This document provides an introduction to using Google Analytics to measure website traffic and make data-driven decisions. It covers setting up a Google Analytics account, understanding basic metrics like visitors, traffic sources and content, and how to use the dashboard, reports, and goals to analyze key performance indicators over time. Resources for learning more about Google Analytics and digital marketing best practices are also provided.

1. Intro to Google Analytics Caitlin Kaluza Search Engine Marketing Manager Schipul – The Web Marketing Company @qcait | ckaluza@schipul.com

2. “You can’t manage what you don’t measure” Peter Drucker

3. Using Analytics to Make Decisions

4. Today We’ll Go Over Getting Started with Google Analytics Visitors Traffic Sources Content Updates and news Resources

5. Getting Started

6. Why Google Analytics? Free (requires a Google Account) Helps you measure Data from Google Access – can add user or admin access to other Google Users Easy reporting and exports

7. Set Up Requires a Google Account Add code on every page, in header

8. How Does it Work? Google tracks every time Javascript code is loaded Updates about once an hour

9. Using a CMS? Google Analytics for Wordpress Google Analytics for Drupal

10. Getting Started

11. Single Account

12. Single Account

13. Walkthrough Hands on Google Analytics

14. Dashboard

15. Look for Trends

16. Dashboard

17. Add Any Report to Dashboard Or schedule email

18. Visitors Tab Who are these people?

19. Map Overlay

20. Business Question: Which markets do we need to focus our online efforts on?

21. Visitor Trending by Day

22. Loyalty, Recency

23. Tech Specs – Browsers, Operating Systems, Service Providers, Mobile

24. Business Questions Do we need a mobile site? Most Schipul clients hover around 5-7% Android or iPhone app? Which is more popular for your audience

25. 28% of cell phones are smart phones Source: Nielsen November 2010 http://bit.ly/nielsenmobile

26. Traffic Sources Where is traffic coming from?

27. Traffic Sources Healthy Search Engines percent is around 60% -75% Will depend on your business

28. Traffic Sources

29. Business Question: Are our Social Media profiles on Twitter/ Facebook/ LinkedIn generating leads?

30. Keywords Be sure to exclude brand words to see “non-branded keywords”

33. Top Content

34. Top Landing Pages & Exit Pages

35. Is our Local Content resonating with Local Visitors?

36. Goals

38. Set up Goals in Account Settings

39. What Metrics are Most Important?

40. Metrics Visits Compare month over month and year over year if possible Be aware of seasonal trends Traffic Sources Keywords – both all and non-branded Visitors Average pages per visit Time on site Bounce rate

41. New stuff

42. March 17 – Google Analytics Beta Redesigned interface Multiple dashboards Event Goals More powerful custom reports

46. Resources

47. Resources TheSEMBlog.com Schipul.com/training – free web marketing training Google Analytics getting started guide - www.google.com/support/analytics/bin/topic.py?topic=19779

48. Questions? Caitlin Kaluza Search Engine Marketing Manager Schipul – The Web Marketing Company @qcait | ckaluza@schipul.com