content marketing retreat: using google analytics
DESCRIPTION
This presentation addresses how Google’s flagship measurement app can help you glean actionable insights from your website’s content performance. It also covers how to track engagement and conversions using goals and funnels as well as several use cases for why you should customize it to meet specific needs, such as tracking video playback, email campaign performance, and so on.TRANSCRIPT
Content Marketing RetreatUsing Google Analytics
Tim FrickJanuary 26 & 27, 2012
Tuesday, July 2, 13
Part OneMeasure
Tuesday, July 2, 13
Measure What MattersFigure out the specific data that’s important to you.
Tuesday, July 2, 13
• Is what we are doing having an effect?• If so, how much?• How is it affecting customer behavior?
What to ask?
Tuesday, July 2, 13
BenchmarksMetrics data is often worthless unless you have something to compare it to.
Tuesday, July 2, 13
What to Measure?Just because you can, should you?
Tuesday, July 2, 13
Maintain a list of everything you can measure.
Tuesday, July 2, 13
WHAT CAN I MEASURE?
• Number of files downloaded
Tuesday, July 2, 13
• Number of files downloaded• Net unique visitors to website
WHAT CAN I MEASURE?
Tuesday, July 2, 13
WHAT CAN I MEASURE?
• Number of files downloaded• Net unique visitors to website• Number of click-throughs to site
from specific social network
Tuesday, July 2, 13
WHAT CAN I MEASURE?
• Number of files downloaded• Net unique visitors to website• Number of click-throughs to site
from specific social network• Event attendance
Tuesday, July 2, 13
WHAT CAN I MEASURE?
• Number of files downloaded• Net unique visitors to website• Number of click-throughs to site
from specific social network• Event attendance• Average amount per transaction
Tuesday, July 2, 13
Maintain a list of everything you should measure.
Tuesday, July 2, 13
What youcan
measure
What youshould
measure
Whatreally
matters
Tuesday, July 2, 13
Tuesday, July 2, 13
OVERVIEW
Tuesday, July 2, 13
MOBILE DEVICE DATADo you need a mobile-specific site?
Tuesday, July 2, 13
GA ANNOTATIONSProvide context for traffic patterns.
Tuesday, July 2, 13
EMAIL CAMPAIGNSIntegrated With Google Analytics
Image: http://analytics.blogspot.com/2009/03/tips-for-tracking-email-marketing.html
Tuesday, July 2, 13
EMAIL CAMPAIGNSUse Google URL Builder
Image: http://www.roirevolution.com/google-analytics/google-analytics-url-builder.php
Tuesday, July 2, 13
GA GOALSHelp define business objectives:
Tuesday, July 2, 13
GA GOALSHelp define business objectives:
• Time on site
Tuesday, July 2, 13
GA GOALSHelp define business objectives:
• Time on site• Pages/visits
Tuesday, July 2, 13
GA GOALSHelp define business objectives:
• Time on site• Pages/visits• URL Destination
Tuesday, July 2, 13
GA FUNNELSDo users meet those objectives?
Tuesday, July 2, 13
GA EVENTSWhat are they?
Tuesday, July 2, 13
TRACKING E-COMMERCEWhat can you do?
Image from SEO Horizon
Tuesday, July 2, 13
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.
Tuesday, July 2, 13
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.• Input unique e-commerce
tracking code.
Tuesday, July 2, 13
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.• Input unique e-commerce
tracking code.• Track item inventory data.
(SKU, labels, etc.)
Tuesday, July 2, 13
TRACKING E-COMMERCE What can you do?
• Flag GA Account as e-commerce.• Input unique e-commerce
tracking code.• Track item inventory data.
(SKU, labels, etc.)
• Generate e-commerce report.
Tuesday, July 2, 13
Tuesday, July 2, 13
HOSTED THIRD-PARTY SOFTWAREHow to track it?
• Modify GATC on both sites.‣ Exit page of your site.
‣ Entry page of third-party software
• Generate report.
Tuesday, July 2, 13
HOSTED THIRD-PARTY SOFTWAREHow to track it?
If 3rd party system doesn’t allow tracking:•Track clicks on ‘donate’ buttons et. al.
•Track page callbacks from payment gateway site.
Tuesday, July 2, 13
Part TwoIterate
Tuesday, July 2, 13
Topics• Measuring Traffic
Tuesday, July 2, 13
Topics• Measuring Traffic• Social Media Metrics
Tuesday, July 2, 13
Topics• Measuring Traffic• Social Media Metrics• The Return
Tuesday, July 2, 13
MEASUREMENTIt’s an iterative thing
Measure: Qualify data as relevant.
Tuesday, July 2, 13
MEASUREMENTIt’s an iterative thing
Measure: Qualify data as relevant.Analyze: Interpret and draw insights.
Tuesday, July 2, 13
MEASUREMENTIt’s an iterative thing
Measure: Qualify data as relevantAnalyze: Interpret and draw insightsReport: Provide actionable items
Tuesday, July 2, 13
Yeah, but...so what?What do I do with all this info?
Tuesday, July 2, 13
QUESTIONS TO ANSWER
• How many visitors, leads, customers? • Which social networks are driving traffic?• What’s driving them to you?• Are they becoming customers? • Why or why not?• How can you give them a more engaging
and rewarding experience?
Tuesday, July 2, 13
TO-DO LIST: WEBSITE
• Create better user experience• Tweak site performance: speed, reliabilty• Optimize for SEO: code, graphic, etc.• Streamline checkout process• Create custom landing pages• Do split testing• Focus groups, user testing, etc.• Heatmapping• Lather, rinse, repeat
Tuesday, July 2, 13
Part ThreeNew Features
Tuesday, July 2, 13
SOCIAL ANALYTICS
Tuesday, July 2, 13
SOCIAL ENGAGEMENT
Tuesday, July 2, 13
SOCIAL ENGAGEMENTSocial Actions Report
Tuesday, July 2, 13
SOCIAL ENGAGEMENTSocial Pages Report
Tuesday, July 2, 13
CUSTOM DASHBOARDSMake it yours.
Tuesday, July 2, 13
WEBMASTER TOOLS
Tuesday, July 2, 13
INTEGRATED WEBMASTER TOOLS
Tuesday, July 2, 13
REAL TIME DATAWho’s here now?
Tuesday, July 2, 13
MULTI-CHANNEL FUNNELSAssisted Conversions
Tuesday, July 2, 13
MULTI-CHANNEL FUNNELSTop Conversion Paths
Image source: Google Analytics Blog
Tuesday, July 2, 13
MULTI-CHANNEL FUNNELSMulti-Channel Funnels Overview
Image source: Cardinal Path
Tuesday, July 2, 13
MULTI-CHANNEL FUNNELSTime Lag
Image source: PPCHero
Tuesday, July 2, 13
MULTI-CHANNEL FUNNELSPath Length
Image source: Ask-Susan.com
Tuesday, July 2, 13
VISITOR FLOWWhere are visitors going?
Tuesday, July 2, 13
GOAL FLOW VISUALIZATIONView reverse paths
Image source: Google Analytics Blog
Tuesday, July 2, 13
Thank [email protected]
mightybytes.comfacebook.com/mightybytes
twitter: @mightybytes
Tuesday, July 2, 13