google analytics for small business presented by: keidra chaney
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Google Analytics for Small Business
Presented by: Keidra Chaney
What we will cover
•Google Analytics Key Metrics
•What to Measure on your site
•Goals and Conversions
•More Resources
About Me
• Started as web content manager, knowledge of HTML, CSS, PHP
• Google Analytics became my strategy tool
• Trained through books, courses and experience.
• Became a web analytics evangelist (and nag) at my workplace.
• Started consulting on analytics and website optimization
(Kinda) Hands-On
Think before you do!
Getting Set Up
Getting Set Up in Google Analytics
Create an account at www.google.com/analytics
Click On "Admin"
Then ClickNew Account
Fill in your info...
Get YourTracking Code
Your Site's Unique
Tracking ID
The Tracking Code
Installing The Tracking Code on WordPress (self-hosted)
OPTION 1: Some WordPress themes have a place for you to enter your Tracking ID
(looks like UA-555121-2) or a place to paste the entire tracking code.
The code should be in the <head>section of your site
OPTION 2: Use a WordPress plugin, like Google Analytics by
Joost de Valkhttp://bit.ly/ga-yoastOPTION 3: Paste the code into your theme's
header.php file, just before the </head> tag.
Installing The Tracking Code on Blogger
Just EnterYour
Tracking ID
You may want to filter out your own visits to your site
Admin > Account > Filters > New Filter
Set up a filter for to exclude the IP Address of every location you
regularly use to visit your site.
Get your current address:www.checkmyip.com
Your IP Addresses may change from time to time, so it's
important to check this every once in awhile.
You may also need to filter out your own server’s IP address!
Google Analytics Key Terms
Pageviews:Every time a
visitor views a web page on a
site
Unique Visitors:The number of individuals who
have been to your site during the date range
Average Number of
Pages Viewedper Visit
(2-3 is typical)
Bounce Rate:Percentage of visitors who leave after
viewing only one page
Visitors Overview: The Basic Stats
Date Range, Defaults to last 30 days
The Info On the Graph
Each DotOn the Graph
Visits:Someone comes
to your blog, views 1+ pages,
then leaves
If you click on
these graphs, it
will take you to
more info about
those stats
What to Measure on Your Site
Avoid Data Overload!
Identify the key metrics that tell your how your site is performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate
Avoid Data Overload!
Identify the key metrics that tell your how your site is performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate
Avoid Data Overload!
Identify the key metrics that tell your how your site is performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate
Avoid Data Overload!
Identify the key metrics that tell your how your site is performing against your set goals.
• Top Key Phrases from search engines
• Top Referring Websites
• Site Content Popularity
• Site Bounce Rate
Top Keywords and Phrases from search engines
Question: Are people searching for SIU or SIUC?
Top Referring Websites
Question: Is social media bringing relevant traffic?
Site Content Popularity: All Pages
Site Content: Landing Pages & Traffic Sources
Question: Is our new content focus performing well?
Site Bounce Rate
Source: KISSMetrics
The key is context
“What am I looking at?”
What question are you trying to answer?
Conversion goals
If you have a page on your site that represents the completion of a user action, that’s your goal conversion page.
GOALS
PAGE ACTION GOAL HOW
HOME sign up for newsletter
fill outsub request
pop-out window with info
ABOUT connect on linked in
click on a button
headlines, subheads, bullet copy
SERVICES email quote request
big, huge button to form
page
great copy, before & after, list of services
Remember this?
PAGE ACTION GOAL HOW
Other metrics and measurement tools
New vs. Returning Visitors
Do new visitors leave your site quickly? Or are they engaged and looking around more? While in launch mode, focus on new visitors as a metric.
When looking at content engagement and effectiveness, focus on returning visitors.
Visitor Behavior: Averages Lie!
Frequency - Count of Visits – Number of times the same person comes backRecency - Days Since Last Visit – How long it’s been since they've been to
your siteVisit Duration - How long they stay on your site in a single visit
Page Depth - Number of pages they view in a single visit
Google Analytics URL Builder (Google it!)
Add these tags to your links to track incoming traffic from your e-mails, social media campaigns
The Annotations Tool
Click this!
Custom Dashboards
Custom Dashboards
Traffic
Custom Dashboards
Demographics
Custom Dashboards
Behavior
Tools and Resources
Google Analytics Education (Videos and more):
goo.gl/mGpDG
Google Analytics Support:
goo.gl/dKOkS
Google Analytics Blog:
goo.gl/fQDWC
Google Analytics Reporting Tools (Excel Plugins and more):
goo.gl/zzA66
Google Analytics URL Builder:
goo.gl/MB6zX
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