You can’t manage what you can’t measure, and this session on Google Analytics opens up the world of data about your website. Understand how Google Analytics works, as well as what you can learn from it and how to interpret the data and put it to use to build actionable plans that deliver results to your bottom line.

1. Getting the Most Out of
Google Analytics
Sanger & Eby
31 August 2011

2. About Sanger & Eby
• Strategic design & technology firm focused on specialized business
communications
• Services Include:
– Strategic planning and research
– Social media strategy and execution
– User experience planning
– Print and interactive design
– Interactive and multi-channel marketing
– Content development
– Search marketing (SEO & SEM)
– Website development, custom business and web applications
– Mobile applications & sites
• 700+ Sites designed and developed in 15 years
• Clients include:
– Macy’s
– Fifth Third Bank
– Luxottica
– AT&T
– Turner Construction
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 2
All Rights Reserved

3. Why Do You Need Analytics?
“Half of my advertising doesn’t work. I just
don’t know which half.”
--John Wanamaker
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 3
All Rights Reserved

4. Why Do You Need Analytics?
• Identify and capture opportunities
• Increase conversions
• Enhance credibility (identify and correct problems)
• Increase user satisfaction
• Measure success
• Understand your return on investment (ROI)
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 4
All Rights Reserved

5. What is Google Analytics?
• Powerful web analytics tool
• Provides in-depth visitor and traffic statistics
• Hosted on Google’s servers
• Flexible and easy to use
• Fantastic high-level charts and graphs
• Very easy installation
• Free
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 5
All Rights Reserved

6. What You Can Do with Google Analytics
Create more effective sites.
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 6
All Rights Reserved

7. Google Analytics Capabilities
• Track a wide variety of metrics
• Make informed site design and content decisions
– What’s working and what’s not
– Where visitors leave the site
– Most popular content
– How to organize calls to action
• Measure keyword performance
• Understand traffic sources and where to focus efforts
– Link building
– Advertising
– SEO
– Blogs and product review sites
• Increase return on investment (ROI) on marketing campaigns
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 7
All Rights Reserved

8. Answers Key Site Questions
• How are visitors finding my site?
– What keywords are most effective?
– What sites are referring traffic?
• What pages are most popular?
• Where do people leave my site?
• Where are my visitors located?
• What is my site’s ROI?
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 8
All Rights Reserved

9. Benefits
• Fast, slick, beautiful presentation of statistics
– Charting with drill-downs
• You have control over which pages or files get analyzed
• Accurate view of human traffic (ignores search engine spiders)
• Integrates tightly with Google Adwords /Adsense
– AdWords: Pay per click search marketing on Google
– AdSense: Google pays to display sponsored ads on your site
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 9
All Rights Reserved

10. Features and Functions
• Many different reports:
– Visitor Counts
– Page by Page Counts
– Map Overlay
– Traffic Sources (Direct Visits, Google, Other Sites)
– Goal/Conversion/Funnel Tracking
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 10
All Rights Reserved

11. Google Analytics Limitations
• Free service limited to sites with less than 5 million page views
per month
• Users with JavaScript & cookies turned off are not tracked
– Tracking is client-side using JavaScript and cookies
– 2% of users have JavaScript disabled as of Dec 2010
(source: Yahoo!)
• Search engine spiders are not counted towards totals
• No automatic tracking of document or image downloads
• Does not track document (PDF, DOC, etc) or image (JPG)
downloads
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 11
All Rights Reserved

12. Dashboard: High Level Overview
Date Range can be
adjusted on all reports
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 12
All Rights Reserved

13. Visitors Overview
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 13
All Rights Reserved

14. Content Overview
Shows which pages
are most popular
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 14
All Rights Reserved

15. Map Overlay (World)
Click a country
to drill-down
for more details
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 15
All Rights Reserved

16. Map Overlay (USA)
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 16
All Rights Reserved

17. Map Overlay (Ohio)
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 17
All Rights Reserved

18. Traffic Sources
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 18
All Rights Reserved

19. Mobile Devices
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 19
All Rights Reserved

20. Goals and Conversion Tracking
• Calculate ROI, Average Score or other metrics
• Great for e-commerce sites
• Can track all steps along a path to a desired goal
• Lets you know exactly where visitors drop off
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 20
All Rights Reserved

21. For More Information
• Refer to Google’s Help Documents:
– www.conversionuniversity.com
– www.google.com/support/googleanalytics/
• See Apple’s App Store for “Analytics”
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 21
All Rights Reserved

22. Want to know more?
Kat Jenkins Jay Larbes
Vice President, Strategic Planning Senior Director, Technology
Sanger & Eby Sanger & Eby
kjenkins@sangereby.com jlarbes@sangereby.com
www.sangereby.com www.sangereby.com
Twitter.com/sangereby Twitter.com/sangereby
Google Analytics Copyright 2011 Sanger & Eby
31 August 2011 22
All Rights Reserved