Google Analytics Geekend

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Presentation given at Geekend 2011. Overview of data available in Geekend Analytics, how to use it, and defining your questions. Screen shots are the beta view of the new Google Analytics.

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Google Analytics Geekend

  1. 1. Google Analytics Tina Arnoldi (843) 723-3635 Twitter: @TinaArnoldi Blog: http://blog.tinaarnoldi.com tina@palmettotechnologyhub.orgtina@coastalcommunityfoundation.org 1
  2. 2. Are you using social media during No Do nothing this talk? Yes Yes Do you think this a good Is it the worst presentation presentation on Google No you’ve ever heard? Analytics? No Yes Tell your private, closed network of FacebookTweet something like: “Good stuff friends that you went to a so-so presentationon analytics from @TinaArnoldi” today, but can’t remember the speaker’s name. 2
  3. 3. Google Analytics Is anyone visiting your web-site?If so, what are they doing while they are there? How did they find you? 3
  4. 4. Google AnalyticsToday’s Agenda• Defining your questions• Home page/ Dashboard• Overview of reporting• Visitors – Overview and Demographics• Traffic Sources – Overview and Referrals• Content – Overview and Pages• Goals 4
  5. 5. Google AnalyticsWhat We’re Not Doing Today• Implementation• Custom reporting – Specify metrics, dimensions, filters• _trackEvent () – In-page actions that do not generate a pageview, such as videos• Tracking across sites – _link (href) and _linkbypost (forms)• Advanced segments – Subsets side by side, Ex. Paid traffic by Visits with conversions 5
  6. 6. The data is great, but can be overwhelming 6
  7. 7. Start with your questions• Are people clicking links in my e-mail newsletters?• Are there referral partners I can cultivate?• Are people bouncing on a key page?• Do people drop off at a certain place in a funnel? 7
  8. 8. Start with your questions• Is my AdWords campaign driving useful traffic?• Why do I even have a website?• What happens if X increased or decreased by #%?• Did conversions increase or decrease after a campaign?• What will I do with the data? 8
  9. 9. But remember…… 9
  10. 10. Home PageDashboard• Info at a glance• Keep in context• Can customize 10
  11. 11. Be careful with trendsAn overview by day seems to have significant highs & lows 11
  12. 12. Be careful with trends…. But not so much when we look at it by week…………… 12
  13. 13. Standard Reporting 13
  14. 14. Visitors - Limitations• Check at home, then work• Multiple members of a household• Clearing cookies 14
  15. 15. Visitors  Overview 15
  16. 16. Visitors  Demographics 16
  17. 17. Visitors  Demographics (drilling deeper) You can also add a filter, ex. Source: How Time on did they find site you? 17
  18. 18. Visitors  Mobile 18
  19. 19. Visitors  Technology 19
  20. 20. Traffic sources  Overview 20
  21. 21. Traffic sources  Referrals• Where are your efforts working?• Which partners should you cultivate?• Who brings you “good” traffic? • Are these referrals leading to conversions?• Is social media bringing people to your website? 21
  22. 22. Traffic sources  Referrals 22
  23. 23. Traffic sources  search  organic 23
  24. 24. Content• What interests your visitors?• Are you losing them on key pages?• What gets them there?• Are there popular pages where you can add key info?• What are popular landing pages? (It’s not always Home) 24
  25. 25. Content  Overview 25
  26. 26. Content  Pages 26
  27. 27. Goals Your goal is an action you want your web-visitors to take: • Visit volunteer page • Donate/Buy • Sign up for an event • Go to social media profile • Download an applicationBuilding a relationship 27
  28. 28. Goals 28
  29. 29. Goal - Measure Engagement 29
  30. 30. Goals – Multi-Channel Funnels The day before a conference 30
  31. 31. Goals – Multi-Channel Funnels% is > 100 since somechannels workedtogether 31
  32. 32. Goals – Multi-Channel Funnels 32
  33. 33. Goals – Multi-Channel Funnels They know who we are; maybe they’re wondering what others have said about us? 33
  34. 34. Goals – Multi-Channel Funnels 34
  35. 35. AdWords connects to Analytics 35
  36. 36. Volunteer Resources The Analysis Exchangewww.webanalyticsdemystified.com Media Cause www.mediacause.org 36
  37. 37. What we learned….• Have some questions.• Look at your numbers in context (HiPPO)• If you only serve the local area, may want to drill down in demographics• IT/web people will want to know about mobile & browsers• Cultivate good referrals (or clarify)• Look at your organic search for needed SEO modifications• Time on page – does it increase for content sites & decrease for support sites?• Goals = Building a relationship• Connect to AdWords 37
  38. 38. Google Analytics Tina Arnoldi (843) 723-3635 Twitter: @TinaArnoldi Blog: http://blog.tinaarnoldi.com tina@palmettotechnologyhub.orgtina@coastalcommunityfoundation.org 38

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