This document summarizes an intermediate Google Analytics training session which covered key metrics like bounce rate and traffic sources, how to set up email notifications, goals and funnels, advanced filters, and campaign monitoring. It provides examples of setting up campaign tracking codes to differentiate the performance of different marketing campaigns and buttons on a website. The trainer recommends focusing analytics reporting on key metrics like visits, traffic sources, conversions and goals.

1. Intermediate Google Analytics Caitlin Kaluza Search Engine Marketing Manager Schipul @qcait | Slideshare.net/qcait

2. Quick Recap http://slideshare.net/qcait/intro-to-google-analytics

3. Dashboard Definitions Bounce Rate = only visited one page (then “bounced”)<50% is a good bounce rate

4. Visitors Tab Average Schipul Client Mobile 5-7%

5. Traffic Sources Tab Healthy Search Engines Percent is 60% - 75%

6. Keywords & Content Look for “non branded keywords,” surprise keywords that are sticking, misspellings and laymen’s terms

7. What We Will Cover Email Notifications Goal Setting and Goal Funnels Creating Advanced Filters Monitoring Campaigns

8. Email Notifications

9. Email Notifications From any report, schedule email Weekly, monthly, quarterly Person who is emailed doesn’t need Analytics access

10. Example: YMCA Houston /katy /katy/staff /katy/hours Etc.

12. Can go back and make changes as needed

14. Create Custom Alerts Daily, weekly, monthly Intelligence tab

16. Goal Setting and Goal Funnels

17. Goal Set Up Goals are located in Settings Allowed 4 sets of 5 Three types: URL Destination Time on Site Pages/Visit Adds a tab to all reports

20. Funnel

21. Funnel Reporting

22. Goal Tab

23. Advanced Filters

24. Add Second Dimension

25. For more Complex Reports, Try the New Interface

28. Campaign Monitoring

29. Google URL Builder Add tracking code to any URL to notify Google Analytics what campaign it came from http://www.google.com/support/analytics/bin/answer.py?answer=55578

30. Enter the URL of the page Add the Source, Medium, and Name Term and Content are optional Click Submit URL will look like: http://houstonzoo.org/support/?utm_source=houstonzoo&utm_medium=template_top_banner&utm_campaign=Tiger_Donate_Link

31. Example Sources: google newsletter event Example Medium: cpc banner email link Example Name: may2011newsletter Annualconference2011 Come up with a system of how your Campaigns are labeled and keep it consistent Term can be used to define the keyword, content can be used to differentiate one ad verses another.

32. Example Scenario – Which Donate Button is Working? For this site we added different tracking code for the red donate button vs. the donate link in the header We set up each as a separate Campaign so we can view the success of one vs. the other.

33. Results From Google Analytics, under Traffic Sources > Campaigns, we can view all of the Campaigns: The Red Button gets 4x the visits

34. Which Reports should I be Worried About?

35. Metrics Visits Compare month over month and year over year if possible Be aware of seasonal trends Visitors Average pages per visit Time on site Bounce rate Traffic Sources Keywords – especially non-branded (exclude your name) Visits from Search Visits from Social Media, YouTube, etc. Conversions Online contact forms Newsletter Sign Ups Is your phone ringing?

36. Questions? Caitlin Kaluza Search Engine Marketing Manager Schipul @qcait | slideshare.net/qcait