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Google Analytics for Business Owners


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Google Analytics for Business Owners will be presented at the Digital Marketing for Business Conference in Raleigh April 15, 2013

In this presentation you'll discover why analytics are important to your internet marketing efforts.

A model for continually improving your website’s performance.

Identify tools to cut through the flood of information and get to the data that matters most.

Explore methods to help you determine which online marketing efforts are most effective.

Published in: Business, Technology
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Google Analytics for Business Owners

  1. 1. STEPHEN PEACOCK Analytics for Business Owners @stephenpeacock @stephenpeacock
  2. 2. DON’T HAVE GOOGLE ANALYTICS YET?GET IT!Google Analytics is FreeMonthly Cost: $0. Consultants needed: None. Training: Free. @stephenpeacock
  3. 3. GOALS FOR TODAY1. Outline why analytics are important to your internet marketing efforts2. Provide a model for continually improving your website’s performance3. Identify tools to cut through the flood of information and get to the data that matters most4. Explore methods to help you determine which online marketing efforts are most effective for your business @stephenpeacock
  4. 4. IF YOU BUILD IT, THEY WILL COME NOT! @stephenpeacock
  5. 5. WHY ARE ANALYTICS IMPORTANT?DECISION MAKINGSuccessful businessesmake decisions based on PLANhard evidence.Data collection with Google ACT DOAnalytics is easy.Determining which data areimportant to your business CHECKcan be tricky out of the gate. @stephenpeacock
  6. 6. WHY BUSINESSES OWNERS AVOID ANALYTICS? Confusion???? Information Overload*** Not Sure What It Means!!! @stephenpeacock
  7. 7. BREAD AND BUTTER OF ANALYTICSFor most small businesses there are have long been 8 key metricsto track1. Visits/Unique visits2. Location3. Top pages4. Time on site5. Bounce rate6. Pages/Visit7. Traffic Sources8. Conversions @stephenpeacock
  8. 8. 2 BIG NEW METRICS TO TRACKSOCIAL• The influence of social media in driving web traffic is at an all-time high.• If you are not on the social networks where your customers are, you need to be.MOBILE• 61% of smartphone owners and 64% of tablet users search for local products or services using their device 1• 55% of mobile search-driven conversions happen in one hour or less! 2 1 source: 2 source: @stephenpeacock
  9. 9. OKAY – SO NOW WHAT?Think about your ideal customers.How do they find and buy fromyou?Of the 10 important metrics totrack which do you think wouldimpact your business the most?Armed with that information SETGOALS @stephenpeacock
  10. 10. SET UP GOALS Every business should have goals! @stephenpeacock
  11. 11. ECOMMERCE TRACKING You may need assistance to set up eCommerce tracking @stephenpeacock
  12. 12. TRACK GOAL PROGRESSFound under the Conversions tab, the Goal Overview Report showsprogress … or lack thereof. @stephenpeacock
  13. 13. HOW CAN I KEEP TRACK OF ALL THAT?Problem:• You are busy running your business and you don’t have time to read reports all day! @stephenpeacock
  14. 14. DASHBOARDS ROCK! • Solution: Get the Small Business Dashboard from the team at Portent @stephenpeacock
  15. 15. SMALL BUSINESS DASHBOARDDashboards group important metrics together on one page for easy viewing @stephenpeacock
  16. 16. AUTOMATE REPORTSSet up automatedreports and Analyticswill come to you!The reports you needwhen you want them. @stephenpeacock
  17. 17. CAMPAIGN TRACKING Effective internet marketing is a cross-platform endeavor and your website is the center of your internet marketing universe You share and promote its content via: 1.Email Marketing 2.Social Media A. Facebook, B. Twitter, C. LinkedIn, D. Google+, E. Pinterest 3.PPC Ads 4.Print marketing with QR codesCampaign tracking helps you discover which drives the most traffic & conversions! @stephenpeacock
  18. 18. CUSTOM CAMPAIGN URL PARAMETERSCampaign Source Required. Use utm_source to identify a search engine, newsletter name,(utm_source) or other source. Example: utm_source=googleCampaign Medium Required. Use utm_medium to identify a medium such as email or cost-(utm_medium) per- click. Example: utm_medium=cpcCampaign Term Used for paid search. Use utm_term to note the keywords for this ad.(utm_term) Example: utm_term=running+shoes Used for A/B testing and content-targeted ads. Use utm_content toCampaign Content differentiate ads or links that point to the same URL.(utm_content) Examples: utm_content=logolink or utm_content=textlink Used for keyword analysis. Use utm_campaign to identify a specificCampaign Name product promotion or strategic campaign.(utm_campaign) Example: utm_campaign=spring_sale @stephenpeacock
  19. 19. GOOGLE URL BUILDER utm_source=slideshare &utm_medium=ppt-link &utm_campaign=dmfb-conf @stephenpeacock
  20. 20. CUSTOM CAMPAIGN BUILDING TIPS• If building many custom campaign urls you can use an excel spreadsheet template created by Google. Link below• Custom Campaign Urls work with url shortening services such as,• Consistency in using custom campaign Urls is critical to this method of evaluating your marketing efforts. @stephenpeacock
  21. 21. CHECK YOUR CAMPAIGN RESULTS Under the Traffic Sources menu find and click campaigns @stephenpeacock
  22. 22. ACT ON THE DATANow that you’ve collected thedata it is time to ACT! PLAN1. Develop a hypothesis2. Implement solution3. Collect the data ACT DO4. Act on the resultsRinse & Repeat CHECK @stephenpeacock
  23. 23. TAKE NOTES!Click the drop down arrow below the line graph to add note, date and save. @stephenpeacock
  24. 24. COMPARE DATE RANGES PLANDid results improve or get worse? ACT DO CHECK @stephenpeacock
  25. 25. GOOGLE ANALYTICS TO DO LIST1. Install Analytics2. Set up small business dashboard3. Set up automated reports4. Use custom campaign Urls5. Compare time periods6. Act on results7. Make note of changes8. Rinse and Repeat @stephenpeacock
  26. 26. Get this presentation: @stephenpeacock