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Google Analytics: Advanced Features & Settings
This document provides an overview of Google Analytics and how to use it to measure website traffic and marketing initiatives. It discusses setting up Google Analytics properly, understanding key terminology, and analyzing important reports to derive insights and take action. These reports include audience overview, traffic sources, popular content, visitor information, and goal conversions. It also covers more advanced features like conversion funnels, multi-channel attribution, mobile analytics, social media tracking, and real-time event monitoring. The overall message is that Google Analytics can provide actionable data to optimize marketing efforts if set up correctly and reports are interpreted properly.
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Google Analytics: Advanced Features & Settings
- 1. Google Analytics: Actionable Insights& Custom Reports Advanced Features & Settings By Kate Hamilton-Miller
- 2. Search Smart Marketing •Mission ▫ Deliver superior client service and results by effectively integrating strategy, project management, client service and technology. • Search Engine Optimization (SEO) • Paid Search Advertising • Local Search Optimization • Social Media Marketing • Review Monitoring & Management • Mobile Advertising & SEO • Video Optimization • Display/Banner Planning & Placement
- 3. Kate Hamilton-Miller • GraphicDesigner • Started Digital Marketing, 2004 • Joined Search Smart in 2008 • Certifications ▫ Google ▫ Bing ▫ Social Media • Memberships ▫ SEMPO ▫ National Association of Professional Women (NAPW) ▫ Women Centric
- 5. What Is Analytics? •Definition ▫ Analytics is the discovery and communication of meaningful patterns in data ▫ Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage Source: Wikipedia
- 6. Types of Analytics •Onsite ▫ ▫ ▫ ▫ ▫ ▫ Visitors # of Pages Viewed Time on Site Popular Content Common Exit Pages Actions Completed • Offsite ▫ Potential customer pool (search opportunity) ▫ Share of Voice (visibility) ▫ Commentary (reviews, social engagement)
- 7. Google Analytics 101 •Terminology • Proper Set-up • Top 5 Reports • Turning Findings into Actions
- 8. Analytics Lingo • TrackingCode ▫ JavaScript placed on each page of your site • Tracking URL ▫ Web Address of the page on your site you want to direct visitors to + relevant marketing info • Campaign ▫ Marketing initiative; Email Blast; Paid Search Ads
- 9. Google Analytics Setup •Free account ▫ www.google.com/analytics • Link to AdWords ▫ Adwords.Google.com • Webmaster Tools Integration USE THE SAME LOGIN ACROSS ALL GOOGLE PRODUCTS ▫ www.google.com/webmasters/tools • Define Goals and Conversion Funnels
- 10. Analytics Tracking –Tag Everything! • What ▫ ▫ ▫ ▫ Pay-Per-Click (CPC) Email Social Buttons, Posts Display • How ▫ AdWords Auto-Tagging ▫ Tracking URL Generator SEARCH: Google Analytics Tracking URL Builder http://support.google.com/analytics/answer/1033867?hl=en
- 11. AdWords Auto-Tagging • • • • Login toAdWords My Account > Preferences Edit, Check Destination URL Auto-Tagging Save Changes
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- 13. Reviewing Your Data– Report #1
- 14. Report #1 –Audience Overview • Derive Meaning ▫ Compare Month1 vs. Month2 ▫ Have visits increased? Decreased? Remained flat? ▫ Major shifts in bounce rate or new visitors? • Take Action ▫ Are you aware of any recent changes in: Marketing activities PR coverage Offline events ▫ Move onto Traffic Sources to determine cause of increase or decrease in visits
- 15. Report #2 –Traffic Sources • What sites are delivering visitors to your website? • Traffic Source Types ▫ ▫ ▫ ▫ Direct to Site Organic Search Paid Search Referral • Filter by Traffic Source type for consolidated data • Referral sources include Social Media, PR & Blogs
- 16. Reviewing Your Data– Report #2
- 17. Reviewing Your Data– Report #3
- 18. Report #3 –Popular Site Content • Derive Meaning ▫ What pages of your site are visitors drawn to? ▫ What pages do people visit, then immediately leave your site? • Take Action ▫ Popular Content Create more content of a similar nature Send relevant paid search traffic here ▫ High Bounce Rate Revise the text on the page Misleading keywords? Try a new layout
- 19. Reviewing Your Data– Report #4
- 20. Report #4 –Visitor Information • Derive Meaning ▫ Where are most of your visitors located? ▫ Do they fall within your area of service? • Take Action ▫ Increase advertising or sales activity in low volume/high response areas ▫ Review paid search targeting settings if traffic is coming from outside of your service area ▫ Remove any geographic references to areas you do not serve that are mentioned on the website
- 21. Report #5 –Goal Conversions • Online Purchase ▫ ecommerce transaction • Micro-Conversion ▫ Visits to Contact Us • Downloads ▫ White Paper ▫ Brochure • Site Engagement ▫ Pages per visits ▫ Time on site • Contact Actions ▫ Form Submission ▫ Newsletter Sign-up • Social Engagement ▫ Blog comment
- 22. Reviewing Your Data– Report #5
- 23. Reviewing Your Data– Report #5
- 24. Report #5 –Goal Conversions • Derive Meaning ▫ What action(s) do you want people to take? ▫ Define GA Goal for that page URL • Take Action ▫ Are your marketing efforts generating the desired action(s)? ▫ Which efforts are performing best? ▫ Do under-performing campaigns have a clear call to action?
- 25. Key Takeaways • ProperSetup Ensures Maximum Data Collection • Don’t Get Lost in the Details > Focus on Actionable Information • Recommended Reports ▫ ▫ ▫ ▫ ▫ Audience Overview Traffic Sources Popular Site Content Visitor Information – Geographic Location Goals/Conversion Performance
- 27. Measuring Marketing Initiatives •Traffic Sources>Sources>Campaigns
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- 31. Mobile & TabletTraffic Growth 194% increase in Mobile Traffic • Audience>Mobile>Overview
- 32. Mobile Device Specifics •Audience>Mobile>Devices
- 33. Goal Conversion Funnels •Conversions>Goals> Funnel Visualization
- 34. Creating A ConversionFunnel Click Admin Button Select Website Profile
- 35. Creating A ConversionFunnel Select One to Begin Funnel
- 36. Creating A ConversionFunnel
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- 38. Creating A ConversionFunnel • • • • Log into Analytics & click admin button Select your profile (www.website.com) Goals tab Click Create A Goal button ▫ Or select a goal you wish to edit • • • • Enter Goal Description Add URL of conversion page under Goal Details Turn Funnel button on Enter each step of the conversion process you wish to track • Note whether a step is required
- 39. Top Conversion Paths •Conversions>Multi-Channel Funnels>Top Conversion Paths
- 40. Assisted Conversions • Conversions>Multi-ChannelFunnels>Assisted Conversions
- 41. Value of YourSocial Media Activity • Traffic Sources>Social>Overview
- 42. Social Trackbacks: Who’sLinking to You? • Traffic Sources>Social>Trackbacks
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- 44. Visitor Movement ThroughYour Site
- 45. Primary Navigation PathDetails
- 46. Real-Time Events &Widgets • Overview of real-time activity on site • Traffic Sources • Location of Visitor • Content Visited • Events & Conversions Currently in Beta
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- 50. Real-Time: Site ContentViewed
- 51. Key Takeaways • Conversionfunnels help identify drop-off points in your sign-up/checkout process • Mobile & Tablet site visits are on the rise – make sure your content is mobile friendly • Understand how your different marketing efforts are working together with multi-channel funnels • Real Time Analytics – Fun to watch, but avoid knee jerk decisions based on small data sets • Presentation available online at http://www.slideshare.net/SearchSmartMarketing
- 52. Thank You! Kate Hamilton-Miller khamilton@isearchsmart.com @KateHMiller Questionsor Suggest A Topic: Use #SSMGA Search Smart Marketing www.isearchsmart.com @iSearchSmart Facebook.com/SearchSmartMarketing