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Getting the Most Out of
      Google Analytics


                Sanger & Eby
                  31 August 2011
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
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
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
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
What You Can Do with Google Analytics




                 Create more effective sites.




                           Google Analytics Copyright 2011 Sanger & Eby
31 August 2011                                                            6
                                       All Rights Reserved
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
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
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
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
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
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
Visitors Overview




                          Google Analytics Copyright 2011 Sanger & Eby
31 August 2011                                                           13
                                       All Rights Reserved
Content Overview
                                        Shows which pages
                                         are most popular




                         Google Analytics Copyright 2011 Sanger & Eby
31 August 2011                                                          14
                                     All Rights Reserved
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
Map Overlay (USA)




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




                       Google Analytics Copyright 2011 Sanger & Eby
31 August 2011                                                        17
                                   All Rights Reserved
Traffic Sources




                        Google Analytics Copyright 2011 Sanger & Eby
31 August 2011                                                         18
                                    All Rights Reserved
Mobile Devices




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

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Getting The Most Out of Google Analytics

  • 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