intro to google analytics - tunnel 7 · design marketing optimization tips & tricks reports can...

tunnel 7 Design Marketing Optimization

Intro to Google Analytics

MSBDC - April 25, 2016


OverviewIntroductions

Why Google Analytics?

Setting Up & Defining Goals

Overview of Reports

Tips & Tricks


Who Are You?Do you use Google Analytics?

What has your experience been?


This Will Help You ...Set up Google Analytics

Define clear goals for your website

Better understand various reports

Make actionable tasks to improve your website


OverviewIntroductions



Overview of Reports

Tips & Tricks

All analytical data is useless until you take action on it

(Never forget this)


A Few ReasonsIndustry standard

Easy to use

Free!


Analytics Can Help...Think about goals

Track results

Save money on marketing campaigns

Better understand your visitors

Constantly improve your website


Set UpGo to http://google.com/analytics

Sign up

Install tracking code to ALL pages of your website

Activate Enhanced Link Attribution and Demographic Reports in property settings


Think GoalsGoals allow you to monitor your website’s success and failure

Examples of goals

Sign up / lead generation form

Report download / checkout thank you

Placing an order


Defining GoalsAsk yourself: What do I want my visitors to do on my website?

Tend to be action oriented

Keep yourself focused on no more than 3 goals


Set Up GoalsUnder ADMIN tab in Google Analytics

Create new goal

Define correct type of goal

Define goal funnel


Under ADMIN tab in Google Analytics

Create new goal

Define correct type of goal


Limit Goals to 3Website visitors have limited attention span

Average time on a website is about 2 minutes

Keep users focused by keeping yourself focused

Goals = high priority items

Write down the top 3 goals for your website

Overview of Reports


Main CategoriesAudience - Geography, time on site, mobile or desktop

Acquisition - Where users come from

Behavior - Page popularity, experiments, flow & in-page

Conversions - Tracking goals

Have a question you want to answer before viewing data


Audience: OverviewNumber of visits and pageviews

Bounce rate

Average time on site

Percent of new visits

Action: Are we engaging our users effectively?


Set UpGo to http://google.com/analytics

Sign up

Install tracking code to ALL pages of your website


Audience: LocationCan see quality of traffic from different locations

Drill down to state level

Action: Are you hitting the right geographic audience?


Audience: LocationAre you hitting the right geographic audience?

Can see quality of traffic from different locations

Drill down to state level


Audience: MobileShows percentage of mobile visitors

Mobile has changed how websites are built

Action: Are we focusing on how users visit us?


Audience: MobileShows percentage of mobile visitors

Mobile has changed how websites are built

Are you delivering the correct experience?


Acquistion: OverviewSearch engine traffic

Referral traffic

Direct traffic

Marketing campaign traffic

Action: Do we have a good mix of sources?


Acquisition: All Traffic Find your best traffic sources

Analyze quality of users from each source

Look critically at any paid ads you run

Action: What can we do to encourage more users from our best traffic sources?


Traffic Sources: All Find your best traffic sources

Analyze quality of users from each source

Look critically at any paid ads you run


Acquisition: Campaigns Are you getting a return on your advertising?

Google Adwords

Email marketing

Banner advertising

Action: Can we do more marketing with what is working? Can we eliminate under performers?



Google Adwords

Email marketing

Banner advertising

Action: What advertising is working? What isn’t?


Acquisition: Social Reports on social media driven traffic / conversions

Facebook

Twitter

LinkedIn

Action: How effective are social media efforts?



Google Adwords

Email marketing

Banner advertising

Action: What advertising is working? What isn’t?


Behavior: All PagesMost popular pages

Number of pageviews

Time on page

Entrance / bounce rates per page

Action: What do are users use the most? Are some pages turning people off?


Behavior: All PagesMost popular pages

Number of pageviews

Time on page


Action: Are some pages turning people off?


Behavior: Page TimingsChecks average load times of each page

Identifies any slow loading pages over time

Action: Points to where technical issues may exist


Content: All Pages Most popular pages

Number of pageviews

Time on page



Behavior: In-Page Visual way of seeing where users go

Overlays click percentages over existing website

Quickly see most popular pages

Action: Where do people go on each page?


Content: In-Page Visual way of seeing where users go

Overlays click percentages over existing website

Quickly see most popular pages


Conversions: Goals Overview How many users are completing goals?

What percentage of users are completing goals?

Action: How well is the website performing?


Conversions: Funnel Visualization See where visitors fall off a defined goal path

Then focus on improving conversion rate


Conversions:Reverse Goal Path Looks backwards from goal to see how users arrived

Can find common patterns of success

Then focus on getting users to common paths

Write down the reports that will help you track your goals


DashboardsUseful once you have identified key reports

Able to see snapshot of important data at a glance


Dashboardshave capture in next slide

Say something smart about it here


Tips & TricksReports can be automatically emailed / added to custom dashboards

Custom segments can be added (mobile, etc.)

Compare timeframes to see improvements / set annotations when changes happen

Apply monetary values to your goals

Review on a regular basis (or else it’s just a tool)


TakeawaysAll websites have room for improvement - Google Analytics will show the way

Set up goals to more accurately (and easily) track successes and failures

Focus only on those reports that are relevant to your website

Make data actionable to improve your site


Thank YouAll websites have room for improvement - Google Analytics will show the way

Set up goals to more accurately (and easily) track successes and failures

Focus only on those reports that are relevant to your website

Let’s review your Google Analytics account

(Volunteer(s)?)

Ask Me Questions [email protected] | Tunnel 7 | 413.282.9957

twitter.com/derekallard facebook.com/tunnel7 linkedin.com/in/derekallard

intro to google analytics - tunnel 7 · design marketing optimization tips & tricks reports can...

Documents