google analytics - getting started

14
GOOGLE ANALYTICS Hello rabbit hole.

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Page 1: Google Analytics - Getting Started

GOOGLE ANALYTICS

Hello rabbit hole.

Page 2: Google Analytics - Getting Started

getting started

• You need a Google account.

• google.com/analytics

Page 3: Google Analytics - Getting Started

setup 101

1. Tell Google about your site

2. Put the code in your pages or template files

Page 4: Google Analytics - Getting Started

ooh shiny!

Page 5: Google Analytics - Getting Started

ooh shiny!

Page 6: Google Analytics - Getting Started

ooh shiny!

Page 7: Google Analytics - Getting Started

CONTEXT…without it, data is just noise.

Page 8: Google Analytics - Getting Started

segments

Page 9: Google Analytics - Getting Started

filters

Page 10: Google Analytics - Getting Started

goals

• Sales

• Information

• Inquiry collection

• Advertising revenue

• Appointment scheduling

Your site goals should be tied to your business goals. KPI measure status against desired outcomes.

Page 11: Google Analytics - Getting Started

it’s the question that drives us

• How is our campaign doing?

• What search engines are sending visitors?

• What geographic areas are we NOT marketing to that are still yielding traffic and/or conversions?

• How many times do visitors come to our site before they complete a goal?

• Are sales higher on certain devices?

• What types of content are generating traffic?

• What’s the ROI of social engagement?

Page 12: Google Analytics - Getting Started

custom dashboards

• Create widgets for highly specific measurements

• Apply and compare date ranges

• Subject to segmentation

• Provide context

EXAMPLE: UMW KPI Dashboard

Page 13: Google Analytics - Getting Started

A/B TESTING…because the plural of anecdote

is not data.

Page 14: Google Analytics - Getting Started

QUESTIONS?Shelley Keith

[email protected]