This document provides an overview of Google Analytics and how to use it to analyze website traffic and marketing initiatives. It discusses setting up Google Analytics tracking, reviewing key reports on audience, traffic sources, popular content, and goals/conversions. It also covers more advanced features like conversion funnels, multi-channel attribution, and real-time analytics. The overall goal is to help users understand their website data and take action to optimize performance.

1. Google Analytics:
Actionable Insights & Custom Reports
Advanced Features & Settings

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
• Graphic Designer
• 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
• Tracking Code
▫ 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
▫ www.google.com/webmasters/tools
• Define Goals and Conversion Funnels
USE THE
SAME
LOGIN
ACROSS
ALL
GOOGLE
PRODUCTS

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 to AdWords
• My Account > Preferences
• Edit, Check Destination URL Auto-Tagging
• Save Changes

12. AdWords Auto-Tagging

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
• Contact Actions
▫ Form Submission
▫ Newsletter Sign-up
• Downloads
▫ White Paper
▫ Brochure
• Site Engagement
▫ Pages per visits
▫ Time on site
• 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
• Proper Setup 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

28. Advanced Segments

29. Advanced Segments

30. Is Mobile Important?

31. Mobile & Tablet Traffic Growth
• Audience>Mobile>Overview
194% increase in Mobile Traffic

32. Mobile Device Specifics
• Audience>Mobile>Devices

33. Goal Conversion Funnels
• Conversions>Goals>
Funnel Visualization

34. Creating A Conversion Funnel
Click Admin Button
Select Website Profile

35. Creating A Conversion Funnel
Select One to Begin Funnel

36. Creating A Conversion Funnel

37. Reverse Goal Path

38. Creating A Conversion Funnel
• 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-Channel Funnels>Assisted Conversions

41. Value of Your Social Media Activity
• Traffic Sources>Social>Overview

42. Social Trackbacks: Who’s Linking to You?
• Traffic Sources>Social>Trackbacks

43. Audience>Visitors Flow

44. Visitor Movement Through Your Site

45. Primary Navigation Path Details

46. Real-Time Events & Widgets
• Overview of real-time activity on site
• Traffic Sources
• Location of Visitor
• Content Visited
• Events & Conversions Currently in Beta

47. Real-Time Report: Overview

48. Real-Time: Visitor Location Data

49. Real-Time: Traffic Source Data

50. Real-Time: Site Content Viewed

51. Key Takeaways
• Conversion funnels 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
Questions or Suggest A Topic: Use #SSMGA
Search Smart Marketing
www.isearchsmart.com
@iSearchSmart
Facebook.com/SearchSmartMarketing