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Google Analytics: Make Your Site Work Harder from MIMA Summit


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Google Analytics is a free tool, so all I need to do is put some code on my web­site and it’ll mag­i­cally work, right? Not so fast!

While Google Analytics is enter­prise class soft­ware, there are some ini­tial con­fig­u­ra­tion changes that you need to make in order to max­i­mize the insights you receive from your website. In this ses­sion, we will explore fil­ter­ing web­site traf­fic, seg­ment­ing visits, prop­erly track­ing all traf­fic to your site (think dis­play and social media), con­fig­ur­ing goals, site search and much more. A must-attend ses­sion if you want to get action­able insights for your web­site!

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  • Nice article, just to add a bit: If you want to see in Google Analytics, how often an email or newsletter was opened (or viewed), you can use, There you can get a pixel which you insert into your email. The pixel will then cause your Google Analytics to show how often the email has been read.
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Google Analytics: Make Your Site Work Harder from MIMA Summit

  1. Make Your Site W k H d M k Y Si Work Harder Simple Tips to Get More From Your Google Analytics Account g y Jeff Sauer Three Deep Marketing 651-789-7701 @jeffsauer @threedeep #mimasummit
  2. Why Google Analytics? | @jeffsauer | @threedeep
  3. It s It’s FREE
  4. It s It’s AWESOME
  5. It s It’s POWEFUL
  6. It s It’s on 50% of the world’s websites* world s *According to Google, Google Analytics is on 50% of the Alexa top 1 Million Websites
  7. What can I do with Google Analytics? • Track Social Media • Track E il T k Emails • Customize Your Dashboards • Block Internal Traffic • Set Up Goals and Goal Funnels • Website and URL Structure • Link Adwords with Analytics • Improve Site Search • Segment Traffic • Track Events | @jeffsauer | @threedeep
  8. Track Social Media
  9. Is Social Media Working? Problem: W know we need to do Social P bl We k dt d S i l Media, so we have a presence on Facebook and T itt F b k d Twitter… but I have no b t h idea if this generates incremental visitors, leads l d or sales on my website l b it | @jeffsauer | @threedeep
  10. Social Media Tracking How Do I Track the Social Media Traffic To My Website? | @jeffsauer | @threedeep
  11. Step 1: Building a Tracking URL Facebook or Twitter or LinkedIn Google Analytics URL Builder:
  12. Step 2: Use Your Tracking URL Add your Tracking URL to each message /?utm_source=twitter&utm_medium=so cialmedia&utm_campaign=Twitterfeed &utm_content=Twitter
  13. Step 3: Segment Social Media Traffic Create advanced segments to track social media visits | @jeffsauer | @threedeep
  14. Social Media Tracking in Action Social Media had 15 conversions this month! | @jeffsauer | @threedeep
  15. Benefits of Tracking Social Media Tracking Social Media in GA will: • Help you understand how social media visitors behave on your website • Allow you to fine tune your messages to match your goals • Establish E t bli h accountability f your social media t bilit for i l di campaigns and allow them to be compared to other traffic sources | @jeffsauer | @threedeep
  16. Track Emails
  17. Are emails generating revenue? Problem: I know all about the open and interaction rates of the emails I’m sending, but I don’t know how much money they’re generating. How can I track the ROI of individual emails, and my entire email program? | @jeffsauer | @threedeep
  18. Improperly Coded Email Traffic Why does my email traffic show up as a referral or a direct visit? | @jeffsauer | @threedeep
  19. Step 1: Add tracking to URLs Using the URL builder, generate a unique tracking string for all URLs in your email. Add these to your email as you would all URLs. *If you link to a domain other than one you own, and you do not have access to that site’s analytics, you do not need to add tracking to those URLs (i.e. Facebook, YouTube). Google Analytics URL Builder:
  20. Step 2: Filter site traffic by email Select Campaigns from Traffic Sources Filter by Medium Look for ‘Email’ in the list Select the Ecommerce tab to see revenue, goals tab to see goals *Make sure ecommerce tracking is set up properly beforehand | @jeffsauer | @threedeep
  21. Properly Attributed Email Reports I can see exactly which email campaign performed the best
  22. Benefits of Email Tracking Tracking Email Marketing will: • Assist in measurement of the ROI of your email program in online retail • Allow you to start determining the effectiveness of your email campaigns RIGHT NOW • Will not replace the reports provided by your ESP (Email Service Provider), but it can enhance and inform your email program with respect to: • A/B testing • Geographic campaign traction and penetration • Consumer interest and preference
  23. Customize Your Dashboards
  24. Right Metrics, Right Time Problem: Wh I installed G P bl When i t ll d Google l Analytics, they created a dashboard for me, b t th t d hb d d but that dashboard doesn’t show me ’t h the information that matters for MY business and I d ’t h b i d don’t have ti time t di i to dig in and find what I need | @jeffsauer | @threedeep
  25. Typical Dashboard View This information is easy to read, but what does it mean? Is this good? Bad? Average? g g | @jeffsauer | @threedeep
  26. Step 1: Add Reports to Dashboard You can add any report or views to your custom dashboard! | @jeffsauer | @threedeep
  27. Step 2 (optional): Compare to Past Add the “Compare to Past” feature for your analytics to p provide g greater depth to y p your reports p Pro Tip: You can also apply advanced segments, report on goals and add e-commerce revenue to your dashboard if they are applied to your report
  28. Step 3: Email Dashboards Once your dashboard is properly configured, you can share with members of your organizations by sending the dashboard directly to their inbox Send as PDF to Individuals, Other Formats for automation Send as often as needed | @jeffsauer | @threedeep
  29. Customized Dashboard View Compare last month’s th’ analytics with current to determine growth and th d change See where sales are Discover if coming from revenue is and h d how your increasing and sales when orders conversions are most likely are to be placed performing f i
  30. Benefits of Custom Dashboards Customizing your dashboard will: • P id you a quick overview of th Provide i k i f the performance of the metrics most important to you business your bus ess • Can be emailed to you daily, weekly, monthly and quarterly • Can provide comparisons to performance in previous days, weeks, months • All Allows for flexibility as your b i f fl ibilit business grows and changes | @jeffsauer | @threedeep
  31. Block Internal Traffic
  32. Visitors Aren’t Really Visitors Problem: E P bl Everybody i our company b d in uses our corporate website as their homepage and I’ not sure if our t ffi h d I’m t traffic reports are accurate | @jeffsauer | @threedeep
  33. Filter Internal Traffic Is this really an accurate visitor count? y | @jeffsauer | @threedeep
  34. Step 1: Find your IP address Whatismyip com 86 75 30 909 | @jeffsauer | @threedeep
  35. Step 2: Filter out IP address Company‐ Choose the profile you want this filter for CompanyNo‐ Company‐
  36. Properly Filtered Traffic | @jeffsauer | @threedeep
  37. Benefits of Traffic Filtering Filtering Internal Traffic will: • Allow you to see exactly who visited your site • Make reporting more actionable by showing a true picture of what happened on your site • Bring the best metrics to the forefront and keep reporting on track | @jeffsauer | @threedeep
  38. Set Up Goals and Goal Funnels
  39. What is the Value of my Website? Problem: I have had this website for years and I’m not sure if it is generating new business for my company | @jeffsauer | @threedeep
  40. What does it mean? All of this information and I don’t know what don t it means!
  41. Determine Your Goals Examples of common website g p goals include: • Ecommerce Transactions • Completion of a form (lead collection or newsletter opt-ins) • Visitors downloading a whitepaper or p g p p product brochure • Visitor engagement ( g comment, adding or g g (blog , g editing a profile, time-on-site, pageviews) | @jeffsauer | @threedeep
  42. Step 1: Decide What to Measure Product Locator Usage Tool Usage Time Spent on Site Page Views Site Registration Sweepstakes Entry
  43. Step 2: Map Conversion Process Determine your path to success; your goal funnel Paid Search Ad We are offering 50% off on our  site! Take a look! www ourcompany com Thank you!  Pro Tip: Make sure that each p URL in the funnel is unique
  44. Step 3: Configure Goals and Funnels Registration Conversion
  45. Step 4: See Results Visitors entering funnel step Visitors abandoning funnel step Where did they go? Why did they leave?
  46. Let’s Make it a Success There is more than one path to success for your website! | @jeffsauer | @threedeep
  47. Benefits of Goal Tracking Defining and Tracking Goals will: • Assist you in setting up funnels to determine where visitors drop off on your site • H l you establish value f actions t k on Help t bli h l for ti taken your website • Allow you to report on the performance of each individual traffic driver to your site • Enable you to report on engagement metrics y p g g like time on site and total page views • Let you report on up to 20 specific actions | @jeffsauer | @threedeep
  48. Website and URL Structure
  49. Page URLs Not User Friendly Problem: Dynamic URLs don’t make any sense when they show up in my Analytics reports and it makes it really hard to do | @jeffsauer | @threedeep
  50. Step 1: Identify the Problem These all look the same, I have no idea which page is which? | @jeffsauer | @threedeep
  51. Step 2: Establish Page URL Structure Your Site should have a URL structure that reflects the pages, not query string ID's – =46116ccf-816b-4c09-a7e0-1b3oc1aech – /Total- Stage/Preschooler/Education-Materials.aspx Which is easier to read? Which URL would be easier to identify in Google Analytics? y g y | @jeffsauer | @threedeep
  52. Step 3: Fix Your URLs There are many ways to fix your URLs • Ch Change URL structure i your CMS t t in • Custom Page Names (using pageTracker._trackPageview(“fixed rl") pageTracker trackPage ie (“fi ed url"); ) • Friendly URL rewrites (.htaccess for Linux servers, servers IIS for Windows servers) | @jeffsauer | @threedeep
  53. Easy to Read URLs I know exactly which page I am analyzing now | @jeffsauer | @threedeep
  54. Benefits of Easy to Read URLs Making your URLs easy to read will: • Make page level analysis much easier and effective • Help with Organic SEO (search engines don t don’t like to read dynamic URLs either!) • Minimize opportunity for errors in analysis • Allow for better grouping of pages in custom reporting | @jeffsauer | @threedeep
  55. Link Adwords with Analytics
  56. What is my paid search ROI? Problem: I think that my Google AdW d P bl thi k th t G l AdWords is successful because I get leads from my website, b t I h b it but have no id what idea h t keywords are the most valuable and ROI is t i i not in my vocabulary b l | @jeffsauer | @threedeep
  57. Enhance Your Search Marketing Without Linking AdWords, my keyword reports can b b i be boring | @jeffsauer | @threedeep
  58. Step 1: Link Your AdWords to Analytics | @jeffsauer | @threedeep
  59. AdWords Reports in Google Analytics AdWords reporting provides standard analytics metrics at a  campaign, ad group, and keyword level campaign ad group and keyword level (Traffic Sources > AdWords > Campaigns) | @jeffsauer | @threedeep
  60. Day Parting AdWords in GA Day Part reports shows AdWords performance  based on the time of day.  (Traffic Sources > AdWords > Day Parts) | @jeffsauer | @threedeep
  61. Position Analysis in Google Analytics Keyword Position report gives insight into how keywords perform at  different ad positions on the search engine results pages  (Traffic Sources > AdWords > Keyword Positions) (Traffic Sources > AdWords > Keyword Positions) | @jeffsauer | @threedeep
  62. Benefits of Linking AdWords with GA Linking AdWords to Analytics will: • Integrate standard AdWords metrics into the Google Analytics interface, including: Clicks, Impressions, Costs and ROI p , • Hold your AdWords keywords to a greater level of accountability • All Allow you t i to increase conversion rates and l i t d lower expenses • Enable you to tightly control your ad budget by only bidding on keywords that produce positive ROI | @jeffsauer | @threedeep
  63. Improve Site Search
  64. What are they hoping to find? Problem: I have a search box on my website, yet I have no idea if people use it, why they use it, and how they use it | @jeffsauer | @threedeep
  65. What do they want? Are they finding it? What do people search for on my website? | @jeffsauer | @threedeep
  66. Step 1: Configure Site Search Pro Tip: All you need to configure is enter the search query parameter from your  search results page URL.  This is typically something like ?q=keyword or  h l hi i i ll hi lik ? k d &search=keyword | @jeffsauer | @threedeep
  67. Dig Into Site Search Data | @jeffsauer | @threedeep
  68. Benefits of Site Search Reports Configuring Site Search will: • Allow you to improve navigation of your site • Get your visitors deeper into the content of your site • Help you measure how the search functionality effects the user’s experience user s • Identify low hanging fruit on your website design and information architecture | @jeffsauer | @threedeep
  69. Segment Traffic
  70. Let’s Get Specific Problem: When I look at the reports for my website, the numbers rarely change and I wouldn’t know what to do with it if wouldn t they did “Don’t Puke Data… Focus your analytical and reporting efforts on ‘What's Changed’. “ -Avinash Kaushik k hik t/ i h | @jeffsauer | @threedeep
  71. Step 1: Create an Advanced Segment | @jeffsauer | @threedeep
  72. Step 2: Enter Segment Criteria | @jeffsauer | @threedeep
  73. Example: Organic Search Twin Cities | @jeffsauer | @threedeep
  74. Example: Paid Facebook Ads • Set up Multiple Profiles • Use Analytics Intelligence • Create Advanced S C t Ad d Segments t • Track E-Commerce Conversions • Make Tracking SEO Friendly | @jeffsauer | @threedeep
  75. Apply Advanced Segments to Reports Even though it’s a small percentage of visits, Twin Cities Organic Traffic Performs Very Well! | @jeffsauer | @threedeep
  76. Benefits of Advanced Segments Using Advanced Segments will: • Enable you to provide true insights instead of presenting data • Increase your chances of finding information th t will genuinely i i f ti that ill i l impact your t business • Allow you to drill down and go three levels deep | @jeffsauer | @threedeep
  77. Track Events
  78. Can’t Track Clicks to Non-Pages Problem: Measuring page views is greatgreat, but we also want to track interactions with our flash elements video interactions elements, interactions, outbound clicks and more | @jeffsauer | @threedeep
  79. Event Tracking Who interacted with this flash movie? | @jeffsauer | @threedeep
  80. Step 1: Plan Event Tracking Strategy 1. 1 Define the events you want to track 2. Enable Event Tracking in your reporting profile 3. For each set of events, create an event instance i t 4. Call _trackEvent() in the web page source code | @jeffsauer | @threedeep
  81. Step 2: Configure Event Tracking For each event you’d like to track, add the following code: <a href="" p p g onClick="pageTracker._trackEvent(‘Social Links', 'Click', 'Facebook');">Check us out on Facebook</a> Comprehensive guide to event tracking: | @jeffsauer | @threedeep
  82. Event Tracking Results • Event Tracking is used to track events that cannot be tracked by the standard page view method of tracking • Examples of Event Tracking use cases include: – Items within a Flash element – AJAX or JavaScript functionality – PDF or other file downloads | @jeffsauer | @threedeep
  83. Benefits of Event Tracking Configuring event tracking will: • Allow you to track events that happen on your site that don’t generate pageviews, like in Flash Fl h moviesi • Give insight into who left your site to external websites • Allow you to report on downloads of content from your site like PDF files site, • Enable tracking of video views, plays, pauses and more | @jeffsauer | @threedeep
  84. What can I do with Google Analytics? • Track Social Media • Track E il T k Emails • Customize Your Dashboards • Block Internal Traffic • Set Up Goals and Goal Funnels • Website and URL Structure • Link Adwords with Analytics • Improve Site Search • Segment Traffic • Track Events | @jeffsauer | @threedeep
  85. What Else Can I Do? • Set up Multiple Profiles Using Filters • Use Analytics Intelligence • Track E-Commerce Conversions • Make Tracking SEO Friendly using # in campaigns • Benchmark Your Site vs. Industry • A/B and Multivariate Tests with Google Website Optimizer | @jeffsauer | @threedeep
  86. Questions? | @jeffsauer | @threedeep