google analytics for beginners
TRANSCRIPT
ScottThomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Google Analytics for Beginners
A Guided Tour
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Overview
• Navigating the Screens
• Focus on the Important
• Automate the Repetitive
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Navigating the Screens
• Viewing Date Range
• Understanding the Graph
• Understanding the Table
• Menu selections
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
The Graph
• Hourly -‐ if looking at few days
• Daily -‐ if looking at a month or less
• Weekly or Monthly -‐ for longer ranges
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
The Graph
• Sessions -‐ used to be called visits
• Change to another metric
• Add second metric to compare
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
The Table
• Source -‐ site sending the visitor (search, directory, whatever)
• Acquisition, Behavior, Conversions
• We care about
• Sessions
• Bounce Rate
• Session Duration or Pages/Session
• Revenue or Goal Conversion
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Viewing Date Range
• Select pulldown beside date
• Set date range
• Set comparison periods (optional)
• Apply
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Menu Selections
• Acquisition
• Behavior
• Conversions
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Acquisition
• All Traffic -‐ traffic to your website from any source
• Referrals -‐ sites (not search engines) that link to your site
• Keywords -‐ from search
• AdWords advertising traffic
• Social -‐ visits via social sites
• SEO -‐ Webmaster Tools info
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Behavior
• Site Content
• Behavior Flow
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Behavior -‐ Site Content
• All pages -‐ all on the site
• Landing Pages -‐ pages a visitor comes to as the “first page” visited
• Exit Pages -‐ “last page” visited
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Behavior -‐ Behavior Flow
• A graphical depiction of visitor flow through the site
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Conversions
• Goals -‐ pages (usually) you want visitors to reach
• Ecommerce -‐ track sources of bookings
• MCF -‐ Partial credit for sources contributing to goals or commerce
• Attribution -‐ specific types of MCF
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Automate!
• Shortcuts -‐ think of them as bookmarking frequently used reports
• Dashboards -‐ “At-‐A-‐Glance” reports
• Email -‐ send yourself monthly reports
Scott Thomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Summary
• Focus on
• Visitor Source (Acquisition)
• Pages/time on site (Behavior)
• Conversions (ideally Ecommerce)
• Automate to save time
ScottThomas, AboutTheInn.com Presented at Hospitality Marketing Summit November 2014 © 2014 Scott Thomas, Confidential
Google Analytics for Beginners
Thank You!