Understand how successful your social media online marketing and web strategies work for you by learning how to measure your online success. We'll delve deep into Google Analytics and review some social media measuring platforms too.

2. Google Analytics

4. Google Analytics
• Google’s statistics package
• Tracks and records all data
• Data is held anonymously
• Are the changes working?

6. Google Analytics
1. Who are your visitors?
2. How did they find your site?
3. What did they do when they
were on your site?

7. 1. Who are your visitors?
• Profile your visitors (demographics)
1. Visitor Numbers
2. Location
3. Type of connection
4.Type of browser
• Visitors section

8. 1. Visitor numbers

9. 2. Location

10. Good for using local search terms
Good for offline advertising

11. 3. Type of
connection
4. Type of browser

12. What’s a bounce rate?
• Bounce Rate is % of single page visits
• measure of visit quality
• high Bounce Rate generally
indicates that site entrance (landing)
pages aren’t relevant to your visitors
• Don’t compare to others – compare
to yourself over time

13. Bounce rate..

14. • Find out more about your users:
– Are they different from your offline
customers?
– Tailor your advertising - think about
local search terms and local
Adwords settings

15. Google Analytics
1. Who are your visitors?
2. How did they find your site?
3.What did they do when they
were on your site?

16. Traffic Sources
How do they find
your site?

17. 3 types of traffic

18. • Direct – www.yourname.co.uk
– People that know you
– Print marketing campaign (press/leaflet)
• Referral
– From other sites (back links)
– Email marketing campaign
– webmail
• Search
– Some people ALWAYS search
– Major search engines – Google, Bing,
Yahoo, AOL

20. Referral sites
Links from websites
webmail

21. Key word phrases
brand
Non brand

22. Search on keywords

23. Check the bounce rate

25. Google Analytics
1. Who are your visitors?
2. How did they find your site?
3.What did they do when they
were on your site?

26. What did they do when they were
on your site?
• What page do they land
on?
• How long do they stay
on your site?
• What routes do they use?

27. Top Landing pages
What page do they arrive on?

28. How long are they there?

30. What routes do they use?
• navigation summary – In
page analytics (beta)

36. How users convert?

37. Goal setting
• Goal setting
– Singles out certain pages to be goals
– Analytics can then provide special
information
• can only be a page (not buttons)
– Thank you for registering /thankyou.php
– Availability confirmation page
– Contact us page
– Download completed page
Traffic sources>Goals

40. Change to exact
match

45. Reports

46. Key Performance Indicators
• Spot trends/ baseline data
– Number of visitors/new visitors
– Bounce rate
– Ave time on site
– Traffic sources
– Most popular landing page
– Outcomes – enquiries, purchases

47. • What’s your KPIs?
• Number of new visitors –
increasing
• Bounce rate – 20% - 50%
• Ave time on site 1mins – 2:50mins
• Increase in Search Engine % 30 –
45%
• Increase in number of pages
visited 4- 6 pages

48. Search Engine
• Are my key phrases working?
• Are they taking people to the right
page on the site?
• What do they do after they land?
• Are those key phrases helping me to
earn money
• Back links – are they working

50. nnotate

55. Spotting trends

56. 1 day to 1 year

58. Benchmarking – anonymous data

60. Which keywords point to which pages?
Important for SEO

61. Also filter for top visits
Select landing page too

62. Visualization

63. What else?
• How landing page optimization
affects visitor behavior
• How engagement metrics relate to
your conversion rate
• How your visitor profile changes over
time

64. Questions?

65. What else?

66. • Analyse your AdWords

67. How to start with Analytics
• Sign up – through Google Account
• Copy given code into each page of
your site
• SitesPlus – copy into the Analytics box.