Introduction to Google Analytics

What Is Analytics?

Definition Analytics is the discovery and communication of

meaningful patterns in data

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage

Source: Wikipedia

Types of Analytics

Onsite Visitors # of Pages Viewed Time on Site Popular Content Common Exit Pages Actions Completed

Offsite Potential customer pool (search opportunity) Share of Voice (visibility) Commentary (reviews, social engagement)

Google Analytics 101

Terminology

Proper Set-up

Top 5 Reports

Turning Findings into Actions

Recent Additions

Analytics Lingo

Tracking Code JavaScript placed on each page of your site

Tracking URL Web Address of the page on your site you want to

direct visitors to + relevant marketing info

Campaign Marketing initiative; Email Blast; Paid Search Ads

Google Analytics Setup

Free account www.google.com/analytics

Link to AdWords Adwords.Google.com

Webmaster Tools Integration www.google.com/webmasters/tools

Define Goals and Conversion Funnels

USE THE SAME LOGIN

ACROSS ALL

GOOGLE PRODUCT

S

Analytics Tracking – Tag Everything!

What Pay-Per-Click (CPC) Email Social Buttons, Posts Display

How AdWords Auto-Tagging

Tracking URL Generator SEARCH: Google Analytics Tracking URL Builder http://support.google.com/analytics/answer/1033867?hl=en

AdWords Auto-Tagging

Login to AdWordsMy Account > PreferencesEdit, Check Destination URL Auto-TaggingSave Changes

AdWords Auto-Tagging

Reviewing Your Data – Report #1

Report #1 – Audience Overview

Derive Meaning Compare Month1 vs. Month2

Have visits increased? Decreased? Remained flat?

Major shifts in bounce rate or new visitors?

Take Action Are you aware of any recent changes in:

Marketing activities PR coverage Offline events

Move onto Traffic Sources to determine cause of increase or decrease in visits

Report #2 – Traffic Sources

What sites are delivering visitors to your website?

Traffic Source Types Direct to Site Organic Search Paid Search Referral

Filter by Traffic Source type for consolidated data

Referral sources include Social Media, PR & Blogs

Reviewing Your Data – Report #2

Reviewing Your Data – Report #3

Report #3 – Popular Site Content

Derive Meaning What pages of your site are visitors drawn to? What pages do people visit, then immediately leave

your site?

Take Action Popular Content

Create more content of a similar nature Send relevant paid search traffic here

High Bounce Rate Revise the text on the page Misleading keywords? Try a new layout

Reviewing Your Data – Report #4

Report #4 – Visitor Information

Derive Meaning Where are most of your visitors located? Do they fall within your area of service?

Take Action Increase advertising or sales activity in low

volume/high response areas

Review paid search targeting settings if traffic is coming from outside of your service area

Remove any geographic references to areas you do not serve that are mentioned on the website

Report #5 – Goal Conversions

Online Purchase ecommerce

transaction

Micro-Conversion Visits to Contact Us

Contact Actions Form Submission Newsletter Sign-up

•Downloads▫White Paper▫Brochure

•Site Engagement▫Pages per visits▫Time on site

•Social Engagement▫Blog comment

Reviewing Your Data – Report #5

Reviewing Your Data – Report #5

Report #5 – Goal Conversions

Derive Meaning What action(s) do you want people to take? Define GA Goal for that page URL

Take Action Are your marketing efforts generating the desired

action(s)?

Which efforts are performing best?

Do under-performing campaigns have a clear call to action?

Key Takeaways

Proper Setup Ensures Maximum Data Collection

Don’t Get Lost in the Details > Focus on Actionable Information

Recommended Reports Audience Overview Traffic Sources Popular Site Content Visitor Information – Geographic Location Goals/Conversion Performance