Google Analytics for Business Owners

STEPHEN PEACOCK
Analytics for Business Owners
@stephenpeacock

@stephenpeacock
www.linkedin.com/in/sjpeacock/
facebook.com/peacockcreative

DON’T HAVE GOOGLE ANALYTICS YET?

GET IT!
Google Analytics is Free
Monthly Cost: $0. Consultants needed: None. Training: Free.

http://www.google.com/analytics/learn/setupchecklist.html

@stephenpeacock

GOALS FOR TODAY
1. Outline why analytics are important to
your internet marketing efforts
2. Provide a model for continually
improving your website’s performance
3. Identify tools to cut through the flood of
information and get to the data that
matters most
4. Explore methods to help you determine
which online marketing efforts are most
effective for your business

@stephenpeacock

IF YOU BUILD IT, THEY WILL COME

NOT!

@stephenpeacock

WHY ARE ANALYTICS IMPORTANT?

DECISION MAKING
Successful businesses
make decisions based on
PLAN
hard evidence.

Data collection with Google ACT DO
Analytics is easy.

Determining which data are
important to your business CHECK
can be tricky out of the gate.

@stephenpeacock

WHY BUSINESSES OWNERS AVOID ANALYTICS?

Confusion????

Information Overload***

Not Sure What It Means!!!

@stephenpeacock

BREAD AND BUTTER OF ANALYTICS
For most small businesses there are have long been 8 key metrics
to track
1. Visits/Unique visits
2. Location
3. Top pages
4. Time on site
5. Bounce rate
6. Pages/Visit
7. Traffic Sources
8. Conversions

@stephenpeacock

2 BIG NEW METRICS TO TRACK
SOCIAL
• 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: http://www.neustar.biz/information/img/infographic-localeze.png
2 source: http://searchengineland.com/study-55-percent-of-mobile-search-driven-conversions-happen-in-one-hour-or-less-151432

@stephenpeacock

OKAY – SO NOW WHAT?

Think about your ideal customers.
How do they find and buy from
you?

Of the 10 important metrics to
track which do you think would
impact your business the most?

Armed with that information SET
GOALS

@stephenpeacock

SET UP GOALS
Every business should have goals!

@stephenpeacock

ECOMMERCE TRACKING

You may need
assistance to set up
eCommerce tracking

https://support.google.com/analytics/answer/1037249?hl=en&utm_id=ad

@stephenpeacock

TRACK GOAL PROGRESS

Found under the Conversions tab, the Goal Overview Report shows
progress … or lack thereof.

@stephenpeacock

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

DASHBOARDS ROCK!
• Solution: Get the Small Business Dashboard
from the team at Portent

http://www.portent.com/blog/analytics/google-analytics-tips-for-small-businesses.htm

@stephenpeacock

SMALL BUSINESS DASHBOARD

Dashboards group important metrics together on one page for easy viewing

@stephenpeacock

AUTOMATE REPORTS

Set up automated
reports and Analytics
will come to you!

The reports you need
when you want them.

@stephenpeacock

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 codes

Campaign tracking helps you discover which drives the most traffic & conversions!

@stephenpeacock

CUSTOM CAMPAIGN URL PARAMETERS
Campaign Source Required. Use utm_source to identify a search engine, newsletter name,
(utm_source) or other source. Example: utm_source=google

Campaign Medium Required. Use utm_medium to identify a medium such as email or cost-
(utm_medium) per- click. Example: utm_medium=cpc

Campaign 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 to
Campaign 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 specific
Campaign Name
product promotion or strategic campaign.
(utm_campaign)
Example: utm_campaign=spring_sale

@stephenpeacock

GOOGLE URL BUILDER

http://peacockcreative.net/?
utm_source=slideshare
&utm_medium=ppt-link
&utm_campaign=dmfb-conf

http://support.google.com/analytics/answer/1033867?hl=en&ref_topic=1032998

@stephenpeacock

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 bit.ly, owl.ly

• Consistency in using custom campaign Urls is critical to this
method of evaluating your marketing efforts.

http://www.google.com/analytics/apps/about?app_id=1276007

@stephenpeacock

CHECK YOUR CAMPAIGN RESULTS

Under the Traffic Sources menu find and click campaigns

@stephenpeacock

ACT ON THE DATA
Now that you’ve collected the
data it is time to ACT! PLAN
1. Develop a hypothesis
2. Implement solution
3. Collect the data
ACT DO
4. Act on the results

Rinse & Repeat CHECK

@stephenpeacock

TAKE NOTES!

Click the drop down arrow below the line graph to add note, date and save.

@stephenpeacock

COMPARE DATE RANGES

PLAN

Did results improve or get worse? ACT DO

CHECK

@stephenpeacock

GOOGLE ANALYTICS TO DO LIST
1. Install Analytics
2. Set up small business dashboard
3. Set up automated reports
4. Use custom campaign Urls
5. Compare time periods
6. Act on results
7. Make note of changes
8. Rinse and Repeat

@stephenpeacock

Get this presentation:
http://www.slideshare.net/stephenpeacock

@stephenpeacock

Google Analytics for Business Owners

Recommended

Recommended

More Related Content

Recently uploaded

Recently uploaded (20)

Featured

Featured (20)

Google Analytics for Business Owners