly/1kSlSus

(6) WEBMASTER TOOLS
 Connect Google Analytics with Webmaster Tools ASAP
 Understand where you can make improvements to your Hub
Item’s titles and meta descriptions
 Understand how specific keywords are driving traffic to key
pages inside your Hub
 Submit sitemaps to ensure Google sees your entire Hub
Takeaways

ADWORDS CONVERSIONS
• If you’re driving paid traffic to your Hub
through Google AdWords, ensuring you
have AdWords and Google Analytics
integrated is key
• “Linking AdWords and Google Analytics
gives you access to the entire picture of
customer behavior, from ad click or
impression through your site to conversion.”
BONUS!
Measure your PPC campaigns

Source –
1 2

Source –
3 4

Source –
http://bit.ly/1I9eFfI
5

ADWORDS CONVERSIONS
 Integrating AdWords with Google Analytics will give you
insight into how paid traffic is engaging on your Hub
 Use the information you gain from Google Analytics to make
smarter marketing decisions in AdWords
 More traffic to your Hub is always a good thing 
Takeaways
BONUS!

Things to Think About
Who’s at the Google Analytics reigns at your company?
Do you have Webmaster Tools and AdWords integrated?
How can you use insights from Google Analytics as part of your
overall content strategy?

THANK YOU!
QUESTIONS?
@uberflip @sambrennand info@uberflip.com hub.uberflip.com

How to Use Google Analytics With Your Hub for More Data-Driven Marketing

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