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About Me!
•I.T. (6 years)•Instructional Technologist (software/portal trainer)•Promoted to Webmaster (maintained the Rollins website)
•Marketing & Communications (7 years)•Web Technology Manager, Webmaster
•Cascade site maintenance/enhancements/training•Google Analytics-accounts/tagging/reporting
•MBA: Aurora University•PCM: Professional Certified Marketer (American Marketing
Assoc.)
Rollins College-13 years
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Linda M. Watson, MBA PCM
We've Got Google Analytics(And I Have a Treadmill in my Basement)
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Linda M. Watson, MBA PCM
You Can't Improve What You Don't Measure
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Who owns web analytics?
Marketing side or “the what & why”What Rollins tracks/measuresReporting and types of reports
Technical Side or “the how” Accounts/ProfilesDashboardsWeekly/Monthly/Quarterly/Yearly reportsSegmentation
Going Forward
Analytics is ½ Marketing & ½ Technical
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ReportsAll Traffic – External Visits – Internal Visits
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What Rollins TracksWe built it! Did they come?
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Measuring Year/Year Visits
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Keeping track of what happened when
Annotations
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External vs. InternalWho Came and what are they looking for?
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Trend TrackingThe Trend is our Friend
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Tracking Conversionsor measuring success
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Link Trackingonclick event tracking code
onclick="_gaq.push(['_trackEvent', 'Athletics', 'Click', 'RollinsIndexRightNav']);
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In-Page AnalyticsFor those who do not event track links
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Who gets a link on the Home Page?
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Site Redesign
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What is missing?Or what are users looking for and can’t find?
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Moving departments to a new site
•Top/lowest viewed pages•Who is their Audience •Traffic Sources•Site Search•Referral Links•Recommendations•Review the plan
We meet with each department before they can move to a new site…..
.
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The technical stuff……
•Google Analytic Tracking Code•Profiles in Google Analytics•Dashboards•Reports
The how
.
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CodeTwo Google Analytics accounts
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All Traffic
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External/Internal
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Department Dashboard/Report
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Dashboard Widget
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No Department Profile? Use Segmentation….
Segmentation
Profile Filter
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Keep it Simple Reports
If your boss (or the president) hasn’t started to ask for web analytics reports at your university, college or school…….
Get ready: it may happen sooner than you think.
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Going ForwardFocus Your Visitor Flow Report
To determine the complexity of our website to the average user.
Do My Visitors Actually Read Stuff On My Site?
Track Visitor EngagementContinue to tag links Look into Webmaster ToolsCreate informative reports for BOT/upper management
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In Conclusion….
IT takes work….
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You Can't Improve What You Don't Measure
•Create annotations to mark major events for future reference
•Add Dashboards and email reports
•Enable site search tracking
•Add event tracking for important links
•Create a plan to measure conversions/results
5 takeaways to improve your Google Analytics setup